Slicing the marketing pizza (again)

This conversation is happening every week.

Client – how much should I be investing into marketing?

Coach – 5% of gross revenues

Client – what do I invest in?

Coach – 

  • SEO
  • Paid Media
  • Print Media
  • Direct marketing
  • Lifecycle marketing (white papers, email and e-newsletters)
  • Reactivation
  • Word of Mouth

Client – what is the split of my budget across these areas?

Coach – that depends – there is no “one size fits all” solution.

It depends on location, age of practice, size of practice, preferred treatment modalities, preferred demographic, pricing strategy, growth targets and other individual circumstances.

Client – do I have to invest in everything?

Coach – yes – to some extent or other – a piecemeal approach will be ineffective.

Client – are most of these services outsourced?

Coach – yes – it is highly unlikely that any member of your team (or you) will have the time and experience to do the job properly.

Client – how do I find the right outsource agencies?

Coach – by recommendation from other dentists or people like me.

Client – how do I know if I’m getting the right result?

Coach – by creating the habit of monthly feedback reports from all outsourced agencies to tell you exactly what they have achieved with your money.

Client – so why do I need a marketing manager?

Coach – to manage your marketing budget, to hold the agencies accountable, to provide the stories that will populate your campaigns, to work with the rest of the team to make sure that all this effort isn’t wasted by an ineffective patient journey, to manage some non-digital marketing activities in your community such as B2B and B2C networking and local print media.

Client – so where do I start?

Coach – with a Marketing Action Plan M.A.P.

Client – and where do I get a M.A.P.?

Coach – ask me.


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.