Dental Marketing: 7 Ways To Turn Your Dental Office Into a Hot Marketing Machine

Dental marketing is more than just a geo-targeted, search engine optimized dental website and an effective email newsletter marketing plan. It also involves branding and an effective dental office display, which should begin before patients step inside your waiting room.

marina pacific heights dental signage Great dental office signage offers you the ability to speak to those potential patients when your practice is closed.

The Wealthy Dentist went on a search for a dental practice that exemplifies great dental office display — one that effectively markets new patients on its own.

We found a perfect example in San Francisco at Marina Pacific Heights Dental Care.

This dental practice maximizes every opportunity to reinforce their brand so patients have no doubt what this dentist offers.

They also get their dental marketing right from the start with their geo-targeted dental practice name: Marina Pacific Heights Dental Care. There are over one hundred neighborhoods in San Francisco, with the Marina and Pacific Heights neighborhoods being two of the most well-known.

Are you curious how this dental office signage is considered a hot marketing machine that (very) effectively attracts new patients?

7 Ways To Turn Your Dental Office Into a Hot Marketing Machine

1. Effective outdoor marketing starts with the appearance of the office front.
The front of your dental practice is the first impression a client may have of your business. It is important to portray an appearance of professionalism with fresh paint, clean windows and an entrance that is inviting to a new patient.

In this case, Marina Pacific Heights Dental Care chose marine blue as the color to their building front to most likely match the Marina branding, plus the color blue is often associated with depth and stability. The large, bright windows give the practice a welcoming feeling, thus inviting dental patients to walk up and take a peek inside.

2. Dental signage that is easy to read from a distance.
When deciding on a dental office sign, it’s important to consider optimal letter size, fonts that are easy to see along with plenty of negative space for readability at various distances. These considerations help make sure that passers-by can read your message.

Notice how big, how bright and how tastefully done the Marina Pacific Heights Dental Care sign is. It provides high visibility on what appears to be a heavily trafficked street in San Francisco.

3. The use of the office phone number in branding.
A domain name made up of the business phone number sends the message, “Please call us. We answer the phone!”

Not only is Marina Pacific Heights Dental Care phone number easy to read for drive-by traffic, but it also is cleverly used as a web address. If you visit www.415-922-3220.com, it automatically redirects you to their actual site: www.drbrattesani.com. Dr. Brattesani takes advantage of not only his name in his marketing efforts, but also his office phone number.

4. Effective window advertising displays.
As a dentist you need to make it very clear what your dental practice offers. Dental treatment advertising can enhance your appeal while prospecting for patients.

In Dr. Brattesani’s case, he utilizes his windows to tell patients what dental treatments his practice offers, along with images of happy, smiling patients. It also demonstrates that while he does “Cosmetic Dentistry” he does not limit his practice.

great dental front door signage

5. Prominent front door signage.
The front door of your dental practice should clearly display crucial information for dental patients, delivery people and street traffic. It should display important information such as your practice doctors, operating hours, contact details and dental treatments.

Marina Pacific Dental does this effectively on their door which is clearly visible to people as they walk down the street. Take special note of the “Big Smiling Lips” and the inclusion of the Hygienist’s name on the door – classy touch.

6. The use of key visuals with pop-art sculpture.

Humans remember key visual images better than they remember words. Effective dental visuals can capture attention instantly, and communicate what your business does quickly.

This dental practice captures immediate attention with their toothbrush and mouth mirror sculptures. There is no question to passers-by that a dental practice occupies this location. These pop-art sculptures could be especially effective in San Francisco where people might be tempted to stop and have their photos taken next to one of these eye-catching icons, then post it on Facebook, or other social networking sites for their friends to see.

Plus the scupture send the message that this dentist office is fun.

7. Utilizing the entrance space as an advertising platform.
Adding something special to your entrance way with a custom welcome mat, engraved tiles or painted pavement can do wonders for inviting your patients into your practice before they open your front door. An attractive entrance adds to the ambiance of your building, both by the way it looks and by the impression it gives to street traffic and patients.

Dr. Brattesani does this effectively by literally painting the street the same marine blue color and creating a “Welcome to a new smile” floor mat at the entry to their practice.

welcome mat signage

All in all, The Wealthy Dentist gives Marina Pacific Heights Dental Care high marks for turning their dentist office front into a hot marketing machine.

It is important to leave a lasting impression in the minds of your patients. The more your people who know your name, where you are located and what treatments you have to offer, the better patient-ambassadors they can be.

It all starts right at your front door.

For more help on great dental signs see our $1,000,000 Sign Tutorial

*photos courtesy of Matt Huber

General Dental Patients Are the Most Profitable For Dentists

General Dental Patients Are the Most Profitable For DentistsFor most dental practices, a certain percentage of dental patients drive the majority of profits.

But you might be surprised to learn that the more extensive dental treatment patients may not necessarily be the best profit-drivers.

It’s important for dentists to know what type of dental patients are the most profitable to their dental practice. In studying what makes this group profitable, dentists can apply what they discover to other dental patients.

The Wealthy Dentist conducted a survey asking dentists which type of dental patients they find are the most profitable for their dental practice.

34% of dentists responded, “General dental patients are always the core (profits)!”

Here’s a breakdown of the rest of the dentist’s responses —

24% Dental implant patients
18% Cosmetic dentistry patients
11% Sedation dentistry patients
09% Braces patients
02% Dentures patients
02% Other

Here are some comments from our dentists:

“Our most profitable patients are those that pay in full before treatment begins.” (Texas dentist)

“Dental implant patients seem to always pay on time.” (Ohio prosthodontist)

“Patients who pay in full and refer other patients.” (General dentist)

“Sedation patients are the most profitable.” (California dentist)

“Cosmetic patients who want to replace amalgam with a more esthetic composite.” (Arizona dentist)

General dental patients have long been the most profitable type of dental patient for dentists, is this true of your dental practice?

Implant Dentistry Advertising Is Held Hostage by Texas Regulations

Implant Dentistry Advertising Is Held Hostage by Texas RegulationsDental implants are fast becoming the choice dental tool for the replacement of a missing tooth or teeth.

And the growing global demand for better oral aesthetics has driven an increase in the number of dentists performing dental implant surgeries.

But quietly, behind the scenes, states have been attempting to regulate how dentists can advertise their dental implant dentistry credentials.

Last week, the American Academy of Implant Dentistry (AAID) filed a lawsuit in U.S. District Court in Austin, Texas seeking to invalidate a Texas regulation that severely restricts dentists from advertising their AAID credentials in implant dentistry, according to prnewswire.

In 2009 and 2010, AAID won judicial verdicts overturning similar rules enforced by state dental boards in Florida and California.

AAID’s chief legal counsel, Frank Recker, JD, DDS, informed the Texas Board of Dental Examiners in writing about the unequivocal judicial precedents and hoped to convince the Board to rescind its restrictions and avoid litigation. “The Board did not respond to our communications for two years. Since AAID’s credentialed members continue to be in jeopardy if they advertise their credentials, the Academy decided to pursue legal action,” said Recker.

Two Texas dentists holding AAID’s dental implant credentials, Dr. Jay Elliott of Houston and Dr. Monty Buck of Galveston, joined the lawsuit as individual co-plaintiffs.

AAID is seeking a permanent injunction and declaratory judgment to strike down the Texas regulation, which allows unrestricted advertising only for dental credentials and accreditations issued by organizations recognized as dental specialties by the American Dental Association (ADA). Dentists with bona fide credentials not issued by ADA-recognized specialty organizations are required to include lengthy disclaimers in their advertising in Texas.

This limitation, contends AAID, is burdensome and prohibits dentists from advertising true statements about credentials in implant dentistry earned from AAID and American Board of Oral Implantology (ABOI).

In Florida and California, the presiding judges ruled that such advertising restrictions violate the First and Fourteenth Amendments to the U.S. Constitution, which protect freedom of speech and equal protection of the laws. Recker said the legal precedents solidly favor AAID and Drs. Elliott and Buck. Go get ’em guys!

“Consumers in Texas have no ready means of learning which dentists practicing in their state have significant substantive training in implant dentistry,” said Recker. “Awareness of AAID’s dental implant credential provides consumers with objectively verifiable information regarding a dentist’s knowledge, proficiency and experience. The Texas advertising restriction prevents highly qualified implant dentists from differentiating their training and education.”

Recker added that, in Texas, dentists with no training in placing implants are permitted to engage in implant dentistry and advertise that they perform this service. This makes it almost impossible for consumers to objectively evaluate a dentist’s qualifications to perform implant procedures.

Let’s be honest here folks, the average consumer can’t evaluate a politician, let alone a dentist.

In the 2009 Florida decision, Circuit Court Judge Frank E. Sheffield ruled that a state law restricting how dentists can advertise credentials issued by bona fide professional organizations is unconstitutional. The Florida statute prevented advertising of membership in or credentials earned from any dental organization not recognized by the Florida Board of Dentistry (FDB). Florida’s dental board only recognized specialty credentials issued by the ADA.

Dentists who wanted to advertise their AAID credentials had to include an onerous disclaimer that implant dentistry is not a recognized specialty of ADA or the FDB and that AAID is not a recognized specialty accrediting organization.

The Court decided the advertising restrictions were unconstitutional on many grounds. They violated the Florida constitution’s guarantee of the right to be rewarded for industry or professional achievement and First and Fourteenth Amendment rights of free speech and equal protection of the law.

In a clear and unequivocal verdict issued in 2010, Judge John Mendez, writing for the United States District Court for the Eastern District of California, ruled that credentials issued to dentists by AAID are bona fide and legitimate, and state laws that prohibit or restrict advertising them to the public are unconstitutional.

He struck down a state law that effectively prevented dentists from advertising credentials issued by AAID and said that AAID and the American Board of Oral Implantology (ABOI) “are bona fide credentialing organizations whose standards are rigorous, objectively clear, and verifiable.”

The Texas Board for Dental Examiners has not responded publicly yet to the AAID’s legal action.

What are your thoughts on dentists advertising their AAID credentials in implant dentistry?

Source: American Academy of Implant Dentistry

How to Upgrade Your Dental Practice?

Dental Practice, Meet Salon-Spa

One Illinois dentist is selling her practice in a whole new way – she’s created a
“one-stop shop” that includes dentistry, salon, spa and lifestyle services. Dr.
Tina Champion-Harris of Richton Park recently opened That Certain Smile, where dental work is offered alongside hair styling, manicures and pedicures, eyebrow waxing and massage.

The staff includes two dentists, a massage therapist, several hair stylists, a nail technician, an esthetician – and some even more unexpected collaborators. The center has a photographer, offers daycare to clients, and offers consultations with a range of professionals, including a plastic surgeon, life coach, trainer, yoga coach, nutritionist and financial analyst. In fact, Dr. Champion-Harris hopes to eventually open a second center with on-site plastic surgery capability. She says her goal is to eventually have ten suburban centers.

Not only has Dr. Champion-Harris developed a promising new idea for her dental practice, she’s also gotten free press for doing it. Do you have any ideas on
innovative ways to market dental practices?

The Essentials of Dental Patient Marketing: Dental Office Presentation

In last week’s article, Dental Marketing: 7 Ways To Turn Your Dental Office Into a Hot Marketing Machine we wrote about the importance of an effective dental office presentation.

We highlighted Marina Pacific Heights Dental Care in San Francisco as an example of a dental practice that exemplifies a great dental office presentation — one that effectively markets new patients on its own.

dental office presentation

This practice effectively attracts new patients 7 great ways with …

1.  An effective dental office front.
2.  Dental signage that is easy to read from a distance.
3.  Use of the office phone number in branding.
4.  Effective window advertising displays.
5.  Prominent front door signage.
6.  Use of key visuals with pop-art sculpture.
7.  Utilizing the entrance space as an advertising platform.

We asked Dr. Steven Brattesani about his obvious passion for dental marketing and attracting new patients. He offered the following –

“There are still more changes to come …  like the giant custom-designed tooth brush and mirror … which will be finished with lighting and marble bases.  I also have fiber optic LED shadow boxes that are being redone that will change color at night.  It’s funny to watch how they stop everyone in their tracks.  People walk from one to the other to see what’s inside! Being located on one of the busiest thoroughfares in my section of town with 65,000 cars a day driving by, I have tried to maximize my frontage …”

Marketing your practice through a powerful dental office presentation strengthens your identity, reminds people of your dental practice and is simply good business.

Dr. Brattesani doesn’t stop there, he goes on to say –

“Times have been tough with the economy … and (effective) marketing takes time and staying power. I have been co-marketing with local businesses. I give them a free nicely packaged travel tooth-Brush/micro toothpaste and Tooth Pick. So far, we have given away about 6,000 in this past month. It has rendered about 14 or so new patients…”

Dr. Brattesani’s dental marketing involves utilizing multiple elements to attract new patients, increase production, and make his local community aware of his services.

The Wealthy Dentist's "The $1,000,000 Sign"Dental practice marketing may seem — to the dentist —like an overwhelming task.  But really it’s a combination of sound judgment and understanding what works.

The worst thing you can do is to put it off because it seems like too much trouble.

Dr. Steven Brattesani is living proof of what can be done with a little creative spark and imagination.

If you still are apprehensive about dental practice marketing, the simplest way to start is to take a quick look at TWD’s “$1,000,000 Sign” tutorial.

An effective dental office front.
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