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