Pro-Practice TV

Every working day in dental practices throughout the UK many thousands of patients are spending money on improving their smiles – despite the current state of our economy.

Our objective is to persuade greater numbers of them to spend more of their money in your practice.
And the way to do this is through marketing.

Many business people believe marketing is a dark art, a necessary evil or an expensive burden. None
of these is true.

Marketing for dental practices is largely common sense, it’s a golden opportunity to make more money, and it’s expensive only if it doesn’t work. Good marketing always works. If it’s not working, you’re not doing it right.

There are many reasons why marketing campaigns will succeed or fail, but there are some golden rules
which will greatly increase your chances of success. Here are just three for your consideration…

Rule 1 – No gain without pain: You have to commit

All marketing involves time or money, and usually both, and you won’t succeed unless you commit
some of your resources. There’s simply no such thing as a ‘free lunch’.

Before you even start, it’s really important to have in mind the extent of the resources you feel you
can commit over the course of a year.

Decide on a figure – it could be £12,000, £20,000 or even £50,000. You have to be confident the
cash is available, and that you’re happy to spend it in order to be better off financially in 12 months
time than you are now.

Then you need to decide on the time you and your marketing team are willing to commit. It might
be a day a month or a day a week. Spend the time wisely and it will more than pay for itself.

Once you have set your targets stick to them! Consider them written in stone for the duration of
the campaign.

Rule 2 – Monitor, measure and modify

It’s essential you monitor the results of the campaign closely, measure them against what went
before, and modify your approach as a result of what you learn.

If it’s not working, stop spending the money and reconsider your approach.

Rule 3 – If at first you don’t succeed keep trying!

Even the very best marketing campaigns rarely bring immediate results. Did you know that only
two per cent of sales are made on the first or second contact? It’s well documented that 80 per
cent of sales take place only after seven or more contacts with a prospective customer.

This means a one-off ad in the local paper is unlikely to do much for your business, but an ad every
week for a year could well pay dividends.

These are just a few of the many common sense ideas and ground rules which the Pro-Practice marketing
team will help you apply to grow your practice, win more patients and make more money.

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