We continue our discussion of the top 10 ways to destroy your advertising results in part 2! In this episode, we discuss treating your practice like a business, budgeting, allocating marketing responsibilities, and market demographics.

#4 Not Treating the Practice Like A Business

• Not having a budget
• What percentage of your practice revenue should go into marketing?
• Budgets: spending limitation, NOT a promissory note
• Not being consistent with marketing

#5 Having Multiple Companies Handle Your Marketing

• Which assets belong to who?
• Having 5 companies for your marketing?
• Online scheduling, reputation management
• Driving yourself crazy!
• Not working thematically

#6 Promoting to the Wrong Half of the Market

• Defining the right half of the market
• Short-term patients vs. long term patients
• The difference between a shopper and good quality
• Getting caught in the volume game
• Kissing a lot of frogs to find a prince
• Becoming the “cheap dentist” in town
• Competing with corporate offices