Niche eNewsletter • Dental Marketing & Patient Communication

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MARKETING SECRET WEAPONS

Consistency • Frequency • Volume

People forget. People postpone. People deny. Dental Marketing brings reality, encouragement, and prompting.

There are other incentives you can offer to get people to act, but the basic marketing package of consistency, frequency, and volume are a very powerful arsenal. They are "secret weapons" because they are buried beneath the hype of more specific marketing tactics like discounts and freebies.

However, just using these three general concepts can create the type of activity you need and want. Without this type of effort, your patients and consumers will do less, gravitate to competitors, and generally avoid taking care of things. This is not a phenomenon only associated with dental consumers. It is our make up as human beings.

Yet, dentists often want to avoid this reality. "Marketing is a bad word and I will not speak it." Therefore communication of any human day-to-day value is eliminated from the dental consumer experience. Like an ADA produced brochure placed in a holder on the wall is somehow the only ethical way to approach dental communication!

There is more to dental health than dental or health: somewhere people have to be involved. Marketing fills a people need. Using marketing's "secret weapons" might be the most ethical thing you could do for the public and your patients.

Read more: Marketing Secret Weapons

Better Branding Basics

Fluent Dental Marketing

Deep branding transforms common dental marketing rambling into FLUENT consumer communication.

These steps get you a fluent brand translation:

  1. Determine your three most distinct traits: training, facility, comfort, convenience, style, personality, etc.
  2. List reasons why each trait is important. Uncover DEEP human characteristics; avoid surface aspects.
    --- Focus on what people need and want rather than your services or expertise.
  3. Expand your vision. Be less literal and more emotive when developing the explanation (tagline/other written pieces) and visual presentation (logo/materials) elements of your image. Attract attention; don't just state facts.

Brand Versus Logo Comparison

RiverRock lab is NOT stuck in the mud, inflexible or dull. It is agile and esthetic oriented. It produces superior quality, naturally pure performances.

RiverRock's original rocky environment made it difficult to SEE their quality and esthetic expertise. Now these specific pronouncements are redundant--seeing is believing.

Consumers (and patients) should SEE and BELIEVE your brand. Speak "consumer" fluently. Get a brand not just a logo!

Click here to SEE RiverRock's FULLY BRANDED materials.