Dental Marketing Defined
by Liz Anne Whiteside
What Marketing Is Not
Although dental marketing has become far more polished in recent years, marketing remains in the background of priorities in most dental practices. Perhaps it has gotten an undeserved, poor reputation.
As you conclude this year and plan for another, take a parallax view of marketing. Before you plan, overcome some erroneous notions often associated with dental practice marketing.
Marketing Is Not ... Selling
Selling relies on impulse and convincing of the need/want for a particular item regardless of individual buyer make-up. Marketing, on the other hand, is designed to inform those who are already prospects of specific benefits which they already need or desire.
Marketing Is Not ... Reactive
Marketing is planned. It is designed to appeal to a selected age, sex, and income group within a given vicinity. It is meant to coincide with anticipated peaks and lulls in productivity and support other activities planned or implemented.
Marketing Is Not ... Costly
Certainly, the best patients are referred by your best patients. With the appropriate support, your practice can easily maximize patient activity and motivate more referrals. Next, the cost-free exposure of public relations (press releases, article submissions, local talk show appearances, etc.) can produce enormous results. Advertising, the most costly form of marketing, should be used as a vehicle that supports other activities.
Marketing Is Not ... Degrading
Marketing, implemented correctly, should enhance your image and increase name awareness on a positive scale. Unfortunately, the dental profession has witnessed some rather unflattering examples in the past. The dental profession requires an approach entirely different than that utilized in retail marketing. Without knowing who to rely upon in past years, many dentists ended up in the wrong hands. Don't let past failures deter you; be determined to find those who understand the intricate nature of marketing dentistry.
Marketing Is Not ... Uniform
One size does not fit all. An aesthetically-oriented dental practice in the Southeast cannot expect the same outcome reaped by one in the Midwest. Neither can an oral surgeon in San Diego anticipate similar results from a marketing activity as another San Diego oral surgeon. Be cautious of anticipating results experienced by another practice. There are many factors to consider before you leap.
Alright, then what IS marketing?
Marketing is a customized process designed to direct your particular practice toward your growth goals. With other elements, such as equipment, staff, location, etc., your marketing program should intertwine with your short- and long-term goals.
Incorporate directed-growth marketing into your 2001 plan backed by commitment and strategy. Keep your staff involved and make it an important part of staff meetings. By dedicating sufficient attention to your marketing program, the rewards will increase year after year.
Liz Anne Whiteside, President of Practice Marketing Specialists, Inc. of Fort Myers, Florida, has been exclusively involved in dental practice marketing for the past twelve years. Her extensive background in marketing, advertising, and creative concepting provide a unique service for dental practices who desire directed, long-term practice growth.
She can be reached by phone at (941) 931-5657 or by e-mail at mktdrs@aol.com.
For marketing suggestions and updates on marketing trends, Practice Marketing Specialists, Inc. publishes the "Clientell" newsletter. To be placed on their mailing list, e-mail your name, address, and telephone number to mktdrs@aol.com or visit their Web Site at http://www.practicemarketing.com.
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