This is not so much about how to market a dental practice, as it is an illustration of how smart marketing strategy can permeate every aspect of a busy professional service firm.
During my last appointment, Dr. Penski and I talked about her practice and approach to marketing. Here’s what I learned:
Clear Positioning:
Fresh out of Georgetown University’s Dental School, she couldn’t get funding for her vision of a practice that would cater to women. In her words, “Anger was a great motivator,” so she set out to fulfill her dream by catering to private-pay professional women and moms, two very influential forces when it comes to how families spend their dental dollars.
From the start, she and her business partner knew they would best serve this niche by offering “dentistry with a caring touch.” This vision permeates everything, setting a baseline for how they package and promote their services, their approach to sales, the care they provide, and day-to-day performance for the entire staff.
Thoughtful Packaging:
Dr. Penski explained how they created their practice “identity” on a dime....
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