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There are so many ways to promote your dental practice and reach your target audience and more than just one channel or marketing format is needed to effectively reach your community. When potential patients encounter your brand more frequently — when and where they are spending their time: at home, work, or scrolling on their phones — the higher the chances they’ll convert.
Keep reading to learn more about what an omnichannel marketing strategy can do for your dental practice.
Patient Expectations for Your Dental Practice
Businesses with a solid omnichannel strategy see a 9.5% yearly increase in annual revenue, while also retaining 89% of their customers, compared to the 33% that those with weaker marketing strategies retain.
Patients now expect and want multiple touchpoints from a business before reaching out to make that initial appointment. That’s why omnichannel strategies are so effective. Across all platforms and customer touchpoints, there is the expectation that dental offices have:
- Personalized and responsive communication
- Online appointment scheduling
- Transparent pricing
- An engaging online presence
- Educational content
- Consistent branding and messaging
- Seamless interactions (online to in-person)
The idea behind omnichannel marketing isn’t just about being everywhere. You want your marketing messaging to create a smooth, caring, and interconnected experience.
What Does an Effective Omnichannel Strategy Look Like?
An effective omnichannel strategy strikes a balance between digital and direct marketing, finding the strengths of both to create an engaging patient experience on multiple platforms.
Here’s a look at a few digital elements for a successful omnichannel marketing approach:
- Keeping your dental website up to date — Your website serves as the first point of contact between your dental practice and potential patients, making a responsive dental website (in terms of functionality and design) a necessity. Having a seamless experience online is non-negotiable.
- Engaging online visibility with SEO — Not only should you have a professional place to send your online visitors, but you should also work on how you’ll get them there. SEO helps your site rank higher in search results and makes it easier for new patients to find you.
- Use personalized email marketing to build relationships — Email marketing is a powerful tool for fostering deeper relationships with existing patients while attracting new ones. Whether it’s appointment reminders, newsletters with oral health tips, or updates about your practice, you can personalize your emails with patient names and tailor content based on their interests or past interactions with your practice.
On top of your digital strategies, start building a loyal patient base by incorporating direct mail marketing. As one of the preferred and most trusted forms of marketing material to consumers, consider:
- Targeting the new mover market – New movers are one of the highest-valued audiences for small businesses. Sending a postcard mailer welcoming them to the community is both a positive way to stand out and a way to let them know of your business when they are actively ready to find a new dentist.
- Sending customized postcards and physical newsletters – Direct mail adds a personal touch that digital communications often lack. These materials can make your patients feel valued and connected to your practice, building loyalty and spreading brand awareness.
Next Steps for Omnichannel Dental Marketing
If you’re looking for a little more guidance, our team at UpSwell is here to help you optimize and align your omnichannel marketing strategy with your business goals. Our experts will make sure you get the most out of your marketing budget while reaching your prospects where and when it matters most.
Reach out today for a free marketing assessment to give your dental practice the boost it deserves.
