Can I Do My Dentistry (Marketing) In Phases?

  Dental Branding
Phase #1

by Dental Consultant Dick Chwalek

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.

Click here to read the entire article.

Sincerely, Dick Chwalek
Niche Agency Director & Dental Consultant

866-453-1026