The cosmetic practice: building from the ground up.

Is this practice management, patient relations, public relations or simply marketing? The name is insignificant as long as one realizes what it is and how it can work for each and every one of us. Call it what you will: practice management, patient relations, etc. Simply stated, marketing is a systematic approach to practice growth which consists of analysis, development of a philosophy or focus, strategies, techniques, and skills. The elements involved include image, identity, environment, and communication, both verbal and nonverbal. Using a structured program that takes into consideration each of these elements will educate patients regarding quality care. It will provide patients with expanded services. It will give patients alternative esthetic options, and give them something to smile about. It will change any practice into a growing and thriving cosmetic practice. One picture is worth a thousand words. The practices that say "cosmetic dentistry" will succeed in the 1990s.