Environmental Consciousness is a Sensible Marketing Strategy

Transcription

1 When going Green equals Green Environmental Consciousness is a Sensible Marketing Strategy By Professor Robert M. Donnelly Environmental consciousness has become a global imperative. Major corporations have adopted protecting our environment as a public relations mantra that has rewarded them with increased business from consumers who share their beliefs. Many medical institutions and medical professionals are adopting the same position with similar results. The AMA and ADA are also proponents of going green and frequently promote this philosophy in their newsletters and other publications. One of the areas for green proactivity for medical professionals is dealing with any remaining hazardous wastes in their practices. By eliminating these environmentally dangerous compounds and converting to environmentally friendly practices that serve the same purpose like has been done with thermometers, the medical practitioner enhances their professional persona and the image of their practice. Promoting these positive actions represents a natural competitive advantage with associated marketing benefits in the community that will result in attracting new Page 1

2 patients who are environmentally conscious themselves, and reassuring existing patients that they are dealing with a caring proactive medical professional. In the health conscious and environmentally sensitive marketplace of today, those suppliers and service providers who do not adapt to their customers requirements and sensitivities will be at a competitive disadvantage. There is an age old marketing tenent: if the customer gets to the future before you do they will leave you behind. Let s take an example. A particularly troubling compound mercury, has received a lot of negative publicity, but is still in use for some medical purposes. In dentistry, amalgam containing mercury is still being used as a filling material as it is covered by many employee dental insurance plans, and is still considered a viable compound by many dentists. And, the population at large has many amalgam fillings in their teeth that are being, and will have to be, removed over time. The placement of the amalgam produces a mercury residue in the amalgam capsules that should be recycled, and the removal of an amalgam filling generates a mercury bound amalgam particulate that also should be captured for recycling. Likewise, anything that comes in contact with the procedure like gauze, cotton, rubber gloves, etc. is considered contaminated and should also be recycled. Some States have already mandated that all mercury contaminated waste generated in dental practices must be captured and recycled. However, the majority still have not yet passed similar legislation. As a matter of fact only 11 States and 19 localities require dental offices to have amalgam separators, with varying levels of enforcement success. In survey taken at the 2009 American Dental Association Convention, only 39 of 100 dental offices surveyed had amalgam separators. The typical answer for not installing an amalgam separator was that the office did not place amalgam fillings. Page 2

3 However, this response does not recognize that the removal of old amalgam fillings discharges mercury-containing waste into the waste water stream. According to the Eco Dentistry Association in a typical one-dentist office that only removes amalgam fillings, an amalgam separator captures 2 pounds of mercurycontaining waste in one year. They go on to state that if every dentist installed a mercury waste amalgam separator, we would divert 3.7 tons of mercury containing waste a year! Obviously, the EPA is also concerned about it given the recent publicity from their ongoing hearings on this issue. In any case many people know about it and are concerned about the environmental impact of the discharge of mercury, however minute it might be into the environment. Here is a wonderful opportunity for proactive dentists to do something positive and reap the marketing and societal benefit from their environmentally conscious actions. Not acting on a well known environmental issue like this is a missed opportunity that gives their proactive competitors a marketing and financial advantage. In a highly competitive business like dentistry where patients put their trust in their dentist and admire them for their professionalism, every added benefit reinforces that perception. Just like with any other product or service, every positive action contributes to building brand equity. In an NBC DFW news piece on Dr. Brady Hildebrand, who runs Pure Dental in Dallas, Texas his environmentally conscious patients say that they appreciate the office s green elements. Another dentist practicing in San Francisco, Dr. Preston Brown on his web site states We believe the medical community has a responsibility to be environmentally conscious. In every aspect of our practice we strive to remember Page 3

4 that every green choice, whether great or small can make a difference. Our office reflects a deep commitment to the planet without compromising your safety and comfort. Brown is truly Green! On Mercury, the site states: We have a state of the art filtration system that allows for the proper disposal of silver fillings and prevents pollution of our water systems. Dr. Fred Pockrass, practicing in Berkely, California says I spend virtually nothing on traditional marketing and 96% of my patients say they would definitely refer a family member or friend to my green practice. I see an average of 30 to 40 new patients every month and have saved thousands of dollars a year by operating an eco-friendly practice. This year ORA Dental Studio in Chicago received Practice Greenhealth s Partner for Change Environmental Award. The Partner for Change Award recognizes clinic and health centers that have greened their operations. The award recipient must demonstrate a significant recycling program, a waste reduction plan, and that they have begun recycling mercury, and have implemented a number of other successful pollution prevention programs. ORA was also inducted as an EDA Charter Certified Practice, a distinction that honors practices that are innovators and leaders at the forefront of dentistry s green wave. As all of this demonstrates green dentistry is good for the planet, their patients, and their bottom line. Lastly, Dr. Jean Zigby, vice-president of the Canadian Association of physicians for the Environment (CAPE) says in reality, some simple and inexpensive changes in the way you run your practice can make a world of difference. You can reduce the amount of waste and energy you use by 30% to 50%, just by the choices you make and the green strategies you implement. Obviously, adopting eco-friendly methods and going green equals green for any medical professional. Page 4

5 Professor Robert M. Donnelly teaches graduate level courses in Entrepreneurship, Managing Innovation, Internet Marketing, and Marketing Strategy. He has also developed an online MBA Program in Entrepreneurship and has students from multinational firms around the world. He is an author and prolific writer on a wide variety of business topics, including green marketing for increased profitability. He can be reached at: rmdonnelly@aol.com Page 5