Why are manufacturer-provided dental brochures and dental association materials usually worthless for patient acquisition?
Because they are written for general professional use rather than for problem-solution patient persuasion, and they make the receiving practice look identical to every other practice using the same brochures. The brochures published by implant manufacturers, restorative material vendors, and dental associations are visually professional and superficially informative. They explain procedures in generic terms, show stock photography, and include the practice name in a small space on the cover or back panel. They contain none of the problem-solution sales messaging that direct response marketing requires. They produce no measurable lift in case acceptance. They also create a homogenization problem. Any patient who has received a similar brochure from a competing practice immediately recognizes the format and concludes that this practice is one of many indistinguishable providers. The vendor-branded material strips away the practice’s individuality precisely when individuality matters most. Custom materials addressing the specific patient’s problem in the practice’s own voice cost about the same to produce and produce dramatically better response. Throw the vendor brochures away. Develop custom replacements.
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.
