In 1986, LMT conducted its first dentist survey to find out which marketing strategies were most likely to capture a dentist’s attention. Here’s what they told us:
85% said another dentist’s recommendation
40% said a personal sales call
24% said a laboratory booth at dental convention
23% said a lab-sponsored seminar:
23% said meeting a lab representative at a course
10% said direct mail
Today, referrals are still king; 80% of dentists-respondents to our 2012 survey told us they turn to their peers for a recommendation when switching laboratories.
So what has changed? For one thing, dentists’ opinion of laboratory sales calls: in 1986, 40% said sales call were influential when looking for a new laboratory; in 2012, only 8% said the same. On the other hand, dentists are now almost twice as likely—47% in 2012 vs. 23% in 1986—to work with a lab after meeting a representative at a study club or course.