Marketing During the Corona Effect

Continuing in the same vein as before, I am writing to you today about your marketing efforts. This is a very important area to focus on so that you can get back on your feet more quickly when you are finally able to return to work.

Again, the way you are going to beat the Corona Effect is by staying ahead of the game and being prepared. Unfortunately, this is not time off for you.

Marketing is like a stool; it will not work if it only has one leg. Two is better, but three is better still. The more legs you have, the more rock-solid your foundation for your practice becomes.

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It is not about marketing for now only. It is about marketing for the future too.

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I am aware that some of you are reviewing your overheads and trimming them. This is good, but when it comes to the survival of your business, marketing is key.

It only becomes an unaffordable overhead if you do the wrong things or do them ineffectively.

Stopping your marketing activities such as paid PPC is fine, but I advise you not to stop your SEO. This is a solid component of your marketing armamentarium. You plan to get an ROI from SEO in the future, but you must speak with your website or SEO team about activating a sharp, potent plan of action. Much effort and focus are needed here. This is the time to do it.

Please do not restrict your growth by operating from a place of fear. Do not be reactive.

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Plan and strategise your way out of this by being proactive.

Before the pre-Corona period, marketing was about showing the benefits of your services and your USPs. Although this is still important and has its place, now, post-Corona, it is about reassurance, empathy, information, safety, and long-term health.

You now need to be visible to your patient family and say, “Hi, I am here for you.” The more information you provide, for example about Corona and your protocols, the more you will be seen as the “go-to” dentist.

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Some Marketing Ideas to Instigate During This Time

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Your Metrics
Conduct online audits to identify what is working and what isn’t.

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Your Website
Create additional content for your website, especially for SEO. You can never have enough.

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Your Marketing Plan
Review all online, offline, internal, and external marketing activities. Decide what you want to do now and what you will do afterwards.

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Online Consultations
Research how to integrate online virtual consultations for now and as a standard tool in your future marketing.

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Patient Communication
Continue keeping in touch with your patients during this period to show you care and to share valuable updates.

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Social Media Posts
It would be helpful for you to maintain consistent communication with your patients via social media during this time.

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Patient Offers
Improve templates for patient promotional letters.

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Your Practice Manager’s Role
Stay in touch with your practice manager to stay ahead with your marketing plan.

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Teamwork
Use any non-furloughed staff to help with growth activities such as following up with patients and answering email communications or enquiries.

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DWB Online Resources
Use the online marketing resources available to you.

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Referral Practices
If you operate a referral practice, contact referring dentists to stay in touch and maintain communication with them.

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Market to Specialist Practices
Occasionally, referral practices see patients who do not have their own dentist and may be unsure which restorative or general dentist to refer to. It is therefore worth maintaining communication with specialist practices.

Just be visible and stay seen (or heard).

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If any of you wish to have a conversation about this topic or any other, just let me know. I would be happy to arrange a complimentary consultation.

Best, Bhavna.