Excerpt from Term Paper:

.... as communication is one of the important parts of marketing management(Ashford & Blinkhorn 1999). One of the most difficult skills for dentists to learn is how to deal with reluctant patients and to use the media to communicate to avoidant patients or potential patients the value of regular dental visits.
These patients, who may be classified under two categories, rejecters (who only go to the dentist when in pain, may be cost conscious and have dental phobias) and those whose attendance waivers (people do not go to the dentist on a regular basis but accept the benefits of dental care) must be dealt with sensitively. Dentists must acknowledge that the media often treats the profession in a negative fashion, for the sake of humor, and convey to both groups of patients the benefits of regular dental attendance. Dentists must work, through the use of effective marketing, to convince these patients of the need for proper oral hygiene. Yet general marketing campaigns aimed at the rejecting public, internal communications efforts sent by dental offices to infrequent or wavering patients, and other efforts have proved ineffectual. With the reluctant patient there is a problem that non attendance is due, in part,

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