Good day everyone. The topic for today’s discussion and clarification sharing is marketing strategies for cosmetic veneer restoration projects. How should we go about it? This is a question raised by one of our members – it’s a short topic, but we’ll touch on a few points within our limited time. Let’s dive into some practical techniques for consideration.

Firstly, let’s talk about marketing. Marketing can be divided into internal and external marketing, which refers to marketing within the clinic and marketing outside of it. There’s a correlation between the two: internal marketing is foundational, while external marketing serves as a booster. Internal marketing acts as the bloodstream, while external marketing requires financial investment.

Internal marketing can be further developed using existing resources, but it requires effort without necessarily significant monetary investment. Therefore, the suggestion is to prioritize internal marketing before moving on to external marketing. The internal foundation must be solid; otherwise, focusing solely on external marketing may result in attracting new customers without retaining them. Even if they are retained, if the internal marketing isn’t adequate, it could lead to poor customer experiences and negative word-of-mouth.

So, it’s crucial to prioritize internal marketing. How can we effectively market cosmetic restoration projects? Firstly, let’s discuss product. Marketing should always start with the product; Product optimization, including technological advancements and improved service packaging, should be the initial focus. Price adjustments should be made based on this optimization, which doesn’t necessarily mean raising prices outright. Alongside price adjustments, there should be a concerted effort to enhance the reception skills of all staff members. Improving reception is the gateway to revenue. However, to truly improve performance, moderation is key.

Furthermore, good products must be accompanied by matching services, especially post-operation. Post-operation customer service is essential for increasing customer retention and establishing referral systems. Building upon this, let’s delve into the distinction between internal and external marketing.

Within internal marketing, we need to analyze the available resources. These include existing customers, staff, and potential customers. Suggestions for internal marketing include enhancing skills in cosmetic restoration and boosting confidence in technical abilities. Additionally, improving communication skills among consultants or physicians is crucial. Another aspect is product optimization and price adjustment to cater to different customer needs.

To successfully implement this project, we should experiment with different customer segments, gaining experience and adjusting accordingly. Lastly, setting goals and incentivizing referrals through target management and commission structures are essential. Regular meetings should reinforce these strategies, ensuring everyone is aligned and motivated. In conclusion, cultivating habits such as setting goals, planning, and summarizing achievements is crucial for continuous improvement and success in marketing cosmetic restoration projects.

For retaining old customers and stimulating their desire to return and refer others, we can implement a policy where we reward them for referrals. For example, we could send a text message offering a reward, or even household items, for referring new customers. Some people, who already trust us, may have friends in need of dental services and would gladly refer them. So, one aspect is relying on rewards, while the other is maintaining good relationships and treating customers as friends. Emotional marketing plays a vital role here; when making requests, customers might be more inclined to refer suitable friends if they feel emotionally connected.

The fifth point is to gradually establish a cosmetic restoration expert committee. If your organization is large enough, you could form such a committee. This could involve sending a doctor for further education while appropriately packaging internal cosmetic restoration experts. This packaging aims to bring value because value determines price. Adequate packaging not only instills confidence in doctors but also in our team and customers.

Now, moving on to external marketing, here are some recommendations:

Firstly, two phrases to keep in mind: “Fishing for big fish in the right pond,” where the pond refers to the channel. Selecting the right channel to target big customers is crucial. Secondly, “Knowing oneself and one’s enemy ensures victory in a hundred battles.” We need to understand our situation and our customers’ needs. Understanding our customers’ psychology and potential needs is essential. Based on this analysis, we can plan how to cater to their needs and promote accordingly. Market expansion is mainly about channel selection. When promoting, it’s essential to clarify the organization’s positioning: whether it’s targeting the mid-low or mid-high end market, and which procedures are emphasized, such as implant restoration, cosmetic restoration, or orthodontics. If cosmetic restoration is the focus, the team’s skills, technical capabilities, and customer service must match the positioning. Establishing a branded service that aligns with the positioning is crucial.

Secondly, for external marketing, we need to assemble a team. A dentist juggling multiple roles like treating patients, managing, logistics, procurement, and marketing is challenging. To excel, we need a small dedicated team, even if it’s just three people. The team can be divided to handle different aspects, such as market research, channel selection, and executing marketing activities like community clinics. These clinics can be highly effective if they provide quality consultations and interact with customers similarly to how doctors do during consultations. Additionally, budgeting for marketing activities is crucial. External marketing requires significant investment, and without a dedicated team and willingness to spend, success is difficult. Therefore, smaller organizations might consider starting with smaller channels.

Lastly, it’s essential to ramp up marketing efforts. Boosting brand awareness among mid-high-end customers ensures they think of us first when they need dental services or cosmetic restoration. Increasing brand recognition requires consistent and strategic promotion efforts.

By implementing these strategies, we can effectively market cosmetic restoration projects both internally and externally.

In order for your organization to be considered, the customer needs to visit the clinic. On the one hand, if they haven’t seen any advertisements or have no awareness of the clinic, it’s difficult for them to consider coming, especially considering the relatively high cost of cosmetic restoration. Therefore, brand elevation is necessary. On the other hand, we need to plan activities such as print and online promotions. While good activities can yield relatively immediate results, they require financial investment. Additionally, expanding channels through cross-industry alliances, such as partnering with beauty salons or barber shops, can be effective. Furthermore, conducting free clinics at universities can also help. Thank you for watching, and we’ll see you in the next episode.