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

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.
 > One press release given away each month with sign up
  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 InformationDick Chwalek
Northern Dental Alliance Member
> Dental Communication Coach
> Dentistry Marketing Consultant
Northern Dental Alliance
Chwalek@northerndentalalliance.com866-556-6213 ext 252 Niche Dental
11765 Bishop Ave NW

Comprehensive Dentist in Traverse City Launches New Dental Practice Website

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

(231) 947-7202


Value Marketing Versus Lowest Common Denominator In Dentistry

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...

Dick Chwalek at Niche Dental
866-453-1026 Ext 253


Online Patient Communication Systems

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)