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Patient Attraction Episode 422
Yesterday, we talked about why dentists aren’t having the success they want, despite pouring thousand of dollars into getting page one rankings, Facebook Likes and page views. Today, we’re going to look at what dentists are doing to make their phones ring. Stay tuned.
– Colin here on Wednesday, May 13, for day three of our look at my Townie presentation on systems-based patient attraction.
– If you are like most dentists, you think the way to attract more patients is about telling them why you are the best dentist.
– You want to capitalize on the fact that you have:
- more continuing ed
- more training
- better equipment
- and more cool toys than your competitors.
– What you really have is a “we-we” problem.
– You have built your website and other marketing around what “we can do.”
– “We are better because…”
– “We offer this or we offer that…”
– “We are the dentist of choice.”
– You spend 80 percent of your space and time talking about yourself, and 20 percent talking about the patient.
– The fact is, that ratio should be reversed.
– You should be marketing to your patients’ perceived problems.
– You need to speak the language of your patients.
– You need to enter the conversation that is already happening.
– For instance, if you want to market dental implants, is it really a great idea to focus on the procedure?
– Do you think drilling into someone’s jaw, screwing a titanium implant and then putting a crown on top sounds appealing?
– It doesn’t.
– Was is appealing is addressing your patients’ problems.
– Talk about how they can eat the foods they love or stop wearing dentures that irritate their gums.
– Most dental marketing really is meant for other dentists.
– But most of your patients aren’t dentists.
– Think of it this way:
- Plumbing explodes in your office
- Quadruple bypass surgery
– Patients have 3 BIG questions:
- Will It Hurt?
- How Much Will It Cost?
- Is It Done Right?
– Patients want a dentist they
- and TRUST
– Those are very different things.
– I know a lot of people that I wouldn’t let hold my wallet
– Very few people would I let hold my wallet.
– People do business with people they like.
– Come back tomorrow, and I’ll tell you how the way prospects do business has changed.
– Until then, keep moving forward.