I am not really interested in money-off dental marketing concepts. While they can 'actually work' for many consumers, it has many counterproductive elements. I mean, who doesn't want to save a dollar or two? Unfortunately, this diversionary focus on cost means little else is being effectively communicated to the dental consumer.

After viewing four or five coupons on a dental flyer with BOLD lettering and lots of dollar signs ($500 OFF!), what else is the consumer going to remember about it? When buying garbage bags and gas, focusing on price makes a lot of sense. These are simplistic items and easily made decisions. They are ‘commodities’ of short-term value.

Dentistry is complex and always on the periphery of the consumers’ understanding so even intelligent and upscale people are often in the dark. Piling discounts on a complex service like dental care puts the learning curve on a slippery slope. It also stagnates the value of your dental expertise (or worse). For example, if the barbershop is doing coupons for haircuts AND dentists are also doing coupons for a some hair-raising procedure – is there any reason for the consumer to believe dentistry has changed much since the day when the two (hair removing and hair-raising procedures) were both under one roof?

Okay, the barber/dentist comparison is a bit of a groaner, but there is reason for concern… Maybe giving money-off is good for the lower income person who might not go to the dentist without a ‘cheaper’ version? Yet, many of these offers are for the new dental patient, which means the lower income person is often out of luck in the next round. Then patients are jumping from one deal to the next and the dentist is only providing another lily pad band-aid, not a real dental care home.

Another not-so positive way ‘it works’ is to draw in the price-conscious person—who believes in dentistry – but will wait for a ‘deal’ before they do anything. The hope here is that these patients will become better dental consumers once the practice and its team mesmerize them. It works for some dentists more than others and but mostly on the fringes. Plus it is NOT what most consumers would expect from a ‘doctor’s’ office—discount bypasses, this week only!

Businesses that know exactly who they want as a clientele, speak directly to those consumers. Dentists who want patients who will stay in the practice--but market to the discount group--will find it difficult to upgrade care to those consumers. Dentists with selling prowess will do better when starting with the discount crowd, but why put start with a deficit when it can be avoided. The dental marketing (or communication) dilemma is: how do you attract new patients without hammering the discount angle?

One thing to realize is that patients and consumers only get scraps of information during the dental visit. The dentist or dental team member presents a lot of it verbally. The dental appointment is not the best environment for absorbing complex ideas. If most of it is verbal, then 'in one ear and out the other' is usually the effect achieved.

If discounts are all they are seeing outside of the dental visit, then their concept of dentistry is not unlike the dollar store perspective. If it is not CHEAP or on SALE, it is overpriced!

With most dental marketing campaigns there usually is nothing coming their way that builds value. Once in a while a small percentage will see an ostentatious dental ad in an upscale city magazine or some dental technology news blip. The advertisements and messages have nothing in depth or value building besides cool technology or Hollywood smile makeover concepts, which an even smaller number of people will relate to. This improves advanced dentistry’s value around the edges, but for most it is pushed out into the realm of expensive, elective and extra.

While promoting advanced treatments like Lumineers veneers, Invisalign, and Zoom whitening has its place in dentistry advertising and smile makeovers can be increased even in a tough economy, the ‘middle-class value’ concept is missing from public view. A few dental office websites present a deeper look into value, but most still figure every visitor wants a quick advertisement not a good reason to expect more from their dentist and dentistry.

Where are the dental practice websites that grab the consumers’ attention while at the same time presenting more reasons to go the comprehensive route? If online dentistry advertising is mostly about getting the phone to ring, the highest level of dental care will continue to be what their insurance covers. DMO, PPO HMO, Delta Dental, Blue Cross, Aetna and other insurances still have a place in dentistry. But that place is a dental rebate issuer not a clinical best-practices arbiter.

Consumers need enhanced communication to see the light of comprehensive value—that paying more obtains for them. Develop connective presentations of advanced dentistry and why it makes sense even if it cost more. This is different than simplistic cosmetic dentist advertising and call to action dental marketing concepts.

Imagine a high-level dental laboratory having the same relationship consumers have with most dentists and dental offices. The aesthetic lab only half understands what is expected of them. They give ‘dental insurance quality’ cosmetic dentistry results for the big time smile makeover case the dentist sends them. Or it is like the dentist that wants superior results without knowing what $50 or $500 pays for at this lab. "So what if the lab techs have extra training, I want a very cheap price!" "Who cares if the dental lab takes their time to do it right, I need low prices."

The consumer has been given few details about comprehensive, quality dentistry and most dental advertising is throwing a diverse menu of price discounts at them. Then the restorative and cosmetic dentist tries to upgrade their dental care, but expects to be paid more than their coverage allows. What goes around comes around.

No wonder dental insurance is still a huge crutch for most consumers. They want more for nothing – and by focusing too much on discounts or letting insurance ride roughshod over your smile makeover recommendations only perpetuates the problem.

Hammering your neighborhood with dental postcards can get the phones ringing off the hook, but to avoid developing a cadre of value ignorant, price-hopping patients your marketing and dental website need to do more than agitate their traditional dentistry perceptions. To attract value conscious consumers and fully utilize your expertise, present them with concepts that dig deeper into value of comprehensive, advanced dentistry. Get beyond cleaning visits, basic exams, and teeth whitening.

Show them specific reasons why they should upgrade their dental care. Present cosmetic dentistry and smile makeovers patients with written and video testimonials so they know real people (just like them) are paying more for dentistry. Show them how things have changed - even restoring one or two teeth. Showcase the importance of moving beyond their dental insurance parameters. Rather than worrying so much about insurance reliance, create a larger perspective and make the value of comprehensive, advanced dentistry the focal point.

By preparing the consumer before they arrive at the practice with proactive dental advertising and value building content on your practice website, you won’t overwhelm new patients. Remove sticker shock from your smile consultation and treatment plan presentations. Steer them away from lowest common denominator dental care. Start pre-improving case acceptance instead with better advertising and marketing strategies.

Placing a RED TAG discount on your dental expertise dulls the consumer’s mind and gives them a reason to reduce the value of your dentistry. The consumer deserves to know more about how a comprehensive dentistry solution can positively improve their lives.

Don’t discard your expertise into the Lowest Common Denominator dental care dumpster. Develop a dental marketing strategy that takes your dental practice into the 21st century.

Marketing Commentary by Dick Chwalek - Niche Dental President

Dental Communication Coach and Dentistry Marketing Consultant