Shush! Did Someone Say, “Marketing”?
What is the largest known “brand” or name in the dental industry? Arguably, it is the American Dental Association (ADA) and what is the ADA doing to preserve and expand market share? They are associating themselves with known industry sectors of online CE and Marketing through their recent equity position with two Utah companies, ProBusiness Online and Intelligent Dental Marketing, (www.adaceonline.org and www.adaidm.com). One, of course, is designed to offer “the standard” in online continuing education and will prove to be an excellent resource; the other is all about marketing.
Why think marketing? Because today’s consumers are spending their discretionary dollars in our economy and they are buying lots of other things besides dental care. One of the fastest growing segments of dental care is cosmetic care. Why, because patients don’t care about dental care like they do about “feeling healthy”, “looking younger”, improving their smile a little and if it doesn’t have to hurt, looks good and is convenient, then you’ve got yourself another cosmetic patient. Congratulations, boomers are going to be spending 2 to 3 billion dollars to have great looking smiles in the next 10 years. How are you going to take advantage of this opportunity? It’s a gold rush, only it’s porcelain.
An important piece to anyone’s self-image is how they would present themselves to the public. Isn’t it interesting that the ADA who has long taken the lead in endorsing practice management as a necessary competency in dental school education, is now again taking the lead at endorsing online CE education and marketing as important components to its own marketing strategy? Why has the ADA done this? Because it knows that today’s dentist needs the additional help that is available through these two mediums and because its very survival is based upon providing value, in addition to leadership.
I have had a look at the marketing package that the ADA’s Intelligent Dental Marketing (IDM) sent me and it was excellent as it allows you to pick and choose what your custom marketing plan might look like and cost. I found the materials included in their sample proposal to be both comprehensive and attractive. You can relate to IDM, by choosing from their catalog or by working with their marketing consultant online and over the phone.
How much does the ADA’s solution to a comprehensive marketing approach cost? Well, it depends on you and what you want. For example, if you are just starting out in the first few years or attempting to re-define your mix of procedures to reflect your interests and core competencies, then you could be spending as much as 30% of your operating budget on marketing. After you are more established, you should be spending less and less. How much money is 30% of your operating budget? Well, the ADA/IDM thinks this is about $2,400 per month.
What’s included? Logo, image design and coaching, identity package printing, website design and coaching, website hosting/maintenance, direct mail post card and coaching, direct mail print/delivery (3,500 pieces per month), practice brochure design and coaching and printing (2,000). Of course you can cherry pick through their catalog of possibilities and, for example, just decide to purchase office wall art posters that promote “healthy smiles” that you create, $129, or case presentation tools or on-hold messaging systems, etc. There is any number of options available from the ADA catalog, www.adaidm.com.
Why think marketing? Because today’s consumers are spending their discretionary dollars in our economy and they are buying lots of other things besides dental care. One of the fastest growing segments of dental care is cosmetic care. Why, because patients don’t care about dental care like they do about “feeling healthy”, “looking younger”, improving their smile a little and if it doesn’t have to hurt, looks good and is convenient, then you’ve got yourself another cosmetic patient. Congratulations, boomers are going to be spending 2 to 3 billion dollars to have great looking smiles in the next 10 years. How are you going to take advantage of this opportunity? It’s a gold rush, only it’s porcelain.
An important piece to anyone’s self-image is how they would present themselves to the public. Isn’t it interesting that the ADA who has long taken the lead in endorsing practice management as a necessary competency in dental school education, is now again taking the lead at endorsing online CE education and marketing as important components to its own marketing strategy? Why has the ADA done this? Because it knows that today’s dentist needs the additional help that is available through these two mediums and because its very survival is based upon providing value, in addition to leadership.
I have had a look at the marketing package that the ADA’s Intelligent Dental Marketing (IDM) sent me and it was excellent as it allows you to pick and choose what your custom marketing plan might look like and cost. I found the materials included in their sample proposal to be both comprehensive and attractive. You can relate to IDM, by choosing from their catalog or by working with their marketing consultant online and over the phone.
How much does the ADA’s solution to a comprehensive marketing approach cost? Well, it depends on you and what you want. For example, if you are just starting out in the first few years or attempting to re-define your mix of procedures to reflect your interests and core competencies, then you could be spending as much as 30% of your operating budget on marketing. After you are more established, you should be spending less and less. How much money is 30% of your operating budget? Well, the ADA/IDM thinks this is about $2,400 per month.
What’s included? Logo, image design and coaching, identity package printing, website design and coaching, website hosting/maintenance, direct mail post card and coaching, direct mail print/delivery (3,500 pieces per month), practice brochure design and coaching and printing (2,000). Of course you can cherry pick through their catalog of possibilities and, for example, just decide to purchase office wall art posters that promote “healthy smiles” that you create, $129, or case presentation tools or on-hold messaging systems, etc. There is any number of options available from the ADA catalog, www.adaidm.com.
