April 2010 | Dental Products Report web exclusive
April 2010 | Dental Products Report
Fred's monthly marketing tip
Let your patients know about your accomplishments.
by Fred Joyal, CEO of 1-800-DENTIST
Fred Joyal is CEO of 1?800-DENTIST and author of Everything is Marketing: The Ultimate Strategy for Dental Practice Growth. He can be reached at goaskfred.com.
In sports, it’s easy to see who the stars are. You don’t need to be an expert in basketball or baseball to recognize the talent of Kobe Bryant or Derek Jeter.
Unfortunately, that’s not true in dentistry. Most of your patients have no clear way to assess your skill. However, patients like to know that they’re in skilled hands. Therefore, it’s important that you let them know about your background, experience and specialties. Of course the challenge is that you can’t tell them all this yourself. It could come off as bragging and possibly insincere. Rather, I suggest having your staff do it for you. When a new patient comes in for a tour or an initial exam, make sure they’re shown your diplomas and accreditations. As they’re looking at them, have your office manager (or whoever is giving the tour) explain that you place more implants than any other dentist in the city. Or that you graduated first in your class at UOP. Or that your practice participates in Give Kids a Smile® every year.
You don’t want to overwhelm the patient with too much information, but give them enough to reassure them that they’re in very good hands - yours.