Looking to acquire more high-value patients or pump up your new-patient acquisition numbers? Heed these tips, avoid the pitfalls, and watch those new patients stream in.
The start of a new year always signals a time to take stock of the business side of dentistry, and for most practices, that quickly translates into expanding their patient base. If it’s an “easier said than done” problem, you’re definitely not alone. Attracting new patients—especially in the ultra-competitive arena of dentistry—can present some challenges, but avoiding a few common marketing mishaps can point you in the right direction and have you greeting new patients in no time at all.
“The No. 1 marketing mistake dentists make when trying to expand their patient base is having a website with poor mobile optimization,” said Cori Ricca, Director of Marketing at RAMP Results, a full-service dental marketing company that specializes in building and growing dental practices.
“With over 60% of healthcare searches happening on mobile devices, having a website that doesn't perform well on smartphones is a critical mistake," she said. "Slow loading times, difficult navigation, or forms that aren't mobile-friendly can frustrate potential patients and drive them to competitors. Make sure your website is responsive, loads quickly on mobile devices, and makes it easy for patients to schedule appointments from their phones.”
Focus on the Patient Experience
Many clinicians make the mistake of promoting dental credentials, available treatments, and high-tech equipment on their websites, while falling short when it comes to addressing patients' emotional concerns.
“About 36% of patients have dental anxiety, so it’s critical to showcase patient testimonials, office tour videos, and content that specifically addresses those concerns,” Ricca shared. “Make it a point to show—not tell—how your practice creates a comfortable and welcoming environment.”
Keep Social Media Current
It's also critical to stay active on social media accounts and online review sites. “An outdated Facebook page or unanswered negative reviews can damage credibility," said Ricca. "Keep a consistent posting schedule and promptly respond to all reviews, both positive and negative.”
A final tip is to avoid generic, one-size-fits-all marketing messages and focus on what matters to your specific patient base—busy professionals, seniors, or families with children. “It’s also great to use highly targeted marketing channels, including digital display ads or pay-per-click ads,” Ricca concluded.
