One of my favorite thinkers Seth Godin on | OPEN Forum:
There seems to be a consensus that cold calling is an old-school marketing idea. Should a small-business owner abandon this practice altogether? How about email marketing?
You mean spam? Should small-business people spam by phone or by email? Next question!
I often link to Godin’s blog. He fills it with concise pithy observations and advice that has value for both business and life. The linked article is an interview and a bit longer than his blog posts. Everything he talks about has value for dentists including this:
Not only is the way we produce things changing, but the way that messages spread has shifted forever. Facebook and YouTube are not effective ways to market average goods to average people. Garnering likes, counting Twitter followers, playing endless social media games is a distraction.