Do's and don'ts for marketing in a crisis

As the world moves through the COVID-19 era, there are many new emotions being felt and displayed. And in a sense, marketing is about appealing to people's emotions. In this crisis, the overbearing emotions are fear and uncertainty. People have fears for their health, financial security, family, and future. All of these fears can be partly addressed through practice marketing if it focuses on compassion.

Be compassionate. Compassion may be the single most important approach to practice marketing and management in the COVID-19 recovery. People's fears are based on uncertainty, and practices should take every opportunity to acknowledge the situation we are all in, wish everyone and their families good health and safety, and create excellent customer service and convenience.

Don't forget that marketing is all about messaging. What messages are you sending to your patients? Are you letting them know that the practice is ready, willing, and able to help them in almost any situation? If they cannot leave work, will you find the hours to see them? If they cannot afford treatment, will you find financial options that work for them? If they're afraid about the safety of your practice, will you educate them? Remember, the practice needs to be the anchor that patients feel they can depend on.

Dr. Roger P. Levin is the CEO of Levin Group, a leading dental management consulting firm, and one of the most sought-after speakers in dentistry. Levin has authored 65 books and more than 4,000 articles on dental practice management and marketing. You can sign up for the Levin Group Tip of the Day.

The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.