School of Business

Marketing the dental practice: Eight steps toward success

Document Type

Article

Abstract

Background. The authors provide a suggested framework for completing a comprehensive evaluation of practice processes and routines. Their approach focuses on improving the professional image of dentists and the methods they use to market themselves. Conclusions. A practice can benefit by implementing a program to understand the strengths and weaknesses of the practice and how these strengths and weaknesses affect patients' experiences. A word-of-mouth marketing campaign relies on the cultivation of opinion leaders, but opinion leaders cannot be cultivated until they have been identified. Dental practice marketing campaigns cannot be based on assumptions; they must be based on facts. Practice Implications. Improving relationships with patients will lead to increased patient retention, reduced marketing costs and greater personal satisfaction. By focusing on strengths, clinicians will improve patients' experiences in the dental office.

Publication Title

Journal of the American Dental Association

Publication Date

1-1-2006

Volume

137

Issue

10

First Page

1426

Last Page

1433

ISSN

0002-8177

DOI

10.14219/jada.archive.2006.0056

Keywords

customer service, marketing, practice management

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