In my last column we started talking about what your digital images can be used for once you have taken them. We talked about using them for case presentations utilizing editing software such as Dentrix 4.1 or Image FX. We discussed which team members would be using the software and where in your office. We will talk more about digital smile designs and case presentations more in the future. In this column we will discuss another option for you digital images. The portraits and before and after photos you take of your patients can be used inside your office for internal marketing. Now it needs to be mentioned that there are some companies that sell marketing portraits printed and ready to hang on your wall. Smart Practice sells a wide range of marketing photos that are really well done. Discus Dental sells very unique prints that can also make powerful impact on your practice production.
In my office we market to our patients using portraits and photos of our dental work in different ways depending on where you are in my office. In this column I will share with you how I use different types of marketing photos. In future columns I will discus how I photographed them. When a new patient comes to our office the first thing we do is give them an office tour where we discuss each print and tell the story behind them.
When you first enter our office you will see a multitude of portraits of our patients. Most have beautiful smiles but not all of them. The value of the portraits in this area of our office comes in displaying who we treat, not necessarily what we have done for them. I have portraits of our patients that are beauty queens, politicians, sports stars, and businessmen. The portraits show men, women, young, and old patients. It gives the feel that no matter who you are; this is the right office to be in. Each print, whether it is a portrait or a before and after, has a testimonial written by the patient on them. This is just as valuable as the print itself. All of the prints are 13” x 19” in size and printed in our office with a $400 Canon i9900 printer.
As you begin to walk down our hallways the portraits change. They now show select cases of the services we provide. We have portraits and before and afters showing cosmetic veneers cases to whiten teeth and close spaces, full mouth reconstruction, periodontal therapy where the tissue has been replaced, bridges with natural looking pontics, implant therapy, and natural looking fillings. The cases show all ages and gender. It lets the patients know that we take pride in what we do and are proud to show off our cases. It also give them idea about what we can do for them and their family and friends. Because we show such a variety of people in the cases it lets them know that anyone can have this type of work done regardless of their age or gender.
Once you enter our operatories you immediately see close up and highly detailed images of before and after case. Each case also has the corresponding portrait on the adjoining walls. These prints cover the majority of cases patients ask us to help them with from cosmetic to restorative. We use them to discuss possible treatment ideas and steps involved. They also show the steps involved with most cases. They show crowns without black lines at the gum margin, white fillings replacing black fillings, closing spaces with composite, restoring tetracycline stained teeth with veneers, bleaching, temporaries, bridges, and implants. The only service I do not have a close up of is a complete denture. Truth is that I really don’t like doing them.
Creating your own advertising both internal and external can be very cost effective if it is done with a well thought out plan. Any form of marketing is usually better than none. Start with a budget that works for you. There is nothing wrong with starting with stock prints from companies like Smart Practice and Discus. I do want to mention that Smart Practice will be selling some of my prints in the near future. Just thought I needed to disclose that. So you can start with them and then slowly replace them with your own. The key is to keep the marketing cost to what you can afford, have a set plan as to how you are going to use the photos, and have ideas for the future so your marketing and business can grow together.