by Rodger 'Rod' Kurthy, DMD & Howie Horrocks
As a practicing dentist, I have learned the perils of marketing my practice through years of trial and error. Nothing seemed to give me a good return on the time and money I invested until I met Howie Horrocks, a marketing professional who specializes in helping dentists to achieve their growth potential.
With Howie's excellent advice and my experience as a dentist, I have finally found marketing techniques that really work in my practice. In fact, the incredible results have motivated me so much, I have just completed a new book dedicated to dental marketing.
Here are some of the common myths and problems my friend Howie and I have found in discussing marketing techniques with other dentists.
One of the most common problems dentists have in implementing marketing programs is they think about it AFTER everything else -building, equipment and staff, have already been put in place. Suddenly, they are faced with the question... Where are the new patients going to come from?
Dentists spend time in school to become very proficient in dental procedures. They spend a considerable amount of time checking out contractors and determining what equipment to purchase. When they start to think of attracting patients often the first question they ask is. "What kind of offer do you suggest for my postcards? What coupons should l have? What freebies can I offer?"
Quite frankly, this type of thanking is exactly backwards. Rather than asking, "What can I give away?" you should be asking, "how can I make my practice THE place to solve real people's dental problems?" Trust me, you don't want bargain hunters. You should be looking for patients who want solutions to their problems. If you can solve their everyday problems, they will gladly pay your fee.
Your marketing really has to prove to them that you are aware of their problems and KNOW how to solve them right away.
Developing and implementing this type of marketing will take time and work on your part but there is NOTHING more important than having the 'right kind' of patients coming to you. Here are a few ideas to get you started. For the rest of the article, click here.