First of all, don't skip this article thinking you have heard this before. Yes, you do know the patient truly pays your bills, but I still, time and time, again catch examples of mixed messages going out. Are you trying to draw new patients, or draw the glorious attention of your peers.
I don't know how you practice, but I have yet to see a dentist get a check from their competition with a note saying "Great ad, here's $500."
Now, down to business. In browsing through a marketing trade journal I caught eye of an ad for an internet printer.
I have not posted the ad because of copyright and internet-sharing rules, but the picture shows an upscale, beautiful building, surrounded by palm trees with the granite company sign out front for a company called Modern Marketing. The headline reads "You Come First."
So, what's wrong with this ad?
Well, at first sight it is an attention grabbing ad. Beautiful building, bold headline, pretty colors, etc.
But supposedly at this company, I COME FIRST. If I come first, why do they need an office on the beach with palm trees and a big granite logo? Their supposed concern is about my business, and me, right? If they are that concerned, they should buy me a building. (Keep in mind, this is an internet printer, not a retail store. No customers actually go in the building.)
All to many times I see dental offices make the same mistake. They claim to be "about the patient" through and through. But their office, marketing, and sometimes attitudes reflect the best interest of the doctor and staff, rather than the best interest of the patient.
Take one simple example, the dental chair... this is built with the comfort of the doctor in mind, all tools within reach, stainless handles, 400 different adjustments, etc... What about the patient? They get an "ergonomic" vinyl banana seat to lay in. (A friend of mine had a root canal recently, and her only complaint was back pain from laying in the chair. No root canal pain, just pain from the chair. She complains about it still to this day.)
Action-To-Take Tip: Look at your practice, take every aspect and ask yourself - what am I doing to run my practice for best interest of the patient? Then take your marketing and ask - what am I doing to convey my patient benefits? Remember, the patient ultimately signs your check. |
