The Secret of Special Offers

Patient Attraction Episode 243

Hi again, Colin here on Friday, Oct. 24, and I’m going to tell you about how to make special offers work for you in your print marketing and on your website. Stay tuned.

– We’ve spent the last two days looking at dos and don’ts of print advertising from my colleagues Mike Abernathy and Max Gotcher at Summit Practice Solutions.

– I’ve then told you how those dos and don’ts apply to websites.

– Today, we’re going to look at one of the foundational items in most dental print ads: the special offer.

– This is the lure you use to bring prospective patients into your office.

– You want to use this special offer as a loss-leader: something you can give for free or at a substantially reduced price in order to secure the person as a staying, paying and referring patient.

– Mike identities two key elements to making a successful offer.

– The first is choose the right offers.

– He says that people are looking for a low-cost, low-stress way to meet you to find out what’s wrong with their teeth.

– So offering a service people need for free is the best approach, though low dollar amounts (like $1) can work too.

– And what do you offer?

– Try free X-rays, free emergency exam or free second opinion.

– Coupled with consumer-friendly hours, like before and after work and on weekends, this can be a real winner.

– Mike warns against using a cosmetic, sedation or implant offer.

– Most potential patients aren’t looking for those services yet.

– Besides, the free offer is the lure to get them into the office so they feel comfortable getting those profitable procedures.

– You don’t want to give them away right off the bat.

– As this relates to websites, I 100 percent agree with Mike.

– I would also add that discount offers should have an expiration.

– People are much more likely to respond when they have a deadline.

– I also would caution you about which offers you use.

– For instance, if you are trying to attract patients wanting more big-case, higher cost dentistry, offering a free cleaning isn’t going to attract that crowd.

– Mike’s second element to a successful print ad offer is to highlight the offer.

– In the hustle and bustle of a print ad, the offer MUST STAND OUT.

– His suggestion is a white box with darker border, the word free, and an easy-to-understand offer of less than 5 words.

– He also suggest NOT using a percentage-off strategy because people are wary of such offers.

– I agree.

– When a client wants to put an offer on his website, we usually do it as an ear on the page.

– This helps it stand out because it stands out from the otherwise modular design.

– If need practice-management help, I encourage you to talk to Mike and Max at Summit Practice Solutions.

– If you’re ready to discover what my clients know that you don’t about attracting patients online, you should schedule a Patient Attraction Blueprint Session. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to

– Until then, keep moving forward.


If you’re ready to begin getting the only result that matters from your marketing-more and better patients in your chairs - get started today and schedule your Practice Discovery Session™. They’re free to serious dentists who want to see a Patient Attraction System™ that can double or even triple their practice.