Market Your Practice in a Unique Way

by Scott Kiser, DDS

Published on this site: July 6th, 2004

Like any business, dentistry is more competitive today than at any other time. Fact is, the trends indicate it will be more so in the future. With the amount of competition at their doorstep, a dentist must know how to market their practice. Their very survival depends on it.

Unfortunately, many dentists refuse to do anything that remotely resembles marketing. They hold on to a belief that it's not professional to do so. Nothing could be further from the truth.

Many dentists believe marketing is simply running a few ads in the local paper, on television or the radio. Often an ad campaign will be done without much thought as to whom they are targeting, what the ROI (return on investment) for the ads are and if they are attracting the right response. Many confuse quantity with quality of people responding.

A common practice for dentists when they advertise is to give something away. Free teeth whitening seems to be at the top of the giveaway list. Sure, you may get a lot of people responding to that, but truth be told, are they going to turn into long-term patients. Or were they simply seeking that next free offer?

So what can be done to get the right people in your chair? First, you have to know whom you want in your chair. Are you looking for folks who would see any dentist with no consideration to experience, knowledge, or compassion? Or are you seeking those individuals, couples and families who are loyal patients.

Once you determine whom you want as a patient, then you must determine how to market to them. Fact is, marketing is virtually everything you do. This includes advertising, marketing collateral, press releases, direct mail, association involvement, your website and Internet presence, promotional products and your front-end and backend systems. Of course, there is always the way your staff answers the phone, how a patient is greeted, and what people see when they walk into your office. This is also a huge part of your marketing.

An essential element to marketing is to gain name recognition. One way to do that is to position you and your practice in your community through some type of special event. There are many advantages to hosting an event. One, the event in and of itself gives you name recognition. Two, you can gain front-end publicity by distributing a press release about the event to the media. Three, you can send a flyer, letter or postcard to your client base to let them know about the event. This puts your name in front of them one more time.

Depending on the type of event, you may have other businesses in your area that would like to do a joint venture with you. The advantage of this is the other business can, and should, help with the promotions of the event. Key is to find a business that has a similar market to yours and good business ethics. That way you can share markets, have a greater reach and know you are bringing greater value to all parties.

Before planning out an event, make sure you consider all the costs. There can be unexpected expenses if you don't carefully plan out what you are doing.

During the event, find a way to capture people's contact information.
Immediately following the event send a thank you to participants. When you have something else you are promoting, they are prime candidates to receive the information. A cost effective way to keep in touch is through email although you don't want to depend solely on that. Postcards are another cost effective option.

Hosting an event is somewhat unconventional for the average dentist.
The question you want to ask is, "Am I average, or do I want to stand out among the competition and be seen as a leader in my industry?"

The answer will determine what you must and will do in your marketing.

Dr. Scott Kiser has been practicing general dentistry in Salt Lake City, Utah for over 20 years. Dr. Kiser has used only mercury-free substances in his treatments since the mid 90's and concentrates his practice in the areas of sedation dentistry and complete smile makeovers. Consumer Research Council of America selected him as Utah's Top Cosmetic Dentist of 2003 - 04. Visit www.greatsmilesutah.com to sign up for a FREE monthly online newsletter or for more information on Dr. Kiser and all of his services..