8
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CERECDOCTORS.COM
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QUARTER 1
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2016
M A R K E T I N G Y O U R P R A C T I C E
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B Y S A M E E R P U R I , D . D . S .
when it comes to marketing dental practices, not many people are more dialed-in than fred joyal
,
founder
and president of 1-800-DENTIST. It was my pleasure to sit down and pick his brain on how easy it can be for dentists to get
patients excited about one-visit dentistry.
CEREC Is Marketing Magic
Getting the Word Out About Your One-Visit Practice
FRED, YOU’RE PRETTY MUCH THE MARKETING GURU FOR DENTISTRY,
AND I NOTICED IN YOUR NEW BOOK,
BECOMING REMARKABLE
,
THAT YOU PUT A LOT MORE EMPHASIS ON CEREC. WHY IS THAT?
It’s simple really, Sam. I think single-visit dentistry is the most
appealing and powerful marketing message that we’ve ever seen.
And CEREC practices need to capitalize on that.
I THINK I KNOW THE ANSWER, BUT WHAT
DO YOU SEE AS THE PRIMARY APPEAL?
Comfort and convenience. That’s a heck of a one-two punch.
Reducing treatment time, eliminating a second potential round of
shots and drilling, and on top of that, not using impression mater-
ials. All of those things are hugely appealing to patients once they
find out. Add to that one visit instead of a minimum of two —
because it isn’t always just two appointments when you temporize,
is it? — and you’ve got conven-
ience as the big kicker.
CONVENIENCE IS A TREMENDOUS
BENEFIT IN THIS DAY AND AGE,
FOR SURE.
Exactly. We are surrounded
by convenience. We can buy a
song in two seconds, make a
restaurant reservation in 30
seconds, and have prettymuch
anything shipped to us in a
day. Making dentistry more
convenient has the potential
to broaden thewhole category.
When we make something
easier, more people do it. The
proof of that is everywhere.
Let’s bring it to dentistry.
SO HOW DOES A CEREC DOCTOR
GET THIS MESSAGE OUT THERE?
There are several ways to take
advantage of CEREC from a
marketing standpoint. But it
always starts with the dental team. Everyone in the practice needs to
be able to explain simply and clearly the benefit CEREC offers to the
patient and speak up about it.
I KNOW YOU’RE A BIG FAN OF OFFICE TOURS FOR NEW PATIENTS.
Yes. And CEREC is a mindblower to a new patient. They have no
idea that the technology exists. Show it. Explain the benefits.
WHAT ABOUT ADVERTISING?
Step one is the practice website. This is the hub around which all
your practice promotion revolves. That youhaveCERECandwhat it
does needs to be spelled out on every online location. Digitalmedia is
essentially your new signage, and it’s on 24 hours a day, viewable by
the world. So take advantage of it. Let people — and Google — know
that you offer single-visit dentistry. Patient testimonial videos are
Fred Joyal
