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.

PART ONE

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 Communication^© (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 & ‘Devine’ – Part II 

The Marketing π Formula Connective Communication^© 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.

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”.