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Measuring The Success Of Your Dental Marketing Campaign
December 3, 2008 by Erik Cunningham
You don’t have to be a statistician or a marketing guru to identify the basic strengths and weaknesses of your existing dental marketing campaign.
All it takes to measure the success of your marketing efforts is a little effort, some basic record keeping and a bit of simple math.
Ask Your Patients
The easiest way to track the effectiveness of your marketing efforts is simply to ask your dental patients how they found your practice. The best time to do this is during their initial visit or phone call, when it’s fresh in their minds.
If a patient finds your phone number on the internet, odds are that they still have the web page open on their computer and can give you the name of the website where they found your listing. If they saw an advertisement for your dental practice in the yellow pages phone book, ask them which yellow pages they used.
Offer Coupons
Coupons are also a great way to track the success of your dental marketing campaign. If you’re marketing your dental practice through direct mail, make sure you include a coupon on your postcard.
A coupon for a free checkup or teeth cleaning will encourage new dental patients to hang on to your postcard and give you an easy way to track the number of responses your direct mail campaign generates.
Monitor Your Web Traffic
If you market your practice through your own dental website, make sure you have traffic monitoring software installed. Web traffic reporting software like Google Analytics can tell you where new patients visiting your website are coming from and let you know how many leads your site generates through email contact forms.
Your dental website may also generate phone leads. As I mentioned before, your receptionist can track these referrals by asking patients where they found you during their initial phone consultation.
Check Your Figures
Record the source of your new patient referrals in a spreadsheet or in a notebook. After collecting data for a few months, divide the total number of new dental patients you received from each marketing strategy by the amount you spent. Compare the cost per patient totals and see which strategies in your dental marketing campaign were the most cost effective.
Once you have your comparison figures, see if you can adjust your budget to increase the efficiency of your dental marketing campaign and maximize your return on investment.
— Campaign Management — Tags: dental marketing campaign, dental marketing strategies
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