Dentists are essential professionals when it comes to oral healthcare. In addition to playing an important part in the population’s well-being, education also substantially impacts the individual’s well-being. Exercise also has a significant effect on the planet’s health. These professionals also need to understand healthcare marketing for dentists to reach more potential patients with quality.
Know the steps of healthcare marketing
Attraction marketing is also known as healthcare marketing. Initially, it is intended to attract and capture the interest of new customers for your business.
Generally speaking, five steps surround the topic of healthcare marketing. Are they:
- Actions aimed at attracting the public;
- Conversion process;
- Approach to the point of developing a relationship;
- Sales process;
- Measurement of the results obtained.
These steps present particularities and characteristics that we will discuss next within a dental environment’s reality.
But, before delving into these characteristics, the dentist needs to convince himself about the importance of applying marketing strategies in his business!
After all, to achieve success and remain competitive in the market, it is necessary to draw the attention of customers, stand out and focus on the aspect of selling a dental product or service, and, above all, it is necessary to create a good experience and invest in maintaining a good relationship with the customer.
All this is possible through marketing, more precisely with healthcare strategies.
Because of this, follow each of the stages of healthcare marketing for dental clinics in detail below to optimize your business.
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Audience attraction in healthcare marketing
The first step of healthcare marketing is to attract an audience. That’s because people are in contact with many brands, products, and services that can catch their attention or even have the potential to solve their doubts.
Imagine thousands of dentists spread across the country and a high volume of professionals in the city where the client is located.
The dentist needs to be within social networks and develop a healthcare website design or healthcare blog to publish qualified content.
But how does this attraction process work?
To attract someone, you need to know the customer. For example, there are dentists with different specialties, such as:
- Periodontics;
- dental prosthesis;
- orthodontics;
- aesthetics;
- General practitioner.
There are different audiences for each of these demands. For example, some professionals specialize in aesthetics and direct their work to facial harmonization, lip filling, and even bot application.
Others are specialized in dental implants, prostheses, and surgeries. Thus, it is necessary to adapt the materials and approaches according to the specialty, reaching a more segmented audience for the professional service.
With different audiences, the professional needs to adapt to producing content relevant to their audience, which converts these users and becomes more relevant in their area of expertise.
From the identification of the public, the attraction process occurs when the dentist understands that there are processes in the customer’s purchase journey.
Therefore, it is important to produce content that is not only aimed at a person who already knows their problem but also at different customer consumption journeys.
Conversion Process
The customer attraction process involves the production of content, whether on social networks or a website.
An important tip is to turn to Content Marketing techniques to produce relevant material.
The conversion process occurs when the customer starts to be interested in your business and performs this demonstration. But how can this happen?
We list some ways below:
- The customer downloads an e-book;
- The customer fills out a landing page form;
- The client shares its content;
- The customer becomes a follower of your page;
- The customer interacts by making comments.
There are ways for this potential patient to demonstrate that they are interested in your business and, in some cases, that they want more information about a product or service by making contacts.
We have what we call a lead, which is a potential customer for your dental clinic.
Sales Process
People are looking for specialized professionals with confidence and a differential in the market.
So, after the entire relationship journey, sending a newsletter, e-mail, calling, publishing content on social networks, and approaching the customer for more complex and targeted contacts, he can be ready for the sale stage, affecting the journey.
In other words, this is the stage in which the client has already identified his problem and wants to carry out the service with his dental clinic.
This stage, without a doubt, is the one that the company longs for. Still, it is important to leave some considerations about it. First, even after selling a service, it is essential to maintain the relationship with the customer and have a long-term relationship.
Conquering a customer who has already used your services is much easier than carrying out the entire process of destroying new customers who do not know your brand. So don’t disappoint and keep active contact, nurturing with new materials.
Measuring results in healthcare marketing
Now that your company already has contact with the customer, that he has already visited your dental clinic and had access to your services, the time has come to analyze and measure the results of the healthcare marketing strategy.
This means numerically identifying what worked and what didn’t in your healthcare marketing campaign.
Some elements can be measured, such as:
- Number of followers;
- Number of likes and shares;
- Conversion rate;
- Time spent on the company’s website;
- Return rate to the page or clinic.
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