Dental Practice Marketing and Branding

Marketing the Dental Practice Brand Exposure

• Internal marketing involves using techniques within the practice to keep established and new patients active and motivate them to become enthusiastic referral sources.
• External marketing involves using various media to attract people outside the patient base into the practice.

Internal Marketing Techniques

• Patient-centered approach: focus on patient needs and concerns, provide a personal touch, and explain procedures to patients.
• Communication skills: explain and discuss procedures to patients.
• High-Tech or High-Touch Trend: stress personal service and a caring attitude in addition to the latest dental technology.
• Information-based Society: provide accurate information on dental health to patients.
• Patient-education about oral health.

Patient Perception

• Perception is reality in marketing.
• Patient's perception of quality may be different from their dentist's perception.
• Quality to patients may be reflected in the cleanliness of the office, professionalism of the dentist and staff, and willingness to discuss oral health problems.

Dental Office Personnel Management

• Dental office personnel are the most vital ingredient in any practice-building program.
• The most important asset is the support of the staff.
• It is indispensable to utilize auxiliary personnel for quantitative and qualitative dental service.
• Reasons why dentists hire dental auxiliaries include:
  • Saving the dentist from non-dental functions.
  • Giving the dentist more time for financial management.
  • Generating gainful employment to others.

Dental Auxiliaries

• Chairside Assistant:
  • Provides direct assistance to the dentist.
  • Maintains cleanliness and neatness of the operatories.
  • Familiar with general responsibilities of the receptionist.
• Receptionist:
  • Coordinates all office activities for efficient scheduling of patients.
  • Familiarity with operatory procedures.
  • Capable of assisting in operatory procedures in the absence of the dental assistant.
• Dental Hygienist:
  • Pursuant to Republic Act No. 768 (Dental Hygienist Law).
  • Duties include dental prophylaxis, patient education, routine application of fluoride, record case histories, and chart conditions of the oral cavity.
• Dental Technician:
  • Engaged in the mechanical construction of artificial dentures and other oral devices.
  • None of the procedures are done inside the mouth of the patient.

Legal Requirements Relevant to Employees

• Provide compensation (monthly salary, itemized salary deductions, commissions).
• Provide SSS coverage (mandatory).
• Provide Medicare.
• Provide 13th month pay.
• Provide Christmas bonus.
• Provide incentives and fringe benefits (free uniforms, accident insurance, vacation leave with pay, paid continuing education courses, retirement program, salary increases, free lunch, and snacks).

The Dentist-Patient Relationship

• A relationship-driven practice is the most important element from the core elements of practice building.
• The impact of first impressions on patient acquisition and revenue: first impression of patients in the office will determine their opinion of the dentist before they even meet him.
• Personality matters: proper attire, grooming, appearance, and body language.
• Do you know the lifetime value of a new dental patient?
• Practice takes on "personalities" of their own and this personality should coincide with the general characteristics of the patient base.

Patient Personality Profile

• Educate the patient about their individual oral health needs and motivate them to accept and pay for needed treatment.
• Pay attention to the personality traits of the patient as soon as they enter the clinic.
• Tailor the case presentation to the individual needs and expectations of the patient.

Issues on Building Case Presentations

• Professional disagreements or opinions: difference of opinion should be supported by good reasons thoroughly explained to the patient who decides on their own case.
• Disagreeable patients: the dentist is morally obliged to ask the patient to politely seek dental care elsewhere if the character of the patient is offensively disagreeable.

External Marketing

• A way of promoting or advertising your profession using various types of media.
• Ways to implement a successful dental campaign:
  • Goal setting: what do you want to accomplish?
  • Research: gather data on your market, analyze your colleagues, and find your unique qualities.
  • Subtle ways to advertise without cost: accept speaking engagements, attend social functions, and accept interviews and talk show invitations.