DentalPlanet

#1–Relationship Marketing Will Dominate Traditional Marketing

by Melody on 11/01/10 at 10:00 am

Changing consumer behavior, the Internet and social media will continue to fuel a major shift in the direction of marketing and advertising. The internet will continue to squeeze out phonebook ads and newspaper subscriptions.  Television commercials will continue to be skipped—a result of the growing proliferation of DVR’s … and Pepsi is ending 23-years of super bowl ads, while shifting the budget to new media.

Social media such as Facebook, Twitter, LinkedIn, YouTube, blogs, etc. will continue to capture the attention of your patients.  Add to this the fact that today, 6% of consumers say they believe marketers’ ad claims … which means 94% don’t (source: Forrester).

Dental practices will continue to explore the opportunities to connect with patients within social environments (ie: Facebook).  Relationships will reign paramount.  However, relationship marketing isn’t just about social media.  Relationship marketing is also about patient relations, customer service, follow up, branding and more.

In 2010, relationship marketing will affect your referrals, as well as your ability to attract new patients.  The economy will motivate patients to weigh trust when looking for a new dentist and to scrutinize your service when investing in treatment.  Relationships—and most importantly—how you interact with people in person and online, will directly impact your ability to keep and attract new patients.

Most importantly, remember the “marketing” in relationship marketing.  Exceptional patient relations skills are one thing; however if patients only hear communication while in your office twice per year, you (and the service you hope they’re aware of) will disappear from their minds into the clutter of society.

What communication or events have you planned to share with patients in 2010?

Rita Zamora is a relationship-focused dental marketer, specializing in referral marketing, patient relations, case acceptance and social media for general and specialty practices. Rita developed her referral marketing expertise working hands-on in specialty and general dentistry practices. She is the author of the ebook: The Referral System How-To Guidebook For Dentists.
With over sixteen years experience in dentistry, Rita has trained, coached and motivated dentists and teams in marketing, patient relations, communication and social media.

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