It’s almost like hitting the lottery.
You’re sending postcards out, and you get a call that turns into a whole family worth of new patients. Maybe the woman of the house called and scheduled herself, her 2 kids, and her husband!
GREAT, 4 patients in one call! That’s like getting two toys in your Cracker Jacks!
What if every call could net you more than one new patient?
Well, why not take the steps to bring up your Patient Per Call (PPC) average.
Every office should have a PPC of at least 1. I would argue it should be at least 2. That means for every call you get to the office, you should net 2 new patients.
How do you increase this percentage? The same exact way you get more referrals…ASK!!!
While I was at Jerry’s SofTouch managed practice, I overheard a new patient call come in to Ann, the front office specialist, and she answered a question or two, and booked the new female patient.
Before she hung up the phone, she asked, “Are you married?” I am assuming the answer was yes because Ann then followed up with “We could get your husband in to see Dr. Zachary at the same time you come in…should I go ahead and schedule him too?”
The conversation continued until Ann had booked the wife, the husband, and 1 child. Three total patients from one call.
Ann could have easily hung up the call after the wife booked, and celebrated the single new patient, but she took it a step further…and asked a simple question, “Are you married?” These three words led to an additional 2 new patients.
On this first call, almost everyone will have someone they know, even if they are not married, that will need to make an appointment at the dentist. TO take advantage of this, add these statements to your new patient call script:
“Are you married?”
“Do you know anyone else that would like to take advantage of the offer?”
These two statements alone will help set the stage for referrals, and increase your PPC average, not to mention your marketing ROI.
Have a profitable week!!!
Tuesday, September 26, 2006
Tuesday, September 12, 2006
Creating a "WOW" experience.
Hello again, for this entry, I have decided to include video I discovered on the World Wide Web.
The video depicts a pediatric dental office. I don't know where, or who the owner is, I merely know that even as an adult, I WANT TO GO THERE!
This video takes the Walt Disney theory to heart, "Do what you do so well that people can't resist coming back for more and telling their friends to do the same."
The amazing thing about the following videos is they were uploaded to the net by a patient. The doctor possibly has no idea they are floating around. Think about it, this patient liked the office so much, s/he took a video of it, AND uploaded it for the world to see.
Do you think this person talks about this office often. I bet they do, every time s/he gets a chance.
So, action to take tip for this entry: watch the video, and think of how you can provide this type of experience for your patients.
and
The video depicts a pediatric dental office. I don't know where, or who the owner is, I merely know that even as an adult, I WANT TO GO THERE!
This video takes the Walt Disney theory to heart, "Do what you do so well that people can't resist coming back for more and telling their friends to do the same."
The amazing thing about the following videos is they were uploaded to the net by a patient. The doctor possibly has no idea they are floating around. Think about it, this patient liked the office so much, s/he took a video of it, AND uploaded it for the world to see.
Do you think this person talks about this office often. I bet they do, every time s/he gets a chance.
So, action to take tip for this entry: watch the video, and think of how you can provide this type of experience for your patients.
and
Friday, September 08, 2006
PR Nightmares
In a recent issue of The Dental Profit Report, I talked about word of mouth and how negative word of mouth spreads much quicker than positive word of mouth.
This brought me to two somewhat humorous, but very true examples.
The first comes from two regular guys and their stay at a hotel. Be aware, this presentation has not only made the rounds of the corporate office of the named company, but also has seen many millions of views on the internet, and IT IS A TRUE STORY. Click on the titles on the left of the page to advance slides.
http://www.snopes.com/business/info/badhotel/frame.htm
And, the article testifying to the truthfulness of this from Snopes which is a website that proves or disproves viral content and urban legends.
http://www.snopes.com/business/consumer/badhotel.asp
Ok, for our second example that may hit a little closer to home. Someone has actually taken the time to create and maintain a website at www.baddentist.com.
This has become a nightmare for this dentist, and due to the displeasure of the creator of this website, continues to haunt him to this day. The website picks apart every minor move this particular dentist makes and even gets additional press from the dentist himself. For you law minded doctors out there, there is no libel or slander here, because all of the information provided on the site has been proven.
Here's another to note: www.worstdentist.com.
Now hopefully, for your practice, the examples above will never happen, but that doesn't mean the negative word of mouth does not spread. There are steps to combat this negative spread, and promote positive word of mouth. I have listed a few below:
1: Treat all of your patients as if they are your only patient. They do pay the bills. Also, they do know at least 10 other people that could use your services.
2: Communcate with them often. Send a monthly newsletter or even a handwritten thank you.
3: Take care of problems immediately! Try to avoid problems, but when there is a problem, dedicate quick personal response, it will lead to happier patients.
4: Take surveys. Verbal, writen, or by phone. A simple "Id there anything we could have done to make your visit better?" is a good way to know how the patient feels about their treatment and care. It will also provide great feedback as to what you could do in the future for all your patients.
For now, that is all. Remember, your patients perception is your reality.
Have a profitable week!!!
This brought me to two somewhat humorous, but very true examples.
The first comes from two regular guys and their stay at a hotel. Be aware, this presentation has not only made the rounds of the corporate office of the named company, but also has seen many millions of views on the internet, and IT IS A TRUE STORY. Click on the titles on the left of the page to advance slides.
http://www.snopes.com/business/info/badhotel/frame.htm
And, the article testifying to the truthfulness of this from Snopes which is a website that proves or disproves viral content and urban legends.
http://www.snopes.com/business/consumer/badhotel.asp
Ok, for our second example that may hit a little closer to home. Someone has actually taken the time to create and maintain a website at www.baddentist.com.
This has become a nightmare for this dentist, and due to the displeasure of the creator of this website, continues to haunt him to this day. The website picks apart every minor move this particular dentist makes and even gets additional press from the dentist himself. For you law minded doctors out there, there is no libel or slander here, because all of the information provided on the site has been proven.
Here's another to note: www.worstdentist.com.
Now hopefully, for your practice, the examples above will never happen, but that doesn't mean the negative word of mouth does not spread. There are steps to combat this negative spread, and promote positive word of mouth. I have listed a few below:
1: Treat all of your patients as if they are your only patient. They do pay the bills. Also, they do know at least 10 other people that could use your services.
2: Communcate with them often. Send a monthly newsletter or even a handwritten thank you.
3: Take care of problems immediately! Try to avoid problems, but when there is a problem, dedicate quick personal response, it will lead to happier patients.
4: Take surveys. Verbal, writen, or by phone. A simple "Id there anything we could have done to make your visit better?" is a good way to know how the patient feels about their treatment and care. It will also provide great feedback as to what you could do in the future for all your patients.
For now, that is all. Remember, your patients perception is your reality.
Have a profitable week!!!
Wednesday, August 23, 2006
First AIDA (The timeline of Direct Response)
In direct respose advertising, there are 4 things (Acronym AIDA) you should consider both when putting a piece together, or planning your method for handling the response. I'll take you through these 4 steps, and cover both the design, and response considerations...
A = Attention
Design: This is the first thing you need to get when someone looks at your direct response piece. THis is why the Headline and USP are so important to your practice. IT will grab the correct prospects attention, and make them respond...or move onto the next step.
Response: Some prospects will respond just because your piece grabs their attention. What this means is your team will have to explain much of the piece to them. The offer, your office, and really work at selling the appointment. This makes it important to have everyone on your team know the marketing piece.
I = Interest
Design: After you have their attention, you need to build a connection with the prospect. Use benefits in your copy to build interest in your practice and why the prospect should respond. This is where you can include testimonials and credentials (years in service).
Response: If someone responds after their interest has been gained, your team may have to answer a few specific questions to sell the appointment. They want your services, but are not yet sure if your office is the right fit. This makes it important for your team to know all the specifics about your practice, and the proceedures.
D = Decision
Design: You really need to make an offer, and have a deadline. This will help to speed the prospects decision to take advantage of your services. The offer and deadline are the nail in the coffin of the decision making, and serve to lead into the final phase of response.
Response: If a person responds at the decision stage, they may be sold, but unsure. They will need to be keyed in on the deadline of the offer, and the exclusivity as well. This person wants your services, but is hesitant to make a commitment. This makes it important to have a team that is not afraid to ASK for the appointment, and close the deal.
A = Action
Design: TELL THE PROSPECT WHAT TO DO. If you want them to call, tell them. If you want them to email, tell them. Don't simply print a phone number, and hope they figure it out. Tell the prospect what they need to do.
Response: These are the respondents everyone loves. They respond and are already sold, and need no questions answered. At this point it is important for your team to create a bond with the prospect making sure they are tied into the practice. Always collect name, address, and phone number from EVERY prospect whether or not they appoint. It helps ensure the bond with your patients.
As you can see above, there are many differnt ways for someone to respond to your advertisement. Also note that only one way requires no sales skill from your staff. 3 out of 4 ways require your team to know more than just how to answer a phone.
Take these into consideration when mailing a postcard, advertising on the web, or producing a letter, and ALSO, when hiring staff. IF you need help, or have any questions, as always, give us a call at 1-800-311-1390.
Have a profitable day!
A = Attention
Design: This is the first thing you need to get when someone looks at your direct response piece. THis is why the Headline and USP are so important to your practice. IT will grab the correct prospects attention, and make them respond...or move onto the next step.
Response: Some prospects will respond just because your piece grabs their attention. What this means is your team will have to explain much of the piece to them. The offer, your office, and really work at selling the appointment. This makes it important to have everyone on your team know the marketing piece.
I = Interest
Design: After you have their attention, you need to build a connection with the prospect. Use benefits in your copy to build interest in your practice and why the prospect should respond. This is where you can include testimonials and credentials (years in service).
Response: If someone responds after their interest has been gained, your team may have to answer a few specific questions to sell the appointment. They want your services, but are not yet sure if your office is the right fit. This makes it important for your team to know all the specifics about your practice, and the proceedures.
D = Decision
Design: You really need to make an offer, and have a deadline. This will help to speed the prospects decision to take advantage of your services. The offer and deadline are the nail in the coffin of the decision making, and serve to lead into the final phase of response.
Response: If a person responds at the decision stage, they may be sold, but unsure. They will need to be keyed in on the deadline of the offer, and the exclusivity as well. This person wants your services, but is hesitant to make a commitment. This makes it important to have a team that is not afraid to ASK for the appointment, and close the deal.
A = Action
Design: TELL THE PROSPECT WHAT TO DO. If you want them to call, tell them. If you want them to email, tell them. Don't simply print a phone number, and hope they figure it out. Tell the prospect what they need to do.
Response: These are the respondents everyone loves. They respond and are already sold, and need no questions answered. At this point it is important for your team to create a bond with the prospect making sure they are tied into the practice. Always collect name, address, and phone number from EVERY prospect whether or not they appoint. It helps ensure the bond with your patients.
As you can see above, there are many differnt ways for someone to respond to your advertisement. Also note that only one way requires no sales skill from your staff. 3 out of 4 ways require your team to know more than just how to answer a phone.
Take these into consideration when mailing a postcard, advertising on the web, or producing a letter, and ALSO, when hiring staff. IF you need help, or have any questions, as always, give us a call at 1-800-311-1390.
Have a profitable day!
Tuesday, August 08, 2006
The Key To A Referral Program
For most doctors, when I say referral program, their first thought is of a patient newsletter. Now, there is nothing wrong with acknowledging that a newsletter is a great (and essential) part of building patient loyalty and referrals, but it is by no means a comprehensive part of your referral "program."
To get to where I am going with this, let's first define the word "program":
program (n): a system of projects or services intended to meet a need
In this instance, your need is referrals, and lots of them. Let's face it, without patients, there is no practice. And in the case of referrals, it is very often the place where you find your best and most loyal patients.
But now let's move to the first part "a system of products or services." The key word in this case is system. Once again, we define system as: "A functionally related group of elements." In other words, the elements all combine to create one thing...more referrals for your practice.
There are many of these elements and below I have put together a list of these pieces that should all be included in your comprehensive referral program:
Referral rewards (gift cards, gift certificates, complimentary services)
Staff referrals
Professional relationships (not only with other doctors, but why not with your real estate agent, insurance broker, and your health club trainer)
A patient newsletter
In-office signage
YOU
Patient Communication
This is far from a comprehensive list of services, but all of these are included in a referral PROGRAM.
Example CUTCO Knives: A popular job among college students in the summer, their program is based solely on referrals. At the end of the sales presentation, whether the customer buys or not, the sales person lays a sheet out in front of the buyer with 10 blank lines on it and says "I am sure you know of some other people that would be interested in hearing about the knives you saw today. If you would be so kind as to write down their name and phone number, I would appreciate it."
Usually, the customer will give 2 or 3 leads (or more) to the sales person who then calls each and makes an appointment with them. Leading to more customers, and more sales.
The above example may not translate directly into your dental practice, but it shows the power of a PROGRAM. Cutco has it laid out, scripted, and developed that there is no way the customer could not provide a referral.
The same applies to your practice...How developed is your referral program? Do you send a newsletter every now and then, and hope the patient is getting asked by one of your staff? Or does your monthly newsletter go out like clockwork, and your referral wording is such that every patient gets asked for a referral at every appointment by a specific member of your staff.
Action to take: Sit down some afternoon and put your referral PROGRAM down on paper. Figure out all the details down to whose responsibility it is to ask for the referral at the appointment and when the patient gets his/her reward (right away is best). Also figure out how to communicate your PROGRAM to your patients (newsletter, in-office signage, staff). Then, the biggest key is to implement the program, and SUPERVISE the implementation. And of course, watch your referrals grow.
Then you will truly have "a system of projects or services intended to meet a need."
Have a profitable week!!!
To get to where I am going with this, let's first define the word "program":
program (n): a system of projects or services intended to meet a need
In this instance, your need is referrals, and lots of them. Let's face it, without patients, there is no practice. And in the case of referrals, it is very often the place where you find your best and most loyal patients.
But now let's move to the first part "a system of products or services." The key word in this case is system. Once again, we define system as: "A functionally related group of elements." In other words, the elements all combine to create one thing...more referrals for your practice.
There are many of these elements and below I have put together a list of these pieces that should all be included in your comprehensive referral program:
Referral rewards (gift cards, gift certificates, complimentary services)
Staff referrals
Professional relationships (not only with other doctors, but why not with your real estate agent, insurance broker, and your health club trainer)
A patient newsletter
In-office signage
YOU
Patient Communication
This is far from a comprehensive list of services, but all of these are included in a referral PROGRAM.
Example CUTCO Knives: A popular job among college students in the summer, their program is based solely on referrals. At the end of the sales presentation, whether the customer buys or not, the sales person lays a sheet out in front of the buyer with 10 blank lines on it and says "I am sure you know of some other people that would be interested in hearing about the knives you saw today. If you would be so kind as to write down their name and phone number, I would appreciate it."
Usually, the customer will give 2 or 3 leads (or more) to the sales person who then calls each and makes an appointment with them. Leading to more customers, and more sales.
The above example may not translate directly into your dental practice, but it shows the power of a PROGRAM. Cutco has it laid out, scripted, and developed that there is no way the customer could not provide a referral.
The same applies to your practice...How developed is your referral program? Do you send a newsletter every now and then, and hope the patient is getting asked by one of your staff? Or does your monthly newsletter go out like clockwork, and your referral wording is such that every patient gets asked for a referral at every appointment by a specific member of your staff.
Action to take: Sit down some afternoon and put your referral PROGRAM down on paper. Figure out all the details down to whose responsibility it is to ask for the referral at the appointment and when the patient gets his/her reward (right away is best). Also figure out how to communicate your PROGRAM to your patients (newsletter, in-office signage, staff). Then, the biggest key is to implement the program, and SUPERVISE the implementation. And of course, watch your referrals grow.
Then you will truly have "a system of projects or services intended to meet a need."
Have a profitable week!!!
Tuesday, August 01, 2006
Are the inmates running the asylum?
It disappoints me a little that I even have to write a blog with the following content. In the past 4 years, I have seen dentistry as one of the industries making the most strides in its marketing and overall brand management.
But a call last week really reversed my outlook and made me realize that there are still some doctors out there that allow their staff to dictate how the business is run, and it is costing them dearly.
A "front office" member from a new dental client of ours called and expressed her discomfort with a part of the new client agreement we review with each doctor that uses our service. Basically, the line said "You agree to keep a log of all incoming new patient call activity..."
The front office member in question explained that she did not have the time to collect the callers name, address, and phone number over the phone, and that she waits until they come into the office. It would really "cramp" her schedule to have to collect and spend that time with every new caller that is interested in the doctors services.
Let me state that again... It would really "cramp" HER schedule to have to collect and spend that time with every new caller that is interested in the doctors services.
Im sorry, but is dentistry not about the patients anymore? Is it so wrong to spend a little time explaining your offerings to a new lead in order to make them a patient?
There is no doubt in my mind, if asked, the doctor would say how they care so much for their patients and they would do anything to make them comfortable and healthy...
Like make an appointment reminder phone call, or even mail the new patient forms to the patient so they don't have to sit in the office and fill them out, or even call a no-show. I bet this doctor leads the city in no-show first appointments.
The worst part about this whole scenario is that the doctor has no idea what is going on, and exactly how much money he is losing. He has let the FO designate his practice style, and in doing so is losing money hand over fist.
Its not a matter of micro-managing, but a matter of just managing. Put some standard operating proceedures in place, and stick to them. Keep your front office staff accountable for their actions, and make them aware of the vision you have for the business. That is part of owning a business.
As for the dentist, make sure to collect the NAME, ADDRESS, PHONE NUMBER, AND SOURCE of every call into your office from a new lead whether they schedule or not. You would pay hundreds, if not thousands of dollars for a list of people interested in your services, so take advantage of the ones who come to you (after all, you pay people like me to drive call to your office). Ask for the appointment, and if they do not appoint, or no-show, you have a backup plan, and a name of a person you know is interested in making their mouth healthy.
Have a profitable week!
But a call last week really reversed my outlook and made me realize that there are still some doctors out there that allow their staff to dictate how the business is run, and it is costing them dearly.
A "front office" member from a new dental client of ours called and expressed her discomfort with a part of the new client agreement we review with each doctor that uses our service. Basically, the line said "You agree to keep a log of all incoming new patient call activity..."
The front office member in question explained that she did not have the time to collect the callers name, address, and phone number over the phone, and that she waits until they come into the office. It would really "cramp" her schedule to have to collect and spend that time with every new caller that is interested in the doctors services.
Let me state that again... It would really "cramp" HER schedule to have to collect and spend that time with every new caller that is interested in the doctors services.
Im sorry, but is dentistry not about the patients anymore? Is it so wrong to spend a little time explaining your offerings to a new lead in order to make them a patient?
There is no doubt in my mind, if asked, the doctor would say how they care so much for their patients and they would do anything to make them comfortable and healthy...
Like make an appointment reminder phone call, or even mail the new patient forms to the patient so they don't have to sit in the office and fill them out, or even call a no-show. I bet this doctor leads the city in no-show first appointments.
The worst part about this whole scenario is that the doctor has no idea what is going on, and exactly how much money he is losing. He has let the FO designate his practice style, and in doing so is losing money hand over fist.
Its not a matter of micro-managing, but a matter of just managing. Put some standard operating proceedures in place, and stick to them. Keep your front office staff accountable for their actions, and make them aware of the vision you have for the business. That is part of owning a business.
As for the dentist, make sure to collect the NAME, ADDRESS, PHONE NUMBER, AND SOURCE of every call into your office from a new lead whether they schedule or not. You would pay hundreds, if not thousands of dollars for a list of people interested in your services, so take advantage of the ones who come to you (after all, you pay people like me to drive call to your office). Ask for the appointment, and if they do not appoint, or no-show, you have a backup plan, and a name of a person you know is interested in making their mouth healthy.
Have a profitable week!
Thursday, July 20, 2006
Who's Doing It Right?
For this entry into the JJD blog, I figured I would share some stories from the "real world" and let you know who is doing things right in the areas of marketing. I have a couple of local examples, and then one very big national example that anyone in business can learn something from. A big key to each of these is not only doing something right, but just doing something!
Sip
Sip is a small deli type store that offers "bubble drinks." What are bubble drinks? Well, if you don't know, google it, because I am sure that I couldn't explain it correctly.
Walking by sip on at least a weekly basis, I had always wondered what a bubble drink was. I had never stopped in because I was unwilling to risk $3 of my own cash trying one, when I could go to Starbucks down the street and buy something I knew I liked.
Well, in walking by on Monday, there was a nice young lady outside of Sip passing out FREE samples of bubble drinks. Try one? Of course I would, and what I found out was bubble drinks are absolutely delicious, and the banana creme frappucino at Starbucks fell far short in taste comparison.
Whats the lesson? A free sample, and a little bit of customer education has turned me on to bubble drinks. As a person, I was very leary, and uneducated on the taste of them until I was offered a sample for FREE. Best part, no commitment for me, and a new weekly customer for Sip. (They probably gained a few new customers that day.)
Woodhams Eye Clinic
"Atlanta's only 20/20 or FREE Lasik Guarantee"
Pretty strong stuff in that above statement, especially for a huge city like Atlanta, but let's look closer at what they have done...
USP: Atlanta's ONLY - talk about a strong diferentiation statement. They not only have a guarantee, but they told me that no other Lasik clinic does in this city. Makes the consumer decision easy.
Guarantee: Risk free to me...I see better, or I don't pay. That simple. No risk for me at all.
Billboard: 7 total words, a telephone number, and a website... They've said everything they need to in SEVEN total words. Thats the power of a USP...it sums everything up quickly and easily.
Website (woodhams.com): Focused on selling...Testimonials, FREE evaluation, and some patient education. Focussed on getting the patient.
JEEP 30 Day Return
Jeep has taken the risk out of purchasing a vehicle by offering a 30 day return on any Jeep vehicle purchased.
Now i'm sure the other companies will follow suit eventually, but right now, they are all screaming "ARE YOU CRAZY?" They envision thousands of returns, and people buying cars, driving them for 29 days, and returning them. (Jeep will profit from being different and the first to offer this.)
Chances are, there will be some returns, but Jeep also realizes it has a superior product and they are not scared to show it. They will gain a ton of customers that feel relieved they get to drive a vehicle for 30 days before they need to make a final decision. After 30 days, the buyers will have already seen the comfort and superiority of a Jeep vehicle.
I know some of you read the small print as well, and all the fees that are associated with the return. That won't scare anyone away from buying a Jeep, or from returning it. People know there are fees associated with a vehicle, and it still will dramatically lower the risk from being stuck with a $30,000 vehicle for a few years, or paying $400 to get out of a contract.
Learn from all three of these examples, and notice one thing...they all reduce the risk of the new consumer.
Have a profitable week!
Sip
Sip is a small deli type store that offers "bubble drinks." What are bubble drinks? Well, if you don't know, google it, because I am sure that I couldn't explain it correctly.
Walking by sip on at least a weekly basis, I had always wondered what a bubble drink was. I had never stopped in because I was unwilling to risk $3 of my own cash trying one, when I could go to Starbucks down the street and buy something I knew I liked.
Well, in walking by on Monday, there was a nice young lady outside of Sip passing out FREE samples of bubble drinks. Try one? Of course I would, and what I found out was bubble drinks are absolutely delicious, and the banana creme frappucino at Starbucks fell far short in taste comparison.
Whats the lesson? A free sample, and a little bit of customer education has turned me on to bubble drinks. As a person, I was very leary, and uneducated on the taste of them until I was offered a sample for FREE. Best part, no commitment for me, and a new weekly customer for Sip. (They probably gained a few new customers that day.)
Woodhams Eye Clinic
"Atlanta's only 20/20 or FREE Lasik Guarantee"
Pretty strong stuff in that above statement, especially for a huge city like Atlanta, but let's look closer at what they have done...
USP: Atlanta's ONLY - talk about a strong diferentiation statement. They not only have a guarantee, but they told me that no other Lasik clinic does in this city. Makes the consumer decision easy.
Guarantee: Risk free to me...I see better, or I don't pay. That simple. No risk for me at all.
Billboard: 7 total words, a telephone number, and a website... They've said everything they need to in SEVEN total words. Thats the power of a USP...it sums everything up quickly and easily.
Website (woodhams.com): Focused on selling...Testimonials, FREE evaluation, and some patient education. Focussed on getting the patient.
JEEP 30 Day Return
Jeep has taken the risk out of purchasing a vehicle by offering a 30 day return on any Jeep vehicle purchased.
Now i'm sure the other companies will follow suit eventually, but right now, they are all screaming "ARE YOU CRAZY?" They envision thousands of returns, and people buying cars, driving them for 29 days, and returning them. (Jeep will profit from being different and the first to offer this.)
Chances are, there will be some returns, but Jeep also realizes it has a superior product and they are not scared to show it. They will gain a ton of customers that feel relieved they get to drive a vehicle for 30 days before they need to make a final decision. After 30 days, the buyers will have already seen the comfort and superiority of a Jeep vehicle.
I know some of you read the small print as well, and all the fees that are associated with the return. That won't scare anyone away from buying a Jeep, or from returning it. People know there are fees associated with a vehicle, and it still will dramatically lower the risk from being stuck with a $30,000 vehicle for a few years, or paying $400 to get out of a contract.
Learn from all three of these examples, and notice one thing...they all reduce the risk of the new consumer.
Have a profitable week!
Friday, July 14, 2006
Don't Blame It On The Media
As I was talking to a future client of ours yesterday, he brought up a semi-valid argument against any marketing out there...
"James, I've tried postcards before, they don't work for my practice."
This is a common reason for resistence to any marketing. You can replace "postcards" in the above statement with anything. (websites, new movers, newsletters, newspaper ads, etc.)
Here at Jerry Jones Direct, we realize that there is more than one way to make a postcard, and many variables that go into it. Variables like: headline, offer, copy, postage, and color just to scrape the surface. Add pictures, and benefits in there just for good measure.
You see, just because one postcard doesn't work, doesn't mean all postcards are flawed and won't work.
Don't blame the media...blame the message.
It would be similar to saying... That toothpaste tasted horrible, i'll never use toothpaste again. Toothpaste (like postcards) isn't bad, it is whats in the toothpaste (or on the postcards) that affects the taste (and results).
Take a look at your mail, and each postcard you receive, notice how different the message/design is. And yet they are all postcards.
Same goes for new movers, newsletters, and any other advertising. If you don't have the right message, the marketing will fail no matter what media you use.
This is the big key to success behind our Simple Green Postcard Marketing Program. Yes, it is a postcard. But it's not the media, it's the Simple, Direct message and offer that makes it so effective.
So instead of "James, postcards don't work in my practice." say "James, my last postcard was a dud, but I would like to hear how yours is different and how it will draw patients to my practice."
Have a profitable day!!!
JAMES
"James, I've tried postcards before, they don't work for my practice."
This is a common reason for resistence to any marketing. You can replace "postcards" in the above statement with anything. (websites, new movers, newsletters, newspaper ads, etc.)
Here at Jerry Jones Direct, we realize that there is more than one way to make a postcard, and many variables that go into it. Variables like: headline, offer, copy, postage, and color just to scrape the surface. Add pictures, and benefits in there just for good measure.
You see, just because one postcard doesn't work, doesn't mean all postcards are flawed and won't work.
Don't blame the media...blame the message.
It would be similar to saying... That toothpaste tasted horrible, i'll never use toothpaste again. Toothpaste (like postcards) isn't bad, it is whats in the toothpaste (or on the postcards) that affects the taste (and results).
Take a look at your mail, and each postcard you receive, notice how different the message/design is. And yet they are all postcards.
Same goes for new movers, newsletters, and any other advertising. If you don't have the right message, the marketing will fail no matter what media you use.
This is the big key to success behind our Simple Green Postcard Marketing Program. Yes, it is a postcard. But it's not the media, it's the Simple, Direct message and offer that makes it so effective.
So instead of "James, postcards don't work in my practice." say "James, my last postcard was a dud, but I would like to hear how yours is different and how it will draw patients to my practice."
Have a profitable day!!!
JAMES
Friday, July 07, 2006
Patient Education and How Your Marketing Suffers
In reviewing some Yellow Pages ads for clients today, I noticed one thing common to them.
They both listed CEREC as one of the features of their office.
CEREC One Day Crowns/Onlays
Before I go any further, let me say that I love CEREC, it really provides a great service to the patient, and I think that no dental practice should be without one.
With that said, the general public wouldn't know the difference between a CEREC and a Subaru.
Just because I am in the dental industry, I know CEREC stands for Chairside Economical Restoration of Esthetic Ceramics. I also know that because I just checked the website...
But ask any person off the street what CEREC stands for, and they will just give you a blank look. Heck, most people don't know what LASER or RADAR stand for, or even that they are acronyms.
The fact is, if you are going to promote CEREC, you need to make sure to break it down into its pieces. Make it so simple, a 5th grader could understand it (thats the method USA Today uses). Don't trust that your patients know what you know. They don't spend years in dental school, attending CE courses, or even subscribe to DentalTown Magazine. They know little if anything about dentistry and the technology that accompanies it.
"Crowns in one visit" is a good start, but remember, how many people out there know what a crown is, and more importantly, what problems it solves. That's the key, and here is the advertisement.
Do you experience or have:
Pain when chewing?
Sensitivity to cold or hot food and drinks?
Chipped or cracked teeth?
Then you may need a dental crown. Come in and experience the convenience of our ONE VISIT crown service with the help of our CEREC aided design. With CEREC, we take pictures of the broken, chipped, or cracked tooth then design, construct, and attach the permanent restoration to your tooth, many times in one visit. At other dental offices you'll have to wait sometimes up to 2 weeks for the restoration to return, but with our CEREC technology, we'll have your smile bright, healthy, and pain free in ONE VISIT.
Ok, so it is quite a rough example,. but you get the picture. With the advancements in dental technology nowadays, you need to really educate your patients on how your services can benefit them.
ATTN: This is a very focussed advertisement, targeting only those with dental pain. It will not draw those in that are simply looking for a general dentist.
And most importantly, remember, 99.9% of your patients have never been to dental school.
They both listed CEREC as one of the features of their office.
CEREC One Day Crowns/Onlays
Before I go any further, let me say that I love CEREC, it really provides a great service to the patient, and I think that no dental practice should be without one.
With that said, the general public wouldn't know the difference between a CEREC and a Subaru.
Just because I am in the dental industry, I know CEREC stands for Chairside Economical Restoration of Esthetic Ceramics. I also know that because I just checked the website...
But ask any person off the street what CEREC stands for, and they will just give you a blank look. Heck, most people don't know what LASER or RADAR stand for, or even that they are acronyms.
The fact is, if you are going to promote CEREC, you need to make sure to break it down into its pieces. Make it so simple, a 5th grader could understand it (thats the method USA Today uses). Don't trust that your patients know what you know. They don't spend years in dental school, attending CE courses, or even subscribe to DentalTown Magazine. They know little if anything about dentistry and the technology that accompanies it.
"Crowns in one visit" is a good start, but remember, how many people out there know what a crown is, and more importantly, what problems it solves. That's the key, and here is the advertisement.
Do you experience or have:
Pain when chewing?
Sensitivity to cold or hot food and drinks?
Chipped or cracked teeth?
Then you may need a dental crown. Come in and experience the convenience of our ONE VISIT crown service with the help of our CEREC aided design. With CEREC, we take pictures of the broken, chipped, or cracked tooth then design, construct, and attach the permanent restoration to your tooth, many times in one visit. At other dental offices you'll have to wait sometimes up to 2 weeks for the restoration to return, but with our CEREC technology, we'll have your smile bright, healthy, and pain free in ONE VISIT.
Ok, so it is quite a rough example,. but you get the picture. With the advancements in dental technology nowadays, you need to really educate your patients on how your services can benefit them.
ATTN: This is a very focussed advertisement, targeting only those with dental pain. It will not draw those in that are simply looking for a general dentist.
And most importantly, remember, 99.9% of your patients have never been to dental school.
Thursday, June 22, 2006
15 New Patients in 8 Hours!
I have to share our most recent "home-run" patient attraction strategy with you!
It hit yesterday ... 15 NPs in 8 hours!
I tried to call Rachel (My Front Office) several times during the day, and every timeI called, I got, "Can I call you back, I have two people on the other lines!"
THAT is an excellent response to an ad!
The best part: $1,100 total investment!
Wait though...I do have one other thing I want to add:
Each patient will have an initial value of $99 to the practice.
Based on the last time we ran this ad (we run it two-times a year,and every time we've ran it, results have been this good orBETTER!), each patient will have a value, by the end of their 3rd month in the practice, of about $1,110.00.
Every patient responding also has potential for major cosmetic work.
If you woke up in a 5 mile radius of my office and picked up the paper, here is what you saw...
One last thing: Please, PLEASE do not copy this ad verbattim. This is a copyright protected ad and I'm providing it to you as an example only. The media choice is obvious, so take advantage of being...FRONT PAGE NEWS!
Good Luck...And to YOUR *Profits*!
~Jerry
It hit yesterday ... 15 NPs in 8 hours!
I tried to call Rachel (My Front Office) several times during the day, and every timeI called, I got, "Can I call you back, I have two people on the other lines!"
THAT is an excellent response to an ad!
The best part: $1,100 total investment!
Wait though...I do have one other thing I want to add:
Each patient will have an initial value of $99 to the practice.
Based on the last time we ran this ad (we run it two-times a year,and every time we've ran it, results have been this good orBETTER!), each patient will have a value, by the end of their 3rd month in the practice, of about $1,110.00.
Every patient responding also has potential for major cosmetic work.
If you woke up in a 5 mile radius of my office and picked up the paper, here is what you saw...
One last thing: Please, PLEASE do not copy this ad verbattim. This is a copyright protected ad and I'm providing it to you as an example only. The media choice is obvious, so take advantage of being...FRONT PAGE NEWS!
Good Luck...And to YOUR *Profits*!
~Jerry
Tuesday, June 20, 2006
How To Achieve A 1:1 Return On Investment
In my daily contact with our dental partners about their practice marketing, I tend to recieve a lot of questions, many come more frequently than others, so today, I am going to talk about one simple question that I get from almost every client out there.
How many patients should I expect?
Well, #1 it depends on the type of marketing...are we sending postcards for you, or are we doing our RARE newsletter system?
For this example we'll use the Simple Green Postcard Program. This external marketing program produces 1500 cards every three weeks, and averages 6 to 8 patients per mailing.
Let's say, however, you are like Dr. H from Michigan. His first mailing in the postcard system brought in 4 patients...OH NO, 4 patients! That's below average for what you usually get!
Now hold on, let me continue, if those 4 patients come in and each spend $250, that is $1000 that you have made. This more than covers the $993.27 you paid for the mailing.
"But James," you say, "That doesn't include overhead or anything, and that is only a 1:1 R.O.I."
Well that is correct doctor, but let me tell you this, is dentistry a one-time transaction business? Or is it a business where you can create and develop relationships with people, locking them in not only as lifetime patients, but also, lifetime friends?
Knowing how any business operates, I would take a 1:1 R.O.I. anyday because I know that:
A: I will show on that first visit that I am the best at my craft.
B: I will prove that the new patient will get treated better than they ever treated before.
C: I will make sure to dedicate some time/money to keeping them around as long as possible.
With those 3 things I can not only keep this new patient around, but also build word of mouth.
As Walt Disney once said, "Do what you do so well that they will want to see it again and bring their friends. "
If you do that, you will never need more than a 1:1 R.O.I.
How many patients should I expect?
Well, #1 it depends on the type of marketing...are we sending postcards for you, or are we doing our RARE newsletter system?
For this example we'll use the Simple Green Postcard Program. This external marketing program produces 1500 cards every three weeks, and averages 6 to 8 patients per mailing.
Let's say, however, you are like Dr. H from Michigan. His first mailing in the postcard system brought in 4 patients...OH NO, 4 patients! That's below average for what you usually get!
Now hold on, let me continue, if those 4 patients come in and each spend $250, that is $1000 that you have made. This more than covers the $993.27 you paid for the mailing.
"But James," you say, "That doesn't include overhead or anything, and that is only a 1:1 R.O.I."
Well that is correct doctor, but let me tell you this, is dentistry a one-time transaction business? Or is it a business where you can create and develop relationships with people, locking them in not only as lifetime patients, but also, lifetime friends?
Knowing how any business operates, I would take a 1:1 R.O.I. anyday because I know that:
A: I will show on that first visit that I am the best at my craft.
B: I will prove that the new patient will get treated better than they ever treated before.
C: I will make sure to dedicate some time/money to keeping them around as long as possible.
With those 3 things I can not only keep this new patient around, but also build word of mouth.
As Walt Disney once said, "Do what you do so well that they will want to see it again and bring their friends. "
If you do that, you will never need more than a 1:1 R.O.I.
Tuesday, June 06, 2006
Think And Grow Rich
Some of you may recognize the above title as a book by Napoleon Hill about your mental state and how it impacts your wealth.
In watching one of my favorite television programs, Inked, the other night, I was reminded of how destructive a persons negativity can be.
The owner of the tattoo shop featured in the show, Carey Hart, was in the process of getting an online store up and running to sell his logo merchandise. He was at his wharehouse with the merchandise manager when the first shipment came in, so Carey pulled out some hats.
Carey was quite bent out of shape because the hats were white with a pink logo. Immediately he targeted the merchandise manager who claims that the pink logoed hats were not what he ordered. Carey was mad because he knew guys would never buy a pink logoed hat, and the hats were to big to sell to women. 12 boxes of hats no one would buy.
As time went on, Carey kept complaining about the hats, while the merchandise manager set into action. He immediately made it mandatory for the front staff at the tattoo shop to wear the hats and mention them to everyone through the door.
Two weeks later, Carey was back in the wharehouse looking around, and the merchandise manager reported to him that he had sold all of the hats except for one box. Carey was more than relieved.
The moral of the story is...If Carey's attitude would have gotten the merchandise manager down and discouraged, the hats would not have sold, contributing to a self-fulfilling prophecy. Carey could have then said "I told you so."
How does this effect you? When you go into an op to present treatment, assume the answer will be yes. Be surprised when someone turns down treatment, and watch your confidence and acceptance rates soar. Watch the attitude of your staff improve as you see more of the glass half full.
Don't get stuck with the hats.
Have a profitable week!!!
In watching one of my favorite television programs, Inked, the other night, I was reminded of how destructive a persons negativity can be.
The owner of the tattoo shop featured in the show, Carey Hart, was in the process of getting an online store up and running to sell his logo merchandise. He was at his wharehouse with the merchandise manager when the first shipment came in, so Carey pulled out some hats.
Carey was quite bent out of shape because the hats were white with a pink logo. Immediately he targeted the merchandise manager who claims that the pink logoed hats were not what he ordered. Carey was mad because he knew guys would never buy a pink logoed hat, and the hats were to big to sell to women. 12 boxes of hats no one would buy.
As time went on, Carey kept complaining about the hats, while the merchandise manager set into action. He immediately made it mandatory for the front staff at the tattoo shop to wear the hats and mention them to everyone through the door.
Two weeks later, Carey was back in the wharehouse looking around, and the merchandise manager reported to him that he had sold all of the hats except for one box. Carey was more than relieved.
The moral of the story is...If Carey's attitude would have gotten the merchandise manager down and discouraged, the hats would not have sold, contributing to a self-fulfilling prophecy. Carey could have then said "I told you so."
How does this effect you? When you go into an op to present treatment, assume the answer will be yes. Be surprised when someone turns down treatment, and watch your confidence and acceptance rates soar. Watch the attitude of your staff improve as you see more of the glass half full.
Don't get stuck with the hats.
Have a profitable week!!!
Friday, June 02, 2006
Fuel Up To Drive Your Practice
Guest Column By Hillary O’Callaghan
Apparently, the oil industry isn’t the only one cashing in on the skyrocketing gas prices. In South Dakota, Dr. John is taking advantage of the soaring gas prices; while his patients are cashing in at the pump, his referrals numbers may be increasing at a rate faster than that Exxon Mobil sign down the street.
Dentists are often baffled at how to reach their audience in a way that will excite them. After all, everyone has teeth, so the audience is pretty much everyone in your area. How are you going to reach all these people, from all different walks of life, in a personal and relevant manner? The answer is usually through a lot of market research.
So how did Dr. John fashion this win-win situation? Using his monthly patient newsletter as the vehicle (no pun intended), he is announcing his new referral rewards program: For every friend or family member referred to his office, Dr. John will award his referring patient with a $30.00 gas card. We’ll be sending this announcement to his best referring patients (those most likely to refer to him) to elicit the best response to the promotion.
You too can generate more referrals AND help your existing patients with this ever-increasing burden. Simply offer an incentive that will hit home with your patients. The response just might be enough to fill your tank.
Apparently, the oil industry isn’t the only one cashing in on the skyrocketing gas prices. In South Dakota, Dr. John is taking advantage of the soaring gas prices; while his patients are cashing in at the pump, his referrals numbers may be increasing at a rate faster than that Exxon Mobil sign down the street.
Dentists are often baffled at how to reach their audience in a way that will excite them. After all, everyone has teeth, so the audience is pretty much everyone in your area. How are you going to reach all these people, from all different walks of life, in a personal and relevant manner? The answer is usually through a lot of market research.
So how did Dr. John fashion this win-win situation? Using his monthly patient newsletter as the vehicle (no pun intended), he is announcing his new referral rewards program: For every friend or family member referred to his office, Dr. John will award his referring patient with a $30.00 gas card. We’ll be sending this announcement to his best referring patients (those most likely to refer to him) to elicit the best response to the promotion.
You too can generate more referrals AND help your existing patients with this ever-increasing burden. Simply offer an incentive that will hit home with your patients. The response just might be enough to fill your tank.
Friday, May 26, 2006
How To Sell Your Practice
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!
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 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.
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