Often, when I consult with clients who are struggling with getting enough new patients, they typically point the finger of blame at their marketing. You know, their brochures, SEO, direct mail programs, signage, website, or other tactical elements.

Look, before you even BEGIN to consider the role of marketing in growing your practice, you need to consider two critical elements:

First, you must have a good “inside reality”. In other words, your clinical skills, your team, your office environment, your processes, and how you deliver care need to be relevant and deliver real value to your patients and prospects. If the reality of what you do for your patients is not something remarkable; something people will talk about and come back for, it doesn’t matter what your marketing looks like. It doesn’t matter what your communications are saying. It doesn’t matter how slick your new tri-fold brochure is or how fancy your practice website is.

Second, you must couch this inside reality in a brand strategy that will resonate with your target market. Further, your brand platform—the foundation on which your practice must be built—needs to be communicated consistently throughout all your marketing and communications. These are your “outside perceptions”. Your inside reality and your outside perceptions must match.

Look at it like a formula for dental marketing success:

The reality of your offering è expressed in a relevant, authentic, and differentiated brand position è consistently communicated in your marketing materials = better marketing results.

And at the end of the day, isn’t that what we all want?

Visit www.YourDentalMarketingSucks.com

Michael DiFrisco

Michael DiFrisco is the Chief Marketing Officer for the American Academy of Cosmetic Dentistry (AACD.com). He is also the author of How to Craft a R.A.D.I.C.A.L. Brand for your Dental Practice: The do-it-yourself manual for building your dental brand strategy. Learn more at www.YourDentalMarketingSucks.com.

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