Location, Location, Location. How Can It Affect Your Marketing?August 14, 2015 by AACD Executive Office
by Xana Winans
Before You Choose a LocationIf you’re thinking about moving or building a new office, consider the impact of the location before you sign the lease or purchase the land. These factors may seem trivial now, but the long term implications are bigger than you might realize.
1. Is this office location highly visible? Sure, it’s more peaceful to have an office on a side street in a residential neighborhood, but your drive-by traffic can be severely compromised. Just like any business, visibility is important to a dental office. Be sure to choose a location with good traffic, where your office and signage can be visible day and night. You don’t need to be on main street, but don’t hide back in a large, generic office complex or on a quiet side street.
2. What are the signage regulations? Check with local municipal regulations regarding signage before you move in. I know of a gorgeous office in New Jersey that is only allowed a three foot wide by one foot high sign, barely big enough for the practice name and definitely not visible from the street. Signage is a one-time investment and often brings in at least a few patients each month who walk or drive by, ensuring an excellent long term ROI.
3. Do the demographics of this community match my target patient demographics? It’s important to be realistic about the community you plan to build a practice in. Not sure who is in your future neighborhood? Go to www.clrsearch.com, click on the Community Demographics tab and type in the zip for your proposed (or current) practice address and a few surrounding towns. Check out the population growth trends, education levels, ethnicity, median income and employment statistics for your area. You might be surprised at what you find.
If you want a high level restorative or cosmetic practice but your immediate zip code boasts an average household income of $44,000 and only 13% of the adults have a bachelor’s or graduate degree, you may want to consider a different community. Still want to settle your practice in this town? You may need to adjust your expectations for the type of dentistry patients will be willing to commit to.
So you’re stuck where you are. Literally. There are still plenty of things you can do to make yourself more visible, even if your office location isn’t.
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