Marketing Solutions for Dentists and Teams

Archive for April 2009

The Future Of Dental Marketing – Are You Aware

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“As one dental client of mine said, “It’s not about hanging your shingle out front and waiting for new patients to come in the door anymore”. How true… Likewise, the future shows limited opportunity for sustained success with yellow page ads, newspaper ads and TV commercials. In addition, how many companies can continue to ethically contribute to landfills with wasted paper that some direct mail campaigns produce? ritazphotoimage22

Today we have an abundance of fresh (environment friendly, green) marketing options available from internet marketing to social media to blogs- and referral marketing of course. The major difference between the direction marketing and advertising is headed, from that of the past, is conversation. In the past much of marketing and advertising sought to “target” new clients with specific messages. Think one-way communication. For example, you (the consumer) see what I have to tell you and then you call me (the business owner) and become my customer.

In the future (in fact, it’s happening already), the most successful marketing and advertising will be a two-way conversation. One in which businesses share authentic, relevant information with potential clients… information which allows the potential new client to research, share, interact or participate with- before they make a decision about whether they want to become your customer or not .

Some practitioners will see “conversation” marketing as a burden. For those business owners, it was easier to invest in the biggest yellow page ad or cut a check for direct mail. All that was required was building the ad and they would come- maybe. In the future, the dentists who enjoy conversation, are comfortable sharing their personality/authenticity, and are willing to invest time and energy in getting to know others will find marketing a breeze.

In the end, marketing as a conversation will allow patients to more easily find their ideal dentist. Likewise dentists who participate in marketing as a conversation will find they are more apt to attract their ideal patients– it’s truly a win-win for everyone.

What’s your opinion?

Will Direct Mail Become The “American Auto Industry” of Marketing?

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Direct mail is down for the first time in 60 years.  It is expected to decrease again this year…  Amongst other issues, including the drive towards greener marketing and fewer dollars being invested in paper advertising (phone book, newspapers) will the direct mail industry be the next to dwindle?

Watch The Los Angeles Times, David Lazarus, Business Columnist video.

Read David’s “Can’t Deliver A Good Defense For Junk Mail” article.

I think there will always be a place for direct mail, however more so for use with those we have a relationship with, rather than “targeting” new customers.  What’s your opinion?

Written by Rita Zamora

April 14, 2009 at 12:06 am

Posted in Dental Marketing

The Best Way To Boost Dental Specialist Referrals

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The best way for dental specialists to increase referrals is by marketing actively. Think face-to-face meetings with referring dentists. In person meetings will produce higher quantity, and quality, referrals than passive marketing… ritazphotoimage21

For example, during lunch meetings specialists have the opportunity to ask referring dentists questions, share conversation and receive valuable feedback. It is personal interaction that nourishes and grows the relationship between specialist and referring dentist. It also allows the specialist to learn first-hand about the referrer’s preferences- which in turn lets the specialist continually improve service to both the referring dentist and mutual patients.

To further illustrate the difference between active and passive marketing, review the brief list below.

Active Marketing:

· Doctor lunches

· Personal marketing deliveries

· Small group activities (such as golf)

Passive Marketing:

· Marketing deliveries handled by third parties (such as Mrs. Fields® cookies delivered via UPS)

· Gifts

· Newsletters

Successful referral-based practices utilize a combination of both active and passive marketing activities. Further, smart practices focus on enjoyable, quality relationships and communication- which in turn produces loyal and frequent referrers.