Marketing Specialist, Nitin Chhoda, Explains How Dentists Can Adapt Top Three Marketing Techniques for Their Own Use

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Patients are bombarded with commercials, infomercials and pop-up ads from companies claiming to have the next best product or service. The methods are effective and work through marketing by influence, health implications or common influence. Marketing expert, Nitin Chhoda, recently blogged on the topic and explained how dentists can adapt the methods for their own use, even in small private practices.

Dental Marketing

Common influence marketing uses everyday people to demonstrate dramatic results from a particular product or service, using reviews, testimonials and online forums.

“Each tactic uses a specific gimmick to get the public to see the necessity in purchasing a service or product,” said Chhoda. “Any of the three methods of marketing health products and services are done using a certain type of simulating influences, and they’re sometimes used in combination.”

The use of local, national and international celebrities is the most common form of influence marketing. Chhoda noted that dentists don’t have to know a celebrity personally to employ the technique. Dentists who offer the same services, products and procedures as those in the public eye can indicate that to patients through a variety of informational materials. The focus is on the product and celebrities are the window dressing.

Late night TV is rife with advertising that markets by health influence. Celebrities and well-known public figures appear and vouch for a product or service in an effort to persuade the public of its benefits. They’re often paid for their endorsements and don’t even use the product. It’s a tactic that’s used to influence by association and a large portion of the population is swayed by such marketing methods. Dentists at the local level can allude to this or draw a similarity to their own services through free handouts and dental newsletters.

Common influence marketing uses everyday people to demonstrate dramatic results from a particular product or service, using reviews, testimonials and online forums. The people appearing in this type of advertising are selected to reflect the target market. Consumers are led to draw an unconscious parallel between themselves and the featured individuals. Dentists can apply the same principles with their own patients who are willing to provide their thoughts on the practice, procedures and products.

Chhoda has taught dentists and those in a wide variety of health-related industries how to adapt the top three marketing techniques to their own advantage. No high-end celebrity endorsements or personal appearances are required to employ the techniques in local practices, since the methods rely on association. It’s an easy and effective way for dentists to boost patient interest while promoting practices as influential with services worthy of the stars.

Chhoda’s office can be reached by phone at 201-535-4475. For more information, visit the website at

Nitin Chhoda is a licensed physical therapist, a doctor of physical therapy, and a certified strength and conditioning specialist. He’s the author of “Total Activation: The New 5 Step Fitness Mantra” and “Marketing for Physical Therapy Clinics.” He’s been featured in numerous industry magazines, major radio and broadcast media, and is the founder of Referral Ignition training systems, Private Practice Summit, the Private Practice Formula and the Private Practice Mastermind group. Chhoda speaks extensively throughout the U.S., Canada and Asia. He’s the creator of the Therapy Newsletter, along with Clinical Contact, a web-based service that boosts patient arrival rates.


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