The holiday season is fast approaching and now is the perfect time to plan a marketing campaign. Despite the challenges presented by the COVID-19 pandemic, difficulties should not be a reason to cancel the festive season. In times such as these, people need the spirit of holiday cheer more than ever.
So, instead of putting your holiday-themed campaign on hold, let’s take a closer look into how to adapt it to this year’s changed reality:
- What are the challenges of a festive marketing campaign for dentists during COVID-19?
- How to plan your 2020 holiday marketing?
- What goals can you achieve?
What are the challenges of a festive marketing campaign for dentists during COVID-19?
Research shows that 60% of people did not attend the dentist despite the need for dental treatment during the COVID-19 epidemic at the beginning of 2020. The main reason? Simply being afraid to go. These results reveal the evident change of patient attitude and behavior in terms of oral health care and should be taken into account when planning new marketing activities.
So, what does this mean in terms of the holiday marketing campaign? Firstly, in-office events and the campaign will not be appropriate and are likely to gain little attention. Secondly, if promotions are planned, then the period for taking advantage of the promo terms should be well-taught.
That’s why it is more important now than ever to look at up-to-date insights into patient preferences and attitudes and get your campaign started on the right track. For instance, DentaVox can provide you with free results from patients surveys on key topics relating to dental care during epidemic, impact of dental advertising, attitude to dentist’s social media, etc.
How to plan your 2020 holiday marketing?
Given patient preference to stay away from the dental office during epidemic outbreaks, focusing on digital channels can prove a good strategy. While it may be easy to choose the medium, it is far more difficult to craft the campaign message. Similar to patient behavior, priorities have changed as well. Experts advise to focus on “the basics of kindness, peace and gratitude”. You can draw inspiration from the big brands or dig deeper into what resonates with your local patient base. In any case, be careful not to overdo it as it might have an even more adverse effect than normally.
What goals can you achieve?
We can argue that these are not the times for an aggressive sales approach. Special deals with the short-term goal to generate bookings in the next few weeks might prove the wrong approach this season as people are wary of planning their dental visits in times of COVID-19 spread. So, what is the alternative in this case? Setting the right expectations is imperative and a focus on long-term patient relationships might be a more productive strategy.
It might be the perfect time to introduce a new solution for patient engagement in your practice. For instance, Dentacoin, the only blockchain solution for dentistry can help you emphasize patient relations with a free digital patient loyalty program. Check out how it works here.
So, are you ready to kick start your holiday campaign? Stay tuned for more expert tips and free resources!