What Most Dentists Don’t Know About Marketing
How do you regard marketing in your dental practice? Is it a part-time function of someone on your staff? Is it a role you outsource to a consultant? Is it the sum total of the efforts you engage in, such as a referral-generating newsletter, advertisements in your local newspaper and online marketing?
We want to challenge you to think of marketing as something greater—something with profound potential for your practice. Management innovator and guru Peter Drucker said, "Marketing is not a function, it is the whole business seen from the customer’s point of view." In your case, it’s your practice seen from your patients’ or prospective patients’ perspective. That is a powerful idea!
For years, we have worked with endodontists, oral surgeons, orthodontists, pediatric dentists, periodontists, prosthodontists and general dentists. We know that it’s not uncommon for many dental professionals to undervalue the potential of marketing their practices. That’s because some dentists have the mistaken belief that marketing has to be disingenuous or fluff. We’ve all seen bad marketing that misleads audiences or is flat-out dishonest. But that’s not the way it should be.
The best marketing helps you—and it helps patients
Marketing should be an accurate representation of how you help people. It educates and informs patients about what they have to gain from trusting you with their dental care. And the more people you reach with this message about the quality of your work, the more people you help. Your practice marketing should influence patients and would-be patients to rely on you for their dental care.
There’s also the belief among some dentists and dental specialists that marketing doesn’t work—or at least it doesn’t work for them. We disagree, because at WPI Communications, we’ve seen that effective, consistent and targeted marketing can and does work for many dental specialists and general dentists.
An effective, professional and educational way to succeed is through dental newsletter marketing. A patient newsletter can inform readers about treatments and conditions, and how you can best meet their dental needs. Professional referral newsletters educate your current and potential referring providers about the caliber of your practice and why they should refer patients to you.
If you focus on the patient first, and take Drucker’s words to heart, you’ll put your practice in the kind of authentic light that draws quality patients to your door. And that’s what too many dentists don’t know about marketing. It has real power for your practice. It’s not something you should do in the little bit of time you have between seeing patients in your (hopefully) very busy schedule. Instead, think of it the way Drucker recommends—as the entirety of your practice from your patients’ perspective.
If you view your marketing this way, you’ll know something that many dentists don’t, and you’ll be in a better position to educate and inform current and new patients about how you can best serve them.
For more about how to make the best use of newsletter marketing, contact us at 800-323-4995 or firstname.lastname@example.org.
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