Dental Marketing: The Importance of Patient Perceptions

Melinda Spitek and Dental MarketingWe recently published the first excerpt from Melinda Spitek’s new book, Dental Marketing: When a Shingle Isn’t Enough. In addition to being regular contributor to The Wealthy Dentist, she is CEO of Hycomb Marketing and has 23 years of experience with dental practice management.

Here is another excerpt from Melinda Spitek’s Dental Marketing: When a Shingle Isn’t Enough:

The tough thing about dentistry is that there are plenty of dental practices and very little perception or appreciation of quality dentistry by the public at large. Virtually anyone can tell the difference in quality between a Mercedes and, say, a Nissan, first by sitting in them and then driving them. On the other hand, only another dentist can truly appreciate an exquisitely fitted crown. Most patients assume that whatever dental work they received was probably the best that could possibly be done.

As a result, competition among dentists is often less a matter of procedural competency than of patients’ perception – things that have little or nothing to do with what’s going on in the mouth.

Before hollering “Unfair!” that you’re not judged solely on your professional competency, try putting the shoe on the other foot. If a patient slips on your front steps and sues you, how will you select a lawyer? From the phone book? The one who has an office down the block from your practice? One of your patients who practices law? On the advice of your brother-in-law? Maybe not. Maybe you vaguely remember an attorney who advertised in the local paper “Free Seminar: Responding to Personal Injury Lawsuits for the Professional.” Yes! Exactly what you need!

Bear in mind, the attorney who placed the ad might not be the best lawyer (the true legal genius might turn out to be the one your brother-in-law touted). But the attorney who advertised – who, in effect, marketed his practice – came to your attention as reputable, understanding of your needs and competent to respond to them.

Melinda SpitekJust click here to order Dental Marketing: When a Shingle Isn’t Enough. Plus, say The Wealthy Dentist sent you and you’ll get free shipping!

Melinda Spitek is CEO of Hycomb Marketing Inc. Hycomb is an authority in marketing for dentists. Melinda has had plenty of hands-on experience as well, having worked 23 years in dental offices. For help with marketing, just call Hycomb at (800) 523-6961 or visit



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