Orthotown June 2019 - 54

as we possibly can that we feature on our
social media all the time.
Our involvement in community events
has become a standard, weekly part of our
practice activity. They're a major factor
in growing the practice and establishing
our reputation in town-so much so that
many other orthodontic practices, as well
as pediatricians, primary care providers and
other health care professionals now show up
at the same events and do the same thing.
So here are a few hints on how to make
community events marketing effective and,
believe it or not, easy and fun:
* Establish a "kit" that includes materials, signage, tablecloths, pens, crayons
and banners that can be broken out,
repackaged and replenished easily.
There's no need to reinvent the wheel
every time you venture out.
* Build a yearly events calendar
that "rolls forward" for the next
12 months, so you know what
community events are coming, what
events you're already committed to,
and which team members or doctors
are going to take the lead. Post that
calendar in a prominent place, like
the break room, so everyone knows
what's coming up next.
* Create and refine the "elevator
message," the simple, 60-secondsor-less "speech" that team members
use to quickly and clearly describe
the practice, its unique benefits and
its most popular services. Make sure
everyone who works at the events
knows the message and has been
trained to use it smoothly.
* Design a simple form to capture
names and email addresses, and have
a "fish bowl" always available for
potential patients to drop in their
business cards or notes. Capturing
email addresses from interested

54

JUNE 2019 // orthotown.com

*

*

community members and knowing
what to do with those is key!
Identify enthusiastic team members
who truly enjoy public interaction.
Train them in using the "elevator
message" and schedule them for
specific events, but to avoid burnout,
don't overuse any one person. Be sure
to think about what you can do to
reward your "star players" for their
help-cash bonuses, extra days off,
gift cards, etc. Their time and energy
are essential, and they shouldn't
feel as though they are being taken
advantage of or seen as "just doing
their job."
Have a standard email and a simple
procedure for follow-up: an easily
customizable message that goes out
right after the events-within 48
hours, if possible-to the potential
patient names you gathered, telling
them how much you enjoyed meeting
them, thanking them for their
interest, and offering a deal such
as a free consultation or dollars off
treatment. Be sure to include a link
to your website so they can sign up
for their first appointment, and refer
them to your social media, where they
can view pictures of the event and
possibly themselves! Be sure that the
email "comes from" a specific person
on your team, rather than from
the practice overall to show more
personalization. Even if that person
didn't craft the actual message, the
less the email looks like a form letter
and the more it looks like a personal
communication, the better.

School visits
and field trips
School events are among the most
important and productive tactics we use
http://www.orthotown.com
Orthotown June 2019

Table of Contents for the Digital Edition of Orthotown June 2019
