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June 2, 2009 | DentalProductsReport.com Help new graduates And bring more money into your practice at the same time.  Photo: Jupiterimages/Getty Images Now that their college days are behind them, this summer’s batch of graduates are ready to shift their focus to the job market. But interviewing can be stressful—especially in today’s economic climate—and these new grads need something to boost their confidence as they meet potential employers. Enhancing their smile, whether it’s through whitening, alignment or a gum lift, can give them the boost they need to land that first job. But if you and your staff don’t market your practice’s cosmetic services to these young adults, they may not even realize how much a change in their smile, whether subtle or dramatic, can help. Get them into the office The first step is getting these patients in your chair so you can have a conversation about whitening, veneers or any other cosmetics they might need. Chances are these patients aren’t going to come to you; you need to do some external marketing. Penny Reed Limoli, owner of the Reed Limoli Group, suggests starting with radio and Internet ads. Find out what stations that age group listens to in your area and develop a commercial about beautiful smiles and job hunting. Put local ads on Google or post something on a local university’s Web site. Placing a classified ad in an area newspaper is another option, although Limoli recommends concentrating your efforts online. Make sure any ad you place focuses on improving smiles and confidence, and consider offering a free new patient exam. “Once you get those patients in the chair, you have to think about what they are looking for,” Limoli said. “A healthy smile conveys hey, I’m healthy and I’m not going to miss a lot of work. There are all sorts of things that go through the employer’s mind as far as is this is somebody I want to have work for me. People get judged at different levels based on appearance. If you show up wrinkled or if you’re embarrassed of your smile and your hand is covering your mouth, those things really do count.” Once they’re in the office If you find a recent college graduate in your office for a hygiene appointment, take the opportunity to have a conversation about smile-enhancing cosmetic procedures, Limoli said. Start by congratulating the patient and asking how the interview process is going. Ask about procedures such as whitening to see if there’s any interest, and talk about other patients who have opted to go that route. “Internal marketing with nice, friendly dialogue with the patients can make the difference,” Dr. Brian LeSage (cosmetic-dentistry.com) said. “Having photos of your patients throughout the office can make a difference.” Have your team members ask these patients if they’d like to know about options that can enhance their smile, or if they’re happy with the way their teeth appear in pictures. Get them thinking about the possibilities. If this sparks interest, bring out books with the practice’s before and afters of successful whitening, veneers, alignments and other cosmetic procedures. If the patient is ready to try whitening, bring out the shade guide, Limoli said. Let the patient hold the mirror and really see how white his or her smile can be. It’s also a good idea for these patients to do some prepping for the interview on their own. Have them take a good look in the mirror or a close-up digital photo to check for obvious bleeding gums, stains and broken or chipped teeth, Dr. LeSage said. CONTINUED ON NEXT PAGE
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