How to attract high-value patients with targeted campaigns

While you do your best for every patient that finds their way to your chair, the fact is that some offer greater long-term value (LTV) than others. Think of this as the difference between the patient who receives twice-a-year cleanings and exams and the patient who undergoes a full smile makeover/implants, and veneers. Both are important, but one brings more money into your practice. While you need and value both, LTV patients are an important niche for your practice to fill and an audience that requires a bit of focused marketing finesse. Learning how to attract high-value patients through targeted campaigns is a crucial aspect of building your practice’s success. Towards that end, we’ll offer some suggestions and guidelines that will bring LTV patients to your office and into your chair.

Identify your target audience

It all starts by identifying the type of LTV patients you’d like to attract. High-value patients come in many forms, and the right ones for you will depend in part on the services your practice offers. Are you a family dentist? Do you offer cosmetic dentistry services? Are you one of the few in your area who provides sedation dentistry? No matter what you do, LTV patients are looking for your services, but you’ll need a localized branding and marketing campaign that correctly identifies them and then projects a message that both reaches them and brings them to your door.

High-value branding attracts high-value patients

Effective digital branding maintains your overall brand identity while highlighting the right facets for a specific audience. To attract high-value, long-term patients, your practice’s branding must communicate that you deliver a high-value experience.

That means more than a logo. It’s about effective visuals and video, a sleek and contemporary website, and a seamless scheduling and intake process. Just as important, the look and feel of your brand, across digital channels, traditional media, and even your physical office, should consistently project value, luxury, and high-end service to reflect the quality of care you provide.

Appearance isn’t everything, but in branding and marketing, it is the first thing. As the old adage goes, you never get a second chance to make a first impression. Make sure your branding reflects the same high-value experience as the patients you want to attract.

Consistency in branding yields high-value results

We’ve hinted at this a bit over the course of this article, but we do need to touch on it directly: brand consistency is key, especially when dealing with high-value patients. The overall feel of your brand needs to be in total harmony from their first encounter with your practice in search engine results to their experience in your chair. This means that all aspects of your brand–from graphic design and web design to brand messaging and social media to patient communication to your office “vibes” –all need to come together to create and project value. This in turn attracts and retains high-value patients and brings LTV to your practice. 

Patient education is key–especially for high-value patients

Patient education is a big part of any successful dental practice. By helping both established and potential patients understand the ins and outs of effective dental care, the services you offer, and what they can expect during and after a given procedure, you’ll help advance the public’s overall knowledge of oral health while also making it easier for potential patients to pull the metaphorical trigger and make an appointment with your office. Patient education has a special value with high-value patients; long-term value patients are often defined as those looking for higher-cost/higher value procedures. Effective patient education in both blog and video form helps them understand not only what that procedure will be like but the experience your practice offers. Value attracts value, and patient education content is a powerful way to showcase the quality of care and the high-end experience to be found in your chair.

DentaMarketing: Cutting-edge digital marketing for long-term value and more

Both LTV patients and more mundane procedures are necessary for the life of any practice. So is a digital marketing plan that reflects the most recent developments in online marketing while also working with the unique needs of your practice. At DentaMarketing, our team of professionals understands this, and we give each of your clients the individualized attention they deserve–just like you do in your chair.  From high-end services to regular exams and cleanings, we’ll create a branding and marketing plan that puts your best on display to the audience you need. Schedule an initial consult today and we’ll start the process of building your success one patient at a time.