FARMINGTON, CT: A Connecticut dentist who is launching a new dentists' referral site has taken on Your PR Department for a $175,000 PR campaign.
Dentist Jack Bynes has created Dentalfear.com as a site for consumers who harbor fears about going to the dentist, explained Ron Dresner, president of Your PR Department.
Phase one of the program will focus on raising awareness of the site with dentists, and getting them to sign up for Bynes' online training.
The course deals with customer service and handling patient phobias. Fees from the course fund the site.
Dresner said initial PR efforts are focusing on dental trade shows and trade press to alert dentists and dental hygienists how they can increase their business if they create more reassuring patient experiences. Bynes plans to list customer-friendly dentists around the country on his site, creating a national referral service for people with dental anxiety.
Dresner said Dentalfear.com will be unique in its emphasis on patient relations and dealing with people's dental worries.
"We're using this site as a portal, and to educate people about going to the dentist," he said.
Dresner's firm is supplying copy for the site. By next year, PR efforts will turn to alerting the public to Dentalfear.com.
Dresner foresees using Bynes, a dentist for more than 30 years, as the public face of the site. "I can't wait to get him on Oprah," he said.