Dentaltown February 2016 - (Page 32)
practice management
message board
Figuring Out This Marketing Thing
A Townie asks for marketing advice before he opens his new practice.
Dentaltown.com > Message Boards > Practice Management > Figuring Out This Marketing Thing
jaysmasher
Member Since: 02/28/10
Post: 1 of 34
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So I'm in the final stages of purchasing a practice and property. I've been working with Jason
Wood and he is awesome. I'm looking to start Feb. 1.
It's a small practice (four plumbed ops but only three used) on a busy highway with amazing
signage potential. The current owner gets seven new patients a month from an adequate sign and
does no other advertising other than word of mouth and a few insurances.
My overall goal is to do a denture and extraction practice à la fellow Townie, 2 Chairz, but
I know that it won't take off without some advertising.
I've decided on an initial budget of $10,000 for advertising. I'd like some advice on how to
allocate it well and how to execute it properly. My four main thoughts are: website, Facebook,
signage and mailers.
1. I'm working with a website company that was recommended on DT. It'll be around
$2,700 for the website and another $2,800 for SEO optimization and $900 for social
media branding. I've reread Mike Barr's new book (which is fantastic by the way) to
make sure I've got some idea of it.
2. On Facebook and Google+, I'm planning on doing a business page and making sure it has
something new on it weekly or biweekly. I'm planning on creating a few different ads and
experimenting to see which does the best. I'll have a similar strategy with Google AdWords.
3. I'm planning on getting a few different bids on signs, but I have no idea what a sign
costs. I've heard that LED signs can help drive traffic, but they always seem a bit tacky.
However, I'm not too proud to overlook easy-to-do things.
4. I'm unsure about mailers. I keep reading that many people don't like them, but occasionally someone will be very pleased with them. I would also think that more of my
desired patients would look at mailers more than online, but I could totally be wrong.
I'm planning to experiment with the mailers, Facebook, and Google AdWords to see what
works the best. However, I don't know what I don't know.
I have no issues with a harsh critique of my plans so please be brutally honest if needed. I have
trepidation that I'm making a bad choice (which seems to be common with dentists going from
associates to owners), but I got into dentistry to be a businessman and invest in myself, which
means being ready to get slapped around. All input and advice will be appreciated. Thanks! ■
NOV 12 2015
2 Chairz
Member Since: 08/05/03
Post: 2 of 34
Is that $10,000 per month?
1. I like papababaa's stuff but there are others. Nina online has some great ideas. She might
be spendy, but probably worth it.
2. Stay off AdWords; I think it's a waste. Facebook you just have to play around with.
3. Don't spend too much on a sign, unless you're in a fancy location. Spoiler: You're not.
Email me for pricing info. Visibility sounds good.
4. Mailers still work. They work better in rural locations. Try it out. If it sucks, try it again
for two years. Then you'll know.
Daggone. Go get 'em, Russ. Good luck to you. You got a good lab, he will treat you right and
help you along the way. Marketing is all trial and error. It can get expensive, but if you listen,
people will tell you the wildest stories. Good luck! ■
NOV 12 2015
32
FEBRUARY 2016 // dentaltown.com
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Table of Contents for the Digital Edition of Dentaltown February 2016
On Dentaltown.com
HOWARD SPEAKS: There Ain’t No Silver Bullet in Business
PROFESSIONAL COURTESY: A Magical Meeting Experience
Continuing Education Update
Reverse Prep
An Overview of Sinus Augmentation Procedures
Figuring Out This Marketing Thing
OFFICE VISIT: Doing Dentistry in the Desert
Make Work-Life Balance Work for You
Pulpotomy Materials: An Update
Diligence: How to Successfully Purchase a Dental Practice
Parents Who Fool Themselves About Sugar in Kids’ Diets
Seven Easy Ways to Boost Treatment Compliance
You Should Know: ZendyHealth
Product Profile: DENTSPLY Caulk
Poll
Intraoral Scanning: A Great Resource in Today’s Dentistry
Must Haves for 2016
Product Profile: GC America
Simplifying Everyday Direct Posterior Restorations
Augmentation of Keratinized Gingiva
Industry News
Ad Index
Product Profile: United Business Funding
New Products
Product Profile: TCS
Top Three Strategies to Triple New Patient Numbers
Oral Diseases Associated with Women
Dentally Incorrect
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