Marketing
Stewart Family Dentistry has identified three target market segments – cosmetic dentistry
seekers, practical/utilitarian patients, and need-based patients. When planning marketing for
SFD, it is critical that all market segments be reached using specific strategies. It is expected that
marketing for cosmetic dentistry seekers and practical dentistry seekers can be done though
internal and external marketing efforts.
Internal marketing refers to marketing towards existing patients (Willis 214). With internal
marketing, it is important for SFD to establish a strong brand in the minds of our patients. SFD
branding will help patients develop a sense of trust in our business, and will also help the patient
see a clear and consistent value in our services provided. All e-mails, letters, bills, and website
links will include the same consistent logo. Through surveys given at the practice, SFD will
evaluate the performance of the service provided and the effectiveness of various marketing
methods. SFD marketing mediums will be evaluated quarterly to determine if they are still
valuable means. Additionally, at the end of each visit a patient will be given a card that they can
give to family/friends to refer them to SFD. If a new patient is generated from an existing
patient, the existing patient will receive a service discount or a new dental product.
External marketing refers to marketing aimed at brining in new patients to the practice (Willis
214). Stewart Family Dentistry will largely rely on inter-professional communication as a source
of generating new patients. Upon opening SFD, formal messages will be sent to other dental
offices in the area about services offered at our clinic as well as other personal information and
contact resources. In addition, SFD will have very visible sign placement outside of the office.
People who regularly pass the office will clearly be able to see the name and contact information
of the practice.
The Stewart Family Dentistry practice website will be a platform for both external and internal
patients to use. The website will provide information on the background of the dentist, education
and experience in the field, and it will also include information on the services offered. Internal
patients will be able to log on to their patient portal on the website and view upcoming
appointments, various documents/patient history, and send messages to staff members. External