Marketing the cosmetic practice via television.

Everyone is marketing their dental practice whether they know it or not. It is far better to design the desired effect than to send mixed messages to your clients. All marketing must be carried out with a plan or mission that is internalized by the doctor and by each member of the staff. The mission coupled with creative talent becomes the proprietary personality of your office and the focus of your marketing efforts. Internal marketing is perhaps the most economical and effective--and most used--method of creating positive results for the practice. External marketing takes your office out to the public most often in print via newsletters, direct mailings, and the yellow pages. Getting the message out through newspapers, radio, and television has and will become increasingly important. This article takes you through the steps we used to identify and market to our cosmetic clients. The results of our demographic and psychographic studies afford unique insight into the type of person attracted by our services. Marketing to this group has to do with diversity in appeal, "the boomers," and experiential motivation.