The last place one might expect to learn about dental marketing is at a casino in Las Vegas, but during my recent visit to Caesar’s Palace, I noticed some savvy marketing that every dentist can use.
I was in Las Vegas for the American Academy of Implant Dentistry meeting, which I enjoyed very much. I had dinner in the hotel at the Gordon Ramsay Pub & Grill. The restaurant was crowded so I opted to eat the bar. I watched a football game on television and ordered from the regular restaurant menu.
The bartenders were interesting to watch. They served food and drinks, kept up a friendly banter to engage the patrons, and they provided an exceptional level of service. With their peripheral vision, the bartenders could see someone signaling at the far end of the bar. They served quickly, cleared plates, and made eye contact with customers often.
I noticed that the bartenders took pride in their work and exhibited a high degree of professionalism. They anticipated their customers’ needs and provided prompt service without hovering over anyone or being pushy. The bar patrons could sit back and relax, because the pros were taking good care of them while exhibiting a great attitude, high energy, and a commitment to their profession.
The ability to scan the room and anticipate needs is also important in dental marketing. Having a laser focus on patients and letting them know that their needs will be met and their questions answered will help engender trust and respect in patients.
Many patients have told me that their have respect for their dentist and they have also often commented on the team. People notice when the staff exudes competence and a can-do attitude.
If you want to show your patients great attitude and not just talk about it, take the team to a busy restaurant and bar where the waiters and bartenders give it their all. It will be motivational and educational for the entire team and important lesson in dental marketing.
David Schwab Ph.D.