YOU CAN GET a cup of coffee at Costco for $0.50. At the Starbucks next door people pay 500% more. Why don’t you ever hear anyone in Starbucks asking for a discounted cup of coffee? It’s because both Starbucks and their customers no longer consider coffee a commodity—rather, it’s a “ritual comfort” with higher perceived value.
Your Target Audience No Longer Needs To Be Everyone With Teeth
You may be wondering, “What on Earth could our dental practice learn about marketing from a company like Best Buy?!” As you watch the short message below from Best Buy’s former CMO, Barry Judge, think about its application to the way you market your product—dentistry.
The Dental Social Media Marketing Takeaway From Best Buy
Barry Judge says something to the effect, “The internet provides limitless selection, while Walmart provides rock bottom prices…”. The concept is the same with dental services. In a split second, Google provides limitless practice choices—and, there will always be some goofball practice down the street running a Groupon deal. The engagement you create through your dental social media platform will set you apart from the fray and allow you to create powerful one-to-one connections where you can tell your practice story and create higher perceived value (your version of Starbuck’s “ritual comfort”).
What kind of patients do you want to bring through your door? Keepers? Those who love and appreciate what you do? Dental social media marketing allows you to talk WITH patients and prospective patients, not AT them.
In your team meeting this week, brainstorm the “uniqueness inside your own little field” that bolsters your ritual comforts. How can you use social media’s transparency to communicate your uniqueness to current patients and prospects? If you find yourself feeling stuck, ask some questions to get the ball rolling.
How do you differentiate your practice and rise above the fray? Please let us know below, or comment on our Facebook page.