Small business owners use databases to track information about their customers. As an orthodontist, the information you keep about your patients in a database can help you make better decisions about marketing and also be strategic about how you target potential patients based on their demographics, such as age or gender. When you are planning new email marketing campaigns, introducing a new type of treatment, or experimenting with new payment or pricing strategies, database segmentation can be incredibly helpful.
Segmenting your database simply means dividing your marketing database into relevant target groups. Most people get hundreds of emails every week. If you continue to send promotional emails to your patients with messages that aren’t relevant to them personally, you run the risk of people deleting your emails or worse, unsubscribing from all emails sent from your practice. No matter what customer database software you use, the data you are gathering and storing from your patients should be used purposefully.
Here are some reasons why you might decide to implement database segmentation, and how you can get the most out of it.
Analyze Your Data
The first step is to analyze the information you already have. What do you already know about the patients in your database? The next step is to decide the target group you want to approach based on your marketing goal. You can create different emails for every single segment of your data.
Your database likely includes basic information about your patients, such as their name, address or birthday. But other relevant information might be the date of their last visit, their geographic location, what content they have read on your website, or the services they have received in the past.
Make Sure the Right People See Your Content
If you are going to go to the effort of creating a thoughtful, visually-appealing email marketing campaign, segmenting your data will help ensure the messages in your emails are relevant to the people who are receiving them. For example if a potential patient has inquired in the past about Invisalign treatment, you don’t want to send them an email about a new promotion for traditional silver braces. With segmentation, you can make sure your patients who are interested in Invisalign receive every email about this treatment and never receive emails about traditional silver braces.
Adapt Your Communication to Your Target Group
Sending personalized and relevant messages to everyone in your database is the goal of database segmentation. Once you know what data you have and you’ve clearly identified a marketing goal, it’s time to create an email list based on this information. If one of your goals this year is to add more adult braces patients to your practice, you’ll want to email every lead in your database over a certain age.
The most challenging thing about segmenting your database is most likely going to be deciding how to divide the hundreds (if not thousands) of patients you have stored in your database in a way that makes sense for your marketing goals. But from there, the possibilities are endless!