It’s not a stretch to think of general practice dentists as primary health-care providers. When it comes to choosing a primary care physician, most people opt for someone who’s reasonably close to their home and has office hours that fit their needs. With just those two criteria, there are probably any number of primary care physicians in a given market that qualify.
But there are two exceptions to that rule. One is when people have a word-of-mouth referral from a trusted friend or associate, and the other is when that primary care physician has some expertise in a particular area of health.
While that expertise may not bring in a lot of new patients in a large market, it can serve as a significant draw for doctors in small markets, a model that can serve single-dentist practices well. First, encourage word-of-mouth referrals, which you should be doing anyway, and second, develop an interest area that sets you apart from your competitors.
What would you like to do more of?
That question may have triggered an “aha!” moment, or it may require some thought before you can answer it definitively. But there is something that you want to do more of, and it’s your key to differentiating yourself and your practice from competitors in the minds of your prospects.
Here are just a few examples: implant restorations, minor cosmetic dentistry, teeth whitening, same-day crowns, and dentures. But you may have something else in mind.
It’s ideal if your area of focus attracts high-case-value patients, but it’s not absolutely essential. There are quite a few general practice dentists who would be more than happy with an uptick in new patients of any type. The key to success with either low-value or high-value cases is to engender loyalty to your practice following the first visit. The long-term relationship with patients who are loyal for many years will serve you well during lean times and enrich your practice during good times.
You can’t advertise your way to distinction
When you set out to create one or more points of differentiation between you and your competitors, you’re essentially recreating your brand. You’re rebranding yourself as the go-to dentist for [insert-procedure-name-here] in the area.
Getting the word out to dental prospects through advertising is fairly easy. But convincing your prospects is another matter. You’ll need to provide reasons for them to believe that you and your practice are who you say you are.
Since so many people begin their search for a dentist online, online—on your website, your social media, and in your patient testimonial videos—is where people should be able to find the reasons they should choose you. Every aspect of your online marketing must convey the impression that you’re the only logical choice for the patients you want to attract.
Also, people do business with people they like and trust. Your marketing has to emphasize the experience that patients can expect in your practice. Remember that in most markets, dental patients have many choices. Yours must at least meet, and preferably surpass, what your competitors have to offer.
That may mean adding additional amenities such as a beverage bar, flat-screen TVs in operatories, or warm blankets. It might entail extending your service hours on some days to better accommodate patients’ schedules.
Yes, it’s a lot of work
If you’re already reasonably busy treating patients each day, you’re probably thinking, “I couldn’t possibly find the time to do everything you described.” You’d almost certainly be right. There are relatively few dentists with the desire, talent, and time to handle the content-intensive side of becoming the go-to dentist in a particular area. You’ll need website revisions, blog posts, informational articles on specific dental problems to email to the right prospects, a strong social media presence, reputation management for online reviews, and so on. Truthfully, doing all that doesn’t directly make you a dime.
You make money by seeing patients and solving their dental problems. That’s what you went to dental school for and hopefully it’s what you love to do. But attracting specific types of cases will boost your collections and grow your practice.
Unless you have a burning desire to do your own marketing, it would be wise to retain the services of a reputable dental marketing firm. Becoming a dental destination for prospects—the go-to dentist—requires a different kind of practice marketing than what you’re probably used to. The learning curve can be steep, and your time is better spent doing what makes you money.
General practice dentists in most markets face a lot of competition. If you’re one of them, give yourself an edge over your competitors by giving potential patients strong reasons to choose you.
Reference
1. Munson B, Vujicic M. Number of practicing dentists per capita in the United States will grow steadily. American Dental Association website. http://www.ada.org/~/media/ADA/Science%20and%20Research/HPI/Files/HPIBrief_0616_1.pdf. Published June 17, 2016. Accessed January 25, 2018.
Colin Receveur, a nationally recognized dental marketing expert and speaker, is the author of several best-selling books on internet marketing, including the recently released, The Four Horsemen of Dentistry: Survival Strategies for the Private Dental Practice Under Siege. His company, SmartBox, helps more than 550 dentists on three continents get more patients, more profits, and more freedom. Contact him at [email protected].
