Why Your Advertising and Marketing for Dental Implants Is NOT Working
Dr. Miller was sending out thousands of postcards to a mailing list. He also advertised on Google and Yelp, but he couldn’t figure out no one was calling for his dental implants.
Frustrated with the lack of calls, he started to offer steep discounts. He looked at competitors and tried to beat their prices and their offers.
It wasn’t until he discovered the power of having a good story to sell dental implants that his business began to turn around.
If that story sounds familiar, keeping for the very reason you may have heard it so many times.
The problem most dentists have is they are trying to sell a product.
People don’t buy products. They buy experiences.
Look at the rapid success of the iPhone. People fell in love with it immediately. In their advertising, Apple didn’t talk about bits and bytes. They talked about the freedom to do whatever you want. People were buying an experience, not a phone. Who gets excited about a phone, anyway?
When you have the power of story in your marketing and advertising, price becomes immaterial. People are salivating over the idea of having that experience.
Look at how some business can’t seem raise their prices enough. Disney is a perfect example. They keep raising their prices, and people still keep coming!
You’re NOT selling teeth replacement.
But you just can’t just put those words on a page and expect them to really resonate. You have to wrap them in a storyline about success, joy, happiness and confidence.
Stop selling your product. And start selling stories. There are so many stories that can be gathered from your past patients. People relate to stories. They don’t relate to drills, titanium, abutment, and crowns etc.
They relate to stories. That’s what is going to attract and hold their attention.
Gain Some Respect for Yourself
If you discount your high-level services, your patients are going to think of you as a cheap used car salesman. All the work and investment will go to waste if you people only come to you based on price.
Dental implants are a considered purchase—meaning that people put a lot of thought into getting a dental implant. It’s not like getting an ice cream cone on whim.
And no one has several thousand dollars laying around, so you shouldn’t sell implants as if someone did.
Dental implants is a major cosmetic procedure. Some people may have money coming out of their ears, but you still haven’t addressed some of the other major objections they may have about going to get a major cosmetic procedure, such as:
- Will this change me?
- Will people think I’m too into myself?
- Will this really make me happy (or will the Caribbean cruise do a better job)?
- Do I really deserve to have new teeth?
- Will my spouse agree or oppose my decision?
- Will my spouse still love me?
- Will I feel confident in myself?
There are about twenty more emotions that are going through your prospect’s mind. But you haven’t addressed any of them with an offer like:
- Includes: Implant + Abutment + Crown
- FREE INITIAL CONSULTATION ($150 Value)
An offer like that won’t fly—even if it’s on Google where people search for information about dental implants. You can keep throwing more and more at the problem, but it will be a futile effort.
Let’s look at two approaches to getting the attention of your audience.
The first is a story about dental implant patient…
This boosted post in Facebook gets a lot more attention, clicks and shares than an ad about dental implant procedures, costs and all the scary stuff that people really aren’t interested in—and shouldn’t be addressed until they are in the dental office.
People relate to stories. They see themselves in a story. This is exactly what has made People magazine one of the top magazines in the country—despite overall lower magazine readership in our all digital world. Many magazines have folded. But People magazine keeps going strong. Why? Because all they do is tell stories.
This is exactly what a case study is. This is exactly what a testimonials are. They are stories of people’s experiences.
Tell them. Use them in you advertising and marketing. Stop discounting yourself.
Unfortunately, dentists all across America (and the world for that matter) resort to offers like the one below…
This promotion is waste of time and effort. Every dentist across the country has tried this type of promotion. And every one of them has failed. Otherwise they would keep doing it, and your mail box at home would be flooded with at least 20 post cards from local dentists.
But you don’t see that.
Not just because snail mail is down, but because once a dentist tries it and fails, they never try it again.
From this ad above, you would think that everyone has thousands of dollars laying around and $250 off a major cosmetic procedure the exact inducement your patient needs to undergo a major cosmetic procedure. Ha!
You’re confusing money with a sense of being. People think long and hard about improving themselves.
Dentists need to connect with people, not offer discounts.
Let’s look at two introductions for two different articles about dental implants…
“When tooth loss occurs, it presents some major challenges. Beyond appearance, the immediate concern is that simple tasks like chewing and speaking will become very difficult. Over time, tooth loss can lead to even more serious issues.”
“Nancy was devastated when her dentures fell out while she was sitting at the table with the groom’s parents. While the memory of that day is fading, she is still haunted by the thought that she nearly ruined her daughter’s wedding. She vowed to never let anything like that happen again.”
Which one has more impact? Which one paints a vivid picture of the real problem at hand? Which one makes you want to read more?
Yes, people are concerned about chewing and speaking, but those are somewhat abstract concepts.
You have to get to the core of the problem. People don’t want to be embarrassed. They don’t feel bad about themselves.
They can and will put up with the pain. They will put up with the minor and physical inconveniences of not chewing or speaking properly, but the emotional pain is a different story.
Many people feel that the pain of embarrassment is far greater than the actual physical pain. This is why it’s often said:
“People fear public speaking more than death.”
Whether that statement above is true or not is immaterial. Death is a pretty big fear! Our whole society is built around avoiding death.
Let’s look at another example of how story will have more impact and resonates with the audience. Which article are you most likely to read…
Introduction to Article #1
“The Absolute 50 Fly implements concepts and solutions typical of bigger luxury motor yachts. The IPS-600 systems provide best performances, low consumption, silent movement and absence of vibration.”
Introduction to Article #2
“Like many hard working men when Charlie finally sold his business, he felt empty and incomplete inside. That is until he discovered the new challenges and adventures that could be found when he sailed the wide open blue seas in his brand new 50’ yacht.”
If you’re someone who is hardworking, likes new challenges and loves adventure, I’m willing to bet you would be much more interested in reading Article #2.
Instead of reading about dry statistics, you are taken along a ride with Charlie through his story about his experiences. This story about Charlie and his adventures will get you that much more closer to purchasing a 50’ yacht.
Anyone reading this story is less likely to price-shop. They want the one and only experience that Charlie got.
There is no doubt you have success stories that you can weave into your advertising and marketing.
Please Note: This is for serious dentists who can make a 3-month commitment to turning things around. If this isn’t you, then please don’t apply. Thank you!
Ash Waechter is a sales copy writer who specializes in helping authors and speakers sell more books and products.