Every year during the holidays, I see dentist after dentist make the same mistake. And every year, it costs them big.
Here’s what happens. When late fall rolls around, most dentists decide to cut back on marketing for November and December.
“We’re going to be closed for Thanksgiving, Christmas, and New Year’s anyway,” they tell me. “Why not save a few bucks on marketing for those months?”
That sounds logical. I get it! But making that decision is a classic case of being penny-wise and pound-foolish.
Follow the conventional wisdom and yes, you will save money on your marketing budget. Unfortunately… you’ll also miss out on an opportunity to make five or six times as much — and fast.
“Gary,” you’re probably thinking, “That sounds too good to be true.” And you’d be right — but only after the clock strikes midnight on January 1st.
No competition? Double down
Allow me to explain further. It won’t take long, because the opportunity before you is really simple.
Since so many dentists are pulling back on growth right now, there is a sudden vacuum in the market. (Like I said, this happens around the holidays every year. We can literally see it in our data.)
This means that if you do the opposite and invest in your marketing now, you won’t have any competition. Yeah, other practices will still be open, but they won’t be trying to attract new patients.
Your reach will be huge.
Now, this wouldn’t matter if patients weren’t paying attention. There’s no sense in selling if your audience isn’t buying.
But people don’t stop looking for dental care during the holidays.
Some want to use up their annual insurance benefits. Others have loved ones who offered to buy them clear aligners as a Christmas or Hanukkah present.
And we can’t forget about the folks who will inevitably bite down on a holiday cookie made with one too many walnuts and crack a tooth.
All of them will be googling “dentist near me” during the holiday season. This means if you’re the only one running ads, your phone is going to start ringing off the hook.
I’m not reinventing the wheel here. There’s nothing revolutionary about zigging while others zag as a business strategy.
I’ve just been in dental long enough to recognize the pattern and the huge growth opportunity it presents.
However, time is already running out to capitalize. Everybody starts marketing again on New Year’s Day (or shortly after), so your window to act is closing fast.
We’ll help you seize the moment
If you’re a DIYer, you can still go for it on your own if you hurry. But if you want help, grab one of our last remaining slots to get a free, just-add-water holiday marketing plan so you corner the holiday market before it’s too late.
