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Do not make the same mistakes that other dental practices do and that’s not to create a customer profile or a buyer persona. Without this information, it will be hard for any dental practice to target a specific market. Ask yourself these questions: who are you targeting? What kind of lifestyles do they have? Your dental marketing strategy will depend on the answers to these questions.

Once you have an idea and a picture of who your target market is, it becomes easier to create a strategy that they will respond to. For example, you are targeting a family with a fixed income. These middle-class families and senior citizens will be looking for discount dental services and products. This means that you have to get to know where middle-class families and senior citizens hang out.

You can usually find them in schools, farmers’ markets, grocery stores, and malls. They’ll be running errands, doing the grocery, paying the bills, and bringing their children or grandchildren to school. This information is important in creating a strategy that will specifically target these demographics.

But if, for example, you want to focus your dental marketing on cosmetic surgery and your intent is for the upper middle class to be your customers, then you need to market your practice as an upscale dental practice. That goes beyond mere marketing campaigns. Your target market needs to see it on the physical appearance of your clinics, too. Instead of a comfortable lounge with free juice and coffee, you might have to take an extra mile like employing a concierge and providing hors d’oeuvre.

Who is going to your clinic if you’re targeting the upper middle class? It’s going to be doctors, lawyers, executives, etc. These people are also busier than your average joe, which means you need an appointment system that can cater to their schedule. You might also have to stay open late at night since that’s the only time most of these professionals can drop by.

It’s easy to go over the top when creating a customer profile but just because you suddenly realized what works doesn’t mean you should forego other considerations. Remember to look at what cannot be changed. If your dental clinic is near middle-class communities, you can’t very well focus on the upper middle class. If your clinic is close to the residential area, it’s not a good idea to focus on attracting business people. This can also affect the operation hours of your practice.