Attracting new patients used to be an expensive and inefficient process. Between expensive direct-mailing campaigns and traditional ad placement, dentists spent thousands of dollars reaching out to people with very little insight into whether they were likely to be in the market for a dentist.
Today, thanks in large part to email marketing, connecting with patients is more efficient and effective than ever.
Here are five reasons every dental practice should add email marketing—and specifically automated email marketing funnels—to their dental practice’s marketing plan.
1. Email marketing saves money.
Traditional marketing is expensive. Every time you want to place an ad or send direct mail to patients, it costs money. Printing 1,000 simple flyers can cost $500 or more. If you need more flyers, you need to pay more money. Additionally, in order to send flyers to people, you need to pay someone to distribute them or buy stamps and pay someone to add the postage.
Similarly, with traditional advertising, the wider the distribution of a publication, the more you need to pay for your ad.
With email marketing, you can get simple-but-sophisticated email-management software with robust features that allow you to automate email sequences, segment your email contact list based on subscriber interests, and track who opens and interacts with your email, for as little as $29 per month to send unlimited emails to up to 1,000 contacts.
2. Email marketing saves time.
With email marketing, you don’t have to worry about printing labels, stuffing envelopes, or going to the post office. For one-time emails, you simply log in to your email management system, draft your email, select whether you want the email to go to your whole email list or a segment of it, and then click send. Once you click send, everyone on your list will get an email from you, and you can get back to work.
3. Email marketing helps you make more money.
Email marketing helps you make more money by allowing you to automate the process of taking patients through the typical pre-purchase process for dental procedures.
Because most patients ask the same questions about many procedures, you can anticipate the questions they will ask and create a series of emails for each procedure and set it to automatically send to patients who express interest in that procedure. This is called building an email marketing funnel.
Many of the most successful dental practices build sequences of emails for the top procedures they want to promote, such as Invisalign, dental implants, veneers, and teeth whitening. These automated sequences act as salespeople to patients and prospects who express an interest in those procedures.
An added benefit of this is it frees you up to serve patients instead of spending time educating each person about the same questions for a procedure they may not be interested in pursuing after all. Thus, email marketing helps you make more money in the chair while your email is making you more money by communicating with patients who express interest in a procedure.
4. Email marketing is measurable.
With traditional marketing, you may have no idea who opens your mail or reads your ad. With email marketing, you will know exactly who receives your email, who opens your email, who interacts with your email, which subject lines are most effective, which links are most-often clicked, and more. You will learn what your actual patients and prospects do when they get email from you. That allows you to consistently improve your email marketing.
5. Email marketing helps you build relationships with patients and prospects.
People like to do business with companies and brands they know, like, and trust. With traditional marketing, nearly every promotion is received by people with their guard up. With email marketing, you can build real relationships with people by sending conversational messages, information about community events, and educational emails about procedures they want with no mention of their purchasing that procedure until after you’ve given them real, educational value several times. You can also tell patients about your practice’s culture, values, and story to make an authentic connection with them.
The typical consumer will need to interact with a company at least seven times before making a purchase. With traditional marketing, that’s a time-consuming and expensive proposition. With email marketing, it can be as simple as setting up an automated email sequence offering real value over time without incurring additional costs.
How do you use email to market your practice?
Too many practices only use email to send appointment reminders or ask for reviews. If this is how you use email in your practice, you’re missing an incredible opportunity to make money while providing real value to relationships with patients who grow to know, like, and trust you.
For help using email marketing to grow your dental practice, check out the team of expert coaches, training, and resources we offer in our signature Delivering WOW Platinum Mastermind Program. You can also join thousands of other dentists helping each other in my Free Dental Marketing and Profits Facebook Group!