by Dr. Saif Sayyed
by Dr. Saif Sayyed
Internet Marketing:
Internet marketing covers everything from emails to having your website and taking active part in social medias like Facebook and Google+
Today your patients need to connect with you before they even enter your reception area. And that is when social media marketing works best.
During or after a treatment session, our receptionist asks our patients whether they are comfortable in receiving emails from our clinic (assuring them we wont flood their inbox with silly offers!). When they agree, we start sending them routine emails. And these emails contain simple, good and practical tips on how to maintain teeth. For eg: if we know our patient gets a kid with her, an email on how to keep the kid’s mouth clean would be very effective! Carefully selected content individualized for every patient creates a very good impression.
Next we add them on Facebook by inviting them to view our page. Once they ‘like’ our official page, we request them to share it on their wall. And that is how the linking spreads.
Social Media is inexpensive and therefore affordable. I know a lot of time goes into this, but you can make it a routine. One blog in the morning and one in the evening. Make sure an email every two days is sent to all your patient database.
A healthy percentage of all our patients use the internet. Do not expect replies to emails. Provide simple tips, advises and help through emails, which surely nobody would have an objection to. The patient knows he/she has undergone dental treatment at your clinic so the probability of them opening up emails is a healthy one.
For eg. If I do a tooth extraction, i explain the post op instructions to my patient. The same instructions are forwarded to their email, with a gripping subject. An email 4 weeks later with another tacky subject and the matter of the email being about replacement options for the missing area, will get attention. Like mentioned before, not flooding their inbox. This way they will never check your emails if you keep sending them offers and unnecessary stuff.
There is another thing which can be done at the clinic… during the treatment, for eg, when delivering LA, its complete action takes roughly 3-5 minutes. I get into a light conversation with my patient. ask them indirectly, "did you read (so and so) email from our side? that was drafted personally by me!!" Two advantages in this…. number one if the patient says yes, we know our strategy is working. If they say no, we restrict the emails and not waste much time sending them emails! second advantage, even if the patient says no, there are chances the same evening he would go and open our mail!! One patient may say, No Doctor I didnt, but wait I will check it right now on my phone! Let him read the email then and there. Remove your gloves and happily wait for him to read. You may get an instant response then, guaranteed!
But remember, not all patients have smart phones. On the other hand, tech savvy patient may not necessarily settle for a zirconia but an old person, who may not use emails, (forget social medias!), may settle for an implant supported denture!
When a new patient enters for a check up, (after explaining him treatment options) request him to spare 2 minutes and watch an interesting video on the procedure in the reception area. Instruct the receptionist to put the related video and at the same time an informative brochure of that procedure for him to take home. It leaves a print of the information in the patient’s mind. Its all a mind game for the benefit of the patient.
These are just simple tips that can help you go a long way in building up your practice.
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