A dentist, is a dentist, is a dentist, right?
Of course not. I don't believe that, but you'd be hard pressed to argue if all you had to go by was their marketing.
One of the problems we all face when it comes to attracting customers (or patients) is that, without effective marketing, we all look the same. One accountant looks like another, one lawyer like another, one marketing guy looks like the next.
When we don't do a good job telling our story, then the only way a patient can make a decision is price, convenience, and\or referral.
Most dentists will tell you that the majority of their new patients come to them via word of mouth (no pun intended). When was the last time your dentist asked you for a referral, told you who their ideal patient was, or otherwise made it easy for you to refer new people to the practice.
Perusing the yellow pages and web sites of dentists in my area, I find very little information to help me make my decision about which dentist is right for me. Here is my favorite ad (there are several like this), I've removed the identifying info to protect the innocent(?).
Mr Dentist
Friendly, helpful staff
Major Credit Cards accepted
Nitrous Oxide
(913) 555 - 5555
Advertising is often called "your salesman in print". How would you feel after receiving a pitch like that?
To be fair, I did see some examples of practices that did a good job of communicating their Core Difference. Here are two:
- "Same Day Dentures and Denture Repair" - got it, I know why I would call them or who I would refer to them.
- "Toothache Centre ... emergency care" - makes me think I won't have to wait days or weeks to get in, a perception I have about "regular" dentists.
But, for the most part, the marketing I saw told me, "Yep, we're a dentist office, we are very friendly, and we have several ways to take your money. Give us a call".
So, Kansas City area dentists, what do your patients friends hear when they ask, "what makes your dentist different?"
[By the way, I know it sounds like I'm picking on dentists in this post, but I find that most professionals suffer from the same issues]
