Do's and don'ts for practice marketing: Fill scheduling gaps with a whitening promotion

If you're having trouble keeping your schedule full -- generally or at certain times of the year -- launch a minicampaign to bring in new patients for professional whitening at a special price. This will keep staff busy during what might otherwise be slow times (and help pay the bills) and also give prospective patients direct exposure to your office and team.

Plan carefully and promote effectively. For the best results, think through all aspects of your whitening promotion, including the following:

• Product -- Decide which type(s) of whitening treatment you'll offer based, in part, on your professional opinion, consumer brand awareness, and the promotional support offered by the manufacturers.
• Pricing -- You want to set a price that earns your practice at least a modest profit while also being attractive to the market.
• Timing -- Decide when to launch the campaign and how long it should last.
• Promotion -- Develop promotional strategies likely to get the greatest response at the least cost. Social media and other online activities will probably be key elements.

Don't forget to promote comprehensive dental care. Some of those who respond to your whitening offer will not express interest in becoming patients, but others will be open to the idea of joining your practice. Prepare materials and scripts that will introduce these visitors to your practice and all it has to offer. Make sure that everyone on your staff knows they should be at their best --friendly, helpful, and enthusiastic. This will help "sell" your practice to whitening "customers."

Roger P. Levin, DDS, is the founder and CEO of Levin Group, the leading dental practice consulting firm in North America. For the complete list of dates and locations where you can attend his latest seminar, visit www.levingroup.com/gpseminars.

The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.