The #1 marketing mistake dentists make when marketing their dentistry is thinking announcement-based marketing can bring them sufficient customers. i.e. Simply announcing their name, their title, or their presence and services, will bring in customers.
So once upon time before all this modern-day competition, if you’re in a small town and you’re a dentist, you could put up a sign with your name and number and sit back and wait for the phone to ring or new patients to come to them based solely on their presence. That has changed. Today, there are a number of factors making it more difficult to make a living in this competitive environment. Some of these factors are:
- Corporate / Big Box Dentistry – These huge corporations have millions of dollars to throw at advertising; they can make offers to potential customers that would put you out of business.
- Dental Tourism – The cost of dentistry around the world in comparison to local is significantly cheaper. For example, In Australia a dental implant cost approximately $5,000 per teeth. This same procedure in Singapore is less than half price; Singapore has some of the highest standard of dentistry in the world.
- Commoditization – Customers want to know, among other things, how much does it cost to extract a tooth? They are price shopping.
So what’s the solution?
Giving your customers exactly what they want. When you think about marketing, think about WAM (What About Me?) Customers don’t care about you and your credentials, they care about what you can do as a dentist for them.
To better understand your customers, dental entrepreneurs should use persona/avatar to answer the WAM question. The avatar should have information such as customers’ desires and their fears. Addressing these desires and fears will attract the right patients who will pay extra for your services.
So for example on a website, normally dentists put their name and phone number at the top of the page. Your customers don’t give a hoot. Instead, use this section to address your customer’s fears and desires, and you will have their business.
Do you agree with this marketing tip? Do you have another? Please leave your comments and questions in the comments box below. Have a super awesome day!