It’s Not About You, It’s About Them

[Elliot Pearson]

Dentists take on multiple roles. They are not just the ones who are in charge of taking care of people’s teeth. They are also the ones who are in charge coming up with and running marketing campaigns. On top of that, they’re also managers, leaders and motivators. Although dentists have a number of roles to fill, they aren’t exactly experts when it comes to advertising and marketing. They can try to learn the ropes but it can be extremely difficult to compete with the experts in the field. Here are a few things which dentists should take note of.

 

Most of the time dentists think that effective marketing consists of ads which sing their practice’s praises and nothing more. But the startling reality of things is that patients do not care about you or your practice. On the other hand, what they do care about are their selves. The reason for why they opt for treatment and consequently seek your services is because they want to feel or look better. Either they feel a throbbing pain or are unconfident about their appearance. For this reason, you need to reconsider your marketing campaigns.

 

This is where branding comes in. What successful branding does is it allows people to easily recognize your practice as soon as they hear your practice’s name. But what most dentists unknowingly think is that their name is synonymous to their practice’s name. This should be the case. When the owners of Coca-Cola decided to move forward with branding their products, they didn’t use their names. Instead, they came up with a catchy brand name which they can subsequently use for their external marketing campaigns.

 

As far as advertising goes, dentists should always consider the people who they are promoting their services to. What do your patients expect every time they walk into your dental clinic? You need to know exactly what they want from you in order for you to serve them better. And then you can start building your campaign based on what you know your patients want to hear. For instance, you can talk about how your treatments are minimally invasive appealing to patients who you know are scared of the dentist.

 

In order for you to seal the deal, you need to facilitate proper interaction. Dentists often lose a considerable number of prospects because they were not converted properly during phone calls. Lastly, dentists should also work hard at motivating their patients to give referrals.