From Howie Horrocks of New Patients Inc.
I'd like to throw in my two drachmas.
It's not your actual age (whether you're young or old) that's going to drive anyone away. It's the perception (marketing being all about perceptions) that you may be too young or old. Dentists feed, contribute to and otherwise create these perceptions. You may be 70 but if you are up to date technologically and you're bright, smiling and energetic in your photos - you're going to be OK.
Case in point – I just got off the phone with Sandy White. He's certainly not old (and not 70) but he's older than the young guys (sheesh, what a brilliant observation!). But take a look at his photo (attached). I think this is one of the best dentist photos ever. Who couldn't like and trust a guy who wears a colorful bow tie? And has that sparkle in his eyes. Add to that, in the copy we point out that one of his hobbies is magic. This guy has to be fun and approachable! We also make it clear he's very up to date technologically and in fact so up to date that he's sought out by the media as a dental expert.
On the other end of the scale is what we call the Doogie Howser effect (oops, just dated myself). We've had clients just out of school that literally looked like they were 16. That's a problem for them. In that case we choose other marketable attributes to promote and de-emphasize the youngness factor.
Howie
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