Can I Do My Dentistry (Marketing) In Phases?

Dental Branding Phase #1

This "phases" question is asked by many of Dr. Sam's dental patients.  The question usually revolves around the need to "budget" the fee of comprehensive restorative treatment. As we discussed this phase concept during a dental marketing discovery interview, Dr. Sam noted that dental branding could be thought of in the same way.

He realized both comprehensive treatment and dental branding are complex but vital endeavors. Trying to explain dental treatment in one fell swoop is overwhelming to many of his patients. Not because they lack intelligence but because they have little context to base his recommendations on or to put value on it.

Putting the "phase" moniker on dental branding gave Dr. Sam the perspective to think about it in a different way. That this is the first and foundational step in his marketing treatment plan -- not just a nice veneer (or dental logo).

Until the last decade or so comprehensive treatment from a restorative perspective was almost nonexistent. One-tooth-at-a-time, emergency dentistry was the norm because of the dentists' limited technological repertoire. And of course, patients naturally followed along.

While dentists are changing and getting the training and context to take this step, consumers often fall back on the ingrained one-tooth-at-a-time concept. Dental insurance reliance also helps diffuse the value of spending more than this "one tooth limit". Unfortunately, the dentist has taken this new path without doing much to redirect their constituents.

Dental branding is also mired in bygone dental marketing concepts. Dr. Sam knows cost often is the hinge that swings the patient his way or back to the old way. To counter the weight that cost plays in their acceptance of dental treatment, he offers to do their dentistry in phases. Rather than be stunned by the fee and the treatment involved in a complete smile makeover, they are guided slowly down this new path.

Dental branding is PHASE ONE in your marketing environment overhaul. Even though doing dentistry in phases helps in many situations, Dr. Sam needs more patients to present it to and they need to have a greater awareness of the value of comprehensive treatment before they walk in his door.

Consumers will not easily change their path in this hyperactive consumer arena. Therefore, he needs more than the traditional concept of dental branding to overcome the dental consumer's complacency and the confusion caused by the last century's treatment strategies.

Avoid getting confused by the "cosmetic dentistry" element of a branding transformation. Branding that WORKS goes beyond artwork. While the artistic value of the final product should be pleasing, it is the "restorative and health" effects of the branding therapy that create the basis for success.

Branding should discover the basic elements of who you are, what you should be, and whom you should approach with your new or refined image/message. Imagine placing beautiful crowns or veneers on improperly prepped teeth.

Dental logos are a dime a dozen. Get one cheap, pack a lot of cement under it, and hope it performs well. Dental branding puts good "health and a stable foundation" under the designs and artwork developed. Beauty is in the eye of the beholder. Success is obvious to everyone.

While the expense of this method of brand treatment is more than the dental logo vendor presents, this is NOT art made in a MILL. The mill method works for some dentists, like drill, fill and bill dentistry still "works" for many consumers. Search online right now and pick, click, and flick a logo on your letterhead. Or you can choose advanced dental branding, which builds a success platform.

Once PHASE ONE is done (Brand, Niche, Audience, Message and Image), we can move into the next phase of your dental communication "treatment plan".

CALL ONLY when you are ready to treat your business like you want your patients to treat their mouths.
Sincerely, Dick Chwalek - Niche Dental President/Consultant - 866-453-1026

• Phase #2 - Marketing Tools Development
  (Creating The Right Equipment--Good looking/feeling communication that promotes a long business life)
• Phase #3 - Proactive Communication Strategies
  (Complacency Disease Elimination--Encouraging Acceptance/Building Trust)
• Phase #4 - Regular Communication Maintenance
  (Preventive Strategies--Keeping Your Edge/Competitors at Bay)

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