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ePaper created 2017-01-04, 09:21:41 | version 1.38.0
34 laser 4 2016 Marketing 2.0 is the principle attached to mar- keting in current times which is information age where the core is information technology. Thereby, the job of marketing no longer stays simple. The golden rule of marketing 2.0 is: “Customer is King.” Customers are better off as their needs and desires are prioritised. Marketing 3.0 denotes a “Value Driven” era. This concept of marketing uplifts into the arena of hu- man aspirations, values and spirits. It believes that consumersarecompletehumanbeingswhosecom- plete needs and hopes should never be neglected. Therefore, this principle complements emotional and human spirit marketing. Lasers as a tool for Marketing 3.0 Marketing 3.0 incorporates lasers pretty well as it keeps in consideration the benefits to the patients, the producers credentials, and the high end techno- logical status. The current age also follows the new Wave technology which enables connectivity and interactivity of individuals and groups. This enables thecustomersandthedentiststobewellawareofthe advances in lasers availability. FDA approval for dental laser marketing Applications for and research on lasers in den- tistry continues to expand since their introduction to the dental profession. Dental laser systems are cleared for marketing in the United States via the Food and Drug Administration (FDA) Premarket Notification [510(k)] process. The review team de- termines whether the product under review meets relevant criteria for “substantial equivalence” to a predicate device (the term “predicate” is used to de- scribe any device that is marketed for the same use asthenewdevice,eveniftheactualtechnologiesare not the same).5 There are three key points in the marketing of dental lasers: 1. Efficiency: In a dental practice, efficiency is one of the key factors that draw the thin line between growth and failure. Efficiency is based on the ap- plication of technology. The more we succeed in incorporating the latest advances, the more we ensure that our practice is increasing revenues, enhancing patient experiences and expanding referrals. Efficiency in a practice accounts to in- crease the happiness quotient of both patient and dentist. 2. Reduced chair time: Speed is another major vari- able to consider when choosing the dental laser. Lasers are certainly a bit slower than the conven- tionaldrill,butthislapseoftimedoesgetwellcom- pensatedwiththefactthatthereisnowaitingpe- riod of numbing involved. 3. Improvedpatientexperience:Drill-freeandnoan- aesthetic procedures are always more welcom- ing to the patients. Dental lasers create a virtually pain-free experience, which is a definite game- changer for the vast majority of patients. The above mentioned points can be easily used as key markers in promoting dental lasers. Since there areumpteenamountsofdatasupportingthesefacts, patients can also be encouraged to search around online before booking in their appointments. Rele- vant information can be communicated by different forms of media: – Social Media such as Facebook, Twitter, Snapchat, Instagram – Advertisements through Radio or TV Channels – School Screenings: information leaflets on lasers can be included along with the school dental re- ports. This makes information reach home and triggers the first step of curiosity to get to know more and use the service if or when required. Laser marketing and practice Dentallasersaddalotonthefunctioningofdental practices. They not only boost up the revenues, pri- marily due to the cost differences between laser and conventionaltreatments,butalsoimprovetheactual functioning of the practice in several manners. Significant decrease in missed appointments Pain is certainly an abstract phenomenon and its perception changes from one patient to another. | practice management © artskvortsova/Shutterstock.com 42016