A lot of dentists think that the noise is their enemy. I was wondering how disturbing a noise may be and how helpful may it become. I deliberately opened the back side of the clinic which brought an audio atmosphere that you may compare to entering to a museum or a church – there is a noise but it is not disturbing. We use this noise as an instrument to experience the space in another way. When you sit in our meeting room you can hear other people and you know that you are not alone. This creates a relaxed atmosphere and gives you an emotional comfort. Of course it is not nice when someone is screaming, but I think that those are exceptions and accepting those exceptions deliver you mostly a very nice environment.
Some of my colleagues were kind of shocked after seeing Clinias’s advertising campaign, says Willemijn. The gentlemen agreement was that you could only have two kinds of advertisements as a dentist when you open a practice or when you are looking for a personnel. In our advertising we did not want to say that we are the best dental clinic, but we wanted to make us recognizable. Therefore we broke with the old tradition and we did a billboard campaign in the whole Breda. Since this area was new to us, we also distributed leaflets around this district. I do not think that it was an aggressive campaign, but it definitely influenced the industry.
In advertisements you can tell whatever you want or what you like, but at the end it is the consumer that determines if the message that you send is true. The first thing that you should ask yourself is what kind of clinic do you want to be? We envision our patients as “people who understand what we are doing, they recognize the quality, they care for themselves and they consider a good dentistry worthfull” and this makes a serious target group for us. We deliver something and expect something, but there should be a good transition between the two sides. The real marketing starts inside the clinic. If you build a practice that really fits to the things you promise, people will see that it is true. Your clinic and your work enhance your story.
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