Creating Your Clinic's Marketing Guide

Your clinic marketing guide should contain these things. We’ll look at how to create them in the following sections.

• Primary optimisations – the most important terms you want to say. These will normally be your service and location e.g. Dentist Coventry
• Secondary optimisations – other terms you would like to hit. Typically secondary services around what you do and secondary locations you’d like to hit. E.g. cosmetic dentistry, teeth whitening, teeth straightening, invisalign, emergency dentist, towns around Coventry e.g. Finham, Beginton, Stoneleigh.
• USPs – selling points of your clinic e.g. peaceful location, experienced practitioners, easy online booking, free parking, online booking / personal booking
• Positioning information – this sets you relative to other clinics and we look at it in terms of a scale e.g. on price we charge more that 80% of other clinics. On generalist to specialist we are 100% generalist. On service quality we deliver more than 90% of other clinics, etc.
• Few words description e.g. Dentist in Coventry.
• Short description e.g. Dentist in Coventry offering general dentistry, tooth whitening, tooth straightening, cosmetic dentistry, Invisalign. Easy to get to from Finham, Beginton and Stoneleigh. Experienced practitioners and easy online booking.
• Elevator pitch e.g. We are a dental clinic in Coventry offering a range of dental treatments including general dentistry, tooth whitening, tooth straightening, Invisalign, emergency treatment and much more. We are easily accessible from the neighbouring towns of Finham, Beginton and Stoneleigh and offer quality treatment from highly experienced practitioners in a peaceful and relaxed setting. Nervous patients are very welcome. Book now with our simple online booking system.

Once you have researched your keywords, USPs and positioning, creating descriptions and an elevator pitch will be simple, as you’ll know what words you want to use and what it is you want to say.

Once you have done this exercise, you will always know what to say about your clinic, and will be able to pass it on to anyone else who does any marketing for you, ensuring consistency across your brand and across the internet (very important for Google).

Your marketing guide is what we call a “dynamic document”. You should review it from time to time and add any changes or adaptations that come about in the course of your marketing. For example, if you hire a social media person and you have to clarify your messaging with them, be sure to update your marketing guide so everyone gets it right first time in future.