Before the internet was a part of our everyday lives, demographics consisted of the basics: age, gender and location. Marketing strategies involved using the “best guess” approach to hit the right demographic, focusing primarily on where the consumer was physically at.
In today’s world of digital marketing, demographics in the dental industry have become much more complex and specific to the individual. More complexity creates challenges but it's also really great news!
The true value of targeting comes in when you can pair the type of personas you want to attract with the types of dentistry you want to deliver. By looking at the basic demographics of your existing patient base you can determine if they are in line with who you’re trying to reach.
When your current demographic aligns with the type of patient you want to attract, the patient experience improves and patients are primed for higher retention, quality referrals, and online reviews.
The Patient Personas
A 'patient persona' takes into consideration the standard demographics while encompassing much more. It’s a representation of the ideal patient based on behavioral patterns, goals and the motivations for choosing your services.
Think of it this way:
Who are you currently attracting? What services are they seeking? Are they seeking additional services? Are they potential attractors or detractors of your business?
With software like Legwork PRM, understanding demographics and targeting specific types of people is easy. It's also possible to be very granular and track the results.
Conversely, generating the correct reports from the patient management software and analyzing the information is not only burdensome but ineffective if a mistake gets made - and that before trying to measure the results.