iMPRESSIVE DENTAL STUDIO, INC.
Competitive Edge
Competitive Edge and How to Get It
When you are formulating your marketing strategy, think about how to make your dental practice relevant to your patients.
All of us are familiar with the concept of value. We often speak of delivering value, value-added services, adding value and the value proposition, all implying that if customer becomes a patient of record, he’ll receive more benefits than he would otherwise.
Unfortunately, today’s highly competitive and dynamic market-place has leveled value to little more than commodity. Now, more than ever, dentists on a successful growth track are establishing a new competitive advantage: relevance.
Relevance is the entry point to value, meaning relevance is used as an initial determinant to filter prospective value. For instance, a dental laboratory with expertise in complex denture applications will have little relevance to an orthodontist, even though the lab’s abilities offer tremendous value.
In other words, you need to establish your relevance to a customer before he’ll be interested in your value and become your patient. If a customer decides you have a relevant message, you have the opportunity to engage him.
For a dentist to be relevant, the patient must be able to easily identify and distinguish factor that relates directly to an area of importance to that patient.
The information you’re providing must be more important to him than are competing alternatives at that same moment.
For example, an ad placed in a local newspaper or on the postcard might say: “Dr. Jeffrey Smith invites new patients to visit his modern dental practice.” Unfortunately, this approach does not meet any of the relevance requirements.
Contrast the above message with: “Visit Dr. Jeffrey Smith dental practice today and receive Teeth Whitening kit Free of charge.*”
Use of this type marketing not only will help you to bring more patients into your practice, but also will bring the type of patients that you are looking for. If you are a cosmetic dentist, you want to attract consumers that are self conscious of their appearance and are looking to improve it.
During this difficult economic time many companies are cutting insurance benefits and a lot of people struggling on unemployment.
We, at Impressive Dental Studio, offer many different programs that will help you to be relevant to consumer needs and interest. Some of these programs are:
Density of dental providers differs from city to city. Some markets are more crowded than others. Establishing relevance in a crowded corridor is the required precursor to delivering value. If you can’t first find a way to be important to the market, those who determine your relevance will never experience the value you can give them. The ability to communicate your relevance in and easy-to-understand message that’s uniquely important to your target market is a major key to retention and growth.
When you are formulating your marketing strategy, think about how to make your dental practice relevant to your patients.
All of us are familiar with the concept of value. We often speak of delivering value, value-added services, adding value and the value proposition, all implying that if customer becomes a patient of record, he’ll receive more benefits than he would otherwise.
Unfortunately, today’s highly competitive and dynamic market-place has leveled value to little more than commodity. Now, more than ever, dentists on a successful growth track are establishing a new competitive advantage: relevance.
Relevance is the entry point to value, meaning relevance is used as an initial determinant to filter prospective value. For instance, a dental laboratory with expertise in complex denture applications will have little relevance to an orthodontist, even though the lab’s abilities offer tremendous value.
In other words, you need to establish your relevance to a customer before he’ll be interested in your value and become your patient. If a customer decides you have a relevant message, you have the opportunity to engage him.
For a dentist to be relevant, the patient must be able to easily identify and distinguish factor that relates directly to an area of importance to that patient.
The information you’re providing must be more important to him than are competing alternatives at that same moment.
For example, an ad placed in a local newspaper or on the postcard might say: “Dr. Jeffrey Smith invites new patients to visit his modern dental practice.” Unfortunately, this approach does not meet any of the relevance requirements.
Contrast the above message with: “Visit Dr. Jeffrey Smith dental practice today and receive Teeth Whitening kit Free of charge.*”
Use of this type marketing not only will help you to bring more patients into your practice, but also will bring the type of patients that you are looking for. If you are a cosmetic dentist, you want to attract consumers that are self conscious of their appearance and are looking to improve it.
During this difficult economic time many companies are cutting insurance benefits and a lot of people struggling on unemployment.
We, at Impressive Dental Studio, offer many different programs that will help you to be relevant to consumer needs and interest. Some of these programs are:
- $10,000 Smile Makeover Giveaway
- $500 Teeth Whitening Giveaway
- Whiter Smile for Life
- Dental Rewards
Density of dental providers differs from city to city. Some markets are more crowded than others. Establishing relevance in a crowded corridor is the required precursor to delivering value. If you can’t first find a way to be important to the market, those who determine your relevance will never experience the value you can give them. The ability to communicate your relevance in and easy-to-understand message that’s uniquely important to your target market is a major key to retention and growth.
