Whether you have a new orthodontic practice or need to bring fresh attention to your existing office, the task of marketing your practice can feel daunting.
By taking time to assess your current offerings, you can design orthodontic service packages that will not only attract new patients, but keep your current patients coming back to try new treatments.
In this blog, we've put together a quick guide to help you assess your packages, tweak them where necessary, then promote them to keep new patients coming to your practice.
If You Would Rather Have Help Streamlining Your Services...
If you would rather have a marketing expert help you walk through this process from the beginning, reach out to us at The Diamond Group!
We have decades of experience helping orthodontists market their practices and can help you reach the success you want faster. Contact us today!
Now that that "commercial" is over, let's dig in!
Assess Your Current Orthodontic Packages
The first step is to review your services and pricing. This information will help you see where your orthodontic practice stands in comparison to other practices in your area. You may find that you need to adjust your prices or services in order to compete.
Another important aspect of this assessment is to consider which orthodontic services are the most popular among your patients. You should also decide if there are any treatments you want to upsell. This will give you a good idea of which services to promote when marketing your orthodontic practice.
Identify Your Target Audience, Then Build Packages for Them
As you consider which services are popular at your practice, also consider what kind of practice you want to run!
As an orthodontist, there may be specific services you are proud to offer, and others you have but do not want to promote. Maybe you love working with kids, or maybe you'd rather leave the teenagers to your peers (hello, strategic partnerships!) and help adults build better smiles.
Whoever you want to work with, create your packages with them in mind.
If You Offer a Unique Dental Service, Then Pair It with a Standard Treatment
There are general orthodontists who love to excel at the basics. If you are a generalist, you want to make sure you find something that helps you stand out beyond your treatments.
But, if you specialize in a particular orthodontic area, be sure to make that a key part of your brand! Showcasing that you offer new treatments proves that you are up to date with the latest orthodontic advancements and working hard to make them available for your patients.
"What if my specialized service is not well known?" you may ask. This is a great question, with an easy solution.
To help your patients learn more about this treatment or feel comfortable trying it, bundle it with a more standard offering that the majority of new patients want.
So, if you have a new type of permanent retainer, offer this as a special promotion for new patients with a more common treatment like braces.
After your patients have had a positive experience with you, they'll be more open to trying your new retainer. This is especially true if they've already signed up for the promotional discount!
Explore SEO to Get the Word Out!
SEO means Search Engine Optimization. SEO is essentially a set of techniques for helping your orthodontic practice get a better place on Google or other search engines. This is important, because most people will not look past the first page if there are quality results there.
SEO starts with finding the right keywords. These are the words and phrases that potential patients are searching for when they go to Google. For example, " orthodontic treatments for adults" or "invisalign in (your city)." Once you have a list of keywords, you'll want to use them throughout your website and blog content.
Incorporating the same phrases your potential patients are using on your website or in your packages will help them feel even more confident that you have what they are looking for in an orthodontic practice.
This will also help Google understand what your practice is all about and match you with potential patients who are searching for orthodontists like you!
If you're not sure where to start with SEO, don't worry! The Diamond Group can help. We are experts in orthodontic marketing and can help you create a plan to get more new patients through your door.
Promote Your Office Digitally by Showcasing Your New Packages
Bundles and packages are very enticing to potential patients. The discounted price makes a new patient feel like a savvy shopper who was able to find a great deal. Your packages also help your patients feel certain they are receiving the comprehensive care they need to get the results they want.
But, there's no point in building amazing orthodontic service packages if no one can see them! So, make sure you have a good way to show them off online.
Use your new packages as an excuse to update your digital presence. This includes your directory listings, social media profiles, Google My Business profile, and website.
Your orthodontic website should have a dedicated page to your service packages. This page should include a brief description of each package, pricing, and patient testimonials if available. Be sure to reference those keywords you collected so your landing page comes up in search results!
If you really want to promote your new bundle, you can add an extra discount or special with its launch. Anything that helps your new patient feel like she is getting a bargain will make it easier for her to book an appointment.
Run Competitive Marketing Campaigns
Your orthodontic website is not the only place you can showcase your packages. You can also share them on social media and through other forms of communication your patients use daily.
The more places you promote your orthodontic packages, the better! To spread the word effectively, you want to diversify your outreach.
Facebook and Instagram for Personal Connection
You can use your orthodontic practice's Facebook and Instagram accounts to show off your new packages in a more personal way.
This is a great way to connect with patients who already follow you on social media and might be interested in orthodontic treatment. This can encourage patients who have already purchased the package to tag you in their posts, so you can reshare them with your audience and build interest in your new offerings.
You can also use these platforms to target potential new patients through ads. By targeting your orthodontic social ads to people in your area who are interested in orthodontics, you're more likely to get new patients in the door.
Email Marketing for Reminders and Updates
Email marketing is a great way to keep your orthodontic patients in the loop about new packages, promotions, and updates to your practice. You can also use email marketing to target potential new patients with special offers.
By sending out regular emails, you can remind patients who might be interested in orthodontics that you offer treatments that can help them achieve their smile goals.
You can also use email to upsell patients who are already in treatment by offering package deals on new services. Even email reminders about upcoming appointments can be opportunities to showcase new promotions!
Text Your Patients to Stay Top of Mind
Sending text messages is a great way to stay in touch with your orthodontic patients. You can use text messaging to send appointment reminders, share office news, and promote new services.
Texting is also a great way to increase patient engagement and build loyalty to your orthodontic practice. By sending regular texts, you can make sure your orthodontic practice stays top of mind for your patients.
Send Direct Mail- Especially to Elderly Patients
While digital marketing is important, don't forget about the power of direct mail. This can be an especially effective way to reach out to elderly patients who might not use the internet as much.
You can use direct mail to promote your orthodontic packages in a more personal way. You can also include coupons or special offers to encourage patients to book an appointment.
By sending out regular direct mail, you can reach a wider audience and promote your orthodontic packages in a more effective way. All good marketing includes multiple touchpoints, so don't be afraid to incorporate some old-school tactics with the new, digital ones!
Need Help Promoting Your Orthodontic Practice?
If you need help promoting your orthodontic packages or increasing your orthodontic practice sales, we can help. We specialize in orthodontic marketing and can create a customized plan to help you reach your goals.
Contact us today to learn more about how we can help you boost your orthodontic practice sales! You can call our team at 800-928-4680 or book a time to chat here.