fredjoyal
|
Wednesday, November 04, 2009
In my last blog, we discussed how to change the commonly held perception of dentistry, but this time around, I’d like to talk about how modern technology is changing the reality of what dentistry can be. Our world is becoming a far different place than it was even 10 years ago. The tools used for performing dentistry are changing, and now’s the time to make certain that your practice is changing with them.
As you know, all of us in the industry need to help spread the word about how dentistry has changed to the public, but that’s only the first step. To really demonstrate your commitment to providing the best experience available to patients, you need to invest in the technology that’s available to you.
Frankly, I think just about every practice out there should invest in a laser link if they haven’t already. The drill has such a negative association to so many patients that even the most successful dentists could benefit from using it less. Keep in mind that you don’t even need to use the drill on a patient to make them uncomfortable. The mere sound of it is enough. Why would you want to put your patients through something that you know is disturbing to so many of them if there’s no longer any need to?
I feel much the same way about The Wand link , a device that controls the flow of anesthetic and reduces the discomfort of injections. I know there are many, many dentists out there who “give a great shot”…but it’s still a shot. Even if a patient can’t actually feel the needle, simply knowing that it’s there and in use causes a lot of discomfort to so many people. More importantly, the pain patients feel is primarily caused by the pressure of the anesthesia. The Wand can make a huge difference in their overall comfort.
I know that there are costs associated with new technology (and I haven’t even touched on some of the big things, like CEREC® linkor cone beam technologylink), but there are also benefits that may not be readily apparent. One of the most valuable benefits is the marketing advantage new technology gives your practice. If you invest in a CEREC machine, The Wand or any other new equipment, start promoting it in your advertising. Write about it in your newsletter or on your website. Point it out to new patients the first time they come to your office, taking care to explain exactly what it does and how it benefits them. Even if the patient isn’t in need of the technology, the fact that you have it will create a great impression and will help reassure your patients that they’ve selected a first-class dentist.
Dentistry is becoming more comfort-conscious, and soon the general public is going to realize it. When that happens, you’re not going to want to be behind the curve. Investing in new, modern equipment not only provides your patients with a more comfortable experience, but it allows you to easily market your reputation as a practice that puts your patients first. You’re not just offering a promise, you’re offering solid proof. And nothing resonates with your patients more than that.
fredjoyal
|
Thursday, October 08, 2009
Dentistry, like most industries today, is in a state of change. While this isn’t unusual or surprising, what I’ve found does catch dentists off guard is how few consumers realize this. When most people think of going to the dentist, they still think of painful shots and endless drilling. They don’t realize that there are less intrusive and gentler options available today that could eliminate both of them. For many people, this knowledge alone could be enough to convert them from a dental avoider to a regular dental patient.
Of course, I realize that not every practice out there has a dental laser or a Single Tooth Anesthesia (STATM) system like The WandTM, and that’s part of the problem. (I’ll address that particular issue in my next blog.) However, to really capitalize on the changing face of dentistry and use it to our advantage, we need to do a much better job of showing the general public how much our industry has changed.
It would be nice if the big companies on the forefront of the changes would take a cue from the drug companies and buy television ad space to promote CEREC®, The Wand, Waterlase® and all of the other great products making dentistry more efficient and comfortable. However, that’s not likely to happen. And while the Dental Trade Alliance’s “Oral Healthcare Can’t Wait” campaign is a good start at educating consumers about the importance of regular checkups, we also need to assure uneasy patients that dentistry has gotten more efficient and comfortable. That’s a message that’s best spread on the individual level, by dentists who can speak directly to patients and assure them that their unique fears and anxieties about going to the dentist can be laid to rest. In short, if we want to spread the message about how dentistry’s changed, we really need to pick up the torch ourselves.
There are lots of ways to do this at your practice. You can write about new breakthroughs in dentistry in your newsletter, mention the benefits of modern technology in your ads and on your website and most important — talk to your patients about all of this when they’re in your office. It may take a little effort, but if we can help inform our friends and neighbors of how much dentistry has changed, more of our friends and neighbors will stop feeling so anxious about going to the dentist…and wouldn’t that be a change!
fredjoyal
|
Monday, August 10, 2009
I realize that a good number of you already have practice websites. However, remember that launching a website is really just the beginning.
Give very careful thought to the message your website delivers. When a patient enters your practice for the very first time, I’m sure you and your staff do everything you can to make a great first impression. However, often this isn’t their first impression of your practice. Many patients have already been introduced to you through your website. What sort of message does it communicate? Is it hard to navigate and riddled with typos? Is the writing dry and clinical? Are there images that fail to load or broken links? Is it full of unattractive photographs of decayed teeth? Or is it a straightforward, lively website that captures the personality and philosophy of your practice? Patients who find you through your website will be judging you solely on your site’s content, so every word and image counts. Choose them wisely.
Once you have a website, you need to keep it optimized. Search Engine Optimization (SEO) determines how often your website will show up in Web searches. It may sound simple, but this is one of the most difficult processes in marketing today. SEO is a process that will likely be completely alien to someone without extensive Internet marketing expertise, so make sure the company you contract with to design your practice website also provides ongoing SEO. Also, don’t worry if your website doesn’t land at the very top. With more and more dentists on the Web, it’s getting difficult to achieve this goal — and often appearing within the top three or four in your area is just as good.
Don’t forget your current patient base. If properly designed, your website should not only attract new patients, but function as an informative brochure for your practice. You can explain the services and technology you offer at your practice in compelling, enticing language. You can introduce new staff members online or invite your long-term patients to contribute content from the patient’s perspective. Remember, most patients don’t know what it is that you actually do at your practice. Your website could be a great way to start informing them.
If you have a website, you have one of the most effective marketing tools available at your disposal. However, investing in sharp, well-realized design, content and management is crucial. After all, your website is the most widely seen part of your practice. A great website can convince a patient to call and make an appointment — and just as easily, a bad or average one can keep them away. So what’s it going to be?
fredjoyal
|
Monday, July 13, 2009
I often get questions asking how a practice can target “high-end” patients from a more affluent part of town or adjacent city. While I understand why that would be an attractive prospect for a dental office, it’s ultimately the wrong marketing approach for a couple of different reasons. The first is that so-called upper class patients almost certainly have a dentist already. The other reason, which is actually the more important of the two, is that with few exceptions, most patients aren’t willing to travel more than a mile or two from work or home to visit a dentist. That means focusing your marketing on an area outside your neighborhood really doesn’t make a lot of sense and will likely not yield much of a return.
Hearing this may suggest that a prospective dental patient’s unwillingness to drive is a real marketing obstacle, but it’s actually an opportunity. It means your practice probably doesn’t have much genuine competition because you’re really only competing with practices within a few miles of you. However, to capitalize on this, you need to realize the importance of targeting your own market.
It doesn’t matter what kind of neighborhood your practice is in. You can be in a small suburban town or a fast-paced urban hub. Either way, your neighbors represent your greatest asset. Your direct mail advertising should highlight the benefits of your office, whatever it is that sets you apart, but it should also mention how close you are to home for these patients. Participate in local community events, sponsor local sports teams, visit local businesses and schools and give demonstrations about good oral health. Thank patients with tickets to local movie theaters or gift cards to local shops. Brand your practice as their community dentist, and make sure you treat all your patients as family. All this will go a long way, and the convenience of your office’s location will seal the deal.
As always, when thinking about the value of a patient, you always need to look at the patient’s lifetime value. It’s easy to get caught up in pursuing the quick money that cosmetic dentistry can sometimes provide, but most practices will never be able to build a sustainable business out of this, and more importantly, there’s never any need to. Not when you have thousands of patients living nearby, many of whom probably haven’t seen a dentist in years and need restorations. And you never know, one day those same patients may want veneers or Invisalign®, and if you’ve built a relationship with them by providing an unrivaled patient experience and quality dental care, you’re going to be the practice they choose.
fredjoyal
|
Monday, March 23, 2009
You’re no doubt very familiar with this situation:
You get a call a few minutes before you’re heading home on a Friday night. The caller isn’t a patient of yours. In fact, he hasn’t seen a dentist in years. He’s broken a tooth, is in extreme pain and doesn’t have a lot of money. He’s not sure if he can afford to have his tooth fixed, but hopes you might be able to prescribe him some pain medication to help him get through the weekend.
Most dentists would receive a call like this and immediately grit their teeth. Some would assume that the caller’s just a drug addict trying to get some Vicodin®. Either way, treating him this late at night or over the weekend is going to be inconvenient, and in the eyes of many dentists, a patient like the one described above simply isn’t worth the hassle. Nothing could be further from reality – the truth about emergency patients is that they represent one of the best opportunities in dentistry!
Emergency patients are simply avoiders who have neglected their teeth for so long that they’re often in need of major restorative work. If you can help them out, while also giving them a great dental experience, they’re likely to forget all about their reason for avoiding the dentist. It’s a chance to completely turn someone’s perception of dentistry around and create a loyal patient for life. Even better, that patient is going to be generating production for you right from the beginning. The key is to start off your relationship with your emergency patients right by making sure they realize that dentistry has value.
In the case of the above example, here’s what to do: tell the patient that you’re not going to prescribe any pain meds until you’ve seen him, but that you’d be happy to see him that night. Say your emergency exam fee for working outside normal business hours is $300, so he should be sure to bring cash or a major credit card with him. Tell him that the fee is due before you start any work, but that it will be credited in full to the cost of the treatment. If the patient really has a problem, and he realizes that you’re genuinely interested in helping him, he’ll find a way to come up with that money. It’s a win-win. Your patient is out of pain and you’ve started the relationship off on the right foot – establishing what your dentistry can do for him and setting the precedent of paying you up front for your services.
You and every member of your staff should recognize emergency patients as a crucial part of your business. You don’t want to miss out on them! Try forwarding all of your emergency calls to a cell phone each night and weekend, and rotate the responsibility of taking the phone home among the members of your staff. Discuss how emergency calls are to be handled and create a system for vetting them, but any successful dentist realizes that you don’t want to close the door to emergency patients. In fact, you never want to hold the door open wider.
fredjoyal
|
Monday, March 02, 2009
Legendary film producer Samuel Goldwyn once famously said that he’d take 50 percent efficiency to gain 100 percent loyalty.
While I highly doubt he was talking about dental practices, the sentiment applies to our industry in a big way. Patient loyalty is essential to dental practice success.
Now, I know what you’re thinking: “My patients are loyal to me.” But the truth is, while the majority of your patients may be satisfied with you as their dentist, that doesn’t mean they’re loyal.
There’s an important difference between a satisfied and a loyal patient. A satisfied patient will leave you as soon as you stop taking their insurance or they move to a nearby town. A loyal patient, on the other hand, will do whatever they can to stay with your practice for as long as possible, regardless of whether its convenient for them or not. Here’s the definition of a patient who is truly loyal:
They are consistent on recall and receptive to treatment.
They would never see another dentist.
They refer others to your office.
So how do you make this happen? There’s actually a simple rule of thumb to follow: You’re never going to inspire loyalty by doing what every other dentist is doing. You need to provide the unexpected.
Provide the sort of experiences that your patients can’t get from any other dental practice. Call your new patients before their first appointment to welcome them to the practice. Call them after a major treatment to see how they’re doing. If someone refers a new patient to you, send them a handwritten thank you note. Perhaps most importantly, have fun with them while they’re in the office. Obviously, you want to stay professional, but don’t be afraid to joke a bit with them to lighten the mood. If you’re having a conversation with an assistant or an associate while you’re working on a patient – involve the patient! Give him or her a chance to join in the discussion. Yes, it may mean that patient spends a little longer in your chair, but if you want to build loyalty, that’s okay. If you work to create a comfortable, enjoyable atmosphere while building a relationship with your patients, they’ll stop feeling like customers visiting a business and begin to feel like they’re visiting family.
In short, if you want to know how to ensure your patients will remain loyal to your practice, just think about your most loyal friends. What created that loyalty in your relationship? It’s almost always because you’ve shared memorable, remarkable experiences together and you can’t imagine sharing those kinds of experiences with anyone else. That’s exactly what you want from your patients.
fredjoyal
|
Tuesday, January 13, 2009
A common complaint that dentists hear, particularly in a tight economy, is that their fees are too high. The truth is when people complain about cost, it’s almost always because they don’t realize the value of what they’re paying for. That’s certainly true of dentistry. People don’t understand how it can be so expensive because they don’t understand what they’re getting for the money.
It’s incumbent upon all of us in the industry to educate patients about the true value of dentistry, and how much it can improve their lives. However, before you can do that, you need to gain your patients’ trust. That takes time and friendly, personable service. Statistically speaking, a patient isn’t likely to agree to a comprehensive treatment plan until he or she has been with your practice for at least 18 months, so take your time getting to know your new patients and educating them through your chairside conversations and internal marketing about the services you offer. Once patients have grown to trust your treatment recommendations, they’re much more likely to be willing to pay for them.
Another important point is that before your patients can come to terms with the value of your dentistry, they must realize how modern dentistry has evolved. Let them know about the latest technology your practice has invested in, and how it can benefit them. Dentistry has changed dramatically in the past decade, and a big part of increasing your case acceptance simply comes down to teaching your patients what you can now do, and how efficiently, quickly and comfortably it can be done.
Once you’ve established trust with your patients and informed them about what your practice offers, your next step is to illustrate the value of dentistry in a way that they can understand. To do this, you and every person on your staff need to honestly believe that money spent improving their smile is one of the best investments your patients can make. If you don’t believe this yourself, you’re never going to convince your patients. Once you’re ready to present your case, however, you’ll find that it’s most effective to educate them about how the treatment will directly benefit them. Make sure they realize why the procedure costs what it does, what goes into it and everything they will gain as a result of that investment — whether it’s a self-esteem boost, or a better ability to eat, talk or live without pain. If you take care to explain how dentistry can significantly improve the lives of your patients, their focus will eventually switch from “How much does it cost?” to “When can we start?”
You often hear people described as having a “million dollar smile,” and while it’s usually just an expression, it does illustrate an important fact. Good dentistry holds far greater value than most people realize, because investing in your smile pays dividends for life. You and I know this is true. Now it’s up to us to enlighten everyone else!
fredjoyal
|
Wednesday, December 03, 2008
In these challenging economic times, I’ve noticed that I’m getting more questions about increasing word of mouth referrals. It’s only natural to want to make every marketing dollar count, and considering the cost (or more accurately, lack of cost), you can’t get a better return on investment than you do with good word of mouth.
If you’re not already doing it, start actively pursuing referrals. It sounds simple, but most dentists forget — or are unwilling — to actually ask for referrals. I suggest telling your patients something like this: “If you like the care that we’ve given you here in our practice, we’d love to take care of your friends, family or co-workers, so please tell them about us.” If done right, this can come off as a compliment to the patient. You’re saying that you enjoy treating them and would love to get more people like them in your practice. That’s a very positive and empowering message to give someone, as opposed to saying something like, “Oh, I need new patients. Can you help me find them?” Correctly asking for referrals tells your patients that, although your office is busy, you’d gladly make room in the schedule for friends who need your care.
While you’re at it, actively reward people who refer. If you’re tracking the results of your marketing (and you definitely should be), you’ll know when you get referrals. Whenever it happens, be sure to reward the referrer. This could be as simple as a handwritten thank you note, or it could be something like a $10 coffee card or a gift certificate — whatever seems appropriate to you. It shouldn’t be a big expense, but it can make a huge difference in the long term. One caveat, however. You don’t want to incentivize referrals; in other words, you don’t want to suggest to patients upfront that they’ll be rewarded for each referral. This is actually illegal in many states (check with your state’s Board of Dental Examiners if you ever have a question about the legality of an issue) and it can make you seem like you’re hurting for business. However, if the thank you is after the fact and unexpected, there shouldn’t be a problem.
Think about your practice and make certain it’s a place that patients will want to refer people to. It should go without saying that everyone on your staff needs to treat patients pleasantly and respectfully, but don’t discourage your team from having fun! Humor at the office can really ease a patient’s reluctance to visit the dentist. That said, while you’re working on them, what patients most desire is comfort and consideration of how they’re feeling. Remember to talk them through their procedure. You might also consider giving them some lip balm before you begin work to keep their lips from drying out or cracking, or taking a two-minute “torture break” when you’re performing a long procedure.
Be sure to think about what you can do for your patients after they leave your office, as well. Offer your regulars a free birthday or anniversary whitening. Or, as an alternative, consider sending them flowers on their big day. When people ask who they’re from, imagine their surprise when your patient answers, “My dentist!”
Word of mouth is the single most effective way of gaining new patients, but the key to making it work for you is taking great care of the ones you already have. By nurturing your relationship with them, you’ll ensure that your patients have a pleasant experience at your office — one they can fully recommend.
Be sure to check out my marketing advice Web site linkand get all your marketing questions answered.
fredjoyal
|
Monday, December 01, 2008
A dentist came up to me at a trade show recently and said, “I need more new patients than ever because my existing patients are spending a lot less than usual. Can you help?”
Welcome to the recession.
I expect most dentists are feeling the slowdown, either in recall or case acceptance — or both. They probably are feeling that their advertising, if they’re doing it, is generating less new patient flow. This is to be expected. With gas and food prices jumping up every month, money is getting tight for some people, and something like dentistry is easy to put off.
I’ll tell you what I told him: First off, make sure that your front desk is firing on all cylinders. You can’t afford to lose a single new patient over the phone. (A recent study showed that as many as 50% of new patients are lost in the first phone call — don’t let that be you!) Answer the phone, answer it nicely, and make sure you get new patients in as quickly as possible — before gas goes up again.
Go for some extended hours, like Saturday, early morning or late evening. Some people can’t get the time off work or don’t want to miss the hours. Make it easy for them to visit your office.
Expect people to spend less. Times are a little tight, but you are in it for the long haul (for what they will spend over the next 10 years). Be there for them now and know that if you communicate who you are and what you do effectively, they will eventually accept comprehensive care when they do have money.
See all emergencies. Same principle as above. Start the relationship, help them with what they need, and do everything to keep expanding your patient base. Which also means…
Don’t stop advertising! You need new patients now more than ever. Gas may be expensive, but you’re not going to stop putting it in your car, right? The same goes for your advertising. You need fuel (new patients) for your practice even if they are more expensive.
The recession will end. The important thing is to be ready for that moment with a practice full of patients.
Be sure to check out my marketing advice Web site link and get all your marketing questions answered.
fredjoyal
|
Friday, October 31, 2008
Here’s how most dentists track the results of their advertising...
They ask the receptionist, “How’s that ad campaign going?”
And she'll say one of two things: “It’s great — got a new patient yesterday.” Or, “It stinks — nothing but losers and shoppers.” And based on that response, the dentist makes a decision to continue or abandon the advertising.
Unfortunately, this decision is being made based on anecdotes, not facts. These questions generate a response that is more reflective of the mood of your front desk person at that moment than on actual results. Or they are based on the most recent patient that either came in or “no-showed.” Anecdotes are not statistics. You need to track your results to know what’s working.
Tracking is done with your software. But it starts with your staff. They have to input where every single patient comes from, whether it was from an ad, your Web site, a walk-in, or from another patient. This last one is critical, and you’ll understand why when I explain what your reports should tell you.
When you have the proper data in your software, look at three things:
First, what is the total number of patients who came from each source? (Unless you have an enormous ad budget, then word of mouth should always come in first.) Do this monthly, quarterly and annually.
Next, calculate the cost per patient for each source.
Third, look at the production for each source. Not just in the month that the patient came in, but over time. The true value of a patient is what they spend in the next five years, not in the first visit.
The final step is to track the production for patients who came from other patients — and track that back to the ad source. This is a trickier report, but most software can do it. This will tell you truly what is working and what isn’t. You very often will get a patient through advertising who didn’t spend very much, but their relative or friend came in and did a full-mouth restoration. You don’t want to stop advertising that paid for itself through secondary referrals.
This is my final point: In dentistry it’s hard to track the return on investment (ROI) because of the time lag in spending and the potential for word-of-mouth patients. So my rule of thumb is, if you get one case that pays for the whole ad campaign, stick with it, because the rest is gravy.
In short, the only way to know your ROI on any advertising is tracking. Otherwise you are just guessing. The data should be right there. Use it to guide your choices, and you’ll be much more efficient with your ad dollars.
Be sure to check out my marketing advice Web site link and get all your marketing questions answered.
fredjoyal
|
Tuesday, October 21, 2008
Most dentists hate the idea of selling.
I hear it all the time: “I don’t want to have to sell;” “I didn’t get into this profession to sell;” “I didn’t go to dental school to become some kind of carnival barker.” Believe me, I understand.
But today I’d like to challenge you to put aside the negative connotations you associate with selling. Selling is merely communication with a purpose — and we all do it all the time. We’re selling when we’re convincing our spouse we should go to Scotland instead of Gettysburg for vacation (because we want to try golfing where it was invented). And is there anyone who sells harder than a teenage boy trying to get the car keys? He’s going to wash it, fill the gas tank, run your errands. Sell, sell, sell. And is it not a sell job to convince that same teenager that he needs to go to college instead of taking that construction job? He wants to jump into the workforce, but you know that he needs college if he’s going to realize his dreams. So you sell. Is that a bad thing? Not at all.
The truth is, selling bad things is bad. Selling something good is…well, good. And I think we can all agree that dentistry is a good thing.
I’ve had sales jobs all my life, and the times when I was the least happy — the times when I’ve invariably quit — were when I didn’t believe in what I had to offer. In a dental practice, you don’t have that problem. You have something great to sell.
Now if you just can’t stand the word selling, call it something else. Call it facilitating treatment acceptance. It’s a nice way of saying the same thing — and when you think about it, that’s what you’re really doing. You’re helping a patient who has no understanding of the value of dentistry to accept the treatment that you know is the best care for them.
In fact, what you do so significantly benefits your patients, I’m going to suggest that selling is not just something you need to do to succeed; it’s your professional responsibility.
Think about it: most patients have not been properly educated about the value of dental care. Not in school, not at home, not at work. You have the chance to help them understand how to get to their optimum oral health and make the decision to do so. You can guide them from where they are in their minds (wanting as little dentistry as possible at the cheapest possible price) to accepting your ideal standard of care.
Dentistry involves selling. Plain and simple and unavoidable.There’s nothing wrong or evil or deceptive about it. And at the end of the day, the better you and your team are at selling, the more your practice can grow, and the happier and healthier your patients will be.
Be sure to check out my marketing advice Web site link and get all your marketing questions answered.
fredjoyal
|
Friday, September 05, 2008
Most dentists wonder what they should spend on advertising relative to their gross revenue. First of all, recognize that advertising is the fuel for your practice, not just now but in the future. Advertising gets you patients who hopefully will continue to spend with the practice for many years, and who also will refer their friends and family.
To me, ad spending breaks down into three tiers:
When you are starting up, you should probably set aside a significant amount of money to build a patient base (since you can’t build word of mouth from nobody). For a new practice, I would say this is in the range of $75,000 to $100,000 in the first 18-24 months.
Once you have established a flow of new patients, my rule of thumb for a mid-range practice is to spend 5% of the gross revenue on advertising. This would include Yellow Pages, newsletters, Web sites and keywords, referral services, direct mail and other ads. The mix really depends on the area you operate in and what works best for you. I would keep this rate up until you reach a point where you are booked out a month or longer and can’t fit new patients in. Then it’s time to find an associate or back off some of the advertising.
Once you break past the $1 million mark, most practices I know spend around 10% of their income on advertising. The reasons for this are twofold: First, you are obviously cranking along in your practice, and presenting very well (and need new patients because once you’ve restored the mouths of all your existing patients, eventually all you will be doing is prophys). And second, your profitability is higher at this level because you’ve covered your fixed costs so you can afford to put more money into practice growth.
No matter what you do, track the results of all your advertising. Be assiduous in gathering a source for every single patient, and run reports that tell you what’s working. Many dentists misjudge their advertising because their benchmark for what a new patient should cost them is the cheapest cost per referral they ever paid. That’s not realistic. Expect to pay $100 to $200 in advertising to get a new patient. More than that’s a bit too pricey, but remember — it’s not what that new patient spends on the first visit that’s important, it’s what he or she will spend over the life of the practice.
Be sure to check out my marketing advice Web site link and get all your marketing questions answered.