Because this group doesn't care about safety precautions, marketing should focus on their No.1 concern: Getting in as soon as possible. In the practice where I work, we're finding we have about eight to 12 weeks of early adopters. Ever since we reopened, we’ve been slammed with patients, and we're finding if we leave room for emergency appointments, those get filled too.
There are a few approaches you can take to reach these patients:
Immediacy. Many people in this group have crowns, pain, or chipped teeth they want dealt with as soon as possible. Messages like “Same and Next Day Appointments Available” will attract their attention, drawing in not just your own patients, but also people without a regular dentist who need immediate care—and who are looking for an excuse to leave the house.
Convenience. Appeal to this group’s dislike of repeat appointments by listing the same day services you can provide. Most patients don’t have a clear idea of how much you can get done in one visit. Educate them! They’ll choose the office that can offer the most help in a single visit.
Scarcity. Scarcity, one of Dr. Robert Cialdini's 6 Principles of Persuasion, tells us that when supply is limited, people are more likely to say "Yes!" For this group, highlight that available appointment slots are filling up quickly and wait times are increasing.
Liking. This is another Cialdini Principle. Many of your early adopters are fairly extroverted and have been suffering loneliness under the lockdowns—after all, they’re so desperate for social contact they’re booking dental appointments. Include pictures of your team on communications and social media posts. Highlight the fact you’re all friendly and waiting to welcome them.