Should I Market My Diagnodent System to my Patients?

Just got my Diagnodent yesterday. This is a cool machine! What have people done to excite potential patients about coming to see the new laser scanner in your office and hopefully become patients? I am thinking about how Rod did some marketing for his Biolase and the first try fell on its face, then with a little tweaking he got good responses.
J Faubl, Official Townie

I don't know that this is a device that would be amenable to external marketing. As for external marketing...I believe that you need to feature a solution to the PATIENT'S problem. Early caries diagnosis is not a solution to a perceived problem. Rod's water laser addresses a patient's fear of the "drill." It also addresses their fear of injections, since many situations call for anesthetic. This is a huge drawing point. "We can find cavities sooner with our new laser scanner," is not nearly as exciting. I think powerful advertising needs a powerful headline and a powerful reason to compel the reader to make an appointment. As great as the Diagnodent is...I don't think it fits the bill. "Drill-less, needle-free fillings" will bring them in by the droves, I think.
Mike Barr, Official Townie

Diagnodent for external marketing? ABSOLUTOMUNDO! Not as a stand-alone piece, but along with a few other great things you can tell the patient. In one of my direct mail pieces, there is some talk about the Diagnodent. I have several topics I discuss in my direct mail pieces. And often patients will indicate just exactly what 'turned them on' about the piece. Quite often I find that the Diagnodent was a very important message that got them to make that first appointment. So you don't go absolutely overboard about the Diag-nodent, but you should get some mileage out of it.
Rod, Moderator

Rod, why not as a stand-alone piece? You are probably tying it in with your Biolase, but don't you think some people would come in for a "complimentary laser scan" of their teeth?

I have only had this thing 3 days and I have heard a lot of "wow that's amazing doc!" The area I am in is not very high tech at the dental office. 99% of my patients have NEVER seen an intraoral camera. So I am thinking the gee-wiz factor would drag a few people in the door.
J Faubl, Official Townie

Other ways to present the Diagnodent. "Mary, this is our new laser scanner that will tell you if your teeth are healthy, starting to decalcify, will need a sealant or if they have a cavity. It will tell us which way the cavity goes and how deep it is."

“John, our laser scanner is just like the ones in the supermarkets and other stores. It will tell you how much it will cost to fix your teeth. The louder the noise the more it will cost."

There are so many fun ways to present the Diagnodent and the patients all love it. Our patients are always thanking us for the fantastic office we have and for the superior care they receive. We always ask them to share their experiences with their friends...and THEY DO! DO NOT DELAY, BUY ONE AND USE IT TODAY!
VIP-doc, Official Townie

Rod said, "I think it's a mistake to just use it 'matter of factly.' First of all, if you got it, flaunt it. Second, if the patients don't understand how it works, then they may question it."

When I said matter-of-factly, I meant, don't OVER sell the technology. Don't make a HUGE deal out of it. Yes... explain it, as you and I have described. Present it enthusiastically and proudly. One of the things I say goes like this, "John, this technology has existed for a few years overseas, but got FDA approval here in the U.S. just last year. I had been reading about it on the Internet for a year before it came out here. Some of my colleagues had bootlegged them in from Canada and Australia and raved about the accuracy. So as soon as it was released here, I got one. The most AMAZING thing to me (animated face), is that it has NEVER been wrong. Even without evidence on x-rays or by poking at it with my instrument, when this technology says there is decay, I ALWAYS find decay! I'm so glad to finally be able to find these cavities BEFORE they get BIG and need more extensive treatment."

I do all of this as the exam is going on. Patients are always impressed and come to expect it from me, as the "hi-tech dentist."
Mike Barr, Official Townie

Yes, in an area without much high tech competition, then the Diagnodent might do well as a stand-alone piece. I personally would never offer a free laser scan. I'd have to kiss too many frogs to find the princesses. But each area and each practice is different.
Rod, Moderator

To comment on the previous post about kissing frogs, I just want to get the people in the door so they can meet me, see the office and think of me as "their" dentist. (And do some work too.) So, I give the "complimentary laser exam" to get people in the door to let them know there is a new office in town.
JFabul, Official Townie