How to Become Recognized as THE Cosmetic Dentist Part 3

Dr  Harvey Silverman Last week, I shared with you the first step of How to Become Recognized as THE Cosmetic Dentist in Your Community Part 2 Creating Self-Awareness Through A Self -Evaluation of Your Practice.

The most successful practices that we have worked with have followed these simple steps in their quest to reach this goal. In an effort to help you achieve those same successes, let’s move on to the next step.

Step 2 — SCRAP THE TABLOIDS, SHARE SOME SMILES

Where is your cosmetic dentistry photo album? Is it hidden under a pile of magazines?

As a prospective patient would you have a challenge even seeing this educational tool while you are in the reception area? Now open the album and look at the photos — are they better suited to be placed in a dental journal than as a motivational tool demonstrating how your cosmetic services enhanced your patients’ self-image?

Are the photos examples of your work or are they from a commercially produced album? Can your team talk with sincerity about the positive impact these transformations made if they are from a commercially available album?

Typical magazine table in a dental office

Caption: A photo of a reception area taken prior to Boot Camp. Too many popular magazines create clutter. This does not help in your mission to inform and educate patients about recent advances in cosmetic dentistry that may benefit them.

My suggestion: Get rid of the clutter of magazines and prominently place your photo album in the reception area — and only show transformations you have personally made.

marketing in your waiting area

Caption: During Boot Camp we do some minor office design changes – such as the above. You can do the same yourself.

However, there is one caveat about photo albums. While they are helpful, your team needs to know how to power educate when dental patients look at before and after photos. Having a patient simply flip through pages in the album is informative at best.

For example, some albums do not even clearly differentiate if the procedure was a crown or a veneer. And if was a veneer, was it a non-invasive veneer or did you have to prep the teeth? You and your team can add your own thoughts on the various queries patients have when looking at your photo album.

At the Silverman Institute’s Cosmetic Dentistry Boot Camp Program we found it challenging to motivate patients by simply leaving patient education materials in the reception area. Instead we advocate power educating because it is a technique that is easy to master, leverages your teams’ belief in your cosmetic skills and converts interest into a truly motivated patient — where the patient is ready to say “Yes” to proceeding with cosmetic dentistry services.

In Part 4 of How To Become Recognized As THE Cosmetic Dentist In Your Community we are going to explore Step 3 — THE EFFECTIVE USE OF A SMILE ANALYSIS FORM.

I am going to share a simple, sensible method that the dentists I consult with use. This technique helps them understand what elective cosmetic dental enhancements patients still want. I can appreciate that you may believe that your patients of record who had interest in enhancing their smile already discussed their interest with you. The surprise – and good news – is that is not necessarily the case.

About the author:

Dr  Harvey Silverman Dr. Harvey Silverman has successfully coached dentists on how to take their cosmetic dentistry practice to the next level since 1984. If you want information on how the Silverman Institute’s Cosmetic Dentistry Boot Camp Program can take your cosmetic practice to the next level, contact Dr Silverman at (216) 256-4599 or e-mail him at incrediblesmiles@aol.com.

Dr Silverman is the author of Best Cosmetic Dentistry Practices in Dental Products Report as well as Silverman On Smiles in Dentistry Today and is the inventor of the LifeLike Veneer System™ and the EasySmile Tooth Whitening System™ that will be available to dentists in 2012.

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