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Thinking Business
a blog by Chris Barrow

Is the traditional Dental Marketing Manager role about to become obsolete?


Are You Ready to Evolve into an Inbound Marketing Assistant for the AI Era?
Are You Ready to Evolve into an Inbound Marketing Assistant for the AI Era?

I suspect that the role of "marketing assistant/manager" in independent, owner-managed dental practice might be about to expire.


Don't panic if that's your job, because we are talking about transition, not extinction.


The transition is to a new role.


My new job title?


"Inbound marketing content developer and curator."


A bit of a mouthful, of course, if someone at a BBQ asks what you do for a living?


Shorter title......


"Inbound marketing assistant/manager"


In essence, therefore, I've simply identified the fact that, of the three types of marketing:


  • Internal - asking for patient reviews, testimonials and referrals;

  • Inbound - becoming the expert identified by AI-search when patients ask detailed treatment questions;

  • External - paying an agency to drive leads to your door.


Internal is a team event - EVERYBODY in the practice should be asking.


External is delegation (and often abdication).


Inbound needs a on-site roving reporter, who can identify treatment FAQs in your postcode and ensure that AI-driven search sees you answering those questions more often, and more usefully, than your competition.


The inbound marketing assistant/manager is involved in creating:


  • treatment-specific landing pages on your website,

  • social media posts,

  • a blog,

  • a newsletter,

  • a YouTube channel,

  • a Linkedin profile,

  • articles for B2B and B2C magazines,

  • a podcast

  • and the e-books and guides that visitors download from your website in exchange for GDPR consent to receive news.


Google are losing their domination of search.


AI-driven search is on the ascendant, whether activated by typing or voice.


ChatGPT, Gemini, Co-Pilot, Perplexity - Siri, Alexa...........and many more besides and to come.


It's a New World that requires a new job - and if you are marketing for a dental practice, you had better reinvent yourself quickly.


Don't miss the boat.









 
 
 

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