Hispanic Dental Marketing : Nurturing the Third Herd in the Business

In hispanic dental marketing, there are three kinds of herd in the business. The first herd in hispanic dental marketing is the current patient base and inactive patient base (which you should be nurturing monthly and offering more services every single month). The second herd in hispanic dental marketing is the herd of all the people that we have relationships with: our friends, our family, and all the business owners that we go on the other end where they call us and we write our checks to. Now, let's talk more of the third herd.

The Third Herd In The Business....

The third herd in hispanic dental marketing is the “interested but not ready herd”. Another way of saying this is that this is your lead. In my previous articles I talked about lead generation marketing. So let's say we're going after cosmetic dentistry, and we call on a certain patient and ask him/her this question: “Are you embarrassed by your smile?”. And then we have this article that gives them two options: first, they can call directly to the office just to set up a consultation; or second, they can come in and get them to call toll free order message hot line number or go to a website to get a frequency awareness report. As time goes on, that group of people who requested builds up in number.

And over a year, you might have 3,000 people or 5,000 people who are on that list. Now, you must bear in mind that there are some people on that list who just will never come in. But on the other hand, the beauty about marketing with these people and getting a ton of leads of people who are interested is we know that they're interested! And this is why they requested for a report, which means that they're interested of whatever it is that you're offering. So you can have headache sufferers; you can go to implant patients; you can do cosmetic dentistry; anything you can do in your hispanic dental marketing. You get to decide on how you want to do it. And what I recommend is that you mail them until they ask to get off your list, or after 18 months minimum and they drop off and you just get rid of them.

Nurturing And Targeting The Herd....

Now, this is the herd in hispanic dental marketing that most people fail to nurture. So how do you nurture them or target them? For this, what we do is we run a website campaign for the tv, we do radio ads, and we send out tear-sheet mailing wherein they opt in and out of our funnel. In this funnel, we mail them a direct mail package, then we go to postcard, postcard, then direct mail package and all on that time where we send them e-mails all at the same time.

One of the hardest things in hispanic dental marketing is how you manage all of them, because right now, I'm personally running five different companies under the same umbrella that there's so much marketing that's going on automatically every single month, and there's no possible way we'll be able to manage if we try to use the contact management system or try to use traditional management software. So, what we have done for the last couple of years is that we actually work with the company called Infusion and they're speaking our next super conference, and probably in every event. If you would like to sign up for the next event make sure you do and look in on our website over the next days.