The Dental Marketer

A recent New York Times article described a dropoff in Lasik eye surgery procedures: http://www.nytimes.com/2008/04/24/business/24lasik.html?_r=1&scp=3&sq=lasik&st=nyt&oref=slogin  This slowdown is also affecting other elective medical procedures like breast augmentation and botox skin injections.  Since cosmetic dentistry often competes for those same discretionary dollars, this reduction is consumer demand has implications for the dental community as well.

If we assume that the sluggish economy will make some consumers less likely to opt for elective procedures, like veneers, for instance, what is the proper response from a marketing standpoint.  Does it make sense to reduce your marketing campaign until the economy turns around and the target customers are more ready to spend?

One might consider shifting dollars from purely aesthetic procedures to more “necessary” dentistry, but I’m not sure even that step is necessary.  If you’ve been branding yourself as “The Cosmetic Dentist”, you want to keep building and reinforcing that brand, even in tough times.  During the Great Depression, brands like Chevrolet, Kelloggs, Proctor & Gamble, and Camel made great leaps in market share by continuing and even increasing their marketing efforts.  Some companies who pulled back never made it out of the Depression.

People will always have needs, regardless of the economy.  There will always be a market for your services, even if the pool shrinks some.  Make sure that your voice continues to be heard.  When the economy improves, consistency and longevity will be part of your brand, and the public may have forgotten the name of your competition.