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Tactics vs Strategy

When it comes to marketing your dental practice, are you thinking more about tactics or strategy? Do you focus too much on the mechanism and not enough on the message?

A marketing strategy looks at the overall need of the practice and uses various tactics as part of the game plan in its execution. For example, we maintain a private membership website with original articles, video presentations and sage advice for dental practices. That is a relatively new tactic that is part of our overall Solstice Dental Advisors strategy, which is to build trust in our practice growth vehicle, the Solstice 5M series of 12 online webinars. We might decide next year that a blog and membership web site are not the most effective tactics and shift our focus. Indeed, we have shifted tactics in recently. We once relied chiefly on email to reach our target market. Today, we use a combination of direct mail, blogging, social media, seminars, radio broadcasts and e-mail marketing. But the long-term strategy remains the same. 

 What if we applied this type of thinking to your dental practice... 

Your overall strategy should be to communicate with your clients, patients or referral sources throughout the year. This strategy was valid 20 years ago, and it should still be effective 20 years from now. 

Your tactics, however, may change over the years. You may have relied in the past on “snail mail” or yellow-page advertisements. Today, you may add to that mix an e-mail newsletter, a blog or a Facebook page.

It’s important to refocus your plan and redeploy the most important tactics when times change. That’s because people change, technology changes and you should respond to those changes in your marketing as well. Most dentists do this well.

But it’s also critical not to lose sight of your overall strategy, and this is what dentists may often forget: Know why you’re using certain tactics and how each tactic fits into your overall strategy.

and this is what dentists may often forget: Know why you’re using certain tactics and how each tactic fits into your overall strategy.

Finally, whatever tactics you choose, measure their effectiveness so that when reevaluating them, you can make a solid, informed decision. If you would like to discuss newsletter marketing solutions for your practice, call us at 770-614-4249 or e-mail info@solsticedentaladvisors.com. We'll be glad to share our experience with you during an informal, no-obligation conversation.

Bill WilliamsComment