Direct Sales and Marketing in Dentistry – Investing in the Long-Term Security of Your Practice

Reveal Sales and Marketing
Perhaps now, more than ever, it is crucial to spend wisely. And yes, Enlighten Sales and Marketing is money well spent, even in Dentistry. Keep in mind, that marketing is more about the long-term security of your business than the short-term effects, though short-term effects can be sizable if true direct marketing efforts are new to your practice.

Building lasting referral relationships around town takes time. Successful practices know that relationship building and relationship management, in person, is the most effective method. This means employing a good old-fashioned Marketing Rep, either part-time or full-time. If a full-time commitment scares you, consider hiring someone full-time for 6 months, with a plan to prick to half-time from then on. This can work quite well if the marketing rep. does his or her job the first 6 months.

Note* If you are courting a NEW dentist or physician in town, do so YOURSELF, IN PERSON, professional to professional. It is distinguished you become known to them as the most curious and gracious peer in town, and then a friend. They may well become your best referral source for years to come. Best way to carry out this? Take them to lunch, or better yet, dinner with the significant others (spouses circles make great referral sources).

Compile a list of the dental and medical providers (pediatricians, obstetricians and oncologists come to mind) you want to target for referrals. Add to this any businesses related to health or cosmetic appearance – gym’s, salon’s, spa’s, cosmetologists, ethesticians, etc. The list should include existing referral sources, as well as all potential original sources. Because you want to market to physicians too, be definite to call on your local hospital credentialing offices and managed care organization provider lists as well. If you have trouble accessing these departments, tap your Oral and Maxillofacial surgeon friends to either make a call, or accumulate copies of the credentialed providers lists for you, since they would be on the lists, and would have access to them without much distress.

Make note of any common background information available on dentists, oral surgeons or physicians – faith, alma mater, schools their children attend, sports their children play, charities with which they are involved, etc. These are all great conversation starters – or conversation – fillers.

Your marketing representative should schedule introductory visits with targeted referral sources and their staff. Work on a brief, but thorough introduction to your practice, including clinical qualifications and philosophy of care. Don’t forget to highlight the unique technology you have – “one of 3 I-CAT’s in the county”, or that your practice is Amalgam-free, etc.

Be sure to:
· Identify and make notes of which staff in potential referral offices might actually initiate referrals
· Leave referral forms (mimicking a prescription pad), with driving directions, phone numbers and a list of insurances with which you participate on the befriend of each page
· Distribute target specific (read on about that), but minimal marketing brochures (1 for each staff member)

Note* Refrain from emphasizing “Spa” features of your practice, as you want your referral sources, like your patients, to appreciate above all else, the importance you dwelling on quality of dental care in a compassionate environment. Let your “Spa Amenities” be a nice perk they discover upon arrival to their first appointment. It will go a long way to improving their mood about being there in the first place.

While meeting with potential referral sources, especially those who are new to town, settle whether they are familiar with the current services you provide. Place Special emphasis on communicating the full benefits of technology or services current to your practice, even if a few others in your area provide the same.

After your initial contact in person, follow with monthly follow-up visits (in most areas, this will require that a Marketing Rep. be on the road 4-5 days per week, 8 hours per day). Consider “give-aways” for their patients, including children’s coloring books, calendars and pens promoting your practice. In time, as referrals begin to come in, you can cut back from monthly to every other month visits, and then to monthly phone calls to key referring personnel, along with quarterly in-person visits.

As with any sales, even dental, the rep. who they see in person the most, is the one whose services they utilize the most, unless of course, they picture an snide service. Oh, and food and other goodies? Incandescent idea. And, like any marketing rep. in any industry, if you make the offer to bring LUNCH, you will have a considerable more willing and attentive audience. **Remember to pass out tooth brushes and paste after lunch when presenting to anyone other than a dental practice.

Marketing Materials
Marketing brochures need not cost a fortune, but should be written to the target referral source; meaning you will need multiple variations of your marketing brochures aimed at dentists, dental specialists, physicians (peds, obstetrics, oncology specific), esthetician, gym specific, etc. Thus, you will need to utilize the talents of a good writer(s), fluent in the languages of dentistry, medicine and other industries you wish to pursue.

With a practical and sustainable budget, promotions may include:
· Provider brochures highlighting clinical information about your fresh services, your education and a section for “What’s New with Dentistry and our Practice” (which must be updated regularly). Include new clinical staff photo’s and bio’s.
· Patient brochures or direct mail pieces educating consumers about the availability of specific services, technology or philosophy of care (think “Amalgam Free”)
· A Website providing comprehensive information about the practice, including photo’s and informative, but easy to read bio’s. It’s acceptable to post the CV’s of the dentists and information regarding charitable and other local interests with which they are involved.
· Permanent billboards along heavy commuting traffic routes rotating information on your practice and its’ state-of-the-art capabilities.
· Print advertisements
· Referral forms (mimicking a prescription pad), with driving directions, phone numbers and a list of insurances with which you participate on the back of each page

Note* Major equipment vendors often provide some of the above items, which can be customized for your practice.

Media Relations
Local editors are always looking for an insider’s perspective on trends in dentistry, including innovative new technologies, even patient stories. (As an example of this, refer to my recent Blog on Ben Witter, A Golf Pro’s Most Valuable Lesson). Patient feedback forms will help you buy strong patient success stories that will spark the interest of editors, referral sources and the community. *Be sure to include the opportunity on these forms for the patient to check-off whether or not he or she would be interested in being interviewed about his or her experiences with your practice. Separate the “YES” responses and house them in a folder for future reference.

Create media opportunities by contacting local health editors with story ideas on your practice’s new or unique technologies and procedures, as well as insights into breaking dental-related developments, or addressing favorite patient questions.

· Target local newspapers and magazines as well as television and radio programs
· Invite reporters to your practice for a demonstration of new or unique technologies – you could make the evening news!
· Provide formal Press Releases to your local papers and magazines about any considerable changes of clinical staff, technology or philosophy in our practice. Again, having a writer available who knows your practice and speaks the language of dentistry is key.
· If you fancy yourself a writer, prepare 12 column length articles (600 words or less) and submit the folder to your local editors. You may find yourself the new weekly dental columnist in your local paper!

Events and Promotions
Consider “events” to generate visibility for your practice among potential referral sources and the local community.

These may include:
· Annual open houses for dentists and physicians, and the public, to note off your facility and technology
· Calm auctions to benefit local charitable efforts (dental clinics, etc.)
o Local art (adults and children) mounted in your center, with exhibitions/benefits outside business hours
· Presentation of research at local professional meetings (local Dental Implant Groups, Seattle Study Club Groups, etc.) – Don’t forget to sigh your local media!
· Local speaking opportunities on innovative dental technologies and patient issues, including speaking at local schools.
· Ongoing sponsorship of local sports teams

That’s it. ‘You are ready to start marketing your new practice or grow your existing practice. It’s not rocket science by any stretch, but it is a must, especially in this economy.

If you’d like to discuss a Articulate Sales and Marketing plan for your practice, feel free to contact me at Jillian_writes@yahoo.com.