How to Market to Dentists 101 - #3 Marketing materials that really work!

Why don't I get any traction, I sent out a bunch of advertising cards about my dental lab and nothing, no calls? I can’t even make it past a dentist’s office manager.

What is the problem then?

Yes we know you are a big deal! But do dentists?

Dentists, like most people, are overworked and over-bombarded with mail and promotional materials. Go into any dental office and look on the doctor's desk. You will see a large pile of advertisements, free magazines, newsletters, communications [some unopened], etc. It's not an exaggeration to say that often these items lie there for months. There was a time where you could visit the office and spend some time with the dentist or even spend lunchtime together. Those days are far and few between.

So what do you do?
First off, I should be clear on a couple of points.
Kastle Mills is a manufacturer only with some very unique shareholders that are business professionals such as our CFO who is a CGA with an extensive background in growing businesses.
We also work closely with industry opinion leaders (US and Canada - well also Netherlands)that help steer industry trends with leading vendors. This coupled with our insight into what dentists really want (from dentists) - helps us help you!

1. We all share a passion for our industry, digital dentistry and growing out dental labs.
2. If you are a large direct to dentist milling centre – you will not be a fan of us. Our mandate is to empower dental lab owners across Canada.

Do these techniques work?
We have successfully implemented these specific marketing techniques and documented significant growth with dental labs for some time. Also I know dentists, as personal friends and in the industry. I have asked them the hard marketing questions on your behalf - someone has to!

Let's drill deeper into this
I asked a local dentists one by one, what works? What do you read for mail and don’t you read - what grabs your attention enough to call a dental lab?

Marketing stuffers and cards (From the dentists mouths)

Products I was told over and over – (dentists) they see the same products from dental labs, from both large and small centres.

Marketing Format - over and over they see similar format of cards, faxes and emails.

Price – Well low price attracts a dentist, atleast to take a second look – surprised? However 2 things were pointed out, if price is too low it will attract the dentist you don’t want, also the dentists you want will feel you are skimping on something as tradeoffs for the low price – quality and or turnaround. This will actually turn off a dentist. Otherwise they would all be outsourcing to China right!

Warranty – This again attracts a dentist in for a second look, but only if the warranty is over and above the industry standard.

Now! It's your turn! Develop your winning marketing strategy - to get dentist(s) calling you – or at least open that office door just a bit for you, to have that lunch and learn.

Let’s do it! Create a plan based around

1. Your Products – What is your core competency? What do you do really well! What product makes you a great return based on productivity, whats hot in the marketplace, what makes you different from your competition – sets you apart. Remember that dentist is getting boring run of mill ads and campaigns. Let’s make you exciting and new!
2. Your Marketing Format – try something new! Why a fax? Why not market your company based around a new product release or a new technique or equipment you just deployed. Let’s get creative! Want help call us – we support our customers backed by some of the world’s largest dental vendors.
3. Your Price – don’t’ feel that you have to drop your prices to compete! Large direct to dentist milling centres will always do this – you can’t compete without a scanner, that is just reality. However when they drop the price they tend to drop quality or customer service. That is just a reality of business and a value proposition. So if you don’t have a scanner you can compete on customer service and quality. If you have an open scanner you can access materials close to a production facility cost and then offer fast turnarounds, quality and decent customer service at a reasonable price – your kids have to eat right! I would suggest the following based on my mentors and from the dental labs I see having great success! Use high quality health Canada approved product(s), offer dentists the first crown at half price or a free crown try not to reduce your overall price to compete with a production centre – you’re not one! You are a high quality dental lab with great leading edge products and superior customer service right! Get the dentist sending and keep that work coming! Offer a beautiful, quality product - with consistency at a reasonable price! – add your customer service piece and - no production centre can compete with that!
4. Your Warranty – find ways to inform your dentist partners on your businesses great warranty program and why yours is better than the competition. Example- You offer 3M Lava (15 year warranty show then the clinical studies) or 3D ZirCrown™ ok lifetime warranty (little plug for kastle mills there - ) It’s included with the product – but it has clear value to the dentist. These are just a few examples – you get the picture.

Ok write it down in a marketing plan (come on it’s one page)

Target Market - Briefly mention your target market for your company including any important demographics.
• Industry Trends - Are there any industry trends that would affect your marketing strategy (such as major growth or decline in your specific industry within certain markets)?
• Goal(s) - What is the goal of your marketing efforts? What do you want to accomplish? Make your goals specific and measureable.
• Strategies - In a general sense, how do you plan to reach your goals? These shouldn't be specific tactics
• Yearly Marketing Budget - Simply include your predetermined marketing budget, so you know what you have to work with when planning out your marketing tactics.
• Marketing Mix - Here's where you'll tackle the 4 Ps of Marketing.
o Product (or service) - Simply mention what your product / service is. What is it that you're marketing?
o Price - How will the pricing model of your products/services factor into your marketing? Will you sell with a low price on a value principle? A high price to target a luxury market? (value prop guys here it is)
o Placement (also referred to as distribution) - Placement means where you will physically or figuratively "place" your products or services, to make them visible to your target market.
o Promotion - Give a very general overview of how you intend to promote your products or services. How will you build your brand?
• Top 3 Competitors - Who are the top three competitors that you need to position yourself against?
• Your Strengths - What are your particular strengths which might help you position yourself against your competitors?
• Your Weaknesses - What are your weaknesses, or potential barriers to positioning yourself against your competitors? (Everyone has them.) For example, are you new to the industry? Do you have a smaller product line? etc.
• Monthly Tactics - Using the rest of your one page marketing plan as a guide, determine where your chosen marketing tactics should fit into your yearly plan.

Contact a local media company to design a professional template to drive out your marketing plan onto a great flyer. You can tweak and use again and again. ($500 for all work and about 500 cards to send out) If 1 percent contact you that is 5 new dentists! great ROI.

Or in more detail see below
http://www.small-biz-marketing-tips.com/marketing-strategy-planning.html

There are 2 ways to grow your business – organically with existing dentist partners and attract new dentists. This strategy will work when catered to each market specifically.

Get dentists excited about your dental lab!

Questions call us we can help!

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