Archive for the ‘teeth’ tag
Dentist Dental
Top Dentist Dental Marketing Faq: What Should I Do?
Most dental marketers have this answer to the what-should-you-do question––what “we” specialize in. There is quite a bit of conflict of interest in this response, but often they are correct by default. Doing “something” — even their thing — can work. However, the results these one-legged solutions create are often short-lived.
The market changes, consumers evolve, and competitors compete. Therefore, the second stage Top FAQ becomes: What do I do now? A question I hear a lot more frequently.
When I started, some dentists were marketing outside of the Yellow Pages, but few were doing anything else consistently. In the intervening 10 years, more and more dentists have been proactively getting their message out. While the level of “direct dentist competitor marketing” is still not overwhelming, if one or two dentists in the general area have been getting their message out in some way, your local market gets squeezed.
Your “new” entry into the market is then going to compete with that pressure. Added to this is the price pressure your competitors have created by presenting the concepts of FREE and discounted dental services. With the value of dentistry already greatly influenced by insurance reliance and general oral health ignorance, price marketing makes anything beyond the basic dental services seem outlandish.
Consumers do not want to pay a lot for anything. Once your competitor says they can pay less (which suggests they were paying too much before), you seem to be put in a position only to compete on lower price. The other extreme that was the dream 10 years ago, which has been largely dismissed, is the high-end cosmetic practice. In a tough economy, this concept is severely pinched and probably not viable in more than a dozen markets. Department stores have dropped significantly in their popularity and the “dental-mart” concept is also hitting its height of effectiveness.
These consumer and market pressures and realities restrict the value of any one dental marketing strategy. Everything that once worked great now has limitations. Here are a few trends I have noticed from “inside” the dental marketing industry…
New Marketing Concepts Often Have a Great but Short Half-life
1. Email was going to make marketing free and almost effortless. Now the effects of spam and email overload greatly limit its original value. About eight years ago when my former employer did their first email campaign we received 20 calls from dentists within the first few days and that was sent to about 900 dentist emails. Within about a year, it took 30,000 emails to create a few phone calls over many weeks. Back then just having a website meant we were going to get one client a week. Now only having a website means you… have a website.
2. Three years ago when I started PPC advertising on two services (Google and Yahoo) I received 25 emails a month from prospective dentists. Now I am also on a third PPC service run by MSN (they were linked with Yahoo originally) and get less than half the responses while spending 5 times what I did that first year. While it is still viable for me to do PPC, it will never give me the type of advantage it did that first year.
3. You might remember that Search Engine Optimization (SEO) was all the rage before PPC. Search engine gurus were all over the Internet. They could provide you will top ten results – guaranteed!!! My site is search engine optimized and I now get top ten results for “almost” everything dental marketing. However, this is not easy to accomplish (and hold on to) and there are various “trapdoors”.
First, it takes constant effort and some SEO companies are more into “tricks and scams” than building real value. Second, my web guy always used to comment that these same SEO gurus were often NOT in the top search engine position themselves. The competition squeeze is a force of marketing nature–even they cannot escape.
Finally, without a niche–within a niche–you will not be successful long-term. From my perspective, I cannot compete directly against website companies in PPC or SEO rankings. This is because everybody and his brother thinks they can create a dentist website so there are 5,000 “dental website” companies battling in that keyword arena. Therefore, dental websites is NOT a niche, which is a big trapdoor for me to avoid.
Going directly against competitors can be very wrong even though others have been very successful. Just because Wal-mart is making billions does not mean Target wants to go there. Microsoft makes billions but selling iPods seems to do well for Apple.
If dental websites are all my competition does and they have a big corporate advertising budget, they can out buy me on the PPC stage. These crank tons of generic website corporations also can greatly improve THEIR search engine visibility because they are able to “link” back to them. If I try to compete with them head on–a trapdoor opens for me.
Conversely, Niche Dental does not have links on our client sites because we are about building your value first not ours. We want to build YOUR search engine ranking and bluntly if SEO is not viable for you — or even a website – we are not going to try and sell you those concepts. Something else might work better first! Like in-practice marketing or a direct mailing campaign.
You Can Do It Yourself: Dental Marketing
One of the first dentists I worked with as a dental consultant back in 1998 called us because of his marketing effort that died a quick death. He sent out three letters. The first one got two patients. The second one attracted 10 patients and the third one was a “failure”. His small direct mailing campaign–about 2-3,000 prospective households–had basically the same message each time.
Ironically, his dental marketing was very successful. But this dentist was very frustrated — his marketing did not KEEP working well. He wanted to know what he was doing wrong. If you refer to my examples above, you will see that he did nothing wrong except he stopped–in two ways. He not only just stopped sending letters; he did not realize that he had never sent letters before.
The keys to dental marketing success are to “keep doing” what you did before with a variation on the theme (different presentation/message/etc.) and then add something “new” to the mix. New does not necessarily mean the latest technology – but to find arenas where the public has not seen your message.
I also recommend sticking with high value presentations. This is not about “boutique esthetic” dental practices or extreme makeover concepts — it is about presenting the dental consumer with “more” than they thought was possible. Offering promotional incentives and dental service discounts can be beneficial, but if a dentist in your area already has that niche or no one does – the high value strategy could provide you with more options. Going the price route is very difficult to pull out from once you get into it.
My Best Marketing Recommendation
My recommendation has always been to utilize at least three proactive dental marketing strategies. One will work well, one will be a work in progress, and the third will be changed within the first six to nine months of the year. Either start all at once or develop your three-pronged campaign in stages, but do not end any of them until all three have worked together simultaneously for at least four-six months. They will often work off of each other.
For example, one might build your credibility. The other might inform and one might encourage consumers to act. As you see what they are doing, you can decide if one needs to be dropped and/or if another one should be activated to keep the momentum going. While saturation is possible, completely closing a valve to patients that had worked before is not always the best decision.
The three-pronged (or more) approach gives you a matrix of potential and improves the power of any one element. Conversely, spending your entire budget on one concept and then waiting for results is very risky. The SEO guru, the PPC concept, the emailing company, and the mass mailer group are often too inflexible to provide the comprehensive strategy you will need to have a long-term successful business.
Dental Marketing: Go it Alone, Maybe Not
Developing and implementing this strategy is something you can do on your own. Many dentists do fine without a dental marketing company. That is not all: I knew one dentist that did his own veneers (prep and all) looking in a mirror I guess.
However, even though I could get all the design software to create websites and marketing materials for my clients, I decided to run my business by having a person with this deep skill set do my dental designs. That is why Matt, a national dental design award winner, and owner of The Peripheral Vision, fills that role.
Because your local market and marketing is always evolving you might need someone on your side now (or in the future) to explain, develop, and/or implement your strategy. To have someone on your team that is flexible and not stuck in past or “caught up” in promoting the next best thing – call Niche Dental and you can talk directly to me (Dick Chwalek) about what is possible (and legitimate) for your dental practice.
About the Author
Dick Chwalek provides marketing consulting for dental practices and dental labs around the country.
He is the president of Niche Dental.
Call 866-453-1026
Implant & Cosmetic Dentist Yonkers NY, Dental Implant, Dr. William Limongelli
|
|
Two Units of Dental Lab Dentist Natural Gas Light Bunsen Burner Ship From US $29.98 |
|
|
Dental Dentist Newest Style Wireless LED B Curing Light Curing Lamp SALE $23.50 |
|
|
NEW Dental Laser Pin Drill machine for Lab dentist $198.00 |
|
|
Dentist Dental Lab Mixing Pads 4.75″ X 7.25″ ( 10 ) $15.00 |
|
|
3 Lot Dentist Dental Craft Mixing Pad Parchment Paper $15.00 |
|
|
3 Dental Tanner Carver 4 Dentist Lab Medical Instrument $9.99 |
|
|
6 pcs of Dental Lab Articulator adjustable S dentist $49.00 |
|
|
4 Molt Periosteal Elevator #9 Dental Dentist Instrument $26.99 |
|
|
3 Columbia Curette Surgical Dentist Dental Instruments $7.50 |
|
|
5x Diamond Dental Dentist Bur Bits Drill FG 1.6mm TF-12 $3.99 |
|
|
5x Diamond Dental Dentist Bur Bits Drill FG 1.6mm TR-11 $3.90 |
|
|
Extracting Forceps No. 203 Lower Anteriors, Roots, Dentist Dental Instruments $12.84 |
|
|
10*New Dental 3 Way Syringe Dental Dentist Air Water $139.99 |
|
|
Extracting Forceps No. 89 Upper Molars, Right, Dentist Tool Dental Instruments $12.84 |
|
|
New Dental AIR POLISHER Dentist Teeth Polishing Prophy $42.58 |
|
|
PRO SET DENTAL DENTIST PICK TOOL KIT 11 PC WITH LEATHER PUCH “STAINLESS STEEL $20.89 |
|
|
PRO SET DENTAL DENTIST PICK TOOL KIT 11 PC WITH LEATHER PUCH “STAINLESS STEEL $19.89 |
|
|
new Dental Surgical Medical 3.5X Loupes for dentist $89.00 |
|
|
2pcs Dentist 3 Way Dental Syringe Air Water straight US $29.00 |
|
|
Surgicial Loupe 3.5x Dental Dentist Dentistry Loupes $77.00 |
|
|
Brand New Dental Plaster Vibrator 4″ Lab Dentist 110V $74.99 |
|
|
Dental Dentist 3-Way Syringe Air Water 2 Nozzles Sale $9.90 |
|
|
2012 New Dental Lab Magnetic Articulator adjustable For Dentist Top Sale $10.99 |
|
|
Tooth/Teeth Dentist Doctor, Medical Dental Clay Figurine $95.00 |
|
|
Brand New Magnetic Dental Articulator Art-2 For Dentist $23.00 |
|
|
Dental Air Polisher Teeth Polishing Dentist Prophy 2-Hole G2 Handpiece w/ Nozzle $45.99 |
|
|
Dental AIR POLISHER Dentist Teeth Polishing Prophy 4 $23.00 |
|
|
New MD740 USB Intraoral Dental Camera Imaging Tool Dentist Intra Oral $219.95 |
|
|
Hot 6 Led Lamps USB Intraoral Dental Intra Oral Camera Dentist Imaging Equipment $305.95 |
|
|
New 3-Way Syringe Dental Dentist Air Water+2 Nozzles $16.99 |
|
|
Dentist Dental Surgical Medical Binocular Dental Loupes + LED Head Light Lamp 1c $118.00 |
|
|
New Dental Wireless Cordless Curing Light Dentist Lamp Equipment D10 Sale Top US $178.68 |
|
|
New Protection Goggle glasses for Dental Curing Light Lamp Dentist TOp Sale $1.04 |
|
|
#8 TORCH FOR GLASS BLOWING OR DENTAL LAB DENTIST EQUIPTMENT MADE BY BLUE ISLAND $26.50 |
|
|
3 FLASKS VARSITY AND HANAU 33 UPPER AND LOWER HANAU DENTAL LAB DENTIST DENTURES $41.00 |
|
|
4 FLASKS VARSITY AND ATLAS UPPER AND LOWER HANAU DENTAL LAB DENTIST DENTURES $107.50 |
|
|
FOOT PEDAL CONTROL VALVE FOR DENTIST DENTAL LAB WATER PLUMMING DOCTOR OFFICE $39.00 |
|
|
LARGE LOT OF MISC VINTAGE DENTAL DENTIST HANDPIECE TOOLS INSTRUMENTS $9.99 |
|
|
VERIFLO NO 5 BLOWPIPE TORCH FOR GLASS BLOWING OR DENTAL LAB DENTIST EQUIPTMENT $17.00 |
|
|
VERIFLO NO 5 BLOWPIPE TORCH FOR GLASS BLOWING OR DENTAL LAB DENTIST EQUIPTMENT $31.00 |
|
|
Dental Lab Dentist Minitype Polishing Machine Lathe $148.88 |
|
|
New dentist Disinfection box case DENTAL lab equipment High Quality $28.88 |
|
|
New Dental Dentist Teeth Tooth Tissuess Anatomy Studying Model #4009 $60.59 |
|
|
Lot of Vintage Dental Dentist Tools Equipment $13.50 |
|
|
Misdom-Frank Corp Dentist Dental Crown Remover German $4.95 |
|
|
Dental Lab Dentist Vibrator Vacuum Forming Molding Unit $229.00 |
|
|
New Dental Lab Small Magnetic Articulator Dentist Top Sale $15.99 |
|
|
Brand New Dentist Dental Wireless Cordless LED Style Curing Light Lamp $57.95 |
|
|
Dental Surgical Medical Binocular Loupes 3.5X 420mm Optical Glass Loupes Dentist $57.66 |
|
|
1 pc of 6 Hole KAVO Quick Coupler Connector Fiber Optic Dental Handpiece Dentist $68.99 |
|
|
Dental Lab Equipment Micro Torch Butane Burner Soldering Welder for Dentist $15.50 |
|
|
Dental Wireless Cordless Unit Curing Light Lamp DENTIST $73.26 |
|
|
NEW Dental Lab Equipment Dentist Disinfection BOX/CASE $38.90 |
|
|
Dentist Dental LAB. Portable LED Head Light $279.88 |
|
|
New Smedent Adjustable Dental Teeth Articulator for dental Lab Dentist Equipment $9.99 |
|
|
BRAND NEW DIGITAL DENTAL HL-AH AMALGAMATOR Dentist H3 $143.00 |
|
|
New Dentist Dental Wireless Cordless LED Curing Light Lamp Cure US $59.95 |
|
|
Dental Polishing Air Prophy Unit Teeth Polisher 4 holes best choice for dentist $18.99 |
|
|
New dental Dentist 3 Way Dental Syringe Air Water straight Model $2.25 |
|
|
Smedent Dental Lab Big Adjustable Magnetic Articulator Dentist $9.99 |
|
|
One Dental Keychain For Dentist Team Gift Elevator or forceps or Mirror or Tray $6.99 |
|
|
Dental Surgical Medical 3.5X Loupes glass Dentist light $169.01 |
|
|
NEW TOOTH SHAPE NECKLACE FOR DENTIST AND DENTAL HYGIENIST AND DANTAL ASSISTANT $15.99 |
|
|
Smedent Dental Lab Big Adjustable Magnetic Articulator Dentist $9.99 |
|
|
new dentist Dental Wireless Cordless LED Curing Light Lamp lighting 1400mw $37.08 |
|
|
NEW TOOTH SHAPE NECKLACE FOR DENTIST AND DENTAL HYGIENIST AND DANTAL ASSISTANT $15.99 |
|
|
NEW TOOTH SHAPE NECKLACE FOR DENTIST AND DENTAL HYGIENIST AND DANTAL ASSISTANT $15.99 |
|
|
6 Hole Quick Coupler Connector Fiber Optic Dental Handpiece Dentist $59.99 |
|
|
SMEDENT Adjustable Dental Teeth Articulator for dental Lab Dentist Equipment $9.99 |
|
|
4x New Dental Lab Articulator adjustable for dentist YD/YQ/YZ/YX $43.08 |
|
|
Dental Aspirating Syringe Dentist Surgical Instruments $17.99 |
|
|
new Dental lab portable self delivery unit cart for dentist $999.00 |
|
|
2x Dental Dentist Cordless LED Curing Light High Power $152.00 |
|
|
LED Curing Light Dentist Dental Lab Wireless 2000 MW $120.00 |
|
|
New dentist Disinfection box case DENTAL lab equipment High Quality N $10.00 |
|
|
Adjustable Dental Teeth Articulator for dental Lab Dentist Equipment $9.99 |
|
|
New 3.5 X Dental Loupes Dentist Optical Glasses 420mm Freeshipping $51.00 |
|
|
Brand New Dentist Dental Wireless Cordless LED Style Curing Light Lamp $56.99 |
|
|
TOSI Lady Dentist Dental Push Type High Speed Handpiece $39.99 |
|
|
KAVO Quick Coupler Connector Fiber Optic Dental Dentist Handpieces 6 Holes $62.00 |
|
|
Dentist Dental Lab Equipment Multi-item Six Products BRAND NEW Ship From US $688.88 |
|
|
4x Dental Dentist Wireless LED Curing Light Curing Lamp New Style WHOLESALE $143.98 |
|
|
Protection Goggle for Dental Lab Dentist Curing Light $8.88 |
|
|
2 Dental Excavator DarbyParry 220/221Dentist Instrument $9.99 |
|
|
6 Brand Magnetic Dental Articulator Art-2 For Dentist $99.99 |
|
|
Brand New Vacuum Mixer Dental Lab Dentist $899.98 |
|
|
: Kavo KCH 100 Arm Rest Dental Chair Unit Dentist Operatory and Exam $79.50 |
|
|
high power 2000 MW DENTIST DENTAL WIRELESS LED CURING LIGHT CE 2000MW $89.60 |
|
|
Rechargeable battery DENTIST DENTAL WIRELESS LED CURING LIGHT CE 2000MW US $92.00 |
|
|
DENTIST DENTAL WIRELESS LED Orthodontic light curing machine 2000MW $99.00 |
|
|
Dentist Dental Surgical Medical Binocular Loupes 3.5X 420mm Optical Glass Loupe！ $58.00 |
|
|
Dentist Dental Surgical Medical Binocular Loupes 3.5X 420mm Optical Glass Loupe！ $51.00 |
|
|
Dental Dentist Cordless LED Curing Light High Power B $82.65 |
|
|
5 Molt Periosteal Elevator #9 Dental Dentist Instrument $24.99 |
|
|
Gracey Curette Dentist Lab Dental Medical Instruments $1.99 |
|
|
Root Tip Pick Elevator #9R Dental Dentist Instruments $4.99 |
|
|
Wax Carvers Curette Dentist Lab Dental Medical Inst $1.99 |
|
|
2 Lucas Curette #12 Dentist Lab Dental Medical Inst $11.99 |
|
|
3 Dental Probe Glickman #26G Dentist Lab Instruments $8.99 |
|
|
35k MARATHON N3 Handpiece Polishing Dental Lab Dentist* $114.00 |