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Dr.
Orent, a 1982 graduate of Tufts University School of Dental Medicine,
was a founding member and has served as President of the New England
Chapter of the American Academy of Cosmetic Dentistry. Dr. Orent has
been a guest lecturer at Tufts University School of Dental Medicine,
University of Nevada - Las Vegas, Illinois State University, New York
University, New Jersey Dental School, and has been a member of the faculty
at Boston University Graduate School
of Dentistry.
Accredited by the AACD in 1990, Dr. Orent has served on the Ethics Committee
and currently serves as an Accreditation Examiner. He also writes a
column for The Journal of the AACD, and served as Editor from 1994-1995.
Dr. Orent lectures internationally with “1000 Gems SeminarsTM
”, which he created in 1988, and has authored numerous articles
and books on topics ranging from Esthetic Dentistry and Practice Management
to TMJ. He originated Non-Orthodontic Alignment of Malposed Teeth (NOAT).
Dr. Orent practices Esthetic Dentistry in Framingham, Massachusetts.
Dr. Orent: “A true gem is a valuable byte-sized idea which
can be put into practice Monday morning. Gems are the “meat”
of the books, lectures, and tapes we all partake of on a routine basis.
Perhaps you are looking for a certain gem, or have one from which others
might benefit. If so, please contact me at: 1000 Gems Seminars,
12 Walnut Street,
Framingham, MA, 01702;
phone 888-880-GEMS;
e-mail orent@1000gems.com; fax:
508-879-4811. Or visit
our Web site at www.1000gems.com.”
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What I’m about
to share with you could help propel your practice, healthfully, into
the next millennium. It’s not rocket science, simply basic marketing
101. As dentists, we missed 101, and 102. I’ll share a secret with
you—how my practice collections, in the last year and a half, have
jumped over $30,000, monthly! The very same ingredients have
caused countless new patients to say things like, “My general dentist
did mention something about that. But I decided to see you, since you’re
a cosmetic dentist.”
It took me 17 years in practice to figure out how to create that perception.
Since perception is reality, I’m benefitting from their “reality”
big time. It’s not unusual (in fact it’s standard operating
procedure) for me to tell a new patient that there are ways to get those
veneers done for far less money. See someone else! My team and I are
extremely confident that we’ll deliver 110% for our patients. We
truly believe that our fees are justified by the service and treatment
results we deliver on a consistent basis. But so what. So do you. The
key here is having your patients buy into the notion that you are THE
BEST cosmetic dentist in town! Or, THE BEST TMJ guy, etc., etc.
Why would they think this? First, you and your team must believe it.
Second, you must make it impossible for them not to realize this! Pursuing
this focused position must become your passion. Live, eat, sleep, and
breathe the feeling that they are the luckiest patient in the entire
world since they happened upon your office. Of course, there’s
zero room for a head-case attitude. You have to walk a fine line here.
Genuine respect, caring, and a hefty interest in what they are all about
is critical. They should come in with the perception that you are the
best, and leave with the feeling that they are the most important person
in the world!
How can you achieve the cosmetic superstar status? You must create it,
detail by detail. Years ago, Dr. Roger Levin gave us a terrific definition
of marketing. “Marketing is not a great business card, or a warm
fuzzy note, or cosmetic albums adorning the reception end tables, nor
is it the things we say every time we answer the phone, or the routine
use of Caesy to help educate the patients. It’s all of these things,
and more! Marketing is forty simultaneous, consistent, positive messages.”
Perception is reality. In order to create their reality, we must
painstakingly orchestrate a symphony of perception. Every little detail
counts, every one. Where and when does it begin? One of the most frequent
questions I get at “1000 Gems Seminars” relates to the “best
closing techniques.” Doctors ask, “What’s the most effective
way to close?” Now that’s easy. The most effective
way to close, is not to need to! If your emphasis has been on how to
convince folks to accept your treatment presentation, it’s far
too little, too late! The acceptance of excellent top-of-the-line cosmetic
dentistry starts way before the “close.” I wouldn’t know
how to close if my livelihood depended on it! In fact, I recently read
the first half of a book by the “world’s greatest salesman.”
It made me ill to even consider using some of his “tactics.”
Where/when does it all begin? Even before the first phone call. That’s
right. Before the call. Something motivated them to call you.
Perhaps it was a friend, or the look of your office building and grounds.
Do your office grounds resemble Disneyworld? Have you assigned a special
team member specifically to patrol the grounds daily, to assure a litter-free
look, even down to a scrap of paper or cigarette butt? When patients
walk into your patient restroom, are they impressed? They should be.
Top notch appearance and amenities of your patient bathroom will do
more for your case acceptance than you would imagine!
If they answered an ad in the local paper, what impression did they
get from the ad. Let’s say you are trying to create the image that
you are the “Ritz Carlton” of cosmetic dentistry. If you succeed,
folks will think that you deliver both superior quality treatment, and
service. Do you? Be certain that you always strive to under-promise
and over-deliver.
Lest I forget a critical detail, let’s look at what I call “multiple
niche marketing.” There’s a rule in advertising that says,
“EMPHASIZE EVERYTHING = EMPHASIZE NOTHING.” That is, if you
try to make everything stand out all at the same time in the same place,
nothing will stand out.
Not that you have to limit your practice to just one niche in order
to be super successful. Confused? How do we account for “Master
of Nothing?” If you attempt to market everything you do all in
the same place, you will be perceived as a master of nothing. Example:
Open the yellow pages in any large city. You’ll typically find
dental ads that sound more like a recital of the ADA insurance codes!
“Dr. Dewey Dewittall. Cosmetic, family, implant and orthodontic
dentistry—as well as implant and reconstructive dentistry.”
If I had to choose someone to surgerize my jaw, Dr. Dewittall would
be the last guy I’d call! I may call for a consultation with “Dr.
Jim Johnson, non-removable tooth replacement. Serving Merrimack county
with implant dentistry since 1985.” Granted, there would need to
be a lot more to the ad than I’ve just outlined. However, that’s
a terrific start!
Let’s look at the above examples closely. Is it possible that Dr.
Dewittall, a general dentist, has the same training and experience in
implants as Dr. Johnson? Certainly. Does it appear that way to the general
public (his market)? Not at all. In fact, Dr. Johnson would get a far
higher return on investment for his ad than will Dr. Dewittall. By the
way, Dr. Johnson is also a general dentist.
Let’s reverse the question. Is it possible that Dr. Johnson also
performs the wide variety of general dental skills performed by Dr.
Dewittall? Of course. It’s just that his marketing efforts focus
on one single niche market at a time. The public’s perception of
Dr. Johnson is that he is a master of the technique in question.
How would he make folks aware of his skills as a cosmetic dentist? Two
ways. External and internal. External (advertising) must focus on a
single niche at a time. For instance, launch a campaign including direct
mail postcards, radio ads, and a local newspaper ad positioning you
as the authority on cosmetic dentistry. Internally, you can have multiple
niches all working simultaneously. Whatever the patient’s interest,
be certain it becomes the focus of your internal marketing efforts.
Bring books and photo albums into the room, highlighting your successes
in this particular realm. Use the Caesy patient education system to
convey the latest information about the subject. Bring in staff members
who’ve had similar treatment, and let them describe their experience
to the patient.
Although my primary focus and love is cosmetic dentistry, we simultaneously
employ multiple niche marketing strategies in the following areas: Diagnosis
and treatment of breath disorders— with some estimates as high
as forty-million Americans suffering, and less than 1% of dentists treating,
the field is wide open; TMJ—although not a large number of patients,
it is a very satisfying part of our “healing art,” with a
better than 95% chance we can resolve their discomfort and it’s
also quite lucrative; Brazilian immigrants—no, I don’t recommend
that you market to your local Brazilian population (unless you are in
Florida or New York), but examine your own practice demographics and
see who to whom you already appeal! We often have a hidden goldmine
waiting to be catered to.
In brief, my Brazilian story is as follows: About ten years ago, I examined
my own patient population and noticed an unusually high percentage of
Brazilian immigrants. Though they weren’t a huge percentage of
my overall patient population, they did, nevertheless, stand out. When
I looked more closely, I found the following: most had moved to the
U.S. within the last five years. A large percentage didn’t speak
English well enough to discuss medical or dental problems. Most came
in with a friend who could translate for them. The majority worked two
full-time jobs, and I ran into a couple who held three! The vast majority
appreciated about everything we did for them.
In summary, I had a local population of folks who needed, appreciated,
and chose to afford (often ahead of the VCR or stereo system) excellent
health care. On the surface, one might have assumed that they’d
never be able to afford my care. In reality, the only thing standing
between me and a successful entry into this market was a language barrier.
I now speak fluent Portuguese, and have on my team four Brazilian-Americans!
What special talents, hours, location, etc., do you or your team possess
that might help you to win the hearts of a particular niche? Examine
it. Capitalize upon it.
Another niche which is growing by leaps and bounds is that of herbal
medicine. In fact, the percentage of the population interested in herbal
and other “alternative” forms of health care will soon reach
critical mass. At that point those who are not already offering these
services will miss out terribly. And those who were first to offer them
in their town will reap the benefits of trail-blazing. Walter Hailey
(Dental Boot Kamp, 1-800-HUNT-TEX) says, “It’s better to be
first than it is better to be better.” One terrific example of
meeting the market’s interest early in the game is the Dental Herb
Company’s “Tooth and Gum Tonic” (Dental Herb Company:
1-800-747-4372). Their main thrust is an extremely powerful and effective
gum therapy adjunct. However (and as CRA’s study pointed out),
they have the most effective breath remedy on the market. Bar none!
Every office, whether perio, general, cosmetic, etc., should have products
like this available for their patients. In addition to serving the needs
and desires of your patient population, you will improve home care compliance
significantly, and establish a nice profit center, as well. This is
a beautiful opportunity for a win-win-win situation. Peridex is probably
equally effective, but compliance is the difficult part, whereas one
independent research study found 100% of patients with breath problems
reported enjoying the taste of Tooth and Gum Tonic.
Before I leave the multiple niche concept, there’s one more worth
mentioning. We have reached out to those folks who’d rather do
without a drill and without needles when possible. Who falls into that
category? Almost everyone. How do we capture that market? Adopt and
become proficient at Air Abrasion technology. We’ve used the Kreativ
Air Abrasion system for the last four years. Air Abrasion has been the
entry way for reconstructive, cosmetic, and many other wonderful patients
in our practice.
Regardless of which niche talent initially attracts a patient to your
practice, you’ll eventually have ample opportunity to perform many
of your other services. Most folks require and are interested in a number
of different dental services. By presenting the external image of mastery
of the service they desire, you will attract far more qualified patients
to your practice. After you’ve established credibility and a relationship,
internally you’ll be able to expand your focus and meet their additional
needs.
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