Skip to content
Off the Cusp

Off the Cusp

Dental industry news, trends and information from Patterson Dental.

Menu
  • Home
  • Categories
    • Business of Dentistry
      • Dental Practice Marketing
      • Practice Finance
      • Practice Growth
    • Dental Industry News
      • Industry Events
    • Dental Practice Management
      • Human Resources
    • Dental Practice Safety
      • Infection Control
    • Future of Dentistry
      • Dental Equipment
      • Dental Technology
      • CAD/CAM
  • About
    • Off The Cusp Privacy Policy
    • Off The Cusp Terms of Use
  • pattersondental.com
  • Home
  • Business of Dentistry
  • Practice Growth
  • How to Grow Your Whitening Business by Marketing Directly to Patients
Dental Practice Management Dental Practice Marketing Practice Growth

How to Grow Your Whitening Business by Marketing Directly to Patients

Alex NozdrinAlex Nozdrin Alex NozdrinFebruary 9, 2015February 9, 2015
Grow Your Whitening Business with Direct Marketing

Share

Facebook
Twitter
Pinterest
LinkedIn
Email
Read Time:3 Minute, 11 Second

Do you offer teeth whitening at your office? Of course you do; most dental offices do. But how much whitening do you actually perform every month? If you’re like most practices, probably not much. The main reason for this is you’re likely not proactive about it and only talk about whitening when your patients bring it up. Can you do better? Don’t worry, this won’t be a post about how to sell more whitening chairside. You already know that talking to patients directly about whitening works – it’s just that it takes effort, a sales-oriented mindset, and you will only remember to do it a small percentage of the time. Even if you did commit to evangelizing whitening to scheduled patients, the one-to-one nature of this effort would mean you’re spreading the word pretty slowly.

What we’ll cover instead is how to get more patients asking you about whitening by directly marketing to them outside the four walls of your office. If you’re unnerved by the term “direct marketing,” please know it just means “send them stuff,” including email, text messages and direct mail, to reach them where they are. This kind of direct marketing is incredibly easy with a patient communication system like RevenueWell because it gives you prebuilt content and a quick way to reach all of your patients cost effectively – but the truth is you could probably put together a program like this yourself.

What does a good direct marketing program look like?

The most effective forms of direct marketing typically employ a blend of both promotional and educational messages – which is to say, the marketing campaigns you send out should be designed first to get your patients thinking about whitening, then to educate them about what it entails, and lastly, to ask for the sale. Here are some ideas on the campaigns you could get started on right away:

  • An informational campaign to simply let them know you offer whitening. Many patients believe whitening is something they get in a toothpaste or in a take-home kit from the nearest big box store. Let them know the better way to do it is via the professional whitening services you offer at your office.
  • A campaign that educates recipients as to the benefits of modern whitening procedures. You’ll want to mention that today’s products work better, faster and result in less sensitivity than ever before.
  • Highlight the availability of the different options you provide. Suggest the take-home options you offer, which (you’ll mention) are far superior to over-the-counter products, and your chairside procedures. In just a few lines of text you can cover everything from simple maintenance whitening to deep bleaching that eradicates the toughest of stains. Every patient is different, so communicating a breadth of options is best.
  • Tell them how affordable whitening has become: some programs, like Sinsational Smile and a few others, are very inexpensive when done as part of a hygiene appointment. Most patients don’t know this, so educate and incentivize them to consider a consultation at their next appointment.
  • Campaign around holidays and events: events like weddings, graduations and proms can work exceedingly well because you’ll be sending the right incentive to the right demographic just when they’re thinking about the event you’re referencing. This sort of ultra-targeted direct marketing is very effective, and can be very profitable.

You’ll be amazed how well the above approaches can work. Whitening can add a substantial boost to the bottom line of your practice if you do it consistently and professionally. It also acts as a great conversation starter for more advanced cosmetic offerings your patients might not currently be considering. So test out these strategies, and watch them work!

Alex NozdrinAlex Nozdrin

About Post Author

Alex Nozdrin

Alex is one of the founders of <a href="http://patterson.revenuewell.com/" />RevenueWell</a>, the maker of automated practice marketing and patient communications software that cuts overhead costs, increases production and helps practices acquire new patients. Alex is passionate about marketing, online technologies and ways that they can be applied to help dental practitioners succeed in the Internet age.
Total
0
Shares
Share 0
Tweet 0
Pin it 0
Share 0
Tagged patient education, practice growth, practice management, practice marketing, RevenueWell, teeth whitening

Post navigation

Previous

Previous post:

Excellence in Case Acceptance

Next

Next post:

How Medical History Is Re-energized in Eaglesoft

One thought on “How to Grow Your Whitening Business by Marketing Directly to Patients”

  1. Paige Smith says:
    June 11, 2015 at 8:55 am

    Every dentist should have a great sales team to promote them. I have a cousin who is a dentist and he tries to promote his business, but being in a big city, it is hard for people to notice him. Even though he offers the same services that you would find anywhere else and can do them really well, he needs to have people do direct marketing to get a bulk of his business.

Comments are closed.

Subscribe

* indicates required

Recent posts

  • How Safe Are Kids’ Smiles Today?
  • Innovation In Dental 3D Printing: A Welcome Advancement
  • Plumbed Versus Portable Nitrous Oxide/Oxygen Sedation: Which Is Best?
  • OnTarget Highlight: Preventing and Treating Peri-Implantitis
  • 3 ways to build stronger relationships with your patients

Search Off the Cusp

Close
Menu
  • Home
  • Categories
    • Business of Dentistry
      • Dental Practice Marketing
      • Practice Finance
      • Practice Growth
    • Dental Industry News
      • Industry Events
    • Dental Practice Management
      • Human Resources
    • Dental Practice Safety
      • Infection Control
    • Future of Dentistry
      • Dental Equipment
      • Dental Technology
      • CAD/CAM
  • About
    • Off The Cusp Privacy Policy
    • Off The Cusp Terms of Use
  • pattersondental.com

Related Post

3 ways to build stronger relationships with your patients

October 26, 2022October 26, 2022

7 tried-and-true tactics to curb revenue-crippling no-shows

October 25, 2022October 25, 2022

How to reduce cancellations and increase case acceptance with patient engagement

October 24, 2022October 24, 2022

Online dental marketing: Staying HIPAA compliant in 2023

October 17, 2022October 17, 2022

Candy sweet swap: A fun Halloween dental marketing campaign

October 12, 2022October 12, 2022

The 3 E’s to dental patient retention and treatment acceptance

September 28, 2022September 28, 2022
Copyright Patterson Dental. All rights reserved.