When you acquire a new piece of equipment to use in your practice, you are pumped about all of the features it has to offer. After all, you’re a dentist, and the features matter. But your patients don’t care so much about its features. In some cases, the features may go right over their heads.
What matters to your patients is how your new acquisitions benefit them. How do your patients benefit from selecting your practice over your corporate competitor down the street? The following are examples of how talking about benefits can help you attract new patients and keep your current patients coming back.
Equipment
Say you get a new intraoral scanner. You’re excited about the technology and how precise it will allow you to be. But what does that matter to your patients? The way to get your patients excited is to share what that means to them: their appointment time is shorter, they won’t have to choke on goopy impression trays, and their finished product will fit correctly (which means not having to return to adjust the prosthesis). The mere fact that your scanner can save them time is a benefit that your patients can appreciate.
People
You’ve finally hired a new associate. Of course, you’ll want to share a brief biography with your patients so they’re not taken by surprise (where your associate went to school, how long your new employee has been practicing, etc). But ultimately, your patients care about how they can benefit from your new hire.
Will having an associate dentist allow you to extend your hours? Does your new associate have a different skill set like FastBraces or ClearCorrect certifications that will benefit the practice? It’s easier for your patients to get behind your choice to bring someone new on board if they know how it will make their lives easier.
Places
If you move or expand your practice, that’s exciting, right? New signage, new business cards, new décor—all new! But what about this change matters to your patients? Change can be scary, so to get them excited, explain the benefits. Maybe your new office is more centrally located, or closer to a freeway. Or maybe it’s closer to a favorite shopping complex or eating establishment. Maybe the new décor will function to make your patients feel calm, thereby enhancing their overall experience when they visit for a treatment. If your patients understand how it benefits them, then they’ll be as excited as you to see the new place.
When you’re among other dental professionals, you can discuss the features of your equipment, people, or places to your heart’s content. When you’re reaching patients—especially through social networking, email, blogs, and your website—focus on the patient benefits. You’ll understand the payoff when they return again and again for treatments.
With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. Ulasewich decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, Ms. Ulasewich and her team have helped a wide variety of business owners all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.
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