I’m wondering if it’s worthwhile to market my specific direct composite veneers technique to patients. It’s something I’ve refined over more than a decade of work, enhancing and building upon practices that are typically part of continuing education courses. It’s a big part of why my chairside work is more aesthetically pleasing than others and has led to a considerable number of positive reviews on social media/ Yelp. I’m not particularly worried about other local dentists using my direct composite veneers technique because it’s more intensive than most and there are few cosmetic dentists in the area. I believe that by breaking down the process for patients, they’ll understand why my methods are superior and it will increase buy-in as well as satisfaction. Equally, I’m hesitant to start something that could open up a can of worms and either confuse people or have them questioning the methodology. Is there anything to back either school of thought up?
Dr. C. Martinez
Dear Dr. Martinez,
This I a great question. Generally speaking, patients don’t care about the direct composite veneers technique as much as they care about the results and other factors that go into choosing a dentist. That doesn’t mean you shouldn’t inform them, only that there are other things you could be focusing on with your marketing before getting down to the details that might produce better results. To shed a little light on the subject, some stats were gathered from a dental referral company. Though they may be a bit biased, most surveys reveal similar patterns.
Why Patients Choose a Dentist
- 59% Select based on insurance
- 44% Are influenced by location
- 29% Are swayed by ratings and reviews
- 19% Check out your tech
- 18% Consider your credentials
- 13% Seek immediate appointments
- 13% Require extended/ more convenient hours
In short, your specific processes won’t likely weigh into anyone’s decision to select your office. However, the technology your office uses might weigh in. For example, if you’re using a dental matrix system like Uveneer, have a CEREC machine, use digital x-rays, and so on, a significant number of people will feel more confident choosing you. It’s equally important for you to mention your credentials, such as your dental school and notable continuing education courses. These, paired having great reviews (ideally with before/ after photos) are the greatest things you have control over that can boost confidence in you and encourage patients to sign up.
How Patients Find a Dentist
- 82% Get referrals from friends, family, and co-workers
- 54% Use search engines like Google
- 52% Choose from an insurance list
- 32% Use directories like the Yellow Pages
- 30% Select from an online directory
- 27% Check out review sites like Yelp
- 26% Use dental referral companies
- 24% Select one they’ve traveled past
- 17% Review print ads
- 15% Choose from social media
With this in mind, you’d want to send targeted messages to people concerning the items on the first list through the mediums displayed on this list. That’s not to say your processes don’t matter. They do. However, they only matter as far as the results you create and comfort you can establish with potential patients. If you have a system that works well for you, by all means, use it because your results will generate interest, but you won’t get measurable results by explaining your processes. Hope this helps clear things up.
This blog is sponsored by Uveneer, maker of an innovative chairside composite veneer system for dentists.