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ePaper created 2017-06-21, 10:00:36 | version 1.38.0
| trends & applications lasers Lasers as an asset in both daily practice and marketing Author: Dr Imneet Madan, UAE In the era of advanced techno logies, patients’ ex- pectations are multiply increasing: They want to have the least invasive treatment procedure with only minimal bleeding, 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 oceans of conventional approaches and competition by creating 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 the existing market. The introduction of dental lasers is the most practical application of the principles of Blue Ocean Srategy in the dental business. Market- ing and treatment protocols can be well shaped in lines of this principle. Even though laser can prove to be a high-end investment, the success and unique- ness that follows has been well researched and doc- umented by several practitioners around the globe. Investment above investment The investment in laser devices for a company is an extra mile. Combining both hard and soft tissue lasers could add up to about 100,000 US$ to the total cost of investment. Even though this amount sounds sub- stantial in the initial stage, the return on investment with lasers can range between 280 to 600 per cent.2 These kind of returns are possible when we success- fully combine technological benefits with appropri- ate marketing strategies. Most corporations do smart things and also less smart things from time to time. In order to improve the quality of success, it is important to evaluate what has made the positive difference and understand how to replicate this in a systematic manner. It is also understood that the strategic move that matters centrally is to create blue oceans. The Blue Ocean Strategy challenges companies to break out of red Changing patients’ trends The patients walking into the practice these days are “drone patients”. Prior to their consultation, they like to read about possible procedures, optional treat- ments and latest advances. Since patients are partly aware of the technology, stating further benefits en- hances their knowledge. Hence, decisions are made more easily and naturally in favour of lasers. 10 roots 2 2017