Branding, Logos, Design: Standing Out In the Crowd Peering In OR Outstanding Among Peers, Your Audience, Patients
Standing Out in the Crowd, Peering at the Ground OR Outstanding Among Peers, Standing in Front of Your Audience, Peering Towards The Future? Unfortunately, many dentists and dental consumers get stuck, review their navel lint excises, wait too long to gain the advantage, look for change on the pavement and generally wait around for ‘someday' to arrive.
If you're a dentist who regularly presents more comprehensive restorative and/or aesthetic smile makeovers (or cosmetic dentistry of any kind), you know what I mean. Patients are intimidated, overwhelmed by the data presented, and/or taken aback by the scope of what needs to be done. Yet, this type of stalling tactic shows up during the dental branding process or is why it never quite gets underway (barely a thought, let alone a phone call).
In the case of dental patients, they get free whitening and one tooth crowned or maybe even go as far as having veneers placed on the front four teeth, but often need more than the ‘insurance maximum/just-get-by' level of dentistry, and just stop at that point, indefinitely. This stall or dive into the who knows where can be for some ‘unknown' reason or because of a ‘half serious' detour from reason.
To See all Blog FEEDS for Niche Dental, below…
This article is an expanded, public version of U. of Minnesota School of Dentistry dental student presentation, set for Mid November in Minneapolis. The seminar and lunch is hosted by the Northern Dental Alliance, which Niche Dental, owner Dick Chwalek, a communication consultant, dentist marketing coach is a member.
What can, should a new dentist do, and think about in the first years of practice as to dental marketing?
While it may be some years before even a senior student will purchase or build their own practice, hands-on knowledge about, and appreciation for, marketing should be built from the start. Even as an associate dentist, it will be beneficial to help the practice owner develop their presence in the market.
Are you on Twitter yet?
Well, there are great reasons to join. While Niche Dental Morning Memo-ohs may not be one of those reasons in not so obvious ways, this dentist marketing coach, consultant implores you to implement it as your regular constitutional documentation, weekday morning exploratory coffee enigma.
The fun of it all is the first clue that must given you... ;-)
> Consumer dentistry communication ineffectiveness is symptomatic of (but not limited to) the following...
- Many dentists are 'trailing behind' a major 'competitor' or 'competitors' in the community.
- If too many current patients of dentists above and most dentists delaying their dental care
- When nearly 50% of the public is not going to a dentist on a regular basis
Take a leadership role;
Collaborate with a communication expert who can help!
Case Study Examples from Niche Dental
Dentists: Change. Change. Change the Dynamic!
This Niche Dental video, featuring my dentist client's testimonial as well as Direct Mail Expert, Oli Gonsalves, shows dentists why CHANGE is needed, and what DYNAMIC Change can do.
The video shows the reality of putting the ‘best pieces’ together for my client (and a dentist like you) to generate actual, positive results...
Video In 2nd Frame;
In this video presentation, Dentist, Brian Klym, Results Expert, Oliver Gonsalves, and Dental Consultant, Dick Chwalek explain the value of direct mail (postcards) in the success of his dental office, going on three years.
CLICK following Image to Start Video…
- with Dental Marketing Consultant, Dick Chwalek
- & Results Expert, Oli Gonsalves.
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 CommunicationÂ© 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 following dental marketing blog/article is formatted & written in a style that may challenge readers who are partial to concise and self contained concepts.
The point I am making requires a discerning rethinking of dental care ‘communication. Unpacking the dental care prioritization riddle is NOT found in “Secret” Dental Marketing Reports!
And, why would anyone hide a solution from dentists, which would help improve dental health in their community?
33 NEW Dental Patients Per Month Average…
With Connective Communication.
Complexity Simplified 4Success!
No Gimmicks. No Pressure. Just Real Healthy Marketing!
This dental marketing article, which I wrote in 2004 and posted on NicheAgency.com - now NicheDental.com – was originally titled, “Marketing To Every Potential Dental Patient Cheaply: Is that Right for You?”
Part One of my two part Rant Redux after...
I have updated my commentary somewhat - but mostly am interested in showing you how little has changed. Communication is communication is communication. Technology and the Internet - for the most part - just add another route to make it happen. They do little to 'change us' unless the heat is actually turned up in a specific area. Whiz bang does not magically make concepts like dentistry more understood and valued by the consumer without diligent, focused attention. While similar to a previous rant – I had not looked at this article for a few years.
Market 2 ALL Potential Patients Cheaply: Right 4 You?
Niche Dental marketing consulting stands out because most other dental marketing is centered on contacting every possible dentistry patient.
While there are a number of dental practices that can benefit from this shotgun approach, Niche Dental sees your image as specific to a target group of consumers. Our communication approach is to hit a bull's eye not pepper everyone with a generic "dentistry" message.
The perfect dental marketing is cheap (almost nothing) and easy (works with little thought put into it). Much like good, lasting and healthy relationships. What were the qualities of your perfect match?
Coincidentally, I read in USA Today recently that the most used search phrase on Match.com is "cheap and easy". There you have it - confirmation you need to stay in the zone of missed opportunities.
Wake up... Wake up! Back to reality dude.
> Maybe Cheap and Easy; is neither great (or even good) dental marketing or words attributable to Match.com.
- A Primer By Dick Chwalek, NicheDental.com
Efficiently Reduce Campaign Planning Complexity – Part III
Dental offices are like most small businesses: always looking for efficiencies. Problems occur when ‘less expensive’ in and of itself equates to a ‘successful’ purchase.
While comparing dentistry to ‘marketing’ is fraught with potential analogy weaknesses, it is reasonable to contrast dentistry with the complexities of human communication.
The three areas of Connective CommunicationÂ© (improvers, gatherers & creators) give the dentist and dental office owner the ability to look objectively at where their marketing budget should be allocated.
Effectively Divide & ‘Divine’ – Part II
The Marketing π Formula Connective CommunicationÂ© creates a context and a filter (strategy) for separating complexity from simplicity. While there will always be dentists who will want to do it themselves with some portion of them being successful, the law of advertising development gravity is still in effect: the limits of time and marketing experience/awareness.
Time to accomplish all the tasks (which have not magically disappeared because of the web) and time to simply think about strategy is required. Additionally, the value of communication and dental marketing experience and expertise will always have value.
Marketing IS communication. Communication makes things work. Nothing occurs in our society or changes our approach to living without a heavy dose of communication. Dental patients, dentists, and dentistry practices all work (or don't) with gears greased by communication and the 'marketing' surrounding it.
Of course, our brains are always there to mess things up. The mind easily falls into stereotypes. The cerebellum will often travel down the rabbit hole of wackiness. Our prehistoric noggin presets can and will, without warning, leap over the logic wall. Therefore, we need to take the time to strategize rather than merely let our evolutionary senses propose pre-programmed reactions.
The main services I offer are Dentist Marketing Coaching And Advanced Dental Communication Consulting. While many dentists will go the do-it-yourself marketing route or purchase a system (like Yellow Pages and its modern equivalents), I provide a different structure to create success for my dentistry clients.
My consultancy structure helps dentists avoid common marketing mistakes as well as understand what is best for THEM, and ultimately make THEM better marketers. An important element of consulting is its comprehensive stance and its close association with the client's goals rather than selling a product.
When selling a specific product or one type of service, it is extremely difficult to avoid conflict of interest. While nothing is wrong with selling a product or a system (which is mostly preplanned and has few customizable options), it becomes problematic when it really does not have much value to you.
An example is a very 'exciting new advertising idea' that has significant potential, but only for those who come in with the 'right basis’ for success. The seller's viewpoint is obscured by the success others have had and is not positioned to evaluate your 'readiness' for the service or product.
Patient Communication Systems
Keep in touch. Stay connected. Communicate for success: yours and your patients. Online dental practice communication systems are all the rage. The dentistry marketing secret you will only hear here. Listen close... They work!
Oh yah, most communication works. Is online any better? In some ways, maybe. The lack of conversing with your patients is what does not work. Internet and cell phone based communication is just how many people get information now. Humans need communication to do anything. Technology adds a digital layer to it.
What can dentists do to improve new patient development and case acceptance in this environment?
Niche Dental provides the answers with a suite of dental marketing coaching and consulting services...
Dental Practices have two goals: serving their patients and making money. Dentists not making money will not be able to serve patients. Everything stops without the dollars. Dental logos, no matter how artistically pleasing, are not cash machines. Dental branding on the other hand can be your PIN number to success.
Maybe you have asked yourself this question: Do I really need a logo? Actually, no dental practice needs a logo. Yet every business needs a brand.
The right dental brand helps the consumer make faster, more accurate decisions:
I get done speaking about dental marketing at a convention seminar in Las Vegas. As I put away my materials, I heard a few doctors talking about dentistry. This would have been totally expected if it were other dentists. Except it was a group of eye doctors.
Consumers want what you offer, every bit of it. But that is the problem. There is too much “every” so nothing develops deep value. Narrowing your dental expertise to a niche makes it much easier for them to “want more of it––now”.