Social media marketing continues to be a hot topic, practices seem to either be embracing it entirely or ignoring it completely. Which approach is right?
When I did my MBA I had an epiphany about dental marketing when we started to look at various marketing strategies. Like many other business owners, including dentists, I always had the view that marketing was about convincing people to purchase our products or services. I always thought of marketing as being manipulative, slightly deceitful and perhaps, in many ways, underhand.
My epiphany happened when in the course of my studies we began to look at relationship marketing. The old school version of marketing, which does indeed look to convince people to purchase our products is what is known as transactional marketing. The sole purpose is to get the customer to enter into our transaction with us, usually to purchase our product.
Relationship marketing does not focus on the transaction, but rather focuses on the relationship between two unique individuals.
And what is it that we seek with our patients?
Do we seek a one-off transaction where they come into the dentist once and never come back? Or do we seek an ongoing relationship with our patients where we can educate, build trust and help them solve their dental problems and replace missing teeth?
I rather do hope it is the latter!
Transactional marketing focuses on:
Relationship marketing focuses on:
The more one compares and contrasts transactional and relationship marketing one can see that they are almost at complete odds with one another. I guess, at the end of the day, it’s down to you to decide which is best for your business!
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