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Patient Attraction Episode 593: The Tricks (and Treats) of Attracting Better Patients
Happy Halloween everyone. I’m going to scare you with a thought today: Your prospects are price shopping, and you may be leading them right into the waiting room of another dental practice. I’ll tell you how when we return.
– Colin here, and welcome to another Saturday edition of the Patient Attraction Podcast.
– Since it’s Halloween, I would be remiss if I didn’t share a good old-fashion horror story.
– As you know, I read a ton of blogs and studies about the latest web marketing tactics and how they can apply to dentists.
– Recently, I came across a story about a company that cleared $1 billion in sales only to file for bankruptcy less than two decades later.
– One of the glaring problems with the company was that its rise came almost entirely from direct-response marketing, or one-time offers touting a specific service or deal.
– What does this have to do with your dental practice?
– I talk to clients every week who are spinning their wheels trying to topple their competitors through special patient deals and discounts – but are left scratching their heads when they don’t see sustainable growth or retain patients.
– These dentists love to dangle deals in front of their patients but make little effort to form a long-lasting relationship once those patients come through the door.
– Direct-response marketing – or special discounts and new-patient deals – may bring in patients, but it’s hardly a way to sustain or grow your practice.
– Simply put, patients looking for deals or discounts are price-hunters – you’re no different to them than the dentist down the street.
– You just have the best price TODAY.
– Soon enough, they’ll jump ship for a less-expensive dental practice or chase the next new-patient deal that comes along.
– It’s for exactly this reason why I believe direct-response marketing is no way to set up a business for long-term success.
– The method focuses on the services instead of the patient value or your unique selling proposition.
– Here is something few dentists know: One of the biggest secrets to growing your practice and keeping your existing patients comes from developing a long-lasting bond.
– That sounds obvious, right?
– Well, it’s something that few dentists have put into practice.
– Bonding marketing is ALL ABOUT the patient, but also brings you the patients you want to see.
– Smart dentists today use videos, emails, web content, blogs, press release and even books to develop a bond with their patients before they even walk in the door for their first visit.
– By staying in front of the prospects, these dentists can nurture them and focus on the patients who can help their practice grow.
– If you’re losing patients or failing to gain patients through direct-response ads or deals, it may be time to rethink your marketing agenda.
– That’s all I have for you today.
– Tomorrow you won’t want to miss what I have to say about how quality content can catapult your web presence and dental practice to the next level.
– Until then, keep moving forward.