Dentists across the country ask CMG, “What’s working?”

As boring as it may sound, the same things that have been working before are working now. Presenting solid benefit statements and building a solid reputation are the keys to successful marketing. That doesn’t change during challenging economic times. In fact, it may become even more evident how critical those elements become. That said, let’s look at some techniques that seem to be more successful in getting your solid, benefit laden and reputable message out there.

“Live” Radio Ads
A few of our clients have done a little research about local radio stations and their morning show DJs. They then contacted the chosen station’s ad manager and offered free dental esthetic work to one of the favorite morning personalities. Then they contracted for live and taped testimonial ads by that DJ.

These candid sounding ads are very powerful in swaying prospective patients, especially when the DJ can say, “Have your smile done by Dr. John Doe. I did and it was the smartest thing I’ve ever done. I wish that I had done it sooner.” Many of our clients have gotten very good results using this marketing setup.

City Magazine Ads
This technique is certainly no “get quick results” scheme. It can be painful to begin this type of campaign because it may be 2-3 magazine issues before you start seeing any significant results. Those, however, who started their campaigns over the last year or earlier, are still seeing good new patient response during these tighter economic times.

Why? Patients who want elective dentistry are looking for a credible resource to perform that dentistry. Repeated exposure in a media builds a brand’s credibility. The pure act of seeing your ad every month creates familiarity and, therefore, acceptance. What happens when you place your ad once? Nothing! Unless, of course, you have some incredible offer that they can’t resist.

When should you start placing ads in your city magazine? If you have not recently been running a placement schedule, I would wait until the October issue. This issue usually will come out the third week of September in most cities. However, remember that the date for reserving your ad space in the October issue may be as early as the middle of August.

Sedation Dentistry
Our clients who have begun to offer sedation dentistry, and who effectively market that fact to the public, are experiencing good years. One practice, in fact, had a record year in 2002-2003. The key is to no longer belittle this market segment with the traditional, “We cater to cowards” line.

Use not only the benefit of being unaware of the dental procedures, but also the opportunity to have a new smile created like magic during an enchanted dream. Don’t underestimate the wants of the dental phobic. They are not just in need of health related care. They want it all and they want to sleep right through it. And, they’ll pay for it!

Web Site Window Shopping
If you are getting the message out to your prime patient prospects about your practice’s unique combination of positive attributes, that’s good. However, if you are then aggressively inviting them to your web site, that’s GREAT! Web sites have become the window-shopping experience of today. The prospective patient gets to review you, your staff, some examples of your dentistry, and can even tour the office without any commitment or confrontation. If you pass the test, you’re accepted into the inner pool of credible resources from which an ultimate winner will be chosen.

However, be careful of wearing mismatched socks and an old tie on that first blind date, lest you be sent home early…

As reported by Robin Greenspan on 6/18/03; David Glaze, Vice President at Genex, says, "Our survey shows, there are substantial financial consequences when a company does not pay enough attention to the usability and information design of its web site. Usability and design play critical roles in site credibility, as Consumer Web Watch found through in-depth studies. Nearly half (46.1 percent) of survey participants ranked "design look" as the most important component when evaluating site credibility, followed by "design/structure." Most notably, respondents said that a trustworthy site should have a polished, professional look, without being too slick.

Chutzpah
Patients are still looking for elective dentistry and they are still willing to pay for it. However, they are being very selective about whom they will use.

• If you have been diligent over the years about memberships and associated Fellowships and Accreditations, continuing education in recognized clinical courses, and the attainment of offices in dental organizations,
• If you have been tapped by dental manufacturers as an “expert” in the development of their products,
• And, especially if you have developed courses and taught them to other dentists,

- tell the public about it! That makes your product (YOU) more valuable. You are seen as more likely to produce a quality, aesthetic and lasting outcome for the elective dentistry patient’s discretionary dollars.

What if you haven’t been the role model for self-improvement and achievement? Go take a course now, then tell everyone about it. Send post cards to your patients and let them know WHY this course is so important to their dentistry. Send a press release to the local newspaper. Send a flyer to a good prospect list in your area and tell them how you are staying on the cutting edge. Believe me, their own dentist isn’t telling them anything. Rather than just hyperbole, you are giving them factual proof that you should be their dentist.

Patient Referrals
I can hear you saying now, “He’s going to beat that drum again?” Yes I am because that drum is like the flute of Hamlet’s Pied Piper. It continues to be your best tool for rounding up new patients.

However - you knew there would be a “however”, didn’t you? However, you must know how to play that flute well. In the old days, it was sufficient to have your patients tell others at work that, “My dentist is nice. You should go to him/her.” Today’s desirable prospective patients have “learned just enough to be dangerous,” as my dear mother used to say. They’ve seen things on television, and read things in magazines, and they know that the dentist should have more going on than just trying to be “nice”.

Now, more than ever, you need to arm your patients with good ammunition when they enter the fray of the, “Who’s got a great dentist?” discussion in social situations. It’s your responsibility to give them five or six hot points about you that they can throw into the mix. But most dentists give their patients nothing but a free toothbrush twice a year and expect them to be a strong referral source.

Finally...
The conclusion to all of these ideas is that if you have not been doing a good job of marketing in the past, you are doing too little, too late if you expect quick results from a new campaign launch this month. The good news, however, is that these economic conditions will not last forever - never have, never will. If you start solidly presenting your message now, and continue faithfully, you will be prepared to reap the rewards of your efforts in six months whether the economy is great, good or just mildly indifferent.

Super Sites to Visit
Dental Economics, May 2003

Curtis Marketing Group actually had FIVE web sites featured in the May 2003 Dental Economics magazine in an article entitled "Super Sites to Visit" by Dr. Jeffrey B. Dalin. We inadvertantly missed recognizing Dr. Bedich's web site in last month's DMR.

Dr. Joseph Bedich
Click to visit the site

New Web Sites

We continue to develop unique web sites with a wide range of styles and structures for our clients.

Dr. James Kakos
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New Logos

These are original works of art that are created especially for each of our clients. Our goal is to "capture the doctor's soul" in each and every logo we design.

Dr. Donna Allen
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Dr. Leonard Fishman
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Dr. Mark Matsumoto
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New Smiles

We have recently added 23 new sets of before and after case photos to our portfolio of images. Click here to view the fantastic smile transformations that YOU can use in your marketing materials. Couple these with our over 500 LifeSmiles photos and we have the visual media that will make your materials *pop!*

Your Marketing

For marketing materials, sample packets, and information on marketing packages and no interest financing, contact Curtis Marketing Group.

Call (800) 950-7133 or request information today.

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Contact

Curtis Marketing Group is a full-service marketing agency specializing in the dental industry.

To find out more about our agency and how we can help your practice grow, visit www.curtisgroup.com or call us toll-free at (800) 950-7133.

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