Seven steps to success - Tim Caudrelier

The success of your practice can be measured in many different ways – by your patients’ satisfaction, the number of new patients you acquire each month, your annual turnover or the happiness of your staff. In most cases it is likely to be combination of these aspects and more, together demonstrating the overall growth of your business.

Developing relationships

As important as it is to remain abreast with the latest developments in the industry, source the most effective equipment and ensure staff training is up-to-date, it is also crucial to build and maintain effective relationships with your patients.

From the moment someone first shows interest in your practice or a service you provide, right up until they have been with you for 30, 40 years and beyond, the relationship you share with them is integral to your business’ success. After all, it is not simply about getting new patients through the door (which is of course essential), it’s about giving them a reason to keep coming back.

This is demonstrated perfectly by the concept of lifecycle marketing. Tried and tested for small businesses in several different industries, this concept establishes seven steps for effective marketing:

1. Attract strangers,
2. Capture leads,
3. Nurture prospects,
4. Convert sales,
5. Deliver and satisfy,
6. Up-sell and
7. Generate referrals.

As mentioned, step 1 is important to drive new people into the practice, and these leads then need to be captured by encouraging them to visit the website or even the practice.

The area most often neglected by practices when it comes to their marketing strategies, is step 3 – nurturing prospects.

In order for patients to accept treatment, they need to have trust and confidence in your practice and the skills of your staff. This is relevant both with new patients and existing, and on-going communication is important to help build that rapport.

For example, some people may not require dental treatment for another couple of years, but by keeping them informed of the services you offer and the benefits available to them, they are more likely to visit you when that time comes. Similarly, patients who have been visiting your practice for years, experiencing a divorce, a birthday or the end of a child’s education fees, they may reach a position where they can enhance their appearance or undergo the dental treatment they have wanted for a while.

Once these relationships have been established and nurtured, the following few steps of the lifecycle fall into place much easier. Assuming that the patient is satisfied with the outcome of their treatment, they are likely to consider further procedures and recommend you to family and friends.

The cost of effective marketing

It is widely accepted that around 5% of your gross revenue should be spent on step 1 of lifecycle marketing. Whether you use newspaper adverts, A-boards or post leaflets through doors, it is important to raise awareness of your business in the local and wider area.

Once you have built up a database of potential patients (this can include existing patients who visit regularly for routine dentistry), money then needs to be spent on maintaining those relationships. Keeping these people informed of new treatments, services and special offers through direct mail or newsletters can however require a lot of time, money and effort.

Making life easier

Instead of compromising on the quality or regularity of marketing material sent out, there are ways you can make the process a whole lot more efficient and cost-effective. Companies such as Infusionsoft provide the perfect opportunity for you to prepare and initiate a long-term effective marketing strategy, without the associated costs and time. Through effective planning, proper structure and a tracking system to measure return on investment, it offers all the tools small businesses need to attract new patients, automate marketing and grow sales.

In view of the recent partnership between Infusionsoft and 7connections, together they can help you organise, implement and analyse your marketing strategy for maximum success in the dental industry.  They can help you sustain and develop patient relationships that maximise on your marketing, by utilising the power of a specialist service that saves you precious time and money.

Looking to the future

By truly nurturing your patient relationships, you can help build a sound foundation for the future of your business. A proven and cost-effective lifecycle marketing strategy will ensure you make the very most of your investment and encourage the long-term success you seek. What are you waiting for?

For more information about 7connections or the new partnership with Infusionsoft, call 01647 478145 or email pThis email address is being protected from spambots. You need JavaScript enabled to view it..

Alternatively, please visit the brand new website www.7connections.com.