How to attract more patients? The ideal Digital Marketing for your dental clinic

Digital Marketing for dental clinics is an excellent strategy to attract and retain patients. Through it, it is possible to create a more modern and reliable image for your clinic. Increasing confidence in the work done and attracting new patients in a natural way.

Having only indications from current patients makes your clinic limited. And in an increasingly competitive market, this could cause your clinic to close its doors very soon. Continue reading this article and better understand how to develop a good strategy without disregarding the disclosure rules for the area.

What is dental marketing?

Dental marketing is nothing more than the use of marketing strategies and techniques aimed at dentistry. When we talk about Digital Marketing for dental clinics, these strategies aim to build a presence on the internet. For this, channels such as the website, blog, social networks, ads on Google, among others, are used.

To be effective, dental marketing needs to start from a well-structured planning. It will define the profile of your patients, the market opportunities and the differentials of the clinic. From there, the strategies will encompass a language for the clinic to communicate on the internet. As well as the channels and investments that will be made so that the objectives are achieved.

Keep in mind that currently, not being present on the internet is becoming the equivalent of not existing. It is already common for people to Google dentists and doctors and read reviews on social networks. Therefore, building a strong and positive presence in these environments is what will make all the difference for your clinic to stand out.

The Advantages of Digital Marketing for Dental Clinics

Those who still believe that the internet is only for leisure are mistaken. To give you an idea, the latest Brazilian Media Survey revealed that 67% of internet users use the medium to get information, that is, you can bet that potential patients are already looking for your clinic on the internet. Now is the time to structure these channels so that they bring return for you.

Speaking of returns, this is another very convincing reason to invest in Digital Marketing for dental clinics. The return on shares carried out on the internet is high and proven. It is possible to monitor all strategies carried out on social networks, website, campaigns, among others. With this, you get to know exactly how much return each of the initiatives generated. And, thus, further optimize investments to keep growing.

Finally, it is worth emphasizing that Digital Marketing for dental clinics is a highly effective way to become an authority in the area. And when that happens, your clinic is recognized as the best and patients are naturally attracted.

Know the disclosure rules for dental clinics

It is important to remember that dental marketing has some restrictions. According to the Federal Council of Dentistry (CFO), some practices are considered illegal by the code of ethics. Therefore, before you start doing it, it is important to be aware of the rules of this document. Thus, you do not commit any irregularities and do not run the risk of compromising the image of your clinic.

Below, we list some of the rules you need to know. Are they:

Rule # 1 - “before and after” photos of treatments cannot be used as a marketing or dissemination resource.

(According to the most recent CFO Resolution 196/2019, the disclosure of images related to the diagnosis and conclusion of dental treatments when performed by a dental surgeon is currently authorized).

Rule # 2 - It is prohibited to disclose prices and payment methods for the procedures in the clinic's advertisements. The amount can only be passed directly to the patient, if he/she requests it through any means of contact.

Rule # 3 - It is considered unethical to disclose procedures or techniques without scientific proof. The same goes for equipment and installations that are not validated by the competent bodies. Criticizing the techniques used by other colleagues as outdated or inadequate is also an ethical infraction.

Rule # 4 - It is not allowed to offer free treatments with the intention of attracting patients or promoting the office.

Rule # 5 - In the office disclosures, it is mandatory to include the name and registration number of the natural or legal person. Just like the name of the responsible dentist.

How to develop a dental marketing strategy

Digital Marketing for dental clinics can start small. So, as the actions are paying off, you can reinvest in other channels. However, even with a focused strategy, it is important to start from a marketing plan. After all, without it the actions will be lost and you will hardly be able to achieve the intended goals.

To get started, you can do the following steps:

1 - Understand who your audience is

Digital Marketing for dental clinics will never be effective if you want to talk to everyone. Focusing on a specific profile of patients who have to do with your clinic's proposal is the path to success.

The more knowledge you have of your patients' problems and needs, the easier it will be to direct communication. This way, you can create a connection with them. And that will make all the difference for the dissemination of the clinic to be a success.

A tip here is to define a persona, that is, a semi-cunning profile of your patients. Give this persona a name and trace its personality, yearnings and moment in life. This makes it easier to visualize who your audience is and focus your efforts in the right places.

2 – Bet on short-term strategies

Digital Marketing for dental clinics is also an excellent way to attract patients in the short term. For that, however, you will need to be present in the right places.

Google My Business, for example, is a free tool that will give excellent visibility to the clinic. In it, you can register the address, procedures and even photos of the office.

To be effective, however, it is important that you use the keywords that are important to your business. So, if you are a reference in tooth whitening, make sure the term appears in the profile.

3 - Facilitate patient contact with the clinic

Another important point in short-term strategies is to facilitate patient contact. It may seem obvious, but many clinics still provide only the contact phone, which is always busy. In the internet age, access needs to be fast, easy and with multiple options. Therefore, make available various forms of contact, such as email, phone and WhatsApp.

If your website has a contact form, make it as simple as possible. After all, no one else has the patience to keep filling out several fields to be able to make an appointment or ask a question.

4 – Check your presence in dentists' portals

Targeted sites like Doctorália, Consulta.me and Boa Consulta are becoming popular among patients. So it is worth signing up for them. Many of these portals offer free plans. However, you can pay to be more prominent in searches.

Ideally, you should ask patients to evaluate you and interact with them. Thus, you increase your visibility and give more confidence when someone is looking for a new dentist.

5 - Use the power of Google AdWords

Google AdWords is the Google tool that allows you to advertise on search results and on partner sites. Today, this is one of the most effective channels to bring returns in the short term. After all, you have a chance to show up right when a person is looking for the procedures offered.

The most interesting thing about Google AdWords for dentists is that you can decide how much to invest. In other words, this is not an expensive medium as magazine ads tend to be. Another great advantage is that you only pay when your ad is clicked or displayed a thousand times. With this, the chances of obtaining results increase and you optimize your marketing investments.

6 – Also advertise on Facebook

Another powerful Digital Marketing strategy for dental clinics is Facebook and Instagram ads. Know that people are not on social media just to have fun. Publicizing your clinic's differentials on these channels is important to increase your presence and build a brand of authority.

Here, it is essential to invest in quality content and professional photos and videos. So, offer care and health tips to your patients. Asking questions also usually helps a lot to gain more confidence. Just be careful not to break the disclosure rules. Keep in mind that the way here is informational content, not promotion.

7 - Bring the referral of patients to the internet

The indication of current patients is usually a very important front for dental clinics. And you can also bring this to the internet and enhance your Digital Marketing strategy.

Encourage patients to post reviews on Google My Business, social networks and dental portals; thus, your clinic conveys more credibility and attracting patients brings more results in the short term.

8 - Become a reference

From this topic onwards, we will address some actions and strategies with more long-term returns. The first of these is content marketing.

Making tips, videos, blog posts and other materials available to help answer your patients' questions makes all the difference in Digital Marketing for dental clinics. Content is a powerful tool to educate your audience. And, thus, gain a position of authority in the area. For this, it is essential to create exclusive content that is of interest to your audience. In addition to maintaining a consistent frequency and defining a language that reflects the identity of your clinic.

9 - Take advantage of the power of social networks

Social networks can be used to disseminate the content produced. In addition to the news from the clinic and testimonials from patients. Use Facebook, Instagram and other channels to build a closer relationship with your audience. Interact with them, answer questions and make lives. Publishing quick tips on health, aesthetics and oral care also makes all the difference to a good strategy. Thus, you strengthen your position of authority even more.

10 - Focus on your patients' experience

The market as a whole is more competitive. Therefore, what most differentiates one clinic from the others is the service it offers to patients. Therefore, respond quickly and cordially to contacts received. Remind patients of appointments and conduct satisfaction surveys to measure the quality levels of the clinic.

Source: Elevon Gestão do Crescimento. Available at: https://www.elevon.com.br/marketing-digital-para-clinicas-odontologicas/. Access on: 07/21/2021.