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For some, a trip to the dentist is fraught with anxiety. In contrast, however, marketers of many stripes should look forward to reaching out to these medical professionals. Entrepreneurial and business savvy, dentists are open not only to the more obvious profession-related offers, but also to a slew of services and products that help them run their hectic business practices and personal lives.
Meet the Doctors
According to Fred Peterson, media relations for Chicago-based American Dental Association (ADA), there are more than 173,000 professionally active dentists in the United States. Nearly 80 percent of these doctors are general practitioners, while another 20.7 percent are specialists in any of nine areas, such as oral and maxillofacial surgery, orthodontics, and pediatric dentistry, to name just a few. And although the numbers are changing, more than 80 percent of these professionals are male, according to ADA statistics.
These professionals seek out a bevy of equipment and services for their practices, including “medical devices, any new tools that are out in the industry; and if you’re talking services, that would be dental labs, [as well as] materials for teeth and fillings,” enumerates Al Terrazas, director of healthcare sales and marketing for the Medical Information division of New York City-based Hugo Dunhill Mailing Lists, which manages dentist-related lists. Needs and offers also will vary depending on whether the dentist has a specialty. “There’s a lot of fragmentation going on in terms of targeting dentists who only do root canals or [those] who do cosmetic dentistry,” says Fred Freedman, director of marketing for Dental Trade Alliance, an association that caters to marketers looking to reach dental professionals.
Many dentists also are looking to diversify their services. “Recently, they’re looking for some additional products and services they can resell to their patients, like teeth whitening kits and power toothbrushes—that’s been a newer trend,” describes Freedman.
Another Angle
Many of these professionals own their practice, and as such, these offices have similar responsibilities and needs of any small, entrepreneurial operation. Both Freedman and Terrazas emphasize dentists’ interest in insurance and financial products—whether it’s malpractice insurance or insurance for their practice or their employees, who often are taking on ever-increasing responsibilities within modern dental practices. “Because they are smart business men, they’re learning to incorporate employees like dental hygienists [and] dental assistants to bring into the fold, so they can free up their time to see more patients and add more chairs to their practice,” describes Terrazas. That kind of business sense and entrepreneurship also makes them good candidates for financial offers, such as mutual funds and other investment opportunities from financial services companies. “Our members sell a whole width and breadth of products above things that are strictly medical,” notes Freedman. “They sell financial services, insurance, and they sell them ways to market and resell their practice when they’re done practicing dentistry.”
Other secondary offers of interest to this group include magazine subscriptions, consumer catalogs and even movie subscriptions, which all can serve double duty for both personal consumption and patients’ use in the dentist’s office, according to Terrazas. “I see more and more offers for our dentists file from catalog companies,” he says. “If the dentist doesn’t need it, they’ll bring it into their practice and their patients can take a look.”
Going to the Dentist
While these docs typically are receptive to a wide range of direct marketing media, Terrazas notes, “Right now, direct mail still seems to be the workhorse.” Freedman agrees, “The old standbys are print ads in magazines and direct mail pieces.” In fact, space ad placement in certain publications can be particularly effective. “There are certain brands out there, certain publications, certain dental society offers that have more weight than others,” Freedman describes. “A lot of dentists belong to the American Dental Association, so if they get a mailing from them, they’re more apt to pay attention.” This includes information and ads that dentists may find in The Journal of the American Dental Association, its official publication, along with a number of additional publications catering to dental professionals, according to Freedman.
Another good way to reach the dentist, suggests Freedman, is to get the attention of someone else in the practice. “If the office manager or the dental hygienist sees something and recommends it to the dentists, that’s probably a good endorsement,” he says. “Those voices carry a lot of weight in the dental office when [dentists] make purchasing decisions.” Look to compiled lists that offer a select for hygienists or dental assistants, in addition to one for dentists.
An effective way to get the attention of both office staff and dentists alike, Freeman adds, is to offer discounts and premiums. “Freebies and giveaways are pretty good with that crowd,” he says.
The best time to reach these folks is during the fall and spring months. “End of July and August is when I see a big spurt in business,” describes Terrazas. “Because that gives them the opportunity to buy for what’s coming down the pipeline.” Dental practices in general are busier during the fall through spring time frame, he notes, in part because patients are more prone to put off doctor’s visits during the typical summer vacation months.
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