Although many dentists are excited to share in the news of recent vaccinations, technically you should avoid this when marketing your practice. In Illinois, there are regulations which dictate how dentists can – and cannot – advertise their practice.
Have you been thinking about how you want to adjust your marketing efforts during the COVID-19 pandemic? You are not alone. Many dentists are looking for ways to assure the public that dentistry is safe.
Although many dentists are excited to share in the news of recent vaccinations, technically you should avoid this when marketing your practice. In Illinois, there are regulations which dictate how dentists can – and cannot – advertise their practice. The Administrative Code in the Dental Practice Act outlines specific guidelines dentists must follow when advertising to the general public.
One important rule written in Illinois statute pertains to how you can characterize the safety of your practice, especially in comparison to other dental offices. A dentist cannot “[take] advantage of the potential client’s fears [or] anxieties.” Although you may have every member of your staff vaccinated, you should avoid advertising as such. Setting your practice apart as “safer” in this manner is illegal.
Now is a great time to share information from the Illinois State Dental Society and the ADA. ISDS has developed tools for you to share, including videos from our marketing campaign “Dental care has always been safe and is essential to your overall health.” These may be found on www.isds.org/videos and on the ISDS Facebook page.
Continue to advertise key information that current and potential patients will find useful, especially during the pandemic. Inform patients that their health is your priority. Inform them of additional cleaning and sanitization practices after each patient, in addition to numerous other precautions before, during and after their visits. Additional information to share with patients are available at MouthHealthy.org/BacktoDentist.
For the complete rules in the Illinois Dental Practice act, visit https://www.ilga.gov/commission/jcar/admincode/068/068012200D04210R.html
For additional tips on marketing your practice, visit the ADA’s Center for professional success here: https://success.ada.org/en/practice-management/marketing