Dental marketing

Bristol yesterday, Reading today – and I continue to despair at the lack of skill demonstrated by dentists at something as simple as introducing themselves to a fictitious room of business owners. The usual “ums” and “ers” and “I run a practice in town that delivers dentistry in a relaxed and comfortable environment” (if I hear that phrase again I’ll scream).
Define marketing in two ways:

  1. the barriers to entry by which you eliminate the people that you do NOT want to deal with and
  2. the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.

That’s irresistibly attractive.
There is nothing irresistibly attractive about the fact that the dentist qualified in 19__ from ______ University.
There is nothing irresistibly attractive about the relaxed and comfortable environment.
So what is?
Think about it.
And whoever you are reading this post – whatever your business – what is it about what you do that would be irresistibly attractive to the right people?


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.