Make Yourself the Obvious Dental Expert

On one of my dental discussion groups someone asked about doing an "Ask the Dentist" column in the local paper.  He thought it might help position himself in the community as an expert.

My friend, Dr. Rod Kurthy wrote a book for dentists about this several years ago.  And, recently I've seen (and read) more and more marketing books promoting the strategy of positioning yourself as an expert.  "Make yourself the obvious expert."

That said... I wonder if the old-fashioned "ask the dentist" column in the local paper hasn't passed it's prime.  By now, I suspect most consumers probably realize that it's a paid advertisement.  So, it may even have the OPPOSITE effect.  You're the "obvious advertiser" rather than the "obvious expert." 

Today, I think you need multiple strategies.  To borrow from Jeff Foxworthy's bit about rednecks...

You might be an obvious expert if...

1. 
   
   You've taught / instructed other dentists in a particular skill, technique, or treatment.
   
   
2. 
   
   You've published articles in dental journals (read by other dentists).
   
   
3. You've treated a celebrity - could be local celebrity, as well.
   
   
4. 
   
   You've been recognized by your peers in a certain area like F.A.C.E. or AACD fellowship, for example.
   
   
5. 
   
   You've lectured at dental meetings.
   
   
6. 
   
   You've invented a procedure, instrument, technique.
   
   
7. 
   
   You've been on TV... a local news story about a charity case or introducing a new technology.

And, so on.  Of course, you need to TELL people about your expertise.  And, an excellent way to do that is on your website.  You've got to toot your own horn.  Yes, it goes against the grain of most uptight dentists.  But, you've got to do it in a way that illustrates how it BENEFITS the patient.  It's OK to brag, if it will benefit your patients.

So, if a patient is Googling "dental implants my city," you want them to land directly on a webpage that tells them YOU are THE expert.  If they're searching for "porcelain veneers my city," again you want to be THE expert.  What qualifies YOU as THE expert?  Why should they choose YOU over all the other dentists also do implants, veneers, smile makeovers, cosmetic dentistry, etc?  Tell them!

I'm just not so sure the tired "Ask the Dentist" columns pack any punch today.  Nobody is reading newspapers these days, anyway.  It's all on the web!  

So, if you haven't already, seek out those opportunities for establishing yourself as an expert.  Make yourself THE expert and then shout it from the rooftops.  

To learn more about how you can maximize your "expertise" on your website, click on Rev Up My Marketing.