The Pankey Institute

The Insider's Guide to Dental Marketing: Build Your Own Custom Marketing Plan

In this course, you will learn all of the stages of the marketing process, explore how they apply to your individual practice, and build a marketing plan unique to your practice that you can take home and execute.

Presented by Xaña Winans, owner of Golden Proportions Marketing and one of the dental industry's leading marketing experts, this course will give you the tools you need to develop and implement a targeted, effective marketing plan.

The goal of comprehensive dental care is to engage your patients in their treatment and to restore them to health. However, many doctors discover that patients only want the care their insurance covers. So how do you attract patients who want comprehensive care? Quite simply, through marketing. Yet, without specific training in marketing, most dentists just copy what others have done or experiment with their own ideas and end up frustrated with the results. Just like learning comprehensive treatment planning, this course teaches the steps necessary to create a custom, comprehensive marketing plan.

We'll help you:

• Determine your unique selling position.
• Learn the insider tips and tricks to every internal and external marketing strategy.
• Build a custom marketing plan that addresses your unique practice situation and goals.
• Learn how to measure your marketing’s ROI for future refinement of message and medium.
• Learn what to expect from an agency or freelancer, and determine what you can do on your own to save money.

Group exercises will enable you to:

• Determine the unique selling position (USP) of your competition.
• Identify possible USP’s that are available for your practice.
• Using the strategies learned in the course, map out a strategy list for several case studies.

Individual exercises will enable you to:

• Establish base line benchmarks for your practice to aid in measurement of your marketing.
• Explore your unique practice and market demographics.
• Identify your ideal patient profile.
• Perform a SWOT (strength, weakness, opportunity, threat) analysis of your practice and your marketing.
• With assistance from Xaña Winans and experts from Golden Proportions Marketing, develop a custom marketing plan and calendar for your practice.

Prerequisite: None
16 AGD Lecture Credits

Tuition: Dentist $1295* and accompanying team member $400

Lodging in The Pankey Lodge Condos limited to availability — single occupancy $175 per night, double occupancy $100 per night (Check in at the Pankey Lodge is after 6:00 PM on Thursday. If you arrive earlier on Thursday, you may place your luggage in the Faculty Condo. Check out is by 8:00 AM on Saturday. Bring your luggage to the Institute with you on Saturday morning.)

Upcoming session: Apr. 1-2, 2010 (Friday, 8:00 AM to 5:00 PM, plus 7:00 PM to 8:00 PM; Saturday, 8:00 AM to 2:00 PM)