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Generation G and Dental Marketing

February 10th, 2009 · 2 Comments

dentists give backAt Trenwatching.com, a new generation is reviewed – Generation G. (G for generosity.) The article discusses a social movement toward giving. Copyblogger.com says, “There’s a brand new generation for online marketers to adapt to.” If you have a dental website, what does Generation G mean for your marketing strategy? How can you, as a dentist, appeal to a generation of givers?

Generation G defined
The lag in popularity for cosmetic dentistry is blamed on the economy, but perhaps this new generosity mindset has something to do with it as well. Generation G is defined on Trendsetter.com: “growing importance of ‘generosity’ as a leading societal and business mindset.” The article says that consumers are tired of greed and the economic consequences of such. They are pushing for a movement toward caring, giving, and sharing. The Internet poses a great opportunity for businesses in this regard.

Copyblogger.com tells us that this mindset is not new and that business has long used generosity for success. For instance, many dentists want a patient-focused, friendly website, rather than a glitz-and-glamour site. To bolster the generosity factor on your dental website, consider these concepts:

Add a community service page
Without giving the impression of wanting a pat on the back from the community, a service page can let your website visitors know that you hold giving back in high regard. Mission trips, school speaking engagements, donated dental services, and inner-city projects can be presented in a way that simply says you care. Photos of these events can prove your dedication. In some cases, your web visitors may not want to believe your sincerity. Photos and heartfelt testimonials from staff and patients can help your site overcome this hurdle.

Focus on patient education
Information on your website can appear to not directly sell services, but to inform and educate. With compassion and genuine concern, your site’s patient education articles can focus on how dental care helps people – a) avoid future oral health problems, b) avoid future overall health problems, c) avoid pain, d) avoid expense, e) enjoy renewed quality of life, and more.

Give stuff away
Again, not for the direct purpose of selling. Sure, free take-home whitening kits are a great marketing incentive to get new patients in the door, but letting people know that 10% of all your profits from teeth whitening will go directly to Donated Dental efforts, or something of that nature, can also be appealing. In this scenario, by choosing you, the patient can become part of your giving.

Another opportunity is providing free athletic mouthguards for children in school or community athletics. Your offer may read like this: “For our young athletic patients of record, Dr. X will provide complimentary athletic Mouthguards. As your trusted family dentist, our team is dedicated to your lifelong oral health. Mouthguards play an important role in protecting athletes from sports-related injury, and custom-made mouthguards are comfortable and effective.” You might even add: “Dr. X’s children wear dentist-fabricated athletic mouthguards when they play soccer and football, and he wants no less for your child.” Mentioning that the doctor coaches Little League baseball or financially supports the local high school booster club would fit nicely here, as well.

Take a cue from a pro
Zig Zigler’s platform is to help other people succeed. Apparently, it works. Mr. Zigler is a household (ok, boardroom) name. By tweaking your website marketing campaign to cater to Generation G, you will foster loyalty in your patients, as well as your own reputation for being a good steward.

Who to ask for help
TNTDental is one of our participating contributors. The dental marketing experts, graphic artists, and copywriters there will be happy to help you redirect your website marketing to appeal to Generation G.

Share your story
The DentalBlogs editorial staff would like to encourage you to share your ideas on generosity in marketing. Simply post your comment to this blog. Tell us how you give back to your patients and community!

SOURCES: Trendwatching.com; Copyblogger.com

Tags: Administrative · Marketing

2 responses so far ↓

  • 1 lacey // Feb 11, 2009 at 6:40 am

    Well you are right in the case of giving stuff away for free, but at the same time, if you can provide them with the optimal info they need exactly for their problem, that would bring in more people automatically by word-of-mouth advertising -tho its indirect, as the supplier or dentist is not doing it. I have read recently about dental insurance plans in http://www.dentalinsuranceplanscompare.com that gave me a clear picture of different plans and their costs.

  • 2 lacey // Feb 11, 2009 at 6:40 am

    Well you are right in the case of giving stuff away for free, but at the same time, if you can provide them with the optimal info they need exactly for their problem, that would bring in more people automatically by word-of-mouth advertising -tho its indirect, as the supplier or dentist is not doing it. I have read recently about dental insurance plans in http://www.dentalinsuranceplanscompare.com that gave me a clear picture of different plans and their costs.

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