As A Dentist, How Can I Utilize PR, Advertising and Marketing in My Practice?

Part 1 of 3

Ever ask the above titled question to yourself? I bet you have. Especially since advertising and marketing have become such a key component for professionals over the past few years.

I have run my own business with 7 employees and a business partner for many years. For health reasons, my business partner retired a few years ago and I am now the sole proprietor. Also, 11 years ago, I accepted a part time position with one of my clients. You guessed it, The Schuster Center. I still maintain my office but at a much slower pace specializing in logo design work and other print related design. Rather than the fast paced, push the work out mode we all get trapped in, I choose now with whom I wish to work. Sound anything like Dr. Schuster’s philosophy?

I hope this gives you a bit of a background into my business experience since 1981.

I’d like to write about what you can do to promote your own business. And I will admit that I do use all of those “advertising” terms like “promote”, “target audience”, “satisfied customer”, “direct mail”, “demographics”, etc.

The Obvious Is Not Always So Obvious

First, and foremost, your practice is a business. It must be run like a business, including hiring a qualified team to represent your business. Remember, the first person who speaks with or meets and greets your patients sets the tone for the entire experience. Grumpy Gwendolyn is not going to impress your patient or give him or her confidence in your practice. Happy Helen or Perky Penelope is probably a better solution to that close encounters of the first kind.

So, just who is your salesperson for your business? Why, it’s you! You are the person in charge of creating an atmosphere that creates the image you want to represent. That image is all about you – in the people (team) you hire, the decor of the dental office, the books and magazines on the tables, brochures and literature that you publish about your practice, the mission statement on the wall. (You do have one hanging there, don’t you?) – all reflect your professionalism and attitude toward your dental practice and business and the patients you serve.

There are some things that money cannot buy. And that’s goodwill and word of mouth advertising. There “ain’t” nothing like a “satisfied” customer spreading the word!

Is it true that a patient can have a “good” dental experience? Of course it is. And guess what that’s called, PUBLIC RELATIONS, MARKETING and ADVERTISING. Yep, it’s all part of that picture. From the very first patient experience – that first phone conversation to the initial office visit; hygienist; dentist; right down to billing procedures – all are part of, and should be considered advertising, public relations and marketing and treated as such.

President Truman had a plaque on his desk in the oval office that said, “The Buck Stops Here.” And, believe me, as a small business owner, I know who’s responsibility it is to pick up the pieces when something doesn’t go right in the workplace. And that’s me (as the owner). It’s my money, my time, and my reputation on the line! And, it’s the same for you. For me, “my word is my bond.” If I say I’m going to do it, I’m going to do it. It has served me well.

So let’s look at the ways that you can improve your vision and “advertise” your business with you at the helm.

• Know that you set the tone of the entire office team and patient experience. Who you are is what you create.
• Know that you are the final answer to any problem within the practice. Make sure you’re not the “problem” but rather the “solution”.
• Hire value-minded people. Those who have the same goals and vision for your practice you have.
• Your practice decor should reflect your vision and forward thinking model. Mission Statement on the wall for all to read.
• The receptionist should be one of the most important people in your patients’ initial experience within your office. That includes over the telephone.
• Recognize your limitations. Hire those people who can compliment or enhance qualities that you might lack or need to improve. In other words, if you are a more laid back type of person, it might be in your interest to hire a person who has a more outgoing personality. And, visa-versa.

(Part 2 of 3 on Internal Marketing coming soon!)