Leverage and Empower Your Team.
Dental offices rely on their dentists to generate revenue. The more the dentist devotes their time and attention to other matters, the less money the practice will bring in. Maximize your revenue and capitalize on your investment in a dental digital marketing plan by empowering your team to help you run the campaign.
We often see dentists make the mistake of trying to leverage a technologically-savvy employee for their marketing effort while not actually empowering them to manage the campaign. The lack of empowerment usually comes from not carving out time in the employee’s schedule for them to actually connect with the marketing team and analyze the results.
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You should have a point person to head up the marketing effort in the office, but it shouldn’t be the sole responsibility of any one person. Other team members need to be trained and incentivized to complete marketing tasks such as asking for reviews or taking photos for social media and website use. The dentist needs to fund the campaign and lead effectively by directing the team and checking in on their progress from time to time.
Dentists should not completely remove themselves from the digital dental marketing plan but should only check-in and provide direction. Just as a team member will fail if they don’t have time to devote to completing marketing tasks, dentists who try to either set their marketing on total auto-pilot or neglect marketing tasks that they put on their own plate are setting themselves up for failure.
Schedule marketing check-ins with your account manager at your dental marketing agency and then keep those appointments. Schedule marketing meetings with your team and make sure that they understand that marketing the dental practice will help the practice thrive and therefore benefit them indirectly with job security and directly from a financial standpoint. If one or both of those things are not true, consider some business structure changes to accommodate and incentivize growth.