PR Features
Posted: Sun Feb 16, 2025 7:19 am
One of the marketing tools is PR. And it stands apart, since it cannot be assessed in the same way as other promotion methods. Substitute numbers are not useful for PR, and its effectiveness is not measured by the number of patients attracted to the clinic, calls or appointments. For PR in dentistry, the factor of recognition, expertise and increased trust in the clinic and its doctors is important. At the same time, we will assess the success of the campaign, rather, by the number of clicks on the clinic's website, duration and quality of patients' behavior on it.
The success rate of a campaign is the number of bounces. This refers to closing a page on your site after going to it without performing any actions on it and without further transitions around the site. The acceptable number of bounces in dentistry is from 10% if the traffic is exclusively targeted, from search queries or aggregators, and up to 20% if there bahrain number data is an active marketing campaign.
Usually, a refusal rate of more than 40% is an indicator that something is wrong. However, if the clinic is trying to increase brand awareness and advertises for general queries, being a highly specialized center, then the refusal rate may be higher than the indicated figures.
An example of such a marketing campaign could be the promotion of a lingual orthodontics clinic using general queries such as “teeth alignment” or “bite correction”.
Deferred demand in dentistry
Instant analytics, which is conducted immediately after the end of a marketing campaign, is not able to reflect everything. After the end of active advertising, it is time to collect information about patients who may return in 3, 6, 12 months, having made a final decision to be treated by you. For example, in orthodontics, the effect of a wave of requests is known, which occurs a year after active marketing activities. A similar effect is typical for other long-term and expensive services, such as, for example, implantation.
People who have dental problems do not rush to make a decision. They will think long and carefully about which clinic to choose. Therefore, it is very important to record absolutely all calls and record them together with information about the source of the request in the CRM, so that later, when this patient calls again, you know about the true marketing channel that worked, and the source of his request is not distorted, because the second time, he will probably call directly from the site.
This work can only be done by a clinic within its walls. If the first stage of the analysis of requests is still available to the marketing agency, then the subsequent ones are not. The last name, first name, patronymic, contact information (phone, email), as well as the channel from which the patient learned about your clinic, must be recorded in any case, even if the person did not immediately make an appointment.
For such long-term analysis, it is often necessary to supplement the CRM with new functions, which many clinic managers prefer to avoid. And if you do this work, many will be surprised at how successful the marketing campaign was, which they have already managed to write off.
The success rate of a campaign is the number of bounces. This refers to closing a page on your site after going to it without performing any actions on it and without further transitions around the site. The acceptable number of bounces in dentistry is from 10% if the traffic is exclusively targeted, from search queries or aggregators, and up to 20% if there bahrain number data is an active marketing campaign.
Usually, a refusal rate of more than 40% is an indicator that something is wrong. However, if the clinic is trying to increase brand awareness and advertises for general queries, being a highly specialized center, then the refusal rate may be higher than the indicated figures.
An example of such a marketing campaign could be the promotion of a lingual orthodontics clinic using general queries such as “teeth alignment” or “bite correction”.
Deferred demand in dentistry
Instant analytics, which is conducted immediately after the end of a marketing campaign, is not able to reflect everything. After the end of active advertising, it is time to collect information about patients who may return in 3, 6, 12 months, having made a final decision to be treated by you. For example, in orthodontics, the effect of a wave of requests is known, which occurs a year after active marketing activities. A similar effect is typical for other long-term and expensive services, such as, for example, implantation.
People who have dental problems do not rush to make a decision. They will think long and carefully about which clinic to choose. Therefore, it is very important to record absolutely all calls and record them together with information about the source of the request in the CRM, so that later, when this patient calls again, you know about the true marketing channel that worked, and the source of his request is not distorted, because the second time, he will probably call directly from the site.
This work can only be done by a clinic within its walls. If the first stage of the analysis of requests is still available to the marketing agency, then the subsequent ones are not. The last name, first name, patronymic, contact information (phone, email), as well as the channel from which the patient learned about your clinic, must be recorded in any case, even if the person did not immediately make an appointment.
For such long-term analysis, it is often necessary to supplement the CRM with new functions, which many clinic managers prefer to avoid. And if you do this work, many will be surprised at how successful the marketing campaign was, which they have already managed to write off.