Dental Direct Marketing USA

Dental direct marketing problem: Most, if not all dental marketing, has become more expensive and less workable – and that is a fact!

Let’s talk about coupons, flyers, Groupons, or direct marketing for dentists in general – as they still do work if used correctly.

And no, the people at Valpak, ADVO, Money Mailer, Penny Saver etc do not necessarily do it right.

They are great at printing and delivering and do have some knowledge about design and what to put on to attract the attention of new patients or new customers in general, but their knowledge is limited at best.

One of the biggest problems is that their sales persons are catering to the client (dental office) and that the client tells them what the offer should be.

If a dentist would know what the dental offer to attract good new patients should be, he would be doing very, very well indeed, and would have no worry of retiring early with pockets of money stashed away.

Dentists using coupons, flyers and any direct mailers, or mass mailers correctly for marketing, still find these dental direct marketing methods to be a great marketing addition – and the key word is “addition” – to a workable and profitable dental practice marketing strategy.

Dental Direct Marketing Failures: Here are a few major problems which makes flyers, coupons and direct mailers an ineffective marketing tool for dentists, despite the fact that they could be a very valuable addition to any marketing.

1. Doing ONLY one type of dental advertising alone will never bring you the patients you need. Yet many business owners like to put their eggs in one basket and thus engage in ONLY direct marketing and forget to supplement this coupon/flyer marketing method with other less expensive and more effective dental marketing methods.
2. Dentists forget that direct mailings, such as flyers and coupons are only an addition to a dental marketing strategy. But keep in mind by definition in any marketing strategy, ANY marketing step you take is an addition to whatever you are doing. Internet marketing, websites advertising, phone calling, sending letters, TV ads, radio ads, doing public relations activities etc- it does not matter. Your dental direct marketing needs to work synergistically with other marketing approaches – rather than just stand alone.
3. Direct marketing is actually advertising and it is short-lived – it does not leave a strong impression for the people who receive your advertising. The moment you stop advertising – your public will FORGET about you – you are just ‘an advertiser’.
4. Usually the business owner/healthcare professional is not doing enough flyers and coupons distribution at one shot. Yet to do more in quantity, he runs out of marketing budget and thus the whole campaign brought little to cure cash-flow problems.
5. The dentist, etc, is also not doing it long enough in short enough intervals. He stops too fast after there are “little” or no results.
6. Dentists usually have a bad or no “special offer”
7. Dentists many times have too many “special offers” on one flyer. Bad idea.
8. And here is a big one: not that the above 7 mistakes will not make the flyer or coupon pretty much un-workable, the coupon/flyer/penny saver insert, Valpak, or any other direct mailer for that much– any advertising ever produced by dentists – does NOT appeal to the emotion of the potential patient, does not show the “personal good side” of the dentist or local business owner. It’s all about “I am a good dentist” with maybe some great price offer – and that my friend, is not enough.
9. You do not differentiate yourself from other “similar” offers from other dentists. Your advertising about how you good you are as a dentist and what kind of equipment you have sounds similar to your competition and has no emotional impact.
10. Direct dental advertising is NOT enough anymore in a time where consumers are skeptical. Consumers/patients need to look for something else they can associate with and get a feeling of trust.

They are looking for a personal side they could relate to – maybe the doctor is doing things for the community beyond the expectation of his profession, maybe the doctor is helping children to have better moral values. They are looking for the HUMAN side of a professional doctor.

Dentistry – those patients do NOT understand, as they are not dentists. People having done good deeds in the community and portray a humane side, — this they can understand.

The flyer, coupon, direct mailers or any other marketing peace must show this ‘jolly-good-fellow’ side of the dentist etc .

In order to be able to show this emotional personal side as a community activist, you better have done some of it, and have done it in a way that it is embraced by the community at large.

Participating in the community is not difficult, nor is it time- consuming or expensive. Yet it will drastically increase NOT ONLY the response to your direct marketing, but it will also create the equivalent, but stronger impact, of patient referrals from people who have not even been in your practice.

Dental Direct Marketing Solutions:

The solution to flyers, coupon or direct marketing for new patients is to incorporate those advertising methods into a synergistic marketing strategy where the doctor could showcase his ‘humane’ side too.

We called this “Un-Advertising”

Other people seeing you DIFFERENTLY and REMEMBERING YOU without Advertising

Use FREE resources in your community that will market for you and thus you SAVE time and money — PLUS you can STICK OUT in your dental marketing message by appealing to the emotion of your public without using advertising!

You cannot expect that a flyer coupon etc will ever bring you enough new patients all by itself no matter how many you send out. (There are after all limitations to how many you can send – financially and also restricted by the number the ad company mails out in any given time. Never mind that there is absolutely no one way to reach all potential customers or new patients. Not all people look at the same newspaper, same flyers, TV, radio, etc.

You must, must use other dental marketing avenues in addition to dental direct mailing and/or coupon marketing.

And you must, must coordinate them otherwise you will simply waste your money again.

A war CANNOT be won without a coordinated strategy by using planes, ships, foot troops, spies, rockets, tanks, sharpshooters – and even generals to coordinate it all are needed.

Marketing your dental practice is a “war” and it is to be won rather easily using “Un-Advertising”.

Better than any dental direct marketing – here is why the Un-Advertising method – using other people’s time and money to market — is much more effective:

• It makes the whole community speak about you without using dental advertising. Once the community is “speaking about you” then the word of mouth cannot be stopped. Unlike regular dental advertising where the flow of new patients stops the minute you stop advertising, you now have an ongoing word-of-mouth campaign outside your practice!
• It gets you free media publicity. Imagine being featured in the news in radio, TV and newspapers for free!
• It is cheaper and less time-consuming than any dental direct marketing systems and thus you could do a lot!
• You do not have to self-promote as in traditional dental marketing. Other people tooting your horn brings not only more new patients, but better new patients – as it is more believed.
• When there are many “other people” (not only your patients) talking about you then the “I have heard about this dentist” effect becomes much more prevalent. Every marketing you do, including your current dental direct marketing, will get you more patients as your name is already a ‘household’ name.
• This synergistic marketing (Un-advertising) also includes the total – the absolute total domination — of the internet and/or Google search. Imagine being on the first page of Google 3 or 4 times – all these without using advertising or expensive dental website marketing!
• It attracts new patients from the internet without you ever needing to spend time typing at the computer!

Use Un-Advertising and see yourself DOMINATE the 1st page of Google with 4 -6 spots on that very 1st page and also on the 2nd page.

PLUS enjoy the popularity of the community leaders talking about you

PLUS have the news media (newspapers, radio and TV) reporting well about you for free – as an endorsement of your dental expertise and your good character, not an advertisement.

	CBS Channel 2 News: “They are all over the United States … it’s people helping people…”
	Dental Economics: “…integrates a more dentist-comfortable method for acquiring professional and patient referrals…”
	MD News: “…a unique way of reaching out to your patients without the traditional methods of advertising…”
	Dynamic Chiropractic: “…is virtually free. As it is a third-party endorsement, it is believable, unlike most ads.”
	Contact Lens Spectrum: “…bolsters the health of a practice…also vital for the prosperity of private healthcare professionals in the long run…”
	MD News “…gives physicians the ability to create a high level of public exposure…”

What Doctors Have Said:

“I have invested thousands of dollar in management consultants without getting significant improvement. From the time you started to help me, my statistics doubled up in new patients in the first month and tripled in three months.” – Dr Vraljal DC

“Since you started helping us, my practice has dramatically improved. I went from seeing an average of 12 new patients a month to seeing 60 new patients a month.” Dr Roy DDS

“I’ve had a chance to Google myself for many of the procedures you set up sites for. At this point the results are quite impressive and I’m on the first page of all but liposuction in one way or another. Very impressive since they just recently went up!!” – Dr Jeff MD

“This is with no doubt the most effective marketing strategy I have used!” – Dr Daniel DDS

Below: Doctors across the country using “Un-Advertising”

Dental Marketing Dilemma: How much does it cost you to see if a dental marketing strategy would work for you or not – PLUS the time that you need to spend to do it?

Yellow Pages: $500 to $1000 a month (you need a minimum 12 months commitment)

Print, newspapers, TV, radio etc: $700 and above each time. (you need to try it several times to see if it really works)

Postcards Mailing: 3000 pieces at $0.30 a piece- at least $900 (you need to send out at least 6-8 times or you might never see that it works)

Dental Website Search Engine Optimization: $500 to $1500 a month for only a few keywords to show up (maybe) on the first page and it takes at least 4-6 months for your web site to show on the first page.

Keep in mind that any one of the above dental advertising methods will stop working for you the moment you stop paying for them. There is no long term impact — no perpetual growth can ever be created with advertising alone.

Dental advertising will not bring you continuous referrals from the public sector who are not your patients yet.

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