When you think back to WHY you chose to become a dentist, what springs to mind?
You might think of the science, artistry, and aesthetics of dental care. You may think of the opportunity to serve families in the community. We’re guessing SALES probably doesn’t even make the list. Realistically, the idea of selling yourself and your services may put a bad taste in your mouth.
However, whether you’re new to dentistry or you’ve been practicing for many years, the reality is that you have to SELL yourself and your services. There is good news: You can do this without the icky “salesy” stigma – you can promote your dental services with authenticity.
“The more virtual our lives get, the more we hunger after something genuine. What people really want now is not just a product or a service, it’s an experience.” – Kissmetrics
In this post, we’ll share three simple steps to promote your services with authenticity.
Step 1: Put yourself in patients’ shoes.
Choose a service you’d like to promote. Put yourself in your patients’ shoes – take a moment and think of what YOU consider when choosing a service provider for your own family:
- What qualities are most important to you?
- What makes you choose one provider over another?
- What factors might make one provider’s services more appealing than another’s, even if they cost a little more?
Step 2: Identify and overcome patients’ obstacles.
Next, think about the individuals who might need this service. Empathize with them. What barriers or concerns might prevent them from accepting treatment?
Here are some common fears many dental patients may experience:
- Fear of pain: Is this a painful treatment? Even if it’s not, do patients VIEW it as a potentially painful treatment?
- Fear of cost: Do patients shy away from this service because it might be pricey?
Once you’ve identified the potential obstacles, brainstorm ways to overcome them. This leads us to step three.
Step 3: Create authentic, trust-building content.
Steps one and two have helped you identify some basic truths – how people want to be treated and what concerns might stop them from accepting treatment. Now here’s the secret sauce – you can use these to create trust-building content to promote your services in that non-icky, non-sales like way — with AUTHENTICITY.
“Slow down. Start at the beginning. What do you do? Why do you do it? That’s what everyone wants to know.” – The Everygirl
Use trust-building and barrier-busting content on your website, blog, and social media accounts to promote dental services with authenticity and empathy. Here are a few content ideas to overcome the barriers we mentioned earlier:
To overcome the fear of pain:
- Patient review: Share a review from a patient who WAS fearful but was put at ease by your caring team and comfortable amenities.
- Video: Shoot a short video of the doctor describing exactly how you help patients feel comfortable during this service.
- Your story: Were YOU at one time (perhaps as a child) afraid of the dentist? Did you have a bad experience? Share your story and describe how it’s shaped your philosophy and mission.
To overcome the fear of cost:
- Patient testimonial: Feature a testimonial from a patient describing how this service has changed his/her life. This sells the benefits instead of focusing solely on the treatment.
- Video: Share a brief video of the treatment coordinator describing exactly how you can help maximize most patients’ dental insurance benefits.
- Special offer: Create a special offer that generates excitement and motivates patients to book a free consultation with you. This can’t be a boring, dusty, tired promotion – choose something that REALLY excites and motivates!
Remember: If you’re REAL, TRUE, and GENUINE when promoting dental services, you will appeal to patients’ needs, concerns, and emotions to influence their purchasing decisions.
We’d love to hear from you: How do you show you’re real and authentic when promoting your services? Comment below!