Why did you become a Dentist?  Did you think you would make a lot of money?  Did you have a passion for looking at nasty mouths all day?  Did you have a sincere desire to help people and never get paid?  Did you think people would just line up in droves to come see you – the tooth healer?  Okay, I’m being a little sarcastic, please forgive me.

Most Dentists I talk to got into the industry out of a sincere desire to help people.  They typically like the creative side, they like being a doctor, the like having their own business and being a professional.  Those are all good things.  And let’s be honest; you thought it would be easy.  Maybe you didn’t believe patients would line up in droves, but you probably assumed you’d have a steady of stream of patients.  Enough to keep you busy four days a week while you played golf the other three.  (Or whatever.)

So how’s that going for you?

I know of very few Dentists that this actually happens for.  I’m guessing here, but I’d say it’s somewhere around 10%.  The rest are struggling.  So what’s a Dentist to do?

The fact is, there is enough “business” out there for every Dentist licensed and practicing today and a whole lot more.  Is it true that some areas are heavily penetrated with dental services?  Yes, of course.    Here in Kentucky, everyone seems to like Lexington and Louisville.  It’s interesting that that’s where our two dental schools are located, huh?  But even in those areas, I meet people every day who do not have a regular Dentist, have not been to a Dentist in over 2 years, are fearful of going to the Dentist, and/or are not satisfied with their current Dentist.  Do you know what this means for all of you who are struggling getting patients in the door?  Opportunity!

Yes, some Dentists, particularly the ones the baby-boomers had when they were growing up, have left a bad taste in some people’s mouths.  (Okay – sorry for the pun.  I’ll stop.)  But, if you can show these people how much Dentistry has changed in the past 10 years, you can get them to return and be loyal.  This particular group wants to be loyal, feel safe and appreciated.

Okay, so how do you do that?  Create an infomercial to play on local cable that shows your practice full of happy, smiling staff and patients?  Maybe.  How much cash do you have?  Why are you reading this?

Let’s put first things first.  Before you start bringing these people in the door, make sure your office and staff are ready for them.  We’ve already established that this group needs to realize that Dentistry has changed.  So make sure your office looks and is up-to-date.  There’s no room for 70’s-ish wallpaper or décor.  (Or even 80’s for that matter.)  Keep in mind that people cannot judge your skills in dentistry.  They have no idea if you’re expertise is up-to-date or not and unless you’re really bad, they never will know or be able to judge.  What they will judge is what they can see.  So what does your office project?  Are you modern?  (Translation, do you look modern?)  Have you installed computers in all treatment areas and trained yourself and your staff how to use them effectively and efficiently?  If not, create a budget today to start working on that.

I also said that this target group likes to be loyal.  How do you create that feeling in them?  Expect their loyalty.  Use phrases when you’re explaining dental situations like, “Mrs. Jones, when you come back in 3 months, we are going to do a thorough cleaning once again.  We’ll use the same gel we did today so that you are comfortable.  Did you like that?  That’s nice isn’t it?  We’ve come a long way in dentistry.  Between now and then, I’d appreciate your taking the time to write down questions about your dental hygiene as they come to you, or, better yet, give us a call.  I want to make sure we take good care of you.”

That simple, 30-second statement let the patient know that 1) things have changed, 2) we anticipate her loyalty, 3) she is safe, and 4) she is appreciated.

Take a few minutes with your staff during one of your regularly planned meetings and brainstorm some ways you could enhance these four basic concepts in your practice.  They will come up with all kinds of ideas, some great, some not so great.  Take the really good ones and implement them.

Now that your practice is ready to receive these additional patients, how do you initially get them in the door?

First, start directing any current advertising toward them.  If you use any print media, use a model from that age group (roughly 42 to 60.)  It doesn’t seem to matter if the model is male or female, unless your practice is geared to one or the other for some other reason.

Second, play of mix of music and include what they like to listen to – 60’s and 70’s music.  Today’s generation gets a kick out of and actually likes some of that stuff anyway – and why shouldn’t they?  It’s cool, man.

Third, start asking for referrals from this group.  Any existing patients you have, and all new ones that come in should be happy to refer you to their friends and family.  Especially if you have taken the time to think about their needs and found ways to vocalize how you meet those needs.

These are just a few ideas for marketing your dental practice.  I’ll continue to write on this topic so please check back again soon.  You might also be interested in a Customer Service article I posted on August 2.

I’d also love to hear from you.  What marketing issues are you struggling with?  What concepts have you found that work?  If you’re not comfortable replying to a post, e-mail me directly.

Posted under Dental Practice Management