|
|  |
|
|
Tip of the Week
by Arthur Anderson
 Art Anderson, your DentalSuccess Tipster, talks about:
Finding Your Niche and Advertising it are Two Different Things All emphasis is no emphasis. That is an important thing to remember when promoting your practice according to Dr. Tom Orent who has an esthetic dentistry practice in Framingham, Massachusetts. Too frequently you see in the telephone Yellow Pages a listing for a dentist that says, “Dr. Doall, cosmetic, family, implant, orthodontic, and reconstructive dentistry.” If a patient wants cosmetic or reconstructive dentistry, this is likely the last dentist that will be chosen. The patient will go to the one who lists only the service the patient desires.
This does not say that a dentist can’t provide multiple services, but in terms of marketing to general audiences, it is more productive to focus on one niche at a time. In general advertising media, including direct mail, it is best to position yourself as an authority on one specialty.
Internally you can have multiple niches all working simultaneously. Within the office, you can gain attention to your capabilities in multiple specialties by having books and photo albums in the waiting room highlighting success in one particular realm or another. Use the Caesy system to convey the latest information about a specialty. Bring members of the dental team into the patient area and let them provide vocal and visual testimonials as they describe their personal experiences to patients.
If you provide treatment for breath disorders, you can promote that within the office. It has been estimated that as many as forty million Americans suffer from this malady and less than 1% of dentists treat it. Nevertheless the promotion for it should by internal.
Another opportunity can be found in herbal medicine. This is a field that is growing by leaps and bounds. A display of products in the reception area can provide promotion for this service, but keep the promotion internal.
Air Abrasion provides another niche. This appeals to those who would rather do without drills and needles. That includes almost everyone.
Regardless of which niche initially attracts a patient to your practice, you will have ample opportunity to promote many other services. By presenting the external image of mastery of one service, you will attract far more qualified patients to your practice than if you claim to be master of all.
[PRINTER FRIENDLY VERSION]
|
|
| |
|
|
|
Post Your Comments About This Article
|
|
There are no letters for this article. To post your own letter, click Post Letter.
|
|
[POST LETTER]
|
|
|
|
Profit-Building Links
|
Walter Hailey says "What I wish someone had told me a long time ago about becoming financially independent..." Click Here
|
|
Steve Anderson's Exclusive Member Offer - Teach your entire team how to build your practice with ESP.Click Here
|
|
Greg Sneyd says save $$$ for your practice & patients with our NEW patient financing program.Click Here
|
|
Jason Halfyard says save time & $$$- Make your website drive business to your practice.Click Here
|
|
Greg Sneyd says save $$$ with our NEW credit card processing program.Click Here
|
|
Special Dental Report- Ten things I'd never put up with if I were a dentist.Click Here
|
|
Herman Schulze talks about Eagle University- Give your kids a 7 year jump-start on their career.Click Here
|
|
Walter & Steve talk about Dental Boot Kamp- Learn how to work less and make more!Click Here
|
|
Greg Anderson talks about the Crown Council- The leaders in dental health, wellness & prevention.Click Here
|
|
|
