The dental office is not the first thing that comes to mind when thinking about the summer. For most patients, enjoying the sunny weather and a well-deserved vacation are much higher on the priority list. Yet, as the end of the season is fast approaching, it is a good time to get back in the patient’s attention.
Here are some fresh ideas to power up your marketing at the end of the summer:
- Photo contest on social media
- Funny video with the team
- Extended summer specials
- “Goodbye Summer” event
- Autumn campaign preparation
#1: Photo contest on social media
Photos from fun activities are a favorite way to relive the joyful moments later. You can use this for your advantage and get in the spotlight with a summer photo contest. Ask patients to show their glowing smiles during vacation or think of an oral care activity. Here is a good example by Bright Orthodontics to inspire you:
#2: Funny video with the team
Don’t be afraid to show yourself and your dental team in another light. Summer is the season of good mood and the best time to use humor in your social media videos. Dental treatment is a dreaded experience for many patients and a cheerful video can help them feel more at ease, and book their next visit. Here is a good example of how the issue of COVID-19 measures was introduced in an entertaining way:
@hopelynnhandleyTaking precautions every step of the way. ##coronavirus ##fyp ##selfcare ##safehands ##checkthisout ##dental ##dentallife ##noschool ##besafe ✌🏼❤️🦠♬ The Box – Roddy Ricch
#3: Extended summer specials
In case of gaps in the appointment schedule for the remaining summer weeks, a special promo offer valid till the end of the month can be a life-saver. The options depend on the specifics of your patient base but here are some general ideas:
- Free check-up and treatment plan – this will get you new treatments in the next week.
- Discounted offer for teeth cleaning.
- Refer a friend reward – see an example below:
#4: “Goodbye Summer” event
Most often the focus of marketing activities is not patients, “the external” customers for the dental practice but with this event, you can address the “internal” audience, your team. It is often neglected. However, let’s not forget that they are the people who deliver what is promised to patients by promotional campaigns. According to Harvard Business Review, without connection to the brand employees can easily undermine the expectations set by your adverts. A company event to celebrate the end of summer can be a great way to strengthen the relationship with your team and make them feel closer to the organizational values of your dental practice.
#5: Autumn campaign preparation
The back-to-school theme is often used in promotional campaigns during the autumn. While it is a good strategy to catch a parent’s attention, it is not so easy to differentiate from other dental practices offering the same type of promo. That is why it is advisable to start planning the campaign early to have enough time for a more creative approach. Moreover, kids are not the only ones going back after recess. Often adults also get longer summer holidays and the beginning of autumn is a suitable time to target them with “back-to-office” promo.
Moreover, that’s the perfect timing for introducing new solutions to your practice. Indental, Ecuador, for example, has recently announced the implementation of Dentacoin at their practice:
As the first and only blockchain solution for dentistry that promotes better oral health through several apps and a dedicated digital currency, Dentacoin can have a great influence on your practice’s reputation, positioning you as a trendsetter in the field. Moreover, its apps and rewards can be utilized as a free digital patient loyalty program, making your patients healthier and happier without hefty costs.
The second part of August is a period of transition between the carefree summer days and the approaching busy autumn. We hope that our ideas will give you a good starting point for effective marketing and inspiration for your next campaign.
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