The Power of the Internet

Today’s dentist would be ill advised to ignore the power of the internet in their marketing scheme. The internet offers unlimited possibilities for the savvy dentist to market his/her practice. To understand the power of internet market, have a look at the rock group, Boyce Avenue. In 2007, Boyce Avenue, a band composed of three brothers in Florida, began posting videos on YouTube, both of original material and covers. The band was formed when the oldest brother, Daniel returned to Florida after graduating from Harvard law school and joined his two younger brothers, Alejandro and Fabian, students at the University of Florida. The videos amassed millions of views, with the most popular being their cover of Linkin Park song “Shadow of the day” which to date has over 9,000,000 views. Due to their tremendous fan support the group has successfully toured throughout the United States, Europe and Asia. While most dental offices are not intent on touring or cutting albums, the internet offers a tremendous opportunity to market dental services.

Tylenol or Toyota

This commercial aired about a month before the recent Toyota problems began earlier this year. Interestingly enough the very qualities that Toyota extolled in the commercial were called into question as the controversy was played out in the media. I was reminded of another company in trouble. In the fall of 1982, McNeil Consumer Products, a subsidiary of Johnson & Johnson, was confronted with a crisis when seven people on Chicago's West Side died mysteriously. Authorities determined that each of the people that died had ingested an Extra-Strength Tylenol capsule laced with cyanide. Unlike Toyota, Johnson & Johnson & Johnson's top management put customer safety first, before they worried about their companies profit and other financial concerns. The company immediately alerted consumers across the nation, via the media, not to consume any type of Tylenol product. They increased their quality control efforts to insure their product’s safety. Once they could confidently assure the safety of the product and its packaging they offered to replace all the product purchase prior the scare. As results of their efforts they actually increased their market share and their company’s reputation. Unfortunately Toyota did not remember the lessons of Tylenol and saw their stellar reputation become tarnished. There is a lesson for all of us in these two examples. How we handle patients concerns and quality control in our office will determine whether we come out a Tylenol or a Toyota.

More Than a Handshake

I am working with a doctor to complete his practice transition. For the past ten years he and his “partner” have been working with no written operating agreement. This has created a “nightmare” for him as he tries to sell his “stock” in the corporation. Once again, I have been reminded for the need of written contracts. I repeatedly witness the turmoil that is created when there is no formal contract, whether that is with partners, associates or employees. Not only do written contracts help in avoiding turmoil and hard feelings, they will help to create fulfilling personal relationships. We all function better when expectations are clear.