DTUS2010

The power of internal marketing By Roger P. Levin, DDS Internal marketing is the most predictable and least expensive form of marketing for dental practices. While there are many types of mar- keting, ranging from Yellow Pages ads to print advertising to direct mail, these all come with consider- able expense and a relatively low return on investment. The most consistent marketing effort with the greatest predictabil- ity for a dental practice is internal marketing, which generates word- of-mouth referrals. Understanding internal marketing For internal marketing to be effec- tive, practices need to consistently implement a variety of strategies throughout the year. There are two major factors that affect the predict- ability of an internal marketing pro- gram: quality and quantity. Quality Quality refers to establishing qual- ity relationships with patients. This occurs by creating a positive envi- ronment with a high-energy team that enjoys working with patients. Quality can be seriously undermined if a practice has not implemented highly effective management sys- tems. However, once the systems are in place, the right staff training and attitudes need to be incorpo- rated into the day-to-day operation for all patients to feel that they enjoy a quality relationship with the prac- tice. Quantity Quantity requires that at least 15 dif- ferent strategies be developed and implemented into the day-to-day operation and marketing of the prac- tice. Having a multitude of success- ful strategies ensures that you reach every patient at every point of con- tact, which is the foundation neces- sary to create word-of-mouth refer- rals from existing patients, potential patients and your community. Examples of strategies Research shows that consistent, high-quality, repeatable internal marketing strategies will ensure a successful program that grows prac- tice production. Below are four quick strategies you can easily implement to kick off your internal marketing program: • Upgrade your office appear- ance. If you haven’t updated your décor in the last three to five years, then it’s probably time for an office makeover. • Stay in contact with patients with an e-newsletter, e-mail blasts, Facebook and Twitter updates. • Build value for confirmation calls by adding key messages about practice services, continuing educa- tion updates and new technology. • Position patient financing dif- ferently than simply to close cases. Present it as a customer service opportunity for current patients and new patients referred to the practice. While there are literally hundreds of strategies, they have to be com- bined properly to get the desired results. Remember, a high-quality practice environment and a high- performance team are critical to implementing a revitalized internal marketing program. Together, they will grow your practice’s image and brand within your community, which ultimately leads to more referrals and greater profitability. DT Industry Practice Matters DENTAL TRIBUNE | September 201014A AD Dr. Roger P. Levin is founder and chief executive officer of Levin Group, a leading dental practice management consult- ing firm that provides a com- prehensive suite of lifetime ser- vices to its clients and partners. Since 1985, Levin Group has embraced one single mission — to improve the lives of dentists. Levin Group may be reached at (888) 973-0000 and customer service@levingroup.com. About the author

Please activate JavaScript!
Please install Adobe Flash Player, click here for download