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Making use of a good Dental Strategy:
To build an effective dental strategy, it's always best to first write two to three sentences that can describe your business and how it can help your dental customer. In addition, you might also want to describe your business as if one would use your services for the first time describing their experiences.
Identify your Dental Strategy Customer:
Generally, there are four kinds of buyers from where you can target your dental strategy. They are the cost conscious shopper, beneficial shopper, coupon clipper shopper, and the frugal shopper.
Conscious Shopper:
Purchases the best fit or affordable products and services that suits their needs. The newest model of car, first release cell phone, just about anything which recently has hit the market that can support their lifestyle. As we compare this lifestyle to using your dental services, they may purchase porcelain veneers over getting their teeth whitened. They may also want to get dental implants rather than get a bridge, partial denture, or complete denture.
Beneficial Shopper:
This customer tends to weigh the benefits of a service or product against the cost. Business customers often tend to fall into the beneficial shopper category, where they want to make sure the product or service they are acquiring will help their business grow.
When advertising dental services towards this group, your dental strategy may involve explaining why it may be better in the long run to get a dental implant for a single tooth rather than use of a partial denture or bridge. Most do not understand that once a tooth is lost for good, that the remaining teeth will gradually move towards the empty pocket which may cause further tooth loss. Of course with regular visitations this may never happen, but we can also identify in this dental stragegy group that some may frequent the dentist every five years.
Coupon Clipper Shopper:
Most shoppers will only buy a product or service based on the lowest cost and nothing more. They tend to find the lowest price, purchase the product or service once, and rarely repeat as a buying customer for the product or service at another time. Advertising dental services with coupon clippers may involve a dental strategy that focuses on tooth whitening, or a complete package where dental cleaning, xrays, and general checkup are as a single cost.
Frugal Shopper :
Often buys things as few as possible. This is a difficult group to market to because it would be hard to persuade the sparing shopper to buy something they could use, but really do not have a need for it. This category is always the hardest for advertising dental services because if the dental service is not needed, the buyer just won't purchase the item.
Dental Strategy involves Self-Image :
Self-image plays an important role in the decision making process to buy a product or service. Self Images are broken down into many different identities, and many overlap each other. While it may be difficult to identify your customers self image, even if you were able to find one to two attributes you can attach to your customers, you'll have a better foundation to Advertising Dental Services.
Identifying Dental Advertising Categories with Self-Image :
Some Dental Strategy Self-Images are: High Achiever, Romantic, Hard Working, Cutting Edge, or Adventurous.
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