10 Bulletproof Dental Patient Marketing Ideas to Overcome the 5 Big Challenges of 2020
Updated August 2020
Dental patient marketing is constantly evolving. Are you keeping up?
In 2020, the dental industry is facing 5 Big Challenges that are threatening to hurt the future of your practice. Traditional dental patient marketing tactics won’t produce (big enough) results. If you want to stay competitive and get new patients through your door, you must change the way you market your practice.
Learn 10 modern and effective dental patient marketing ideas to do just that.
The 5 Big Dental Patient Marketing Challenges of 2020
1. Heightened competition
The dental workforce is projected to grow 19% from 2016 to 2026 — much faster than the average growth rate for other industries. The American Dental Association (ADA) Health Policy Institute contributes this growth to an influx of younger and more diverse dentists, something they predict will continue through 2035. Not to mention that more and more dentists are waiting even longer to retire.
The result is a marketplace saturated with qualified dentists.
But most dentists don’t need research and statistics to know that competition is fierce — they’re feeling it in the day-to-day challenge of attracting new patients.
Our dental marketing company works with dentists of all sizes throughout the US and they all face a similar challenge: attracting their ideal patient and growing their patient base. Private practices are feeling this pinch more than others, but in the years ahead everybody will have to fight a little harder for NPOs.
The good news is that despite this increase in competition, the overall demand for dental services remains strong.
As the population ages, and with mounting awareness of the importance of dental hygiene, the key will be creating an effective and forward-thinking dental patient marketing plan.
2. The rise of DSOs
The number of dentists may be increasing, but the specifics about how these dentists are operating is evolving. The biggest change? Fewer solo practitioners and more dentists participating in DSOs.
According to Modern Dental Network, solo practices are shrinking at about 7% per year. Meanwhile, the ADA reports that 7.4% of dentists are currently part of a DSO, and this number jumps to 16.3% for dentists ages 21-34.
This corporate dentistry model is seen as an alluring alternative for those who don’t want to deal with the headaches of owning a business — especially considering the touted bottom-line benefits.
This shift will no doubt make an impact on the race for NPOs. With DSOs slated to continue taking a big piece of the dental marketplace (up to 30% by 2021!), it will become even more difficult for solo practitioners to stand out and gain market share.
This is particularly true if practices continue using worn out dental patient marketing tactics.
3. Decline of traditional advertising
- TV and radio ads
- Yellowbook listings
- Mass print mailers
Though these “old-school” marketing methods can be effective when used to complement other tactics, remaining successful and competitive today requires an online dental marketing strategy.
Compared to online dental marketing, traditional advertising…
- Lacks transparent tracking of results and effectiveness
- Cannot achieve the same level of targeting
- Costs more with a lower ROI
With this in mind, it’s easy to understand why traditional marketing is no longer the sole marketing approach of successful dental practices. And in light of heightened competition and big-budget DSOs, a strong online presence and strategy is more important than ever.
Today, taking a strategic approach to your dental patient marketing (starting with an online strategy) will produce better results and a better ROI.
4. Increase in fly-by-night online dental marketing agencies
Most practices don’t have a full-time digital dental marketing specialist on their team. And with a successful strategy requiring up-to-the-minute industry knowledge, the majority of dental practices choose to partner with a dental marketing agency.
Unfortunately, unqualified “marketers” have become wise to this opportunity. Over the last year or so, there’s been an increase in fly-by-night agencies just waiting to take advantage of dental practices.
What are some common characteristics of this type of shady, fly-by-night agency?
- Guaranteeing specific results within a short period of time
- Throwing around marketing buzzwords and technical jargon without further explanation
- Using a content library (what we like to call “copy and paste” content)
- Inability to put you in contact with current or past clients for a reference
- Small team comprised of just 1-3 people (or reliance on subcontractors)
This type of agency likely won’t be disappearing anytime soon. Especially in the current climate, it’s incredibly important to verify that you’re working with a trusted dental patient marketing agency that can help deliver high-value patients.
How do you spot a shady agency? Read the 9 questions every dentist should ask when researching a dental patient marketing company.
5. COVID-19 pandemic
The coronavirus pandemic has been devastating for so many industries, and dentistry is included. Dentists throughout the country had to shut down for many weeks, and new safety measures had to be organized and implemented upon return. And who knows what else the year holds.
Even if you set aside the hassle of opening and closing your doors, complying with new regulations and implementing new policies, there’s an even bigger challenge to face. When people’s finances are affected, dental checkups and other care gets pushed to the backburner. It may be harder than ever to get new patients through the door — and keep them there!
In the midst of a shifting market and uncertainty over the future, one thing is sure — as the market changes, your practice needs to change with it. There has never been a better time to capitalize on the changes and position your practice as a leader in your community.
If you don’t, one of your competitors will, and you’ll be left behind.
How To Overcome the Challenges
Take out your phone and load your website. Without pinching, zooming, or squinting, answer these questions:
- Can you easily navigate the site?
- Can you see your office phone number?
- Can you easily fill out your contact form?
If you answer no to any one of those questions, you have a problem. Over 50% of web browsing happens on mobile devices.. All your dental patient marketing strategies are worthless if, once a patient gets to your site, they can’t navigate it easily. If your website doesn’t accommodate mobile users, you are turning patients away.
A mobile-first website meets these basic requirements:
- Responsive design that adapts to the device it’s viewed on — phone, tablet, or computer
- Most important information first (like phone numbers, contact buttons, and info about your practice)
- Limiting clutter, visual noise, or confusion — keep it simple
Creating a mobile-friendly website has a lot to do with the design platform your website is built on. The best dental websites are built with WordPress. WordPress sites are flexible, scaleable, and look and perform just as perfectly on mobile as they do on a desktop.
Getting started with the StoryBrand formula is easier than you think
PPC (pay-per-click) ads are a powerful advertising tool and are only growing more important as the market shifts. A Google Ads campaign is a great place to start and offers a variety of PPC options to choose from:
- Ads that appear within Google search when someone searches for certain keywords
- Ads that help you re-engage people who’ve previously visited your site (called remarketing campaigns)
Setting up effective PPC campaigns takes time, skill, and experience. If you’re new to PPC, partner with an expert to maximize your budget and get the best results.
Learn how to create a winning PPC strategy
How do you get more 5-star reviews for your practice? A reputation management software can help
Has your practice invested in online dental scheduling software?
Recent research shows that over 50% of people are still making appointments over the phone. However, 31% would seriously consider switching dentists if that provider offered online appointment booking.
If a patient calls and gets your voicemail, or sends in a contact form submission and doesn’t get an immediate response, they may keep looking for a new dentist. This is especially true for those who are in a hurry to get an appointment.
Online appointment scheduling offers instant gratification and gets new patients started right away without any unnecessary waiting.
There are a lot of online scheduling software options available. We’ve outlined some of the top options here.
The world of online patient marketing is quite technical and constantly evolving. There are a lot of ideas out there, but there’s never a one-size-fits-all answer. The most effective methods are completely customized to your dental practice based on:
- Current marketing tactics
- Website design and copy
- Problems you’re trying to solve
- NP growth targets
Here’s what we suggest. Start by examining these ideas under the lens of your overall practice goals and objectives, considering how well they align. Ask yourself…
- Where is my practice currently falling behind?
- Where is it succeeding?
- How do these ideas fit with my current online dental marketing methods?
Then, talk to your dental marketing company about their thoughts on whether or not any new methods or ideas are worth your time and how it will help fuel success.
And if you’re not already working with a trusted and qualified dental patient marketing company, this is absolutely something to examine in 2020.