By Roger P. Levin, DDS
In the last few years, we are seeing a new syndrome, a course of action (or some may say inaction) that is usually a serious marketing mistake. I call this syndrome “single focus marketing”. Single focus marketing means that the orthodontic practice focuses on one marketing area and not much else. Examples of this mistake in marketing include focusing only on internal patient marketing, relying only on a strong social media program to bring in new patients, hoping only that referring doctors will continue to refer or increase referrals, or concentrating only on advertising or community relationships.
When Levin Group was founded in 1985, we focused on referral marketing in multiple categories. While we see some orthodontic practices having singular focus marketing syndrome and it works well, that success eventually runs out leaving the orthodontic practice playing catch-up. And this syndrome can have even more negative effects today with the reality of the COVID-19 crisis, new delivery systems for orthodontic treatment, and increased orthodontic competition. Focusing on one marketing area is simply not diversified enough to consistently attract referrals.
The solution is what we refer to at Levin Group as the Five Focus Areas. Every orthodontic practice should have a strong marketing program and strategic plan in these five key areas:
In this competitive world, all Five Focus Areas are essential and must be maximized. Doing one well will create referrals, but it probably won’t be enough to face today’s orthodontic competition. Addressing all Five Focus Areas with an effective marketing plan (carried out by a highly-trained marketing coordinator) will virtually guarantee referral success.
Roger P. Levin, DDS is the CEO and Founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world. To contact Dr. Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit www.levingroup.com or email firstname.lastname@example.org.