And The Secret to Maximising Your ROI
The dentists we speak to have spent many years training to be the best in their field and do countless hours of CPD just to keep up with the requirements of the GDC. The majority of them have not learnt about marketing at university and have had to learn from their peers and from newspapers and marketing companies leading to many painful experiences.
Unbelievably very few businesses do track their return on investment (ROI) from advertising. The ones that do are usually clever corporations with the marketing know how to do it easily or smart business owners that understand the value of finding out which marketing methods work and then sensibly investing more resources in the ones that are delivering lots of new patients.
Maybe you think spending any additional money on tracking your advertising is ridiculous and not possible for your practice. That is fine but at least take the time to train your receptionists how to ask your new patients where they heard about your practice.
Potentially you could even take it a step further and get a sophisticated call tracking solution put into place, whereby you can actually trace all your newspaper advertising or online marketing initiatives down to a particular phone number linked to an advert or a Google analytics code for a particular pay per click advertising initiative.
This is relatively simple to implement and a necessity to strengthen your business, so that you can be in a better place after your marketing spend, investing in your marketing and maximising your new patient numbers.
If you would like any more resources on online marketing or practice management, please visit our website.
By Nathaniel Schooler, GetWise Marketing