Sub-Niche Marketing: the marketing of a unique skill or talent in a "specialized" area of practice, e.g., ceramic abutments for implants, laser tooth whitening for laser dentistry, one visit root canal therapy for endodontics, etc.

The marketing of dental services has received increasing acceptance by practicing dentists over the last few years. This has occurred for several reasons:

1. A "busy-ness" problem
2. Dental HMO's and PPO's (managed care)
3. The economy
4. Public awareness/consumer education

Certainly any of these may justify external marketing. However, to maximize the effectiveness of that marketing, I have found that it is critical to make the public aware of "new" treatments they need and then convert that need into a "want." It is especially effective when you promote your unique clinical skills.

When I began using pulsed fiber lasers seven years ago, one goal was to place my practice and myself in a unique market niche, just the way many dentists today are trying to do with "cosmetic dentistry," or were able to do a decade ago with "implants." However, I was also aware that I would need more than clinical competence. I would require excellence in my "specialty" and a way to communicate the inevitable treatment innovations to potential patients.

In other words, I developed specialized skills within an area of emphasis and then marketed those skills to increase new patient flow. In my case, it is an alternative to conventional periodontal surgery called Laser ENAP (Excisional New Attachment Procedure, Dentica© ND:YAG Laser shown below). It has proven to be a very desirable procedure that patients want, once they know they need advanced perio dental treatment, and once I found a way to reach these patients and give them the new information.

How does one go about developing new skills or sub-areas of emphasis? The first step in the process is to pick one thing that you love to do or believe you would love to do. For example, prior to lasers, the most enjoyable, rewarding and gratifying procedure for me was laminate veneers. On the other hand, the most exciting thing I could imagine was using lasers for a wide variety of dental procedures.

The next step is to realize that in order to be excellent in one area of emphasis, you must invest the time, energy, and money to acquire the necessary skills and become proficient. Attend lectures, seminars, and get involved in study groups and specialized academies (e.g., the Academy of Laser Dentistry).

Once I had developed a sub-niche skill and patients were achieving results and therapeutic outcomes that were preferable to conventional or traditional treatment, I felt a strong sense of duty and obligation to inform the general public. Believing as I do that I am contributing to the general public's welfare, I do not feel I have to subsidize it as well. Therefore, my fees are fair (often less that comparable fees for traditional alternative treatments), yet reflect the costs for the "info-tisements" we undertake.

I have used almost every type of media available to get my message out to the public. One very good way is through personally written press releases--there are many books available that tell exactly how to write successful press releases and how to follow up. My sub-specialty (and therefore my practice) has been featured in newspaper articles and network and cable television news programs. Our advertising has appeared in regional and neighborhood newspapers as well as on local cable and network television. I have had very good success with all of them.

Why? It doesn't really matter how you disseminate information about your unique ability, it only matters that you do it! And do it consistently. Consistency is an absolute necessity for marketing. The importance of consistency can't be overstated. Enough said? No! External and internal marketing is, in its essence, the repetitive delivery of a simple yet important message or new information. The public has no way of knowing about you and what you have to offer unless you tell them--and studies have shown that we humans must have exposure to a message many times before we take action.

A word of caution: When you enter the arena of public media with an exciting innovation, be prepared for the response. It is unlike other external marketing you may have tried, such as direct mail or the yellow pages. Local television coverage and newspaper articles can often generate a tremendous number of calls in a short period of time. The problem is that you may have too many patient inquiries for you and your staff to handle. Now what do you do? Hire more staff and an associate?

Hold on. The new interest generated is similar to a "sugar rush": You become very active and busy--stress and fatigue accompany new revenue--and then . . . it stops! Your activity level comes crashing down. While most dentists and their staff cannot handle this roller coaster of activity and quiescence, a few thrive in this type of environment. I have found that the best overall course of action is to develop a constant and steady source of patient referrals that evens-out the ups and downs. By doing this, you can then comfortably add in some sugar and spice to that steady diet, because you will have had time to gauge appropriately your limits and to add the proper amount of support staff.

Another consideration with high profile media marketing is that your name is always before the public--including your colleagues. They may not always appreciate your efforts to differentiate your services from theirs.

After trying many different marketing avenues, I decided to join the 1-800-DENTIST® cooperative marketing program. Unfortunately, my geographic area was full and there was a five year waiting list! Since laser use was somewhat scattered geographically, I approached my laser colleagues and asked if they would be part of a dental laser cooperative advertising group that would specifically market our laser gum therapy (Laser ENAP). We then approached Futuredontics, who operates the 1-800-DENTIST® program, who agreed to give it a try. Over the first two years we realized a five to one return on our investment!

I prefer using a cooperative advertising program like 1-800-DENTIST® as my primary external referral source for several reasons:

1. I like the relative anonymity it provides. It is less "in-your-face" and less likely to upset friends, colleagues, and State Board regulators.
2. They provide a source of third party reference and credibility.
3. For sub-niche procedures, we can specify our target markets.

If you are already a member of the 1-800-DENTIST® marketing program, you can speak to your Client Services Representative and customize your practice profile to emphasize your "specialized" skills.

Some of the areas to consider for sub-niche skills are:

• Non-flap fiber optic perio surgery with lasers (e.g., Laser ENAP, see photo below)

  
  
  
  
  
  
  

• Conservative tooth preparation with air abrasives and composites or ceramic restorations (Kreativ, Inc.)
• Composite polymerization and tooth whitening with argon lasers
• Single visit root canal therapy
• Warm gutta percha/continuous wave vertical condensation and Nickel Titanium files (NiTi) for root canal therapy

In summary, to take advantage of the opportunities of sub-niche marketing:

1. Define an area of emphasis you would like to do more of, or imagine would have exciting possibilities.
2. Spend the time and money to become an expert in your area of emphasis.
3. Develop an image that you are comfortable with and would like to share with prospective patients.
4. Decide which methods of both internal and external marketing appeal to you.
5. Study the subject matter, including general business marketing (there are some great books in the business section at your bookstore.)
6. Contact a public relations firm or a dental referral business and learn what is required to become a client.
7. Commit to the expense, approximately 2-6% of your gross production.
8. Commit to that expense until you find your best vehicle. It usually takes 6-12 months or more to find your best combination and preferences. There is also a staff and doctor learning curve which needs to occur and resistance to overcome. Nothing new comes easy, but have the courage to reach for what you desire.

If you have unique skills within your area of emphasis (or are in the process of developing new abilities), you have a great opportunity to take advantage of sub-niche marketing. Reach out to the public and give them information about what you have to offer. Let them know what they need and create desire for your treatment. Keep in mind--however uncomfortable internal or external marketing may seem to you, the discomfort that managed care promises is much more.

"The people who get on in this world are the people who get up and look for the circumstances they want, and, if they can't find them, make them."

-George Bernard Shaw