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Ontario Dentist - September 1998
Ann Wright, Associate
I wish that I had a dollar for every time a dentist asks me about the best ways to promote and attract new patients to his or her dental office. New patient enrollment through external marketing programs is a growing initiative. In many dental practices, it occupies one staff member's time.
I have seen offices spend thousands of dollars on Yellow Pages' advertisements, newsletters, patient brochures, calendars, gifts, coupons, restaurant discounts and hockey tickets. I haven't even mentioned the greeting cards that are sent - birthday, bereavement, graduation, birth, welcome to the practice, we've missed you... the list goes on. One practitioner I know gives his patients the rubber gadget that you use to punch dents out of your car! Dentists provide their patients with toothbrushes, dental floss, breath mints, sugar-free gum and children's finger rings, stickers and other assorted toys. The list of promotional handouts is endless.
Amidst all of this promotion, dentists may forget that their best patients are loyal to them no matter what they receive in kind. Above all, they like and trust you and appreciate the way that they are treated when they come for treatment. These patients are the ones you want to continue to satisfy and nurture. Satisfied, happy patients are more likely to accept follow-up treatment and be your best source of referrals.
The best way to enhance this relationship with patients is internally, through something I refer to as trophy marketing. Trophy marketing can take many forms. I first coined this term while visiting a large, successful dental office. Above the reception desk was (and still is) the practitioner's one and only fish that he ever caught - his trophy. By way of explanation, in case one didn't figure out that, indeed, it was the dentist who caught the fish, next to it was a Polaroid of him with the fish. The staff would groan and roll their eyes at the mention of it and any office designer worth his salt would banish the prize immediately.
The interesting thing is that the fish works as a marketing tool. While at the front desk, I noticed that almost everyone who either entered the office or was leaving after treatment commented on the fish. Comments ranged from, "I can't believe that the fish is still here," to a child saying, "Oh ya, dad. I remember, this is the office with the fish."
I got caught up in the whole fish thing and even suggested that they put the fish on their office logo and incorporate it into a new name for the office. However, after enduring the fish for so many years, this was one suggestion the staff couldn't swallow.
Trophy marketing is easy, inexpensive and guaranteed to open the lines of communication with your patients. Most practice consultants will give you the same advice - a genuine feeling of trust and respect must be established between you and your patients so that you can gain their confidence and successfully discuss dental treatment options.
Trophy marketing helps to open these lines of communication. Simply put, it means communicating something unique about yourself, your family, interests or hobbies to your patients. Ask yourself, "What makes my dental practice different from the other 15 dental practices in this office building or neighbourhood?"
Trophy marketing can take on a more serious side, as well. It can be a great way to tell your patients about your charitable work. I know of many practitioners who have provided services for the Chernobyl children or traveled to remote parts of the world to provide dentistry for people who have never seen a dentist. Is there any memento or indication in their office about these great efforts? Probably not. In my experience, dentists are notoriously bashful about publicizing or even talking about these extracurricular activities. Why not consider putting a sample of photos on the wall showing you working in these exotic locations or compile a photo album of the trip and place it in your waiting room? I guarantee that your patients will not only enjoy learning about your experiences, but you want to find out more about them. They may question the receptionist and if he or she can pique their interest, the conversation may be continued during their hygiene visit and with you during the recall examination.
Few patients go back home or to their offices and talk about the interesting root canal therapy that they just had and, if they do, it is doubtful that this discussion will result in a referral prospect. On the other hand, they are more likely to mention that their dentist just came back from Africa where he delivered dental treatment from a lawn chair or that he or she unabashedly framed a photo of a 10-kilometre charity run that he or she participated in.
So go on, brag a little and cast out a line of communication. Trophy market your way to a winning dental practice.
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