TOP 10 LAWS OF DENTAL MARKETING

Welcome you all, I am DR. Rohit Sharma.

Today I am going to tell you 10 laws so that you can double your sales. By the way, marketing is a big topic. We do the lectures hands-on of two complete days. Today I will talk about some important topics of this topic only.

So let’s start.

No matter how well you treat, how good is your clinic, how much much latest technology you have bought, it is useless if you don’t tell about it to people and hide it from them.

Then neither you nor anyone can take the benefit from it. That’s why marketing is very important.
Marketing is one of the most important parts of any business. According to a study, companies spend 12% of their profit in marketing and big companies invest more than 50% in their marketing.

Once a person was not getting a job so he hanged a big hoarding on the main road in which his face was made with hiring me written on it. With the help of his unique idea he got many offers for jobs and he selected the job which he wishes to do and joined there. So in today’s competitive world, it’s very important to understand marketing. And this is 100%true that as much as a person understands Marketing, he will be that much success in life.

Now you all know about the importance of marketing, so now the question comes that how will we do marketing. That we will discuss today.
No matter how expensive we buy composite. But if we do not take the composite isolation proper steps into account, the feeling will be dislodged. So there are some principals in the middle of marketing, if you do not take care of them then all your money will go waste. If you adopt the principals mentioned today, you will double your profit soon.

So let’s see what are the laws?

FIRST LAW IS LAW OF BEADS

You do not have to compete with your competitor, you do not have to try to be better than that, but you have to dominant your market.you have to be the leader in that segment of the population.

Let’s understand with an example:-

Suppose you are going on a holiday with your family and you see many cows and buffalo but you will not take interest in that because you see them daily and you will go forward. But think if you see a cow in a purple color, then you stop and look at it. It may be possible that you will take a selfie with it and upload it on Facebook. Similarly, if you want to make your business successful, then you have to do something different. People will not give you attention if you make the clinic and do the marketing in the same way as others did.

If I ask you who put the first step on the moon your answer will be Neil Armstrong. But the name of the second third man would not be known. So you have to do something new. You have to provide some new services which are yet not being provided in that area. This will give you a lot of advantages and help in marketing.

SECOND LAW IS LAW OF CATEGORY

You don’t know the name of another person who goes to the moon but you must be knowing the name of Kalpana Chawla because she was the first Indian Origin Woman who went on space.
Therefore, this law says that you may not become a market leader. Because no one else has a position, but you can become a leader in a different category of science. That is why you will see that a big company is not a leader in every field but it is a leader in a segment or a category.
For example- Nike is famous for making sports shoe. Although IBM had also made his first computer we use the computers of HP, Dell or Apple, etc.

In the same way, you can become a leader in your area in any category. Like you can be a leading orthodontist in your area or you can also become a kid dentist.

THIRD LAW IS LAW OF MIND

This law tells you that it’s not needed to be the first dentist in your area. But it’s needed that when someone talks about services they think about you first. For example:- Google is not the first searching engine but nowadays google has become the meaning of the search. Now Google can also be used as a verb like “you can Google it”.
Just like that when we feel hungry we start thinking about zomato and swiggy.

Many times the matter of advertisement is not true because that thing comes first in our mind then we buy it. That’s why you also have to print the name of your clinic on people’s minds. So that people remember your name as soon as they have a toothache.

FOURTH LAW IS LAW OF PERCEPTIONS

Marketing is not just about memorizing the name of your clinic but to create a perception.
Let’s understand with an example:-
Apple brings many products and features that are not better than the rest of the competitors or they are not new but still, it’s the customer is buying these things and recommending it. Because the customers of Apple company believe that the products of Apple are the best, they are of premium quality and are better than other products. Rather, Apple’s customers are so loyal that they will fight you if you do evil of the Apple product. Here, Apple has created a perception in the customers’ mind that Apple is the best and for who are different. In the minds of such people, you have to create such an awesome perception for yourself.

FIFTH LAW IS LAW OF FOCUS

If I will say that I have to eat pizza while sitting at home you will start remembering Domino’s Pizza.
30 minutes of delivery or free.
Because their marketing was very clear that if you want to eat pizza soon, call Domino’s Pizza.
Such companies focus on one of their features. It can be some words, lines so that after listening to that word they can remind your company.
For example- cold drink means Coca Cola
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These companies have done their marketing in such a way that we have learned these words and lines. You can also use some words, emotions, and lines in your marketing so that the customer can remember them easily.

SIXTH LAW IS LAW OF EXCLUSIVITY

You should not copy the marketing messages of others, it causes loss.

Let’s see with an example :-
After seeing the achievement of Domino’s 30 min delivery, many companies copied this but they become unsuccessful because somewhere they were promoting Domino’s and people started remembering domino’s more from this.

SEVENTH LAW IS LAW OF LADDER

You should know very well that which a number of dentists you are in your area and you should do your marketing according to this only.
For example- Hert was one of the Leading American Car Rental companies. It was on the No. 1 position and that time Avis company was on the second number. Now, Avis gave a message in their marketing campaign that “we are in different places and we do more efforts and we will provide more care to you so choose us.
And their this marketing message was so successful. If you are a new dentist then you can also say that we will take care of you more, treat you in a better way and will use new techniques.

EIGHTH LAW IS LAW OF DUALITY

Whatever new you do, bring any new machine, others will come to give you competition.
It will never happen that you will be alone in that market, someone will definitely come to compete with you. And it can also be there that your fight is with more people, but the main fight can only between two people.

For example:-
Coca-cola vs Pepsi
Android vs IOS
Windows vs MAC

The good thing is that you can take advantage of each other’s competition and you can use it for yourself. You can make people your strong supporter. If you have seen my other video, then in that I have told that people want to follow. Then you should share your belief and USP to those who are different from your competitors. Then those who trust your belief will become your loyal customers.

NINTH LAW IS LAW OF OPPOSITE

Many times clinics make a mistake that he battles with its competitor’s Strongpoint.
Pizza companies started the competition with Domino’s 30 minutes fast delivery in which they get lost from it. This would have been better if they would have said that they take some more time so that they can provide better quality and taste.
It is like happens in wrestling
Player drops their opponent using strong force.
In exactly the same way, you have to make a strong point of your Opponent weak.

You have to do Opposite Marketing with your competition. If any clinic describes themselves as the oldest, then you can market your clinic as a new clinic with new treatment and new facilities.

OUR FINAL LAW IS LAW OF PERSPECTIVE

I used to think that everyone knows about coca-cola, Colgate, Pepsi, etc. then why do these companies advertise. But now I understood when these add works, whenever I think of the cold drink, coca-cola struck in my mind automatically at first. These add work in the long-run for them. Whenever people are outside or partying, they buy Coca Cola and Pepsi. You can call this thing branding too. These companies are making brand values. Some adds are good for the short-term and some are good for the long-term.

Many companies take out time offers and sell a lot and earn money in the short term. What happens in the long term, customers of these products wait for the discount at the normal price. So if you will do short-term marketing then you will not get long-term profit. And if you will do long-term marketing then you will not get short-term profit.