I just finished reading "Everything is Marketing: The Ultimate Strategy for Dental Practice Growth" by Fred Joyal, who is the CEO and co-founder of1-800-DENTIST. I highly recommend this book for any dentist looking for ways to boost practice production and profits.
As a public relations and marketing professional, I read a lot of general marketing books, newsletters and blogs and do my best to share relevant and transferable information with the dental community via this blog.
Fred's book is written specifically for dentists. His knowledge of the dental industry and how consumers think about dentistry is what make this book superior to typical "marketing tips for any business" books and a must read for dentists wanting to take their their practices to the next level.
Imagine spending a few hours over a beer with a marketing guru buddy who knows the business of dentistry inside out and sideways and has compiled more dental-specific consumer behavioral data than anyone on the planet . That's what reading this book is like - conversational and informal, but informational and insightful as hell.
Fred defines marketing in real world terms and emphasizes elements that are often overlooked or taken for granted. Here are just a few examples:
- Why the business of dentistry is unique - even when compared to other health care professions.
- Why dentists should position themselves as "lifestyle enhancers" and how to achieve that.
- Understanding human nature/consumer behavior and how ignoring it can lead to failure.
- Building customer loyalty and understanding why customers leave
- Converting emergencies into long term patients.
- Transforming your office into marketing environment.With special attention given to the handling of phone calls.
- Common sense ways to implement and evaluate your advertising programs.
The book is available in hard copy, audio book or Kindle e-book from Amazon.com or directly from Fred Joyal's dental marketing advice web site GoAskFred.com.
