When we talk about marketing today, Google is almost always the first thing that comes to mind. This is not surprising, as Google has revolutionised the way businesses reach their customers. The vast majority of businesses, including dentists, have shifted their marketing budget directly to online advertising, especially via Google.
But what if you took a different path?
What if you went against the grain and rediscovered some of the effective marketing strategies used before Google came in and dominated the landscape?
As is often said in marketing, ‘It's better to be different than better.’ This phrase emphasises the importance of standing out, rather than just trying to be the best in a sea of competitors. Instead of focusing on being ‘best’ in your marketing - which is what everyone else is trying to do - think differently and adopt non-traditional methods that make your dental practice unique and easily recognisable.
Breaking free from the price war - Find your ‘blue ocean’
In his book Blue Ocean Strategy, W. Chan Kim talks about the importance of moving away from the ‘blood red ocean’ where competitors fight for customers, often by lowering prices and cutting margins. Instead, he encourages finding your ‘blue ocean’ where there are fewer competitors and pricing is freer. The same can be said about marketing for dental practices. If all dental practices advertise on Google and compete to be the best at SEO and Google Ads, there will be a fierce battle for attention - and price.
Instead, consider focusing on long-term strategies that build a solid image for your dental practice, also known as branding. Branding isn't about quick results or instant bookings, but about creating a lasting relationship between you and your patients. Your dental practice is an extension of your personality, and your marketing should reflect that.
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Who is your ideal patient?
One of the most important tasks when working with branding and marketing is to identify your target audience. Who is your dream patient? What is their gender, age, location, income level and lifestyle? What are their values and needs? In marketing, we call this a persona. The more detailed you can define this persona, the better you can create a targeted and effective marketing strategy that speaks directly to them.
Most dental practices in Denmark have strong local roots, and this is a strength you can capitalise on. Your patients don't necessarily choose you based on your professionalism, although we dentists would like to think so. The truth is that patients choose dentists they like and trust. That's why it's important to be visible in your local area in a way that makes potential patients feel like they know you - before they sit in your chair.
Become a part of your local neighbourhood
If you want to strengthen your local presence, there are a number of simple and inexpensive ways to do so. Here are some ideas that don't necessarily cost a lot, but can have a big positive effect on your dental practice's brand and presence in the local area:
Workout locally: If you go to the gym, choose a local centre. Here you can meet potential patients in an informal and relaxed setting.
Local shopping: Support local businesses by shopping local and show that you support the area.
Use local tradesmen: When your dental practice needs maintenance, hire local tradesmen. A good relationship with other local businesses can open doors for future collaboration.
Be active in the community: Join local associations and networks. It could be a sports club or a business association. Being visible in these organisations builds trust.
Sponsor a local sports team: A spot in the VIP lounge gives you the opportunity to network with other business owners and promote your clinic brand.
Get a deal with the local newspaper: Offer to write a regular dental advice column once a month. This creates both visibility and authority.
Branding is all about persistence
You might be thinking: ‘That seems a bit too simple. Can it really have an effect?’ The answer is yes! I've tried it myself, and so have several other practice owners. We've spent a lot of money on expensive, elaborate online campaigns that rarely have the long-term effect you hope for. The activities I mentioned above are simple, cheap and build a strong local brand over time. The most important thing is to be persistent - branding is about positioning your dental practice long-term, not about quick results.
A friend of mine who owns a clothing store spent $100,000 annually on household leaflets. The effect was felt for a few days after each issue, but there was no lasting value. He told me that he would much rather spend the money on long-term activities like the ones I mentioned earlier - activities that not only provide a short-term boost, but build a lasting brand.
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Co-branding and collaboration
I've previously written about how you can collaborate with other local businesses through co-branding. It's all about creating win-win situations where other local businesses refer customers to you without costing you a fortune. For example, consider collaborating with a local hairdresser or café where you refer patients/customers to each other. It's a simple and cheap way to increase visibility.
Final thoughts on dental marketing without Google
Marketing doesn't always have to be expensive or complicated. Often the simplest strategies can produce the biggest results - if you're willing to be consistent and persistent. It's about being visible, authentic and engaged in your community. If you've found a brilliant idea for an inexpensive form of local marketing, please share it in the comments section!
Over the years, I've helped a number of dental practices develop alternative marketing initiatives. If you'd like some help too, drop me a line and tell me what you want to achieve. If I'm not the right person to help, I might know someone who can help you. Mail@HattConsulting.com
Thank you for reading my blog post
Kind regards
Dentist, consultant & coach
Jesper Hatt
P: +41 78 268 0078
"At Hatt Consulting, we understand that dentists and practice owners have big dreams and goals for their practice. We are dedicated to helping you turn your ambitions into reality through personalised consulting, tailored online and in-house clinic training.
Whether you want to improve management skills, optimise dental practice operations or build an exceptional patient experience, we are here to guide and support you on your journey. We offer customised solutions to fit your unique needs and goals.
Contact us today and let's create a strategy and action plan together to help you achieve your dreams and create a successful and sustainable dental practice. Let's work together towards a future where you thrive as a dentist and practice owner."
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