Consumers Deserve Better Dental Marketing

by Dental Consultant Dick Chwalek

The headline sounds a little self-serving. Okay it is. But I will try to wiggle out of it by saying: I am also a dental consumer and without my career choice, I wouldn't have much of a clue on why I should pay for more than what insurance "allows".

Once in a while I see an article in the consumer publications I read about dentistry that boosts my understanding of the value of paying more out of pocket for my dentistry. The September 5, 2005 edition of Forbes had this article: Teeth While U Wait by Evan Hessel, "A pricey new procedure replaces teeth without the pain." While this kind of story about CAT scans and implants is fascinating, the segment of population it initially concerns is small (those with severe oral issues).

Without my interest in dentistry, would I have even noticed it? If I did, it would have about as much affect on me as an Oral-B commercial does on my understanding of good dentistry. These are the only marketing concepts consumer's get and how most experience them.

Internally you have little influence on their choices when all they get externally is quick blip high tech concepts (above), one of a thousand deals (extreme makeover) and toothbrush commercials. There is nothing being seen externally and digested in depth about the basic value of modern dentistry.

The consumer (myself included) deserves to know more about what is going on in dentistry. We are desperate for value-oriented communication. It won't solve all your case acceptance problems, but it will get more gears moving.

If I have not quite wiggled out of my conflict of interest headline or you just want to know more about value marketing, read this month's article: Lowest Common Denominator of Dental Marketing

Last Month's Article: What Really Works? Dental Marketing with Eyes Wide Open

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Sincerely, Dick Chwalek
Niche Agency Director & Dental Consultant