Authority Marketing

July 19, 2020
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People pay more attention to authorities and celebrities. For good or bad, that’s the reality. It’s one of Dr. Robert Cialdini’s principles of Influence, which we as healthcare providers, can and should acknowledge and use in our own communications and marketing efforts, FOR GOOD.

Done properly, Authority marketing can be among the most effective and least costly of all marketing strategies. In fact, you’ll see below, it can be nearly FREE.


Wearing masks has become a hot topic. But even among those who accept the responsibility of protecting others, there’s a woeful lack of knowledge and information about the proper use of masks.

If you’re afraid of anti-maskers, you have a choice to make. Authority and Magnetic marketing can be attractive as well as repulsive. As a healthcare professional, would you prefer to attract those who really care about their health and care about others? Do you want people coming into my office without a mask? Would you be concerned that it could repel other patients?

If you want to attract anti-masker patients, stop reading and DO NOT DO THIS.

Here’s an opportunity to help promote YOUR authority by connecting it to another’s while at the same time helping others protect themselves and others.

Among the most trusted names in Healthcare today are The Mayo Clinic, Johns Hopkins, The Cleveland Clinic, Harvard Health and of course, Dr. OZ. Connecting YOUR practice to any of these entities both boosts your authority and promotes compliance.

A simple way of doing this is by writing an email to all of your patients. It should explain why the information is important. The added benefits are that it increases your authority and serves the public as well.


The email I would send sounds something like the following. Please feel free to copy and paste all or part of it.

Dear patient, (personalize if your email program has that capability)
As you know, I am somewhat of an expert on the use of masks and other protective equipment. I have been wearing masks for as long as I’ve been in practice. To me, it’s become second nature.
But, like proper hand washing, I too had to be shown and taught the proper process. My personal hand washing song is “You Are My Sunshine” but “Happy Birthday” is good too.
To many, wearing a mask is a new activity, as it once was for me. And, if you’re like me, if you’re going to do it, you might as well do it the right way. No sense putting a seat belt across your chest, if its not clicked in!
So, if you’re in a position where wearing a mask is necessary or appropriate, here’s a valuable tool that you can use. It’s from one of the most trusted names in healthcare, Johns Hopkins:

Please help me and be an Ambassador for Health and pass this link along to those you love and care for. I’m sure they will appreciate your caring about them. And, that’s what wearing a mask really means.

I hope you find this helpful, as our goal is always to help YOU care for yourself and others by bringing you the best and more up to date information.

To everyone’s excellent health and safety,

I hope that you find this helpful and that you use Authority Marketing to extract the maximum benefit for your practice and your patients.

If you would like to have a free, 20-minute consult on how Authority Marketing can help you or on any other marketing/management subject, please schedule your free, no obligation consult at:

To YOUR excellent health, safety and success,
Michael, Laurie and the PPS Team

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Dr. Michael Goldberg is one of the leading educators on dental practice management in the United States.

Michael ran and sold a prestigious group practice in Manhattan and has been on Faculty at Columbia University and New York-Presbyterian Medical Center for 30 years including Director of the GPR program and Director of the course on Practice Management.

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