There is a reason that advertisers have for generations been using the phrase "new and improved." It's a natural human instinct to be drawn toward things that are out of the ordinary. "New" captures people's attention. "Improved" justifies their fascination.

Leaders in just about every industry know this and use it to their advantage. Look at how auto manufacturers promote their new models at car shows and with heavy advertising. A new product launch from Apple has become a cultural event and is backed by an intense, integrated marketing campaign. And it's all focused on the idea of exploiting our natural attraction to "new and improved."

In dentistry you are constantly learning new techniques and acquiring improved technology. The question is: Do your patients know this? Do you make them aware each time you adopt a new innovation in the practice and explain what it means to them? Do you and the team talk to them about the courses you take and the new procedures you can offer even if it's not a procedure they personally need to consider right now?

Any time you add a new acquisition to the facility CEREC, Cone Beam, digital X-rays, even new dental chairs or handpieces you should be talking about it to all your patients. It doesn't have to be a big presentation, you can work it into conversation naturally: "Have you seen our new____?" "Let me explain what it does..." "We got this because it lets us..."

The same goes for your continuing education that lets you do new and better dentistry. If you're an engaged and committed dentist you probably feel like you are a much different clinician than you were even just five years ago. But unless you make a point of keeping patients up to date with your professional development, to them you are the same dentist they have always known, with the same set of skills. That can lead to the all too common and frustrating experience of having a patient go elsewhere for sophisticated esthetic procedures because they "didn't think you did that kind of thing."

Your abilities and your facility make up your brand. It's important to keep that brand fresh and exciting in the eyes of your patients.


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