One of the most effective ways to grow your dental practice is to form support businesses in your community. In addition to earning more referrals, you’ll build a strong reputation with your most likely customers.
Here are three ways you can support local businesses in a way that helps you grow your dental practice. By implementing these three strategies into your marketing, you can attract more new patients and establish your office as a community destination.
1. Form strategic alliances with local businesses.
With a strategic alliance, you partner with local businesses who serve the same people you want to serve and create offers to encourage their clientele to come to your practice.
A well-planned strategic alliance is a true “win-win-win,” benefiting your practice, the other business, and the other business’ customers. You benefit by being able to earn new patients by offering a deal and then Delivering WOW experiences to them, without having to spend on advertising. The only cost to you is the cost of the deal. The other business benefits by being able to offer greater value to their customers (your deal) without costing them anything. And the other business’ customers benefit by getting a deal with a dental practice that will treat them like a VIP!
One of the alliances we’ve done with our practice was to partner with a local bridal shop to offer brides a deal on teeth whitening. We’ve also given a local Day Spa and Optical $50.00 gift cards to give to customers who spent over a certain threshold or purchased a specific spa package.
Each of these promotions allowed our strategic alliance partners to serve their customers better in a way that was relevant to their services. The bridal shop was able to offer brides a deal to boost their confidence and to have even brighter smiles on their special day. The Day Spa and Optical was able to offer their VIP customers a way to experience VIP treatment during their dental visits, such as our hand-and-arm massages and gourmet coffees and teas.
2. Engage in host beneficiary promotions.
This strategy has been huge for my dental practice. It’s similar to strategic alliances except instead of offering something of value to another business’ customers, you make a new-patient offer to another business’ team members and their families.
We regularly offer a 50% discount off new patient cleanings to team members and family members of local banks, investment firms, bakeries, and even local associations. Similar to strategic alliances, host beneficiary promotions allow other businesses to add value to people important to their business without costing them anything. At the same time, we save money and get new patients because there’s no advertising costs involved, only the cost of the offer itself.
When we began conducting host beneficiary promotions on a regular basis, we had to hire an additional hygienist to serve all the new patients!
3. Use local business products and services in your practice.
Another great way to grow your practice is to use local products and services in your office and to proudly display the local connection. Here are five ways you can incorporate local businesses into your practice:
If you have a local gourmet coffee roaster, consider stocking their beans for some of your gourmet coffee and tea offerings.
Give pastries from a local bakery to your patients.
Display local artwork and invite them to host art showings at your practice.
Use furniture from local manufacturers in your waiting room
Subscribe to community-produced magazines and newspapers.
Look for local options for other services you purchase in your practice.
As you integrate local business products and services, promote those relationships through your social media channels. This can be as simple as posting a picture of the local coffee bean with a caption that reads “We love our locally-roasted [name brand] coffee beans at [your practice name].” You could also post pictures of the local artwork with a caption saying how much you love walking by the local artist’s beautiful painting every day.
The options are endless. And most of the time, they won’t cost you any significant additional money to utilize local businesses. In fact, you may find some local business owners who will offer their products or services at discounted rates, and sometimes free, for the opportunity to be displayed to your patients.
How will you grow your business while supporting businesses in your community?
Supporting local businesses will help you develop deeper relationships, attract more patients, and build a stronger local brand. These three examples can help you get started growing your business while serving your community well.
If you want more ideas for how to implement these three strategies in your practice, you can still get a 14-day trial membership to Delivering Wow U right here. You could also get ideas from me and over 2,000 other dentists in the Delivering WOW Facebook Dental Hangout on Facebook right here.