Orthodontic Buying Guide – Dental Corporation of America
Segmentation is a tool that marketers use to identify target markets. Increasingly, purchasing managers are using the segmentation approach to determine which suppliers are the most critical to the goals of the organization.
Market Segmentation is based on low level targeting. Rather than targeting “Dentists” in general, dental industry marketers might target “Orthodontists” if they are promoting a product such as “arch wire” for braces. Hitting small niche target groups rather than a broad spectrum of less similar people is the key. Purchasing managers are beginning to use the same principals in their efforts to buy the most relevant products possible. For example, if a company sells orthodontic pliers, and their best seller is the “Adams Plier,” they will likely look for a supplier who not only carries the adams plier, but, does so at a low cost when compared to its competition. This same company will likely carry most of the other pliers that they need for standard orthodontic inventory, if they already carry the adams plier. This distributer can then be used as a supplier who offers all targeted products utilized by an orthodontist.
Another example can be seen when we look at plier racks. Plier racks are vast and can come in many different forms. However, some types of racks are more expensive, and some, are much more popular than others. If the most popular rack in the industry is determined to be the “plier caddy”, than one has no reason to sell and market other racks at the price point. The purchaser will see a specific supplier as one that is deep in the dental industry – to the point where they are only servicing orthodontists, and not all dentists in general. He will then likely find the supplier with the best price and service with regards to a particular product; in this case, a plier caddy.
The levels of risk associated with company purchases range from low to high – buying process for a risky purchase differs from the process for a routine purchase. The buying process for a routine purchase, such as most low cost items for example, is not nearly as stringent as that for high a risk purchase. For example, if one were to buy ring ligatures, or rubber bands for braces, the buying process would tend to be fairly simple and low in risk. Ring ligatures, rubber bands, and latex examination gloves are all very similar in look, quality, and price. Making a bad decision about ring ligatures is pretty tough, and even if you do make the wrong choice, it’s not going to affect your practice to a large degree. This can be seen as a low risk purchasing decision.
A product along the lines of brackets (for braces), though, can be a major decision. When an orthodontist puts braces on someone, the brackets used to secure the arch wire are typically in the individual’s mouth for months, or even years. Buying a higher quality bracket is very important, because breaks can occur very easily with cheap product. If a bracket breaks, the orthodontist must fix it, and do so at no cost in many cases. This, cab be seen as a complete waste of time, resources, and money. When you look at the big picture, it makes a lot more sense to research brackets, find several suppliers, and determine which grade and price will be beneficial to your practice. A poor decision made in a risky purchase can end up costing the company a lot more in the end, even if the initial buy is low in cost compared to the alternative. High quality brackets are the only way to go when you are looking to make orthodontic purchases.
More from DCA: Ring Ligatures
Fetch pragmatic info about the topic of Free RSS Feed Tricks – make sure to study the page. The times have come when proper info is truly within your reach, use this chance.