One of the best parts about my role at Balihoo are the conversations I have with dentists who are in the process of opening a new practice. Whether they're a fresh faced recent grad or grizzled dental veteran, nothing compares to the excitement, optimism and sheer terror of venturing out on your own and living your entrepreneurial dream. Oftentimes it's that sheer terror that fuels their interest in our local advertising, media buying and launch marketing solutions.

Unfortunately most dental schools don't offer a business minor and many well-meaning docs venture out with nothing more than a dream in their heart and South Park business plan in their steady hand. The reality is this isn't Field of Dreams and just building an office filled with the most advanced equipment, caring staff, and the finest degrees in town won't be enough to get your practice off the ground. Unfortunately amid startling costs for staff, infrastructure, tools and supplies, a strong consumer-driven local advertising effort is left out of the launch plan.

Well, Balihoo just will not let this stand! We're here to provide you with the finest dental marketing tools available and, short of that, the best organic (read: free and well-meaning) quick tips to get you started.

1. BEGIN YOUR BRAND. Invest in a well-thought name, logo, website for your practice but remember this is just the start. Your brand is your entire business experience so consider from day 1 how you want to shape your practice culture and ultimately be represented in the marketplace. Think long term and develop brand material that can easily integrate with a variety of marketing channels and remain a recognizable beacon of consistency for years to come. It could ultimately be worth a lot more than you think.
2. TARGET YOUR MARKET.  Do you know who your ideal patient is? Do you know where they live and the best ways to reach them? As simple as "know your patients" may sound, in practice it can be a major stumbling block. Once you have your sights on your target, make building trusting relationships your practice's #1 priority. Your patients want you to know them and their care, provide them with your expertise so referring their friends and family is as easy as possible.
3. NEW PATIENTS! NEW PATIENTS! NEW PATIENTS! Unless blessed with an unflappable trust fund or the world's greatest financial advisor, most practices open with a limited budget for consumer advertising and local marketing. While an integrated campaign filled with grand opening TV and radio spots, direct mailers, billboards and newspaper ads is a best case scenario, there are plenty of cost effective (i.e. free) methods for reaching local consumers that can get you started. Social media has exploded in the last 18 months and is a great first step to build a groundswell of local support. Start a Facebook business page where local consumers can connect with you. Try opening up a Twitter account and generate relevant content like pictures of your office or interesting dental articles. Take your home video camera and give a tour of your office for YouTube. It's all free, it's all relevant, and it connects you to your patients and prospects in ways traditional media can't.

As time-consuming and overwhelming as the internal workings of opening a practice can be, don't neglect those areas that reflect on you externally. By working from the start to advertise your practice locally and consistently integrating new marketing ideas, you'll find yourself building your patient base much more quickly than you would have otherwise.