Elbert Mackey of Austin, Texas writes:
“I am interested in pitching a new FDA-approved disposable dental drill that consumers buy from us for $49.95 and which we, in turn, ship directly to their choice of dentists throughout the United States. The FDA prohibits the sale of dental devices to consumers.
“Our one-time-use dental drill eliminates patient concerns for safety when visiting the dentist. In dentistry, secondary diseases such as hepatitis and HIV viruses are transmitted primarily to the patient or to the health care worker by the use of contaminated dental instruments. The conventional reusable dental drill’s sterility cannot always be assured by the patient. Also, the drill has one of the highest risk factors for secondary diseases.
“Our disposable one-time-use drill solves this problem and allows consumers to take a more involved role in their own health care. What tips do your Hounds have on how to publicize and market the drill?”
In addition to the above ideas, another might be to affiliate with those that can endorse your product and sell it for you via an affiliation code providing an incentive of passive income. Such as
1-800-DENTIST http://1800dentist.com/ Have their marketing team create the pitch to their customers. Or go the brokerage route where you add your product to a list of products that brokers present to dentists. Just like the model used in selling products to hair stylists, and grocery stores, a broker is the person who reps several manufacturers and they take a % of the overall sale as their payment (commission).
You’re attempting to boost demand for a product people didn’t know they needed so this will take a lot strategy to pull off.
First people do not get excited about buying drills so to appeal to consumers think about a name change for the device and create a strategy around it.
So instead of calling it a dental drill I might call it a Tooth Enhancement Device, TED.
Maybe make TED come alive through a cartoon character callled TED who could be a talking shark named TED. A shark because they have lots of teeth.
TED might also write a blog focused soley on gossip about celebrity teeth. TED creates a top ten list of the best and worst celebrity teeth. Ted shows up at the Oscars and TED drops a free coupon in those celeb gift bags so they can have a free TED shipped to their dentist. Maybe anyone with a SAG card gets a free TED sent to their dentist.
Since gum disease in the mother may be linked to mother’s having preterm babies you might to come up with prenatal dental plan for mom’s to follow.
Elbert,
Cool idea! I wouldn’t waist time marketing to individuals, I would market these to the Dentists themselves. Do you have enough room to offer them say $5.00 per drill? Make the professional and trusted expert your salesperson and I think they will take off. I would bet that some dentist’s might even make them mandatory at some point. I would look into setting up at a Dental trade show or sponsoring a dentist’s softball team or something along those lines. Target the biggest dentist in your area and work them hard.
Good luck!
Jason
As one respondent already mentioned, your customers probably don’t know they need this product. So maybe your first step would be to pitch some trend stories to women’s and men’s health magazines (Self, Men’s Health, Fitness, etc.) to shed some light on the issue.
The story can be an expose on the disturbing trend of disease being spread at the dentist’s office, and what readers can do to protect themselves. Then, your product can be part of the solution. Of course, you’ll want to add a few other safety tips as well, so it’s not so product-focused. Good luck!
Jessica Satterfield
Owner/President, The Satterfield Agency
http://www.TheSatterfieldAgency.com
Elbert,
Treat this New Drill or “TED” with a marketing approach that benefits both the Dentist’s Practice and The Client. Its a win win win for all….Id start a campaign that have dentists join where they understand the value and importance of what your trying to provide thier clients. They make a commision and then they in return their clients can avoid health contamination 100%.
Id highly reccomend you partner up with dental assocociations so they understand the value of the contribution you are trying you achieve for the Dental Field. Remember the most powerful type of marketing is referral and word of mouth…If i were a dentist and a respected association encourages me to switch to this new developement that saves me the time/money to sterilize and promotes the avoidance diease breakout…I wouldnt hesitate…Especially since it would turn into a new door of cash flow by simply promoting it or EVEN enforcing it for medical reasons (REMEMBER THAT THE INSURANCES PAY FOR MOST MEDICAL BILLS SO CLIENTS WOULDNT MIND IT BEING ENFORCED IN THEIR VISIT AND HAVING THEIR INSURANCE PAY FOR THE PREVENTIVE MEASURE).
Best Of Luck!
Pablo
A lot of cool ideas here. I don’t have more to offer, but I love the idea and hope you’ll succeed. The thought of “contamination” is always in the back of my mind every time I go to the dentist. I think just getting the word out there in every possible avenue will help.
I think that when dentists learn that there is a piece of equipment that may be disposable and is as effective and safe to use as their stand-alone model, they would embrace it. With a disposable drill — or whatever it may eventually be called — a dentist has a product that is not only a healthier alternative for patients (and patient health should be Concern No. 1 to all), but it also eliminates the need to repair and replace the old stationary model. I would also retarget selling efforts to dentists themselves, while presenting stories and blog about the health benefits to patients. A survey that asks, “would you pay an extra few dollars to ensure your health at the dentists office” could also generate media, industry and consumer attention.
Hi,
I would combine techniques. You want to get both dentists onside, and consumers asking their dentists for this product. Dental associations should have a magazine for their members, so you could get a story in one of those about the hygiene risks and how your product solves their risks. Remember, dentists want you to say that they all ready know about the hygiene risks, you are not “telling them”, just reminding them as they are very well educated. You could also speak at annual conferences, or more frequently. I would go for the national and state governing bodies, and even upcoming students in colleges or universities. A cash incentive is a great way to motivate anyone, as long as you promote how it is the best for their clients as well. So they are making money while giving their clients the best health possible.
Get consumers on your side by hitting every major and minor radio, tv, and newsprint media you can. As far as you’re concerned the dental hygiene situtation is an international crisis which you want to solve, with your product. If you all ready have a dentist on side (or a dental association), they may even back you up in the story. That way you seem more altruistic.
Robert Kiyosaki, in a radio interview, said his book was available at all bookstores. At the time only one was stocking it! But it got people asking and pretty soon all the bookstores were calling him to place orders. You could say that your product is available at all good dentists, and make sure you have the systems ready for when the orders pour in!
Consider in your consumer targeting to pitch things like children, elderly and pregnant people where infection is a big issue. Get statistics off a government website, or you could even check the internet to see if anyone has done a story on the hygiene risks to tie in to their pitch!
My last tip is, keep in mind that there is an international market out there. Particularly places like developing countries where infection is rife. You may need to get sponsoring, or even target Not For Profit organisations like Doctors without Borders and WorldVision, UNESCO, etc, who run health aide programs in developing countries. And then there is the developed world like Europe and the UK, even the southern hemisphere. Once your product is being used in the US, and everyone knows about it, it will be alot easier to expand to the international market.
All the best,
Leo
Dear Elbert,
My company, Virtual Tape Drive Canada, provides a data backup solution specifically for dental practices. We are a fairly new company, but I do have a good sized list of dentists (both as clients and as prospects) that I would be happy to send an email broadcast to for you. Simply write me a 400-600 words article about your drill, and I’ll send it out for you.
If you’d like to combine our efforts, I also have the physical mailing addresses for all 8000 or so practicing dentists in the province of Ontario.
You can email me through the contact page at http://www.vtdcanada.com. Good luck!
I agree with Jason’s post above. You need to hit up some dental trade shows. I think you’ll have more success in promoting your product to a dental office than promoting it to a single consumer.
If i was being offered this product, my first concern would be whether or not my dentist would agree to use it. However, if i was in for a cleaning, and was told that I had cavities. If i was presented with the opportunity by my dentist i’d probably jump at it.
very interesting concept.