How Often is Often Enough

Effective internal marketing - that is, reaching your current patient population, the source of the bulk of your income - is a marriage of consistency and persistence.

Consider a patient newsletter. Consistency has to do with uniformity of message, look, typeface, art, and timing. Direct mail, newsletters, print and media announcements work as a team to remind patients of you with consistency.

Persistence is bringing your name and message to people over and over again. So... how many times is enough?

Repetition builds reputation...
Look at the frequency with which you send a message, any message, about your practice. Consider the sum total of your internal marketing program: individual letters, personal phone calls, a computer-generated treatment letter program, a patient newsletter, direct mail messages, reminder postcards - the whole enchilada.

You can't send too many, especially to VIP patients who elect high-end procedures and are generous with referrals. Monthly contact should be the goal - quarterly, the absolute minimum.

An investment, not an expense...
Often, professionals tend to think of practice marketing as an "occasional" expense. The investment vehicle is not a stock or bond: it's you, your future, and the quality dentistry you offer. Can you think of a product you have more faith in?

You will, almost certainly, realize a return on investment, but only if you are consistent and persistent!