Marketing strategies for your orthodontic practice must change as you move from thinking like a single-doctor practice to a multi-doctor office. The nature of the patient population, referral base, and expectations as well as the duties of key employees all shift as the number of providers increases. As an orthodontist thinking about growing your practice, here are five strategies you can use to transform your current marketing efforts into a successful strategy for growth.
1. Set up Marketing Automation Systems
Marketing automation is critical because it allows your practice to scale effectively without requiring an army of employees dedicated to managing marketing campaigns. Marketing automation allows you to manage multiple customer touchpoints, including email, text messages, and social media posts.
2. Keep Your Brand Consistent across Channels
The key to scaling your marketing efforts is to build a system that allows you to manage all of your touchpoints, including emails and social media posts. Your branding should be consistent across all channels so customers can easily identify when they are interacting with your business. Whether it’s your imagery, call to action, or tone of voice, consistency in your branding allows you to scale your reach with ease.
3. Invest in Online Reviews
Orthodontists who are thinking about growth need to treat their practice like a startup company by continually seeking new ways to lower cost-per-acquisition. Online reviews are a critical part of a successful marketing campaign because they’re directly influencing how patients find and choose their orthodontists. Make an investment in technology that allows you to collect, track, and respond to online reviews across multiple review sites. This is especially important for Google business pages which are often the most influential when it comes to online reviews.
4. Create an orthodontic blog on your practice’s website
Blogging is a great way to establish yourself as an expert in your field. By sharing industry trends and advice, you’ll show visitors that your practice is cutting edge and up to date with the latest orthodontic innovations.
Video blogs (vlogs) are another powerful tool for expanding reach because they allow patients from your local area to easily access information about your practice, orthodontic care, and treatment options. Videos are particularly useful for showing cases of difficult orthodontic problems that you’ve corrected.
5. Invest in pay-per-click ads
Paid search is one of the most cost-effective ways to drive local traffic to your practice’s website. Whether you’re targeting people searching for orthodontists within a five or 50-mile radius, pay-per-click ads are an excellent way to expand reach and build awareness of your practice.
If you’re thinking about scaling your orthodontic practice, it’s critical that you have a strong marketing strategy in place. The 5 strategies we’ve outlined can help you set up an effective system for growth and success. If all of this sounds intimidating and you want to learn more, reach out today so our team can partner with you through the entire process from branding to content creation.