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What's your opinion on this marketing strategy for a dentistry clinic?

by Lucian Lada
7 replies
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Yesterday I called to make an appointment to my dentist. They apparently moved from a more remote location to a central one. The old location was not that far either, it was situated in a big neighborhood.

This change translates as such:
  • Approximately 20% higher prices
  • No or little parking places (the old location was near a supermarket where you could leave your car)
  • Some new equipment because the old clinic was smaller, so they had to buy new chairs (but they aren't much better, just newer)

Here's my point of view: Since I (and most people) only go to the dentist about 3-4 times a year, sometimes even less, it doesn't really help me that the new location is central, and it bothers me that the same services now cost 20% more. I get it: the rent is higher, but this is not like a restaurant or a pub or club. Dining in the city center certainly adds to the experience, but fixing my teeth in the same area doesn't.

I'm not saying it's not a good decision, since I think they will make more money, but I wonder if they ever had in mind the client and his needs.

If I were in their place, I would get a rent in a more remote location and invest in the equipment to make the experience less painful, for example, or any other direct benefit for the client. Heck, it would have been better that instead of having 10 chairs in the center, to have 13, for example, in a more remote location, while maintaining the original prices.

What's your take?
  • Profile picture of the author Kay King
    Really? You are complaining about your dentist's new location? Change dentists - simple answer.
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    • Profile picture of the author Lucian Lada
      Originally Posted by Kay King View Post

      Really? You are complaining about your dentist's new location? Change dentists - simple answer.
      I will do that, but that's not the point. I was asking if you thought this to be a good marketing strategy - to change location to a more center one and increase prices without offering any real additional benefit.
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      • Profile picture of the author Kay King
        Of course it's a good strategy -and will be a good business decision if it works out.

        Your premise seems to be based on your preference for location and cost.

        If a professional practice can move to a more central location and charge higher fees and increase profit - of course it's a good marketing practice for that business.
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  • Profile picture of the author MoneyMagnetMagnate
    To some degree, though many times a false premise - the rise in price and change of location to a more urban setting suggests higher quality of service and generate an upscale clientele which his services may or may not warrant - he also may not have factored in the loss of many current patients which got him to his current position. If you are a long-time patient of the clinic, he may take that into consideration regarding schedule of fees, and a compromise between new and long-standing current patients.
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    • Profile picture of the author Lucian Lada
      Originally Posted by MoneyMagnetMagnate View Post

      To some degree, though many times a false premise - the rise in price and change of location to a more urban setting suggests higher quality of service and generate an upscale clientele which his services may or may not warrant - he also may not have factored in the loss of many current patients which got him to his current position. If you are a long-time patient of the clinic, he may take that into consideration regarding schedule of fees, and a compromise between new and long-standing current patients.
      That's the problem: the quality of the service is not higher, it's the same since the same practitioners that worked at the old location now work here as well, plus a few new people who are working for just about 1-2 years as a dentist, so they aren't very experienced.

      Anyway, here's another point of view: I don't know how you or other people choose a dentist, but here most people go on recommendations, and don't chose based on location. People are always suspicious when choosing a lawyer, doctor or dentist, so they ask their peers for a recommendation. So it makes little sense to move your clinic in the center.

      As said above, I would have used that money to invest in equipment and provide real benefits for the clients. This way you could justify the rise of prices. And, as said above, since you rarely go the dentist, the central location doesn't help me or anyone that much.

      But that's my point of view, and perhaps (I mean, definitely) the owner has a different one.
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  • Profile picture of the author TopKat22
    I would have to get much more information to determine if it was a good "marketing" decision or not. However, the owner of the business may have had other considerations too. So not enough information to make a decision from the business point of view.
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  • Profile picture of the author Michael Ten
    I think most dentists probably use a proven marketing model. Dentistry has been around a long time and they know what works, especially since dentistry is such a needed service. It is a lot more than a luxury!
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