From Beginning to Success! A Client Story: Dentist Brian Klym - Direct Mail :: Niche Dental :: Integrated Dental Communication Consulting

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From Beginning to Success! A Client Story: Dentist Brian Klym - Direct Mail

Posted by niche on Jun 13, 2011

with Dental Marketing Consultant, Dick Chwalek

Results

Expert, Oli Gonsalves

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Since late summer 2008, Dick Chwalek of Niche Dental has been working with Dr. Brian a Klym, a dentist in northwest Michigan.

While Michigan is ranked fifth in unemployment, the Connective Communication^© System developed by Mr. Chwalek (and fully deployed in Dr. Klym’s case) was able to overcome what is the perception by most people and reality for many dentists: which it is very difficult if not impossible to gain much or any ground in a tough economy especially if it is dentistry since no one likes going to the dentist, etc.

How was this possible? Is Dr. Klym’s situation a fluke? Is Traverse City so much different than every other town in Michigan let alone the rest of the country?

The previous questions (and others dentists have about the value and the need for marketing) will be answered in various ways below, in this video and other videos presented now, in the future and previously.

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To begin, most dental marketing is like bloodletting compared to Connective Communication^©. Hyperbole to compare anything to this medical treatment that began in 1st century?

Sure...

But not much of an exaggeration. Ever heard the saying: Insanity is doing the same thing over and over again but expecting different results? And also thinking it was Albert Einstein who said it, which makes it sound more profound–when it was actually Rita Mae Brown?

Getting stuck in a rut of misattributing reality to someone or something that is actually not working is what stalls change and inhibits success. Excuses such as downturns or it is a ‘tough place’ to practice dentistry because of too many dentists or patients who can’t/won’t pay for it -- are often used to cover up what would be average results or worse when the ‘evidence to back the excuses up’ no longer was in play.

The perfect situation (growing area and/or new practice), the selling machine (Oprah/Donald Trump dentists) and the ‘everything went my way dentist’ are usually the only exception to the ‘average or worse’ rule. The other one is sometimes the ‘dentist who gets it’ about marketing: need for consistency, regular upgrades/improvement and ‘knowing’ their audience.

However, with all of those profiles of ‘successful’ dentists, there is usually a fissure in the foundation of their dental marketing strategies, implementation methods and/or a marketing type/product favoritism/narrowness.

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Dentists expect their patients to brush, floss and see them regularly for exams, fluoride, restorative treatments, oral cancer screenings and other vital, preventive services...

A dental patient picking and choosing their favorite services, being partially compliant with their home care, crowning their own teeth, going to the dentists office only when they wanted or using their own dental laboratory–would be frowned upon by nearly all dentists. And, most patients who choose this method would often end up with mostly gummy frowns as well.

Yet, dentists will often deploy and value dental marketing in the same way: half masted.

Dentists Who Raise Marketing Flag Just Far Enough (DWRMFJFE) using the “get my patients from referrals” old song and fogey dance) to save money for ‘continuing education never to be used effectively’ because few patients will accept a higher level of dentistry if communication is almost non-existent.
Doing Marketing Themselves (DMT) because they have the control to make sure no one knows how much they suck at marketing in real life...
Following Latest Marketing Trend Down Rabbit Hole (FLMTDRH) ‘because it is so cool and all the other dentists are doing it’ – which means a crowded field of technology gawkers but not enough new patients to spread around town.

Kinda Harsh? Of course, but what if dentists did marketing in a way that actually worked helped them, their dental patients and the entire community/nation/world?

Over the top? Sure... Or is it?

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Connective Communication^© is NOT about Promotions out the WA zoo, ‘FREE this–HALF OFF that’ or cranking up other marketing shlock to ‘get’ new patients (but does involve similar elements).

What it IS about: creating a platform for effectively launching the ‘same’ marketing tried and trues and new way too cools we all know with a twist of knowledge about why/how/when actual people make decisions about DENTISTRY!

There is nothing new under the sun except for what is NEW–not marketing that is: set up to replay average to more failure or creating a system specific to ‘dental minded consumers’ not McDonald’s, insurance company, dental marketer benefiting type consumers

Connective Communication ^© pulls dental offices out of the stuck in the mind insanity of hit head against wall till marbles fall, dentists can cash them in for new patient in a perpetual stall and eventual rigor mortis revenue pall spiral.

The video “From Beginning to Success!” provides a summation Niche Dental Dick Chwalek’s of worked with Dr. Brian Klym starting in August 2008 (till present -- video release June 2011) to develop a completely deployed Connective Communication ^© system and approach. Dr. Klym, a dentist from Traverse City Michigan.

This video (6:30min) also reviews the connective and vital Direct Mail element with the help of Results Expert Oliver Gonsalves, who, among his other responsibilities, is the Niche Dental Client Liaison. Oli brings explains the value of teamwork of client & consultant - and consistent marketing with postcards.

Dental postcards marketing is able to achieve powerful results when used as part of the ‘Create, Gather, Improve’ Connective Communication^©approach. Separately postcards have a decent but stilted effect.

The initial impact is unique and effective, yet is short-lived because postcards and any direct mail is a one-time event for most consumers. With Connective Communication^©, postcards are given an extended life and make every other marketing piece/vehicle (external, web, online...) two and three times+ more valuable and effective.

Imagine one postcard doing the work of three or more! Stop thinking spending every dime you have on postcards OUT The Washington Zoo (WA Zoo for short). Connective Communication^© actually requires fewer postcards in quantity but enhanced in quality and mailed consistently Without FAIL or END!

Consumers are making decisions ALL the TIME - not just when dentists have a SLOW few Months, which means a slow six to nine months or MORE! Dr. Klym addresses this specific point - how doing Nothing now means MORE nothing into the future.

NOTE: the Connective Communication^© System takes advantage of the missing ‘Availability’ new dental patient group to make it possible.