Ask The Dental Practice Marketing Expert: How Do I Build Credibility With My Dental Advertising?

Dear Dental Practice Marketing Expert,

I am tired of having to offer discounts and such just to get new patients in the door. I want the patients to see how trustworthy, and honest I am, as well as how much experience I have (I've been in practice 35 years). How can I convey this through my dental advertising?

Signed, Average Frustrated Dentist

Dear Average Frustrated Dentist,

While it would be nice to simply go on the seniority principle when we promote dental practices, that is not the type of society we live in anymore.

Today's consumers are increasingly smart (no matter what Britney Spears and Paris Hilton may say) and are looking out for their best interests when shopping for anything. This includes dental care, and considering dental advertising.

With that being said, here are the five rules for building credibility in your dental marketing.

Credibility rule #1: What others say about you is 1000 times more convincing than what you say about yourself.

Using testimonials from current patients saying how good you are at what you do is much better than telling them yourself. Self promotion has it's place, but third party promotion is always better. Try and integrate this into your dental practice marketing strategy, and see what happens.

Make sure the testimonials are sincere and convey a direct benefit to the consumer. A testimonial saying "You're great!" is not as good as "I enjoy coming to your practice because you always take the time to answer my questions!"

Credibility rule #2: Nobody cares about the letters.

I call this the show off rule, because it has turned into a contest over who can put the most letters behind their name. You see it all the time in dentistry, John Smith, DDS, MBA, MAGD, FAACD.

Nobody knows what those mean, and thus they are ignored. Sure, you have the qualifications to put them after your name, but save it for your business card. If anything, keep it simple and just use DMD, or DDS. Those, although not known by everyone, are the most commonly recognized acronyms in the dental profession.

Credibility Rule #3: Third party endorsements are huge.

Take the concept of a testimonial one step further, and you have a third party endorsement. This includes getting a separate non-related party to write about, or feature you as an expert.

This includes writing an article for the newspaper, or getting featured in an article.

It really doesn't matter what this article says, just the fact that you give a quote about an issue, or have your practice featured in a charity event adds to your credibility. This may be more time consuming, and costly, but it is well worth it to be labeled as an expert.

Credibility Rule #4: Educate to excess

You need to educate people so they can make better choices. Writing articles for newspapers, speaking for groups, or anything else you can do to get your name and mind in front of people.

This should be simple information. A report like "Seven signs you may need a crown" is a good one, and would instantly make you look like the crown expert. This not only builds your credibility, but people will pay more to see the "expert."

This also goes for your patient newsletter. Put good solid information in there that is easy for the regular person to understand. Then, if one of your patient's friends has a problem, your patient can say "Oh, Dr. Smith wrote about that in your patient newsletter, you should go see him." Plus, if a patient is looking for additional services, they can learn from the newsletter which is right for them.

Credibility Rule #5: Don't be afraid to give them the test drive

Finally, as the saying goes, "Don't tell me, show me." One of the best ways to prove how nice, competent, gentle, and kind you are is to give a test drive. This means giving a special offer so the new patients can come and experience for themselves your credibility.

Once they se it from their own eyes, they are more likely to return, and refer their friends. Don't be afraid to give them a small discount to get them in the door, then treat them like a celebrity, whether they are or not. They new patient will realize how credible you are very quickly.

With these five rules in your dental marketing arsenal, you should have all the credibility you need to run a smooth sailing dental practice. Realize that these five rules are powerful in and of themselves, but if you combine all five of them, you can crank up your credibility and believability to levels previously unseen, and you will be rewarded.

About the Author

James Erickson is the President of EMC Dental Marketing which gives Dentists a resource for turn-key dental marketing programs and dental practice marketing education including new patient attraction, and internal marketing systems. Visit www.EMCdental.com and get a free practice
building kit sent directly to your home or office.<

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Law Firm Marketing Strategies to Use after Securing the Client

You've finally landed that highly sought after yet elusive client. Now you must give everything you have to keep them. It seems as though you've put forth all of the blood, sweat and tears you could muster just to get this opportunity. Now that you have secured this client, what law firm marketing strategies are you employing to keep them?

Other successful firms have found ways to keep their premium clients. What are you doing to keep yours? Once again, you may feel like banging your head against your desk; frustrated and fed up because it's just one thing after another. You don't catch a break just because you've landed the client. Now you must figure out how to keep them.

Prepare to bleed more effort into serving your new conquest. The process to make the client happy has only begun. You know the only place success comes before work is in the dictionary. Following are some law firm marketing strategies that insure your clients remain in your focus and you must work hard to employ them.

Begin work on the case immediately. As soon as the client signs on, spend some time that day or the next working on the case. This is necessary to protect your client's best legal interests. It also shows their immediate need for legal help and that you genuinely care about them.

Send them some form of written communication within 48 hours of taking the case. It isn't enough to start working immediately on their case. You must also show that you are actively working on their case by mailing them a copy of everything you do. Consider time stamping everything so they will see you started on their case almost as soon as you landed it.

Send out a brief client survey within one week of landing the new client. This can be a great way to collect data on vital questions such as:

* Why did they select your firm?
* Who else were they interviewing?
* What do they like best or least about working with you?
* How can you improve?
* How fast was your response time to their initial request?
* How did they find you?
* Do they know of anyone else who could use your services?
* Important dates (birthdays, anniversaries, etc)
* Additional contact information

It's also a good idea to send out an additional client satisfaction survey when the case is completed. This allows you to gauge their overall satisfaction from start to finish once you have worked on the case.

Project the efforts you have put forth in order to satisfy the client. Give them regular updates on their case, even if it drags out over months or years. Keep the client in your mind at all times and let them know you are always working in their best interests. This shows you care and gives them a reason to appreciate your consistent efforts. Even when nothing is happening with their case, maintain regular contact with your client.

A very important attorney marketing plan is to ensure the client not only sees results, but knows how hard you have worked to obtain those results. Show your client all of the hard work you have put into their case. Even the smallest details or easiest motions you have put forth demonstrate that you care about your client. Show them that you have worked for them to the best of your abilities and did everything you could to serve them well.

If you want to keep your clients happy, begin using these simple law firm marketing strategies now. There are law firm marketing services available to assist you in putting these strategies to use in the most productive ways possible. Contact them and get it right. Don't bleed that last vein dry without a winning plan to make it worth your efforts.

About the Author

Stephen Fairley is CEO of The Rainmaker Institute is the nation's largest law firm marketing company that specializes in helping small law firms generate more and better referrals and create a 7 figure law practice. Over 6,000 attorneys have benefited from our proven Rainmaker Marketing System. Attorneys: claim your FREE legal marketing CD '7 Keys to a 7 Figure Law Practice' at www.toplawfirmmarketingtips.com

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