By Laura Jamison
It is the little red dress logo that catches my eye every year. It signifies Go Red for Women, a day honoring the women who die from heart disease each year, the number one killer of your female patients. February happens to be American Heart Health month. Next year, Go Red for Women day is Feb. 5, 2010. In dentistry, Children’s Dental Health Month is traditionally celebrated in February. But if your practice serves predominantly adult patients, this year I propose that you instead host Dentistry Has a Heart month.
The Surgeon General’s report on oral health states, “Oral health is integral to overall health.” It is no longer a surprise to the general population that there is a link between inflammation in the oral cavity and cardiovascular health. In a study published in 2002 by Buhlin, Gustafsson, Hakansson, and Klinge of Sweden titled “Oral Health and Cardiovascular Disease,” the conclusion confirms that oral health, and especially gingival inflammation, is associated with cardiovascular disease. We, as dental professionals, can help keep our patients’ hearts healthy. This is an unbelievable opportunity to help our profession be regarded as doctors with a commitment to the patient’s overall health and well-being.
An effective marketing plan must address the consciousness of the prospective patient on three levels. Internal marketing, external activity, and advertising are the recommended methods. Internal referrals come as a result of patient feedback. External referrals appoint as a result of community awareness of the practice. Advertising is self-explanatory. As a marketing consultant, I know that the target market for dentistry is female. The woman in the world accepts more cosmetic dentistry, schedules her husband and children for dental appointments, and is more health conscious. The challenge as a consultant is to find methods that allow the dentist to feel comfortable promoting his or her practice. I think we are on to something here.
This year, join me in celebrating Dentistry Has a Heart month and Go Red for Women day on Feb. 5, 2010. It’s a perfect opportunity to promote the sexy red dress.
Here are some suggested activities to go with the concept of promoting Dentistry Has a Heart month:
1. The thoroughness of your dental examinations will be realized by recording blood pressure readings and taking a resting heart rate, then recording the numbers on your hygienist’s business card. Many patients see a dentist more often than they see a physician for a physical examination. This alone can be a life-saver.
2. Educate patients with periodontal symptoms about the effect of the bacteria in the oral cavity directly linked to cardiovascular health. Hygienists can be committed to explaining the information in the context of your heart health promotion.
3. The American Heart Association predicts that by the year 2025, there will be a shortage in cardiothoracic surgeons. Cardiologists are more interested than ever in preventing heart problems. Send letters to cardiologists in your local community to engage them in your practice activities. Ask for printed materials that can support your campaign. Offer to conduct free periodontal screenings for their team and patients.
4. Connect to the Web site www.goredforwomen.org and enroll online to receive a free red dress pin and ideas for embracing this national campaign. Keep in mind that Valentine’s Day is on a Sunday in 2010, but February 5 is on a Friday. Teams love to dress up for holidays. Encourage your team to wear red or order Dentistry Has a Heart turtlenecks to wear under your scrubs throughout the month.
5. Send Valentine cards or blank note cards with the Dentistry Has a Heart logo to patients after treatment.
6. Send a letter to patients prior to the month-long celebration to encourage them to wear red. Offer to donate $1 to the local chapter of the American Heart Association if they do. This is an opportunity to mail your patients a letter. It is a great way to remind them that you are there for them in January, which can be a slow month for some dentists.
7. Decorate the office in hearts and the logo of the little red dress. I have clients who lined their walls with donations made to the American Heart Association written on the hearts.
8. Enroll in a heart health walk. Engage your patients in your commitment. Make it a fundraiser.
Have fun while doing something helpful. So that this promotion is as easy for you to implement as possible, check out www.dentistryhasaheart.com. You will find items for free that can launch this campaign — items such as flyers, letters, and informational links to the most current research on the subject of the oral/body inflammatory connection. The American population is paying attention to American Heart Health month. A growing number of dental teams are participating in Dentistry Has a Heart month in February. Yours can too.
Author bio
Laura Jamison can be reached by phone at (800) 637-3947 and by e-mail at [email protected]. Share your success stories at her blog at www.jamisonconsulting.com.
