| By :
Sarah Simmons
During the depressed economy more and more people are encountering the battle of want versus need. You want a new dress but you need to get your teeth cleaned. You want a vacation but you need to buy braces for your daughter. There isn't always money for both wants and needs. Dentists are becoming more aware of this battle too, as they see patients begin to choose luxuries over the necessity of proper dental care. How can dentists persuade patients to put the care of their teeth in front of a trip to Tahiti? By building assurance and trust. Trust is one of the most important marketing triggers for consumers. Without trust in a brand, consumers will quickly take their business somewhere else, or not even buy at all. But trust is fleeting. Established trust between a retailer, vendor or even doctor and a client or patient takes consistency, reliability, and safety - and it takes time. There is no better tool for a dental practitioner to build up trust and assurance with patients than a high-quality educational dental marketing newsletter mailed to the patient's home. People are drawn to things that are familiar. There's a reason Coke and McDonald's and Disney continue to spend so much money on advertising year after year. They are always working on their brand recognition and awareness, or the customers' ability to recall and recognize a brand. Dentists can gain brand recognition of their own with dental advertising newsletters. Once a dentist begins to regularly mail well-informed dental marketing literature to patients, it makes the patient more comfortable with their oral health and the importance of dentistry in their families lives. The dental practice begins to gain familiarity and brand recognition with patients in their area, and with increased familiarity and trust, patients are going to be much more likely to choose one dental practice over another; one that isn't committed to doing what's right, providing extra value or patient education, i.e. showing they care. Dental marketing newsletters don't just work with new patients. They can help battle patient loss too. 80% of patients are fearful of dental visits; most would rather just not go to the dentist than take care of their dental health. A dental practice can stand apart and break down barriers with a dental newsletter. By regularly mailing out high-quality dental newsletters they demonstrate their commitment to patient support. By letting patients know about new procedures, important tips, and doctor information, a practice can consistently work to replace patient anxiety with curiosity and ultimately, build assurance and trust. Perceived indifference sends patients away nearly five times more often than dissatisfaction, and seven times more often than for competitive reasons, so it's critical that small businesses, especially dental practices, show their customers they care. If you're a dentist that wants to improve patient acquisition and retention, commit to regular, high-quality mailings that are personalized and customized. Find a trusted dental marketing company to deliver top quality content, and prepare to see higher visibility than ever before, an exceptional return on investment, and an increase in ideal patients.
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