TheWealthyDentist.com™ Newsletter Archive
News From The Wealthy Dentist #17: November 1, 2006
by Jim Du Molin
Dental Marketing Critique No. 1
This is the first in a series of reviews to show how even small tweaks to your dental marketing campaign can have a major impact on your results.
This week’s critique comes to us courtesy of Dr. Daniel Bernstein of Philadelphia, who recently started our
Internal Marketing and Communications Program.
A key element of our program is the quarterly letter to patients. While the program includes 74 letter samples, Dr. Bernstein asked me to review and comment on his initial letter to his patients announcing some changes in his dental
Five easy changes:
1. Copy changes are marked in red. We started by spacing out the heading “Change – Change – Change” with hyphens between the words. Next we upgraded the salutation to “Dear Friends and Patients”. You don’t need to personally address everyone in this type of patient communication – a generic salutation is okay. However, simply adding the word “Friends”puts the tone of the letter on a completely different informal, non-clinical level.
On the signage issue, we added the phrase “to make it easier for you and your friends to find us”. The implication is that they will be referring their friends to your practice
2. Next, we removed all the bold type characteristics from the letter. The new look is less demanding and more friendly.
3. We changed the font from “Book Antiqua”to “Arial”to update the visual impression of the dental practice from “Old & Stodgy” to “Young & Modern.”
4. Then we opened up the spacing between the bullet points to make the whole letter easier to read.
5. Finally, though it’s not shown in the original letter, we changed the P.S. from “Be sure to have them mention your name so we can thank you personally with a $25 gift certificate,” to “Be sure to have them mention your name so we can thank you personally with a token of our appreciation.” We don’t want to appear to be trying to bribe our patients for referrals. We want to keep the letter on a professional level.
Care to Practice Down Under?
Here’s a shocker: By 2010, there will be a shortfall of 1500 dentists across Australia, while demand for dental services is expected to rise by 25 per cent. The impact on public dental health is immeasurable.
The government is launching dentist recruitment campaigns overseas, but competition is tough. Several NHS countries – such as Scotland – have the same idea, making it difficult to find qualified dentists willing to relocate. Why
such a shortage? Most agree that the Aussies just aren’t training enough dentists.
Dental Care Begets Poverty in Asia
International health experts have found that about 78 million more Asians than previously thought are living in poverty because of medical and dental care costs.
The internationally accepted poverty threshold is about $1 per person, per day, but traditional poverty figures didn’t take the cost of health care into consideration. For most, insurance is completely unavailable, so even the most
basic care must be paid for out-of-pocket.