Dentalcompare
Clinical Director
Over the past decade, there have been a huge number of changes in dentistry that have irreversibly altered the course of the profession. Besides things like technology such as Cone Beam, dental practice marketing has entered into a whole new dimension. The reality is that dentists have been facing a tough economy over the last few years, and many feel that their hand has been forced in making decisions in how to market themselves and their practice. The “old school” mentality is that you build your practice by word of mouth, one referral at a time. Times have changed, and dentists have had to do what it takes to stand out in a very crowded space.
Today, internet giants such as Facebook and Twitter pose interesting possibilities to the dentist. Dr. Barry McArdle recently wrote a great article on how to use the internet and social media to promote your practice. Sites like Groupon and Living Social , however, have been a tougher nut to crack. Discounts certainly can happen in any office, but its not exactly the same as giving 50% a 1-hour massage. Today, Align sent out an email to all its providers complaining about this exact thing, feeling that “that the interests of both prospective patients and the practitioner are best protected by requiring a patient examination to confirm a patient`s suitability for Invisalign treatment before extending an offer to treat.” In other words, there is a big difference between the dentist or orthodontist diagnosing the need for care compared to the patient deciding they need it simply by buying the coupon. What happens when they get there and the dentist tells them that their Class III open bite needs surgery instead? Further, Align brings up the legal aspect of splitting fees with a coupon company depending on the state in which you practice.
Is it really “demeaning to the dental profession”? That is for you and your own practice to decide. Considering the controversy over this, it might be best to hold off for a while. Check out excellent books like “Everything is Marketing” from Fred Joyal. I can guarantee there is enough good stuff in there to keep you busy in the marketing department for a long time.
Below is the official email from Dan Ellis with Align Technology:
December 5, 2011
Dear Doctor,
A small number of Invisalign practices have recently elected to offer their dental services and Invisalign treatment specifically through social coupons such as Groupon and Living Social. In response to this marketing practice, Align has received a number of complaints from other Invisalign customers who highlight that Invisalign is a rigorously regulated class II medical device which requires specialized medical training and a doctor's prescription. As neither Invisalign nor the associated dental services are generic commodities, these Invisalign customers feel the use of social coupons is not in the patient's best interests, and is unethical and demeaning to the dental profession.
We agree. In fact, Align does not endorse the arbitrary sale of dental services and Invisalign treatment through social coupons and is not a party to any such offerings. Align believes that the interests of both prospective patients and the practitioner are best protected by requiring a patient examination to confirm a patient`s suitability for Invisalign treatment before extending an offer to treat. Because both your services and each Invisalign treatment are unique (like the needs of each patient), we do not believe that either are appropriate for the web-based, group-buying social coupon process.
You should also be aware that the laws of most States prohibit practitioners from splitting fees with third-parties or non-practitioners. In response to the increase in the sale of medical services through social coupons, there is a growing sentiment that the sharing of fees between a doctor and social coupon sponsor may constitute such an illegal fee splitting arrangement. As a result, we encourage all Invisalign practitioners who may be considering participation in the social coupon process to consult with their attorney to evaluate the legal risks associated with such a transaction.
We hope you find information on these issues helpful. Because the dental services environment is evolving almost as rapidly as the technology itself, we intend to keep you current with our assessment of the latest trends so you can better achieve your practice goals. If you have any questions or comments, please contact your Invisalign representative or email us at [email protected].
Best Regards,
Dan Ellis
Vice President, North America Sales
Align Technology, Inc.