Dental Practice Marketing and Branding

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Questions and Answers

What is the primary objective of internal marketing in a dental practice?

To develop new dental materials and technologies

To attract patients outside the patient base

To reduce the number of patients visiting the practice

To motivate established and new patients to become enthusiastic referral sources (correct)

What is essential for a dentist to identify in order to effectively market their practice?

The best distribution channels for dental services

The patient's needs and concerns (correct)

The most effective pricing strategies

The latest dental technologies

What is one of the trends that dentists must recognize to implement an internal marketing program?

The benefits of outsourcing marketing activities

The importance of high-tech equipment

The need for self-help improvement (correct)

The significance of reducing patient wait times

What is an example of a marketing activity that relates the seller to the buyer in a dental practice?

Using signboards and calling cards Signup and view all the answers

What is a key aspect of patient-centered internal marketing in a dental practice?

Focusing on personal touch and communication skills Signup and view all the answers

What is the primary reason for making a good first impression on patients in the office?

To create a positive opinion of the dentist before meeting them Signup and view all the answers

What aspect of a dentist's appearance shows respect for patients?

Taking care of personal appearance Signup and view all the answers

What is the purpose of profiling a community by ordering a demographic study?

To create an environment that appeals to the target patient base Signup and view all the answers

Why is it essential to determine the type of patients a practice wants to treat?

To develop an effective internal marketing program Signup and view all the answers

What is the goal of creating an environment that appeals to the target patient base?

To attract patients who are a good fit for the practice Signup and view all the answers

What is the primary role of a dental hygienist, as defined by the Dental Hygienist Law?

To perform dental prophylaxis, patient education, and apply fluoride to patients Signup and view all the answers

What is the most vital ingredient in any practice-building program?

The support of the dental staff Signup and view all the answers

What is the primary responsibility of a chairside assistant?

To provide direct assistance to the dentist during treatment Signup and view all the answers

What is the purpose of hiring dental auxiliaries, according to the text?

To save the dentist from doing non-dental functions Signup and view all the answers

What is essential for a dentist to consider when building a relationship-driven practice?

The patient's perception of quality Signup and view all the answers

What is the primary aim of setting goals in a dental marketing campaign?

To determine what you want to accomplish with your marketing efforts Signup and view all the answers

What is the essence of competition in dental marketing?

Providing something different and doing it better than competitors Signup and view all the answers

What is a crucial step in creating an effective dental marketing campaign?

Gathering data on your target market segment Signup and view all the answers

What is a way to advertise a dental practice without cost?

Accepting speaking engagements and attending social functions Signup and view all the answers

What is the primary benefit of identifying what makes patients come back to your dental practice?

It enables you to feature that in your advertising campaign Signup and view all the answers

What is the primary goal of educating the patient about their individual oral health needs?

To motivate the patient to accept and pay for needed treatment Signup and view all the answers

What should a dentist do if faced with a patient who is offensively disagreeable?

Ask the patient to seek dental care elsewhere and offer to transfer their records Signup and view all the answers

Why should a dentist thoroughly explain their reasons for a treatment plan to a patient?

To ensure the patient understands the treatment plan and can make an informed decision Signup and view all the answers

What should a dentist avoid when faced with criticism from another dentist?

Responding defensively to the criticism Signup and view all the answers

What is the primary benefit of tailoring a case presentation to the individual needs and expectations of the patient?

It ensures the patient feels valued and understood, leading to better treatment outcomes Signup and view all the answers

Study Notes

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.

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Description

Learn about internal and external marketing techniques to build and maintain a patient base for a dental practice, including patient-centered approaches and strategies to attract new patients.