By now, you probably know that all of your patients aren’t the same.
It’s hard to bunch them into one category because there’s something unique about each and every one of them.
That includes their purchasing power and willingness to spend.
Let’s address the big elephant in the room with that in mind.
You’re in the dental business to make patients feel confident about themselves and promote good oral health, granted.
On the other hand, this is your livelihood. You eat, sleep, and breathe all things dental.
Not everyone can do what you do. As a result, you deserve a pretty penny for your talents and skills.
The question is, who’s willing to pay you what you’re worth? Who fits the profile of your ideal patient?
You know, the people who will invest in high-quality dental care without budging.
Most importantly, where are these hidden gems and how can you reach them?
The answers are in your patient personas.
What Are Patient Personas?
Every patient has a story, and patient personas are basically the character breakdowns that describe them.
One patient persona paints the picture of a particular patient’s personality, providing a mini-snapshot of their demographics, psychographics, and behavioral characteristics.
Where to find this information? Market research and customer data.
With your patients alone, you practically have access to all the information you need at your fingertips.
Why? It’s simple. Your patients can tell you more about themselves than anyone else.
3 Benefits of Utilizing Patient Personas for Your Dental Practice
Can you confidently say that you know your target audience like the back of your hand?
If not, you should. Patient personas are a key to success with your sales, marketing, and business strategy. They are helpful in a lot of different ways.
Benefit #1: They Offer Better Snapshots of Your Target Patients
Patient personas give you a really good grasp of your target audience, and they’re based on segmented customer profiles that zero in on each personas’ needs.
I’ll give you an example. Let’s say that persona #1 is an elderly person with geriatric dental needs, while persona #2 is a young adult who’s more invested in cosmetic dental care.
Here, we have two distinct patients with two completely different sets of needs, wants, habits, and paint points.
That’s why it’s important to stay away from the one-size-fits-all approach where your patients are concerned.
Individualized strategies are a must if you want to hit each personas’ pain points.
Personas can serve as a guideline on how to approach each segment differently. More specifically, how to cater to their needs.
You can’t market to a millennial the same way that you would a baby boomer. There’s a different way to reach each persona, especially on social media.
That’s why patient personas are so necessary.
Benefit #2: They Help You Attract Highly-Targeted Leads
A broad target audience won’t get you very far with your marketing efforts.
You have to hone in on your picture-perfect patient if you want to attract the right leads.
Patient personas can help you ensure that you spend your marketing dollars and efforts wisely.
They also play a critical role with your SEO keyword-targeting strategy.
There should be a different set of keywords for every persona that you have.
Going back to our previous example—an elderly patient might use search terms that relate to geriatric dental care, such as “denture implants” or “oral thrush treatment.”
Younger patients, on the other hand, might use more keywords that are associated with cosmetic dental care. These range from “teeth whitening” to “dental veneers.”
As a general rule of thumb, attract the right people and they’ll come to you in droves.
Our dental marketing consultants are also available to do the research and execution of your patient personas for you. Click here to schedule a consultation.
Benefit #3: They Help You Create Better Content
In order to have a successful content marketing strategy, you must first have relevant content.
Secondly, you should have unique content that appeals to each patient persona.
There’s a lot of noise out there in the content marketing world. If you want your content to be seen, you have to set it up in a way that really grabs the viewer’s attention.
When a patient comes face to face with your content, you want them to feel like you’re talking to them directly.
Singling them out, in this case, makes them feel special. It assures them that your practice cares about their needs.
As you can see, there’s great benefit to having your patient personas mapped out. Although they require a large investment of your time, this investment pays itself back with interest.