How to Introduce a New Dentist to the Area
Successfully introducing dentists to new areas requires using many approaches. Simply placing a newspaper ad will not differentiate a new dentist from existing ones. Marketing strategies must be long term and extend beyond one ad placed for one week. Also, dentists must have an online presence that at least provides patients with contact information.
Other People Are Reading
Instructions
-
-
1
Develop a strong marketing theme. For instance, a new dentist can promote strengths developed while working in other areas, such as extensive experience (e.g., 15 years practicing orthodontistry) or past awards and publications. A dentist also can emphasize use of the latest technology such as three-dimensional technology that allows dentists to restore patient teeth during a single visit. Carefully select and balance the theme's words and images--avoid using too many words.
-
2
Implement a tactical strategy. Use various avenues including direct mailers, television ads and phone book and online listings to reach the target audience. If a dentist is joining an existing group, then send postcards that highlight the new dentist's skills to existing patients. Plus, add patient referral discounts or promotions to the postcards to entice patients to promote the practice. Another medium is blogs, which dentists can use to establish credibility with the local community, such as by answering common questions (e.g., what causes an abscess).
-
-
3
Enroll with dental insurance plans. Most insurance companies charge less when patients select in-network dentists. A new dentist can participate in different directories, thereby attracting patients insured with programs such as Medicaid, Medicare, BlueCross Blue Shield or AARP.
-
4
Promote alternative payment options. Many potential clients may not schedule dental appointments because they lack insurance coverage. A new dentist might offer reduced consultation and service rates, such as for seniors, students or patients who pay using cash.
-
5
Join local groups, such as the chamber of commerce and state chapter of the American Dental Association. Contact school districts to place ads in (elementary, middle and high school) parent mailers that introduce the dentist and describe services. Also advertise with nearby high-end residential developments, such as through community newsletters.
-
1
Tips & Warnings
Highlight language skills, such as if the dentist speaks languages other than English, such as Mandarin, Hindi or Arabic.
Analyze marketing results to evaluate effectiveness, such as by surveying new patients to determine how they heard about you. Do not continue to spend money on an ineffective strategy.
