Niche Dental Marketing

Deteriorated Dental Office Brands

2009-06-09T08:28:00.001-07:00

> Invigorating Referrals & Refreshing New Patient Numbers

Dental brands can become stagnant and then deteriorate very quickly, depending on the conditional of the local and national economic environment and strength of the practice structure and management. Generally, within five to seven years many elements can begin to go spread apart and lose their strength without a focused reenergizing effort.

A dental brand includes the office location, facility décor and layout, dentist expertise, team presentation, practice mission, advertising statements and of course, logo design and the look of other marketing materials. Some dental brand elements will have a much longer life and other brands become outdated even before Google can rank it.

Does your dental practice brand have the strength to thrive?

Weak & Confusing Dental Brands

Employing generic marketing when dentists want to emphasize high value dental services
Advertising convenience and speed while expecting consumers to pay a high quality treatment fee
Promoting cosmetic dentistry without the look and feel of artistry within practice brand elements and office design
Building awareness of implant dentistry expertise while simultaneously focusing a lot on free and discounted dental services

Dental office brand inconsistencies mean your patients and consumers come in with hard to manage expectations.

Deteriorating & Stagnant Dental Brands

Dentists with significant expertise who have little high value public exposure
Referrals built solely on simplistic brand knowledge and expressions such as “friendly and nice”
Dental offices where comfort is not an obvious focus in the treatment, setting and team demeanor
Marketing focused on services, NOT on people and the overall value of advanced, lifelike dentistry

When a dental brand becomes stagnant and too internally focused (about what the dentist is comfortable with), patients start to look elsewhere. Simply being nice and friendly just won’t cut it anymore.

Dental Office Brand Identity

Brand is closely tied with image. A stronger dental brand can take the office image to a higher level. Dentists with exceptional credentials and a well-honed brand are an infinitely more cohesive entity. An expert can't stop adding new techniques and knowledge and a brand can't rely on one element to survive long term. Many dental office brands rely on one or two things: location/expertise, facility/high-tech or great team/superb service. These branding attempts can only cover so much ground on their own.

New dental patients are attracted because of many branding efforts. Relying on one or two elements like location and referrals means gaps in new patient development will appear. Branding is communication; communication is everything for a dental practice. Oral health, dentistry expertise, and preventive dental care compliance all need communication to make them viable within a consumer society, and ultimately, perceived as vital to each individual.

Marketing dental expertise is complicated. To be successful advocating your high value dentistry services, the complexity needs to be skillfully explained and succinctly understood. This is difficult to do when current and prospective patients are being influenced and distracted by other branding efforts that appeal to them at more basic and emotional levels from ‘free whitening’ and ‘covered by my dental insurance’ to ‘mercury fillings’ and ‘dentist visit fear.’

Marketing a full line of dental care services that are always changing and often misunderstood is problematic. This garble of clinical terms intermixed with always evolving marketing techniques adds to the confusion, which disconnects the consumer from understanding the value your dentistry expertise makes possible. A relevant and concise brand sets your dental office apart from dentist competitors selling those same services as well as other consumer services, which will end up taking precedence when dentistry is missing from public discourse.

Standing out from the generic dentist crowd has a lasting impact. Providing brand name dental services like Lumineers, Invisalign, CEREC One-visit Crowns can be helpful initially. But when every other dentist is advertising the same way, you begin to blend in again. Rather than being the “brand named” cosmetic dentistry veneers artist, invisible braces/orthodontic expert, or high-tech crown restorative dentist, develop an image that is bigger and more exclusive than a service you provide that every other dentist does. A unified and distinctive practice-branding strategy can tie together these other elements and create a focal point for your dental advertising and value educative messages.

Visual Brand Icon: Dental Logos Design

Combining a unique dental logo, cohesively designed package of materials, a congruent image with a consistent salvo of ongoing refreshed re-branding strategies can prevent your dentistry brand from going on life support.

Dental brands such as ‘drill, fill and bill’, ‘dentistry has little value’ and ‘only if insurance covers it’ survive in the minds of patients because most dental offices have similar images or generic marketing strategies. Therefore, dentistry mostly attracts one segment of the larger consumer audience - those who have tooth loss, those in pain, the insurance patient and the (non-fearful) health conscious.

Some of these consumers are desirable, but won't change their current perspective without a different message; many others are not likely to ever connect without an enhanced brand identity being presented. A unique brand that incorporates pleasant images (no dental chair mouth mining), relaxing actual patient renewed smiles (not fear producing metal probes) comfort creating service strategies like sedation dentistry (avoiding the perception that tooth pulling is the goal) as well as advanced technology for a more rewarding experience and smile makeover result has substantial potential to change perspectives and lives.

Comprehensive dental branding will bring more people from the yesteryear of bad dental visit memories to the present day ‘brand’ of total oral health with the dental ‘logo’ of exceptional value and oft spoken ‘tagline’ of painless treatment and pain free living. Effective dental branding is about high value not high cost, great service not great expense, and lifelike results not lifeless quality.

Brands focused on rejuvenated oral health and stunning smile makeovers present the public with a reason to rethink their current value system and move beyond the generic concepts of fix and maintain into the realm optimal and exceptional. Whether dental branding makes sense to you or not, many of your patients and much of the general public need an assertive and refreshing message to move in the right direction quickly enough to preserve their oral health and in many too many cases save their smiles.

Conclusion: Refreshing Dental Practice Brands

Sitting on the sidelines means more people missing out on your dental expertise and smile makeover artistry, which is a losing position for everyone. Patients lose teeth. Dentists like you miss out on revenues. Public dental health continues its supreme reign as the ultimate king of loss leaders.

Take your dental practice to a higher plane of dentistry communication. Get properly branded.

Dental Marketing Commentary by Dick Chwalek

Niche Dental President

Dental Marketing Coaching & Dentistry Communication Consulting

For Dental Brands, Logos, Websites, and Online Services contact The Peripheral Vision

Northern Dental Alliance Welcomes New Member

2009-05-31T19:10:00.000-07:00

The NDA - based in Minnesota, recently welcomed their newest dental alliance member, Leanne M. Mathieu Kramer. Ms. Kramer has worked in the dental profession for over 20 years. She brings her expertise for infection control and OSHA compliance training as well as implementation of these elements for dentist offices in Minnesota.

Leanne saw a need among these dental practices after working in the clinical setting for many years. With so much focus on quality patient care, new products and technology, many dentists and dental offices find it difficult to keep up with written infection control, MSDS, and radiation manuals.

She started her dental consultant firm Statements Plus Compliance Solutions, Inc. to help dentists achieve their other goals more efficiently and effectively.

Leanne is authorized by the Department of Labor as an OSHA Outreach Trainer in General Industry. Her memberships include, The Organization for Safety and Asepsis Procedures, American Dental Assistants Association, Association for Professionals in Infection Control and Epidemiology, and ChiroCode News.

What Minnesota Dentists Say About Leanne
"Leanne is the consummate professional. She has a thorough understanding of all OSHA policies and procedures. But more importantly, Leanne has a well-organized implementation plan that allows your dental office to be completely OSHA compliant. I would highly recommend Leanne and Statements Plus."
> Dentist in Bloomington, MN

"Let's be honest - no one enjoys OSHA, HIPAA or radiology lectures. Leanne makes it convenient and pain free. She is very organized. It's a great way for everyone to stay up to date and get CE. It also allows the doctors to focus their attention on other things."
> Pediatric Dentist - Coon Rapids, MN

"OSHA training needn't be a source of dread with you or among your staff. Get a professional to help! She will have both a diagnosis AND a prescription just for your dental practice. I offer a whole hearted endorsement of Leanne's services...she made the complex task a simpler one for us...all we needed to do is make one call. Thanks, Leanne!"

> Preventive Care, Restorative, Cosmetic Dentistry - St. Cloud, MN

READ More Testimonials at this dental consultant's website.

The NDA encourages dentists to contact Leanne and make sure your practice is set up exactly how patients expect it already is - safe, secure, and health regulation compliant.

The Northern Dental Alliance graciously welcomes Leanne as a member. More importantly, her expertise and knowledge offers NDA's client-dentists a way to achieve even higher levels of success.

READ her entire article at the NorthernDentalAlliance website.

Sincerely, Dick Chwalek - Niche Dental President

Dentist Coach and Marketing Consultant

Founder, Member Northern Dental Alliance

Laboratory & Dentist Collaboration creates Beautiful, Healthy Smile Makeovers

2009-05-29T22:49:00.000-07:00

What do consumers want from dentistry? They want lasting results. Will they always want to pay for it? That depends on how it is presented and what the dentist is actually able to deliver.

The right dental laboratory is an important element in achieving the level of smile makeover results most consumers "really" want. While everyone wants to pay as little as possible, dental patients expect their dentistry to last. Going the other direction (lower quality to hit a price point) in too many cases just exacerbates the low value view they have about dentistry.

Of course, it is not easy to overcome the low value issue when they want to pay less because they don't believe that there is value in doing more. Obviously, if you suggest more than the dental insurance industry covers, you are "selling" them a bill of goods.

The insurance companies are only looking out for their policy holders--would never steer them in the wrong direction. A dentist who is trying to heal patients has to be the bad person when they do more than an insurance company. Four years of dental school, a residency, thousands of hours of continuing education and many years of experience are merely a ploy to oversell their patients on some crazy idea of comprehensive health.

The dental insurance provider that covers $1,000 per year in dental work -- which pays for one or two restorations - has to be thinking only about the patient's long-term health. Their altruism is rock solid and is based on the best interests of their patients. That is the only way to think about it, right?

Then again, if you think about how most of us (dental consumers) access dentistry, which is usually haphazardly or only at the point of complete dental deterioration (see your state's edentulous stats here) then you might see how the $1,000/year is actually very problematic.
Imagine going five years without seeing the dentist. You can't get your $5,000 back from the insurance company (if you even have insurance). Plus your dental health probably has declined significantly. That $1,000/year might have covered things if we as dental consumers used it each year. But now you probably need to double it to correct what you have done to your smile.

So you are now up to $10,000 or let's say just $7,500. Maybe it has been 10 years since you have visited the dentist. Then it might be 2.5 to 3 times what it cost if you would have been a model preventive care patient so $25,000 to $30,000. Now who is snookering whom in this situation: the assertive dentist who actually has the expertise or the patient in denial with their insurance company with their paltry $1,000 handout?

While the insurance provider has not done anything wrong contractually, not accepting the dentist's comprehensive smile makeover plan often gives the patient the impression that the dentist is over diagnosing. Basically, the insurance company is saying, "continue doing one-tooth-at-a-time dentistry like they did back in the 20th century". Use 21st century technology for the restoration - but the same treatment strategy from back when high tech meant having the latest version of the Craftsman pliers--dentist edition.

Yes, $10,000 is a lot of money, and paying your dentist $30,000 might even seem obscene to some. Then again it was all the rage to pay a huge sum for a Harley chopper, but for some reason having a healthy set of choppers is worth so much less.

Paying a car and bike salesman enough to live in a mansion is just fine. But a dentist that have a ton of debt before they even start their career, and does work most of us could not do (that actually makes people feel better in many ways) is looked at in a negative light for wanting to make you healthier and to make some money as they do it.

There might be a few Bernie Madoff dentists out there - but before you label every dentist in that vein - look in the mirror and see how well you can smile without one in your life.

When searching out a dentist that has your health in mind make sure they work with a dental laboratory that backs them up with a quality result.

Dental Marketing/Consumer Perception Commentary by

Dick Chwalek

Dentist Marketing Coach and Dental Communication Consultant

Call 866-453-1026

Photos provided by Renstrom Dental Studio

View more of this Minnesota lab's cosmetic dentistry and smile makeover results.

Turn Around Marketing/Conclusion of Dentists Following The Sameness Stampede

2009-05-14T12:03:00.000-07:00

Read Part One: Dentists Sap Their Value When Following The Sameness Stampede

TURN AROUND DENTAL CONSUMER MARKETING

So TURN AROUND. Go another direction. Say something different. Be something different. Don't be a dentist. Don't offer dentistry. Be an expert, a lifesaver, a people problem solver, a comfort achiever, or whatever fits your expertise, experience, personality, location, etc. Differentiate!

Simply by turning around you will get noticed. This is not about exclusivity or being a boutique dental practice. It is specificity. Be specific about who you are and what you can do for the dental consumer. Yes, this is focused mostly on people with a lot of discretionary funds. But people who want what "they now see" and would pay much more than you would ever expect -- will start coming in as well - even in this tough economy.

I have seen - how this tough economy is an opportunity for making this happen. While the go-go days are gone for now - in times like this people will think about what is really valuable to them. They are ready to change their focus.

Because everyone is chasing the same thing -- there is a lot still left on the table. Turn Around your dental marketing and you will see the rewarding banquet and so will they. Think about it. There are 75 million baby boomers and 10 of millions of even older Americans - the two groups that have all the discretionary money. Plus they have more extensive dental disease and smile makeover needs than the younger set. More dental needs, more discretionary money, not sure how things can get better than that!

More specifically, I read an article that estimated there is 0 billion in dental implants to be placed right now if everyone that needed them got them. Even if it is 0 billion - if 25,000 dentists turned around and focused on them that is 0K more per year in their pocket for 20 years. Just for dental implants. Without turn around dental marketing, most people will never "see" the value.

In reality a lot less than 10,000 dentists will turn around their dental marketing because following the marketing herd is very seductive. For example, there are oodles of low-cost "following/competing" dental postcards, websites and other marketing products online right now. Google makes it even easier to follow and consume sameness.

But let other dental practices chase the tail of sameness because that means even more money is on the table for you. Of course, being creative and changing the dynamic takes some thought and commitment. But if you want more consumers to turn around and see the value in your dental expertise, then turning around how you value communication might be worthwhile as well.

GET STARTED...

Your Two DENTISTRY Marketing Choices

A) To compete, go to Google.com, Yahoo.com, and MSN.com where dental marketing sameness can be searched in all its sap-a-licious splendor.

B) To turn around, see things differently, and help your patients and consumers in this way as well, Niche Dental can help put things into focus.

Contact Niche Dental - Email or Call 866-453-1026

Dental Marketing Commentary by

Dick Chwalek

Dental Communication Integration Consultant

Dentists Sap Their Value When Following The Sameness Stampede

2009-05-08T14:52:00.001-07:00

There are TWO ways to approach dental marketing...

1) Compete 2) Turn around.

Dentists Competing for Patients

Competing dental marketing is very challenging and costly in many ways because there are numerous players. Turn Around marketing is like judo: using the "generic heft and creative complacency" of this large group to take advantage of what they cannot see or target.

Competing marketing players are looking for everyone to be their dental patients. They see this huge mass of dental consumers and wonder why they can't get a large chunk of them. They want to fill the dental chairs and maybe at some point move them to higher-level procedures like cosmetic dentistry.

There is nothing wrong with dental practices that go this route. It is just that to compete in the general arena means you communicate in simple and similar terms like your competition. You say "FREE", half-off, toothache, and dental emergencies. Possibly you now say Invisalign, CEREC, Lumineers veneers, and ZOOM! But pretty soon every dentist is saying those things as well.

Dentists that follow and compete like this often get worn out. In addition, as they pursue this sameness strategy, dental consumers get trained to expect sameness. For example, most consumers want things at the lowest cost possible, you and me included. But there some things we also will pay a lot for. "I would like a new smile but it’s a lot of money. Plus I just bought a big screen TV and we are going to Mazatlan again this year."

What is wrong then; why is your dental expertise not a higher priority? Consumers do not see YOU! They see a dentist. They see dentistry. And they already "understand" dentistry. "It should be covered by dental insurance. It should be low cost. Of course, something should be free. And finally, when the dentist tries to explain why I need a lot of dentistry and it does not fit this sameness pattern, he/she is trying to 'sell me' something.

But what if you have tons of dental CE? Can create lasting, healthy, beautiful smiles? Have many years of experience? Treat people not teeth? If you are doing one or all these things, YOUR consumers should see something else besides the "same idea of dentistry" people saw 30 years ago when things were more similar.

Yes, dental technology and all the cool cosmetic and restorative techniques can get you noticed. But the "new service/technology theme" is short-lived and often shallow in value because it is not focused on people. People make decisions and that means the "justification process" is complicated. Some of it is logical but it also has to do with fear, ignorance, complacency, and emotion. And a beautiful smile might only be a small influence on taking that final step.

People only connect to things that have deep meaning; otherwise "simple" rules the day. Free Whitening focuses on simple. Exciting, yes. But still simple, especially when Wal-mart also sells it. They only remember FREE -- whitening is forgotten quickly and then they think - free dentistry from the local dentist who must not have much expertise if he/she is promoting free services. Low cost marketing "works" - but where does it take you?

When dental consumers are not connected - you can lose them very easily. When you do general (competing) dental marketing you invite them to not expect value because you are competing with the same message everyone is offering. You are making the blur of sameness blurrier. Sameness is valueless when it comes to dental treatment beyond cleanings and "fillings".

More on Sameness Stampede Marketing In my next Dental Coaching Blog entry. NOW POSTED.

Contact Niche Dental - Email or Call 866-453-1026

Dental Marketing Commentary by

Dick Chwalek

Dental Communication Integration Consultant

Building a New Dental Office?

2009-05-05T19:29:00.001-07:00

The pitfalls of building a new dental practice can multiply in this kind of economic and business environment. Therefore, it makes sense to get an expert involved to eliminate all the common, and not so common, trial and error mistakes.

Of course, determining the right expert to handle the development of your dream practice can be another challenge.

Be sure the company, contractor, group or individual you select to develop your new office is working as much as possible in your interest. Plus the firm should be very familiar with the dental industry and the specific needs of dentists who are often sole proprietors.

My understanding of the ins and outs of finding, buying, leasing, or constructing a dental practice is fairly limited, but it seems to come down to three main areas: financing, design efficiencies, and project containment.

The dentist's positive outlook first envisioned can quickly deteriorate if the wrong location is chosen, he/she takes on too much of the project, or an element (like architectural design) is finalized too early in the process. Dentistry offices that are designed with little understanding of advanced equipment needs and dentist production realities make the servicing of debt even more difficult as well as being less healthy for the patient and the dentist.

Project containment (my term) is making sure all the elements of office construction -- from local permits to the completion date -- are effectively managed. Too many dental offices are developed without a good handle on all THREE of these areas. To avoid having your Grand Opening date blown out of the water, consider a firm with expertise in all aspects of developing a dentist's dream office.

One firm you should consider is Ymker Building. The firm has designed, built, coordinated, and/or helped finance many family, general, and restorative/cosmetic dental and specialist practices around the country. They coordinate, develop or supervise most everything. Whether you are starting out or want to take your current practice to the next level, Ymker Building can get you moving in the right direction.

I have met with Micah Taintor of Ymker and discussed his firm's capabilities. The way Ymker is structured is very intriguing. Review their website, NewDentalOffice.com and Micah's LinkedIn profile. Read about what their dentist clients have said. Then call Micah.

Successfully build your dream dental practice by working with a firm that knows how to avoid the nightmares that do-it-yourself (general contracting) misadventures can spawn.

Sincerely, Dick Chwalek

> President of Niche Dental - A Comprehensive Dentist Focused Consultancy

For Integrated, Connective, Advanced Strategies for your Dental Practice

Call 866-453-1026 - Ext 251

Effective Dental Patient Scheduling: Part 3 of 3

2009-05-02T18:36:00.000-07:00

This is Part 3 of 3: to Read the First Installment - click here.

Topics Covered in Part 3

The "In Between" Prospective Dental Patient
Dental Patient Communication Conclusion

The "In Between" Prospective Dental Patient
Your dental office is the pond and this caller is fishing without enough bait. They really don’t understand what Dr. Expert Dentist Of Dentistry does differently than every other cosmetic, restorative, or implant dentist, but they want to know more.

Problem is they would be initially shocked by this dentist’s fee structure and comprehensive treatment plans. The key here is guidance not necessarily scheduling them for a dental appointment or smile consultation. Yanking on their line too hard now could just get a hook in someone’s eye or send them to another dental practice’s pond.

Here is what your dental office front desk person should listen for…
• They might have seen Dr. Expert Dentist's ad, some reference or heard from someone about Dr. Expert Dentist, but little has been decided
• Insurance might come up, only because they think they need to mention it (phone answerer shouldn't bring it up)
• Want more info from Dr. Expert Dentist of Dentistry (don’t assume it’s an in-practice consult request – Dr. Expert Dentist email or phone call might work)
• Lots of questions (answer them – explain an initial consult to them – get comprehensive in conversation – etc.)

Dental Patient Communication Conclusion
By identifying the dental patient's preparedness, you are able to deliver right dose of communication so they are not overwhelmed with your treatment recommendations.

Make sure new patients are prepared to accept the level of dental care you present to them. Then prepare yourself to be THE cosmetic dentistry, dental implant, smile makeover expert and generate revenues to match!

Call to get your communication prepared for case acceptance success.

866-453-1026 ext 251

Dick Chwalek - Niche Dental President
Dentist Marketing Coaching
Dental Communication Consulting

Effective Dental Patient Scheduling: Part 2 of 3

2009-04-26T06:27:00.001-07:00

This is part TWO of a THREE part series on dental patient communication.

For Part One click: Effective Dental Patient Scheduling: Part 1 of 3

Topics Covered in Part Two...

The "Fully Prepared" Prospective Dental Patient
The "Unprepared" Prospective Dental Patient

The following descriptions are not absolute, but are guideposts for moving the dental patient in the best direction possible during that initial telephone inquiry. While these concepts are focused on high-end cosmetic/esthetic dentistry and reconstructive care with dental implants, they can be augmented for any type of dental brand and niche.

The "Fully Prepared" Prospective Dental Patient
The more of these qualifiers they have or bring up, the better prepared they are.
• Have reviewed your dental Website
• Have seen your dental postcards or advertisements
• Specifically ask for a smile makeover consultation
• Ask about specific high-end services like dental implants, Invisalign orthodontics, sedation dentistry, porcelain veneers, Lumineers…
• Bring up complex dental language (“I think I need full mouth reconstruction.)
• Identify you as a specialist, expert, the best dentist on the Internet (“I really researched you. I don’t see anyone else that compares.”)
• Have been to other dentists and don’t like what they did or recommended
• Are out of Area/State callers
• Are referred by your other smile makeover patients

The "Unprepared" Prospective Dental Patient
These callers are looking for “a” dentist. They are more than likely “Yellow Pages” patients: literally or figuratively. Meaning they called a number that just happened to be associated with Dr. Dentist Of Dentistry and dentistry of some kind. They are not focused on dental expertise; they merely want a tooth problem fixed.

Sending, or directing them to, more info before their first dental visit or smile consultation is vital.

Following are issues that denote a low level appreciation for and/or understanding of comprehensive dental rejuvenation. Your dental office front desk person should listen for…
• The patient has a toothache (with few other details provided)
• They want an appointment fast, emergency dental care
• Dental Insurance is a big issue (They won’t let you focus on expertise or value)
• The patient wants to know about cost – most everything comes back to how much Dr. Dentist Of Dentistry charges
• A teeth cleaning appointment is their fist concern
• They called about your discounted coupon, free whitening, half price exam…

Part 3 of Effective Dental Patient Scheduling Includes these two topics...

The "In Between" Prospective Dental Patient
Dental Patient Communication Conclusion

Read the final installment of this Dental Marketing in the May 2, 2009 Blog Post.

Photos Show How Dentistry Transforms Smiles, Health

2009-04-24T07:15:00.000-07:00

Is a smile makeover of any kind really worth it? That depends on your oral health and/or your personal preferences about appearance. But because there is a financial element to the treatment, the planning and execution need to be very refined to get the result everyone is shooting for.

Of course, the cost of deteriorating dental health can be much more than the dollars invested in making things right again. And while beauty is only skin deep (or in this case a tooth veneer in thickness) - confidence has a value that is a lot harder to measure.

Photography showcasing the before and after conditions of the teeth and overall smile are an effective way to explain the value it offers. And these photos are also useful for achieving a successful result. The photography helps communicate to the patient, dentist and dental laboratory what is proposed and the result expected.

You might never need or want a smile makeover. But the dentists doing them need all the communication they can get to create a healthy, esthetic and functional result. Dental CE courses and seminars like the one below are what dentists need to get it right, time after time.

Dental Photography Training Hands-On Course

Presenter: Rick Spaulding, Nationally Recognized Digital Dental Photography Trainer

Where: Renstrom Dental Studio

Address: 4225 White Bear Parkway, Ste 1240
Vadnais Heights, MN 55110

When: Monday, May 18, 2009
6:00-9:00PM

Many dental offices have attended seminars on dental photography, and many practices have purchased a dental camera, intending to use photography to better communicate with their patients, dental laboratories and insurance companies. But many offices don’t have a camera, and many that do are using their camera infrequently, or not at all.

For over nine years, Rick Spaulding has given presentations about the benefits of better dentistry photography, and many of you have seen him speak. This hands-on seminar and approved CE course will put a camera (yours or ours) in your hands, and Rick will show you how to take all the photos that are necessary to help Renstrom Dental Studio make the best possible esthetic dental restorations for your patients.

You’ll be amazed how easy it can be once you have a chance to practice your skills without the pressure of working on an actual patient.

This seminar is provided at no charge for current Renstrom Dental Studio Clients. Due to the hands-on nature of this seminar-we are limited to 12 participants (maximum of 2 assistants per dental office).

If you will be bringing your own camera, please let us know the specific Body, Lens, and Flash models so we can be prepared to help you get the best results.

Three Dentistry CE Credits (DANB Approved) will be provided.

RSVP Renstrom Dental Studio

CALL 1-800-747-1321

or EMAIL Jenna@renstrom.com

Effective Dental Patient Scheduling: Part 1 of 3

2009-04-23T21:15:00.001-07:00

Getting the “most prepared patients” for cosmetic, restorative and implant dentistry in the door is the ultimate goal of the dental office scheduling process. Of course, identifying those patients can be difficult if certain criteria are not decided upon by the dentist and dental office team to differentiate who are the best-prepared patients.

The following information will make the dental patient selection process more effective; thereby increasing new patient numbers for high-end dentistry and improving smile makeover case acceptance.

Dental Care Visit Caller Discovery Process (Part 1 - below)

The "Fully Prepared" Prospective Dental Patient

(Part 2 - 4/26/09)
The "Unprepared" Prospective Dental Patient

(Part 2 - 4/26/09)
The "In Between" Prospective Dental Patient

(Part 3 - 5/02/09)
Dental Patient Communication Conclusion

(Part 3 - 5/02/09)

Dental Care Visit Caller Discovery Process

The dental team phone answerer must determine – by the questions asked and not asked where the person is at in their appreciation and understanding of high-end dentistry value. It will also be evident by the tone of the voice or by the urgency of the issue – how “far along” the caller is.

Another key element of the discovery process for the dental office phone answerer is listening attentively for what the prospective patient understands about Dr. Dentist Of Dentistry’s expertise and care philosophy (or his/her brand). Has the prospective dental patient build up any trust in the dentist (you) previous to their first dental visit? This is not easy to do, but neither should it be considered overwhelming to accomplish.

The dental office phone answerer must focus on increasing their proficiency and not dwell on individual situations or missed opportunities. Learning from each caller and new patient call situation, taking detailed notes, and asking key questions is more important at this juncture than interacting successfully on each call. Bear in mind that even a partial improvement in scheduling effectiveness can benefit your dental practice, so there is no reason to rush the process.

The caller will often have many inaccurate, under researched and/or naïve perceptions about dentistry. It isn’t efficient or productive for ALL of those questions to be answered during the phone call. The reality is few consumers can be transitioned unless they are prepared at many levels. The phone call is usually an early point in the preparing process especially if dental marketing has been absent from the prepping groundwork.

The scheduling qualifiers for prospective dental patients, noted below, are more important than the specific questions asked of each caller. The new dental patient, phone-answering concepts, discussed below, will help your front desk person understand the caller’s stage of case acceptance “readiness” and manage calls more effectively.

The caller should know they are not calling “a” dentist; they are calling the Dr. Expert Dentist Of Dentistry, YOU! The telephone answerer must understand AND value this distinction to effectively qualify these dental patients.

The caller (prospective dental patient) must be informed of this distinction, understand it and then "qualify themselves" before they are scheduled for a dental appointment. When they get to the dental practice, the new patient should be guided to the most efficient resource for moving up the “prepared” ladder.

Topics Covered in Part Two...

The "Fully Prepared" Prospective Dental Patient
The "Unprepared" Prospective Dental Patient

Continued - in 4/26/09 • Niche Dental Marketing Blog Post

The Niche Strategy for Dental Practices

2009-04-19T23:34:00.001-07:00

The extensive Dental CE credits you've racked up. The copious quantities of new dental technology you've installed. And substantial team training hours you've undertaken are about to be accessed by an onslaught of new dental patient.

How do you achieve this "big line at the office door" result? It is actually very simple: just start doing LESS. The consumer is overwhelmed by everyday life. You need to standout by simplifying what they need to know about your dental services and dentistry expertise.

Everyone needs a dentist. Sadly, many people put it too far down the priority ladder because they are human like us. Procrastination, denial and fear keep everyone of us from getting things done. A well defined niche gets the message across in a value building way, encouraging a proactive response.

Most dentists offer dental services to the "masses". Some get a new technology and standout for a couple months. Others promote "general" cosmetic dentistry. But overall it is a wide focus. And the consumer puts you in the same boat as every other dentist. More importantly, the value of your dental expertise is lost at sea in this generic fog.

Pursuing a niche practice strategy is a powerful advantage when coupled with consistent, repetition of your core messages.

Narrow the conversation to improve brand recall. Build value with connective, comprehensively integrated communication. Be proactively repetitive to prevent dental care priority decay.

It's time! Wipe generic dentistry images and ideas from their eyes. Put your expertise out where they can see it. Define your dental niche. Refine your dentistry communication.

Schedule a consultation with dentist coach and dental marketing consultant Dick Chwalek.

Call: 866-453-1026

Email: consult@nichedental.com

What is the best marketing for my dental practice?

2009-04-17T19:08:00.001-07:00

I wish I could tell you what is the best type of dental marketing. Unfortunately it is a secret. Fortunately my ability to keep secrets is feeble.

The other dental advertising firms have a FREE report of SECRET MARKETING STRATEGIES that you to sign up for and then have to wait for the email. Then it turns into some kind of bait and switch and you realize there was no secret except the fact the secret was - there was no secret.

The difference with my dentist coaching and dental consulting services is that I give you the report upfront and all I ask is that after reading it you send me $1,000 or $10,000, whichever fits your budget.

I would prefer $10,000 since I just got the FREE REPORT on the SECRETS of LIVING TO 100 and after getting them, was persuaded to purchase their products that cost $9,000, which included healing magnets, super-sized supplements, ancient Chinese herbs and feng shui (fung shway) dung infused organic soil for my garden.

Then a few days later I talked to my doctor who did not have a free report - which made me wonder if he actually knew what he was doing (or how successful marketing worked). He says to me, "You can also live well by eating in moderation, drinking in moderation, exercising at least moderately, avoid sucking down a pint of nicotine with a shot of carcinogen each day, and brushing and flossing."

I thought - you tricky one - you logically and scientifically trained health professionals. What is this? I knew that already. Yes, I want a well trained engineer building my bridge and someone that actually knows materials science to build my iPod, but for my health, I want something that sounds like it came from the UFO that lands in my yard every night.

Health can't be something I know how to do - then I might be the problem. That means I need to actually do something. It should be something totally fascinating out of my control and nearly magical to be effective.

Sadly, Niche Dental is based on something different than fantasy. My bait is mostly about throwing the switch on of reality.

As humans, we want to believe there is something easier and simpler - because we need easier and simpler so we can do more of what we would rather be doing. Like your dental patients. They want their visits and treatment to be painless, costless, done in a minute or in no time, no further obligations, and last until they want it to.

The answer to this complex dilemma is simple: just COMMUNICATE in some new way that you are not doing now.

Should you do your dental marketing in a certain quality, complete, targeted, consistent way? Yes. Of course.

But what if there were TEN people who needed dentistry of -- any kind. And you got 7 of them to brush and floss regularly and get to a dental visit once every three years instead of -- never. Rather than losing all of their teeth by the time they hit 60 years of age - they make it to 67.5721 years or almost 67 years and 6 months? Would that have been better than only 60 years with teeth? Of course.

Therefore, you simply need to COMMUNICATE MORE! This will change the dynamic in some way for a few patients...

There you go. The SECRET of Dental Marketing Revealed RIGHT HERE!!! No obligation of any kind. No need for me to get your email and send you a lot of stuff that is so super secret that only the magician behind the Web curtain can make it appear. And for that, just send me $1,000 - I mean $10,000 and we are even... No questions. No lawyers. No harassing calls. 10 Large and I am good...

Now, about communicating/marketing in a quality, complete, targeted and consistent way. Obviously that level of communication commitment is better - you are able to get beyond the basics like the other 3 of the 10 patients above that we have not dealt with yet.

One of these three remaining patients in my example gets a dental implant supported denture, which that patient uses to build an empire - "I liked the dental implant gadget so much I bought the company!" You put that in a press release about your amazing dental expertise and become the talk of the town. Use this headline - no charge (after I get my 10 large). One dentist. One implant supported denture. One Mega Success. America - ya gotta love it!

The 2nd patient of the remaining three (or now remaining two - sorry this is confusing) gets ongoing periodontal treatment and avoids a heart attack (or a stroke) which the patient in this example would have had without you MARKETING TO THEM - because they did not know about the link between gum disease and DEATH!!!!

The last patient (or the third of the three or last of the one... No we will call her Patient Ten - because of HIPAA I can't say that the patient is Sally my neighbor - so don't ask...) also gets whitening, veneers, and other amazing dental treatments for the smile makeover you now can present to all your other patients and the public to show them what is possible today with advanced restorative and cosmetic dentistry.

But Dick what exactly do I do? Dental postcards? A practice brochure with my smile makeovers in it? A dental website for my office? Yes. Yes? But Dick I need more. Then I will add some weight to my list.

So you want to know why we gain weight? No, Dick I want to know about marketing and what to do.

Calories in - calories out. It is that simple. No Secret Dental Advertising Reports. No bait and switch - just the reality that you need to say more, say it in the best way you can - right now and then keep augmenting, enhancing and moving forward.

Stop sitting around in the living room sofas of indecision and consuming all the dental marketing mumbo jumbo calories. Work with my strategic partners (see below) and sign up for my coaching. Call or email one of us.

Dentist marketing coaching provides the right information at the right time as well as ongoing encouragement to make things happen in a shorter time span. If you want more proactive integration, ask about my dental communication consulting services.

If you want other options - I have heard of this Google thing, and this Yahoo is another, and there are many more. Search for the marketing partner you want to work with. But make a decision.

As you wait, teeth fall out, bleeding gums persist and strokes and heart attacks are removing qualified candidates from your potential patient list.

No dental patient wants to be "sold" something they don't need - but if they are missing what they need to know and don't know what is possible now to make it better - the bill of goods they end up with could be much worse.

DO NO HARM - dental marketing is very healthy for your patients and the viability of your dental practice.

Dental Marketing Commentary by

Dick Chwalek - Niche Dental

Dentist Marketing Coaching and Dental Communication Consultant

Dental Websites, Logos, Brochures, SEO, PPC advertising

The Peripheral Vision

Direct Mail, Postcards for Family, Cosmetic Dentists and Orthodontists, Keep In Touch Marketing

Express Dental Marketing

Dentists Improve Their Skills - Patients' Smiles Benefit

2009-04-07T22:54:00.000-07:00

Why ever pay out of pocket for your dentistry? It can't be that some dentists might actually have skills worth paying more for. No, dentists should stick to what worked in past centuries so they can be as far behind as your dental insurance company.

Your insurance coverage should focus on dull, 15th century metallurgy. If your dentist wants to do more than one tooth at a time (a natural-looking smile makeover for example), be wary, very wary, Larry and Mary, and be contrary about treatment approaches that are contemporary. Only consumers that can think for themselves should try something of this age.

If you would rather hitch up the oxen and take that road usually traveled, let your dental care insurance provider dictate reality to you. "Larry. Mary. And little Teri... The blacksmith is ready to see you now."

For dentists who also want to do more than a feudal lords of insurance recommend, they should attend this dental CE seminar...

====================================

Renstrom Dental Studio laboratory and Nobel Biocare encourage dentists in Hudson, Wisconsin, and Twin Cities, MN area to attend this upcoming evening continuing education course:

Nobel Dentistry Esthetics: Maximizing Clinical Results with Procera

When: May 6th, 2009 • 6:00PM – 8:00PM

Where: Holiday Inn Express • 1200 Gateway Blvd
Hudson, WI 54016

No cost for attending

2 C.E. credits will be provided

Soft drinks and Appetizers will be served

This dental seminar will be an educational session informing its participant dentists on the latest capabilities and options of the Procera line-up of esthetic restorations.

The possibilities of Nobel esthetics go far beyond traditional crown and bridge work. Our goal is to teach the many applications of the latest Nobel products, how to work with these products efficiently and effectively, and how implementing them into your practice can be a profitable and excellent opportunity to grow your practice.

Dentists will also have the opportunity to hear about new cutting edge dental technology including the optical impression scanner!

RSVP Renstrom Dental Studio

CALL 1-800-747-1321

or EMAIL Jenna@renstrom.com

Randy Renstrom is a Northern Dental Alliance Member

====================

Dentistry Commentary By Dick Chwalek

Niche Dental - Dentist Coaching and Communication Consulting

866-453-1026 ext 251

Study Confirms The Value of Dentistry Marketing, Advertising- Now Start Doing it

2009-04-03T09:17:00.000-07:00

While the dental marketing study I am referring to in this blog article dates back to 1999, it shows how much is already verified that we don't know ourselves or just have not acted on. Ironically, that is the same situation for many dental patients as well.

They know they need dentistry, but often have not been "convinced" that it is required as often as dentists recommend and/or it should cost as much as it does. Then there is the pain, fear and insurance issues to contend with. The only way to close this gap in their smile health knowledge and appreciation of dentistry's value is through communication.

Maybe some dentists still view dental marketing with a high level of skepticism and even dread. But to dispel the same perspective about things like the consumer dreading root canals and 'it can't cost that much--dentist trying to sell me something I don't need' skepticism, something NEEDS to change.

Keep selling dental marketing short (which really should thought of as proactive and assertive communication) or start getting out there and telling the story people need to hear (on a consistent basis) to have the dental health they need.

Of course, I am just trying to sell you something you don't need (like an implant smile makeover). So don't believe me - a dental marketer - let a well researched study from a totally independent source make you a believer. Or not...

Just like the consumer, dentists can go on believing that dentistry has not changed since 1979. Too many consumers still believe little has changed from an experience, clinical, and cost perspective, but you know they have. It is just that the "secret" is hidden from them by dentists afraid to go beyond the dental chair consult. Basically, ignorance of what is best alludes both dentist and dental patient.

Remove this fog of yesterday's dentistry. Dentists should no longer fear or disdain proactive marketing. Realize that communication is what makes change possible. Yes, marketing can be done badly. Just look beyond the purveyors of Schlock and Awful!

Maybe my scolding is mostly self serving - but I offer the following British dental marketing study as a "lifelike esthetic porcelain bridge" to a better dentistry future here in 2009.

British Dental Journal 186, 436 - 441 (1999)

Published online: 8 May 1999
Subject Category: Patient management
Patient care: Marketing dental care to the reluctant patient

Marketing Blog Commentary by...

Dick Chwalek - Niche Dental President

Call 866-453-1026 Ext 251

Dental Marketing Coaching and Dentistry Communication Consulting

Dentists Need to Get the Word Out: PR 'Stimulus Package' Makes It Possible

2009-03-30T23:03:00.000-07:00

If dentists really want to make it in this economy, at any time - they need to make their value known beyond the dental chair. As a Northern Dental Alliance member, I wanted to start the ball rolling with a promotion that makes it easy for dentists to get started on building dental care value awareness...

Northern Dental Alliance Member Provides Dentists with Public Relations Stimulus Package

Niche Dental marketing consultant and Northern Dental Alliance member Dick Chwalek has developed a Dental PR Stimulus Package for dentists in Minnesota and surrounding states. The promotion was developed as a way to introduce dentists to the benefits of connective communication and enhancing public awareness of their services.

The economy has changed how many consumers view dentistry. Have they stopped wanting smile makeovers? Do they want cosmetic dentistry less? Are dental implants placed in a 'some other time' file? The answer is not really. For example, the savings rate has jumped from 0% in 2005 to 5% in January 2009. That means many people have more money “waiting in the wings' than they did before. What are they going to do with that money if dentists hide out?

The PR stimulus package promotion gives one dental practice each month a quick, no cost way to get the word out about their dentistry by simply signing up for a newsletter. Plus dentists who attend Northern Dental Alliance seminars for business CE will have the chance to receive a written and distributed press release as well.

According to dental coach and consultant Dick Chwalek, “Dentists who have zero public relations will get zero percent of the dentistry those patients need and want. Consumers are spending their money right now, but only when they see value. If dentists are not communicating online and off, consumers will find another dentist or another service if dentistry has not been presented to them in the interim as the place of value for that money.”

There are two ways dentists can get a no-cost press release.

First, sign up for the Northern Dental Alliance email Newsletter

> One press release given away each month with sign up

Second, attend a NDA sponsored dental seminars and/or a seminar presented by a NDA member

> One press release given away after each seminar

Northern Dental Alliance members work with dentists to improve their businesses, enhance clinical skills, protect their investments, and increase their personal financial security.

Contact Information
Dick Chwalek
Northern Dental Alliance Member
> Dental Communication Coach
> Dentistry Marketing Consultant
Northern Dental Alliance

Chwalek@northerndentalalliance.com
866-556-6213 ext 252
Niche Dental
11765 Bishop Ave NW

Comprehensive Dentist in Traverse City Launches New Dental Practice Website

2009-03-23T22:10:00.000-07:00

Traverse City, MI - With all the economic turmoil and instability, consumers are earnestly searching for genuine, long-term value. Advanced comprehensive dentistry is one way for consumers to realize many lasting benefits as well as immediate results. Cosmetic and restorative dentist, Dr. Brian Klym, has developed a new website to showcase the far-reaching value associated with up-to-date, painless, complete dental care.

NorthwoodDentalTC.com provides Traverse City area consumers with a resource for understanding what is possible: financially and clinically. From total oral health rejuvenation to aesthetic smile makeovers, this new dental practice website textually explains and visually demonstrates the value available. Visitors will see how a state-of-the-art facility has transformed stereotypical notions of dentistry.

Special Features of this Traverse City, Michigan Dental Website
• Before/After Photos, Testimonials Demonstrating: Smile, Confidence, Life Transformations
• Complete Dentistry: Cosmetic, Implants, Restorative, General, Preventive
• Calming Comfort: Relaxing Environment, Sedation, Digital Diversions, Mercury-Free
• Frequently Asked Dental Care Questions

Dr. Klym, who is certified in oral sedation and has extensive experience in all forms of dentistry, focuses his practice mission on three service themes: Positively Confident, Authentically Affordable, and Truly Trusted. The “Why Northwood Dental” web page explains each service theme in detail.

Traverse City area residents in search of real value and comprehensive advanced dentistry should research their choices. Before making their final dental care or cosmetic dentistry decisions, local consumers are encouraged to visit NorthwoodDentalTC.com.

According to Dr. Klym, “I wanted to develop a website that provided the content prospective patients need to make informed decisions about their dental health. Whether it is smile makeover veneers or tooth-saving root canals, no one should get less than what they deserve, especially in an economy like this––when every dollar counts.”

Website Development
Cosmetic Dentistry, Oral Health Rejuvenation by Dr. Brian Klym
Dental Website design by The Peripheral Vision
Content Guidance and Writing by Niche Dental

Contact Info
Northwood Dental
Brian P. Klym D.D.S.
10748 E. Traverse Highway
Traverse City, Michigan 49684
www.NorthwoodDentalTC.com
(231) 947-7202

Dental Website Launch

Value Marketing Versus Lowest Common Denominator In Dentistry

2009-03-22T14:25:00.001-07:00

I wrote the following article to explain my theory of 'value dentistry marketing'. Yes, at some point we all go to Wal-mart for toilet paper (my shorthand for whatever we deem of minimal value). But when marketing a service based on expertise, focusing on discounts can diminish consumer respect for that expertise.

Basically, should dentists be associated with HALF-OFF type advertising simplicity (gimmicks) even though 'it works'? Mixing marketing simplicity with dentistry complexity has significant backfire potential. It can be used but only with a very steady hand.

The main reason I developed this theory is the dilemma caused by dental insurance. Just ask any dentist how much influence insurance reliance has on the acceptance of their treatment recommendations. Consumers often use dental insurance coverage to dictate or control their level of acceptance. "My dentist tried to sell me on some procedure. Obviously, it was not needed - because my insurance hardly covered any of it!"

Discount dentistry has the same potential. "The other dentist down the road has it for half price. Of course, the other dentist is charging too much. Plus he takes all insurances (even though that means he has to treat more patients - maybe not as thoroughly) to make the same amount of money."

Read the entire article to see if my theory holds up. Just so you know, the article is mercury free and prevents dental marketing decay...

Excerpt and link to entire article on my website...

Dental Marketing Lowest Common Denominator Dilemma

Money-off dental advertising, marketing concepts don't interest me as much as they do my industry cohorts. While they 'actually work' for many consumers, it has many counterproductive elements. Who doesn't want to save a dollar or two? Unfortunately, this diversionary focus on cost means little else is being communicated effectively to the dental consumer.

After viewing four or five coupons on a dental flyer with BOLD lettering and lots of dollar signs ($500 OFF!), what else is the consumer going to remember about it? When buying garbage bags and gas, focusing on price makes a lot of sense. These are simplistic items and easily made decisions. They are ‘commodities’ of short-term value.

Dentistry is complex and always on the periphery of the consumers’ understanding so even intelligent and upscale people are often in the dark. Piling discounts on a complex service like dental care puts the learning curve on a slippery slope. It also stagnates the value of your dental expertise (or worse). For example, if the barbershop is doing coupons for haircuts AND dentists are also doing coupons for a some hair-raising procedure – is there any reason for the consumer to believe dentistry has changed much since the day when the two (hair removing and hair-raising procedures) were both under one roof?

Okay, the barber/dentist comparison is a bit of a groaner, but there is reason for concern… Maybe giving money-off is good for the lower income person who might not go to the dentist without a ‘cheaper’ version? Yet, many of these offers are for the new dental patient, which means the lower income person is often out of luck in the next round. Then patients are jumping from one deal to the next and the dentist is only providing another lily pad band-aid, not a real dental care home.

Another not-so positive way ‘it works’ is to draw in the price-conscious person—who believes in dentistry – but will wait for a ‘deal’ before they do anything. The hope here is that these patients will become better dental consumers once the practice and its team mesmerize them. It works for some dentists more than others and but mostly on the fringes. Plus it is NOT what most consumers would expect from a ‘doctor’s’ office—discount bypasses, this week only!

Businesses that know exactly who they want as a clientele, speak directly to those consumers. Dentists who want patients who will stay in the practice--but market to the discount group--will find it difficult to upgrade care to those consumers. Dentists with selling prowess will do better when starting with the discount crowd, but why put start with a deficit when it can be avoided. The dental marketing (or communication) dilemma is: how do you attract new patients without hammering the discount angle?

One thing to realize is that patients and consumers only get scraps of information during the dental visit. The dentist or dental team member presents a lot of it verbally. The dental appointment is not the best environment for absorbing complex ideas. If most of it is verbal, then 'in one ear and out the other' is usually the effect achieved.

If discounts are all they are seeing outside of the dental visit, then their concept of dentistry is not unlike the dollar store perspective. If it is not CHEAP or on SALE, it is overpriced!

With most dental marketing campaigns there usually is nothing coming their way that builds value. Once in a while a small percentage will see an ostentatious dental ad in an upscale city magazine or some dental technology news blip. The advertisements and messages have nothing in depth or value building besides cool technology or Hollywood smile makeover concepts, which an even smaller number of people will relate to. This improves advanced dentistry’s value around the edges, but for most it is pushed out into the realm of expensive, elective and extra.

To Read Remainder of Article, click...

"The Dental Marketing Lowest Common Denominator Dilemma"

Dental Coaching and Dentistry Consulting

Contact

Dick Chwalek at Niche Dental

866-453-1026 Ext 253

Online Patient Communication Systems

2009-03-19T22:32:00.000-07:00

Keep in touch. Stay connected. Communicate for success: yours and your patients. Online dental practice communication systems are all the rage. The dentistry marketing secret you will only hear here. Listen close... They work!

Oh yah, most communication works. Is online any better? In some ways, maybe. The lack of conversing with your patients is what does not work. Internet and cell phone based communication is just how many of get our information now. Humans need communication to do anything. Technology merely adds a digital layer to it.

Use the telegraph if it means you will present your dental brand and health information consistently. Just converse and then converse again whether it is tooth-saving root canals in Traverse City or dental implants on Long Island. Communication will heal many dentistry problems. Including being filling out another pillar of your dental marketing strategy.

Find out more at - Read Dick Chwalek's Dentist Coaching Blog (the first entry)

Main Dental-Dentist Marketing Coaching Blog

Talking Value: Dental Coaching, Consulting, Marketing, Advertising...

2009-02-27T14:30:00.001-08:00

Consistent, connective dentistry communication can improve how consumers understand your brand. Whether it is a downturn or a boom, targeted visual, written, or verbal presentations of your value will raise the priority status for your services or products.

People sit on their hands in a tough economy until value has been redefined for them. They have become wary, which slows their reaction time to marketing messages. Refocus them on the complete dental health and confidence building value you offer.

As a dental coach and consultant for practices who focus on oral health and aesthetic smile makeovers, I avoid putting the emphasis on cost (even if some pricing element is somewhere in the design or message). This is because devaluing professional services leaves little room to promote the higher level elements, which are the life blood of many dental practices.

Using the right photo with a synergistic message can effectively refocus the consumer on value without creating conflicts with costs. Since most of us have a lot less money (on paper and otherwise) than we did 18 months ago, a lower price - especially with higher level treatments like dental implants - would make very little difference in most cases.

For restorative and cosmetic dentists in this environment, value trumps price.

Sincerely,
Dick Chwalek
Visit Niche Dental - Connective Communication Strategies, Marketing, Advertising, Websites

Coaching Can Dramatically Change Your Dental Practice

2009-02-24T11:08:00.001-08:00

Insurmountable problems overcome! Complex issues resolved! Extremely negative environments made efficient and productive! All you need to do is rub this lamp. No, drink this potion. Or was it wave this wand?

Anyway... There are many things promoted to dentists on websites that make it sound like solving your new patient, treatment acceptance, team or marketing issues is as easy as signing up for some "Super Secret" FREE Dental Marketing Report!

When was the last time you got anything from anywhere that was free that solved more than a minor problem? (Except for the little blue pills the doc gave you last week because of your underperformance incident.) Of course, the other side of the coin is most dentists won't be able to make changes unless the solution has some "easy" elements. There just is not enough time in the day to add a complex process to the mix and see it through.

However, not attempting to solve your dental practice communication dilemmas, even if the solution is complicated to implement, is very risky in the current environment. Consumers need you to be up to par on your communication merely because of the viewpoint, fears and complexity surrounding dentistry. When consumers are holding back on their spending, it is even more crucial to circle the wagons around your dental practice communication strategies, and improve them in any and every way you can.

Luckily, my solution for dentists is fairly easy to implement as well as flexible and scalable. It can be summed up in just two words: communication coaching. Is it magic? Compared to the piles of elephant woo-woo the Internet is trying to sell dentists (for free - yah, whatever) the potential for 'magical' results is much more likely.

Communication is everything. Is it the magical elixir of business success? Dental coaching creates a structured environment to work through all the communication issues that keep you, your patients, team and community from getting effectively 'involved' in your brand.

I call it developing a connective communication strategy. Imagine being able to solve even the most complex problems by just asking questions. Is this really possible?

Well, I know of a guy who solved every engineering problem he was asked to solve: and these were some of the most complex problems in the automotive industry during the 1960s. In one case he was able to 'save' Willy's Jeep from disappearing from the automotive American lexicon.

Okay, maybe that is an exaggeration, but rather than being the super engineer who could do everything, he knew the answers were in the people who worked there. He 'connected' the dots of the problem by empowering those who had the answers to develop them into a solution.

This engineer worked with car industry giants. Yet he always knew these 'giants' had only a few of the answers, and got even less done if the rest of us were not brought into process. The coaching I offer brings you into the process because without you strategically involved in connecting the dots, your dental practice cannot achieve all its goals.

This is about more than dental marketing. It connects everything together, in the manner, at the pace, and with the budget that best fits your dental practice situation. This is not a 'system' - or even a technology - it is communication that incorporates on the ground reality with how people perceive it, to deconstruct the environment, optimize the strengths of the team, dentist, the practice brand, and achieve success internally (patient/team) and externally (dental advertising).

Before you call me, listen to this engineer explain how he solved the Willy's Jeep dilemma (links below). Before he 'drove' with giants in the automotive industry he 'flew' with one from the land of 'make believe' just after WWII. That's him pictured next to Tyrone Power's plane - he also painted the flags on it. Read his note on the back of the photo, click here. Also click to see Ty next to the same plane.

Coincidently, the engineer's name is also Richard (Dick) Chwalek.

For more about my father - go to Niche Dental News.

Or start by reading the January 2009 Niche Dental Online Newsletter.

Additional Articles about Coaching from other sources...

Sincerely, Dick Chwalek

Dental Marketing Consultant & Dentistry Communication Coach

For a complimentary coaching consult....
> Call (866) 453-1026 Ext 251

Time to End Dental Visit-Patient No Shows

2009-02-16T20:56:00.000-08:00

In this economy, getting patients to show up for their appointments is vital for their dental health and your practice survival. Start communication with a connective strategy. From external marketing preparation to internal retention communication, dentists need to be persistent and consistent.

Excerpt from latest dental marketing article from Dick Chwalek, dentist coach and dentistry consultant...

Avoid Dental Visit Dead-Air... Cancels & No Shows!

Dental treatment cancellations and hygiene visit no-shows are frustrating for your team, for you, and for your future. No-shows take the air out of the day, leaving everyone in a funk. Cancellations are deflating for everyone involved, the entire dental team and patients. Patients miss out on the timely care they need and you lose the revenues that are impossible to make up.

What Causes Dental Visit "Dead-Air"?
In the radio business, which I worked in for seven years, this "open space" is called dead air. Listeners miss out on programming (music, news, etc.) tuning out if it goes on too long. Advertisers start to squirm, wondering if their big sale today is headed for disaster. They will forgive you if things start up again within a few seconds or minutes or the reasons are unavoidable. But if it goes on too long (no matter why) or happens too often for no good reason, future ad sales would suffer.

Is it the storm that is passing through or is the disc jockey stuck in the restroom? Like the radio station listener or advertiser, it is hard for you to understand why "dead air" is occurring. Is the dental patient missing because of a family event, car trouble or a business conflict?

This type of event might be harmless, short, and infrequent for some dental practices. But when "dead air" occurs in your practice more than once in a blue moon, your ability to build the type of practice you want can be put in jeopardy. Dental technology and facility updates are postponed. Continuing education might be put on hold. Dental team salaries are constrained. Your retirement fund is reduced...

Complete "Dental Visit Dead-Air" marketing article at NicheDental.com

> Practices just like yours are benefiting from this level of dentistry consulting and dental coaching...

Traverse City Michigan Dentist Certified in Oral Sedation

2009-02-14T12:39:00.000-08:00

Almost 150 million Americans avoid going to the dentist every year because of some level of fear or anxiety. Restorative and Cosmetic dentist, Dr. Brian Klym serves Traverse City area residents who want to improve their oral health and smile confidence in a relaxed setting without treatment discomfort.

Dr. Klym recently took another big step in expanding his advanced dentistry expertise. In December, he completed his certification in the DOCS oral conscious sedation program, which greatly reduces his patients’ concerns about discomfort and pain. The DOCS training makes it possible for him to provide anxiety-free dental treatment when needed or requested (docseducation.com).

As a Fellow in the International Congress of Oral Implantologists (ICOI) since 1998, he has constantly pursued training to help more people get healthy (icoi.org). With sedation and advanced treatments like implants, even those who have held off for many years and have serious dental health issues can have the smile they want.

According to Dr. Klym, “Each time my team and I are able to help patients overcome their fears and provide the care they need, we are still amazed at how positive, and often life changing, their response is.” Whether it is health or appearance related Dr. Klym knows that in this economy lasting value is what Traverse City area residents want, and more importantly, deserve.

Having the confidence, energy and health to accomplish our goals is even more vital today. Dr. Klym and Northwood Dental team offer all the dental care services patients need, builds the trust they require, and has the smile makeover expertise to deliver.

Brian T. Klym, DDS • DOCS Oral Sedation Certification

Traverse City, Michigan 49684

Northwood Dental services include Invisalign invisible braces, dental implants, smile makeover veneers, root canal therapy, and smile whitening.

For more, visit our website NorthwoodDentalTC.com

Announcing Jet Pins Model System In the US: for Dental Laboratories

2009-02-13T14:31:00.000-08:00

Improving the quality of restorations is a daily goal for every dental lab. Eliminating as many inaccuracies as possible is the main way for achieving higher levels of quality. Solve many more restoration inaccuracies with the Crocus Dental Technologies Langner Jet Pin System.

www.JetPinsUSA.com

Jet Pin Model System Videos

The following videos demonstrate the value the Jet Pin model system offer your dental lab and your dentist clients. See how to give your laboratory model room a step up in consistency and quality.

Jet Pins Demonstration Video

• Jet Pins USA History Video • Jet Pins Video Testimonials

One factor that greatly influences quality is the stability of the die in the working model. If the die doesn’t seat in the model in exactly the same position every time, inaccuracies can occur in the proximal contacts and even in the occlusion

The Jet Pin System was developed in Germany by Jan Langner. Introduced to the US market by Crocus Dental Technologies, the Langner Jet Pin system, is now available exclusively from Renstrom.

The most obvious characteristic of the system is its increased number of pins compared to traditional die pin systems. More pins mean more die stability and more stability means more accuracy!

Each die is now stabilized by four pins, one each on the lingual, buccal, mesial, and distal. The two additional interproximal pins ensure a secure fit and prevent any lateral movement of the die.
State of the art dental laser guided pin drilling system and computerized powder/water ratio control for die stone help.

Your dental lab team members in the model room can take full advantage of the accuracy of the Jet Pin system. The net result is that your lab can consistently give your dentist clients the accurate contacts and occlusion they require.

Is the quality of your ceramic and porcelain smile makeover restorations superior to all others?

With the Langner Jet Pinning system, your dental lab can improve the fabrication process while at the same time produce a better quality product,
This unique pinning system allows a technician to fabricate and fit crowns on a stable, more accurate die and model, ensuring consistent and predictable results.

For more information and ordering details, contact Crocus Dental Technologies

Call 800-246-4519

Vadnais Heights, MN 55110-3349

Part of Renstrom Dental Studio, Inc.

Jet Pins Dental Model System: USA Website • Germany Website

March Seminars for Dentists

2009-02-03T23:35:00.001-08:00

Need answers? Staying viable and healthy during a crazy economy. Solving every day business challenges. Achieving Legal Wellness. Better Dental Team Communication. Attracting New Patients. Employment Issues.

Get the right answers from Northern Dental Alliance members. The only obligation, reserve your spot--limited seating!

This hybrid, dual topic seminar on March 13, 2009 will present successful strategies for dentists and dental practices to develop and protect their personal and business investment.

Dental Marketing and Connective Communication Strategies

Legal Issues Facing MN Dentists and Their Dental Practices

Pertinent and specific information to build your success repertoire. Plus a box lunch for your convenience and nourishment.

Seminars Presented by Northern Dental Alliance

DATE: Friday - March 13, 2009

TIME: 11:30 – 2:00PM

LOCATION: 1000 Twelve Oaks Center Dr • Suite 101 • Wayzata, MN

CONTACT: NDA member Rick Epple at 866-556-6213 ext 251

or visit the Northern Dental Alliance website

(Our Next Dental Seminar)

11:45AM Presentation

Presenter: Dick Chwalek - Niche Dental

Topic: Communication is Everything • Preparing Patients for Out-Of-Pocket Value

Summary: See Below

1:00PM Presentation

Presenter: Michael Weber - Weber Law Office

Topic: Legal Wellness in Dentistry • The Value of Prevention

Summary: See Below

> Presentation Summaries

Communication is Everything: Preparing Patients for Out-Of Pocket Value

Dick's talk will focus on building value in your services and expertise. His approach is based on preparing the consumer to choose a higher level of value by creating a connective communication structure. The consumer is too often behind the curve on what is available and why paying much more can be worth it. Rather than letting insurance be their guide and making sticker shock your sidekick, position your recommendations to be the undeniable and unavoidable solution. Make the macro-economy irrelevant; standout so those who will pay for value know you are there!

Key Communication Concepts Covered

Communication is Health, Expertise and Revenue

Building New Communication Routes

Prepare Consumers, Your Patients

Creating A Framework

Avoiding Generic

Being Specific

Legal Wellness in Dentistry • The Value of Prevention

Michael will discuss in his session the assessment of a dental practice’s “legal wellness,” with a special emphasis on insurance audits, recordkeeping, and the importance of employment agreements.

The session uses and refers to a “legal wellness” checklist, which can also be a resource for dentists to discuss, and potentially prioritize issues, with their legal counsel.

Remember to RSVP • Lunch is provided

CONTACT: NDA member Rick Epple at 866-556-6213 ext 251

or visit the NDA website

Event Hosted by Rick Epple, Epple Financial Advisors

Strategic Tips For Building Profitable Dental Practices in 2009

2009-02-01T21:59:00.000-08:00

When it comes to being successful during a downturn, communication is everything! Dental practices that want to thrive need to consistently present the value they offer to more consumers and keep their patients better informed as well.

While building dental expertise is vital, its potential is very limited without a connective communication strategy to make it actually available and understood by others. It is time to give your expertise a high priority status.

The current economic situation has created many businesses challenges. Dental practices need to respond in various ways to encourage consumers to make dentistry a higher priority. Consumers will only delay longer without ongoing reminders. Additionally, current patients need a higher level of communication and stronger referral skills.

While regular preventive dental visits can be delayed without a short-term downside, significant health problems and personal reasons will not wait for an economic recovery. When emergencies arise and toothaches occur, your dental office should have a public presence to keep your patient numbers on a growth trajectory.

Dentists who offer high value services such as Invisalign braces, dental implants, cosmetic dentistry, and smile makeovers should make sure they are the ones these patients will know of when they start looking. Sedation dentistry marketing is also a way to move consumers who have put off dental treatment because of fear to get the care they need now.

Take these steps to keep your dental office profitable in 2009.

The Best Dental Marketing Plan has THREE Elements

ONE: Be A Publicly, Proactive, Persistent Dental Practice

To grab people who are not considering dentistry right now
Usually includes a traditional dentistry marketing element or format
People need to be made aware of your cosmetic and restorative expertise and services
While public marketing is not cheap, done right, dentists can bring in new blood fast
Waiting for referrals, or consumers to think about or searchers is risky in a downturn

TWO: Completely Cover Your Current Dental Patients Angle

Patients want others to know about you if you do things well
This is hardly ever done well - it is often generic, impersonal, and infrequent
Referrals and smile makeover case acceptance result from effectively communicating value
Find more ways to connect with dental patients and more formats to ask for referrals
Where you communicate now - add elements that say something new about you
Referrals still make great patients, but the new landscape requires new methods
Use dental technology to better inform patient of your services and expertise

THREE: Network Your Internet Connection: Dental Websites

The Internet is where your patients, and consumers are, and will be looking for you
There are a thousand ways to attract new dental care patients online: spread your wings
Internet evasion will shrink your community influence, referral power, expertise value
Remember most other dentists are doing one thing, if any, and often haphazardly
Keep adding to your online dental advertising repertoire, weaving in your highest value services

Downturn Dental Marketing Conclusion
Assertive and persistent public and internal communication is essential for your dental practice to be viable today and long term. Dental marketing is not only a good thing it is the only thing that consistently gets consumers and patients enough information in the quantity, quality, and the right time of day for them to absorb it effectively. To achieve the success you want in 2009, get the marketing you need to reach your revenue goals.

Commentary by Dental Marketing Consultant Dick Chwalek
> Niche Dental communication coaching guides you to better, faster, and fit-your-needs solutions.