Does your marketing have REACH and SHELF-LIFE?

There are two essential questions that you must ask about any marketing collateral created by your team:

  1. does it have REACH?
  2. does it have SHELF-LIFE?

REACH – how many people can potentially see this?

Although it’s a good idea, a business card passed to a patient is likely to have very limited reach – from zero to one person.

A 60-second video of a happy teenager at a de-bond (known as the “OMG – that’s amazing” moment) has a significant potential REACH if posted on the teenager’s Instagram account or the parent’s Facebook profile (with the appropriate consents in place).

So you can analyse everything you do, from a pop-up banner in your patient lounge to a leaflet drop in your post code and ask yourself “what is our potential REACH here?

It follows that selfies, videos and reviews have a lot of potential REACH.

SHELF-LIFE – for how long will people have the opportunity to see this?

The challenge with social media posting is that you are throwing a packet of information into a fast-flowing river of data – so the risk is that nobody is looking at the moment you choose.

SHELF-LIFE is what happens when that data sticks around, so that future observers can still get the chance to see it.

The pop-up in the lounge has shelf-life, as does a patient welcome pack, a brochure, a poster in a window or an A-Board on the pavement. However, they are static displays in a world of information overload (and it does your marketing no good to have a faded Invisalign poster that nobody takes any notice of anymore).

Videos are excellent for SHELF-LIFE, because you can post them on to social media channels and then create a gallery in which to store them, be that a video section on your Facebook Business Page and/or a branded You Tube channel for your business.

Reviews are equally excellent, as they can sit there on Google and/or Facebook and continue to earn a living for a long time.

It still surprises me that practices don’t go all-out for reviews. Google want you to have 100+ before they start to move you up organic search.

People read reviews nowadays before they make any significant purchasing decisions.

Patient newsletters can have SHELF-LIFE if you create an archive on your web site where the back-issues are stored.

Keep asking your self the same question:

Does what we are about to do have REACH and SHELF-LIFE?


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.