Words Dentists Love to Hear
Whether a dentist is reading a professional dental publication, browsing a product brochure, or viewing a PowerPoint presentation at a lunch-and-learn event, there are certain words that will always pique their interest, attract their attention, or, at the very least, resonate with them. So if you’re in the business of selling products and services to dental professionals, this article may help to hone your headlines, bullet points, and body copy!
To begin, unless they are part of a product’s beta-testing team, dental professionals don’t like to think of themselves as guinea pigs when it comes to using new products. Well-documented clinical proof and well-executed clinical studies are tremendously important to dental professionals. A lack of clinical substantiation can mean the difference between purchasing and simply passing the product by for a similar product. The dental market is saturated with “me-too” products, so there’s always an alternative. So, if the decision comes down to the wire, dental professionals will choose the product with the most ample clinical proof and the most qualified clinical performance.
When crafting copy, always remember: Just like you and me, dentists are consumers, too. And like all value-conscious consumers, the words “special offer” or”buy x-amount, get x-amount free” or “FREE!” will certainly become a motivating factor for opening the wallet, especially if those words are attached to a commodity product. The thinking here is simple: “Hey, I’m going to be buying cotton rolls/Novocain/burs forever; so, all things being equal, I may as well go with the product that provides the best value for the money.” However, there’s a fine line between presenting a great special offer and coming off sounding like a used car salesman in your ads – so make sure your product promotions are advertised in a classy manner.
One of the newer “words” dental professionals love to see in an advertisement isn’t a word at all, it’s a code. A “QR”code, to be exact. “QR” codes are those tiny square boxes positioned at the bottom of most advertisements that look like random patterns of dots. QR stands for “Quick Response,” and dentists love quick responses. You simply scan the code with your smartphone, and are instantly taken to the website featuring that product. Nearly everyone now owns a smartphone, BlackBerry®, or iPhone®, and carries it with them at all times. QR codes make it so easy and convenient for dental professionals to immediately find out about a product or sign up for more information, anywhere and anytime.