Why should a dental practice put its warranty in writing and promote it?
Four reasons. First, it differentiates you from surrounding practices that offer no written warranty. Second, it contributes to your ‘category of one’ because no one else in the local market may have one. Third, it lets you justify fees above the commodity floor because the warranty is part of what the patient is buying. Fourth, when you do replace or repair work under warranty, the patient is reminded that they came to you specifically because of the warranty, which reinforces the original purchase decision and reduces buyer’s remorse. Most practices treat warranties as a defensive cost. A well-published written warranty is offensive marketing. Use it that way.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
