Human interest meets good marketing in Portage, Michigan. According to an article on an article on MLive.com, a dentist is offering a $10 thousand smile makeover to a lucky first responder. From the article: “The winner must be able to provide verification of employment as a first responder during the COVID-19 pandemic, starting in December 2019. First responders include healthcare workers, law enforcement, firefighters, ambulance drivers or anyone else who can prove direct involvement in fighting the COVID-19 crisis, according to a press release.” And, the first responder has to be nominated by someone else which brings even more people into contact with the practice. Not only is this really good marketing for the practice, it humanizes the dentist and makes the practice more of a destination for higher-value cosmetic dentistry patients.
That’s not to take anything away from the worth of this offer; it speaks well for the dentist. And it’s outside-the-box thinking, which is something that dentists will almost certainly need this year and perhaps beyond.
What’s Your Emotional Appeal?
Elective dental treatment is almost always based on emotional as well as practical considerations. For instance, implants let people chew comfortably again and eat a wider variety of foods, but let’s not forget the positive impact on their smiles.
Cosmetic dentistry, at its base, is about self-confidence and self-esteem, although cosmetic procedures can also strengthen teeth and help prevent damage.
Since emotion is involved in dental decision-making by patients, your patient attraction efforts need to speak to those emotions. Emphasize the benefits to the patients of having restorative and/or cosmetic procedures done.
Talk less about you and your practice; your prospects don’t care where you went to dental school and can’t tell the difference between one post-doctoral program and another. Your patients and prospective patients are looking for improvement in their lives as the result of choosing you to solve their dental problems. That’s what you need to appeal to, and it’s time to think outside the box about how you’re going to accomplish it. And as they say these days, follow us for more practice growth tips.
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