In the not-so-distant past, marketing the orthodontic
practice was relatively simple. The practice would
build a relationship with a general dentist, and that
office would refer all its patients to the orthodontist.
The orthodontic practice would build a relationship
with the patient and the patient would bring siblings
and send friends. Most of the patients were adolescents
so the marketing strategies seemed to fit this age group:
kid's clubs, child-like games and contests and a youthful
décor in the office.
But in today's new market, are we limiting our
treatment to this young age group and missing an
opportunity for growth? Recent research done by Align
Technology shows that 74 percent of adults in the United States report some type of malocclusion. The
potential for growth in this market is vast. Also, the
American Association of Orthodontists notes that one
in five orthodontic patients is over age 18. In your
practice are 20 percent of your patients adults? Are you
welcoming this group of smile seekers into your office?
There are several reasons this group of 23 million
Americans are slow in seeking treatment. Financial and
time commitments are both concerns. Also, parents are
notorious for putting off their needs and focusing on
the children. In addition, many of these adults were
told as children that they would need extractions or
even surgery to achieve that perfect smile, so they gave
up the dream years ago.
When adults decide to inquire about orthodontic
treatment, their "want list" includes:
- Nice smile
- Look younger
- Build confidence
- Short treatment time
- No pain
- Instant gratification
- Affordable
- Answers (adults will often seek two to four opinions)
To develop an adult-friendly orthodontic practice
and make adults feel welcome, use the "want list" to
find ways your practice can fill or address the needs.
The most important tool is good communication skills.
It is imperative to educate adults about what options
are available with the new technologies present in
orthodontics. With these technologies they can get a
better result, in less time and with less pain. Educate the
entire team so they can actively work to improve
patients' dental knowledge.
To fill adult patients' needs, you must listen to what
they want. Ask the right questions. What is important
to them? Is it their cosmetic appearance? Is it their dental
health? Then provide them with all the possibilities
of treatment, and how it will benefit them personally.
Is it appearance? A picture is worth a thousand words.
Prepare an adult-only treatment portfolio, a detailed presentation
of progress throughout treatment. Separate adult
cases by modalities of treatment; a section for clear braces,
aligners, surgery cases, etc. Showcase this information in
all forms of media - office brochure, website, photo
albums, PowerPoint - and then download it onto an office
iPad. Deliver adult albums to your top referring practices
for their lobbies. Use this portfolio to educate your community
on the possibilities of adult orthodontics.
All cases cannot be textbook perfect, so when building
the adults' treatment plans consider preparing two or three treatment options for each patient. Present the options in
a way so that they can make an educated decision of what
fits their needs and lifestyles. Not everyone will elect for
the surgery route, but there may be other options that
would improve dental health, cosmetic appearance and
self-esteem. Also consider combo treatment, including
braces, aligners and removable appliances.
Redefine your practice to be a premier adult practice,
catering to their needs, such as:
- Scripting for the adult new patient initial
phone call
- Convenient appointment times
- Private adult rooms
- An adult start kit - adult information (do not
give a no-no list!). No restrictions, but positive
suggestions to help with discomfort. Tips to help
them succeed.
- An adult treatment assistant, someone to treat
them at every appointment
- Towel warmer for post-treatment to help ease
facial muscles
- Rebond fee - remove braces for life events, weddings,
reunions, etc.
Develop an "adult branding" plan to provide the best
service to this established age group, and then overhaul
your current marketing plan with a mature viewpoint.
Consider all the following areas:
Community:
Educate everyone about your practice and your area
of expertise!
- Attend women's expos and health fairs
- Attend bridal fairs
- Attend wine and cheese affairs
- TV - public service ads, support the causes that are
important to you
- Volunteer - give back to your community
- Send out press releases on new developments
in orthodontics
Professional Community:
Educate the dental offices, but don't limit professional
contacts to dental offices only. As adults age they
seek professional services from many different providers. Share the benefits of orthodontics with the professional
community. Build relationships with dermatologists,
cosmetic surgeons, chiropractors, etc.
- Lunch and learns for offices
- Joint patient incentive programs with hygienists
- Professional discounts
Internet Community:
A 2010 Local Search Usage study reports 70 percent
of consumers go online first for local business
information. Make sure they find what they are looking
for with a strong Internet presence.
- Optimize Internet searches and update all information
on the web
- Continually update your website; include key
search words
- Gather and post reviews from your patients
- Add informational links to your website
- Add a link to your website on local businesses'
websites
- Use social media - Facebook, Twitter, blog,
Instagram, etc.
- Office videos
- Reach your patients with e-mail and text
Current Patients:
The focus of every staff member has to be quality
patient care. Create opportunities to make every patient
feel special. When patients feel important and cared for,
they will be your biggest enthusiasts. Every staff member should feel confident in asking for patient referrals from
friends, family members, associates and even parents.
- Referral "Share a Smile" cards (given at banding
and debanding appointment)
- Referral gifts
- Handwritten thank you cards
Staff Members:
Your team is your leading activist! Teach them,
show them, train them, educate them and make every
staff member your practice's strongest advocates. Give
them the tools they need to be your best promoters
and constantly seek opportunities to produce potential
new patients.
- Constant continuing education
- Develop a team attitude
- Empower everyone to use their knowledge
- Proactive verbal skills
- Develop listening skills
- Scripting for all office systems
- Develop a marketing team
- Referral rewards
- Team retreats
- Individual business cards
"Welcome" means freely permitted or invited. Use
this information to provide new insights into the
strengths and weaknesses of your practice. Redefine
your practice vision, creating value with your strengths
and repairing your weaknesses so that you can welcome
future patients of any age in your door.
Author's Bio |
Edwina Wood has more than 30 years of orthodontic experience in both clinical and management roles. She currently works
as office manager/treatment coordinator. She has spoke at the AAO, PCSO and the Damon Forum, discussing treatment
coordinating, marketing and office management. Any comments or questions, please e-mail edwina@edwinawood.com.
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