Creative Cosmetic Dentistry Marketing

- By Howie Horrocks




Call Toll Free 866-DENT-ADS (866-336-8237)

Should you give anything away?

I'm not a fan of giving away valuable dental services. But sometimes it's the right thing to do and can be a tremendous practice builder.




When you are engaged in a print or direct mail campaign it's often worthwhile to give the prospective new patient and low risk - low cost way to find out if you are the practice they've been looking for. At the same time you do not want to portray yourself as some kind of cut-rate, discount coupon type of practice.




In advertising it's not enough to say that you're a great dentist and will give people great service. More often than not you have to give them a reason to call you. This reason often turns out to be an economic incentive of some sort.




The trick is to make it easy for the right patient to try your practice and doing it in such a way that you don't make yourself look like an HMO/PPO clinic. How do you straddle that fence?




One offer we've tested and used over and over again, with great success, is this:




Offer complimentary teeth whitening. However, you must structure the offer so the patient commits and spends some dollars before they get the free whitening. It's all in how you word it. Here's how you do it:




You do offer free teeth whitening. But only after the patient has received (and paid for) a full exam, x-rays and teeth cleaning at usual (not discounted!) fees. This gives you the opportunity to examine the patient, determine and present the full treatment plan and present the case, all before you give them anything. And you get paid for this in full.




By the time the patient has received the case presentation you have already had the chance to "wow" them with your staff, your practice and your patient skills. Only then do they get the free whitening. It may turn out that they go no further, in which case you are only out the time you spent and the usually low cost and low chair time involved in the bleaching process.




But we've found that what usually happens is that because the patient has paid full fee for the exam and cleaning and has had a chance to experience you and your staff, they make their commitment before you even get to the free whitening. Many then proceed with treatment.




Part of this offer MUST include a disclaimer that "some patients may require urgent care treatment before whitening can be done. " This covers you in case someone shows up with more calculus than teeth or with a mouth so bombed out that you can't even fit the bleaching trays.




Don't make the offer look like a coupon. Present it in a professional and tasteful way. You may be amazed at your results.




William Howard (Howie) Horrocks is the founder and CEO of New Patients, Inc. the ad agency exclusively for dentists. He is the author of two dental bestsellers, Unlimited New Patients and MORE Unlimited New Patients. His agency creates advertising campaigns for individual dental practices.





For more information click Creative Cosmetic Dentistry Marketing




Or Call Toll Free 866-DENT-ADS (866-336-8237)

























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