How to Handle a Bad Month

Ed Ridgway is a marketing consultant to the dental industry. Based in Pennsylvania, Ridgway consults with dental practices all over the country. He also publishes a blog called The Dental Marketer.

June was a rough month for many dentists. Some reacted by scaling back their marketing, and others stuck with the plan they had in place. Ridgway recently dealt with the issue on his blog. Although he is specifically addressing dentists, his advice applies to just about anyone reading this newsletter.

The efficient marketer realizes that ROI success and failure is measured over years, not just a month at a time. Your long term efforts are rewarded by an established position in the mind of the consumer. People still need dentistry, even if some are postponing purely cosmetic procedures. Don’t be the office that disappears. Be the practice that’s been around forever – the one everyone knows. You do that with consistency.

The dental practices who maintained or increased their marketing after the tough month of June rebounded with a strong July. This illustrates the wisdom of long-term planning, and confirms the efficiency of sticking to a plan. Yes we need to track, evaluate and adapt – and we don’t throw good money after bad being stubborn. But a good plan remains a good plan, and a bad month doesn’t change that.

You can read the complete post here.


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