The Women with Gorgeous Smiles

By August 26, 2015Blog

You are at a party with friends and you see a woman with a gorgeous smile. One of your friends approaches her, points at you and says: “He’s a rich dentist. Marry him.” This is advertising. For a dental practice, this can take the form of a single Google AdWords ad, Facebook ad or print ad.

You see a woman with a gorgeous smile at a party. You go up to her and say, “I am a rich dentist. Marry me!” This is direct marketing. For a dental practice, this can take the form of a robust Google AdWords or Facebook ad campaign or a direct mail campaign.

You are at a party and you see a woman with a gorgeous smile. You get up, straighten your tie, walk up to her and pour her a drink. After months of courting you ask, “Marry me?” This is public relations. For a dental practice, this can take the form of regularly circulating, among local or national publications, press releases featuring newsworthy events about the practice.

You are at a party and see a woman with a gorgeous smile. She walks up to you and says, “You are a rich dentist! Will you marry me?” This is brand recognition, and it comes only after long-term awareness marketing. For a dental practice, this can take these forms: open houses, philanthropy, community involvement, search engine optimization (SEO), television/radio/billboard advertising, social media and reputation management. It can also take the form of logo and identity. Identity is anything bearing the practice logo, like stationary, signage and toothbrushes.

You see a woman with a gorgeous smile who you have previously courted. You go up to her and say: “I am still a rich dentist. Marry me!” She slaps you across the face. This is customer feedback. In a dental practice, this typically comes in the form of much more positive feedback, of course. It can be delivered via referral cards, patient surveys, appointment reminder replies, online reviews and patient follow-up calls.

You see a woman with a gorgeous smile who you have previously courted, and she is standing with another woman with a gorgeous smile. You go up to her and say: “I am still a rich dentist. Will you introduce me to your friend?” She makes the introduction, and after some time you ask her friend, “Marry me?” This is internal marketing. In a dental practice, this typically comes in the form of staff training for delivering excellent patient service and asking for referrals. It can also come in the form of thank you cards, referral gifts and staying in touch with patients in a meaningful way via social media and/or patient newsletter campaigns.

You see a woman with a gorgeous smile at a party. You approach her and say, “I am a rich dentist. Marry me!” She introduces you to her husband. This is the demand and supply gap. For a dental practice, this means that there are more dentists in the area than the public demands, and this is true in many markets like Denver, Orlando and San Diego. If you are in a market that is highly competitive, then you need an integrated marketing approach to maintain success. In fact, an integrated marketing approach is critical for any practice that wants to create a lasting, excellent impression on its community.

You’re at a party with friends and you see many women with gorgeous smiles at a party. You and your friends first develop a strategy. The group of you then works the room to be sure that you speak with every one of the women. In the most suave and natural way possible, you ask each one, “Marry me?” This is integrated marketing. For a dental practice, this can take the form of strategizing to develop and deploy the right combination of the aforementioned marketing tactics for long-term success.

What are you doing today to attract the women with gorgeous smiles?