Dental Patient Marketing Done Right
There are thousands, if not tens of thousands, of marketing firms in the United States. Of those, a comparative handful are dedicated to dental patient marketing.
That’s an important distinction. Dental patients are a unique population driven by specific concerns, problems, hopes, and desires. General marketing techniques apply only loosely when it comes to influencing prospects to choose a particular dentist.
Part of the reason why general marketing techniques don’t work for dental patients is the way dentists are viewed by the population. Generally, dentists are seen as interchangeable “tooth technicians.” In the minds of the general public, one dentist is about as good as another. In other words, they’re interchangeable commodities.
To be fair, the vast majority of prospects don’t know the difference between a DDS and a DMD, or between one post-doctoral training course and another. They don’t know the difference between LANAP and CEREC. They don’t know what makes one dentist preferable to another, and the price-based advertising model used by most marketing firms does a very poor job of educating patients on those differences.
As well, general marketing firms don’t have a firm grasp of the best ways to motivate dental prospects. They’re not “tuned in” to unique hopes, fears, wants, and needs that your prospects bring with them. Worst of all, those firms have a very simplistic understanding of the business of dentistry… if that.