Check out this call that our ClearPath Member, Dr. Wally Cantu, received right after dropping his direct mailing. If this isn’t proof that JJD’s marketing is effective, I don’t know what is!
Check out this great message from guest author, Ron Sheetz. Also, be sure to check out his “Eclipse your Competition Media Summit” October 13-14th; I’m actually a guest speaker – hope to see you there!
Did you ever hear the saying, “Too close to the forest to see the trees”? It means you can be too close to something to see it objectively.
I’m going to make a statement and run the risk of completely irritating you.
Creating marketing and advertising for a dental practice is actually easier than most make it out to be.
Because most docs are too close to the practice to see the real important stuff to communicate.
I’m sure you’ve heard it before, don’t promote the technology, promote the emotional aspects of dentistry.
It really is that simple.
There are 3 fundamentals to really good marketing and advertising:
It’s the creation of a specific message, intended for a particular market, and delivered through a media that target market pays attention and responds to.
The message is simple…
A direct response message is one that calls out to your intended audience. For example, if promoting Invisalign for kids you could tailor the message to speak to the kids, but, they’re not the ones who pay for treatment. Therefore, a message should be targeted to the parents, specifically the moms. I know, that makes perfect sense, right?
But the message often gets more complicated and ultimately doesn’t produce patients.
A common mistake is focusing on the media first, without a plan. Often that’s because the newspaper rep shows up and has a great deal on ad space. Because you need to do something you put an ad in the paper. Or the radio rep calls you and you think, “Well, we haven’t tried radio and I’ve hear that radio works, so you buy some air time. A lot of media is bought this way.
Start with your market, then craft a message that connects with them, then decide on a media. As a dentist you want patients, but what kind of patients? Do you want more hygiene? More cosmetic? More crowns and caps?
Once you know who (your market) and what will attract them you then can craft the message. The media choice then becomes easy and you’re empowered to say no to those ad reps whose media doesn’t fit your plan.
However, creating a marketing or advertising message from scratch is the hardest, most difficult place to begin. It’s like a writer sitting in front of a blank computer screen without any research beside him or her to work from.
So where do you start from?
I always start with the patient… your patient. Who else better to create a message for than the ideal patient you already have.
Attract more of them…
“Birds of a feather flock together.”
You’re practice is filled with patients you like (or at least I hope it is).
That’s only one of the nuggets I’m going to show you how to do at the Eclipse Your Competition Media Summit October 13 & 14, 2017. How to extract those powerful marketing/advertising messages from your best patients and then how to craft powerful messages that bring patients to your practice.
Your practice’s greatest asset is not the dental technology, it’s not the staff, it’s not even you…
It’s your patients. The right patients, the good patients, the ones you really like and like doing treatments on. They will tell you everything you need to know to attract more like them, when you know how to ask, what to ask and then what to do with it.
I hear it from docs all the time, “I keep attracting the wrong patients”. That’s more about getting the message, market and media wrong. Don’t start with a blank page.
I’ll show you how to extract the write messages from your patients and then how to turn it into powerful, automatic messages that attract the right patients to your practice.
Both space and time are limited for the October event. Only accepting 8 practices (primary and key person). 44 days and counting down.
Click to download the event registration form, or go HERE to request details of the entire event, including my guest speakers.
PS There are times you’re working way TOO HARD to get the results you are. Despite what you may think, there’s an easier way.
My last blot post was about bringing awareness to the massive loss businesses suffer when they don’t focus on keeping their existing customers or patients.
87% of your patient loss is due to 3 big reasons, all of which you can control!
After all, statistically speaking, you only lost 1% to death and 3% to those moving (Unless your practice is at a military base, of course, or a senior living center, and I have two Members in those situations – different challenges, there!).
And, the biggest reason patients never return to your practice?
They feel as if you don’t care about them. They feel you’re indifferent whether they return or not.
Or, perhaps, in some cases, they can’t handle the arrogance or “talking down” they get when they’re lectured.
(If that’s you, Bub… if you think you’re Gods-gift to Dentistry, remember, not a single patient of yours gives two sh*** about you, until they know you give two sh*** about them. So, my suggestion, address that attitude of yours, first.)
Here are two things you can do to coagulate the blood, stop the bleeding, halt the exodus:
1.) Send a printed monthly newsletter via the mail. If you’ve never done this, you’re missing out on the biggest secret to keep your patients surrounded by an “iron cage” and keep them from wandering out of the pasture. (Contact JJD for more information. We’ve been mailing patient newsletters to improve retention, increase referrals, and improve case acceptance, for over 20 years!)
2.) Offer that Olive Branch a few times a year to those who haven’t returned in 13 months.
Here at JJD, we have a couple options for reactivation. We have a letter to send to patients who only showed for that initial appointment and never came back. We all have those, right?
We also have a series of communications that go out for those who have become inactive over time.
What if you ONLY ever improved retention by 5% or 10%? What if you reactivated 5 to 10 patients each month on average?
What if your reputation improved? What if your practice started growing from more referrals than you ever thought possible?
All good problems to have, dear reader.
Anyway – here’s a letter we crafted recently for one of our Members that I wrote about earlier. You’ll see what’s it’s intended to accomplish after reading it.
Use it. Leverage it. See what happens. Sending a single letter like this will only cost you a dollar or $1.25. You can mail 1,000 of them for far less!
Get on it. Stop losing your patients and take action, today.
Every dental practice, every business out there, has this problem. They invest a ton of cash to generate a new patient, client, customer. People call, show up, buy whatever. But, the worst possible thing happens…after they leave, they don’t refer anyone and they never return.
The relationship is short-lived and extremely UNprofitable.
Not a single business owner I know wants a one-visit interaction with a customer. Even funeral parlors shoot for that second customer – the spouse – if there is one.
We all want ‘em: repeat visitors that pay, stay and refer!
It stands to reason that we want to do everything we can to make that first visit a positive impression.
Even doing so can and will result in losing some customers.
According to Jonathan Reeves, a columnist for sociallyin.com, the top 5 reasons why you lost customers or patients are:
3% move away.
5% form other relationships.
14% are dissatisfied with your product or service.
68% leave because they don’t believe you care.
If you look at which of those reasons you can influence, you cold potentially affect 87% of those leaving, and keep more of them…
…if you worked more diligently and systematically at never letting them go.
What would keeping 87% of those you’re losing now, mean to your practice?
If you lose 10 each month to those bottom 3 reasons (the biggest 3), and you capped that to just losing 2…after 1 year, you’d have fewer openings in hygiene, for one.
Two, you’d have less of a need for new patients. You’d be investing less in external marketing.
The value of your practice increases, too.
I won’t cover what you can do here to go from losing 10 to just 2, but rather, I wanted to make you aware of the problem…and that you’re spending buckets of duckets every month on generating new patients when it might not be 100% necessary.
Maybe it’s time to put some thought (and action) into retaining those you have and replicating them via referrals and increasing their value to your business via education and more opportunities to interact and invest in their own health.
In my next blog post, I’ll share a letter I crafted recently for one of our ClearPath Society® Members, who after seeing his ROI on a single ad run, decided to double down on his efforts to reactivate those who only showed up for one appointment.
You see, when you get a 6:1 ROI on an ad, your attention should be piqued that maybe in fact, there is some BIG value to be captured!
A couple of weeks ago I asked y’all to help me out by answering a survey about your biggest challenges in business and the results are in:
2. Operating as an effective CEO of your practice was the second challenge that dentists struggled with (coming in very close to number 1.)
3. Balancing the business side with the clinical side of practice was the least worrisome amongst dentists.
DIDN’T GET TO VOTE? VOTE NOW:
What is your biggest challenge in practice today? Is it…
All-in-all, these three were fairly close.
Thanks for helping me out by learning how to more effectively help you!
To learn more about how Jerry Jones Direct can help you reach your goals in practice, no matter what they are, a great place to start is the survey above!
Then, head on over to listen to what some of our Members are saying, here.
We’re excited to help you build the practice of your dreams!
For over two decades and for the last 15 of those years, I’ve put into practice both in my own dental office and 100s of others: Leveraging new patient offers to induce a patient (or convince) to make an appointment as a new patient.
And, I’m not alone.
Two of the most successful dentists in America agree. In a conversation on DentalTown Founder, Dr. Howard Farran’s podcast, Howard and Heartland Dental Founder, Dr. Rick Workman, agree. In the podcast, Rick and Howard start out their conversation about their first encounter:
Rick Workman: Destin, Florida, first annual 1992, March of 1992. That weekend changed my life and you had a big part of that, and I mean that sincerely. I have got some notes here, but you taught me about the value of the location versus a doctor park. You taught me internally lit signs, hammered us to death on that, and you also introduced us in your first book about the notion of economic incentives, that with someplace between taboo or non-cool, but you just pointed out that it is not about that, it is about whether you want people to come in to your office or not. Because if you do, that is what you have got to do. You made a difference in my life.
Howard Farran: Well thanks Rick, that means a lot to me. And with the economic incentives, I think one of the problems with that is they are very different with women than they are with men and women make 90% of the appointments. I mean, I have never used a coupon in my life. I couldn’t imagine sitting on the front room floor cutting out a coupon to save a quarter on Folger’s Coffee. I mean, but they make 91% of the appointments and they turn in 90% of all of the coupons.
Now, here’s the rub…and go figure, but not all “coupons” or economic incentives are created equal.
In fact, the wrong one, timed improperly, can destroy a practice by generating the wrong calls at the exact wrong time.
The right one can generate all the new patient calls you could ever want.
Here are just a few considerations you should make before you ever decide to advertise or market your practice:
– What is your offer and why? Is it a free exam? Is it a $99 exam? Does it include a cleaning? A whitening offer? WHY is it that offer?
– Who is the target market you’re after?
– Where does this target market hang out? What do they read, watch or listen to?
– What kind of offers are they receiving now from other dentists or service providers?
– What proof can you offer that yours is a great practice?
– Why should they (your target market) listen or watch or read your offer or ad?
– What’s in it for them?
These are just a few questions to ask yourself before you ever embark on running an ad, hiring a marketing firm or ad agency (like JJD, for example).
Plundering ahead without answers to these questions and asking yourself WHY at least 2 more times once you provide an initial answer, will likely yield failure.
Just reading this qualifies you for a no-cost and no-obligation 1:1 consultation with one of my personally trained Jerry Jones Direct Member Ambassadors.
Ask and you’ll also qualify for a no cost Marketing Audit and Review, personally conducted by me, a $997 value, which will reveal the hidden opportunities and threats in your practice, right now. During these 1:1 consulting sessions, it’s not at all unusual for us to uncover massive income opportunities that can immediately grow your practice.
Call today: 503-339-6000, or, submit your information here with your request!