The great thing for dentists is that you can build trust with the people living in your dental practice neighborhood – by using a dental newsletter in combination with your supportive dental website. By marketing your practice using direct mail newsletters that educate just enough without overwhelming, you are creating a subtle difference in the minds of your prospects. In their minds, you move from being just another dentist to being the dental professional to trust when there is a need. When you do this regularly, you create the multiple touchpoints needed to build trust which will drive response – and by using a newsletter you can include additional topics that will educate your prospects and expose the need that most people don’t recognize they have. You’re also letting your practice neighbors know that they don’t need to make undesirable lifestyle changes to manage their oral health issues. Help is right at hand … at your conveniently located dental practice.
As a dental professional, you spend a lot of time chairside helping your patients understand the importance of treatment options and homecare, and your team does the same at all patient contact points. This care and attention to your patients’ well-being helps improve trust, treatment acceptance, and referrals. But how can you improve the trust in your practice neighborhood when you don’t have direct contact with your prospects? Direct mail is one way to make people stand up and notice, and you have another tool at your disposal that gives on-demand access to your practice, your team, and your ability to create a calming and comfortable environment for your prospective patients.
I recently had the opportunity to experience first-hand what we’ve been suggesting to our clients for years. After learning that homecare and lifestyle adjustments were no longer giving me the quality of life I needed due to an old shoulder injury, my primary care physician referred me to “the” shoulder guy in the county. Although I trust my family physician, I was uncertain and more than a little worried about the prospect of seeing someone new. To be honest, it was this fear that kept me from getting help sooner – before the problem became unbearable.
Like your prospective dental patients, I was faced with a great deal of uncertainty, and as we all know, it’s often the unknown that creates the most anxiety. Fortunately for my anxiety levels, this orthopedic surgeon took a page out of the book that all of our successful dental clients follow.
I’ve had direct contact with a member of his team just once thus far and have spent time combing his website, local media, and reviews of his manner and competence. He definitely stood out amongst his competitors. But what eased my fear and instantly created a measure of trust was his website and how he presented this information – even as a marketer who knew what he was up to.
In addition to seeing his education and passion (a subspecialty interest in upper extremities), I was able to read and understand what to expect at my consultation appointment, his treatment philosophy, how he helps patients recover, and what I could do now to make my experience a more positive one later. All of this came from patient education. But what I found most interesting was the way he communicated this information. Warm and welcoming educatioBuilding Trust In Your Dental Practice Is Easier Than You Thinknal content presented in a series of articles spoke to my personal pain points without going too deeply into the procedure details. Knowing there were options that we could agree upon before moving further was enough for me to know in the introductory stages.
Much as most dental patients don’t really want to know how you can replace an unsightly missing tooth or anchor uncomfortable dentures with implants (just that you or a trusted referral specialist can), the details of surgical options he could utilize to help isn’t important to me (and frankly, even though I research and write about dental procedures regularly and with great interest, I had zero interest in knowing the details of what may be happening to me personally). What’s important to me is that there are a variety of solutions that he can offer so that I can get back to doing the things I love.
This initially positive experience with his website was compounded when his scheduling coordinator called with a proposed appointment time. She was well spoken and knew how to answer my questions without hesitation. Her warmth and understanding made it clear to me that although it’s my first time down this road, it isn’t theirs. Her expertise and comfort with the subject matter was apparent in just a 3-minute appointment booking. It also gave me great confidence in the surgeon’s expertise and ability, even though I have yet to meet him.
The great thing for dentists is that you can do the same thing for the people living in your practice neighborhood – with your direct mail marketing campaigns as well as with your website. By marketing your dental practice using direct mail newsletters that educate just enough without overwhelming, you are creating a subtle difference in the minds of your prospects. In their minds, you move from being just another dentist to being the dental professional to trust when there is a need. When you repeat these mailings on a regular schedule, you create the multiple touchpoints needed to drive a response – and have additional topics to educate your prospects about – exposing the need that most people don’t recognize they have, and letting your practice neighbors know that they don’t need to make undesirable lifestyle changes to manage their oral health issues. Help is right at hand … at your conveniently located dental practice.
At Patient News, we have been helping dentists like you succeed for more than 24 years. With a variety of dental practice marketing options including warmly-written and educational direct mail for your patients-of-record and neighborhood prospects, your dedicated Account Team has the expertise to create a direct mail marketing campaign that will make your prospects stand up and take notice. When you add proven call-handling training, tips, and scripts, and one convenient dashboard to track your results, the team at Patient News has the tools and expertise to help your dental practice Stand Out & Grow.