THE ADA PRACTICAL GUIDE TO INTERNET MARKETING 5 Building a Strategic Foundation for Success in Marketing Starting at the Basics, or Step 0: Cultivating the Marketing Mindset The most important step a dentist can take is to ensure they have the right marketing mindset. Amy Morgan, CEO of Pride Institute, advises dentists: Marketing is a marathon, not a sprint. Marketing cannot be thought of as a one-time activity to be crossed off an ever-growing checklist. A successful marketing plan requires an ongoing fluid strategy with tactical implementation and follow through, and it requires a genuine commitment from the dentist. The Dentist’s Mindset Some dentists may feel that marketing is about shameless self-promotion, something to be avoided at all costs in case they should come across as a slimy salesperson. Marketing boils down to one thing: communication. The “If you build it, they will come” mentality simply isn’t enough to sustain a practice, and it actually does the community a disservice. That is, the practice’s marketing must inform the public that it has a trusted resource to turn to for quality dental care. It makes people in the surrounding area aware not only that the practice is open for business, but also that new patients are welcome. If patients don’t have an awareness that you are there seeking and welcoming new patients, chances are they could end up at another dental practice — rather than in your care. Marketing is also said to be the art of being both well-known and well thought of. As a result, your practice marketing can also get people to think about dentistry in general, and your practice in particular, in a more positive way on a more frequent basis. It can educate the community about the importance of maintaining good oral health. Marketing reminds everyone who hasn’t gone to the dentist — precisely those who may need more treatment — that they are welcome in the practice. And marketing certainly doesn’t have to be about shameless self-promotion it can be done with grace and class, and can ultimately help dentists make a meaningful impact in their respective communities. The Dental Team’s Mindset The dentist is effectively the Chief Executive Officer and Chief Marketing Officer of the dental practice, so he or she has to demonstrate enthusiasm for the marketing plan to the entire dental team. Nothing sabotages staff buy-in more than a lack of commitment from the doctor. Marketing needs to be made a priority every week and the dentist needs to “walk the walk” so that the staff is on board, too. Getting the team’s buy- in is critical without it, the practice’s marketing plan won’t have a chance of success. Staff loyalty to the dentist can be quite a remarkable thing. A long-time employee may hold the belief that the doctor is such an amazing clinician that marketing is simply beneath them. Or they may mistakenly believe, based on past experience with marketing tactics that have fallen short, that marketing simply cannot produce “quality patients.” No matter the reason for this lack of staff buy-in, negative beliefs can easily sabotage even the best marketing plan. Marketing cannot be thought of as a one-time activity to be crossed off an ever-growing checklist. A successful marketing plan requires an ongoing fluid strategy with tactical implementation and follow through, and it requires a genuine commitment from the dentist.