Marketing and advertising in the dental field has come a long, long way since the days when a Yellow Page ad was not allowed. While ADA and state dental board advertising guidelines have loosened, regulations still exist. For instance, you can’t make statements of superiority comparing yourself to other dentists with phrases like “the best.” You also can’t make claims about dentistry being “painless” or “pain-free” or that outcomes are “predictable.” Be careful about claiming to be a specialist, as well. Just because you do children’s dentistry, you’re not a children’s dentist/pedodontists. In some states, the phrase “sleep dentistry” is against the rules; the California board does not like “oral conscious sedation.” And in some states, you can’t even say that your team is “highly skilled” or “highly trained” or that your technology is “state of the art.” Texas says no to all testimonials. Are you familiar with these laws? If your advertising does not comply, your state board could slap you on the wrist or revoke your license. Not everyone gets caught, but why chance it? Besides, it’s a professional integrity issue.
Because your livelihood is at stake here, you should interview the marketing and advertising agencies you choose to hire for your print, TV, radio, and Internet marketing. A good agency that works exclusively with dentists and dental professionals will already have knowledge of the regulations set by the ADA and yours state board. They will also understand copyright laws for words, photos, and art. Did you know that if you illegally use a photo or text in your advertising, you can be charged thousands of dollars or sued for even more? This includes advertising on the Internet.
A reputable dental consultant can direct you to advertising, marketing, and web design companies that understand dentistry and dental advertising regulations. One such company is TNT Dental, a leader in dental website design. TNT Dental creates custom websites and offers support, hosting, and Internet marketing. Visit TNT online at www.TNTDental.com for more information.