What Does A Dentist Understand About Marketing That You Should Also?

The top three things people fear most are public speaking, death, and the dentist's office.

OK, I admit that I made up the last one. I know that people definitely fear speaking in front of an audience and that the thought of death keeps some awake at night; however, I'm not as certain about the dentist's office.
Though it's true that not everyone hates the dentist, I'd bet that if you polled 100 people, going to the dentist would not be on anyone's top 1,000 list of favorite activities.

So if most people don't like going to the dentist, how can dentists at least make the visits less intimidating? First, they could make the mundane remarkable, as Amber Naslund shows us. Or maybe they could ensure people that they'll meet their future spouse there (Watch 30 Rock's “Future Husband” clip.)
Although both options—the serious (Naslund's post) and the silly (the 30 Rock clip)—would certainly make your dentist visit more entertaining, I'd like to focus on email marketing.

According to the Direct Marketing Association, email marketing returned $43.62 for every dollar spent on it in 2009 and is expected to return $42.08 for every dollar spent on it in 2010.

Park Central Dental Understands Email Marketing

A good friend of mine, Dr. Kaleb Foster of Park Central Dental, has implemented an e-mail marketing campaign. As an emerging media consultant, instead of critiquing how he administers Novocain or how the hygienist flosses his patients teeth... I think about how his staff communicates with customers.

Dr. Foster understands the power of communication. He's not "doing social media" in the way we think of it. Park Central Dental does not have a Twitter account or Facebook fan page. (Could you see yourself being a fan of your dentist?) Park Central Dental doesn't blog or answer questions on LinkedIn. It doesn't use Formspring or Foursquare. Park Central Dental leverages the awesome power of email marketing.

Here's how Dr. Foster does it.

Ask. It's simple yet often forgotten. When patients make their initial appointment, Park Central asks for their email address.

What's in it for me? Some people (like my mom) are still hesitant to give out their email address. If you are going to take the time to ask customers for their personal information, tell them what's in it for them. The receptionist at Foster’s office informs patients that the staff would use my email address to remind me of appointments. Simple, yet powerful.

Follow-through. Too often, marketers set expectations yet either don't follow through or stray from the promise. Sure enough, though, two days before a scheduled appointment, Dr. Foster’s patients receive an email.

Simple, clean design. His email is easy on the eyes: a picture of two adorable children (both with great teeth, of course) and a very straightforward design, message, and call to action. Remember, it's an appointment reminder. With a quick glance, the patients know exactly when my appointment is.

Clear, actionable call to action. It's obvious what he wants patients to do: confirm their appointment. Dr. Foster put those words in bold and green, and even included a Confirm Now button. I like that it's green (for consistency). The button is visible as a text link with images off. They even call that out in the copy.

Personalization. I'm not a huge fan of personalization, as I've written and spoken about in the past. I think it's fake and contrived looking. However, in the above example, I like the signature from Dr. Foster. He's doesn't overdo it, and it still feels natural; that is, I know that he didn't really sign the email, but...

Integration. I wish all emails were as usable and well integrated as his. Patients can easily add the appointment to their calendar, map the location with Google, view their account online, and even refer a friend. Finally, when they confirm their appointment it updates Park Central’s system. If the patient does not confirm via email, a staffer will call them the day before. Cool, right?

What Else Park Central Dental Does Well

I am critical of all emails I read. So the fact that I give Park Central Dental rave reviews says a lot—about Park Central. Are there areas where the staff can improve? Of course. Would it be worth their time? I'm not sure. A few thoughts...

Facebook, blog, Twitter: It's no secret social media is hot. Moreover, email plus social media is really where it's at. Park Central could start a blog, create a Facebook page, and even manage a Twitter account. However, I'm not sold on whether this would move the needle for Dr. Foster. It may be worth exploring, but I don't see people getting fired up about the dentist (the way I do). ☺

Additional emails: Besides appointment-reminder emails, Park Central has also sent brief surveys and a Happy Birthday email. I believe it would benefit Dr. Foster to expand on those emails. What about a monthly newsletter with "Tips and Tricks" or periodic reminders about good dental hygiene? I realize the latter suggestions often depend on resources, but I think they would be a nice addition.

A Few Other Reasons Park Central Dental Rocks

First, and maybe most important, the entire staff at Park Central Dental is kind, thoughtful, and helpful, and they make patients feel like they are the most-important patient to Dr. Foster.

Second, they give control back to the patient. Dental hygienists ask how patients would like to be alerted about upcoming appointments. They are informed that they can be notified via telephone call (old school) or text message (new school)—whichever medium was most convenient for the patient.

They are doing their best to minimize the chance that I will miss my appointment.

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If I could give out stars to Dr. Foster and his staff, they would receive 4 out of 5. What else would you suggest for Dr. Foster and his crew to make up that extra point? Let me know by emailing me below, and I'll be sure to share them with Dr. Foster.

Dustin Mitchell
dustin@networkinglifestyles.net