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Patient Attraction Episode 567: Are YOU Making These Common Dental Marketing Mistakes (Part 11)?
Think about the last time you bought a television. How would you feel if you wanted a TV with the fastest refresh rate so that sports would look FANTASTIC, but the salesman at Best Buy or Sears kept pushing the contrast as the most important feature. Every TV he showed you, he bragged about the great black depth and white brightness. You would soon become very frustrated, possibly even walking away without buying. For the next two days, I’m going to tell you how you and many other dentists are probably making the same mistake. Stay tuned.
– Hi, Colin Receveur here, and I hope you have been enjoying our series on the most common dental marketing mistakes.
– Today, we are going to talk about delivering the wrong message.
– It is such a big problem that it takes two days to get through.
– First, let’s start with one of the most insidious problems I see in all of marketing: branding.
– Branding may work for big corporations who have hundreds of thousands of dollars to invest on how people “feel” about their company.
– But for dentists, branding comes from how people feel AFTER they become your patient.
– The problem is that many so-called experts don’t understand that dentistry is not dishwasher detergent.
– Many of those experts aren’t really even experts – they’re graphic designers who know how to make an attractive ad or website or commercial.
– And when you push brand, you don’t have to be accountable for ROI.
– After all, how do you measure the return on someone’s “feeling” about your practice?
– No, with dentistry, the most effective message is to address prospects’ problems, then show how you are the answer.
– Whether that is “I hate my dentures,” “I’m embarrassed to smile,” “I can’t eat the foods I love,” or whatever, patients are looking for a dentist (especially for high-margin procedures) because they have a problem.
– The truth is, patients don’t care about you.
– They may like you, but they don’t care about helping you meet your financial goals.
– They care about themselves.
– Most importantly, they care about solutions to their problems.
– So if all you talk about is “we do this, we do that,” you lose patients.
– You need to talk in “you” terms, not “we” or “I” terms.
– I like to say that doctors who make this mistake have a “we we” problem.
– Getting away from thinking about would attract you as a dentist is also a major marketing message problem.
– I addressed this earlier but it can’t be overstated: prospects don’t care about your training, your equipment, your menu of procedures, or anything else that would matter to YOU as a dentist picking a dentist.
– They care about whether they trust that you can solve their problems.
– We’ll talk more on this topic tomorrow.
– Until then, keep moving forward.