Dental Marketing Basics
Marketing - an important component of any clinic, but miracles can be expected soon. Dentistry - a sector in which success depends as anywhere on the human factor, to be exact - from individuals working in the clinic doctors. And no amount of success in marketing will not save the clinic, where participation is of poor quality. After all, the patient is not enough to attract - it must be held. And also to make sure that he has become an active carrier of the positive recommendations of the clinic.
It is clear that the main asset of any dental clinic is its reputation. Smoothed to the majority of ads dentistry. At the forefront of these advantages are exhibited as "proximity to the metro", "excellent equipment" and "rent from the city." And nothing about the reputation. Why, then, surprised investors when buying a clinic with the above advantages, it has to wait long for results?
So what are the key features of the dental marketing? Exactly three.
Feature 1. Dental service is forced to the patient.
Whatever "magic" was not your clinic, it can not by definition be an interesting person who does not care. Small exception to this rule is a "cosmetic dentistry."
Feature 2. The demand for dental services is price-inelastic.
This means that an increase or decrease in prices by 10-15 % remain completely unnoticed by the market.
Feature 3. The demand for dental services is of two types - primary and secondary.
There are primary demand intuitive patient. For services (help) primary demand patient can apply himself, without sending other doctors. All emergency care is a primary demand. The primary demand in dentistry is therapeutic, surgical and prosthetic dentistry, and pediatric dentistry.
It (aid) secondary demand include all types of assistance that the patient "not clear" or "not relevant without a doctor's referral." Help secondary demand is never an emergency. By means of secondary demand in dentistry include periodontics, prevention procedures (eg, hygienic cleaning), dental implants, orthodontic treatment and X-ray diagnostics.