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Broadening Dental Categories to Create More Business

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Cosmetics barely existed when I came into the dental field in 1986. Now it is conservatively a $10 billion segment of dentistry. When Invisalign came out, many thought it would erode the bracket side of orthodontics. Instead, it broadened the category. Literally millions of people, mostly adults, who would never have considered braces were excited about the idea of Invisalign, and as a result many more patients were treated, and the bracket business didn't recede at all. Most significantly, it broadened the category of orthodontics for the general dentist.

3D Cone beam imaging is now doing the same thing to implants. Cases that were previously a near impossibility, or at the very least with a high risk of failure, are now done with pinpoint accuracy, much less surgery, faster healing times, and longer-lasting results. And once again, the category is broadened for the general dentist.

Thriving dentists are broadening their approach to the dental category. They are adapting new technology, getting more training in new procedures, and offering a wider range of treatment to their patients. As a result, their patients are accepting more comprehensive care, getting implants, trying Invisalign or Six Month Smiles, whitening their teeth every 2 years, eventually getting veneers (I finally did myself in January, and I love them!) And most of all, having a lot of fun in their practice.

One of my main goals is to broaden people's appreciation of dentistry from simple teeth maintenance to a service that vastly enhances the quality of their life. So I encourage you to take a look at your practice. How can you broaden your approach to the dentistry you offer your patients? (And don't they deserve it, after all?) Think about new courses, new technologies, new services. And then, most importantly, tell your patients about it.

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This blog post was re-posted with permission from 1-800-DENTIST.

Fred Joyal is the Co-Founder of 1-800-DENTIST, and author of the book Everything Is Marketing: the Ultimate Strategy for Dental Practice Growth. He has worked in the dental industry for 26 years, and has helped thousands of practices grow with new patients and with marketing guidance. He speaks all over the country on dental marketing, social media, and practice management.

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