For me, Dental Marketing is simply the elegant joining together of people with a problem and people with a solution… in fact that is all any marketing should be.
When anyone buys anything they are solving a problem, it could be hunger, thirst, vanity, boredom or something else – the thing is, this problem is not always as obvious as it might seem.
Take a butcher for example, they sell meat, so is the problem they solve hunger or something else? I suggest it could be hunger, but could also be:
- A relaxing time with friends
- A romantic meal with a partner that ends in something a whole lot more than a meal!
You see, to think of your product itself as the solution to a problem is totally missing the point – so let’s bring this back to dentistry.
NEVER did any patient ever buy veneers.
NEVER did any patient ever buy Invisalign.
NEVER did any patient ever buy Botox.
These people bought the emotions that these products/services gave them, it gave them youthful feelings again, it gave them confidence, it gave them happiness for their appearance again and it may even have got them a leg over!
Putting the smutty jokes aside, this is a really serious issue that needs addressing in dental marketing, if you stop promoting the product itself and start looking at what the patient is REALLY buying, then promote that instead, you will find a shift in your conversions and uptake of treatments as patients truly connect with your marketing.
So ask your self now, what is that you really want patients to buy?