In the dental market, chain growth has been historically achieved through rapid M&A and a traditional marketing strategy. Methods like local ads and word-of-mouth can only get you so far, and typically lead to less precise outcomes. A new approach has entered the conversation, one of data-driven digital marketing, which has become increasingly essential in today’s era of new media. This approach can help dental marketers with an opportunity area they have been ignoring for too long: focusing efforts on scaling patients for high-value treatments.
At MVF, we’ve honed our approach to dental marketing, generating more than 15,000 qualified digital implant customers a month in Spain. Here are 4 ways that dental marketers can hone in on better product marketing opportunities, optimise the engagement of implant patients and scale incredibly fast.
Localisation is Key
The Power of Geographically Targeted Dental Marketing
Selecting an appropriate healthcare provider has now become easier than ever, with most consumers quickly finding their nearest practice through online search. One of the most prevalent keywords found in dental searches is location. Indeed, “Dentist near me” is an incredibly common way for organic traffic to make its way to practitioners. This geo-based thinking is especially prevalent within the dental community today, making localisation key for marketers.
A survey conducted by Microsoft found that 34% of people would like personalised ads in return for personal data like location as this provides them with value from the brand in exchange.
Specifically, we have found that in Spain using dynamic hyper-localised adverts to communicate with people in particular regions improves the user experience as a whole. The product becomes more relevant to them, which helps build trust between patient and practice. Localisation is now scalable.
Innovate to Generate
Driving Volume in Dental Implant Marketing
93% of executives indicate that organic growth through innovation drives a greater proportion of their revenue growth, and the same is true for Dental. It is important to stay ahead of the curve and to test consistently in order to gain an advantage over the competition. When we compared our campaigns in Dental against other medical sectors in Spain, we realised that there are different trends, in age, intent through forms, and attitudes towards dental products and procedures, which we needed to adapt to and incorporate into our innovation.
For example, clear and concise marketing and informative advertisements for dental implants can drive engagement as there is little to no stigma around the product. A patient-centred approach builds trust and supports positive growth in patient acquisition and retention. By exploring various marketing channels, including emerging media channels like TikTok, dental practices can generate large volumes of patients. While these channels allow you to engage with a younger audience, we have also found that those 60+ respond well to dental adverts and creative campaigns as well on more disruptive platforms. At MVF, our dedicated team of 400 marketers work around the clock to ensure the dental campaigns are consistently updated to remain fresh and relevant.
The Importance of Utilising Data in Dental Marketing
Utilising insights from data effectively is crucial for digital marketing to succeed, and the very same applies to dental. Leaving assumptions on which platforms or ad types work for a specific demographic at the door is vital. It’s important to understand the data without bias to make informed decisions, for instance; TikTok isn’t just for teenagers, and Facebook isn’t just for over 40s.
Opting for an implant consultation shows urgency, so we’ve found offering an appointment promptly to qualify the opportunity increases the chances of conversion. Prioritising higher-value customer leads in your calendar allows you to scale revenues sustainably, so make sure to make space for these opportunities. Data-driven processes can help predict patient behaviour, enabling consistent growth.
Centralisation is Key
The Role of Centralised Systems in Scaling Dental Marketing Efforts
To succeed in dental marketing, centralised systems are essential for efficient data handling. The sector’s technological turnover increased by 5.5% in 2018, as automation becomes more prevalent. Centralised CRM systems that act alongside your Practice Management System drive performance and allow for high lead volume deliveries, with cloud-based integration enabling real-time revenue analysis on multi-channel campaigns. Proficient internal product teams or outsourcing to an iSaaS(integration software) business can support cloud-based integrations to your PMS system and map multiple legacy systems together across your practices. Clean systems yield higher-quality data through data management and validation, eliminating unhelpful information that can affect the appearance of trends and prospective leads. Within a strong, structured system, you yield higher-quality data through data management and data validation.