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How to Market to Specialists

Today what we're going to talk about is how do we market to the specialists?

As Dawson dentists, Dr. Dawson will always tell us that we really need to surround ourself with excellent specialists that understand the philosophy and care of how we want to treat our patients, both functionally and esthetically. How do we go about doing this?

Transcript continued below...


Well, first of all, you have your typical ways that you can meet with the specialist.

You can set up a time to go to lunch. You can go to dinner. You can go to happy hour, have an appetizer and a drink. Or you can do what I like to do and that is invite them over to your office for what I call the power hour.

And when I extend the invitation, I tell them I only want an hour of their time. But what I'm going to do in that hour is have them come to the office. What I want to do is show them how I like to treatment plan a case.

I want to show them:

  • The information that I gather in the complete exam
  • The Wizard and how we use the photos in the Wizard to treatment plan the case
  • The before model
  • The wax-up
  • The final photos of the case that I've been showing him

This really blows so many specialists away. Because, first of all, they have no idea about how much detail that we all go into in treatment planning our cases. And the other thing is that they going to be shocked, again, that you even called to set up an appointment to meet with him.

Because you have to understand, specialists are the ones who are usually reaching out to gain relationships and get referrals from the general dentists to send to them. And you're going to be looked at as, "Oh my gosh. They want to come, and they want me to meet with them?" They're going to be shocked.

And then after you start building your relationship, then do the little simple things like sending their office goodies during holidays or remembering them on their birthday. Because trust me, nobody does this.

And if you really want to work with this specialist and let them know that you really care about them, then these are little things that you can do to make a difference. Do yourself a favor. Use these tips and call and make an appointment to meet your specialist today.

Confessions of a Dental Lab Tech


Dr. Laura Wittenauer has her private practice in Newport Beach, California. A native of western Kansas, Dr. Laura attended Kansas State University where she received a Bachelor of Science degree in Pre-Dentistry. She then attended the University of Missouri-Kansas City School of Dentistry. After graduating she initially established her practice in Lawrence, Kansas for eighteen years. Dr. Laura and her family relocated to southern California to allow her husband to attend the University of Southern California School of Dentistry and complete a residency program in Endodontics. Dr. Laura’s practice focuses on helping patients achieve optimum oral health. The most rewarding aspect of her practice is taking care of special needs patients. She is active in many professional and civic organizations including the American Academy of Cosmetic Dentistry, California Dental Association of which she is a member of Board of Managers, Orange County Dental Society. She especially enjoys helping dentists learn at the Dawson Academy in St. Petersburg, Florida. She is a member of Pi Beta Phi sorority and served as Alumni Advisory Chairman. She also serves as a eucharistic minister and lector for her church. Dr. Laura and her husband of twenty-six years, Rick, have two children. They enjoy participating in activities with their children, attending USC sporting events, running and golf.