Running Great Promotions
- Date: February 10, 2014
- Author: eDentalImage
- Comments: 0
Dental services have an advantage in making promotions work because they have services everybody needs. Companies know how hard it is to do promotions– from billboards to social media; it’s not as easy as it looks. But for small sized offices, running a promotional campaign can be easy as long as you know your patient base and what makes your dental office unique.
If you’re ready to run your campaign, consider the following tips to create your next promotion:
- What makes your service unique? Every practice is different so highlight what makes you special and make sure those resources don’t go to waste.
- Who is your target audience? Patients have specific needs so focus on those needs. An example: if the majority of your patients come for routine cleaning, offer promotions that give discounts with services like teeth cleaning, consultation, or filling. You can give a one-time discount, or create something like a punch-card, where patients get 1 free teeth cleaning after they’ve gotten 5 at your clinic.
- What do you want to achieve with your promotions? Is your goal to gain new patients, promote awareness, or promote a specific service? Base the incentive of the promotion on your ultimate goal.
- Timing is everything. Offer incentives when they’re most needed and you’ll gain a wider response. To do this is, offer discounts on services that are most likely to happen due to seasonal pressures, like offering discounts on whitening before New Years.
- Choose the best ways of promotion to achieve your goals. There is no single method of promotion that works for everyone, so you’ll want to consider which combination will reach your audience. If targeting existing patients, tell them about the promotion when they’re in the clinic or share it on social media if they already “like” your page. To target new patients, consider running a PPC campaign online, targeting your local area.
- Promote awareness of your promotion. Get on social media, make signs and flyers, tell friends and family to spread the word to make sure your target audience knows that you are offering a great deal.
- Be creative. Promotions are meant to be fun, exciting, and different to get the attention they deserve. No worries if you’re not the creative type! There are plenty of people who are. Get suggestions from your team to help you launch something wonderful.
- Think ahead. Things might go wrong, but they don’t have to hurt success. Don’t have so much riding on a successful promotion that your service takes a big hit if it fails or doesn’t go as planned. Keep things simple and treat your first few promotions as experiments.
- Use the current promotion as a way to improve the next promotion. Get patient feedback and look for ways to improve your service. Ask direct questions about the promotion and take notes. Ask them to tell you what they’d do to make it better.
Even small offices put you face-to-face with your patients, and when it comes to promotions, there’s no better place to be. Use your knowledge of your patient base and your uniqueness to create great promotions.