Click here to enlarge imageI now put most of my marketing dollars into the Internet. I’ve removed my presence from the Yellow Pages, although in the beginning of my “blitz” I had a large Yellow Pages ad to further my name recognition in the area, which worked. Although I think that radio advertising is great, and I’ve done quite a bit of it, at this point I want to concentrate on attracting patients who are actively looking for a cosmetic dentist and are searching for one on the Internet.
I’ve traveled around the country signing up dentists and their staffs for my veneer course, the “Total Veneer Experience.” I talk to dentists from all over the world about porcelain veneers. It’s definitely my favorite topic! Virtually every dentist tells me that they do veneers in their practice, but when I ask them if they are doing as many as they would like, I get a unanimous, “No!” I like to call this phenomenon “all dressed up with nowhere to go.” What I mean is, what good is it to have all this knowledge and ability about veneers, yet not be able to fully use these talents because the patients aren’t there?
It seems that I’ve heard just about every excuse, from “My patients aren’t interested in that type of dentistry,” to “I don’t practice in that area,” to “My patients could never afford to pay for a smile makeover.” One of the best excuses I hear frequently is, “I don’t want my patients to think that I’m selling cosmetics to them. They won’t like it.” I have to laugh to myself when I hear these things, because as I’ve said, I have plenty of veneer cases to do without having to “sell” anything. In fact, prospective cosmetic patients actually seek me out because of the way I’ve marketed my practice. Because of all the media attention to cosmetics, from the TV show “Extreme Makeover” to all the stories in the Hollywood tabloids, porcelain veneer patients are plentiful; they are out there trying to find the right dentist to do the job.
I decided years ago that I wanted to be the “go to” dentist in my area for porcelain veneers and smile makeovers. Through trial and error, I believe I’ve achieved that goal. I now know that marketing a cosmetic dental practice is a sensitive process and should be done carefully and strategically. I’ve made my share of mistakes and blunders over the last five years. That’s why a big component of my veneer seminar is dedicated to marketing. While I spend part of the course lecturing on the clinical aspects of veneers, the majority of the two days deals with how to get the patients to your office, how to get them to say yes to the treatment, and how to get them to pay you up front. I realize that these are the topics most budding cosmetic dentists are eager to learn.
Although I believe that a great veneer prep is the foundation of the success I’ve had with smile makeovers (Thanks, Dr. Blaes!), and a great cosmetic lab is crucial (Thanks, David Block, of Aesthetic Porcelain Studios!), there is so much more involved in doing a consistent number of cases month after month. I spend a lot of my spare time thinking of different ways to market my skills, and have been successful at radio, television, print ads, DVDs, and good old networking. I recently formed an alliance with a well-respected plastic surgeon in town which we’ve trademarked “Body & Smile.” The surgeon and I constantly refer patients to each other. The possibilities are endless!
In conclusion, the past five years have been truly amazing. At an age when many of my peers are complaining of “burnout” and are looking for a way out, I’ve never been happier with dentistry and my practice. Every day is an adventure, and improving people’s lives by improving their smiles is genuinely rewarding. I recommend that any dentist reading this should seriously consider making porcelain veneers and smile makeovers a normal part of their reper
toire. My confidence and self-esteem are now sky-high because I made that fateful decision to become the cosmetic dentist I always dreamed of becoming!