By JONATHAN FINE
Of course we all know about the immense, cost effective selling power of digital marketing and its vital role in generating new patients. Your website is your shop window and it’s available to all your potential shoppers 24 hours a day, 365 days a year.
There is, however, a significant limitation…
The most cost effective dental web marketing is treatment led, meaning it appeals to customers that want to specifically buy things like emergency care, cosmetic dentistry, teeth whitening, implants, orthodontics or facial aesthetics.
Why do they want to specifically buy a certain treatment? Desire. Apart from emergency care (which is a bit like exhaust pipe purchasing — what marketers refer to as “distress purchases”), all the other treatments serve desires, however poorly articulated.
Imagine a 42-year-old bank manager who has always had crooked teeth. He never smiles properly and hates photographs but has grown to accept the state of things and never actually thinks about it. Then one day he sees an advertisement in his local newspaper with a photograph of a 42-year-old bloke with crooked teeth next to a photograph in which he has a wonderful smile.
The headline is “You too can have wonderful straight teeth”. Guess where he goes next. Your ortho landing page.
Don’t ignore desire. There is a wealth of untapped opportunity waiting for you — if you need help please give me a call on 07860 672727.
Best wishes
JJF