2020 was a wild ride, for sure! Filled with unexpected dental office closures, months of lost revenue, and a “new normal” requiring changes to the way dentists practice and run their businesses.
Well, the good news is that with proper end-of-the-year planning, you can be prepared for whatever 2021 throws your way.
If you’ve never made dental practice goals for the year, it’s never too late to start. Goals keep you and your staff on the same page, and they give everyone something to work toward. Goals also help you measure your progress so you can properly manage your business. You may also be more prepared for unexpected things to develop when you set goals that help you plan and strategize for the future.
Here are some things to keep in mind when you’re planning your 2021 goals.
What are your daily practice sales goals? How much should you produce each day to run your practice profitably? Are you making a healthy salary each year, or are you barely breaking even? Your break-even and daily sales goals are the numbers to consider when crafting your practice’s weekly, monthly, and annual financial goals.
You can also run reports to determine which services are most profitable for you. Are those the procedures you enjoy doing? If not, maybe it’s time to switch your marketing focus. Or perhaps it’s time to do some continuing education, sharpen your skills, and bring new techniques and procedures to your practice.
It’s a good idea to focus your marketing on the services you enjoy performing most. For example, if you love doing cosmetic cases and changing people’s lives, focus your monthly blogs on the topic of porcelain veneers or the advantages of full smile makeovers. Also, make sure your website and services pages are up-to-date with all the benefits of cosmetic dentistry.
Are you meeting your new patient goals? How many new patients should you see each month to reach your sales goals? Consider adjusting your schedule to quickly accommodate new patients, so they don’t have to wait to meet you.
Holiday specials are an excellent way to bring new patients to your practice. Consider offering specials to attract new patients in 2021, like savings on x-rays or examinations.
Marketing is an invaluable tool to help you meet your practice goals. Besides bringing your presence to the internet, marketing is the best way to share the services you provide, give people a feel for your practice philosophies, and meet new patients.
How is your website looking? Is it up-to-date? Is it filled with relevant and interesting content that provides your patients with information and achieves Google rankings? Did you know that a focused SEO campaign could have you doing more of the specific services you love? Setting up a content calendar for your website and social media accounts is a helpful tool to keep your marketing goals on track.
If you have concerns about your website or SEO strategies, it may be time to invest in some assistance from a reputable marketing team.
Spend some time thinking about what you want your focus to be for 2021, and have your team do the same. It’s not too late to set your practice up for success in 2021!