What have you heard about the stock market lately? Does it make you want to buy or sell? Someone told you something and you had a very positive or negative feeling about your business, savings or investments. A lot of your reaction to the information was automatic and involuntary.

Choosing to proceed with recommended dental treatment is the same for the general consumer and your patients. They perceive (hear or see) things and too often react in a way counter to improving their dental health.

Claudia Walters, a dental office consultant, and I were discussing the process of interviewing potential dental practice job applicants. She works with dentists and dental offices to improve their hygiene production and streamline the overall practice environment.

Claudia had consulted with one of my clients and provided the dentist with forms and questions to increase the likelihood of finding and identifying the right team member to fill a new position in the office. We talked about how it can be difficult to determine who the right person is when 'human beings are involved' - because we do many things without even knowing we are doing them.

One of the things people who are hiring often do is talk too much. This creates an inaccurate impression of what really transpired in that interview. More times than not - the person hiring (that talked too much) thought it went well and then would hire the person in this cloud of unfocused perceptions.

Another part of this "study" involved avoiding eye contact. What they did was put three interviewers in a room – as well as the applicant. The interviewer who did look at the applicant did better in determining the best applicant. While not looking at the applicant would seem very rude (and not practical in most cases), it shows how we do things, which can greatly impact our lives and others, while barely noticing them.

As Jessica, a hygienist said to me recently during a dental team meeting via Skype video phone--80% of our communication is non-verbal. This means our brains use a lot of visual stimuli to understand the people we interact with as well as our surroundings.

To add another twist to the non-verbal dimension, our brains actually make up stuff, and this is for real. Basically, 10% of what we see is ‘filled in for us’ by our brains because of a tenth of a second gap between what we see and what our brains can communicate to us.

• Read this health/wellness article for more about the eye/brain connection.
• Check out another ‘eye popping’ effect that 'creates' our faulty perceptions.

This ten percent of the time lie we are telling ourselves means sticking with one communication approach is bound to fail on a regular basis for many consumers and patients. The time in the dental chair and the recall postcard just won’t cut it when all this is going on.

Of course, since dental care is ‘good for you’ everyone already is onboard, which makes marketing irrelevant. With ‘good’ on your side, the game is already over and you’ve won.

Anyway, back to reality – in a way. Ironically, if we did not "make up stuff" - we would be very confused - which I think is one of life’s strangest and most perplexing dichotomies. As a dental communication consultant, I work with these realities to inform dentists about the value achieved with consistent, persistent and comprehensive marketing. Without a higher level of communication, the value of their vocation is greatly diminished.

For dentists, the statement, “I guess I should do some marketing” – is about as problematic as the dental patient or general consumer saying, “I guess I should take care of my teeth.” More importantly, dentists who are not marketing (which is basically planned, proactive and often public communication) are really saying, “Ignorance is a land I like to work live, work and practice in”.

While some marketers can abuse the human condition and scam up the landscape with their less-than-ethical advertising strategies, dental practices that sit on the sidelines and wait for the phone to ring are also sliding down an ethical slippery slope. The patient stays in their shell of ignorance and denial, as the non-communicative dentist abdicates their do-no-harm responsibility.

Consumers and patients will continue to delay regular care and refuse needed but ‘out of pocket dental treatment’ as long as dentists continue to avoid their communication role. The level of communication needs to be enhanced to overcome the human obstacles and the economic situation. The dental chair conversion is a very risky bet especially in this environment.

Sadly, too many dentists are stuck in the same mud the consumer is about value. Bowing to the insurance companies who have set a limit on a person’s need for a more comprehensive solution. “But they expect their dental insurance company to pay for it all of it or they won’t proceed!” Why is this? Because dentists that say things like that have not consistently, persistently and publicly exposed the consumer to the benefits of better dentistry.

Consumers and many patients still live in the world their brains have put them in. There is not enough good dental marketing to overcome the reality of past experiences and insurance company generic dentistry complicity. Obviously, one dentist cannot change a society. But one dentist can change the perception of 3, 5, or 10 more people per month.

There is no reason for over treatment and aggressive selling tactics when you look at the reality of dental health in our society. The average for complete tooth loss by age 65 in the USA is 21%. What else can be said except, “Shame on dentists for not marketing!”

Whether it is…

• The visual stimuli of a unique dental logo
• An attractive postcard showcasing the value of restorative/cosmetic dentistry treatments
• An online PR press releases about Invisalign braces or smile makeover veneers
• Or a practice website promoting dental implants

It is not that difficult to change perceptions about the value of advanced dental care today as long as specific steps are taken.

The approach is without going in an unethical direction. Tell people the truth and be upfront about costs – but do it in creative and realistic way that promotes change. Recognize that the brain likes to stay where it is at and believe in the easiest answers. To overcome this reality, dental offices need to be engaged in internal communication and public marketing that is consistent, persistent, assertive, and proactive.

This dental marketing does not demean, disrespect, or denigrate their current situation or understanding of dentistry. It is friendly and helpful as well as exciting. It takes the high road without forgetting how human beings avoid, challenge and deflect new ideas and their own failings.

Dental Marketing Coaching Blog Conclusion

This is not about us (dentists/marketers) versus them (consumers/patients); it is us (all parties involved) versus us (all parties involved). Marketers and dentists also have these same failings and blind spots of ignorance in areas of our business. These are often hard to climb out of because of the deep (way we have always done it) ruts we have dug over the years.

Too many dentists do little marketing because they are wary of the results promoted, costs involved and the tactics used. Coincidentally, those are the same feelings, objections and perceptions many patients and consumers have (with 50% of them not going to the dentist regularly) about dental care.

No matter what your view is on either subject, communication is what drives us all to act positively or negatively. Speaking little in fewer places is hardly the antidote. It is time to access a higher level of communication. Start dental marketing with a mission to change the dental care reality!

Article/Blog by Dick Chwalek

Dental Marketing Coach and Dentistry Communication Consultant