all articlesAugust 9, 2009
Importance of Internal Marketing in Dentistry
Part II: 4-Step guide to Internal Marketing in Dentistry
The idea of marketing in dentistry is typically associated with targeting and attracting “external” customers in order to expand a business. While most dental practices allocate resources to target and attract new patients, few make the same investment to retain the existing ones. When it comes to marketing, dentists must understand that their local market share (10 mile radius) is limited; therefore, sustaining a high long-term revenue production entirely through the treatment of new patients is simply not plausible.
What is Internal Marketing in dentistry and why is it important? Council on Dental Practice explains in “The Power of Internal Marketing: The Key to Dental Practice Success”:
Internal Marketing is about building relationships. By strengthening ties with current patients, you motivate them to schedule regular dental visits and use more of your services. These patients are likely to become loyal and dedicated members of your practice.
With time, your Internal Marketing program begins to function as an effective external marketing tool because when your patients understand and commit to the value proposition of your dental practice, they become your champion promoters.