August 5, 2020  
 
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Marketing a Dental School

It's becoming more and more difficult for dental schools to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.

If you are a business leader who sees marketing as a path to give your dental school a larger market presence you're not alone.

Healthy customer relationships are strengthened and expanded through targeted marketing campaigns. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your dental school's planning process.

Coupons

Think you know all there is to know about coupling? Maybe not, at least when it comes to using coupons for dental school advertising. Traditionally, coupons have been limited to print ad distributions. These days, coupon programs have expanded to include electronic coupons distributed through social media and redeemed via a mobile device. Many dental school operations leverage couponing to entice first-time customers to make initial contact with the brand. Coupled with other marketing techniques, a steady stream of legitimate coupon promotions can incentivize periodic customers to increase the frequency of purchases from your company.

Hiring A Marketing Firm

Eventually nearly all dental school operations turn to marketing firms for guidance. Professional marketers are usually on the bleeding edge of the industry and boast better returns for the investment than internal marketing units. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your dental school, experience should trump other considerations. Additionally, you'll want to make sure that the firm you hire is familiar with how technology is being used to forge connections with customers in your market niche.

Measurement & Evaluation

With a little more attention to details, dental schools may be able to increase the impact of their marketing tactics. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, dental schools typically expand their knowledge base by hiring professional marketing firms.

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