practice marketing
DICE Marketing
for Dentists
Marketing doesn’t have to be a gamble
by Marc Fowler
Most dentists are conservative by nature and
aren’t willing to take big risks with any aspect
chances of being found by the right person at the right time.
Research shows that many consumers require up to seven
touches prior to making a purchase decision.
of their practice, including their marketing.
The good news is, a well-executed marketing
strategy is not a risk or a gamble. If you utilize
the DICE approach to marketing, that is.
D.I.C.E. is both an acronym and the antimetaphor. Your marketing should be: Diverse,
Integrated, Customized and Effective. The
DICE approach eliminates the gamble and
stacks the odds in your favor.
D iverse
A diverse marketing strategy uses multiple approaches in multiple channels. Smart marketing leverages both online and
offline strategies. This might include printed brochures, postcards and office signage for the offline portion. The online strategy may include Facebook advertising, search engine
optimization and a proactive approach to gathering positive
patient reviews on major review websites.
Reaching patients through multi-channel marketing assists in
conversion. The key is to be where your patients are, when they
need you. The more channels you utilize, the greater your
14 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
I ntegrated
Integrated marketing ensures that each element benefits the
overall strategy. For example, a direct mail postcard may lead a
patient to your website which in turn allows you to re-target
them on Facebook with paid advertising.
Integration is similar to the baton hand-off in a relay race. Each
piece hands off the customer to the next piece in a seamless
transition. Tracking software can analyze and track the movement of the patient across channels.
The key is to provide the patient with a good experience from
the very first interaction. This may be over the phone or online,
but each must demonstrate the quality of the brand.
The value of a great online experience can be immediately lost
if the patient is met with a disappointing visit to the office.
Conversely, a wonderful office experience may be mitigated by
poor design or messaging in your online presence. Eliminate
this risk by treating each channel as part of a unified front.
Make sure each marketing piece compliments the others and
always keep the patient experience consistent across all channels and strategies.
Understanding what makes the patient act leads to the next part
of a risk-free marketing strategy: tailoring the message to
the patient.