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Patient Attraction Episode 174
Twice in recent weeks I have heard marketing experts claim that dentists should build a practice that lets them spend less time with their hands in people’s mouths and more time trying to get in their wallets. I’m Colin Receveur, and I’m going to tell you where I think those guys miss the mark when we return.
– Hey everybody, it’s June 23 and I want to discuss the idea that if a dentist wants to bring in big money, he has to give up working on patients to focus on marketing.
– I’ve heard that twice in recent weeks.
– I don’t want to start a viral war with the two guys who made those claims, so I’m not going to name names.
– But let’s think about this for a minute.
– You’re a dentist, and you want to make more money for your family.
– Or you want to spend less time in the office without giving up your lifestyle.
– These other guys’ solution? Spend less time focusing on dentistry, your expertise, to focus more time on marketing.
– Their rationale? You know more about your business than anyone else, so you are the best one to promote it.
– You can pay people to do the other things, including the dentistry.
– In fact, one of them wrote on his blog, “Outsource the things you are not passionate about.”
– My dad is a dentist. He is a fantastic dentist.
– He is also a great marketer. He really knows how to maximize bringing in the right patients.
– But first and foremost he is A DENTIST.
– Being a dentist IS what he is passionate about.
– If you are a dentist who is more passionate about marketing your practice than performingdentistry, maybe that is why your business isn’t performing at the level you want.
– Maybe it would be a good plan to hire associates and then spend your time marketing the practice.
– Do some dentists grow their practices so large that they are able to hire associates to perform all the dentistry, and all they do is manage?
– Sure. Some people I consider friends have done exactly that, and more power to them.
– But those are the vast and rare exceptions.
– One of the two (whom most of you would know by name) suggested dentist should spend their time doing the activity that is most profitable.
– In his mind, that was marketing.
– But that’s because he looks at dentistry as a commodity that can be sold as if anyone can do it.
– By that way of thinking, you could market your practice like it doesn’t matter which dentist is doing the procedures. The dentist is just an interchangeable part in the machine.
– I don’t think it works that way for most of you.
– For most of you, YOU PERFORMING DENTISTRY is your moneymaker.
– You spent years and countless hours and dollars becoming certified to become a great dentist.
– You have unique skills and abilities that others don’t have.
– That skill and ability is WHAT is marketable.
– Working with patients, solving their problems, ending their pain is what you are passionate about.
– What you want to do is divest yourself of the things that interfere with THAT.
– Sure you want to make more money on fewer patients.
– Sure you want to make more per patient so you can work fewer hours.
– Sure you want to make more for doing less.
– But do you really want to give up being a dentist so you can spend your time worrying about email campaigns, SEO, backlinks, air time buys and video shoots?
– Probably not.
– If your plan is to work hard as a dentist for 10 or 15 years so you can be successful enough to give up dentistry in favor of marketing your practice, then you’ve signed up for the longest, most-expensive on-the-job marketing internship ever.
– But if you’re a fantastic dentist who is passionate about helping people and wants to be well-compensated for his skills and knowledge, then pay someone else to deal with the bookkeeping, office management and marketing.
– This is why we focus on helping you attract the patients YOU want.
– These are the patients who help you escape relying on insurance companies.
– These are the patients looking for elective procedures.
– These are the patients who are going to increase your per-hour revenue.
– These are the patients who will allow you to make more with the same or fewer appointments.
– These are the patients who will allow you to work fewer days or sock away more money for retirement.
– These are the patients who allow you to continue to do the work that you are passionate about.
– Don’t aspire to be so successful that you can give up what you love doing.
– Giving up what you love isn’t my definition of success.
– Aspire to be so successful that you can continue that success with less effort.
– Until tomorrow, keep moving forward.