When evaluating a dental implant marketing campaign, you must look closely at dental implant lead quality. Implant lead quality is perhaps the most important factor in determining your return on investment on an implant marketing campaign. After all, what good is it to pay to generate leads that are unlikely to convert to patients?
Here’s what you need to know about evaluating the quality of dental implant leads that your marketing campaign is generating.
What Makes for Quality Dental Implant Leads
Not all implant patient leads are created equal. To understand what makes for a quality implant lead, we must consider the following three factors:
- Ability to Pay
These three factors determine the difference between a “marketing qualified lead” (MQL) and a “sales qualified lead” (SQL).
MQLs are people who technically qualify as leads based on demographics and other indicators. They might be investigating implants. They might need implants. And they might be interested in getting implants down the road. But they’re not ready to move forward and might not be for quite some time.
SQLs are people who satisfy the demographic and other indicators and are ready to make a purchase decision. SQLs have a need, ability to pay, and urgency to move forward. Those are the best implant patient leads you can attract.
If your implant marketing campaign is not giving you a consistently high return on investment, it’s possible you are attracting only MQLs, at best. The leads you are attracting are likely missing one, two, or all three factors that define a quality lead.
Be sure to discuss the following information with your implant marketing company to ensure your marketing campaigns consistently generate quality dental implant leads.
Attracting Implant Leads with Awareness
Marketing campaigns can attract both MQLs and SQLs. Because decision timelines are longer with dental implants than other dentistry, one of the big differences between MQLs and SQLs is their level of awareness with respect to three things:
- Problem Awareness (They know the problem.)
- Solution Awareness (They know the solution.)
- Brand Awareness (They know about you.)
Early in the process, leads might be aware of their problem but do not know about the solution and you. Before they become a patient of yours, they also need to be aware of dental implants as a solution and you as an implant dentist of choice.
As the prospect becomes more aware, they typically become more educated, they will refine their decision criteria, and they will choose you if your brand matches their criteria.
Attracting Leads with an Ability to Pay
The single biggest obstacle to implant case acceptance is affordability. The reality is, most implant patients have had subpar oral healthcare over a period of time and do not come from affluent backgrounds. Thus, they rarely have thousands of extra dollars lying around.
Marketing campaigns must be designed to attract people who are open to the idea of financing their treatment. The best implant marketing companies will help you find financing strategies to help patients pay for dental implants. They will also help you design campaigns to attract leads who are ready to move forward and finance their care.
Attracting Leads with a Sense of Urgency
Because the buying timeline is longer with dental implants, your marketing campaign must attract people who are farther along the decision process.
The best implant marketing companies know what implant patient leads do early in the process and later in the process. They will be able to design campaigns to reach leads when they are later in the process. They will incorporate calls to action in your marketing campaign to trigger leads to contact your office.
Is your implant marketing company consistently getting you quality leads?
Create measurable ways to evaluate lead quality, such as responsiveness to your messages, awareness, ability to pay, and urgency.
If your implant marketing campaigns are not consistently attracting quality leads, ask your team how they design campaigns to reach people with high awareness, an ability to pay, and urgency to move forward.
The best dental marketing company relationships are those where your marketing company and dental team are all working together. When marketing companies and dental teams are on the same page and have the right expectations, you will attract and convert more dental implant leads.
If you want help, book your FREE 15-minute strategy session with Driven Dental Implant Marketing right here on drivendentalmarketing.com. And be sure to connect with us on social media to learn more about proven dental implant marketing strategies.