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Marketing the Cosmetic Dental Practice of the Future
Dr. John Gordon
Recently Kirk approached me and asked me to consider writing a series of articles for his email newsletter about “Marketing the Cosmetic Dental Practice of the Future”. I was very honored and gratified by his request. So over the next year, in a series of twelve articles, I will explore the mystical concept of effectively marketing the esthetic/cosmetic dental practice. Monthly, I will discuss the process of communicating to the external general public and your existing patients the message you want them to hear about you, the esthetic/cosmetic dentist, and your practice.
With this article series, I will share with you what I have learned over the last 7 years of external marketing.
We will look at what worked well for me and why I feel it worked. I will also share with you what did not produce for me the results I was looking for and why. I want to help you avoid wasting your time and money. I assume that you want good results from your marketing just as I do!
Helping each one of you succeed with your marketing program will be my primary goal. More important though will be to help you really enjoy your days in the office as a result of you growing the cosmetic portion of your practice.
Specific topics that I will cover include the following:
- A philosophy for your marketing program.
- Leadership is a critical piece of the program.
- Developing a marketing budget and plan.
- Having your practice systems organized and in order so they support the program.
- Are you truly a “Cosmetic Dentist”? If not, the patient will know.
- Your staff, why they are so important and critical to the success of your program.
- Your marketing message. What to say and how to say it.
- Where to place your message. The various medias, which ones worked well for me and which ones didn’t and why.
- Finding the right marketing team. Marketing firms, media buying firms, Public relations firms, etc.
- Esthetic/Cosmetic dental office tour. How it can be a powerful tool in selling the patient.
- How I conduct my free cosmetic consultation.
- Marketing your completed cases.
- Taking the process to completion!
If there are any other topics that you would like for me to discuss, please email me.
One last thought before we begin next month with the meat of our work. We are “Doctors”. As I’m sure you are aware, the Latin meaning for the word doctor is teacher and doc-er, the meaning is, to teach. Keep these words by WM Arthur Wood in mind over this next year: The mediocre teachers tell,
The good teachers explain,
The superior teachers demonstrate,
The Great teachers Inspire!
Do you want to be good or great?
With our marketing we want to inspire the public to call our office, and then we must inspire them through a relationship based on trust, dignity, respect and compassion. When we learn to do this, we can begin to make a real difference in people’s lives. Isn’t this a great gift?
I am forming a “Cosmetic Dental Marketing Collaboration Group.” The purpose of this group will be to meet once or twice annually to discuss the marketing programs and efforts of the group members. We will share our knowledge and any other information that will strengthen our individual marketing programs. It will be important to limit the members to one Dr. or office for each major city or region and to keep the group to a small size, 15-20, so that we can have good discussion and interaction. The first meeting date will be on Friday, May 5th, 8:00 am – 3:00 pm, in Kansas City, MO. Your only costs will be your travel, room and meals. If you are interested, please email me.
Until next month, be curious, be courageous, risk and inspire.
Dr. John R. Gordon
Dr. Gordon has practiced full time comprehensive restorative and cosmetic dentistry for over 25 years in the Kansas City Northland area. In addition, he lectures and gives presentations on cosmetic dental procedures, materials and smile design principles. Dr. Gordon also speaks about the business and financial aspects as related to cosmetic and restorative dentistry, marketing, digital dental photography and laboratory communication that assures you get the results you and the patient are happy with. For more information you can email him at ,johnrgordon@sbcglobal.net or visit his website at www.drjohngordon.com.
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