Dr. Christopher Phelps is an entrepreneur, general dentist and an Amazon best-selling author of the book, “Grow Your Dental Membership Plan.” His latest book, “The Complete Book on Dental Marketing,” is available through Edra Publishing.
Phelps held a dental marketing workshop at the start of the International Academy of Ceramic Implantology (IAOCI)’s annual congress in Atlanta, which took place April 13 to 15. This was the twelfth year for the event, which will feature some of the world’s foremost biomaterials experts, bioceramics industry leaders and experienced clinicians in the field of ceramic implantology.
At the workshop, Phelps described seven pillars to successful dental marketing. These foundational elements include:
- Divide them into categories: gender, age, location, retired, single, family
- Use technology to identify your market
- Identify the top 20 patients who spent the most at your practice last year
- Identify the top 20 patients who referred the most people to your practice last year
- Niche procedures: look at who said ‘yes’ last year
Phelps said that some of this research can be conducted organically when the dentist or dental team has a patient in their chair.
You and team members can ask:
- What local media, including radio, magazines and newspapers and TV stations do they listen to, read or watch?
- What, if any, online neighborhood groups do they follow?
- What other places do they visit online to get medical or health information?
2. What is your message?
Phelps said your message to potential patients is not about pricing or what others are doing. These things do not define you. Your message does not equal your services either.
Your message should differentiate you from other clinicians and your message or “headline” is about how you solve someone’s problem. Think about the service you offer and promote; identify problems your patient has and define how your service solves their problem. That’s your marketing message or headline, Phelps said.
3. Define your content
What stage of the consumer buying cycle are you trying to attract? Understand what emotions you want to elicit from patients.
Phelps said defining your content includes written materials, visuals (photos, video, memes) and color, using the psychology or study of colors.
4. Select your offer
Phelps said that creating a “good” offer should include:
- Making it beneficial to your patient
- Making it something that patients want
- Giving patients a choice
- Creating a sense of urgency
Everyone makes monetary offers, he said. What’s better?
- Gift with purchase
5. Add more influence
Use the six principles of persuasion: reciprocity, commitment, social proof, liking, authority and scarcity.
6. What is your medium? Phelps shared multiple options, including:
- External marketing
- Internal marketing
- Parasite marketing (referrals)
- Symbiotic or network marketing
- Public relations
7. Track your ROI – This is an important ongoing process, and it will help you adjust your marketing efforts as you see what is working and what is not.
Read more about topics including parasite marketing in Phelps’ book, “The Complete Book on Dental Marketing,” on the Edra Publishing site.
Learn more about Phelps and his work at: https://www.thephelpsinstitute.com/
USA 19 September 2023
Free webinar Sept. 19
In today’s competitive dental landscape, differentiation is crucial to the continued health and growth of a practice. Google reviews are an excellent format to broadcast your dental practice’s...
News 18 September 2023
Sign up for a complimentary marketing planning session
Identity Dental Marketing not only offers custom-coded Wordpress sites that load quickly and please Google, but they also offer full customization of design and written content, while providing every...
News 07 September 2023
At the core of the change is the organization's decision in early 2023 to welcome periodontists and oral and maxillofacial surgeons to their growing community. The organization is the first SDSO to...
News 05 September 2023
The expanded partnership signifies a deeper collaboration that will strengthen the society's ability to engage its members and deliver high-quality educational content through BroadcastMed's advanced...
News 21 August 2023
ADSO sought the expertise of Launch Loyalty to provide membership plan administration to their dentists, including custom plan design, marketing material development, nationwide compliance, dedicated...
Many qualifying people rely on Medicare fee-for-service for their health care insurance, although it rarely provides coverage for oral health care services.
Oral Hygiene & Prevention 22 September 2023
Japan's universal health insurance covers a wide range of dental treatments, and the co-payment rates differ by age. Researchers investigated whether the inequality in gingival bleeding and dental...
News 22 September 2023
The new software aims to streamline the guided surgery workflow and provide dentists with a comprehensive guided surgery solution.
September 21-23, Columbus
The Ohio Dental Association's Annual Session will offer continuing education (CE) opportunities for all members of the dental team, an expansive Exhibit Hall and social events. The session will be...