Orthotown January/February 2021 - 69
PART 1 OF A 2-PART SERIES
MARKET
FORCES
Marketing your practice in 2021 means jettisoning
some old standbys and developing new strategies.
In this issue: Making a strategy for referrals from
patients and dentists
At the start of 2020, a key component of any successfully orthodontic marketing
calendar was in-person events like open houses and community networking. But when
those opportunities became limited, practices were forced to innovate.
Over the past year, we observed, tried and tested various marketing tactics to come up
with best practices for 2021. In the first installment of this series, we'll discuss strategies
for boosting patient referrals and dental referrals; in the second, we'll touch on strategies
on how to develop digital marketing and community referrals.
We know that healthy practices don't rely too heavily on any single referral source.
Keeping the new patient funnel open and balanced from a variety of places is the best way
to ensure consistent, long-term growth.
Marketing calendar concepts
Your marketing calendar is a valuable tool for ensuring that marketing efforts are both
strategic and consistent.
Strategic: Setting a strategic plan provides you a bird's-eye view to give cohesion and
balance to your marketing. Do you have strategies aimed at each core target audience? Do
you have brand-awareness tactics as well as lead-generating tactics, and are you tracking
their metrics of success appropriately? If you have your marketing efforts working together
as opposed to in silos, your results will multiply. Chart 1 (p. 70) illustrates a well-rounded
marketing strategy.
Consistent: How many times have you moved forward with a marketing tactic, but
somewhere along the way it just stopped? When practices are inundated with patients,
insurance, phone calls, ClinCheck " homework " and the like, the first thing that typically
is dropped is marketing. A marketing calendar should be designed in a way where all of the
thought and decisions have already been made, making it that much simpler to just " get it
done. " This increases your chances of having consistent marketing efforts with consistent
results. Chart 2 (p. 70) shows part of a sample calendar.
With this in mind, consider the following marketing tactics and how you could
incorporate them with your overall marketing strategy.
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Orthotown January/February 2021
Table of Contents for the Digital Edition of Orthotown January/February 2021
Orthotown January/February 2021 - Intro
Orthotown January/February 2021 - Cover1
Orthotown January/February 2021 - Cover2
Orthotown January/February 2021 - 1
Orthotown January/February 2021 - 2
Orthotown January/February 2021 - 3
Orthotown January/February 2021 - 4
Orthotown January/February 2021 - 5
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Orthotown January/February 2021 - 69
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Orthotown January/February 2021 - 72
Orthotown January/February 2021 - Cover3
Orthotown January/February 2021 - Cover4
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