CAD CAM as a Marketing Tool
Today, lab owners have come to understand, a purchase in CAD CAM is about automating manufacturing and/or adding capacity. Through advances in some CAD CAM solutions, CAD CAM can be used as a gateway to develop new products, new marketing plans, and can help you thrive. When considering effective marketing today, a purchase into best-in-class CAD & CAM components can boost the effectiveness of your marketing and produce increased growth rates. I am of the camp that marketing a branded, full contour zirconia crown is overdone. In fact, by doing so you may find yourself in the race to the bottom. I would like to suggest, the best marketing dollars are spent separating yourself from your competition, you need a differentiator. This can be done with new product offerings that your competitors do not have. Having the correct CAD CAM components can help you develop your product portfolio so it’s more unique. In fact, I would suggest, an investment in CAD CAM is an investment in marketing and likely the only marketing budget item that can boost sales and produce restorations.
Attract New Business from Both Existing and New Customers
Generally speaking, there is a cost related to customer acquisition. Keeping this cost within a budget or as low as possible is a best business practice. That said, there are two primary growth paths. One, find new dentists that are looking for a lab or have a marketing campaign to develop new leads and convert these to new customers. This, as most of you know, is not easy. The other, somewhat easier path is gaining more work from your existing customers. I would suggest strategies that includes both. Before I get into more details, I would also suggest that a CAD CAM system offers your lab the unique ability to add a flow of new products and services to help you grow and thrive.
Consider Which Products to Add to Your Portfolio
Let’s look at obtaining more business from existing and new customers. Perhaps the easiest (certainly not the only) way to accomplish this, introduce a new product and or service that is in demand. Having the right CAD CAM system will enable you to add new products to help ramp sales. For instance, you can set a plan that would add all or some of the following products and services over a given period of time.
- Bite splints
- Cost effective, zirconia screw-retained implant restorations
- Implant planning and surgical guides
- Provisional restorations and/or facilitating immediate load implant cases
- Ortho planning and appliances
- Digital models
- Crown in one day
- Digital dentures
- Comprehensive treatment planning and diagnostic work
Launch One New Product at a Time
Keep in mind, I would suggest launching one product at a time. Do your homework to fully understand the product. It’s important for you to be the expert when discussing this with your existing or new clients. Today, this is no longer a daunting task as you can become very knowledgeable about anything dental with Google and Youtube searches and some time.
Some of the items on the list will work very well to open doors to new customers. This works well with milled surgical guides and immediate loading of implants as well as a same day crown. Also offering cost effective zirconia implant cases will help you add customers and obtain more work from existing dentists.
To learn more about how CAD CAM can help you grow your lab please contact us at 800-496-9500 (option 9).
Thanks for reading,
Bob Cohen, CDTBack to All Posts