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May 16, 2017

Too many dentists are caught in a revolving door syndrome. New patients come in, have a minimal amount of work done, and disappear. There’s no patient loyalty, no effort to refer other patients, and minimal return for your marketing investment. Done properly, dentistry shouldn’t be a catch-and-release sport. You need patients who will stay, pay, and refer to grow your practice and fund your retirement. Part of the reason you’re catching the wrong “fish” is that you’re probably using the wrong bait. The vast majority of dentists market their practices on price, specials, ...

Will Your Online Dental Content Strategy Fail?

April 4, 2017

Benjamin Franklin reportedly coined the phrase, “If you fail to plan, you plan to fail.” That holds true when it comes to your dental content marketing. Many dentists treat their content marketing as an afterthought. They’ve read, or been told, that they need to produce online content, so they do. But there’s often no strategy involved or even a clearly defined goal for their content marketing efforts. That lack of planning carries the seeds of failure. 5 Steps to A Winning Content Marketing Strategy Know Your Audience Most professionals will tell you to define your ...

Your Online Dental Content Should Guide Your Prospects

October 27, 2016

The decision to purchase a product or service, or to choose a dentist, is a journey. The decision begins with the identification of a need or want. That may come as a sudden realization, such as the rapid onset of dental pain. Or the realization may grow slowly over time when a prospect has faced an unattractive smile for too long. The identification doesn’t necessarily lead to immediate action. Even patients in significant pain can delay seeking help for any number of reasons. There’s a period of deliberation where the pros and cons of taking action are weighed. Eventually, ...

Where the Dental Profits Go

June 23, 2016

I ran across two interesting studies from the ADA’s Health Policy Institute (HPI). One is from 2014, while the other is from April of this year. Both have implications for the future of dentistry in the U.S. The 2014 article noted that “From 2002 to 2012 there was an increase in the percentage of total receipts accounted for by dental firms with 20 employees or more – from 15.7 percent to 20.1 percent. The percentage of total receipts accounted for by the smallest dental firms (0 to 4 employees) fell from 19.9 percent to 16.0 percent.” Basically, larger dental firms took a chunk ...

Dental Videos: 4 Essential Qualities for Your “Stars”

February 16, 2016

There are dental videos, and there are effective dental videos. There are some obvious differences between the two. The quality of the production itself is a deciding factor; poorly lit and poorly shot video with bad sound is a non-starter. But beyond the technical aspects, the real question is, “What kinds of people are you showing?” This question applies to both patient testimonials and your “explainer” educational videos. Here are the 4 qualities that the people in your dental videos must have: 1. They’re regular “Janes” or “Joes.” In other words, ...

All Aboard the Train to Profitability

May 1, 2014

Trains are incredible inventions. It’s amazing how this country is criss-crossed with parallel beams of steel so that these marvelous machines can haul all manner of goods from one place to another. They are incredibly efficient and could be considered the backbone of the good’s industry. Yet they are limited to going only where tracks take them. But in that way, trains’ greatest weakness is their greatest strength. Trains can only go in one direction, that is, wherever the tracks are headed. That’s bad if there are no tracks where the train needs to be. But that’s good, as ...

Become One of the Rich Who Get Richer

April 22, 2014

I hope everyone had a good Easter. Today, I’m going to use a Biblical principle to help you get more and better patients. I’m going to tell you why handsome guys get beautiful girls, smart kids get all the attention and successful dentists get the best patients – in short, I’m going to explain why the rich get richer. Today I want to tell you about what sociologists call the Matthew Effect. Sociologist Robert K. Merton in 1968 originally was describing how the most famous researchers and scientists get credit when equally deserving but less well-known underlings actually do the ...

3 Numbers That Will Lead to More and Better Patients

April 8, 2014

I recently saw three numbers related to sales, and it was very clear to me that they have implications for dentists as well, especially for complex and implant dentistry. They are: ● 70% of the buying process in a complex sale is already complete before a potential customer is ready to engage with a salesperson. So in the case of dentistry, a potential client is 70 percent sure whether he or she is going to see a dentist about his or her problem, whether that is missing teeth, trouble chewing, denture problems or whatever. It’s not just about whether that patient is going to see ...

Survey Numbers Validate the Secrets We’ve Been Sharing with Clients for Years

April 3, 2014

There’s a reason for the saying, “As California goes, so goes the nation.” So I paid close attention when I saw the results of a recent survey of about 300 Californians who are most dentists’ target demographics: 60 percent affluent baby boomers, 40 percent affluent, in their late 20s to mid-30s, and interested in improving their looks (including their teeth). Here are three points that are important for dentists trying to grow their practice: ● 29 percent of those polled said they needed work done. ● Almost all (88 percent) surveyed said they have a regular dentist. ● ...

How to Hit the Marketing Bull’s-eye

March 16, 2014

I don’t know about you, but I love darts. There’s something fun about hurling thick needles attached to missile fins through the air. Today I’ll teach you how we can help you hit the bull’s-eye every time. OK, we’re not really talking about darts today. But we are going to talk about hitting the bull’s-eye with your marketing, and you’ll have a lot more success with what I’m about to tell you than the 0.14% percent chance you have of hitting the bull’s-eye in darts. See, as in the game of darts, you can hit lots of places on the dartboard and still score points. But if you ...

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