The marketing strategy involved with attracting younger patients is very simple. Educate parents on the benefits of infant dental care and to your ability and willingness to provide such benefits. This can be accomplished by:
Distribution of In-office Literature: Placing literature where parents have access to them will elicit comments and questions about infant dental care. You or your staff should personally hand such material to parents who are pregnant or are accompanied by an infant during a visit to the office. Information can be obtained through the American Dental Association, the American Academy of Pediatric Dentistry, or from your oral health products representative.
Pediatricians and Obstetricians: Ask local pediatricians and obstetricians to distribute information on infant and toddler dental care in their office. By developing a close relationship with these professionals they might permit you to attach your business card or imprint your name on the literature.
Prenatal Classes and Parent Support Groups: Establish yourself as an authority on infant and toddler dental care by addressing parents attending prenatal classes at your local hospital. Arrange to do presentations for parent support groups at nursery schools and day care centers, especially if a pediatric dentist is not providing such a service.
Birth Announcements: Peruse the local newspapers for birth announcements. Send congratulatory packets to the new parents containing infant dental care information and samples of oral health supplies (gum swabbing pads and debriding solutions). If compatible with your practice philosophy, send a coupon for a free consultation any time before the infant’s first birthday.
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