Endorsements or word of mouth have become the most effective way to promote medical practices
New York, NY (Vocus/PRWEB) January 11, 2011
According to a Yankelovich 2010 survey, about three out of four Americans don’t believe advertisers tell the truth. Keeping this important fact in mind, senior consultant in dental marketing services and expert author, George Brakatselos, stresses that dentists should focus on an integrated marketing strategy that excludes advertising. “For the New Year, new patient marketing needs to be fully integrated. It needs to cover all the bases to be successful in attracting new patients. This strategy should not include spending money on advertising,” says Brakatselos.
Firstly, doctors should not be spending money on advertising. While advertising can be an effective marketing tool in many businesses, it has proven to be of little benefit to doctors marketing their practice. It is expensive and provides little to no return. Advertising also lacks credibility.
An effective marketing strategy must include endorsements or “word-of-mouth” marketing. Dentists need to get influential people of the community-- local politicians, business leaders, community leaders, etc. to promote them and sing their praises. Doctors can get this accomplished by conducting and getting involved in community activities. “Endorsements or word of mouth have become the most effective way to promote medical practices,” adds Brakatselos.
Careful orchestration of community events will lead to media coverage of the practice. This is enormously powerful and can transform a dental practice. A well-planned media strategy also needs to be developed to maximize the doctor’s exposure. The doctor needs to “appear” in the news media, both electronic and print, on a regular basis.
Lastly, an effective internet strategy must be in place. The dental practice needs to appear on top of the search engines to drive traffic to the web site. “This is where most doctors drop the ball. They hire a web site designer and sit back and wait for calls to come in. It doesn’t work that way. You must create a path for prospective patients to follow,” says Brakatselos.
An integrated marketing strategy, which includes endorsements or word of mouth, a sophisticated public relations campaign and a results oriented internet program, will result in new patients for any dental practice. “Doctors cannot rely on a staggered approach in marketing. A multi-faceted approach, firing on all cylinders, is the best way to attract new patients,” adds Brakatselos.
Mr. Brakatselos is a Senior Consultant representing DR, Inc. For 17 years, DR, Inc. has been working with doctors all over the country and across specialties, helping them boost their profitability and transform their businesses. He is also an expert author, writing for LIVESTRONG.COM and for The Examiner.com as The NY Medical Practice Specialist. Mr. Brakatselos' prior experience includes managing broad policy/public relations initiatives for the financial services industry. For more information on dental marketing services visit http://www.gbmarketingexperts.com.