In this Expert Insight Interview, Chris Pistorius discusses the challenges of dental marketing and what it takes to market a dental practice successfully. Chris Pistorius is the founder of KickStart Dental Marketing, a company that specializes in marketing game plans for the dental industry.
This Expert Insight Interview discusses:
- The difficulty of creating a buzz around going to the dentist
- The specific approach is taken by Chris’s company KickStart
- The importance of knowing your ideal customer
Getting People Excited About Dentists
Going to the dentist is not something we generally look forward to, so creating a buzz around dentistry can be quite a challenge. It is hard to market for a dental practice, but if you can figure it out and know how to do it well, you can be pretty successful in the space, and Chris and his associates did figure it out.
KickStart Dental Marketing has been operating for a little over 12 years, so needless to say, the company has a lot of experience behind it, helping it achieve excellent results. That said, Christ Pistorius agrees that it is not easy to create a buzz and get excited about going to the dentist.
KickStart helps dental practices create marketing strategies, and each dental practice is different. There isn’t a single game plan that works with all dentists, so Chris and his employees need to find a different approach for each.
As with any business, a dental practice’s marketing strategy depends on what it is trying to accomplish. The secret to a great marketing strategy is figuring out what makes a business different, finding its unique selling proposition, and understanding why a customer, or in this case, patient, would choose them over a competitor.
Finding the Ideal Customer
Each dental practice has a different focus, whether it is family dentistry, general dentistry, etc., so at a basic level, each has a defined market that it is trying to target. However, like many businesses, even though they do have a general target market, dental practices don’t tend to have a very clear idea of their ideal customer.
Even dentists that are very clear on their ideal customer can change focus over time. Many of Chris’s clients tend to change direction after a couple of years of operation, choosing to target a more specific, more niche market rather than everyone who has a heartbeat and a debit card.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.