Marketing Column – It used to be a lot easier…

Vol. 11 – Number 42 – 2020 Marketing Column Page 5 “It used to be a lot easier…” Prof. Dr. Sandro Henrique Batista Santos [email protected] – Specialist in Orthodontics – Uningá/PR; – Master in Dentistry / Orthodontics – Uningá/PR; – PhD in Dentistry / Dental Materials – UFPel/RS; – Specialization Coordinator Orthodontics – BIONEP/PR; – Professor of Orthodontics – UNIPAR/PR and BIONEP/PR; – Ideal Clinical Dental Manager Pelotas/RS; – Minister Orthodontics and Business Management in Dentistry; – 15 years of experience in Dentistry. Hello friends, Anyone who has never spoken that sentence has certainly heard it. I often hear this or similar phrases when talking to numerous dentists, most often complaining about the moment they are going through their professional life and comparing themselves to colleagues who are in an apparently better financial situation. But as an old saying goes: “Beware, appearances can deceive” or perhaps they can. To think this way is a frivolous way of insinuating that people who started their professional careers before, at another time, would not have enough merit to achieve the expected success. However, thinking objectively, what can we observe of changes over the last two decades that would justify the title of this text? On the side of dentists, a market becoming highly competitive due to the number of newly graduated professionals seeking better qualification in graduate courses, often taking courses in more than one area, managers acting efficiently in the management of clinics, the expansion of networks of clinics and franchises, dental product companies making advertisements aimed at the final consumer, investments in advertising and even an over-exposure due to changes resulting from digital media, the latter perhaps with greater visibility impact. Surely this list can be even longer. On the consumer side, however, the market has also changed. Easier access to information, patients evaluating treatment possibilities, greater demand for aesthetics and quality, search for negotiations on how to make payments, treatment alternatives that go beyond the smile or just the solution of some dental “problem”, search for more modern treatments, and this list can also be easily expanded. One truth must be told, these changes are inevitable, if they were not for these, they would be others. So, I believe you will agree with me, there is no point in being reluctant and trying to go against the market. The best way to get good results is to try to identify possible changes and anticipate them. Of course this is difficult, but if you can’t anticipate it, you can still adapt as quickly as possible. It would be redundant for me to repeat that graduate school is a practically mandatory path in today’s market, but let’s think together, what is the best way to choose which area to focus on? Is there a rule? No. However, besides your personal identification, a market research where you are working can help. If you don’t accept the reality of a competitive market, you’re unlikely to find some place where you can work, regardless of the area, I believe that the best alternative is to try to differentiate yourself in some way and be able to show it to the audience you intend to reach. Evaluate location, visual identity, means of dissemination, structure, team and all the points that can bring positive results. Investments are inevitable, but do it in a planned way and always evaluating the return. A negative characteristic of highly competitive markets, unfortunately, is the competition of the lowest price, however, such strategy is detrimental to the market as a whole. Before joining this type of conduct, evaluate your costs, target audience, installment alternatives and consciously define a price list to be followed. Sometimes the lowest price can convey the information that the work offered is of low quality. This issue could extend much further. I see that dentistry is a promising market, with countless possibilities and a growing public in search of high quality treatments. What I can say is that it wasn’t easier and it wasn’t difficult either, it was just different. A strong hug to all. Soon available for download