January 23rd, 2018
MY FATHER ALWAYS ENCOURAGED ME TO WRITE A BOOK. Driving each morning for the past 17 years to my orthodontic office, I would call my father and tell him about the things we were doing at Gorczyca Orthodontics for our patients, for our community, and for our referring doctors. He loved hearing about these special things and thought other dentists would, too.
Marketing Is Very Important In The Healthcare Industry
When I was a student at Harvard School of Dental Medicine, I had the opportunity to study at Harvard School of Public Health in the Department of Health Management and Policy. There, I attended my first marketing lectures and started to understand the importance and broad-reaching effects of marketing in the healthcare industry.
I learned that marketing involves many things including case studies, comparisons, differentiation, product analysis, demographics, communities, and target audiences. Marketing is about personal preferences, branding and customer service. Marketing is the ability to move others and direct them toward what we have to offer—dentistry. This perspective is valuable to all dental professionals in the marketing of their business, the dental practice.
I Hope My Book Makes A Difference
My book It All Starts with Marketing—201 Marketing Tips for Growing a Dental Practice is a collection of ideas, experiences, and strategies I used to gain new patients and grow my orthodontic practice from scratch from the ground up. I hope that several of these tips will be helpful to its readers, especially those dentists just starting out who may need a little help, encouragement, a positive push or a “you-can-do-it” cheer to make them feel more empowered to persevere.
I hope this book is also useful to those who have been in practice for several years—those who are looking for a few new ideas to help make their patients feel special, their team more engaged, and their dental office just a little more fun.
My Dad Encouraged Me
My father was the most positive, loving, and optimistic person I have ever met. He was so looking forward to the release of this first book. I received the first final printed copy on July 30, 2013. I lost my dad two days earlier.
Ultimately, we all encourage ourselves. For me personally, this book will not only be the story of marketing at Gorczyca Orthodontics in Antioch, California, but also a reflection of the beautiful memories of the morning phone conversations I would have with my dad.
“To my father, Fryderyk, who always encouraged me to write a book.”
About The Author
Dr. Ann Marie Gorczyca is a Clinical Adjunct Professor of Orthodontics at the Arthur A. Dugoni School of Dentistry, University of the Pacific, where she speaks on practice management topics including marketing, teamwork, treatment coordination, customer service, management systems, and human resource management. She was a marketing speaker at the 2011, 2012, and 2014 American Association of Orthodontists (AAO) Annual Sessions. Formerly a faculty member at UCSF School of Dentistry, she has received teaching awards from UCSF and University of the Pacific Dental Schools.