Just take a spin through the Cognitive Bias Cheat Sheet by Buster Benson, and I’m sure that you’ll find some of the many flaws that make you human. If you let these biases impact your decision making in your dental office’s marketing, you’re in danger of:
- Changing marketing companies because of the new pitch makes it sound innovative even though your current marketing is working well.
- Avoiding the chore of analyzing your current marketing results because there’s too much data, and instead, assuming that all is well.
- Assuming that the way one patient (spouse, employee, friend) interacts with a particular facet of your marketing is representative of how all people interact with your marketing.
- Believing that the dental marketing strategy that works best for one office will work well for your office, thereby avoiding the responsibility of analyzing your marketing results.
So, if your mind is telling you to oversimplify and make snap decisions because you don’t have time or expertise to run your dental practice’s marketing campaigns, what do you do?
Stay involved and ask questions!
Know the people who are responsible for your marketing. Hold them accountable to know what’s going on and to be able to explain their plans to you.
Regular communication with your marketing team will help you better understand whether your digital dental marketing is in good hands. Cognitive biases can still impact your marketing, but by being more involved, you will avoid those biases that would otherwise stop you from keeping it simple.
Don’t Run From Conflict
These cognitive biases can also impact the way your team handles new patient leads when they come in the door. Your biases can affect how you interact with patients during their first visit. If your team is struggling to schedule patients, but you and your treatment coordinator don’t present the best treatment due to being afraid they’ll say no, then you’re probably struggling with a low confrontational tolerance.
This is a concept that Greg Stanley of Whitehall Management has taught about, and something that I learned from Dr. Brad Durham of Niche Practice Seminars.