Dr. Don Deems, the Dentist's Coach - Free Newsletter: What's Your Marketing Mentality?

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What's Your Marketing Mentality?
December 07, 2008

The general economic conditions and general slowdown of dental spending has affected everyone in one way or another. Some practices have fared well, others not so well.

For sure, my dental practice has been deluded with supply reps and others wanting to sell me supplies and products - probably because their superiors have mandated increased production or risk losing their job. The amount of mail has also increased, and in the journals there seems to be more and more articles about "marketing".

What do you really understand about marketing? Honestly?

If you're being honest, what you have learned has probably been through trial-and-error (an expensive way to learn) or through using a marketing firm (another very expensive way to learn). Besides, you went to dental school and were under the impression that you would build a "practice of dreams" and then "they would come". (Sorry for the pun)

Unfortunately by the end of your first year of practice, you found out it wasn't so. Rats.

Like me, you probably wandered around with marketing plans and gimmicks, most of which didn't really do anything, but at least you felt you were doing something. Have no fear, it wasn't for waste, because your focus did do some good. It just wasn't very efficient, focused, or directed. You read about what other dentists did and how it made them so busy they had to sell their practice! You read the article-advertisements in the journals about marketing plans guaranteed to work. God knows I was sucked into a few, and I'm sure I spent a small fortune - for nearly no results on my investment.

So just how do you market your dental practice? Well, that's not a short answer, and it will take a tremendous amount of homework to do it right.

What do you need to know before you set out marketing your practice?

Well, for one thing, if you think you should just set out a short cut of hiring a marketing firm, don't do it! They'll take your money and give you some very pretty materials that will soothe your ego and just seem to scream out of your incredible dentistry. Man, you'll have the best brochures, business cards, web site, and appointment cards in the state - maybe the world! OK, I got a little carried away, but you see my point.

I'm not advocating you don't work with a marketing firm, because I do. However, they can't help you if you're not ready. What will it take to get ready? Complete this checklist, then you will be ready!

• Your practice brand is crystal clear
• You know EXACTLY your target group(s) of patients
• You know how you want your practice positioned
• You know precisely how much money you are willing to spend over the next 12 months for marketing
• You have clearly defined objectives and goals, both short-term and long-term
• Your Creative Brief is fully developed
• You have clearly defined goals
• Your office is running smoothly and efficiently
• Your entire staff has excellent phone and people skills
• Your technical skills and expertise is on par with the type dentistry you want to do and the type of dentistry your target group will want
• You know yourself very, very well: your wants, needs, and values
• You know your abilities as a speaker, writer, or networker
• You have a thorough Demographic and Psychographic Profile your city or town

Sound daunting? In a way, it is, which is why so few dentists market well. Maybe you just thought other dentists marketed so well because the material you saw of theirs looks soooooo good. Maybe it did look good, but was it getting the results they intended? Maybe.

Many of the items are not ones that you can just sit down and think about for a few minutes. It takes a plan and focus to accomplish everything in preparation for working with a marketing firm.

Make a plan to start now, and reap the benefits of your hard work!

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