The Changing Face of Marketing

Some of you may remember the Yellow Pages and all pre-internet marketing, such as advertising in newspapers. Much has changed in the last 50 years. Now, post-corona, it will change once again.

This is because marketing is actually a dynamic process. By definition, it must evolve and adapt to the constantly changing environment in which people find themselves.

This can be a social, political or economic change. It can also be a local, national or global adaptation.

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And all great marketing does evolve to meet the newer age!

If your marketing doesn’t change over time, then your business is probably declining somewhat.

This will be because your marketing plan has not adapted to the subtle nuances of the environment in which your target market has found itself in.

Marketing is the bloodline of your business. If your business does not adapt to the change in your market experiences, then you will eventually become irrelevant and obsolete.

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How Marketing Has Changed Over The Years

It is important to note that currently, your marketing should be all about building customer relationships.

This statement was very true pre-pandemic, but it has never been more true than now. Your patients are now “looking” for a relationship with those that care for their health. This develops trust in a time of much uncertainty.

Before the pandemic, your marketing was based on the features and benefits of your services. For example:

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• If you have missing teeth, implants are a great solution.
  
• If you have crooked teeth, orthodontics is a great solution.
  
  

Now, it should be more about the health benefits of implants and orthodontics such as being better able to function, clean your teeth, or keep them longer.

But not only this, you must first educate and inform your patients about the various safety measures you are now putting in place to help them receive dentistry in a safe and well-considered manner. This reassures your patients that you are the expert of choice.

It is essential to understand that your sales process starts well before the patient even steps foot in your practice.

Now, post-corona or even post-recession, it is all about reassuring your patients of the safety you provide and your commitment to maintaining their health.

Marketing starts with a feeling a person has when exposed to external marketing. These days, that is predominantly through online marketing or social media engagement.

If they feel good when they see something about you, they think more about the topic. If they feel inadequate, they dismiss it immediately (or worse, act out by leaving a negative review). Either way, all this happens within a split second.

Hence, since feelings are emotional, appealing to a consumer’s emotional intelligence in your marketing can help pre-empt consumer purchasing behaviour. This is a newer concept that needs to be built into your marketing strategies.

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So, when creating your marketing message and sending it out, ask yourself:

• How emotional is your customer engagement?
  
• How much of a connection are you making?
  
• Does your marketing imply that you understand what your patient is going through?
  
  

Re-think your marketing to adapt to today’s COVID-19 global situation.

Talk to us about how we can help improve your marketing skills to create a successful dental practice.