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• Tuesday, May 04th, 2010

Dental marketing insights from Jim Du MolinDental Marketing: Token Offers & Pricing Specials

Jim Du Molin answers the following dental management question: "A lot of dentists are having a hard time meeting their financial needs and goals right now. Do you think it’s in good dental marketing taste to announce to the general public periodic or monthly pricing specials for specific dental treatments or services?"

"I have a story," responds Jim. "I’ll try to keep it brief. I’ve been in the business for like 26 years, and when I first started out, I did not approve of making an offer.

"I did a marketing campaign for a dentist to new residents in the area. Six months later, when we were reviewing this direct mail program, he told me he had made an adjustment. Half of the pieces he sent were exactly as I suggested, without any kind of offer. But as a test, he put a token offer in the other half.

"He said the token offer responded at one and a half times the level of the non-token offer. I was just stunned.

"The issue is that people respond to offers. When my wife and I moved, she sorted through all the different ValPak offers. Though we’re fairly affluent, her attitude was, why not take advantage of an offer? If you have to make a choice between two restaurants and one offers you a two for one deal to come in for the first time with a coupon, go for one! You have absolutely nothing to lose!

"Statistically, when you look at the research, upper middle class and upper class residents, economically they respond and almost demand an offer because they know their business is of value. So make the offer.

"It doesn't have to be a big offer! A token offer is just fine! Save $25 on your initial first time exam, x-rays and dental cleaning. That’s just fine as an offer.

"I wouldn’t try to buy the business, but if you do tooth whitening and so forth, often a great offer! Offer it! Run it in your ads in the newspaper, run it on your dental website or run it on your dental direct mail or run it with ValPak, it works!"

Jim Du Molin has over 26 years of experience in dental management consulting and dental website marketing. He founded dental website TheWealthyDentist.com and continuing dental education resource The Wealthy Dentist University. Du Molin encourages dentists to target high-value braces, dental implant, denture and sleep dentistry patients without alienating their family and general dentistry patients.

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