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The Dentist and Marketing

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11 views26 pages

The Dentist and Marketing

Uploaded by

zoh.syd1
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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The Dentist and

Marketing
03 May 2019
DR KENNY CHOKWE
ROOM 2-30
TEL 012 319 2213
[email protected]
Advertising vs Marketing

Promotion Drawing Attention


HPCSA - Advertising - Booklet 2

 Advertising and canvassing or touting


 3. (1) A practitioner shall be allowed to advertise his or her services
or permit, sanction or acquiesce to such advertisement: Provided
that the advertisement is not unprofessional, untruthful, deceptive or
misleading or causes consumers unwarranted anxiety that they
may be suffering from any health condition.
 (2) A practitioner shall not canvass or tout or allow canvassing or
touting to be done for patients on his or her behalf.
DENTAL CHALLENGES
 Increased competition

 Increased no. of dentists

 Ever-rising practice operating costs

 Patients more marketing-savvy

 Potential patients more discerning


MARKETING

Strategy Engage Attract Patients

Dentistry is a PARODY SERVICE


Promote

Brand
Services
Building a Customized Strategy

 Goals

 Objectives

 Roadmap
TYPES OF MARKETING

Internal External Social Media

• Headphones • Digital Marketing Email


• Coffee Table Culture
• TV Website

Brochures
• Ground Marketing
Business Cards

Exhibition
What is Digital Marketing

 Online reputation
 Website
 Social Media
 Email Marketing
 SEO (Search Engine Optimization)
 Analytics
Who’s using technology?

www.google.com
“Finally reaching the point where we can say
every second adult South African is connected to
the Internet is a major landmark, because Internet
access is becoming synonymous with economic
growth.” Reshaad Sha,
Chief Strategy Officer and Executive Director of
Direct Fibre Africa (DFA)
Branding
 Your personal brand is what differentiates you from others

What’s a Brand?

“....what people say about you


when you’re not in the room”
BRANDING

NAME
LOGO
What is Branding

 Idea or image that people have about your services, activities


and/or products
 The emotional way that people view your services/product
 Has to give a meaning in patient’s mind
 Strategy for quick identification of products or services
 Must stand out for ease of identification from competitors
OBJECTIVE

 To attract loyal customers and retain them


 Services/Products must align with promise
 Create confidence in your services/products
 Build enterprise and goodwill
 Promote product
MARKETING MIX

PRICE

PRODUCT

PROMOTION

PLACE

PEOPLE
ADVANTAGES

Guide to:
 Quality
 Service
 Price
Assignment - Due 10/05/2019
in class
 Name of Practice
 Logo
 Marketing Calendar – objective
- target market
- service/product to promote

* Group Number + NAMES


Example
Logo
Practice Name

Objective – to recall kids patients


due for 6 months
check up
Target Market – ages 1-12 years
Service/Product – Scale & Polish
Group number is
the month of
the year
Canva www.canva.com
Logo Design https://www.freelogoservices.com/

sign up for FREE

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