When marketing is considered, it seems logical for everyone to rush to technology as the common solution to all marketing efforts. It is not. It is only a tool. The internet may be replaced by something in a few years, but businesses and people will still go on. The internet has its uses and within those confines it should stay. Abandon the personal touch with the customer at your own peril.

The Internet is a tool like any other. Just as a hammer is not the make or break reason a carpenter can execute his trade; the same way a mechanic uses a wrench and the same way a doctor conducts heart surgery with a scalpel. It is the person that gets the job done and even if the carpenter lost that hammer and the mechanic lost that wrench and the surgeon lost that scalpel, their expertise still resides within them.
The same goes to the internet and the dentist. The dentist is not going to fold up the day after the internet shuts down.

It may get inconvenient, but the skill of a tradesman resides with him not within the fiberoptic lines and servers of the internet. With this understanding, the point is crustal clear, the internet is merely a tool and as such the tool should not shadow the true message of the trade.

Falling

A typical instance of technology tripping everything up, is when the dentist automates everything and personalizes nothing. The trip comes in the form of treating everyone in a blur sea of gray. Once a person realizes that all those automated emails and reminders were impersonal, and the dentist behind the mask is actually very hands-off, the patient starts the trek away. There is no relationship holding them back.

Endless Competition

There is also the risk of another dentist luring them away with an offer and a smile. Compared to the computer generated emails and the lack of personal touch the new offer may seem enticing and if nothing else, the customer could step up to try a new service. And with one crack the relationship begins to crumble.

The Bottom Line in Marketing.

No matter how fancy the marketing plan may get. No matter how technologically superior the business gets and no matter if there seem to be more tech consultants in the dental office than there are dentists, it is more important to be able to connect with each and every patient. It is more important to send them a birthday card in the mail, a day late then to send them an email a day early.

When marketing is considered, it seems logical for everyone to rush to technology as the common solution to all marketing efforts. It is not. It is only a tool. The internet may be replaced by something in a few years, but businesses and people will still go on. The internet has its uses and within those confines it should stay. Abandon the personal touch with the customer at your own peril.

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