Have you ever searched or shopped for a product online and then opened Instagram or Facebook? You probably saw an advertisement from that company after you did. How was it able to target you so quickly, and what does this have to do with your future dental practice? The answer is remarketing, a form of online advertising that allows you to place ads in front of people who recently visited your website.
According to Jordan Glickman, founder of North Carolina-based Impremis Marketing, in the past, most dentists did not market their practices. If they did, they would use traditional advertising tools such as phonebook entries, billboards or fliers. However, there has been a shift toward digital marketing practices for dentists, which can target specific populations and use minimal labor to acquire new prospects, qualify them and schedule them for their first appointment — all without interacting with a human.
Implementing these high-level marketing strategies does require a certain level of tech savvy, so if that’s an area in which you don’t have a skill set, there are a number of agencies that can help you. To get started, one of the first steps in using this type of marketing is to map out a customer journey funnel, which takes the “customer” — your patient — from being unaware of your business through the “journey” of becoming a long-term patient. You want to get in front of both warm and cold audiences that are your target market. Both audiences should be narrowed down by their age, location, income and occupation. According to Glickman, this is more effective than solely handing out fliers or using billboards because you’re putting your message right in front of the patient population you want to reach.
Finish reading this article in the April issue of Contour magazine.
~Annce Shah Kadri, Boston ’22
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