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Patient Attraction Episode 796
I know a lot of dentists, and almost all of them hate selling. But selling is traditionally a “buy now!” proposition. Attracting more and better patients requires you to move your sense of urgency to cultivating great relationships instead of pushing for the sale. I’ll be back after the break to tell you how to make the shift.
– Welcome to the Patient Attraction Podcast.
– I’m Colin Receveur, Founder and CEO of SmartBox Web Marketing.
– SmartBox works with over 450 dentists on three continents to help them attract more and better patients.
– For many of those dentists, one of the hardest mental shifts is to stop focusing on advertising.
– That’s not the same as not marketing.
– Advertising almost always has a “Buy now” focus, or at least, buy soon.
– Attracting patients requires a shift to a longer-term approach.
– Dental patients get tired of being bombarded with offers.
– If they’re not ready to buy, you can’t make them.
– What you can and should do is to give them reasons to choose you when they’re ready.
– That’s where the focus on attraction comes in.
– Dentistry is a trust-based profession.
– Your prospective patients need reasons to trust you more than your competitors.
– Your marketing has to build relationships with your patients – because trust without relationship hardly ever happens.
– You can still do some advertising if you need to.
– But that should no longer be your focus.
– Instead, concentrate on becoming a trusted resource on your website, on social media, and in interviews.
– People don’t remember “offers” for more than a week.
– Give them reasons to remember and to choose you to solve their dental problems.
– When advertising no longer worked for him, Dr. David Maloley in Colorado became a SmartBox dentist.
– “My radio results have fizzled over time, my print results have fizzled over time.
– “The two things that really provided all the flow of patients to my practice last year was the Internet and referrals.
– “My thought process for 2014 was scratch what’s not working and double down on what is working.
– “For me, it was an obvious choice to connect with you and all of your insights on marketing because I know that from becoming a student of direct response marketing, I know what good marketing looks like.”
– Dentists who focus on attracting more and better patients over time will be successful long-term.
– But first, you have to make the mental shift away from “selling.”
– Until our next podcast, keep moving forward.