Do You Have A High Lead Volume But Few New Dental Patients
Getting a deluge of emails that will never turn into new patients; this is the cardinal sin of marketers who decide to jump into dental marketing as another income stream. They apply marketing tactics that work great for real estate agents and car dealerships but don’t help dental practices make the phone ring. The problem is that you don’t really need subscribers.
You need dental patients.
Step 1 in solving this problem is to help the marketing company understand your business. Explain what types of patients you want to target and what process people typically go through when searching for a new dentist. If the company doesn’t understand this, they will assume a longer buying cycle and launch ads that probably don’t match your practice.
Next, look for ad targeting problems. Your ads need to be in front of the right people at the right times. If you have a lot of calls and emails but not a lot of patients coming because of them, the odds are that your current dental marketing company is doing one of these things:
- Marketing your dental practice as one that is relevant to every dental search you can think of and then some.
- Not properly geotargeting your ads, so your money is spent targeting people in your immediate area- or at least the region.
- Is using too many automated strategies recommended by Google to increase the number of clicks on your ads.
- Targeting a raw number of “conversions” rather than likely patients, using a lead generator such as a “Dental Implant Pricing Guide.”
- Doing all of the above.
You may need help diagnosing the problem with this campaign. Work with your team to look through the last month or so of leads and look for trends. Do you have emails that are just download notifications with a name or perhaps just an email address? Listen to your calls too. Are you getting more inquiries from people outside your realistic service area than inside, where your existing dental patients typically live? Do people ask for services that you don’t offer?
All of these point to problems that are, unfortunately, most easily fixed by finding a better dental marketing company that specializes in pay-per-click for dentists.