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How to market technology in a way that matters to your dental patients

You’ve just invested in a new panoramic plus cephalometric system and are happier than a kid in a candy store. You selected this model because you know it will provide you with incomparable images and allow you to perform the most precise procedures. You hope patients will love it and you can’t wait to tell them about the metal artifact reduction feature, the ceph imaging, the bite selector, and more. You just know they’ll be excited!

*Record scratch.*

If you talk about 3-D volumetric images to your patients, you won’t need anesthesia—they’ll fall asleep right then and there. Mention canal depth and they might just run away. When you talk to patients about the technology in your office (and you should), remember that they don’t share your knowledge of dentistry and need to hear about it in a way that’s meaningful to them.

Think benefits, not features

What truly matters to your patients is how technology benefits them. Using the cephalometric system example, you should point out that it:

● exposes them to less radiation
● provides clear images that improve doctor/patient communication
● scans in mere seconds, saving them time
● can be adjusted to their jaw size, providing exceptional comfort
● provides detailed images that predict problems before they can cause discomfort
● provides precise images so that their treatment is completed accurately from the start

Technology matters

The technology you bring to your practice can be an important selling point for your patients if it’s presented effectively. This is especially true if you’re the only dentist in your area that offers it. Ultimately, your patients care about the benefits to them. Does it save them time, reduce pain, speed up the healing process, or make them more comfortable? It’s these details that sell your technology, skills, and practice to patients, not the technical jargon that appeals to you and your peers.

When you’re informing patients about technology, put yourself in the dental chair. Sure, the bells and whistles matter to you. But consider how they help your patients have a better experience with you and dentistry in general. Then share that with your patients and you’ll have them in your chair for their lifetime!

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