Don't stop marketing in a slow economy

In lean times, many practices slash their marketing budget (if they even have one) as a way to reduce expenses. That's a mistake, according to Patty Reames, RT, practice manager at Ohio State University Heart Centers in Bellefontaine and Marysville, Ohio.

"I see practices closing, cutting back on staff and hours. That means there are new clients to whom you can market your services," she said at the annual American Society of Nuclear Cardiology meeting. "Practices need to keep the patients they currently have, while attracting new ones."

Now more than ever, it's important to look for ways to distinguish yourself from your competitors. "Do you offer later evening hours? Weekend hours? Is your location ideal? Parking ample? To many patients, these are huge benefits," she said.

And any time your practice has positive news--new accreditation, physician awards or new technology--get that information out to the public, as well.

Broadcast your marketing message through a number of channels: health fairs, your website, social media outlets and on any material your practice disseminates to patients or the public. To keep your practice's image in the minds of current and future patients, be aware of branding. Choose a logo, use it consistently and keep your message simple and positive, Reames suggested.

In addition to the old standbys, consider offering patients something new or unique. According to Dentistry IQ, a growing number of dental practices are drawing patients and turning them into repeat customers using Groupon, a service that negotiates discounts on local goods, services and cultural events for which a minimum number of people agree to buy.

This particular strategy may be best suited to practices that offer cosmetic or elective services for which patients are already willing to pay out-of-pocket. "Dentists don't have to do any marketing to sell their deal. We bring in new patients and we revitalize your customer base," said Julie Anne Mossler, spokeswoman for Groupon. "The people who come into the practice are looking to spend money. We have the ability to not only reach people the first time, but if you run a Groupon again, you'll reach a completely new base of people. If you're worried about bringing in too many new patients, we can cap the number of Groupons available."

To learn more:
- read the Cardiovascular Business article
- check out the story from Dentistry IQ

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