Here are some examples of proven, patient-friendly language you can use in your marketing materials to promote your CEREC practice:
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- Josephine Norman
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2 GET MORE CEREC PATIENTS You already know the many clinical benefits of adding CEREC to your practice. This remarkable CAD/CAM system ranks among the most transformative advances in dental technology since the introduction of the electric dental drill in It has huge technical advantages that make you more efficient and precise in your dentistry. But CEREC also has many marketing advantages that make it appealing to patients and understanding this side of the equation can help this amazing technology pay for itself. To make it simple, Futuredontics has outlined some easy-to-implement marketing strategies to help dentists promote their advanced technology as a major benefit to new and existing patients alike. The first step is simply looking at CEREC from a different perspective your patients. THINK LIKE A PATIENT The first rule of successful CEREC marketing is to think like a patient. This can be a challenge for dentists who typically tend to focus on CEREC s state-of-the-art technical features. Over-explaining the equipment this way is a mistake many practices make. The simple fact is that patients don t care about technology for technology s sake. All they really want to know about is benefits (i.e. what s in it for them). Patients don t care about technology for technology s sake. Fortunately, the primary benefit CEREC offers patients over traditional restorations is significant and easily explained. CEREC eliminates a second visit to the dentist. Today s busy patients appreciate the convenience of completing their treatment in a single visit. It s a message people respond to especially when you explain that CEREC also reduces the three things patients dislike most about dental treatments: drilling, shots and gooey impressions. Here are some examples of proven, patient-friendly language you can use in your marketing materials to promote your CEREC practice: Same-day restorations No temporaries or second appointment with CEREC Beautiful porcelain restorations in a single visit Now featuring CEREC technology for 1-day restorations It s important not to get too technical when discussing CEREC. Keep clinical jargon to a minimum. Although the technology is impressive to dental professionals, resist the urge to detail how the machine actually works (e.g. computerized lathe, quality of porcelain blocks, 3-D camera, CAD/CAM technology, software, and especially how much it saves the practice in lab fees). Instead, focus on the BENEFITS to the patient in clear easy-to-understand language. Using CEREC To Build Your Practice 2
3 BENEFITS OF CEREC TO THE PATIENT One of the keys to successfully using CEREC as a marketing tool is knowing which patient benefits to focus on in your advertising and treatment plan presentations. The following talking points hone in on the specific advantages of CEREC restorations that have the greatest patient appeal: Saves time by eliminating the second visit Patients want to spend the least amount of time possible in the dental chair. Anything that can be done to avoid returning for a second visit is appreciated. Since all work is done onsite there s no need to wait for a lab CEREC is the fastest, easiest way to get a restoration. CEREC also eliminates unforeseen repeat appointments when lab-made restorations don t fit or match properly. No need for gooey impressions Patients universally hate the process of having dental impressions made. CEREC s 3-D camera takes incredibly accurate measurements digitally, thus eliminating one of the most unpleasant, gag-inducing experiences in dentistry. No temporaries Nobody likes temporaries. By eliminating this step from the process, patients avoid a second round of shots for anesthesia as well as the discomfort involved with drilling and prying off a temp to put in a crown. This is a huge benefit. With CEREC, patients also eliminate the hassle of trying to live for a week or two with a loose temporary restoration. Know the key patient benefits of your CEREC technology. Restorations last longer CEREC s porcelain restorations will last years longer than traditional composite ones. This saves patients money, time and the frustration of returning to the dentist in five years for a replacement crown. More conservative restorations As you know, CEREC often allows dentists to create inlays/onlays rather than a whole crown in cases where only part of the tooth needs to be restored. The benefits to patients are: A) less of the tooth needs to be drilled and removed B) no need for partial temporaries, and C) more of the original tooth is saved which helps better ensure a successful restoration. Better esthetics CEREC porcelain restorations will match the natural tooth better. They are more attractive than composite (and MUCH more attractive than amalgam). Looking better is a huge patient benefit. After all, no one wants their dental work to be obvious. CEREC makes for much more comfortable dentistry thanks to shorter visits, less drilling, fewer shots, and no temporaries. Best of all, the end result is more attractive and longer lasting. Focus on these highlights and watch patients suddenly start to appreciate the value of your equipment. Using CEREC To Build Your Practice 3
4 MARKETING STRATEGIES FOR CAD/CAM DENTISTS CEREC same-day restorations offer dentists a unique marketing advantage one that few other dental services or technologies match in patient appeal. The good news from a marketing standpoint is that any dental practice sophisticated enough to have its own CEREC system probably already has all the tools needed to successfully promote the benefits of CAD/CAM dentistry to patients. The real challenge of marketing CEREC is making sure you re using all the tools at your disposal to their maximum effectiveness. Here are the top 7 ways to spread the word, helping you grow your patient-base and get the best return from your investment in CAD/CAM technology. #1 WEBSITE According to a recent nationwide survey, 30% of dental patients say their choice of dentist is greatly influenced by the practice s website. And new patients aren t the only ones who are visiting your site. Many existing patients also visit your website prior to scheduling an appointment and they are excellent candidates for CEREC. This steady stream of Web visitors makes your website the ideal place for promoting the many advantages of same-day CEREC treatments. It s important to prominently feature your CEREC capabilities on your website. Your home page should have a callout or headline making it clear that you offer same-day restorations or beautiful porcelain restorations in a single visit. You should also consider adding a separate page dedicated to CEREC. This page should include a brief not overly technical explanation of what CEREC does and a detailed breakdown of the many ways this amazing technology benefits patients (e.g. comfort, cost, time-saving, etc.). Ideally, your website will have a video that explains why so many patients today are choosing CEREC treatments over traditional restorations, or a video testimonial from a satisfied patient. Futuredontics PatientActivator service includes exclusively developed CEREC videos and other content that you can use on your website. See the back page for more details. Using CEREC To Build Your Practice 4
5 #2 PRACTICE BROCHURES Be sure to display CEREC promotional brochures in your waiting room and operatories. Your CEREC representative may be able to supply you with preprinted marketing materials or you can create your own brochure. If you opt to develop your own custom brochure, make sure it s professionally written and designed. Depending upon the quantity you need, beautiful 4-color, 8 ½ x 11 two-fold brochures can be printed for just pennies apiece at your local digital printer. #3 NEW PATIENT PHONE CALLS It s important to distinguish your practice as a high-tech, comfort-conscious office when speaking with new patients on the telephone. That s why it s crucial that your whole staff is well versed in the benefits of CEREC. Mentioning your CEREC capabilities offers the perfect opportunity to assure callers that you re capable of providing state-of-the-art care in a manner they ll appreciate: efficiently, economically and comfortably. #4 OFFICE TOURS It s crucial that your whole staff is well versed in the benefits of CEREC. Office tours offer a unique opportunity to wow patients with your practice s technical capabilities. They re also the ideal time to explain the advantages of CEREC restorations to your patients. Some practices actually display the CEREC lathe in reception in order to generate patient interest. Come up with a simple script you and your staff can use to explain CEREC to interested patients on their first visit, such as: We have an amazing new technology called CEREC that allows us to do restorations in a single visit. Very few practices have this, but because we appreciate how important your time is, the doctor chose to make the investment in this state-of-the-art machine. When we use CEREC, we create restorations right here in the office instead of sending them to a lab. That means you don t need to wear a temporary while you wait for it to be made. Even better, we can now do any type of filling with real porcelain which lasts much longer and matches your teeth perfectly. Using CEREC To Build Your Practice 5
6 #5 EXISTING PATIENTS Your practice s existing patients are your best candidates for CEREC. That s because it is much easier explaining the benefits to a patient whose trust you ve earned than folding it into the conversation when you re trying to bring on a new patient. Talk about CEREC during treatment. Make sure patients hear repeatedly that you invested in this technology to make their experience better and make sure they understand how it s better (that s why you don t need to come back for a temporary, etc.). The most receptive patients are those who have already had a traditional restoration. The benefits of CEREC are much more obvious to them. Once these patients have their first CEREC experience, they typically become word-of-mouth evangelists singing the praises of your practice s same-day restorations. The most receptive patients are those who have already had a traditional restoration. #6 SOCIAL MEDIA Free social media sites like Twitter, Facebook, YouTube, Instagram and Google+ are ideal for promoting CEREC. You can post articles, coupon promotions, and before and after photos to generate interest in the benefits of same-day restorations. Blogs are another effective way to increase awareness of CEREC. NOTE: Always get a signed release before posting any photos or videos of patients. #7 PATIENT COMMUNICATIONS Patient communications (e.g. newsletters, s, special offers, postcards, etc.) are proven ways to educate patients about all your technology, including CEREC. They re ideal for reminding patients that your practice specializes in CEREC restorations something that very few practices offer and that the procedures are faster, longer lasting and far more comfortable than traditional treatment options. Futuredontics PatientActivator service also features pre-written CEREC communications that makes it easy to promote the benefits in customizable newsletters, campaigns and social media promotions. See the back page for more details. Using CEREC To Build Your Practice 6
7 BONUS STRATEGY - GUARANTEE YOUR CEREC WORK Guarantees are very appealing to patients, and this is as true for cars as it is for dental care. Consider using this principle to your advantage by offering a verbal guarantee on your CEREC restorations. Tell patients that as long as they are consistent on recall, you ll guarantee their restorations for life. Best-case scenario, you ve just improved your recall and increased yearly production, which should be worth the minimal cost of repairing minor damage. Worst case, they don t keep up with their six- or four-month appointments (and then it s up to your discretion whether to honor the guarantee). Either way, you ve used CEREC to create a benefit every consumer understands: the guarantee. SUMMARY You invested in CEREC technology now make sure to let all your patients know about it so you get the greatest return on your investment. Be sure to use every marketing tool at your disposal (e.g. website, brochures, office tours, new patient calls, one-on-one conversations, social media and patient communications) to remind patients of the many benefits CEREC offers them. Repetition and clarity are important as with any marketing plan. And, remember always focus on promoting these benefits in clear, jargon-free ways that your patients can easily understand. Do this and you are sure to enjoy profitable CEREC production for years to come. Using CEREC To Build Your Practice 7
8 About Futuredontics Futuredontics - the parent company of DENTIST and Patient Activator specializes in helping dental practices turn consumers into lifelong patients. We are the industry s largest direct marketer that solely focuses on the challenge of maximizing dental practice production. Independent practitioners and DSOs nationwide rely on us for the advanced services, training and support they need to build profitable, long-term relationships with new patients in their area DENTIST our flagship service - receives over 2 million consumer inquiries and makes over 400,000 patient referrals every year. Ours is the only national new dental patient leads program offering both an online directory with patient self-appointing and a live 24/7 US-based call center staffed by rigorously trained agents. PatientActivator the ultimate dental patient engagement system increases production and boosts the practice s online presence with automated patient appointment reminders and tools for marketing, social media and online practice reputation management. Only Futuredontics offers the unparalleled expertise that comes with over 30 years of industry leadership. With unlimited live customer support, dentistry s premier marketing products and our exclusive production guarantee, Futuredontics is the proven way for dental practices to grow their patient base and increase practice production year after year. Our library of educational resources the largest dedicated to dental practice marketing features original reports, surveys, training webinars and videos. Visit us at Futuredontics.com for more information. Disclaimer: This whitepaper provides general marketing advice. Please consult your legal professional to ensure compliance with applicable laws in your jurisdiction. Using CEREC To Build Your Practice 8
9 Advanced Dental Technology: Perceptions vs Reality 9
10 Futuredontics Using CEREC To Build Your Practice 10
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