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Thu 1 Nov 2007 12:00 AM

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Practice marketing ‘vital’ for Dubai dentists

Dubai dentists hoping to tap into the sector's business boom with their own practice should prioritise their marketing skills, claims Dr Paulo Murilo Fontoura Jr, a Brazilian dentist who specialises in practice marketing.

Dubai dentists hoping to tap into the sector's business boom with their own practice should prioritise their marketing skills, claims Dr Paulo Murilo Fontoura Jr, a Brazilian dentist who specialises in practice marketing.

During a lecture to regional dentists, Fontoura said clinicians hoping to spur practice growth should look to Dubai itself for tips on market positioning.

"You need to consider your location, who you are and who you want to target your practice to," he said. "The best example of effective positioning is Dubai. Dubai is world renowned as a first class destination and it's priced accordingly; it's not a cheap place."

Marketing initiatives aimed at existing patients can exploit untapped revenue, Fontoura told delegates, outlining a technique termed the ‘multiple offer'. By offering the most appropriate treatment relative to its alternatives, he claimed, a dentist can ensure patients opt for the preferred treatment without giving an outright recommendation.

"When you are offering a treatment, offer it along with a cheaper alternative and a more expensive alternative," he said. "The patient will almost always go for the treatment in the middle, because no-one like to go for the cheapest treatment and not many people will straight away choose the most expensive one."

The customer will feel they have made a postive choice, he said.

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