Lowest Common Denominator Of Dental Communication

I am not really interested in money-off dental marketing concepts. While I think they actually work for large numbers of consumers, it has many counter productive elements. I mean, who doesn't want to save a dollar or two? Unfortunately, this overwhelming focus on cost means that little else is being communicated effectively to the dental consumer.

After viewing four or five coupons on a dental flyer with BOLD lettering and lots of dollar signs ($100 OFF!), what else is the consumer going to remember about it? When buying garbage bags and gas, focusing on price makes a lot of sense. These are simplistic items and require only minor decisions. That's why they have become commodities and appropriately so.

Dentistry is complex even from a dental consultant's viewpoint so even intelligent and upscale consumers are often in the dark. Piling discounts on a complex service makes the learning curve more slippery. I think it also stagnates dentistry's value (or worse). For example, if the barbershop is doing coupons for haircuts AND dentists are also doing coupons - is there any reason for the consumer to think dentistry has changed much since the two were one?

Okay the barber/dentist thing was a bit of a stretch, but there is reason for concern. I used to think money off was at least good for the lower income person who might not go to the dentist without a "cheaper" version. However, many of these offers are for the new patient, which means the lower income person is often out of luck in the next round. They just jump from one deal to the next so the dentist is only providing another lily pad not a home.

The next reason it can work is to draw in the price-conscious person (who believes in dentistry but will wait for a "deal" before they do anything). The hope here is that these patients will become better dental consumers once the practice and its team mesmerize them. This process can work. But it is NOT how regular businesses go about creating a good clientele.

Back to Top

Most businesses know exactly who they want as a clientele and speak directly to those consumers. Dentists who want patients who will stay--but market to the discount group--will find it difficult to upgrade care to those consumers. The marketing (or communication) difficulty is: how do you attract new patients without hammering the discount angle?

One thing to realize is that dental patients and consumers only get scraps of information. The dentist or dental team member presents a lot of it verbally. The dental visit is not the best environment for absorbing complex ideas. If most of it is verbal, then in one ear and out the other comes to mind.

If discounts are all they are seeing outside of the dental visit, then their concept of dentistry is not unlike an outlet store perspective. If it is not cheap or on sale, it is over priced!

There usually is nothing coming their way that builds value. Once in a while a small percentage will see an ostentatious dental ad in an upscale city magazine or some dental technology news blip. There is nothing in depth - nothing building value beyond whiz-bang techno benefits or extreme makeover concepts, which an even smaller number of people will take advantage of.

While I believe there is neat technology to promote and smile makeovers can be increased, the middle is missing from public view. A few dental websites dig deeper, but they are still mostly cobwebs waiting for viewers to run into them and pull them off their face. Where are the dentists that are grabbing their attention and promoting value so their subsequent web search is directed and not mostly about getting a phone number to call?

I think consumers need a new level of communication: pronouncements of advanced dentistry's value. This is different than advertising and call to action marketing stuff. Imagine if your relationship with your lab was the same as the relationship consumers have with you.

Back to Top

Now, the consumer is a dentist that wants success without a good idea of what $50 or $500 pays for at the lab: "So what if the lab techs have extra training, I want a very cheap price!" "Who cares if the lab takes their time to do it right, I need low prices." The consumer has been given few details about quality care and much of dental advertising is throwing price discounts at them. Then the dentist tries to upgrade their care, but expects full payment. No wonder insurance is still a huge crutch for most dental consumers.

Go ahead get the phones ringing off the hook with value ignorant, price-hopping patients. BUT if you want to attract value conscious consumers and to fully utilize your expertise, then present them with concepts that present the value of what you do. Get beyond cleanings, exams, and whitening.

Show them specific reasons why they should upgrade their care - don’t present smile makeovers first. Show them how things have changed - even the value of enhancing the health of one or two teeth. Explain the value in healthier choices beyond their insurance parameters. Don't just make insurance the fall guy. Create a larger perspective; make value the focal point.

Trying to jump directly to smile makeovers seems like over diagnosis to consumers even if it makes complete clinical sense. By taking this mid level approach, you DON'T put them in an overwhelming situation and they are NOT focused on the lowest common denominator of care.

In the future, the smile makeovers are easier to bridge to and you have fewer patients expecting your degree to have a RED TAG on it. More importantly, the consumer deserves to know more about the value modern dentistry can bring to their lives.

Back to Top

Dental Marketing Commentary by Dental Marketing Consultant and expert in dental marketing research, Dick Chwalek - Niche Agency Director

For more on Dick Chwalek's dental marketing expertise, read his articles. The article topics include choosing the best dental logo design firm, getting better dental referrals, getting larger smile makeover cases, and standing out in the dental marketing crowd.

While not a dentist, Dick is well versed in many of the latest dental techniques and dental technologies. Recently, he wrote an advertorial for Dr. Kent White of Chattanooga on Neuromuscular Dentistry.