 |
||||
|
|
Issue #2 - 9.12.06
Five Dental Marketing Fallacies
I have found over the past several years, that dental professionals share many of the same negative feelings and misconceptions when it comes to marketing a dental practice. Although there are some others that could be added to the list, I’ve included the seven that are most prevalent and widespread. Unfortunately these marketing fallacies are just that – fallacies. As you read this short article, I think you’ll agree with me that these issues are huge obstacles for many dentists. If you’ve ever found any of these issues fogging-up your marketing glasses, hopefully I can provide some focus.
#1 Marketing makes me look desperate.
The largest companies in the world, spend billions on complex marketing campaigns, because they know that being the biggest and the best today may change tomorrow. The leaders of these mega corporations are far from desperate. They’re not begging for business and they don’t apologize for pitching their products and services. Dentists who intelligently market their practices are not desperate. They are shrewd business people who understand the necessity of creating continual awareness for their services.
#2 I didn’t go to dental school to be a sales person.
I either hear this phrase word for word, or I see it in the eyes of too many dentists. In one form or another, I have been a salesman all of my life. I don’t wear a plaid sport coat and I don’t use tacky sales pitches. I am proud to be a good salesman and have found success in my life because of it. Some of the most influential people in the world are some of the world’s best sales people. Bill Gates didn’t build Microsoft because he’s a talented nerd. He built Microsoft because he is a brilliant salesman and marketing genius. Sam Walton, the founder of Wal-Mart, Walt Disney, Henry Ford, Thomas Edison and the other great founders of business empires were all great salespeople. They weren’t famous for being pushy. They were famous for being able to sell.
All of the successful dentists I have met over the years are all very accomplished salespeople. They didn’t build thriving practices behind a mask with their hands in a patient’s mouth. They built their practices because they learned how to communicate with their patients. They learned how to build relationships and they learned how to get their patients to say “yes”—all talents of a good salesperson.
#3 I can’t afford a professional.
A good dental marketing professional is worth every penny. When a marketing plan is properly executed it won’t cost you anything. It will only make money. I tell dentists every day that marketing doesn’t have to be seen as a long-term investment. It works quickly and in many cases the return is so rapid, that the initial expense of the campaign is back in the bank within the first few days. Hiring an experienced professional can get you these kinds of results. When you need legal help, hire an attorney. When you need accounting help, hire an accountant. When you need marketing help, hire a pro.
#4 When I need patients, I’ll start marketing.
Marketing should be seen as preventative medicine not just a cure for your problem. Wise dentists, like all wise business owners, are always marketing. They don’t wait until the well is dry to solve the problem. Even if you think you’ve got plenty of patients, you should use marketing to improve the quality of your patient base. I don’t know a dentist who couldn’t use some help displacing some of his/her current patients who may not pay on time or can’t afford treatment with more viable patients.
#5 I have plenty of patients.
I need to be very careful how I explain my philosophy with regard to this section, so here goes. Unless a patient is in your office he or she is not yours. Any patient is fair game anytime they are not on their back with their mouth open in your chair.
I have always found it suspicious when a dentist gives me his/her official “patient count.” I am especially suspect of these head counts, because I am in the business of helping dentists grow their practices. I accomplish this by luring so-called “patients” away from other dentists to grow my client's practices. In almost every practice, there is a core of active patients that make up the bulk of the business. Take care of these patients like gold, because they are. Be willing to admit that a patient who hasn’t been in your office in two years, may very well be visiting another dentist and somewhere along the way you lost that patient’s loyalty. It doesn’t mean you are a bad dentist, it only goes to show you that some dentist out there out-marketed you. It may have been through something as subtle as location or as aggressive as a free offer from a new kid on the block. Either way you lost, and to ensure that it doesn’t affect your profitability next time, make sure you implement your own marketing plan.
Joel Harris, is CEO and Co-Founder of Inrtelligent Dental Marketing one of the Nation’s leading Dental Marketing companies focused exclusively on dental practices. Intelligent Dental Marketing provides powerful marketing tools to help dentists grow their patient base, increase their profit and improve their image. He can also be reached directly at 877.942.8855
Interested in speaking to Joel about your marketing concerns? Email him at Joel@thedentistsnetwork.net
Interested in having Joel speak to your dental society or study club? Click Here