How You Can Beat Corporate Dentistry
There seems to be no let up in the rise and rise of corporate dentistry in the UK. But how can you take them on and beat them when you are a single handed practice or a small partnership?
First of all can I state that I don't have anything against corporate dentistry, I think they have a place in the market just as a single handed practice does. This article is about giving you smaller guys some help to take on the big boys.
When a corporate moves into your area, they are backed by a lot of finance, they can buy materials cheaply simply by their size. They they also have a marketing budget, they will have a marketing team driving it. So how can you possibly take on corporate dentistry and win.
One of the things that most corporates are very keen on is their brand. Whilst this may be important to them, by and large it doesn't matter a jot to the public, simply because they have never heard of most or any of the corporates.
So don't take them on trying to push your brand because (a) you won't win and (b) it's irrelavent.
Where you can take on corporate dentistry is in your marketing. As I mentioned earlier most of them will have centralised marketing teams and they simply can't act as quickly or smartly as you can on a local level.
Don't try and out spend them with press, radio or even TV advertising because again you won't win.
Google and Facebook
The place where there is a completely even playing field is with Google Adwords and Facebook advertising. Google and Facebook don't care how big you are and you can get just as much coverage in your local area as the corporate dentistry guys can.
If you run your Google Adwords campaign correctly you can out rank just about any other practice especially corporate dentistry one's. It's highly likely that they won't have a local guy running their Google Adwords so this is where you can win and win big.
If you don't know anything about Google Adwords don't even try, call me and I'll do it for you.
The same goes with local Facebook advertising. Just as with Google you can set up your adverts which will run locally. You can change them as often as you need, knowing that the corporate dentistry guys aren't doing this on a local level.
As I mentioned earlier, in dentistry branding is irrelevant, the public simply have no idea who these corporate guys are. So don't advertise your brand, you need to advertise the benefits you bring to your patients. Why patients come to you and why they stay. This is a great story and one that will win for you.
Ensure that your local website is relevant and up to date. Most of all make sure it's mobile ready.
Have headlines on it that are compelling for people to come and see the local dentist. One who lives in and is part of their community rather than a corporate based hundreds of miles away.
Put video on your site that tells your local story. Have testimonials, ideally video testimonials.
If you do all this you'll win.
But if you think you need help running your own marketing department, call me and I'll help you. You can reach me on 01767 626 398. Email me at firstname.lastname@example.org. Visit my website www.dentalmarketingexpert.co.uk. Go to my Facebook and Twitter pages.