Dentists who would like to attract new cosmetic dentistry patients already know how rewarding it is to provide these services. Cosmetic practices enjoy benefits such as seeing patients' lives transformed, and of course the increased profitability generated by esthetic treatments.

Dentists seeking to attract more prospective cosmetic patients should be asking themselves why their current patients are accepting cosmetic treatment. One answer that reflects a major theme among cosmetic patients is the emotionally rewarding results—a younger look, increased confidence, and a feeling of heightened attractiveness.

Advice from a Marketing Expert

When the subject is viewed from another perspective, valuable insight comes from marketing guru Scott Bedbury, who led the "Just Do It" campaign at Nike. Bedbury is a recognized expert in creative positioning and the marketing genius who turned Starbucks coffee into a cultural icon. In his book A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century, Bedbury observes that the best marketers don't merely convey facts, they also tap into people's emotions. "No matter what the challenge, the greatest benefits of any product or service are usually emotional and not entirely tangible," asserts Bedbury.

Apply this thinking to the problem of attracting new cosmetic patients. Dentists need to devise marketing methods that tap into the ways cosmetic procedures help meet some emotional need. Internal marketing, the easiest and least expensive form of marketing, is the place to start. Levin Group recommends that you begin with these 8 action steps:

1. Encourage your patients' curiosity about esthetic services. Provide an experience that stirs patients' curiosity about some aspect of their smiles. While patients are sitting in the chair, with your lumen shade guide handy, ask if they would like to know the shade of their teeth. Invite the patient to smile, hold the shade guide next to his or her mouth, and say, "Ah, you are a B2." Inevitable questions will follow. You have just opened the door to a longer discussion about shading and tooth whitening procedures.
2. Make sure books about cosmetic services are in the reception area. Dental publishing companies have created beautiful, full-color books on cosmetic dentistry procedures. Put some of these books in the reception room, then show them to patients when you are discussing cosmetic options. It is amazing how many people will look at these books and begin to picture themselves with that cosmetic improvement. The books can generate many questions about what's possible for individual patients. Cosmetic dentistry textbooks are also excellent tools to use because people perceive the books' credibility, even while they do not fully understand the content.
3. Display posters and models promoting cosmetic services. Make the most of your relationship with the sales representatives who sell cosmetic dentistry product lines. Your sales representatives will be happy to provide posters of cosmetic procedures, display models, and videos for patient education. Colorful, attractive posters are powerful examples of what's possible in cosmetic dentistry today. Display the posters in heavy patient traffic areas.
4. Your staff can be walking advertisements for cosmetic procedures. The best internal marketing for cosmetic dentistry comes from your staff. Every member of the dental team must be enthusiastic about what the dentist is trying to accomplish. To increase excitement about cosmetic dentistry, many practices offer staff members cosmetic procedures as a courtesy, or at a reduced rate. Nothing creates a passionate attitude for increasing cosmetic dentistry like dental team members who have benefited from these procedures. Staff members are usually thrilled to share their positive experiences with patients.
5. Use testimonial letters. Encourage cosmetic patients to send letters or emails to your office. Cosmetic patients sometimes have such great enthusiasm about their results and how the cosmetic procedure has changed their lives, these individuals want to tell everyone who will listen. They're more than happy to send a glowing letter or email to your practice. With the patients' permission, displaying these letters in your office can be powerfully motivating to other patients who are considering esthetic treatment.
6. Schedule evening seminars. The current lineup of television makeover shows has been a boon for cosmetic dentistry. These television programs have stirred interest in cosmetic procedures, and dentists should capitalize on it by scheduling evening seminars. Holding an evening seminar on the range of cosmetic dentistry offerings could result in several people calling your office for treatment. Seminars also lend credibility and forge a more distinct public image for your office, distinguishing it as one known for expertise in cosmetic dentistry.
   
    You can start by announcing your seminar in the local paper. Send a press release or information sheet about the seminar to local newspapers, especially the smaller neighborhood papers that are often looking for calendar items to fill newspaper space. Also, in the weeks before the seminar, be sure that each patient who leaves your office is given an information flyer about the event. They may pass along the event information to interested family and friends.
7. Set Up a scholarship or sponsorship. Set up a scholarship at the local high school. You can pay $500 a year to a noteworthy graduating student with an interest in studying dentistry. Usually you can help select the winning senior. The announcement will appear in the graduation program guide, and you can present a plaque and check at the ceremony. The name of your practice will be mentioned countless times as the parents sitting in the audience applaud their children receiving their diplomas. You'll be reinforcing tremendous name recognition for your practice and earning good will. You also can emphasize your cosmetic dentistry expertise in your practice and in the graduation program guide.
8. Event marketing. Over the course of your career, you will have "events." An event can be an anniversary, adding an associate, or moving to a new location. Events offer an opportunity for you to gain recognition. Your practice's cosmetic dentistry expertise can be emphasized and promoted at these events. Some examples of practice events are open houses, booking booth space at a popular community fair to promote your practice's cosmetic dentistry, or in-house happy hours for referring doctors and their staffs. A good rule of thumb for any event you stage is to develop 5 to 10 marketing strategies to publicize it effectively and make it a success. Once again, make use of local community papers for free event listings.

Summary

Designing internal marketing strategies with strong emotional appeal is the key to attracting more cosmetic patients to the practice. Dentists who use cost-effective and highly targeted internal marketing strategies will appeal to a broader range of patients. These methods also help practices increase their credibility and forge a stronger image in the community as an office with cosmetic expertise.

Compendium readers are entitled to receive a 50% courtesy on a Levin Group Practice Analysis Program, an in-office analysis and report of your unique situation conducted by a Levin Practice Development Specialist. To schedule the next available appointment, call 888-973-0000 and mention "Compendium," or email with "Compendium" in the subject line.

Dr. Roger P. Levin is founder and chief executive officer of Levin Group, Inc, a leading dental practice management consulting firm that provides a comprehensive suite of lifetime services to its clients and partners. Since 1985, Levin Group has embraced one single mission—to improve the lives of dentists.

For more than 20 years, Levin Group has helped thousands of general dentists and specialists increase their satisfaction with practicing dentistry. Levin Group may be reached at (888) 973-0000 and .