Patient Attraction Episode 423
The Internet has changed our lives so dramatically, that patients no longer decide which dentist to choose the same way they did even 10 or 15 years ago. I’ll explain more when we return.
– Colin here on day 4 of our look at my presentation to the Townie meeting in Las Vegas last month.
– Yesterday I told you how dentists are missing the target with the way they market.
– Today, I want to tell you why they are missing the target.
– The Internet has caused a permanent shift in the patient decision-making process.
– Pre-Internet, purchasers of a good or service went through a 3-step process:
- Stimulus: This could have been seeing a newspaper ad, TV ad, radio ad, direct mail, billboard, or even seeing your sign at your building.
- The first moment of truth: this is when the consumer saw the product on the shelf or decided to call and set an appointment.
- Then they had a second moment of truth: this is their experience with the product or service that made them decide whether to purchase again.
– So in the old day, you would offer a free consult.
– Patients HAD to come in to meet you.
– The WOW experience in their office kept them thanks to your great staff, beautiful office, personable nature, etc.
– The purchaser experience is much more complicated now
- Stimulus: this works in much the same way but you must add elements from the Internet.
- Then there is a zero moment of truth where the consumer researches a product or service.
– This is where they will read reviews, watch videos, and ask their social networks.
- The first moment of truth is the point of purchase.
- The second moment of truth is their experience.
- But the ULTIMATE moment of truth is what they share about their experience.
– Share via video, social networks, backlinks and reviews.
– These all contribute to our reputation that become future consumers’ zero moment of truth.
– The modern consumer:
- Makes snap decisions while on the move.
- Yankelvich Inst.: 3,000 to 20,000 messages daily
- Free consult for validation only
- 2005: Video, Mobile, Reviews, Local, Phone Track, ARs
- Google’s book “ZMOT” says the average shopper uses 10.4 sources before making decision.
- The National Sales Executive Association says 90% of sales close after 7 to 12 touches.
– So if you are marketing the same way now that you did 10 or even 5 years ago, you need to make big changes if you want to attract more and better patients.
– Coming tomorrow, our industry-leading patient attraction system.
– Until then, keep moving forward.