laser - international magazine of laser dentistry No. 4, 2016

| practice management 32 laser 4 2016 Lasers as an asset in both daily practice and marketing Author: Dr Imneet Madan, UAE In the era of advanced techno­ logies, patients’ expectations are multiply increasing: They want to have the least invasive treatment procedurewithonlyminimalbleeding, more effective healing, greater precision and the least number of appointments. For many years now, lasers have been proven to be an effective device for a minimally invasive treat- ment. Nevertheless, any dental office that wants to implement lasers in its daily practice has to keep in mind several issues. These issues are: – Safety – Employee education – Marketing – Revenue channels – Advantages. Amongst the issues mentioned here, marketing is one that is very pivotal but in most cases not yet well prioritised. Although, current trends in practice do focus a lot on marketing. The winning edge of to- day’s practice lies in a formula saying: “I project who I am.” This philosophy brings forth the transparency of laser-based practice. Since the costs incurred to the patients are higher with laser treatments, the imperative as well as the benefits coming with lasers needed to be well known by the patients. The Blue Ocean Strategy Most corporations do smart things and also less smart things from time to time. In order to improve thequalityofsuccess,itisimportanttoevaluatewhat has made the positive difference and under- standhowtoreplicatethisinasystem- atic manner. It is also under- stood that the strategic move that mat- ters centrally is to create blue oceans. The Blue Ocean Strategy chal- lenges companies to break out of red oceans of conventional approaches and competition by cre- ating uncontested market space that finally leaves any competition irrelevant.1 The Blue Ocean Strategy in Dentistry As stated by Masahiro Fujita, President of Sony’s System Technological Laboratories: “The risk of not innovating is greater than the risk of innovating.” The success of brands relies on cutting an edge in theexistingmarket.Theintroductionofdentallasers © Markus Mainka/Shutterstock.com 42016

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