From Mark Dilatush of New Patients Inc.:
NPI recently had a survey conducted by UCLA regarding the public's perception of dental care and what were the most important factors for patients in choosing a dentist. This information was recently presented at the ACE 2008 Conference on Dental Marketing & Web Optimization. Here are some of the results.
#1. There is little difference in the selection criteria geographically too. The bottom line here is mom is mom. She protects her family. It is that inherent instinctual emotion that drives her selection criteria. The same CANNOT be said about males
#2. Price was the most critical, yes. But remember, in the absence of insurance - the criteria weight moved dramatically to value and benefits rather than price. Also remember, that moving UP the price range in small increments is recommended. Jumping up the price range immediately is heavily penalized
#3. For higher education levels, higher income levels, and ALL women - price was less of a sensitive issue. The age range where price starts to fall off was around age 50
#4. On technology, if you're NOT saying something about technology in your promotion, you are penalized. But, your presentation doesn't have to be ALL about technology because there's very little difference between being perceived as being on the cutting edge and actually being a pioneer.
#5. The extreme range of age IS definitely penalized. You can't be right out of school (or perceived to be) and you can't be perceived as an old curmudgeon.
Both electronic and hand to hand surveys were taken and received from all over the US (I think 38 of the 50 states) - Hand to hand were taken locally in LA. The professor that runs the group won some award for the algorithms used to analyze small data sets - small being under 100,000 (I believe). This data set and survey had less than 100,000 responses.
Gleaning: Here's what I gleaned. It's not pretty. If dentistry wants to drive consumer value points higher, it has to start from within. The insurance companies aren't going to help and the dental associations aren't going to help. Dentists are going to have to help themselves. They are going to have to promote their own offices and they are going to have to do so in a way that ELEVATES perception rather than DEGRADING perception. The more perception is degraded, I promise you - the more price as a consideration will climb. The more dentistry is elevated, the lower of a consideration price will be.
On a global scale, that's what dentistry can "glean" from the study.
Mark Dilatush
Vice President, New Patients Inc.
866.336.8237
609.433.0649 mobile
309.407.5987 fax
markd@newpatientsinc.com
http://www.newpatientsinc.com/
Free Marketing Newsletter Link
http://visitor.constantcontact.com/email.jsp?m=1101777937354&p=oi
Free Customized Marketing Plan Link
http://www.newpatientsinc.com/dental_marketing_plan.htm
NPI recently had a survey conducted by UCLA regarding the public's perception of dental care and what were the most important factors for patients in choosing a dentist. This information was recently presented at the ACE 2008 Conference on Dental Marketing & Web Optimization. Here are some of the results.
#1. There is little difference in the selection criteria geographically too. The bottom line here is mom is mom. She protects her family. It is that inherent instinctual emotion that drives her selection criteria. The same CANNOT be said about males
#2. Price was the most critical, yes. But remember, in the absence of insurance - the criteria weight moved dramatically to value and benefits rather than price. Also remember, that moving UP the price range in small increments is recommended. Jumping up the price range immediately is heavily penalized
#3. For higher education levels, higher income levels, and ALL women - price was less of a sensitive issue. The age range where price starts to fall off was around age 50
#4. On technology, if you're NOT saying something about technology in your promotion, you are penalized. But, your presentation doesn't have to be ALL about technology because there's very little difference between being perceived as being on the cutting edge and actually being a pioneer.
#5. The extreme range of age IS definitely penalized. You can't be right out of school (or perceived to be) and you can't be perceived as an old curmudgeon.
Both electronic and hand to hand surveys were taken and received from all over the US (I think 38 of the 50 states) - Hand to hand were taken locally in LA. The professor that runs the group won some award for the algorithms used to analyze small data sets - small being under 100,000 (I believe). This data set and survey had less than 100,000 responses.
Gleaning: Here's what I gleaned. It's not pretty. If dentistry wants to drive consumer value points higher, it has to start from within. The insurance companies aren't going to help and the dental associations aren't going to help. Dentists are going to have to help themselves. They are going to have to promote their own offices and they are going to have to do so in a way that ELEVATES perception rather than DEGRADING perception. The more perception is degraded, I promise you - the more price as a consideration will climb. The more dentistry is elevated, the lower of a consideration price will be.
On a global scale, that's what dentistry can "glean" from the study.
Mark Dilatush
Vice President, New Patients Inc.
866.336.8237
609.433.0649 mobile
309.407.5987 fax
markd@newpatientsinc.com
http://www.newpatientsinc.com/
Free Marketing Newsletter Link
http://visitor.constantcontact.com/email.jsp?m=1101777937354&p=oi
Free Customized Marketing Plan Link
http://www.newpatientsinc.com/dental_marketing_plan.htm
No comments:
Post a Comment