Boise Dentist Blog
The professional blog of Doctors Dan Bruce, Steve Bruce, Rosa Pothier and Rob Ririe
The value of free whitening and free cleanings to new patients
I believe I have posted on free whitening before, but I thought I would visit the subject again. In light of the current economy, I hear many dental consultants recommending free whitening, $1 exam and cleanings, free kittens with examination, etc. I made that last one up, but the idea is to get people in the door and then they will stay as patients. There are two concerns I have with this tactic. 1. I have a hard time giving away from whitening to a new patient when there may be a patient in the next room who has been faithfully coming in to the practice for 10 years. I want to reward the patients we have and treat them the best I can. Happy patients will refer other patients. So instead of free whitening for new patients, our whitening is affordable for everyone. Currently, whitening for both arches is $133 for any person in our practice. We feel this is a good way to say "thank you" to the patients we have.
2. Second, when you offer something free to someone, there is temptation to feel bad if that patient doesn't stay with the practice or doesn't want any recommended treatment. When a new patient comes in, has a new patient exam and has no cavities I get excited for them. My job is to obtain information from an examination, give treatment options and make the same recommendation I would to a member of my family. That is easier when a patient is coming to you based on your skill than based on something free.
Marketing is everywhere in our society, including dentistry. I think if you educate patients (which includes this website) on the value of good health and the way my services can improve their lives, that is the best marketing you can do for your practice. Many dental offices provide great service and work using free incentives, we have just decided this is not the method for us.