Dental Practices Should Engage in
Cause Marketing
A conversation with AIM Dental Marketing®
Founder Daniel A. “Danny” Bobrow
Dental practice management expert Bobrow joins Noah Levine to discuss why 2021 is a great time for dental practices to connect with their communities through cause marketing.
AIM President Danny Bobrow sat down with Dental Products Report’s Editorial Director Noah Levine to discuss what is likely the most underutilized dental practice building tactic. Known various as cause-related event marketing, cross-sector partnerships, and simply cause marketing, its power and potential are limited only by the commitment, energy, and creativity of those who choose to embrace it.
The interview began with Noah asking Danny how and whether AIM’s Health Partners (clients) were advised to modify/prioritize their marketing and outreach efforts in response to the pandemic. Bobrow made the point that, aside from encouraging the use of tele-dentistry, including after the pandemic (owing to its ability to increase case acceptance), and clearly communicating the measures the practice is taking to ensure the safety of its patients, the real opportunity lay in ‘filling the vacuum’, that is, continuing, and even accelerating, ones marketing and outreach efforts to leapfrog those competitors who chose to curtail or eliminate their marketing efforts during the pandemic.
HIPAA compliant emails and online patient forms submissions have also seen an uptick in interest, owing to the convenient and support of social distancing each service offers.
The conversation eventually circled back to cause marketing, at which point Bobrow introduced the idea that “In contrast to Adam Smith’s Invisible Hand, which holds that society benefits when people pursue their own selfish interests, cause marketing states the opposite, that, by seeking to help others, one’s business unavoidably benefits.”
