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SMALL BUSINESS
MiamiHerald.com I THE MIAMI HERALD I MONDAY, NOVEMBER 13, 2006 I
Dentist goes on air to boost business
This E-Sheet(R) is provided as conclusive evidence that the ad appeared in The Miami Herald on the date and page indicated. You may not create derivative works, or in any way exploit or repurpose any content.
Section/Page/Zone: Business Monday/G013/Dade
■ Advertising on the radio ‘The dental profession
has turned the practice of
Coral Gables dentist Rene is in a strong position,
Piedra into a flourishing
enterprise.
but it is more
BY CHRISTINA HOAG competitive than it
choag@MiamiHerald.com
Rene Piedra thought he was
has been in the past.’
all set. He had graduated from — DR. ROGER P. LEVIN,
dental school and several chief executive of Levin Group,
months later bought a practice a practice management consultancy
in Coral Gables.
He soon discovered that the
hardest part was just starting. before, during and after games.
‘‘I didn’t have enough Piedra credits establishing a
patients,’’ recalls Piedra, 36. ‘‘I business system as another key
Client Name:
had to take a job in a Medicaid to recouping his practice. A col-
Description:
Advertiser:
G
office in Homestead. I was or-coded organizational chart
working six days a week. I was hangs on a wall in his office.
paying office expenses on my ‘‘We don’t learn any busi-
credit cards. I was down to just ness at all in dental school,’’ he
me in the office by myself, PETER ANDREW BOSCH/MIAMI HERALD STAFF says. ‘‘There’s no real time.’’
answering phones. It was a RADIO PERSONALITY: Dentist Rene Piedra has been using radio commercials to reel in Levin notes that many medi-
fiasco.’’ patients, voicing the 60-second spots himself. ‘I can make you smile again’ is one of cal professionals find them-
Eight years later, Piedra’s his taglines, as is ‘I’m talking to you.’ selves at a similar loss.
practice is securely in the black ‘‘They’re coming out of
with $6.4 million in revenue competitive than it has been in Argiz has the dentists survey mailer and doubled his patient school generally not prepared
last year. In fact, Rene Piedra & the past,’’ he says. Still, ‘‘older their patients on their favorite volume. for the business side of the
Associates ranked 15th on His- dentists feel it’s unethical to radio stations to help deter- He then sought a medium to practice,’’ he said. ‘‘It can take
panic Business magazine’s 2006 advertise.’’ mine which ones to buy ads on. broaden his reach and opted for many, many years to acquire
Hispanic Business 100 Fastest- For Piedra, it’s smart busi- radio. Piedra has done some those business skills.’’
Growing Companies and ness. ‘‘It doesn’t adulterate the NEW APPROACH television commercials but Piedra, who grew up in
posted a profit margin of at profession in any way,’’ he says. Piedra decided to try radio notes that TV does not get the Miami, now wants to expand
Insertion Number:
least 18 percent. The key is knowing how to spots after taking management immediate response of radio. his seminars to help colleagues
Piedra now travels the coun- advertise. Before launching his courses in 2000 to help him get He also has a van decorated who may be struggling as he
try giving seminars on how he campaign, Piedra decided to his practice back on track. One with his logos and slogans that was early on in his career. ‘‘My
Ad Number:
Color Type:
turned around his practice and target phobic patients who are course was marketing and pub- is driven in the crush of traffic plan is to help dentists cor-
regularly shows curious col- often treated under sedation. lic relations. He sent out a around Dolphin Stadium rectly,’’ he says.
leagues through his offices, Two-thirds of his practice now
where he employs 49 people comprises high-fear patients,
Size:
and has more than enough who see a video of the proce-
patients to keep six dentists dure before it’s done on a moni-
busy. tor by their chair.
His secret weapon is no ‘‘Basically these are patients
secret, but it’s something many who think they’ve had the
dentists are reluctant to do — worst experience in the world,’’
advertise. he says.
Publication Date: 11/13/2006
For the past four years, He had to put in a call center
Piedra has been using radio to make sure his office can han-
commercials to reel in patients, dle the volume of calls that
voicing the 60-second spots flood in after an ad runs. And
himself. ‘‘I can make you smile he sends staff to training on
again’’ is one of his taglines, as how to deal with high-fear
is ‘‘I’m talking to you.’’ patients, learning to respond to
‘‘It had an immediate the caller by modulating voice
impact,’’ says the graduate of tones to be more sympathetic,
Florida International Univer- for example.
sity and Tufts University Piedra’s success has not
School of Dental Medicine. gone unnoticed by colleagues.
While some have criticized him
INCREASINGLY COMMON as unprofessional and an
Mass-market advertising is unseemly patient-poacher, oth-
still relatively rare for dentists, ers have jumped on the band-
but it’s becoming increasingly wagon.
common, especially among the Joe Argiz, president of Argiz
younger set and those who spe- Advertising of Hollywood, han-
cialize in cosmetic dentistry, dles Piedra’s account. He says
says Dr. Roger P. Levin, chair- he’s now doing the advertising
man and chief executive of for two other South Florida
Levin Group, a practice man- dentists and 10 others from
agement consultancy based in around the country. ‘‘We now
Owings Mills, Md. have a department dedicated to
‘‘The dental profession is in the specialty,’’ he says. ‘‘It’s
a strong position, but it is more become a focus.’’
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