Wouldn’t it be great to get more people asking for dental implants? Yeah, we love the cases dentists are already referring to us but unfortunately those cases are slowly going away. I want you to continue networking with dentists to get cases (I’ll expand on that in an upcoming post), but I also want to open your eyes to something even bigger. There’s a dental implant marketing strategy that most know about but only a FEW are doing. Let me explain before it’s too late…
A few years ago, I interviewed the co-founder of 1-800-DENTIST, Fred Joyal. Fred and I discussed his book, Everything is Marketing, and how I thought at the time that that was one of the BEST dental marketing books I’ve ever read. I still do. His newest book, Becoming Remarkable, is just as good. One of the facts in his book that blew me away was this:
“Over 50% of the U.S. population does NOT have a dentist.”
Think about that for a minute. Over half of the population in your area needs a dentist.
You may be asking yourself, “Yeah Jeff, but what does this have to do with me?”
Think of the HUGE potential of folks walking around with dentistry that needs to be treated such as:
- periodontal disease
- and more…
Direct to consumer
With more and more dentists taking weekend CE courses which train in the Pinhole, implant and LANAP, it’s ever more important to focus on building a steady stream of qualified patients. What I mean by qualified is that they can pay or have insurance that will help them, seeking out high value services (ie. implants) and focusing on the 50% or more of the population that does NOT have a dentist is one of the MOST over looked areas.
Confusion in the marketplace
Depending on what area of the country (or Canada) that you practice in, it seems that there are more and more specialists and dentists advertising their services. When we first started marketing direct to the public; I began noticing a few things. The more we advertised and the more other dentists and specialists advertised, a trend began. It seemed there was a lot of confusion in the marketplace.
Granted, before this, I NEVER recorded and listened to our office calls like I do now. So honestly, I don’t know how long this confusion was happening. But I would assume, when we were focusing mainly on dental referrals, that we weren’t getting many people calling asking questions such as:
- Do you do implants?
- How much are implants?
- What are “snap on teeth“?
Dentists in my area do a great job on educating their patients about what’s involved with dental implants. Once we began a direct-to-consumer dental implant marketing strategy, we started to see these “confused” consumers calling more but NOT scheduling. We weren’t doing our job correctly.
Bottom line: A confused patient will NOT move forward with scheduling.
Challenges = Opportunities
So there was a lot of time being spent explaining about what dental implants were on the phone but not being converted to a scheduled patient. As you can imagine, both my team and I were very frustrated (especially me due to the fact I was spending $$$ on getting the phones to ring).
I think if you were to ask the average person in your area what an implant is, my bet would probably be that can’t tell you much. So you can see how some of these challenges can also create HUGE opportunities for us.
This should open your eyes to just how many people actively need our help and are NOT currently seeing a dentist on a regular basis. (I’m going to be expanding on this topic during my AAP workshop in October).
Become THE Authority
When you mention the word, “authority,” what comes to mind? Author? Lecturer? I can tell you from first hand experience, being an author is the #1 way to become an instant authority in any area. If you tell someone that you’ve written a book, then they automatically assume you’re an expert.
The second way to become an authority is to give a lecture/presentation. If you give a talk about a particular subject, then most of the time the public already assumes that you know what you’re talking about, right? Once I began giving in-house implant seminars, I noticed that we began having people contact us for a consultation that didn’t even attend the seminar. They KNEW that we held the seminars and so they assumed we were experts.
10 Steps to developing your in-house public seminar
I’d like to share with you information that you can use to develop your very own in-house public seminar. It doesn’t have to be implants. It can be whatever service you want to market. The information is the same.
1 Pick a date and time. This is the MOST important step. It provides focus. It gives you the ability to set a goal and work backwards planning it. Location is also an important factor. Most docs we help (email me if you want more information to email@example.com) enjoy what they’re most comfortable with, their office. Reception areas or conference rooms work best to allow consumers to become familiar with your office whenever they return for potential treatment.
2 Marketing the event. When I discuss becoming an authority with new clients, they immediately want to talk about themselves, how great they are and how much nice dental equipment they have. This is the WRONG approach. Authority marketing means giving consumers what they want…information. The same rules apply here. Focus your marketing efforts NOT on your practice but instead, on your seminar. Commit to begin marketing the event anywhere from 7-10 days out. We’ve had good results using newspaper and radio ads. Some others use TV ads but maybe too expensive is you’re just starting off. Also, don’t forget to invite your current patients, you never know who has been thinking about implants until you ask. They may also bring a friend or relative too.
3 Shock and Awe. If you’re not already sending out a Shock and Awe new patient welcome package to your office, now is the time to begin. I’ve written about this many times. You can use the same type of package whenever someone registers for your event.
4 Organize your team. During one of your team meetings, decide on which team members will handle tasks such as: those that send out welcome packages, in charge of registrations, greeters at event, orders food for event, makes follow up calls, etc. Once you get this in place, it’s the same moving forward. We want to create a system.
5 Powerpoint presentation. If you’re not proficient at creating powerpoint presentations, one of your kids probably can! If that doesn’t work out for you, try a service such as fiverr.com to help get help with this. Your presentation must present the information in a format that a 4th grader can understand.
6 Social proof. This is the one step that most leave out but it’s extremely important. Stories sell. Identify a patient that would love to share their story about how you helped them and ask if they’d mind sharing with your group. Most would LOVE to do so. Your information usually interests them but other patient’s stories is what is going to get them motivated to schedule an appointment.
7 Motivation factor. At the end of your event, you MUST motivate them to take the next step. That next step is what? Booking an appointment. This is another reason why I like using a dental office to host events due to easy of scheduling. How do we motivate them? Simple. Give them an offer they can’t refuse. Examples include: free consults, scans, free gift with scheduling, a certain amount taken off surgery, etc. The sky is the limit, make sure you don’t miss this point.
8 Dress rehearsal. It’s a good idea to do a full walk through starting with the time guests arrive at the office to the time your team is scheduling them for appointments.
9 Follow up. Just like your team should have a system for following up with current patients, create a similar system for following up all those that attend but do NOT schedule a consult + those that schedule but do NOT show up.
10 Commit to more than one. Once you host your first event, problems will arise. That’s OK. Make it a point to address them as they show up but more importantly, commit to hosting a seminar every 4-8 weeks. The more you do them, the better they’ll become.
Becoming an authority is simple. Commit to developing an in house public seminar using the easy 10 steps listed above.
Do you need help with this?
Email firstname.lastname@example.org for more information on how to work with me one-on-one.