| Dental Marketing WHITE Paper | ||||||||
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Too many choices: the biggest issue affecting new dentistry patient growth and dental care upgrades. This consumer tsunami of many choices is also constrained by 'available' income and appreciation for financing those choices.
Dentistry also attaches the weight of three denial, procrastination, and treatment fear. It gets to be a big wave of waiving their right to better oral health, wavering and waving as they pass by...
The best dental marketing overcomes the barrier of inaction and non-acceptance, while positioning the choice of “more dentistry” much higher!
Personalized direct mail provides a level of uniqueness that successfully engages the dental consumer. Traditional direct mail is like someone driving the down street in your neighborhood with a loudspeaker promoting your dental services. Whereas personalized dental postcards are like someone coming right to your door, knocking on it, and gently speaking your name when you open it.
This immediate, relationship building aspect of personalized direct mail puts Express Dental Marketing in a unique position to boost your case acceptance and new patient growth.
Express Dental Marketing has various levels of personalized direct mail to start a dental-health-improving conversation with your patients and/or community. By targeting three different dental service niches, Express Dental is able to give almost any practice an instant and uniquely powerful presence in the lives of their patients and community.
Dentists who want to attract new families and improve internal communication, but also have an interest in promoting their cosmetic dentistry services have a complete suite of products in our Family Dentistry series.
Dental practices that are more interested in attracting adult patients for restorative and cosmetic dentistry, and improving case acceptance with current patients will find exceptional designs and concepts in our Cosmetic Dentistry series.
Orthodontists will also find exceptional personalized orthodontic marketing products and complete campaigns to become the leader in their community. The Express Dental Marketing orthodontic specialists series highly targets this demographic – from Invisalign® clear braces to comprehensive orthodontic treatment.
Express Dental Marketing offers two general personalized direct mail strategies: public and current patient. There are two ways to use the service - one-time, event driven occasions or a consistent, throughout the year campaign.
Some dental practices want to turn things around quickly and need a significant infusion of new patients. This includes startup or established practices. They would want to at the very least utilize the New Patient Booster series.
NEW PATIENT BOOSTER
Cosmetic Dentistry – New Patient Booster Postcards
Family Dentistry - New Patient Booster Postcards Orthodontic Specialist – New Patient Booster Postcards However, if you have an established practice with a large patient base that could be more productive from a dental treatment and/or a referral perspective, the Relationship Builders and Referral Reminders are the perfect choice to greatly enhance their internal revenue-generating network. RELATIONSHIP BUILDERS – PERSONALIZED POSTCARDS
Orthodontic Specialist – Relationship Builders
Cosmetic Dentistry – Relationship Builders Family Dentistry – Relationship Builders REFERRAL REMINDERS – PERSONALIZED CARDS WITH ENVELOPES
Cosmetic Dentistry – Referral Reminders
Family Dentistry – Referral Reminders Orthodontic Specialists – Referral Reminders As a complement to your external campaign to attract new patients or as a substitute for the New Patient Booster is the New Mover Developers. This targets the latest movers and new residents in your area.
These creative personalized concepts will put your practice out in front of the competition while encouraging families to make proactive decisions about their dental care.
NEW MOVER DEVELOPERS
Cosmetic Dentistry – New Mover Developers
Family Dentistry – New Mover Developers Orthodontic Specialists – New Mover Developers While consistent, throughout the year campaigns (noted above) will have the most dramatic effect on revenue generation, Express Dental Marketing can provide your practice with superior value and response with special event and occasion marketing products.
The most unique product offered by Express Dental Marketing is the Open House Invitation, which can be used for many events such as a new building open house, new doctor, or something more specific like an Invisalign one-day event or to promote a new technique or dental technology like Lumineers or CEREC one-day crowns.
PERSONALIZED OPEN HOUSE INVITATIONS and SPECIAL EVENT POSTCARDS
Orthodontic Specialists – Special Event Postcards
Cosmetic Dentistry – Special Event Postcards Family Dentistry – Special Event Postcards Finally, Express Dental Marketing is able to personalize your holiday greeting cards and send out birthday cards to patients throughout the year. These marketing strategies allow dentists to find out about the power of personalized dental direct mail and then build up as they see its powerful results. PERSONALIZED HOLIDAY CARDS
Family Dentistry – Holiday Postcards
Cosmetic Dentistry – Holiday Postcards Orthodontic Specialists – Holiday Postcards PERSONALIZED BIRTHDAY CARDS
Family Dentistry – Birthday Postcards
Orthodontic Specialists – Birthday Postcards Cosmetic Dentistry – Birthday Postcards
Express Dental Marketing will set your dental or orthodontic practice apart. The uniqueness of personalization can overcome procrastination, dental fear, and dental health denial.
It will put dental care squarely on the map of the most worthwhile choices the consumer can make (now rather than later or never). You can wait by the sidelines for your next patient or get out there and make the best case for the choices you provide.
Sincerely, Dick Chwalek – Niche Dental President
– of NicheDental.com and co-creator of the Express Dental Marketing system.
Also Posted Here: Unique Power of Dental Marketing
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Friday, May 25, 2012
The POWER of Unique Dental Marketing
Wednesday, January 11, 2012
Postcards Work-Specifically-Powerfully-Succinctly for Dental Offices-Dentists-Dentistry
The following dental marketing blog/article is formatted & written in a style that may challenge readers who are partial to concise and self contained concepts.
Why?
The point I am making requires a discerning rethinking of communication in reference to dentistry. Unpacking the dental care prioritization riddle is NOT found in “Secret” Dental Marketing Reports!
And, why would anyone hide a solution from dentists, which would help improve dental health in their community?
Developing a system to compensate for the ‘reality of where consumers/patients and dentists’ are required deep research, analysis of actual results, long term perspective (years) and finally, a societally reflective reality check.
This was done to determine how all past/current marketing tactics and communication approaches influence dentists and consumers: positively and negatively.
Using the researched data developed, I created a system that does not, like too much of the dentistry focused marketing, ‘paint over’ what was/is and will be ‘wrong’ with the communication environment.
Unless ‘ALL the real issues’ are confronted and the system/solution is fully developed - not slapped together - the dearth of benefits from dental marketing will continue to lag (harming public, economic and office health) whether we are in tough economic times or not. (SeniorJournal.com)
Skimming the shiny objects from the marketing goodie tray is a symptom – but also a major contributor to the flat lining or worse of dentistry acceptance and value prioritization. While ‘good skimming’ will show results – it merely masks the problems underneath: value stays low or does little to move consumers forward.
Like flossing and brushing can only do so much if someone is more ‘predisposed’ to periodontal disease than the above average person, marketing done slapdash that moves one step ahead - will then move 99.5% back.
That said, to make this dentistry communication blog-article somewhat easier to consume I am going to present it in small portions--with a link to the full concept at the end of each section...
Let’s begin:
First, some...
Whoa...! Correlation may just Equal Causation!
Theorem = Patients prioritize the value of dentistry as dentists do the value of communicating the priority to patients.
Oli can answer many of your questions.
Sincerely,
Dick Chwalek
For Specific Questions About Dental Marketing Postcards,
or Call Oliver Gonsalves @Number Below.
Why?
The point I am making requires a discerning rethinking of communication in reference to dentistry. Unpacking the dental care prioritization riddle is NOT found in “Secret” Dental Marketing Reports!
And, why would anyone hide a solution from dentists, which would help improve dental health in their community?
Developing a system to compensate for the ‘reality of where consumers/patients and dentists’ are required deep research, analysis of actual results, long term perspective (years) and finally, a societally reflective reality check.
This was done to determine how all past/current marketing tactics and communication approaches influence dentists and consumers: positively and negatively.
Using the researched data developed, I created a system that does not, like too much of the dentistry focused marketing, ‘paint over’ what was/is and will be ‘wrong’ with the communication environment.
Unless ‘ALL the real issues’ are confronted and the system/solution is fully developed - not slapped together - the dearth of benefits from dental marketing will continue to lag (harming public, economic and office health) whether we are in tough economic times or not. (SeniorJournal.com)
Skimming the shiny objects from the marketing goodie tray is a symptom – but also a major contributor to the flat lining or worse of dentistry acceptance and value prioritization. While ‘good skimming’ will show results – it merely masks the problems underneath: value stays low or does little to move consumers forward.
Like flossing and brushing can only do so much if someone is more ‘predisposed’ to periodontal disease than the above average person, marketing done slapdash that moves one step ahead - will then move 99.5% back.
That said, to make this dentistry communication blog-article somewhat easier to consume I am going to present it in small portions--with a link to the full concept at the end of each section...
Let’s begin:
First, some...
Dental Word Association:
Skimp. Skimp. Skimp. Minimal. Minimal. Minimal. Cheaper. Cheaper. Cheaper.Dentistry Priority Digression Questions:
Any other way to approach it? Can I hold off on...? I can't see paying that much!Dentistry Reductionism Source Discovery:
Words & Questions Above: Who do these words and statements relate to:- = The Public and Patients Value Perspective of Dentistry
- = Most Dentists View of/Approach to Marketing
Whoa...! Correlation may just Equal Causation!
Theorem = Patients prioritize the value of dentistry as dentists do the value of communicating the priority to patients.
END OF 1ST
Installment
(On NicheDental.com)
_______________________________________________
LEARN about New Patient 'Availability'
and Connective Communication© Results:
Part One Video & Part Two Video (of two).
_______________________________________________
Connective Communication© = Dental Marketing
Freed From Generic, Founded on Value, Focused On Success!
To Schedule A Consult
Contact - Niche Dental Liaison
Oli Gonsalves1+888.380.0020
Email ogonsalves@nichedental.comOli can answer many of your questions.
Then set up a meeting with me - depending on your needs/requests
Dick Chwalek
- NicheDental.com
- Dentist Marketing Coach
- Dentistry Communication Consultant
Thursday, August 26, 2010
Powerfully Punctuated Dental Practice Building
33+ New Dental Patients Per Month A Since January 2010! One Dentist. One Concept. One Blowout Year!
Get FREE Phone Tracking* With your Direct Mail Postcard Campaign. Start building your position with a scalable, flexible, exceptional dental marketing program.
What's the real truth about advertising - nothing happens without starting something. Communicate, communicate, communicate. That is all dentists need to do.
All patients want is what solves their situation/improves their condition.
Just show them the way. By saying something today, 2morrow and from here on out.
Start with a postcard campaign, add some online advertising, boost your website's value and do something 24/7 obvious. Once consumers 4get, they tend to 4get and then split.
See more dental patients, by saying more through good advertising.
Whether you...
- Provide cosmetic, implant & endodontic dentistry in Northwest Michigan
- Perform tooth saving root canals & dental implant placement in the Philly, PA area
- Create healthy, white smile makeovers with porcelain veneers and y in Nashville, TN
- Offer Invisalign clear 'braces' and preventive family dentistry in Boca South Florida
Or anywhere else in the country, Oli @ ExpressDentalMarketing.com can build what you need.
Like...
MAKE things happen. CALL Oli Today & GO GREEN in A Big Way$$$!
800.517.5563
- Or Simply Fill out the Express Dental Marketing order form
*Tell Him Dick From NicheDental.com Referred you & Get the free phone tracking number.
Thursday, April 15, 2010
Found The Right Dental Marketing Yet?
Dental direct mail still provides an essential benefit all other marketing just can't achieve: in your hands, in front of your face and into your mind impact.Imagine any other dental marketing that guarantees your message will be seen and consumed by at least one head of the household every time it is delivered. Snail mail might be slow and old fashioned, but it DELIVERS!
Will it get you 60, 30, 20 or 15 new patients per month? It is really hard to tell.
But how many dental patients does it need to produce? Only two or three per thousand postcards mailed to make it pay for itself.
These are regular patients who stay with the practice for two plus years - patients who will spend about $2000 over that time period. Spend less than a thousand dollars and make five or 6 thousand dollars - basically 6 to 8 times your investment.
And if you target the consumers who best fit your brand (style of practice and service strategy) and develop the creative and possibly an offer to effectively engage them, dentists like you will boost your REVENUE quotient another level. Maybe 15 to 20 times your investment!
Okay, this still might not make you a believer. Plus you might be running pretty tight in your office when it comes to having the funds to get started.
The solution: ExpressDentalMarketing.com. Oli's company offers flexible, scalable and affordable startup plans to make it easy for you to get your dental office postcard advertising campaign underway.
Let him know I told you about Express Dental Marketing and he will waive his setup fee and I will also throw in a free tracking phone number to help improve your overall marketing strategy.
Or you can apply the setup fee towards development of a custom postcard design instead of waiving the fee. Just let Oli know you found out from me and he will contact me to get things moving.
Otherwise, choose from many designs available and add your logo, photo and back of card content/offer.
NOTE: Setup fee might not cover all the design costs.
CALL Oli at Express Dental Marketing
800-517-5563
General Postcard Design/Content Categories
- Cosmetic/Esthetic/Restorative/Smile Makeovers Dentistry Postcards Marketing
- Family, General, Teens and Pediatric Dentists/Dentistry Postcards Marketing
- Orthodontics, Orthodontists, Invisalign and Braces Postcards Marketing
Sincerely, Dick Chwalek of Niche Dental
For other Dental Marketing Ideas - visit NicheDentalCollaborate.com
Tuesday, January 26, 2010
Dental Newsletters For Enhanced Public, Patient Marketing
Introducing Patient + Proactive
Dental Practice Newsletters from NDC
Get current and new patients to visit your website. If you are not assertively getting in front of consumers and patients - you will be wrestling over the same, limited number online.
Patient + Proactive Newsletters are Flexible, Customizable, Scalable and Affordable. It is an advanced way to market your dental office: and CREATE NEW PATIENTS and IMPROVE CASE ACCEPTANCE.
Communicate effectively and proactively with a direct mail campaign that makes total sense and you many more dollars. Improve Dentistry Case Acceptance, Enhance Retention, Increase Dental Care Referrals and Boost New Patient Numbers!
Effectively augment your Dental Practice Management with the NDC Patient + Proactive Newsletters Campaign.
Communicate effectively and proactively with a direct mail campaign that makes total sense and you many more dollars. Improve Dentistry Case Acceptance, Enhance Retention, Increase Dental Care Referrals and Boost New Patient Numbers!
Effectively augment your Dental Practice Management with the NDC Patient + Proactive Newsletters Campaign.
To start making your phones ring,
CALL 800-763-0913.
For more info, click and complete email form.
CREATE
- Smiling Patients
- More Patients
- Healthier Patients
- Loyalty Enhanced Patients
Flexible Dental Marketing
There are TWO campaign types each with FOUR mailings. Choose a quarterly campaign or every four months. Each newsletter mailing will have different stories, which you provide, we provide, or we write for you.
Customizable Dentistry Designs
To keep costs down, we start with a basic but professional format. Colors and a front photo can be chosen and we add your dental logo and information as part of the basic campaign.
The basic format is 8.5x11 size - bi-fold and full color printing. Upgrade as you see fit. View Sample - from dentist client.
You write the content or we can. Basic content can also be provided if preferred.
Scalable Dental Office Advertising
Start at any level - grow as you need to. Add new patient household addresses to your list every newsletter mailing.
Even send to new movers and other high value prospective dental consumers. These mailings are at same per piece cost as your base count. Just add them to your overall list count.
Affordable Dentist Promotional Materials
The NDC dentist office newsletter program is set up to make it possible for more dentists to do the proactive marketing they need to do to improve case acceptance, increase referrals and bring in new patients.
Providing your own content helps reduce the fee, but writing is provided at a reasonable cost: less if paid up front or within the monthly fee if preferred.
There are TWO campaign types each with FOUR mailings. Choose a quarterly campaign or every four months. Each newsletter mailing will have different stories, which you provide, we provide, or we write for you.
Customizable Dentistry Designs
To keep costs down, we start with a basic but professional format. Colors and a front photo can be chosen and we add your dental logo and information as part of the basic campaign.
The basic format is 8.5x11 size - bi-fold and full color printing. Upgrade as you see fit. View Sample - from dentist client.
You write the content or we can. Basic content can also be provided if preferred.
Scalable Dental Office Advertising
Start at any level - grow as you need to. Add new patient household addresses to your list every newsletter mailing.
Even send to new movers and other high value prospective dental consumers. These mailings are at same per piece cost as your base count. Just add them to your overall list count.
Affordable Dentist Promotional Materials
The NDC dentist office newsletter program is set up to make it possible for more dentists to do the proactive marketing they need to do to improve case acceptance, increase referrals and bring in new patients.
Providing your own content helps reduce the fee, but writing is provided at a reasonable cost: less if paid up front or within the monthly fee if preferred.
Direct Mail Campaigns Starting Under $250 Per Month.
- For A Limited Time - Get A Minimum of 500 Newsletters Sent Postage FREE*
- *Restrictions apply: for details Contact Dick at NicheDentalCollaborate.com.
Advanced Dental Collaboration
Independent Consultants, Cooperative Success For Dentists
www.NicheDentalCollaborate.com
Express DM - Family/Cosmetic Dentist, Orthodontist direct mailing services
800Response for Dentist Office Advertising Vanity Phone Numbers
The Peripheral Vision - Dental Marketing Design, Website Specialists
EMC Out-of-Home/Outdoor (Billboard) New Dentistry Patient Advertising
ReachLocal Search PPC Online Advertising Strategies
RATE: Radio And Television Advertising Experts
INTERNAL
Business Audio Source for Dental Practice messaging/on hold services
Practice Management Success from CW Dental Consulting
EDUCATION
Online/Correspondence Dental, Dentist CE, Education from 360Training
Friday, October 9, 2009
Dental Marketing In Tough Times
Ever tried to haul water up hill in your arms? Dental marketing in this economy can seem a lot like water slipping through your fingers, slopping over your arms and then running down your legs. However, it does not need to fill up your shoes and cause that squeaky sound as you walk down the hallway.
Orthodontists also should be out there making noise and not holding back. Parents still want the best for their children. Many adults are also looking for something to smile about as well. Whether it is Invisalign or traditional braces, orthodontia postcard mailers will get noticed if they are sent to the right consumer.
Communication is the only thing that will change where you are at. People are still buying stuff. They still have money. Many are just waiting for the right time. Dentists just need to be always in conversation with the consumer. Otherwise, opportunities will be missed and dental health will suffer.
By not communicating (marketing) in a consistent and proactive manner, dentists will not only miss out on revenues from current and new patients, they will also encourage a decline in oral health. Delay and denial will always keep us from perfection.
Dentists cannot sit on their hands or panic during this dramatic shift in our economy. When consumers are stunned by the bright headlights of a down economy, dentists must market and advertise to avoid causing a unhealthy slide in the value consumers place on dental care.
Using direct mail postcards to market your dental office is still one of the most effective ways to get the attention of consumers. Postcards and other mailers have a very high chance of being seen by at least one head of the household.
Orthodontists also should be out there making noise and not holding back. Parents still want the best for their children. Many adults are also looking for something to smile about as well. Whether it is Invisalign or traditional braces, orthodontia postcard mailers will get noticed if they are sent to the right consumer.
Yes, the consumer might "just throw it away" but what other type of marketing can you say they will every time you send it to them. Newspaper, the yellow pages, Google ads, emails, tv/television ads, radio commercials, they all have their place - but none get in the hands and in the faces of at least one head of household each time they are used.
The tactile, visual and experiential of dental postcards (if appropriately targeted, designed and delivered) is without any direct competition.
Two or three new patients each month can change the dynamic. Why are you waiting? Get started with your dental direct mail campaign now.
CALL
800.517.5563
800.517.5563
> Ask For Oli
Express Dental Marketing
Fallbrook, California 92028
Fallbrook, California 92028
Don't wait till your shoes start squeaking. It is much more difficult to make strides in your marketing once that starts to occur.
Looking for Dental CE courses/credits? Look no further - click here.
Tuesday, July 28, 2009
Dentists Should Know: Proactive Patient Marketing Versus SEO
First, the two main dental marketing strategies used by dentists today...
- Waiting for patients to show up
- Going out and getting them
Getting out front and making yourself known seems to have the upper hand in many ways on waiting for phone calls.
While both search engine optimization and direct marketing have value and new patient potential, there are so many more consumers that don’t yet value your expertise or dental services. As you navigate the Internet using search engines, consumers gain very little in the brand, credibility and value-building realm. Whether it is fear of pain or negative perceptions of dentistry, SEO is not likely to change minds or encourage these patients to jump into the mix any earlier.
Most dentists want enlightened consumers to walk in the door, not those who have no understanding of the value they offer. Tinkering with a search engine strategy might get you more "hits or visits", but it does little to "create" consumers who will accept higher level restorative and esthetic smile makeover recommendations.
Determining the best way to spend your money, time, and/or overall marketing efforts is vital to your current and future success. In this article I make the case for what should be your first goal: proactive, brand, credibility and value enlightening marketing.
Search engine marketing is the modern Yellow Pages - while more hyperactive and interactive than their print cousin - they are still sitting on a computer or PDA (the Yellow Pages book sits under the phone) waiting for a participant to click some keys. This is a fairly passive way to market.
Too many dentists are still waiting for people to think about dentistry and "come to their senses" about their overall dental needs/wants. Then consumers still need to type in the right "keywords" that bring your dental website up in a search. Additionally, no matter what your ranking on Google, Yahoo, and other search engines your listing is always presented right next to your competition.
Proactive marketing is like grabbing a person by the "communication lapel", and engaging him or her about the value of your dentistry right now! Plus you don’t have to bring your competition along for the ride.
To get the attention of patients and consumers, and hold it, dentists need to focus on a minimum of THREE types of proactive marketing: high-impact with incentives, consistent and value building.
High-Impact Incentive-Infused Marketing
Shaking up the consumer's perspective about dentistry is essential to achieving value enlightenment. Receiving a full-color postcard presenting the comfort, quality and style of your image breaks through the fog of traditional dental beliefs still ingrained in most consumers.
Most dental marketing is presented in a mind-set that keeps the consumer from upgrading their needs/wants quotient. If dentists want consumers to show up with specific requests that are in line with their highest-level services (with checkbook at the ready), then changing the consumer perspective is required.
Direct mail, dental marketing postcards are a very effective platform for initiating and reaffirming the excitement and confidence your advanced dentistry offers patients.
The hectic lives of the dental consumer requires a reduced level of complexity to get through the clutter they are overwhelmed with everyday. A FREE teeth-whitening promotion will add a “call to action” impact to visual impact of the printed postcard itself. Smile whitening is simple to understand and is very low on the anxiety-inducing meter. Plus the word “Free” is a lot easier to understand than quality or even value.
When you get them in your practice, complexity can be increased and other quality elements discussed. But if they never get to your dental office, your value and quality matter little. Enhancing your dental website rankings with SEO is helpful to building your community presence, but its potential for “activating” uninspired consumers is much less likely.
Waiting for consumers to get around to it is a very unhealthy stance to take. Without communicating regularly with the public, dentists are basically saying we should stay home and let our dental health decline. So get out there and tell your neighbors what they are missing and how advanced dentistry can change their lives and improve their smiles.
Review Express Dental Marketing Postcards, which add Personalized Power to the impact of your direct mail campaign.
• Cosmetic/Esthetic Dentistry Personalized Postcards
• Family/Cosmetic Dentistry Personalized Postcards
• Orthodontic/Braces Personalized Postcards
Consistent Dental Mailing Campaign
High-impact postcards are powerful ways to interact with the consumer: they are hard to avoid and can be better targeted than more other formats such as print publications, or television and radio.
Yet, postcards are not magical: they are best used in way that complements the consumer reality. This means continually nudging them to move away from avoidance, delay and denial. Without a consistent postcard campaign, consumers will stick with the habits that have kept them away from the dentist up till this point.
Also remember that the right, targeted demographic mailing list is very important as well. A consistent postcard campaign sent to those who are most likely to access the services has a very good likelihood of success.
What dentists should realize is that high-value services are the best ones to focus on in any economy. People who need significant dentistry treatment and/or want a cosmetic smile makeover are looking for the “right dentist” and will pay whatever it takes once they find him or her.
Rather than wait on the consumer to come around to your way of thinking by happenstance, get in there and make more people healthier today.
Express Dental Marketing has various campaign packages to get you started.
While both search engine optimization and direct marketing have value and new patient potential, there are so many more consumers that don’t yet value your expertise or dental services. As you navigate the Internet using search engines, consumers gain very little in the brand, credibility and value-building realm. Whether it is fear of pain or negative perceptions of dentistry, SEO is not likely to change minds or encourage these patients to jump into the mix any earlier.
Most dentists want enlightened consumers to walk in the door, not those who have no understanding of the value they offer. Tinkering with a search engine strategy might get you more "hits or visits", but it does little to "create" consumers who will accept higher level restorative and esthetic smile makeover recommendations.
Determining the best way to spend your money, time, and/or overall marketing efforts is vital to your current and future success. In this article I make the case for what should be your first goal: proactive, brand, credibility and value enlightening marketing.
Search engine marketing is the modern Yellow Pages - while more hyperactive and interactive than their print cousin - they are still sitting on a computer or PDA (the Yellow Pages book sits under the phone) waiting for a participant to click some keys. This is a fairly passive way to market.
Too many dentists are still waiting for people to think about dentistry and "come to their senses" about their overall dental needs/wants. Then consumers still need to type in the right "keywords" that bring your dental website up in a search. Additionally, no matter what your ranking on Google, Yahoo, and other search engines your listing is always presented right next to your competition.
Proactive marketing is like grabbing a person by the "communication lapel", and engaging him or her about the value of your dentistry right now! Plus you don’t have to bring your competition along for the ride.
To get the attention of patients and consumers, and hold it, dentists need to focus on a minimum of THREE types of proactive marketing: high-impact with incentives, consistent and value building.
High-Impact Incentive-Infused Marketing
Shaking up the consumer's perspective about dentistry is essential to achieving value enlightenment. Receiving a full-color postcard presenting the comfort, quality and style of your image breaks through the fog of traditional dental beliefs still ingrained in most consumers.
Most dental marketing is presented in a mind-set that keeps the consumer from upgrading their needs/wants quotient. If dentists want consumers to show up with specific requests that are in line with their highest-level services (with checkbook at the ready), then changing the consumer perspective is required.
Direct mail, dental marketing postcards are a very effective platform for initiating and reaffirming the excitement and confidence your advanced dentistry offers patients.
The hectic lives of the dental consumer requires a reduced level of complexity to get through the clutter they are overwhelmed with everyday. A FREE teeth-whitening promotion will add a “call to action” impact to visual impact of the printed postcard itself. Smile whitening is simple to understand and is very low on the anxiety-inducing meter. Plus the word “Free” is a lot easier to understand than quality or even value.
When you get them in your practice, complexity can be increased and other quality elements discussed. But if they never get to your dental office, your value and quality matter little. Enhancing your dental website rankings with SEO is helpful to building your community presence, but its potential for “activating” uninspired consumers is much less likely.
Waiting for consumers to get around to it is a very unhealthy stance to take. Without communicating regularly with the public, dentists are basically saying we should stay home and let our dental health decline. So get out there and tell your neighbors what they are missing and how advanced dentistry can change their lives and improve their smiles.
Review Express Dental Marketing Postcards, which add Personalized Power to the impact of your direct mail campaign.
• Cosmetic/Esthetic Dentistry Personalized Postcards
• Family/Cosmetic Dentistry Personalized Postcards
• Orthodontic/Braces Personalized Postcards
Consistent Dental Mailing Campaign
High-impact postcards are powerful ways to interact with the consumer: they are hard to avoid and can be better targeted than more other formats such as print publications, or television and radio.
Yet, postcards are not magical: they are best used in way that complements the consumer reality. This means continually nudging them to move away from avoidance, delay and denial. Without a consistent postcard campaign, consumers will stick with the habits that have kept them away from the dentist up till this point.
Also remember that the right, targeted demographic mailing list is very important as well. A consistent postcard campaign sent to those who are most likely to access the services has a very good likelihood of success.
What dentists should realize is that high-value services are the best ones to focus on in any economy. People who need significant dentistry treatment and/or want a cosmetic smile makeover are looking for the “right dentist” and will pay whatever it takes once they find him or her.
Rather than wait on the consumer to come around to your way of thinking by happenstance, get in there and make more people healthier today.
Express Dental Marketing has various campaign packages to get you started.
Three, Six and Twelve-Month Dental Postcard Campaigns
Value Building Dentistry Mailings
Changing the perceptions the consumer has about dentistry is difficult. That said the likelihood of it happening without communicating at a different level is almost zero. Dental website SEO puts your marketing in the cue of “current” searchers. You want to develop to an even larger cohort - not fight over the same group every other dentist is.
Value building requires time and context. Postcard marketing presents an idea that will turn more people into patients who will accept your treatment recommendations as well as create more searchers who will see that you are the “right dentist” for them. Over time and through various levels of contextual development people can be encouraged to move ahead with things they might not have ever considered without “putting the value in their hands”.
Through a consistent campaign of postcard-presented value your patients and consumers in your community will move towards better dental health goals. Giving patients information in the dental office is always limited by time, but more importantly the ability to absorb this information is suspect when they are probably experiencing anxiety in some form.
Therefore, external marketing is also very helpful because it creates an acceptable environment to more firmly and calmly grasp the value of modern dental treatments. Dental website SEO is part of the mix but does not extend to proactive value building.
Find out how Express Dental Marketing can build the value of all your dental services from preventive care, cosmetic dentistry, orthodontics, and Invisalign to dental implants and smile makeover veneers.
Changing the perceptions the consumer has about dentistry is difficult. That said the likelihood of it happening without communicating at a different level is almost zero. Dental website SEO puts your marketing in the cue of “current” searchers. You want to develop to an even larger cohort - not fight over the same group every other dentist is.
Value building requires time and context. Postcard marketing presents an idea that will turn more people into patients who will accept your treatment recommendations as well as create more searchers who will see that you are the “right dentist” for them. Over time and through various levels of contextual development people can be encouraged to move ahead with things they might not have ever considered without “putting the value in their hands”.
Through a consistent campaign of postcard-presented value your patients and consumers in your community will move towards better dental health goals. Giving patients information in the dental office is always limited by time, but more importantly the ability to absorb this information is suspect when they are probably experiencing anxiety in some form.
Therefore, external marketing is also very helpful because it creates an acceptable environment to more firmly and calmly grasp the value of modern dental treatments. Dental website SEO is part of the mix but does not extend to proactive value building.
Find out how Express Dental Marketing can build the value of all your dental services from preventive care, cosmetic dentistry, orthodontics, and Invisalign to dental implants and smile makeover veneers.
Conclusion:
Start with Proactive Marketing, Then Tackle Website SEO
SEO will put you in line for the same patients your dentist competitor waiting for, which means diminishing returns as more dentists get in the fray. Direct Mail will get you the patients who need more dentistry and are much more ready to accept your treatment recommendations.
There are many consumers and patients who have given up. They are not candidates for website SEO. If they start hearing about the new comfort elements of modern dentistry or realize how healthy it can be, you boost the potential for much larger gains than your competition.
Most consumers understand smile whitening, but a lot fewer really know what cosmetic dentistry is. No matter how popular or trendy marketers try to say “Hollywood” Smiles or extreme cosmetic makeover are, people just won’t search for those concepts in large enough numbers to keep the new patient dial rising. These same consumers would call you TODAY if they better understood the health, confidence, tooth conserving, restorative, and long-term value modern dentistry provides.
A huge portion of the population will continue to avoid your higher-value dental services if you don’t build credibility in various ways. Sitting down at the keyboard or thumb typing “dentist” in a search on their iPhone or BlackBerry is an exciting way to get information, but it does not happen without some kind of initiating activity.
Having a top ten ranking through search engine optimization will get you those patients who are NOW aware of advanced dentistry value or are desperate for dental care now - but they are only the tip of the iceberg. Proactive marketing has the potential to turn the iceberg upside down.
Search engines shine for many businesses especially those selling well-understood products and services. They just fall short in their ability to enlighten the "missing" and most prolific group of higher-value consumers who have either put their dentistry on hold or have seen no satisfactory reason so far to engage the dental industry.
Dental postcard marketing builds significant potential into your new patient development and current patient production enhancement plans.
Talk to Oliver at Express Dental Marketing about getting your personalized postcard campaign underway.
CALL 800.517.5563
................................................
Marketing Commentary by Dick Chwalek
Niche Dental Marketing Coach and Communication Consultant
NicheDental.com
SEO will put you in line for the same patients your dentist competitor waiting for, which means diminishing returns as more dentists get in the fray. Direct Mail will get you the patients who need more dentistry and are much more ready to accept your treatment recommendations.
There are many consumers and patients who have given up. They are not candidates for website SEO. If they start hearing about the new comfort elements of modern dentistry or realize how healthy it can be, you boost the potential for much larger gains than your competition.
Most consumers understand smile whitening, but a lot fewer really know what cosmetic dentistry is. No matter how popular or trendy marketers try to say “Hollywood” Smiles or extreme cosmetic makeover are, people just won’t search for those concepts in large enough numbers to keep the new patient dial rising. These same consumers would call you TODAY if they better understood the health, confidence, tooth conserving, restorative, and long-term value modern dentistry provides.
A huge portion of the population will continue to avoid your higher-value dental services if you don’t build credibility in various ways. Sitting down at the keyboard or thumb typing “dentist” in a search on their iPhone or BlackBerry is an exciting way to get information, but it does not happen without some kind of initiating activity.
Having a top ten ranking through search engine optimization will get you those patients who are NOW aware of advanced dentistry value or are desperate for dental care now - but they are only the tip of the iceberg. Proactive marketing has the potential to turn the iceberg upside down.
Search engines shine for many businesses especially those selling well-understood products and services. They just fall short in their ability to enlighten the "missing" and most prolific group of higher-value consumers who have either put their dentistry on hold or have seen no satisfactory reason so far to engage the dental industry.
Dental postcard marketing builds significant potential into your new patient development and current patient production enhancement plans.
Talk to Oliver at Express Dental Marketing about getting your personalized postcard campaign underway.
CALL 800.517.5563
................................................
Marketing Commentary by Dick Chwalek
Niche Dental Marketing Coach and Communication Consultant
NicheDental.com
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