ADA members suggest marketing tips

Dentists are pursuing changes in the way they market their practices in response to the recession, findings from the most recent ADA Survey of Economic Confidence show.

Some are sharing their ideas and experiences with the ADA through responses to the quarterly economic surveys with assurance of complete anonymity. Others are sending marketing tips to the Council on Dental Practice for sharing with colleagues via the ADA News.

“There’s a common thread running through these valuable tips,” says Dr. James Willey, CDP director. “Focus on the needs of your patients in good times and bad, and provide information to keep them knowledgeably involved in their oral health.”

This is the first of a two-part ADA News compilation of tips that ADA members, the CDP Subcommittee on Economic Issues and dental practice management experts suggest.

The July 13 ADA News article will highlight practical tips on developing an effective Web site (a necessity for any practice according to dental marketing experts) and tools for measuring effective marketing strategies.

Work with your patients to defer expensive treatments until they have the means to afford them.
Dr. Fred Quarnstrom, a Seattle general practitioner for more than 40 years, says the city’s first recession occurred soon after he opened his practice when a large layoff by Boeing triggered a cascade of job losses in the area.

“Our patients wanted to get their dental work done while they still had insurance and they often wanted the least costly treatment possible. We provided lots of alloys and lots of stainless steel crowns,” says Dr. Quarnstrom.

“These patients became very loyal because we went out of our way to take care of them. Many were out of work for awhile, but nearly 100 percent of those patients came back to the practice when they were rehired.”

Dr. Quarnstrom believes the time for offering low-cost alternatives has returned.

“Patients will always return to the dentist who helped them, the dentist who let them know they came first,” advises Dr. Quarnstrom. “Those crowns that weren’t done were like money in the bank because patients returned for them when the economy improved.”

Dr. Quarnstrom says it’s not the time to raise fees or suggest smile makeovers. But based on his own experience, he recommends hiring new staff if they are needed.

“There are very qualified folks out there who have lost their jobs in other businesses,” believes Dr. Quarnstrom. “They need to be trained, but many have useful skills. The staff we hired when times were tough discovered they liked dentistry and many have stayed on for years.”

Dr. Paul Homoly, a retired dentist who teaches dental practice development and marketing says Dr. Quarnstrom’s approach is particularly effective in developing a loyal patient base during a recession.

“Even when patients are considering cosmetic procedures, it’s important to let them know you’re ready for the dental care they want when they’re ready,” says Dr. Homoly. “It’s imperative for patients to understand that their dental care will be provided completely at their own pace.”

A sample dialogue he suggests is as follows: “I know you’re not happy with the confidence you have in the appearance of your front teeth. I also know you need to stay within your budget. I know we can make your front teeth look great. What I’m not sure about is whether this is a good time for you to proceed with care. Do we start your dentistry now, later or in a little bit of time? Whenever you’re ready I’m glad to start your care.”

Dr. Homoly says if patients aren’t ready they’ll appreciate your attitude and remain in the practice. When they are ready, they’ll choose you for their dentistry.

Try to plant the seeds of goodwill in your practice.
Dr. David Layer, an Ashland, Ore., general practitioner, began practicing during the recession of the early 1980s. He says he incorporated charity work within his patient pool and made that charity work part of his professional identity.

“Seed your practice with goodwill and giving. People gravitate to hearts, not hard core bottom lines,” says Dr. Layer. “I’ve practiced consistent charity work for almost 30 years and still maintain a thriving practice. Giving will always pay back, even if down the road.”

Some dentists report increasing community involvement by presenting lectures about dentistry to civic groups, senior clubs and increasing volunteer activities. Dental marketing experts say such activities command respect from potential patients and elevate public opinion about the dental profession.

Compliment the work of others and your own work for that matter. Everyone appreciates a compliment.
Dr. Kirk Kimmerling of Marietta, Ga., says he has surrounded himself with a group of specialty dentists whom he trusts implicitly.

“They deserve respect because they provide quality treatment for my patients,” says Dr. Kimmerling. “When I refer a patient, I always build up the specialist so the patient feels ready to get the needed dentistry. In return, those dentists do the same for me. They compliment the dental work I have done, which reaffirms the great dental care my patients receive. Compliments always help a practice.”

ADA members are reporting that they let patients know they appreciate referrals to the dental practice by patients’ friends and family members.

Find ways to keep patients interested in the dental practice.
Dr. Mark Silverman, a practicing dentist and the president of b2d Marketing, a dental and medical business marketing company, calls such patient interest, “top of mind awareness.”

“Invest in systems that keep your office in touch with your patients,” said Dr. Silverman, who is also a practicing dentist. “When the economy turns around or a patient’s friend has a toothache, your practice will be the first to come to mind.”

E-mailing newsletters to patients is effective and can be very inexpensive, according to Dr. Silverman. Practices with larger advertising budgets may want to consider radio advertising, a freestanding insert in a newspaper or a cable television advertisement.

“As always, the main goal of marketing for any practice is to gain new patients that bring in more money to the practice than the cost of acquiring them,” said Dr. Silverman. “Dentists should be willing to invest their marketing and advertising funds up to this point.”

He says dentists must remember that many free offers attract people who are shoppers and the patient who is a shopper will just as likely shop somewhere else as with you.

“When a patient reads or watches an advertisement for dental services, it’s of utmost importance that he or she thinks better of the profession as a result,” said Dr. Silverman. “If there is any question about that, the advertisement needs to be rewritten or revamped.”

Dr. Christopher Larsen, a member of the CDP and its Subcommittee on Economic Issues and the Council on Dental Practice, says that although patients’ satisfaction with the practice and the profession is always a top priority, it’s even more important during a recession.

“My staff is making a more concerted effort to pay attention to the small things that add up, like saying ‘thank you,’ smiling, being prompt,” said Dr. Larsen.

Dr. Silverman says a call monitoring system is a useful tool to help the dental team improve communication skills.

“By listening to their phone conversations with patients, team members can learn how to improve their communication skills.”

The 3rd ADA Survey of Economic Confidence and the two prior surveys are available on ADA.org at www.ada.org/goto/freereports.聽

The Power of Internal Marketing: The Key to Dental Practice Success and The Power of Customer Service are ADA resources available by calling 1-800-947-4746 or visiting www.adacatalog.org.