Building Goodwill With a Marketing Theme
Here at CCG, our primary focus is on dental implant marketing that builds goodwill for your practice in your community.
Check out The Top 4 Themes in Dental Implant Marketing for a general discussion of dental marketing themes.
In that blog post, we looked at the benefits of targeting a specific theme in your dental implant marketing and the new advertising angles that will set your practice apart and answer the implant questions that customers have.
Here are the top 4 dental marketing themes for implant marketing:
- Education on dental treatments
- Improving the quality of life of the patient
- The importance of a clean white smile
- Offering limited-time promotions
As we mentioned, there are several other dental marketing themes – such as Dentistry for the whole family, etc. – but these 4 are the main ones that apply to implant marketing.
Promote Goodwill With Your Dental Implant Marketing Theme
We’re all about building goodwill here at CCG.
So…how do we build goodwill with our dental marketing theme?
To build goodwill, your theme needs to tap into the 3 general motivations of the people in your community who are seeking implants.
Those 3 motivations are:
- Pain
- Beauty
- Health
Pain is the most important one for general dentistry and is very important for implants as well. This is the reason that drives people most strongly to visit the dentist.
You can run ads for people in pain but 80% of them will visit the dentist anyway. The goal with these people is to bring them into YOUR practice rather than the one down the street.
Building goodwill will build that reservoir of trust that will bring you to the top of your mind when the next wave of agony hits.
We can do this by learning about all the ways that tooth loss and decay can cause pain. We can train our front office staff to truly empathize with hurting patients and be ready to offer better suggestions and service than any other office in town.
Most importantly, we can learn to empathize with ourselves.
And then we can craft an ad using the Improving quality of life theme and market our practice as the MOST EMPATHETIC dentist in the community!
Beauty is the next powerful motivator and is probably even stronger than pain for many people seeking implants. They HATE the way that their tooth loss has robbed them of their attractive appearance.
Everyone draws a certain amount of confidence from feeling that they appear relatively normal as they go about their lives, and when tooth loss has taken this confidence from them, they are willing to pay great sums of money to get it back.
Building goodwill with those driven by the motivation for Beauty will be best accomplished by using the theme of education on dental treatments.
Give prospective patients all the information that they need to SEE that dental implants ARE the best option to give them back their attractive appearance!
By going out of our way to truly educate them on dental implants, we assure them that we can be trusted to restore both their appearance and their lost CONFIDENCE!
Health is the most underutilized motivation in dental implant marketing for several reasons. One is that many people need to be more proactively motivated by their health YET – although this number is growing.
Your dental implant marketing needs to give them a reason to take off and visit the dentist because of problems that they could avoid in the future!
Another is because seniors in need of dental implants are still often unaware of the disturbing list of health conditions that are linked to living with missing teeth.
This list includes an increased likelihood of dementia and cognitive impairment, poor self-rated health, lower life expectancy, and increased risk of oral cancer.
Tooth loss, both as a cause and an effect, is also linked to increased social isolation, a dangerous and far-too-common condition for the elderly.
General Principles for Building Goodwill
What are some more ways our dental implant marketing themes can tap into these motivations most effectively and thereby, build goodwill?
Give your message (or the way that your practice could fulfill the need that they are motivated by) to your prospective patients in a helpful, informational way.
This could mean adding explanations to different treatment options on your website or brochures to simplify the buying process. It could also mean toning down the fear-mongering by showing the dangers of waiting, choosing the wrong option, etc. in a more conversational, approachable tone.
Above all, it means focusing our theme on the prospective patient instead of ourselves.
This does not mean that our dental implant marketing needs to be less forceful or hard-hitting – perish the thought!
It simply means that our theme starts from where the CUSTOMER is instead of from where WE are!
We are beginning with THEIR concerns and creating urgency by giving them more information, rather than trying to impose OUR concerns on them!
This is such a simple lesson, yet it is the foundation of all good implant marketing, no matter what theme we use.
And, come to think of it, don’t WE like to have our concerns put first when we deal with a business?
This profound marketing lesson is just another way of stating the Golden Rule and it will resonate with every person that your marketing reaches every day.
Help With Building Goodwill in Your Community
Wouldn’t you like to build goodwill in your community through whatever dental marketing theme you choose?
Consider reaching out to Client Connection Group.
Our powerful, educational dental implant marketing will give your prospective customers the information that they need, moving them to choose YOUR practice for implant treatment today!
Dentists from coast to coast can testify to these results.
Check out Client Connection Group’s unique program today!
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