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In Living Magazine this month (July 2009, p 36), an article ran entitled “Need a Dentist? Who You Gonna Call?” by Mimi Greenwood Knight. Now, you know that your target audience is women. They’re the ones who choose the family dentist. What is this women’s magazine saying to your target audience?

The article is about choosing the right dentist to fit your family ‘s needs. Readers are encouraged to self assess, then consider questions such as (paraphrased):

• Is the dentist an ADA member?
• How long has he practiced?
• Does he have digital X-ray?
• Does he offer emergency care, 24/7?
• Will you have to wait?
• Is the team friendly?
• Is the dentist conservative in his recommendations?
• Will you have to see a specialist, or can the dentist do all of your work?
• Will the office work with your insurance company so that you don’t have to?
• Is the office open when you need it to be?
• Is the doctor thorough in getting medical history?

Then, after the reader has thought about these things, a significant statistic is printed in large type. It states, in 2006, the US had nearly 180 thousand dentists. Knight finishes by telling the reader she should feel comfortable and well cared for at her dental visits. Good advice, for sure.

While you aren’t the intended reader of this article, it does have some juicy info for you…

First of all, never forget, everyone has a choice.

• Is the dentist an ADA member? = Do you promote your credentials? Do you continually take CEs, then update your biographical profile (web and print) to let potential patients see your dedication to dentistry?
• How long has he practiced? = This is relative. Some potential patients worry that an older dentist will retire soon. Others prefer an established practice with a good reputation. For you, consider the years you’ve been in practice, then promote the silver lining.
• Does he have digital X-rays? – Are you looking out for the health and safety of your patients? Are you technologically advanced?
• Does he offer emergency care, 24/7? = Just how dedicated are you to helping your patients?
• Will you have to wait? = Do you double book? Is your waiting room relaxing, comfy, and inviting?
• Is the team friendly? = If not, you have a real problem. Have you listened to how your office phone is answered? Do you watch the body language of your staff as they interact with patients? Are the patients smiling?
• Is the dentist conservative in his recommendations? = Everyone knows about the dentists who drill and fill. Focus on the person behind the teeth in your personal and marketing communication, and people will appreciate your genuine compassion.
• Will you have to see a specialist, or can the dentist do all of your work? = How extensive is your training? Will you do simple extractions and root canals? Do you work closely with nearby specialists?
• Will the office work with your insurance company so that you don’t have to? = Particularly in this economy, people want to make the most of their insurance benefits. Never forget that!
• Is the office open when you need it to be? = Are your office hours set for your convenience, or the convenience of your patients?
• Is the doctor thorough in getting medical history? = Do you invest enough time learning about your patients before an exam? The public is more aware of the “oral health – overall health link” these days. Smart patients will appreciate thorough, comprehensive care. – from the interview and throughout treatment.