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October 28, 2009 | dentalproductsreport.com Does marketing make you We tell you why it shouldn't.  Photo: Phillip J. Brittan/Getty Images Marketing isn’t a bad word. The thought of it may make you feel uncomfortable or even a little anxious, but that doesn’t mean you should ignore what a good marketing plan can do for your practice. And while most of you already know you need to market your practice to survive, 54% of you said dental marketing is bad for the profession, according to a survey from The Wealthy Dentist. If you’re among those who cringe when you hear the word marketing, it’s time for an attitude adjustment. There is plenty of good that can come from marketing, so make the move to bust out of your comfort zone and benefit from all a little self promotion has to offer. Why you hate it Beyond that, some dentists believe they shouldn’t have to market their practice to attract patients. Good dentistry is all you really need. Besides, there is that negative connotation surrounding the word “advertising” and that’s something many of you would rather not be associated with. “I don’t feel marketing is dirty at all. It’s all how you look at it and what you do to market your practice,” Bailey said. “If dentists feel it’s dirty, it’s because they don’t realize what’s out there for them. There will always be those dentists who advertise in a dishonest way, which is another reason marketing seems dirty to some dentists.” Getting over it There are a lot of ways to market your practice, Bailey said. Be creative. One practice she works with in a downtown area sent staff members from the office to nearby businesses. They reached out to human resources departments, taking magnets and toothbrushes to human resource managers and befriending them. The result was when these HR managers talked with new employees, they mentioned the dental office right down the street with the nice employees and the dentist who takes their insurance. “Doing something like this doesn’t cost a lot but it can mean a lot,” Bailey said. “It’s an inexpensive way to make a difference. It’s a matter of creatively thinking and brainstorming with team members to find the right niche for your practice.” Where to start If you don’t sit down with a consultant before diving into a marketing plan, you may end up costing yourself money, Spiel said. Many dentists shy away from marketing because they tried it once or twice but felt like their efforts were a waste of time and money. But if dentists don’t get the result they’re after, it’s likely because they didn’t take the time to work with a professional and really think about the message they wanted to convey and how they wanted to convey it. “It’s not complicated, but it does take time,” Spiel said. “It takes an investment in terms of the dentist working with that professional consultant to really drill down and get a keen sense of what their uniqueness is in the market place and then how they want to communicate that.” And remember internal marketing is the foundation. If you believe in your work you shouldn’t be afraid to ask patients for a referral, Spiel said. Give your patients business cards and tell them you would love to have more patients like them in your practice. No matter what kind of external marketing plan you develop, don’t forget word of mouth is another great tool to help you grow your practice. If you’re still not comfortable with this type of conversation, there are scripts you can use to help get you through it, Spiel said. CONTINUED ON NEXT PAGE
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