Dental Marketing Ideas – 11

News From The Wealthy Dentist #11 Dental Marketing Newsletter

In this issue…


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Across the Pond

The Fab Four’s ‘wicked dentist’ has a name!

It’s official – the man who first introduced the Beatles to LSD has been revealed, and he’s armed with a dental drill (or at least he was in 1965). His name? John Riley, the famous (according to some) cosmetic dentist to the stars, born and raised right here in the United States.

According to music writer Steve Turner, who discusses the episode in his new book titled The Gospel According to the Beatles, the evening had begun innocently enough. George Harrison, John Lennon, their wives, and Riley were sitting around talking in a small dining room when the dentist, reportedly unbeknownst to his companions, slipped LSD into their coffees.

The once squeaky-clean band’s introduction to the sense-enhancing drug has always been somewhat of a mystery, despite thousands of books on the topic. Harrison made reference to the “wicked dentist” during an interview, however, which set the gossip mills in motion.

The whole ordeal may seem somewhat unimportant to most – how many musicians, after all, weren’t taking drugs in the 60s? Still, that night spawned the lyrics of the song Help!, which went on to top the music charts that same year. For many, this was the true birth of the Beatles as we remember them today.

While a few brave souls would credit the ordeal as a catalyst in the group’s journey to mega-fame, it didn’t sit well with the band. All contact with Riley was severed afterward, and he died in a car crash in Ireland 21 years later.

Do you remember the first time you heard the Beatles? Do you remember the 60s at all? Swap stories (if you’re brave enough to share) or discuss the infamous Dr. Riley in our forum! Just register and reply!





Know Your Worth! 

by Jim Du Molin

All dentists are equal

…at least in the eyes of the State. That’s what your “license” is all about – standardization. Anyone in the dental industry knows this is nonsense. Unfortunately, the public doesn’t.

We routinely design marketing campaigns for doctors throughout the country. Yellow page ads, newspaper ads, Web sites, and the like. We always start with the same question: “What Makes Your Practice Different?” Can you and your team actually tell a patient the top ten benefits of joining your patient base? It’s important that you can.

Let me give you some basic examples:

Your comfort is our first concern.

This is usually our number-one bullet because it says you will be gentle – who wants a painful dentist? I like this a lot better than, “We cater to cowards.” The “cowards” line is a cliché, but a cliché that still works. I try to avoid it because it will attract dental phobics who will make an appointment and not show, or who are too fearful to accept your treatment recommendations. “Sedation” practices are the exception to this rule.

Highest infection control standard.

Depending on your location, this might be an important point to make to prospective patients. If your practice is in the middle of a large city with a high rate of HIV, you will want to make this point.

Friendly, caring staff.

This is usually my second or third benefit statement because it is what everyone wants. I usually don’t like to use the term “staff.” “Staff” is a skin disease. I like the term “team.” Unfortunately, the consumer understands “staff” better than “team” in the professional market.

Natural looking crowns & bridges.

“Natural looking” turns this service into a benefit.

Relax with nitrous oxide (laughing gas).

Always remember to add “laughing gas.” Not everyone knows what nitrous oxide is.

Beautiful cosmetic techniques to fix chips, cracks & stains.

This is one of my favorites. It describes problem conditions and how you resolve them with “beautiful cosmetic techniques.”

Lots of ways to pay.

You need to be careful with this benefit – you must have solid financial arrangements in place. How you present it will depend on the demographics of your market. In a high-end market, there would be no problem. However, in a middle class or blue-collar market, potential patients may view this as, God forbid, doctor financing.

Now, gather up your team and decide what the top 10 benefits are in your practice. Remember, try to limit yourself to (10) benefits. Keep it simple and clean. Compile a list and memorize it!

Stumped? Why not swap ideas with your colleagues? Feel free to post your benefits to our new Forum! Remember you’ll have to register first!


Heroes and Zeros

Georgia Dentist Turned Bad

Former Georgia dentist Barton Corbin has been sentenced to two consecutive life sentences after admitting to killing his wife in 2004 and former girlfriend in 1990. The latter had been deemed a suicide until Corbin’s wife’s death, which was practically identical. No catchy punch-line today – this case is pure tragedy.

Scotland Tackles Tykes

Seventy-three dental practices in Scotland have signed on to an early dental intervention scheme for toddlers. The new project, Childsmile, will educate children on the importance of good diet, effective regular tooth brushing and dental visits. Perhaps not as interesting as the naming of the Beatles’ dentist, but we thought the Scots could use a break.


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