Many of the articles and marketing tips that we write here at Jerry Jones Direct come from our clients experiences, and this one is no different.
In talking to a new client of ours yesterday, we'll call him Dr. O, I found out that he was planning to sell his practice within the next year or two.
We discussed the fact that many new dentists nowadays prefer to start their own practice rather than purchase an established practice. I pointed out many examples that I had come to know of doctors that are quite successful in starting up vs. some that I know struggle upon purchasing a practice.
That is when Dr. O started telling me what he has going for him in his practice... The first thing out of his mouth was not his patient base, equipment, or location...
...it was his staff!!!
Dr. O talked so highly about his staff and the great job they do for him every day. How they never complain, and are one of the major reasons he will be able to retire next year. He said if anyone were to start a brand new practice today, there is no way they could ever find a staff that was as loyal and as hard working as his. He considered it one of the major selling points of his practice.
Look at your own practice. Do you consider your staff an asset that raises the value of your practice? Or do you have a "good enough staff" that does just enough to get by? If they aren't the type that adds anything...then why are they there?
One other tip about selling your practice... Dr. O has just started the RARE newsletter program with us. The reason is, he can ease the transition between himself, and the partner he brings in that will own the practice within a year. Great idea, and it really shows that there are many more benefits to a monthly newsletter than just the referrals.
Have a profitable week!
Friday, May 26, 2006
Friday, May 19, 2006
Word Of Mouth
Once again, a popular marketing publication inspires a blog posting. And no, this isn't a dental marketing book, or even health care related. Just another great source of information floating out there.
Word Of Mouth marketing is growing in popularity. Over 43% of U.S. Executives cite word of mouth as a top strategy for the coming year.
Notice the functional word in the above sentence is STRATEGY. Word of mouth is not a one time effort, single promotion, or even a project. Its an all-encompassing strategy that makes word of mouth a daily conscious piece of your practice marketing strategy.
The key to any word of mouth program is frequency. You need to develop a program that makes word of mouth a part of your everyday business life. Make it visible, and participatory to everyone involved...this includes staff as well as consumers.
Below are a few pieces to the word of mouth puzzle...
1.) A Monthly Practice Newsletter: Why don't you do one? This is the easiest way to promote your practice, yourself, your office, and develop your brand in the community. 12 points of contact per year with your patient base in their home can be nothing but good for your practice.
2.) Professional Referrals: Im not talking about the endodontist down the street, i'm talking about lawyers, accountants, tow truck drivers, real estate professionals. People that have a loyal customer base. (What better way is there to target new movers than have a real estate broker tell them about you? Talk about first contact.)
3.) Your staff: If you don't get referrals from your staff, get rid of them. Joe Girard (Guiness' World's best salesman) came up with "Girard's Law Of 250" which says, "Everyone knows 250 people in his or her life important enough to invite to a wedding and to the funeral." The 250 people each of your staff members know should be coming into your practice.
4.) Your business card: How many of these are sitting in a drawer in your desk? These should be mini-postcards handed out each and every moment you have available. Leave one with the tip at dinner, give one to the bus driver, the mailman, anywhere and everywhere you can. You know 250 people too. They should all be your patients. (Bonus: Put a New Patient offer on the card!)
5.) The most important part... supervise and track! Make word of mouth a part of your daily operational proceedure. In the morning huddle, ask..."Who did you talk to about our practice yesterday?" Somedays your staff will have no leads, but it will keep it in their mind, and is a non-threatening way to remind them.
There are plenty of ways to promote word of mouth in your practice, but be aware that if you let the systems and proceedures fall by the wayside, the referrals and word of mouth in the community will drop as well.
Have a profitable week!
Word Of Mouth marketing is growing in popularity. Over 43% of U.S. Executives cite word of mouth as a top strategy for the coming year.
Notice the functional word in the above sentence is STRATEGY. Word of mouth is not a one time effort, single promotion, or even a project. Its an all-encompassing strategy that makes word of mouth a daily conscious piece of your practice marketing strategy.
The key to any word of mouth program is frequency. You need to develop a program that makes word of mouth a part of your everyday business life. Make it visible, and participatory to everyone involved...this includes staff as well as consumers.
Below are a few pieces to the word of mouth puzzle...
1.) A Monthly Practice Newsletter: Why don't you do one? This is the easiest way to promote your practice, yourself, your office, and develop your brand in the community. 12 points of contact per year with your patient base in their home can be nothing but good for your practice.
2.) Professional Referrals: Im not talking about the endodontist down the street, i'm talking about lawyers, accountants, tow truck drivers, real estate professionals. People that have a loyal customer base. (What better way is there to target new movers than have a real estate broker tell them about you? Talk about first contact.)
3.) Your staff: If you don't get referrals from your staff, get rid of them. Joe Girard (Guiness' World's best salesman) came up with "Girard's Law Of 250" which says, "Everyone knows 250 people in his or her life important enough to invite to a wedding and to the funeral." The 250 people each of your staff members know should be coming into your practice.
4.) Your business card: How many of these are sitting in a drawer in your desk? These should be mini-postcards handed out each and every moment you have available. Leave one with the tip at dinner, give one to the bus driver, the mailman, anywhere and everywhere you can. You know 250 people too. They should all be your patients. (Bonus: Put a New Patient offer on the card!)
5.) The most important part... supervise and track! Make word of mouth a part of your daily operational proceedure. In the morning huddle, ask..."Who did you talk to about our practice yesterday?" Somedays your staff will have no leads, but it will keep it in their mind, and is a non-threatening way to remind them.
There are plenty of ways to promote word of mouth in your practice, but be aware that if you let the systems and proceedures fall by the wayside, the referrals and word of mouth in the community will drop as well.
Have a profitable week!
Friday, May 12, 2006
The New Mover Market
We've had a lot of inquiries lately about our new mover market domination program, and frankly, it's a great program.
But, what are your true goals when attacking a new mover... The number one answer I receive from dentists is...
"I want to be the first dentist in the area to introduce myself to these new move-ins."
Good point, however by your statement, you have just turned your profession, dentistry, into a commodity. You are basically saying that your dental practice is the same as the one down the street, and the only difference between scoring a new patient or not is the ability to mail your brochure to the new mover's house before the other guy.
What heppened to differentiation being a competitive advantage? Making yourself and your practice so much better than the other guy's that the new mover can't help but hear about you.
Referrals are always overlooked as a great way to get new move in patients.
When people show up in a neighborhood, they'll ask their neighbors and co-workers who a good dentist is. Hopefully your patients are so impressed by your personal, caring, clinically superior treatment that when someone asks them what dentist to choose, they will recommend you.
If your only advantage is mailing a brochure before the guy down the street, maybe it is time to find a new advantage.
But, what are your true goals when attacking a new mover... The number one answer I receive from dentists is...
"I want to be the first dentist in the area to introduce myself to these new move-ins."
Good point, however by your statement, you have just turned your profession, dentistry, into a commodity. You are basically saying that your dental practice is the same as the one down the street, and the only difference between scoring a new patient or not is the ability to mail your brochure to the new mover's house before the other guy.
What heppened to differentiation being a competitive advantage? Making yourself and your practice so much better than the other guy's that the new mover can't help but hear about you.
Referrals are always overlooked as a great way to get new move in patients.
When people show up in a neighborhood, they'll ask their neighbors and co-workers who a good dentist is. Hopefully your patients are so impressed by your personal, caring, clinically superior treatment that when someone asks them what dentist to choose, they will recommend you.
If your only advantage is mailing a brochure before the guy down the street, maybe it is time to find a new advantage.
Wednesday, May 10, 2006
A Box Of Nickels
Most of you have seen the Jerry Jones Direct Wooden Nickels we use to help make our mail lumpy to generate that curiosity that works to get the envelope opened.
We use them a lot for clients in their New Mover Marketing Programs, too. I think the Wooden Nickel is one of the most impressive pieces of added material in a direct marketing campaign, period. They’re relatively inexpensive and they get people talking.
We were talking today about Wooden Nickels and we brought up an idea we are going to use at the SofTouch office. I was bragging about the fact that I had been dropping off four or five of the nickels at different businesses in town and the reactions people give me when it occurred to me that I should be getting even more of these out into the community…
After all, they work and people really do associate some real value with them. (Dr. Koultourides LOVES the Wooden Nickels and gets a great response from referrals.)
So here’s my idea: Buy about 20 or so little boxes – about 6”x6” or so. Fill them with Wooden Nickels, and send out a letter.
The letter says...
Dear Fellow Business Owner, [better still, personalize it!]
As you can see, I’ve sent you a box of Wooden Nickels. These aren’t ordinary Wooden Nickels. In fact, there’s over $8,000 worth of wood inside this little box!
That’s right! Each Wooden Nickel is worth $100 towards a New Patient Exam at my office at 3470 Liberty Road in South Salem.
I’m sending you these 80 Wooden Nickels because I know how it is when you have a great client or customer you would love to Thank for being such a great person to do business with, but you just don’t have anything handy (or cost-effective) to give to them.
I’ve solved that problem for you!
Feel free to give those people you really enjoy one of these Wooden Nickels…with your compliments!
And, we of course welcome you and all of your employees, too, and will be happy to extend this same offer to you!
Just call the number on the Nickel and we’ll see you here!
Best, Dr. David Zachary
P.S. When you call, mention this Wooden Nickel so we’re sure to give you the $100 credit. We also will bill your insurance for you and offer in-office, affordable financing for everyone!
(Check back for updates on this experiment!) For Wooden Nickel information, check here www.123-logos.com
We use them a lot for clients in their New Mover Marketing Programs, too. I think the Wooden Nickel is one of the most impressive pieces of added material in a direct marketing campaign, period. They’re relatively inexpensive and they get people talking.
We were talking today about Wooden Nickels and we brought up an idea we are going to use at the SofTouch office. I was bragging about the fact that I had been dropping off four or five of the nickels at different businesses in town and the reactions people give me when it occurred to me that I should be getting even more of these out into the community…
After all, they work and people really do associate some real value with them. (Dr. Koultourides LOVES the Wooden Nickels and gets a great response from referrals.)
So here’s my idea: Buy about 20 or so little boxes – about 6”x6” or so. Fill them with Wooden Nickels, and send out a letter.
The letter says...
Dear Fellow Business Owner, [better still, personalize it!]
As you can see, I’ve sent you a box of Wooden Nickels. These aren’t ordinary Wooden Nickels. In fact, there’s over $8,000 worth of wood inside this little box!
That’s right! Each Wooden Nickel is worth $100 towards a New Patient Exam at my office at 3470 Liberty Road in South Salem.
I’m sending you these 80 Wooden Nickels because I know how it is when you have a great client or customer you would love to Thank for being such a great person to do business with, but you just don’t have anything handy (or cost-effective) to give to them.
I’ve solved that problem for you!
Feel free to give those people you really enjoy one of these Wooden Nickels…with your compliments!
And, we of course welcome you and all of your employees, too, and will be happy to extend this same offer to you!
Just call the number on the Nickel and we’ll see you here!
Best, Dr. David Zachary
P.S. When you call, mention this Wooden Nickel so we’re sure to give you the $100 credit. We also will bill your insurance for you and offer in-office, affordable financing for everyone!
(Check back for updates on this experiment!) For Wooden Nickel information, check here www.123-logos.com
Tuesday, May 09, 2006
Joint Ventures For Dentists
Back in December I began a little project with the local Lincoln/Acura/Mercedes dealer, Valley Motors. Klaus, my sales guy, has always been great to deal with. Let me give you some background:
Klaus is absolutely first class in every aspect. The first car I ever bought from him gave me quite a shock. About 15 days or so after I took possession, I came into work one morning and a huge basket of goodies was waiting.And, about nine months later he sent me a photo of me and the car, and a calendar with the photo enlarged. It was all laminated and very first class. The food basket had to have been $100 at least. But, he recognizes the cost of a sale, the profit from a sale, and so on. In short, he knows how to run his business.
So, back in December, I visited with him while the oil was being changed (You do have someone change your oil for you don’t you? It doesn’t pay for you to spend an hour under your car when you can pay a guy to do it for $29.99! Besides, what if the car fell on you or you got oil in your eye or wracked up your hand somehow?) and asked him if I could give him a few certi.cates he could send or give to his new car buyers.
He jumped at the chance!
Now, just over a month later, the mailing has gone out and on Monday, we saw our first patient – $313 production and collections right off the bat (plus whitening, which with this offer is free, but $750 in production, just no collections).
He’s scheduled for about $1100 MORE in treatment later this week. If that is the only patient we get, it’s a home run!
(Update: This program ran through the beginning of 2005 and pulled in many affluent patients and a lot of production. If you would like a copy of the certificate and letter, FAX us at 503-371-1299 ATTN: Mercedes Certificate!)
Klaus is absolutely first class in every aspect. The first car I ever bought from him gave me quite a shock. About 15 days or so after I took possession, I came into work one morning and a huge basket of goodies was waiting.And, about nine months later he sent me a photo of me and the car, and a calendar with the photo enlarged. It was all laminated and very first class. The food basket had to have been $100 at least. But, he recognizes the cost of a sale, the profit from a sale, and so on. In short, he knows how to run his business.
So, back in December, I visited with him while the oil was being changed (You do have someone change your oil for you don’t you? It doesn’t pay for you to spend an hour under your car when you can pay a guy to do it for $29.99! Besides, what if the car fell on you or you got oil in your eye or wracked up your hand somehow?) and asked him if I could give him a few certi.cates he could send or give to his new car buyers.
He jumped at the chance!
Now, just over a month later, the mailing has gone out and on Monday, we saw our first patient – $313 production and collections right off the bat (plus whitening, which with this offer is free, but $750 in production, just no collections).
He’s scheduled for about $1100 MORE in treatment later this week. If that is the only patient we get, it’s a home run!
(Update: This program ran through the beginning of 2005 and pulled in many affluent patients and a lot of production. If you would like a copy of the certificate and letter, FAX us at 503-371-1299 ATTN: Mercedes Certificate!)
Tuesday, April 18, 2006
Developing a USP (Unique Selling Proposition)
Each day we receive dozens of phone calls from Dentists all over the United States asking for advice. We get different questions ranging from "When is my next postcard mailing?" to "What are the benefits of the patient newsletter?" and everything in between.
Lately we've come across a trend of questions such as, "How do I develop a Unique Selling Proposition?"
For those of you that don't know, a Unique Selling Proposition (USP) is that one thing that makes you different, or unique, from everyone else in your profession. It takes the commodity of dentistry, and gives you that advantage that the dentist next door doesn't have.
Ask yourself, "What do I do to make myself different from the dentist next door?"
If you said you are kind and gentle, scratch that, 99% of the dentists I talk to in a day give that same answer.
With that said, there are 3 ways to differentiate yourself from your competition.
1. Stop copying what everyone else is doing!
This is a trend in dentistry that needs to stop. Sure, there are services out there that everyone will have, but then there are options that will make you better. If you are saying, "I'll wait to see what everyone else does, and i'll copy that." It is too late. 'Everyone else' will beat you to the punch (and the patients).
2. Be the best at your craft (dentistry).
Don't settle for the top 10%, be the best. Have the best equipment, the cleanest office, the kindest staff, and do the best dentistry possible on every patient. Don't worry about new innovation, just perfect greatness...perfect dentistry.
3. Do something different.
What if you were not the "one stop shop" for dentistry, but only offered fillings? The best fillings, done by a filling specialist. Don't be someone that dabbles in fillings, be the expert. Amalgym, composite, front, back, top, bottom. Know everything about them, and soon you will become the filling expert. This one seems crazy, but there are other options...finance every patient...give away a car...the sky is the limit.
Three ways, all extreme, or tame depending on how you take it. If you want the same results, money, and recognition as everyone else, go ahead and be like them. If you want more money, recognition, and results...be different.
Lately we've come across a trend of questions such as, "How do I develop a Unique Selling Proposition?"
For those of you that don't know, a Unique Selling Proposition (USP) is that one thing that makes you different, or unique, from everyone else in your profession. It takes the commodity of dentistry, and gives you that advantage that the dentist next door doesn't have.
Ask yourself, "What do I do to make myself different from the dentist next door?"
If you said you are kind and gentle, scratch that, 99% of the dentists I talk to in a day give that same answer.
With that said, there are 3 ways to differentiate yourself from your competition.
1. Stop copying what everyone else is doing!
This is a trend in dentistry that needs to stop. Sure, there are services out there that everyone will have, but then there are options that will make you better. If you are saying, "I'll wait to see what everyone else does, and i'll copy that." It is too late. 'Everyone else' will beat you to the punch (and the patients).
2. Be the best at your craft (dentistry).
Don't settle for the top 10%, be the best. Have the best equipment, the cleanest office, the kindest staff, and do the best dentistry possible on every patient. Don't worry about new innovation, just perfect greatness...perfect dentistry.
3. Do something different.
What if you were not the "one stop shop" for dentistry, but only offered fillings? The best fillings, done by a filling specialist. Don't be someone that dabbles in fillings, be the expert. Amalgym, composite, front, back, top, bottom. Know everything about them, and soon you will become the filling expert. This one seems crazy, but there are other options...finance every patient...give away a car...the sky is the limit.
Three ways, all extreme, or tame depending on how you take it. If you want the same results, money, and recognition as everyone else, go ahead and be like them. If you want more money, recognition, and results...be different.
Friday, March 31, 2006
Reasons People Don't Buy From You
In reading DM News, a marketing trade magazine, I came across an article titled "10 Reasons People Don't Buy From You." by Peter Fogel, a copywriter and marketing expert.
One of the reasons, and one that I hold to be very important is 'You don't let folks know anything about your business.' I'm not talking about electrical bills and staff costs, I'm talking personal stuff.
As Peter puts it, "People feel more comfortable once they know whom they're buying from... Let people get to know you, which then lets them feel comfortable buying from you."
This means telling them your interests. If you are in a bridge club, talk about it. If you have a German Shepherd, tell your patients. You could create a common interest, and the fact that you share an interest or hobby with your customers can do nothing but help your business.
So, in your next newsletter, (You do send out a monthly newsletter right?), put an article in about a staff member with a new baby, or a short blurb about your horse or whatever it is you like. Your patients will look at you as more of a friend rather than just some guy with a drill.
One last note, if you only keep your eyes focussed on dental pubs all the time, you are doing nothing different for your business. Try picking up other trade publications. Try Sports Business Journal, or Entrepreneur. Take the ideas and see how they can apply to your business.
One of the reasons, and one that I hold to be very important is 'You don't let folks know anything about your business.' I'm not talking about electrical bills and staff costs, I'm talking personal stuff.
As Peter puts it, "People feel more comfortable once they know whom they're buying from... Let people get to know you, which then lets them feel comfortable buying from you."
This means telling them your interests. If you are in a bridge club, talk about it. If you have a German Shepherd, tell your patients. You could create a common interest, and the fact that you share an interest or hobby with your customers can do nothing but help your business.
So, in your next newsletter, (You do send out a monthly newsletter right?), put an article in about a staff member with a new baby, or a short blurb about your horse or whatever it is you like. Your patients will look at you as more of a friend rather than just some guy with a drill.
One last note, if you only keep your eyes focussed on dental pubs all the time, you are doing nothing different for your business. Try picking up other trade publications. Try Sports Business Journal, or Entrepreneur. Take the ideas and see how they can apply to your business.
Thursday, March 30, 2006
Resources For Finding & Recruiting Dentists
Due to (get this) marketing, we currently have a dentist in Wisconsin that is looking for an associate to help him in one of his practices. We get this question often, and wanted to give dentists out there a resource of where to find help.
Listed in no particular order:
· I Hire Dental
· Monster.com
· DentalTown Magazine Classifieds
· American Dental Association Classified in magazine (JADA)
· Dental Jobs
· www.dental.washington.edu
· www.dentalworkers.com
· www.worktree.com
The best method is to visit the schools’ websites and look for an ALUMNI section and information along the lines of Practice Opportunities. Most of these are free of charge whereas some of the above sources charge for ads. Paying a few hundred bucks to place an ad shouldn’t be a big deal. After all, you’re looking for someone who will put a few grand a week in YOUR bank account.
Listed in no particular order:
· I Hire Dental
· Monster.com
· DentalTown Magazine Classifieds
· American Dental Association Classified in magazine (JADA)
· Dental Jobs
· www.dental.washington.edu
· www.dentalworkers.com
· www.worktree.com
The best method is to visit the schools’ websites and look for an ALUMNI section and information along the lines of Practice Opportunities. Most of these are free of charge whereas some of the above sources charge for ads. Paying a few hundred bucks to place an ad shouldn’t be a big deal. After all, you’re looking for someone who will put a few grand a week in YOUR bank account.
Friday, March 24, 2006
Feedback…It’s Important to Know How We’re Doin’
Well, in case all the evidence I’ve provided in the past still brings doubts to mind…Here’s a recent comment from Dr. Busby:
The response to our “Green Card Mailing” has been exceptional. To date 31 people have made appointments. There have been no failures, patients have been receptive to treatment plans and have followed through with dental care. The ROI can’t be determined because it is still rising. We plan to add 2 more Zip Codes. –John Busby, DDS
Not bad. Not bad. What I didn’t include here, due to space constraints, is Dr. Busby’s print-out from his Dentrix software SHOWING the proof that he had seen 31 pts so far.
Have a profitable week!
The response to our “Green Card Mailing” has been exceptional. To date 31 people have made appointments. There have been no failures, patients have been receptive to treatment plans and have followed through with dental care. The ROI can’t be determined because it is still rising. We plan to add 2 more Zip Codes. –John Busby, DDS
Not bad. Not bad. What I didn’t include here, due to space constraints, is Dr. Busby’s print-out from his Dentrix software SHOWING the proof that he had seen 31 pts so far.
Have a profitable week!
Wednesday, March 22, 2006
Welcome To Jerry Jones Direct
Thanks for visiting my blog…and Congratulations on making a decision to take your practice to the next level.
I like to keep things simple. In order for my staff and I to assist you in your journey to maximum practice income, below are three areas we focus on here at Jerry Jones Direct.
The three core issues we can help you with are:
• Fine-Tune Your Practice By Providing Practice Management & Advertising Coaching via my Personal Dental Coach™ Program
• Getting New Patients (external marketing strategies)
• Retaining Your Existing Patients (internal marketing strategies)
To make your visit and experience fast, enjoyable and profitable, please visit my site at www.jerryjonesdirect.com
I like to keep things simple. In order for my staff and I to assist you in your journey to maximum practice income, below are three areas we focus on here at Jerry Jones Direct.
The three core issues we can help you with are:
• Fine-Tune Your Practice By Providing Practice Management & Advertising Coaching via my Personal Dental Coach™ Program
• Getting New Patients (external marketing strategies)
• Retaining Your Existing Patients (internal marketing strategies)
To make your visit and experience fast, enjoyable and profitable, please visit my site at www.jerryjonesdirect.com
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