I love my dentist! When was the last time you could say that?
about yours?
It’s true that dentists tend to get a bad rap (remember the
sadistic character in the movie, Little Shop of Horrors?). objective
Even real life dental visits are not high on the to-do list.
relaxing things to do.
So what does my dentist have to do with marketing? Everything.
And the reasons my dentist has more private paying clients
of what they can handle and it is a receiving machine of references, they are
marketing lessons we can all take to the bank.
It is not so much about how to market a dental practice, but
is an illustration of how smart marketing strategy can
they permeate all aspects of a busy professional services business.
During my last appointment, Dr. Penski and I talked about her.
marketing practice and approach. This is what I learned:
Clear positioning:
Fresh out of Georgetown University School of Dentistry,
was unable to secure funding for his vision of a practice that
cater to women. In his words, “Anger was a great motivator,” so
he set out to fulfill his dream by attending private payment services
Professional women and mothers, two very influential forces when
It is about how families spend their dental money.
From the beginning, she and her business partner knew that
better serve this niche by offering “dentistry with a careful
touch. ”This vision permeates everything, establishing a baseline for
how they package and promote their services, their approach
sales, the care they provide and the daily performance of
all the staff.
Careful packaging:
Dr. Penski explained how they created the “identity” of their practice
us ten cents. During dinner with the spouses, the couples discussed how
to “package” the new practice, including uniforms, office decoration,
business stationery and welcome brochure. A husband suggested
they use the symbol of a fern, as it was “old, natural and
funny, like them! “The silhouette of a fern,
plucked from Dr. Penski’s garden and created on his copier,
appears everywhere.
Nature is also the theme in the waiting room where you can
relax looking at nature art books, listen to relaxing music at the spa
and a platter, and enjoy a herbal neck wrap. The loving touch
It’s reinforced with an album full of patient letters, baby
announcements, wedding photos and thank you cards. A photography
album of before and after takes demonstrates credibility in still
otherwise.
Smart promotion:
I found Dr. Penski on the list of the best
dentists. A smart place to show up, if you cater to
professional women in DC. I knew immediately that something was
different when the receptionist told me that my first
The appointment would be for the doctor to meet me first, since
as well as assess my dental needs.
The day after making my first appointment, I received a “Welcome
to our Practice “, which included a simple but sincere
welcome brochure, medical and insurance forms to complete
before my appointment, a health assessment that also asked me,
“If there was something you could change about your smile, what
Would? “and a clear payment policy.
All of these things served to set a standard, manage my
expectations, welcome me and connect with me before me
appointment. It was also a smart way to start selling myself
even before my first visit.
Sophisticated persuasion:
The practice takes a phased approach to bringing in a new patient.
on board. This is also a sophisticated way to build trust and
encourages greater use of its services. The first date
it was all about evaluation and relationship building. What’s more
to the most comprehensive evaluation and set of radiographs, tooth by tooth
That I have experienced, Dr. Penski took her time to get to know
me as a person, about my background and my concerns or
fear of going to the dentist. When I mentioned an interest
by whitening my smile, he convinced me not to, showing me how
it would look unnatural. My confidence in your credibility and interest.
my well-being continued to deepen.
I asked Dr. Penski why, in more than 30 years of regular dental care,
Was this the first time I received a
check? Their answer: they break all the prescribed rules for
how much time to spend with each patient, which gives them the
freedom to be as complete as possible.
The business model works because they spend more time with
Higher paying clients who specifically value the approach Dr.
Penski and her partner drink. They don’t have to compensate
lower insurance reimbursements with a higher volume of
patients. There is a general atmosphere of calm and caring.
focus on each patient. Everyone wins.
Before I left, my second and third appointments were made.
for cleaning and other minor procedure. I sold myself in the
place and happy about it!
Performance in building relationships:
Dr. Penski explained that the cornerstone of the practice is
your daily meeting of all staff. Held every morning, they argue
each patient who arrives that day as a whole person: his dentist
treatment, what is happening in your life, what problems or fears
you may have about today’s procedure and other things that
it matters to your experience and treatment. Meetings serve to
center and refresh the doctors and staff every day, so that
are truly focused on each person as an individual when she
arrives.
The caring approach and performance in relationship building
He followed up with a follow-up call to see if he had any questions.
from my first appointment and to provide me with contact information for a
new medical reference that I mentioned when I was leaving.
I never thought that I would become a fan of my dentist, but
there you go!
When I asked Dr. Penski what they do specifically for
commercialize the practice, he said, “We don’t have to commercialize!” Tea
The truth is, they market every day because of how they choose
run your practice.
Here are some ideas you can borrow to create your own raving fans:
1) Pick a clear niche that you really want to serve and go
after. You have to really love your niche or your efforts.
Entering this niche will sound hollow and fall flat.
Just as important: make sure your niche has money to spend and
willing to pay for what you can deliver.
2) Think of ways you can start the marketing process before you.
even meet new prospects. How do you want them to know first?
about you (that is, on the top 10 list of something that is important to
your target audience)? What will build your perceived credibility?
in the eyes of your target audience (i.e. the patient album
thank you notes and photos in the waiting room)?
Surprisingly, Dr. Penski’s practice does not have a website,
which is an essential marketing tool for any professional
firm service! But that doesn’t stop them from doing the same
things offline through inexpensive printed materials and other
credibility and trust building tools. It’s how you wear it
these tools that matter.
3) If you have their attention, what can you do, say or send?
which will invite prospects to connect with you and set the standard
that you are different (i.e. a welcome pack,
self-assessment or perhaps a “Checklist to help you choose the right
CPA for your business “)?
4) Be consistent. What does your company represent to permeate
everything you say, do, offer, print, display and produce? Your
you don’t need to have a large marketing budget to infuse your vision
in everything you do.
5) Invest in relationships. Would you rather have so many
Grateful and better paid customers as you choose or
constantly running to keep up with those who pay less,
high maintenance volume? It is a choice that you have.
6) Pay attention to details. Clients willing to pay
good money for your professional services will not stay
if you don’t pay attention to the details. Dr. Penski’s Daily Staff
the rally is your vehicle to make sure nothing falls off
the cracks. What’s yours?
No website, own graphic design, far fewer patients per
recommended time, chatty staff and personal relationships
with patients …
Is this some way to run a professional services business? Bet!
