Dental Consultant's Blogging Using Wink-Nudge Effect from NDC: Do Direct-Mail Postcards Work Today?

For Consistent Success: Call 1+888.380.0020

NDC, virtually but not literally based at NicheDentalCollaborate.com, provides a platform for various 'strategic partners' of mine at Niche Dental (NicheDental.com) in developing and providing comprehensive solution oriented value to dentists, dental offices and other dentistry professionals.

At the virtual-reality site hosted by NDC, I, Dick Chwalek, will provide at various times, blogs that are somewhat more impulsive, ironic and idiosyncratic.

WARNING:  Below you will find one of those blog entries, the type noted above (i, i and i). Please get parental approvable before excusing yourself from reading this blog in its entirety. The BRB (BLOG RATINGS BUREAU) demands your attention to this item. As a pre-cautionary tale, precognitive suggestion and incoherent reminder: Looking away, avoiding this responsibility or using your freewill has many figurative, unintelligible and illusory consequences.

Dentists: Do Direct-Mail Postcards Work Today?

With online advertising, such as Facebook, Twitter, dental blogs, Google Plus and many others, many, even most dentists might think direct mail, or specifically dental postcards have lost their value. Maybe those dentists figure mailings will drop lower each day as more and more types of Internet-based marketing are added to the communication quiver.

Yes, this assumption by online marketers of print marketing supplantation and gone bye-bye postal annihilation is correct. You got me. I give up. What was I thinking, merely promoting a product I make a profit from?

What I actually mean, is NOT!

Well, first: Accusing me, the gentle soul of marketing, of a conflict of interest is very interesting at least, and usually something I take personally, and as a threat to my ethics. But today I will let it slide. Just stand aside, and no one will be alarmed by my not so thick skin.

Moving beyond my damaged image and hurt feelings, I object to your/online marketer incorrect assertions that suggest some kind of mailer/printer marketing apocalypse has occurred. Online marketers, while not totally swallowed up by their own swirling swimming pool of conflicting interests, do have some mottled enamel in the game.

Pi = 3.14+ =  Three Main Elements of Connective Communication©

These online marketer philatelist hating fanatics push what might be called (and actually called by me) a self fulfilling prophecy of off-line, printed postage paid dental postcards gone poof positive, which is patently puffed up and pitifully proposed, yet potently promulgated!

Yet, as a dentistry communication specialist, I harrumph at the insolence of these dental marketers! (I am also a dental marketing consultant for online and off, but only when it suits my needs. Or in this case, when it separates me from the chaff, I want to be separated from to look better than others but not make me look purposely pompous.)

So what's this online versus off line (mailing/print type) marketing harrumph all about? Do I have a case against its accusation that postcards are not working for dentist offices impudence? I do! I do have a case!

In short, here is my recalcitrant rebuttal:

Dental postcards work! Just because! That's that!

~~ Sadly that doesn't even work with my two teenagers, but if you're a parent, it's worth a try after a long day at work.

Therefore, I will run through my list of why dental postcards work, which is the more professional way to run a marketing firm. As every other marketing firm will explain it online, here are the TOP FIVE REASONS yada. yada... Isn't that the way we do it?

Well, sorry to disappoint you. I only have time for the TOP THREE REASONS:



Why Dental Postcards will help dentists attract more patients, and 'reactivate' the current patients.

• #1 Postcards work!
• #2 Because they do!
• #3 Because I said so!

 ~ Remember I'm a dental marketing consultant. Oops. I meant to say, I'm a communication... special person. Specialty case. Special, because my mom said so. So there!

While this type of blogging is mostly a frustrating experience for the reader (even for me most days), it shows the persistence I have for demonstrating to dentists that just because someone said so, does not mean it's so. So when you dentists hear some online marketer –– yada, yada, yada –– don't open wide and swallow.

NOTE: Effective communication is not about cornering the market in one type of 'technology' or keeping up with the latest cool thing, it's about what actually works.

Connective Communication© - something I developed* - there was no such thing as Communication before I came along, I threw in Connective 'just because' it creates an alliteration. Yet, this original Communication idea I think I developed first, provides all the elements of what works.

• Improving: making everything better (as dentists are able, which includes case acceptance, dental websites, branding/logos)
• Gathering: new patients (includes online) these are the consumers already looking
• Creating: Making Value Important, Activating consumers, reactivating current patients

I guess, the ones above are my THREE, which actually form my Connective Communication© Approach. But don't think of it from a marketing stuff perspective, think instead of building a systematic matrix of what works.

For example in the world of dentistry, fluoride is an amazing 'technology' that is available in two basic forms. Fluoride is found naturally in wells and underground aquifers or through public water systems, drinking fountains and such.

However, as much great work as it does, too much of it will cause teeth to turn brown or what those experts call fluorosis**. So don't let online cool-ade-high-tech drunkenness turn your marketing all yucky.

Feed the need of all 'elements' of communication to get what fills your coffers but is also quite shy of greed.

For More Information, here is my Connective Communication© Case Study, it has videos, client examples, testimonials, and more.

Call Oli Gonsalves of The Other Office/Express Dental Marketing

• 1+888.380.0020 

To develop your postcard campaign or to set up 15 to 30 minute complimentary consult with me (Dick Chwalek).

Blog Written, Posted by

Dick Chwalek
NicheDental.com
~ Dentistry Communication Specialist
~ Dental Marketing Consultant

Dick is also a co-founder and
member of the Northern Dental Alliance.

Where first was published:
Direct Mail Postcards Dental Marketing blog.

*Truth be told, I was not the person who came up with the concept/word Communication. It was my great great great...

**(Please, no fluoridation-is-dangerous comments. I work with big pharma, and am guided by blue helmeted govt types, so I am not interested in and weary of fluoride conspiracy leeries or queries.)

Marketing Planning: Being A Profitable Dental Practice in 2012 Through 2022

Each dentist's specific economic predicament, their community's position and the overall perspective creates many businesses challenges, but also provides opportunities of wide and prosperous potential! Therefore, dental practices needs to respond in various ways to encourage consumers to make dentistry a higher priority.

STOP: Waiting For Results, Sitting On Hands, Watching Time Go By

Dental consumers will keep delaying without reminders of value (of not waiting, of what is out there...), which is especially true in this 'manufactured' environment. Manufactured because dentistry is different, it is needed, and after a while a 'must' for those patients who would have gone to the dentist sooner without a bad 'economic climate'.

Additionally, general dental consumers and even current patients have always needed a higher level of communication. Better and more consistent dental marketing is used to upgrade their perspective to accept advanced dentistry treatments. Stronger, more comprehensive, referral skills will help patients encourage friends, family and colleagues/coworkers to consider higher level dentistry not just moving to a 'nicer dentist' or doing merely traditional drill, fill and fit only what's in their insurance till.

While regular preventive dental visits can be delayed without a short-term downside (pain), significant oral health problems (gum disease, tooth loss) and 'personal driven' reasons (replace missing, damaged teeth/tooth before job interview) will not wait for an economic recovery.

When smile emergencies arise, and toothaches flare up, dentists and dental offices should have a public presence to keep patient numbers on a upward growth trajectory as well as improve value acceptance internally.

Dentists who offer high value services such as biomimetic focused approach, comprehensive periodontal management, Invisalign braces, tooth replacing dental implants, cosmetic dentistry veneers, and life, health rejuvenating smile makeovers should make sure they are the ones these patients will know of, already 'trust', see as providing deep value, when they start looking.

For example: Sedation dental marketing is also a way to move consumers who have put off dental treatment because of fear to get the care they need now. Presenting multiple smile makeover transformations of people from various life circumstances, perspectives and situations is beneficial to making the point that better care is not just for celebrities and TV newscasters.

While specific ideas of approaching marketing is important (like above) too many dentists start out with specifics and get caught up in the details before they understand the overall picture. To that end, below find three ways dentists should know about dental marketing before jumping off.

Being a Profitable Dental Practice ELEMENTS in 2012... Beyond

The Best Dental Marketing Plan has THREE Elements

ONE: Be A Publicly, Proactive, Persistent Dental Practice

• One of the biggest areas of new dental patient development

• Also Prepares the 'attention' of patients, consumers not considering dentistry right now 

• Includes a traditional marketing element like dental postcards not just an online presence 

• People need to be made aware of the dentist's cosmetic, restorative expertise and services

• While public marketing maybe more expensive to begin, done right, dentists improve things more broadly, faster, geographically targeted

• Waiting for referrals, or consumers to think about or searchers is risky at any time, let alone a downturn

TWO: Completely Cover Each Current Dental Patient's Angle

• Patients want others to know about their dentist if they 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

• Add elements that say something 'new/advanced' about the dentist, office

• While standard referrals still make great patients, the new landscape requires enhanced methods

• Use dental technology to better inform patient of the value dentistry services provide and the dentist's expertise

THREE: Network Your Internet Connection: Dental Website, Social Media

• Websites, Social Media (Facebook, Twitter) is where current dental patients, and consumers are, and will be looking for dentists, offices

• Thousands of ways to attract new dental care patients online

• When Online evasion is practiced, dentists shrink their community influence, referral power, expertise value

• The real 'competition' dentist's have is when they do one thing, if anything, and often haphazardly 

• Dentists must keep adding online dental marketing repertoire, weaving in your highest value services

Downturn Dental Marketing Conclusion

Comprehensive (yet affordable) assertive and persistent public and internal communication is essential for dentists, dental offices 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 dentists want this year, or any year, requires getting the marketing they need to reach out to the community of those just waiting for someone to speak up, and say, 'Dental care value is RIGHT HERE!"

Dental Marketing Commentary by
Dick Chwalek
NicheDental.com

Niche Dental Consulting, coaching to comprehensive, is for guiding dentists (like you) to better, faster, and fit-your-needs solutions.

Original Published Version

Is Leasing A New Dental Office In Your Future?

Making a big decision like leasing a dental office is fraught with many long term issues. While there is some potential for you to get it all right - one miscue can set you back in many ways not just financially.

I was contacted a couple weeks ago by someone who actually helps dentists around the country to get the best deal on their lease. George Vaill, a dental office leasing expert, has one of those unique and niche oriented business concepts that get right down to business. There is no huge fee and you can save money as well and avoid the headaches of trial and error, which can last many years in this case.

As of yet, none of my dental clients have worked with him - but it can't hurt to see what is possible. Why open your new dental practice and generate negative and long lasting cacophony of coulda, shoulda, woulda voices in your head.

Being your own hard-nosed dental office lease negotiator might have been what you minored in at Alma Mater U, but if not, why would you want to start the learning prowess in this situation?

GEORGE VAILL DENTAL OFFICE LEASE NEGOTIATIONS
34 Edward Drive • Winchester, MA 01890
Link here to his site... Dental Office Leasing: Contact George Vaill

Sincerely,
Dick Chwalek - Niche Dental President

Dental Marketing Coach and Consultant
NicheDental.com

PLUS...

Standout with Personalized Dental or Orthodontic Postcards!
Create The Dentist Expert Brand And Get the Dental Logo You Need.

Dental Advertising: Consistency Rules the Day!

Whatever you think of dental marketing, it has a value to the consumer. It reminds, cajoles, influences, and encourages them to do what they need to do, want to do, and would make them happier.

Being consistent means you get to the dental consumer when they are "ready to do something". While it is no longer true now -- remember the days when the car ads overpopulated the newspaper? Why do they need to market that much anyway? Most of us would think. Then 18 months later when you were in need of a new car - there was not enough of them.

Cars and dentistry are different, but consumers are always the same. They need it when they need it and not any sooner - so dental marketing has to be consistent. Your dental practice always needs to be out there and top of the mind when they start looking.

However, there is subset of this dental consumer group that will put things off until someone reminds them or informs them of some new value provided. "I won't buy a new car till they get 100 mpg!" "I would get a smile makeover if they could do it without causing me pain!"

Unfortunately, once this "new value" is discovered and publicly marketed a few times - if at all - most dental consumers never hear about it again. Like now everyone who will ever buy a car has one!

Be consistent about your dental marketing and you will be successful! Of course, I believe my strategies work better then other dental marketers and also add long term value to your dental brand - but however you do it - do it!

Sincerely,

Dick Chwalek - Dental Marketing Consultant

CALL 866-453-1026

and Ask about my proven Dental Marketing: Connective Communication system!

Introducing the Northern Dental Alliance

What we don’t know can HELP us! This is the premise of the Northern Dental Alliance. NDA gets dentists the right information at the right time.

Discover how you can make your future much brighter: by enhancing your retirement and overall wealth, improving dental case development skills, better facilitating your practice purchase or sale, adeptly navigating all your legal needs, and marketing your dental expertise and services more effectively! NDA is ready to help you no matter where you are located: east, west, north or south!

Who is the Northern Dental Alliance (NDA) and what do they do?
➢ Northern Location – National Relevance
o Check out the NDA website: NorthernDentalAlliance.com

NDA Members...

Dental Practice Transitions – Mike Haase, Aftco
• Makes the most out of your biggest asset. Preparing you for the unexpected.

Health Law Services – Michael Weber, Weber Law Office -- serving dentists and other health professionals
• Providing quality and responsive legal services, including professional licensure, business, employment, regulatory compliance, and health-related trial work.

Dental Laboratory MN – Randy Renstrom and Nick Schuett, Renstrom Dental Studio and Crocus Dental Technology
• Exceptional, cost-relevant crown and bridge, case design/development, esthetic, cosmetic, and restorative dentistry

Dentist Wealth Management – Rick Epple, CFP® - Epple Financial Advisors, LLC
• Develops and puts in place a plan to achieve financial independence. Tying your business and personal life together.

Integrated Dental Communication Marketing – Dick Chwalek, Niche Dental
• Identifies your Niche. Creates your Brand. Integrates your Marketing. Implements your Strategy.

2008 • The Year of Dental Communication Integration

This year we will figure out The Theory of Everything Dentistry Communication! It will provide THE simple answer to building super practices. Then we will offer 100% guarantees…

This ONE amazing strategy will rack up unbelievable sales. You will never need anything else. The success balloon will inflate continuously and never burst…

Almost without fail, this one strategy outcome is unlikely. Results will undulate, dissipate, or evaporate. This is when I usually get the call. “It worked for a while, but now everyone else is doing it.” Or “I had many years of growth with no ‘marketing’ and now things have started to slip.”

Building a business and the successful “marketing” of it requires ongoing adjustments and accompaniments. Reality has to be faced and no one thing keeps doing it. As in dentistry, whitening is great, but performed on a crooked smile that is not cared for regularly is less than viable.

In dental marketing, touting the latest thing is de rigueur. For example, get a website and then you will be successful. Achieve a top search engine spot with SEO and then you will make it. Send out email newsletters and then amazing things happen. Do PPC and then life is perfect.

Let’s start by debunking the SEO urban legend of web lore. First, only about ten web addresses show up per search results page. Therefore, when ten dentists in your area are doing SEO – attaining #1 is very costly if not impossible. This means only in the SEO guru’s short window of make believe is there any guarantee of success with this one strategy.

While this idea of ONE thing will get you to new patient nirvana is tantalizing, it is often its evil cousin––tantalying––spewing hot air. Once in awhile someone wins the convenient store lottery ticket of success, but most end up being in line behind them with a big gulp of almost nothing.

Yes, a dental website, brochure, SEO, PPC, direct mail, advertising, PR, and the next great thing can help improve your marketing position. However, what business would expect anything less than stagnation and future irrelevance without doing many of these things and improving them as time went by?

There is nothing wrong with trying new things. We just believe tying them together to strengthen your dental marketing is better for the long-term. I am sure you have had patients that wanted the quick fix and later realized there really was more there, there. This is where Niche Dental comes in…

Niche Dental is focused on communication integration. It wraps your brand around a niche so you are more agile to bypass the slumps and better leverage the booms.

Be wary of dental marketing made out to be effortless, free, or forever. Some day there might be one solution to the theory of everything dentistry, but right now there is more there, there.

In conclusion, dentistry is counter-intuitive. It’s needed, prevents pain, enhances health, improves confidence… But people avoid it, have pain because of it, live a less than satisfactory life, and spend more money on things worth less. Dental marketing has similar qualities. Most of us intuitively desire a simple solution, but Niche Dental is ready to show you how to turn counter-intuitive into success.

• • • • • • • • • • • • • • • •

Really want a Theory of Everything? Meet Garrett Lisi: maybe the next Einstein. He shows how a counter-intuitive approach (surfer scientist) and thinking (no strings attached) can make big things happen. His theory showcases the elegance of conquering complexity with a not so common viewpoint.

• • • • • • • • • • • • • • • •

Want to learn more about dental communication integration? Join me in Las Vegas, NV in February.
Find out more by visiting my dental marketing website or by visiting this website: Dental Practice Management/Coding Institute Conferences.

Call to get more information on the seminar and workshop or to schedule a dental marketing consultation: 866-453-1026

Sincerely, Dick Chwalek - Dental Communication Consultant
Integrating Your Dental Brand Around A Powerful Niche Strategy