Patient Attraction Episode 554: Are YOU Making These Common Dental Marketing Mistakes (Part 4)?
I love to fish. Fishing is the ultimate proof of the adage “luck is where opportunity meets preparation.” No matter what kind of fishing you do, there is little better than when you feel that tug, see that floater sink, or see the swirl around that buzzbait. You are ready, you set the hook, and you reel in your catch. And there is little worse than when you miss your chance because you are talking or reaching for a beer. Today, I’m going to tell you how many dentists are missing their opportunities with a big marketing mistake. Stay tuned.
– Hi, Colin here.
– Today I want to talk about a common mistake dentists make, and that is not preparing prospects to accept treatment and not being ready when patients are ready to pull the trigger.
– First, you have to realize that most patients aren’t necessarily ready to accept your treatment the first time you present it to them.
– This is especially true the higher the price tag.
– You just have to realize that telling someone they need an All-on-4 or even a single implant can be overwhelming, and that is BEFORE you tell them the cost.
– So you have to educate them first about the importance of what you are recommending.
– But too few doctors wait until the patient is in the chair, drop the bomb on them that they need $25,000 worth of dental surgery, and then expect them to just say yes.
– So what do dentists have to do to get patients to accept major procedures?
– It requires luck, if you think of luck being preparation plus opportunity.
– Preparation means you have prepared the patients with the information they need to see the value in your treatment plan.
– We’ll talk about this more in the future.
– Today I want to focus on the opportunity part.
– Opportunity means that two things happen in the patient’s life:
- They have some kind of dental problem that causes them pain.
– This means their gums hurt because of their dentures, they can’t eat the foods they love anymore, or they are embarrassed by their smile.
– This is physical, emotional or psychological pain.
- They have some kind of life-changing epiphany.
– Someone close to them dies, they have a major illness, a child gets married, or they are back in the dating pool.
– Suddenly their smile or teeth are important to them for non-dental reasons.
– These are the things that get people ready to make major financial investments in dental treatment.
– But are you prepared when they are ready to accept treatment?
– Do you have the internal and external systems in place to follow the old advertising adage “right message to the right audience at the right time”?
– Most dentists don’t so opportunity THAT THEY HAVE CREATED passes them by.
– That is unlucky in the worst kind of way.
– That is a fisherman sleeping on the bank while fish steal his bait.
– If you’d like to see how a dentist created his own opportunity, I encourage you to find out how Dr. Raleigh Pioch went from $800K in collections to $3.2 million in only 6 years facing one of the most competitive markets in the country.
– You can get a free download of our case study at www.piochcasestudy.com.
– We’ll take a little break from our series for the next three days.
– But I hope you’ll come back on Saturday when we’ll talk about keeping track of all of your dental prospects.
– Until then, keep moving forward.