Who is the Dentist Listening to???

Replies to This Discussion

Permalink Reply by Stefan A. Gefter on March 9, 2009 at 10:10am

In our segments, dentists typically listen to the key opinion leaders conducting lectures on various dental specialties. They want to emulate the technique success of these KoL's and will often choose the same or similar equipment options. Dentists also listen to their colleagues, which is why we're introducted a 'refer a friend' promotion to encourage purchases.

Regards,
Stefan

• ▶ Reply

Permalink Reply by Associate Q on March 11, 2009 at 9:06pm

I agree with Stefan 100%, but I don't think it is always a good thing. Sometimes the opinion leaders are only pushing what they are getting for free.

I think the "refer a friend" is a great idea and referrals are always the best business. They have usually already seen the products at a colleagues office, so they know what to expect. Usually they have thought it through already without pressure from a salesman.

Plus, on many types of products the tech support becomes easier because if they have a problem they call their colleague and ask how they deal with it.

Referral marketing is an entire business in and of itself. It is in fact one of the hardest types of marketing because you really can pour endless amounts of money into it and not get anything in return. Or you can do it on a tight budget and get huge returns. It can be frustrating, but highly rewarding.

Q

• ▶ Reply