How a Dentist Should Market Their Practice
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I found my dentist, Provo Dental Care, like most people do, from a referral (word of mouth still trumps any paid channel). But I’m continually impressed with their marketing campaigns. Here’s what they’re doing that keeps me engaged.
1. Referral gift. I was so impressed with the practice that I’ve referred a few people to their practice. Every time I do, they send me a Thank You card with a hand written note, two movie tickets and a gift card to a local restaurant. How sick is that? Of course I’m referring people whenever I get the chance. This is what my mentor and friend, Brett Barlow, calls “Surprise and Delight.”
2. New customer gifts. After my first visit, they gave me a toothbrush, floss, chapstick, a couple stickers and a t-shirt with the practice’s logo on all the items. The shirt looks pretty cool and fits well, so I actually wear it. Surprise and Delight again.
3. Appointment reminders. I get emails and postcards in the mail when my next appointment is coming up. They even let me know I need a checkup when I don’t have a follow up appointment scheduled.
4. Relevant Marketing Nudges. I got a letter from them a couple of weeks ago reminding me I still have money left on my dental plan for another visit. The letter even told me the amount I had left on my plan and encouraged me not to let the money go to waste. I love this!
These guys have got their CRM marketing running like a well-oiled machine. It’s not like they’re innovating like crazy; they’re just consistent and relevant. Every business in the service industry should do this kind of stuff.
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[Photo by snowriderguy]
