What it Takes To Succeed at Marketing for Dentists II
Part 2 of 3
By Daniel A. Bobrow, MBA (University of Chicago) & MBA (K.U.L. Belgium)
There are three paradigms used to describe the dentist-patient relationship.
The Guild Model views the patient as incapable of making judgments, not only about treatment
The Commercial Model holds that the relationship between dentist and patient is simply that of producer and consumer. The
The April, ’95 issue of CDS Review elaborates on the Commercial Model as follows:
Dentist and patient are viewed as equal bargainers who have no obligation to one another, except for a prohibition of coercion, an obligation to
The goal of the dentist, according to the Interactive Model, is to enhance patient autonomy. This assumes both that the patient is capable of understanding, and the dentist owes a duty to assist the patient in
What distinguishes the Interactive from the Commercial Model is its belief in the moral, not merely the economic, equality of the doctor and patient, and it is the model we believe ought to characterize the patient-provider relationship.
Awareness and Persuasion
Most marketing programs consist of two components: an awareness creation component, and a persuasion component. There are those who maintain that persuasion has no legitimate role to play in dentistry marketing. In our view, persuasion has a valuable role to play, provided it has as its primary objective providing necessary and
It may well be that very little persuasion is necessary to achieve your practice growth objectives. We work with a number of practices where, for example, owing to the shortage of providers or rapid population growth in the area, all the practice need do is create awareness of
Another example of the awareness-creation component of marketing is related by a Member practicing just north of Chicago who invested a lot of money to make his office
STS III concerns examples of and distinctions between Internal and External Marketing
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