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Patient Attraction Episode 1224
– I’m Colin Receveur.
– Thanks for watching the Patient Attraction Podcast™.
– Last year, dental industry pundits identified growth in elective procedures as one of 2018’s opportunities.
– Since the federal government has passed tax reform, higher-income prospects will have even more money to pay for elective dental procedures.
– A significant number of teeth whitening treatments, veneers, implants, and full-mouth reconstructions can do wonders for a practice’s bottom line.
– But first, you have to get those cases.
– However, the other practices in your market will also be trying to attract those prospects.
– What will you do differently in your marketing approach?
– For most dentists, the first thought is to offer a lower price.
– Of course, it’s almost certain that 1 or more practices will undercut your price, which puts you and them into a price war.
– You can bleed away a lot of profit by trying to be the discount dentist.
– But that’s not the only problem with that strategy.
– As a dentist, you likely have a lot more discretionary income than the average person.
– When you go on vacation, are you looking for discount hotels?
– Probably not, because you’re more focused on comfort and amenities.
– You’re interested in having a great experience while you’re on vacation.
– Now, all things being equal, if 2 hotels in the same area offer comparable amenities, you might go for the cheaper one.
– But that’s a secondary consideration.
– Your better prospects with discretionary income aren’t clipping coupons.
– They’re looking for a superior experience.
– A superior outcome is expected regardless of which dentist they choose.
– So, forget price as a motivator.
– You’ll just shoot yourself in the foot.
– Your marketing needs to take a broader approach that makes you the only logical choice for prospects with money to spend.
– To accomplish that, you need to invest heavily in reworking your online presence.
– Too many dentists talk about themselves, their training, and their publications.
– Few prospects understand the difference among postdoctoral training programs.
– Practically none of them will read your papers.
– They really don’t care about you.
– They care about what you can do for them and how you’ll treat them during their experiences in your practice.
– So, you’ll probably have to rework your website copy and your social media to emphasize the benefits of choosing you and your staff.
– The same goes for your email marketing newsletter if you have one, and even your postcard campaigns.
– That’s a time-intensive prospect, and it requires a different mindset to write all that copy to put the patient first.
– Not all dental practices have the bandwidth to handle that huge amount of writing.
– So this is something you might want to outsource.
– Just make sure you choose a provider with a proven track record of attracting better patients.
– That way, you can reposition your practice to attract prospects with the ability and willingness to pay more for the right dentist … while you continue to focus on making money.
– SmartBox works with dentists on 3 continents to help them succeed on their own terms.
– We provide a steady stream of more and better new patients so our doctors can focus on doing the dentistry.
– Discover what our Patient Attraction System® can do for your practice.
– Visit smartboxdentalmarketing.com and reserve your no-cost, no-obligation Practice Discovery Session™.
– After the session, you’ll receive your free Patient Attraction Roadmap™ as well.
– There’s money to be made on elective cases, and if you’re not properly positioned, someone else will be making it.
– Join me for our next podcast.
– Until then, keep moving forward.