So I know you’re reading the title and thinking “yeah I know we improve lives already!” but do you? Does your practice show that? If there is a type of service or some sort of product that enhances or upgrades a person’s lifestyle, then they are going to want the best. However, when it comes to something useful but very practical, we tend to want the cheapest.
Look at the bigger picture here:
We normally tend to buy the bigger TV with all the HD gizmos and upgrades. However, we buy a cheap TV stand or a fifty dollar DVD player instead of a two hundred dollar DVD player because, well, they both simply do the same job! Most men don’t buy their undershirts at Macy’s or Nordstrom they go get the package deal at Wal Mart or Target! Why? Because no one sees the undershirt and they all pretty much do the same job, it’s mostly a necessity like socks, but really nothing more to the majority of people.
Until someone changes that…
Well guess what? Most people in your local community see you, your dentistry, as something practical, only a necessity. Unfortunately most people in your community or neighborhood understand that they need you for “maintenance” but really nothing more. So what do most people do? They tend to look for the best deals, the cheapest dentistry or the best bang for their buck. They just want their pain taken away the quickest, cheapest, and easiest way possible and never have to deal with you for a long time!
Until someone changes that…
FIGURE OUT WHO YOU ARE AND GO FROM THERE
You need to change that mindset in your local community and the first step you need to take is to know what type of dentistry you are. Do you just fix cavities or straighten teeth or do you take pain away and create a smile that’s comforting for the patient?
If you’re a general dentist do you let your patients and local community know you do cleanings, root canal for a certain “low” price, and fillings?
If you’re a cosmetic dentist do your patients and local community know you do veneers, fix chipped teeth, “free lifetime whitenings” as long as they are regular with their visits or “whitenings as low as___”?
If you’re a orthodontist does the local community know you put metal braces on kids or adults for a certain price and you have the best orthodontist in town?
Well, cool story bro… These are features not benefits and letting the community know this will just have most of them looking like they still need convincing or more.
THEY WANT TO HEAR BENEFITS NOT FEATURES
List the benefits. No one cares if you have the latest Kodak blah blah blah, only the dentist down the street cares. Your potential patients only want to hear ways to enhance their lives and you need to either tell them or create that awareness in them.
Let me give you three examples:
- General Dentist: Whether you’re enjoying your first date at your favorite restaurant eating yummy dessert pain-free or talking to your date without having to worry if you carried any mints with you. We’ve got you covered; sincerely, your wingman.
- Cosmetic Dentist: Are you an avid coffee drinker or smoker [insert photo of yellow teeth]. Yup, we can all tell. We’ll get those messy stains right off and have you ready for the weekend.
- Orthodontist: EASY! [Have a picture of three different girls all smiling and one of the three has really crooked teeth. Make sure they all have slightly different eyebrows, make sure they all have some sort of lipstick or lip gloss on, and they all have some sort of eyeliner on *but not drastic eyeliner*, have one girl with shorter hair, and another with highlights or something and ask] Can you spot the difference?
Now these are not all slogans or phrases to pitch to your clients. These are examples of what happens when you list benefits and know what type of dentistry you are. You understand how you can market your services and how you enhance your potential patient’s lifestyle.
LET ME EXPLAIN
The first one is general dentist. Notice you didn’t say “hey we fix cavities, do cleanings, blah blah blah”. We are creating an image in the client’s head or maybe a scenario that has happened before. They may have hurtful cavities or major sensitivity. We are letting the patient know we aren’t just your local dentist, we are your friend, we care, we are your wingman/woman *wink face*
The next one is cosmetic dentistry. Here we let the picture do some speaking and then we ask a simple question and give a straight answer. We let the client or whoever is looking and reading this know that “hey, we all think you need a teeth whitening”. Now you have every coffee drinker and smoker checking the mirror and seeing if their teeth are too yellow. You are letting them also know you can get them ready for their big thing this weekend or letting them know you can get their teeth pearly white as soon as this weekend!
The third one was orthodontist. In the example above, we are letting the picture do most of the talking. Although most women spend so much time and money on their make-up and hair, what do most people notice, the smile. Therefore, when people say “yeah the difference is one lady has crooked teeth” point out that there are mostly other differences but what do most people mainly notice first or only notice? You already know *wink face with a slight smirk*
So figure out what type of dentist you are and then push ways you can enhance your patients and your local community’s lives; because remember people spend on ways to enhance their lifestyle but hate spending on the necessities or the maintenance, so the majority WILL spend the least amount possible if they see you as something utilitarian.
You didn’t join this field to become practical, you joined it to be phenomenal. Show it in every aspect.
So this is an article that I wrote for a Rancho Cucamonga dentist. However, I am reposting it on here not for the sake of posting something but I really want you to read it and understand just how the statistics of what this article states can impact and guide your next marketing move.
Right now everyone is going back to school.
Ok we know that, but with this information I don’t want you to just do a “hey get your teeth bleached with our ‘back to school’ special”. I see so much of that crap going on its mega saturated now! No, I want you to really dive into this information and just see how we can attack the consumer’s emotional side and use this to guide them to your dental office. I also want you to keep in mind an older population (students in grad school, universities, community college, high school, etc.)
So read it and I’ll talk to you at the end.
Where is your “going back to school” money really going?
We all know the first day of school can be exciting, overwhelming, nerve-racking, and cause anxiety! Heck, you’re probably thinking weeks or months in advance what you will be wearing on the first day of school. This applies to all of us whether you are in middle school or in college!
This is completely understandable, you are going to meet new friends, see old friends and teachers, and make brand new first impressions and make new second impressions as well! The dentist in Rancho Cucamonga wants you to always leave great impressions everywhere you go. Now, I know what you’re thinking: “here goes a pitch of making sure your smile is straight or whatever for school so come to this Rancho Cucamonga dentist”.
NOPE! This article is a little different!
Did you know, according to the National Retail Federation, that about 55% of consumers plan to purchase apparel more than any back to school product! This study was done in 2015; they expect this number to increase in 2016 by August 9th!
This lets us know one thing, appearance is a big factor for not only you (whether you’re a parent or college student) but it is a major factor for whoever you are appearing in front of!
Now, according to recent surveys and studies, about 37 percent of people will notice your smile first. This percentage is higher than people noticing your eyes, weight, hair, and nose first! Here is the real kicker, 78 percent of people correlate that adults with crooked teeth are unsuccessful and 14 percent feel that if they fixed their teeth they would be getting a better job opportunity!
This is amazing! This means that you can spend as much as you want on your back to school appearance, spend hundreds on apparel, make-up, even a new car, but what the majority of people will notice is your smile and from that point on draw conclusions!
So I guess what I am saying here is, it’s time to get your smile right for, not only going back to school, but for the rest of your life. Don’t let your smile be something holding you back! The last thing the Rancho Cucamonga dentist want is you to feel even more anxiety on picture day!
I can understand that you do need new apparel, school supplies, electronics, books, tuition and more; but do not neglect your dental health. Get started on making your smile right by finally fixing your teeth! Get a teeth whitening for back to school, start your Invisalign procedure (don’t worry most Rancho Cucamonga dentist like Choice Family Dentistry, take monthly payments) fix your chipped tooth, replace your missing tooth, or replace your silver fillings; just get started now.
Make sure you make a great first impression going back to school and make this school year one to smile about for a lifetime!
Hey I’m back! Ok so what can we learn from this article? Many things! People who say they don’t have money have money for back to school products, more than half of the population who is returning to school thinks of their appearance as a major priority, and a large portion of the population notices something specific when they first meet someone, their teeth!
It can NOT get any much easier than this! We now know who your target population is from here (today) until ends of September, it is everyone who is going back to school (college students, grad students, even high schoolers).
Next step, bring awareness that their appearance means a whole lot more than just deciding what shirt to wear, remember a great smile never goes out of style. Bring this to the light in your local community to your target market.(Bring this to light even with your patients that you already have).
Third step, make yourself easily accessible to anyone going back to school who may even show a slight interest. Remember people still “despise” the dentist and honestly most people don’t have a separate savings/ budget for dentistry so make yourself super easily accessible. (Good example of what you can do is offer “free back to school screenings” for your local college/ schools).
Once you are able to see the new potential patients in the chair/ office; let the assistant, doctor, hygienist discreetly diagnose with emotion.
Don’t start saying “ok you have too much crowding going on, and you’re going to need to take out wisdom teeth, and replace some fillings”, NOPE!
I want you to start talking to the patient as if they’re your mom, dad, brother, or sister; say things like “You have such a contagious laugh! I bet you’re always smiling! Why don’t I get you some bleach trays to make sure your teeth are always white when you’re smiling? Actually you want to know what’s even better than bleach trays? Veneers, and with veneers it’ll even eliminate the small little gap in your smile”!
Even if the patient didn’t say what she thought what was wrong with her smile remember you saw it, you noticed it, and if she didn’t notice it before now she did and it will be in the back of her mind until she fixes it! (We will touch on this subject on another article).
So instead of doing a “back to school 50% OFF whitening” specials and that’s it; take the statistics and information above and use it to the most of your advantage and get creative with it! If you do I guarantee your new potential patient will become a lifetime patient instead of a “bargain hunter” type of patient. Remember every dentist down the road has thought of and is doing the same special you are probably doing.
Help your “back to schoolers” understand that school is only the beginning to the real world, and your there to help them give a great first impression to the real world.