CATEGORY AUSTRALASIAN DENTIST115 MARKETING Why some practices are thriving while others are struggling By Carl Burroughs Carl Burroughs I’ve been helping dental practice owners and dental corporations build their businesses for over 20 years, and I can honestly say I’ve never seen a tougher time to run a profitable practice than right now. Over the years, I’ve helped clients navigate the GFC, the end of the CDDS, an oversupply (and later, undersupply) of dentists, and even the rapid decline of DMFT. But today’s challenges go deeper. It’s harder than ever to recruit and retain staff – many now prioritise lifestyle over career. Patients are more cost-conscious due to the rising cost of living. And as a practice owner, you’re expected to be an expert in recruitment, HR, marketing, social media, systems, and more – far more than a decade ago. It’s no wonder some practice owners are walking away – many realising they can earn more and stress less as an employed dentist. Now, anyone claiming there’s a simple fix to all of this is either disingenuous or delusional. These are deep societal shifts, and there’s no silver bullet. But while some have lost the joy of practice ownership, others are thriving. At IDM, we’ve helped clients quadruple their businesses over the past few years- while others in the same markets have flatlined. What separates them? Two key things: 1. They differentiate themselves clearly from competitors 2. They provide the public exactly what they want Many practice owners spend money on marketing but end up just tinkering around the edges–wasting time and money without moving the needle. Success lies in deep differentiation and clear communication of what makes your practice unique. For example: One client introduced an accessible orthodontic solution with simple payment plans and now draws patients from over 20km away. He’s added four dentists in two years. Another grew from a 3-chair to a 10-chair practice by offering exceptional communication and 7-day availability– making it easy for patients to get treatment without missing work. Others have positioned themselves as the cosmetic dentist or implant provider in their local area. None of this is radical–but what makes it work is their absolute clarity on what they stand for, and how they’ve saturated their communities with that message. That’s where IDM comes in. We help define your positioning, craft the right message, and get it in front of the right people–using our proven Online Fundamentals platform, a 360-degree marketing solution designed specifically for dental practices. If you’d like to chat about how we could help your practice thrive, just book a quick meeting here. X Carl Burroughs Managing Director t. +61 2 9211 1477 m. +61 416 190 000 e. carl@idm.com.au w. www.idm.com.au All Ceramic 3 Step Polishing System For all Ceramics including Zirconia, Porcelain & Lithium disilicate Scan barcode above to browse and order. 1ST STEP: Coarse Finishing 2ND STEP: Pre-Polishing 3RD STEP: High-Gloss Polishing CUP SMALL POINT SHAPE GUARD LARGE POINT CUP SMALL POINT SHAPE GUARD LARGE POINT CUP SMALL POINT SHAPE GUARD LARGE POINT DISC DISC DISC
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