all articlesAugust 9, 2009
4-Step guide to Internal Marketing in Dentistry
Part I: Importance of Internal Marketing in Dentistry
Planning an internal marketing system should begin by identifying the gaps between what you believe the essence of your dental business is and the way your patients see it. When the two are in harmony, your business becomes a “customer-focused” organization.
Create a pleasant atmosphere.
The décor of your dental practice is in essence a marketing tool and should therefore target your ideal patient. The perfect décor is not found in a magazine or created with a big budget. It’s the type that presents a comfortable atmosphere and reflects a positive image of your dental services. However you design you office, remember to include portraits of your patients (on the walls), a catalog of your services (with before and after pictures), and…if you can…an infomercial (playing on your waiting room TV).
Reward Referrals.
Recognize referrals received from patients in a way that will encourage more. This can be achieved first by responding promptly to a referral with a hand addressed “Thank You” note and a $15-20 gift certificate of some sort. Encourage your staff members to request referrals from existing patients (preferably without advertising a gift certificate).
Send Greeting cards.
This timeless business etiquette is essential to any internal marketing program; it includes holiday greetings, “miss you” notes, birthday cards, etc. Independent surveys by Hallmark Business Expressions support the “no-brainer” claim that sending business greeting cards strengthens relationships with customers, prospects and employees. Keep in mind that a business greeting should be more formal than a personal greeting and most importantly - hand-addressed.
Monthly Newsletters.
A monthly newsletter on the topic of dental health is a great way to remind people of your presence and advertise special offers or procedures. Many dental marketing companies can automate this function for you at a very cost effective rate.
When you have structured a model for your internal marketing system, you should involve one or two employees to set and track measurable objectives. The overall objective of the system should be to sustain an acceptable rate of patient retention.