What are your practice weaknesses?
Patient communication? Staff issues? Less than ideal location? Outdated technology? Fees too low ... or too high (this can be a strength or a weakness depending upon a number of factors). Lack of experience? Practice ambiance? Dental skills? Ineffective marketing?
Figure out what your practice weaknesses are, research solutions, and commit to overcoming them. You'll be surprised how much more effective marketing *seems to* become once you turn your practice weaknesses into strengths.
Effective marketing can deliver the the metaphorical chicken, but it can't turn chicken droppings into chicken dumplings?
Copyright 2008 by Galen Stilson
Showing posts with label Dental Research. Show all posts
Showing posts with label Dental Research. Show all posts
Wednesday
Monday
Is the problem non-quality patients or ...
If you were to take the exact same 10 prospects (who needed dental work) and sent them to two different dentists, what would be the result?
There's a reasonable chance that one dentist might convert 6-7-8 to patients while the other might convert 2 or 3. Plus, the dentist who was able to convert the higher percentage would, most likely, end up with intial cases worth 2, 3 or 4 times more than the other dentist.
Why the difference: The dentist's personality, persuasiveness and case presentation ability.
I've worked with a number of dentists who have had an uncanny ability to convert prospects into patients ... and I've worked with a number of dentists who haven't.
The dentist who is able to convert, thinks s/he's getting high quality patients. The dentist who isn't able to convert, thinks they're low quality ... even when the demographics are similar.
The moral: Patient Quality is often determined by the ability of dentist to convert ... and not by the patient's situation.
Copyright 2007 by Galen Stilson
There's a reasonable chance that one dentist might convert 6-7-8 to patients while the other might convert 2 or 3. Plus, the dentist who was able to convert the higher percentage would, most likely, end up with intial cases worth 2, 3 or 4 times more than the other dentist.
Why the difference: The dentist's personality, persuasiveness and case presentation ability.
I've worked with a number of dentists who have had an uncanny ability to convert prospects into patients ... and I've worked with a number of dentists who haven't.
The dentist who is able to convert, thinks s/he's getting high quality patients. The dentist who isn't able to convert, thinks they're low quality ... even when the demographics are similar.
The moral: Patient Quality is often determined by the ability of dentist to convert ... and not by the patient's situation.
Copyright 2007 by Galen Stilson
Sunday
Docs Make Case Against Braces
One of the suggested benefits of braces for kids has always been that they'll grow up with more confidence and self-esteem if they have beautiful, perfectly aligned teeth. I've used that benefit claim in marketing material I've created for different orthodontists.
But a new study suggests that isn't true.
Thus, the psychological benefits of braces still may hold true (in addition to better overall dental health) for kids with badly misaligned teeth.
Copyright 2007 by Galen Stilson
But a new study suggests that isn't true.
“'Orthodontic treatment, in the form of braces placed on children’s teeth in childhood, had little positive impact on their psychological health and quality of life in adulthood," said Dr. William Shaw, an orthodontist from the University of Manchester and one of the authors of the study, published in the Jan. 22 issue of the British Journal of Health Psychology. 'This runs contrary to the widespread belief among dentists that orthodontic treatment improves psychological well-being, for which there is very little evidence.'”However, according to this article, "the study focused on a smaller subset of kids whose orthodontic needs were not extreme, but considered to be 'borderline,' and who did not have them treated."
Thus, the psychological benefits of braces still may hold true (in addition to better overall dental health) for kids with badly misaligned teeth.
Copyright 2007 by Galen Stilson
Thursday
Embrace & Massage Those First Fifty
Research has shown that readership falls off dramatically during the first fifty words of an advertisement. However, from words 51 to 500, readership falls very little.
What does that mean for you?
It means you need to spend far more time tweaking those first fifty words of your dental ad to ensure that they are likely to capture the attention/imagination of the reader, build interest, and virtual compel the reader to read on. Of course, if you simply run minimal copy image ads, this doesn't apply.
When it comes to ad copy, the headline is most important ... but the first fifty words aren't far behind. Embrace them. Massage them. And you're likely to get more of the response you want.
Copyright 2007 by Galen Stilson
What does that mean for you?
It means you need to spend far more time tweaking those first fifty words of your dental ad to ensure that they are likely to capture the attention/imagination of the reader, build interest, and virtual compel the reader to read on. Of course, if you simply run minimal copy image ads, this doesn't apply.
When it comes to ad copy, the headline is most important ... but the first fifty words aren't far behind. Embrace them. Massage them. And you're likely to get more of the response you want.
Copyright 2007 by Galen Stilson
Wednesday
Be Careful Where You "Niche" Yourself ...
Finding a dental practice *niche* that is not readily served or marketed by competitors can help a practice grow and profit. It can lead to quality word of mouth, patient loyalty and personal satisfaction.
"But dentists are basically the same, most of us do the same things, provide the same services. Plus, we can't call ourselves specialists. So there's no way we can really create a special marketing niche," you might be thinking to yourself.
Not so.
What's the difference between Extra Strength Excedrin and Migraine Excedrin? Nothing. Each contain 250 mg. of acetaminophen, 250 mg. of aspirin and 65 mg. of caffeine. Yet they are marketed differently to different niches. And they're both profitable.
What's the difference between Benedryl antihistamine and Nytol sleeping aid? Not a thing ... except for the consumer niches they fill.
While dentists (and their practices) may look the same, feel the same, smell the same, and offer the same services, there are legitimate distinctions that can be made to make you stand out above all others ... at least to specific segments of your market.
If you understand product/service positioning (one of the better books on the subject is Positioning: The Battle for Your Mind, by Al Ries and Jack Trout), you'll be able to quickly appreciate that a viable dental niche is simply identifying some aspect of the dental market to which you can lay claim and be readily identified with as THE expert. It's a unique position which, if promoted, will stand out in the prospect's mind.
What are some feasible dental practice niches? You could niche yourself as the practice especially for seniors or executives or dental phobics or the upscale market, etc.. You could turn your practice into a dental spa, a holistic practice, a new age experience, or a special needs practice, to name just a few.
Depending upon the demographics of your area, all could be viable.
But, do your research before committing to a niche. If you love working with seniors and decide to go focus your practice on that market niche, be sure there are enough seniors in your marketing area who can afford your services and produce the kind of income you're after.
If you don't, you could niche yourself into a small corner.
Copyright 2007 by Galen Stilson
"But dentists are basically the same, most of us do the same things, provide the same services. Plus, we can't call ourselves specialists. So there's no way we can really create a special marketing niche," you might be thinking to yourself.
Not so.
What's the difference between Extra Strength Excedrin and Migraine Excedrin? Nothing. Each contain 250 mg. of acetaminophen, 250 mg. of aspirin and 65 mg. of caffeine. Yet they are marketed differently to different niches. And they're both profitable.
What's the difference between Benedryl antihistamine and Nytol sleeping aid? Not a thing ... except for the consumer niches they fill.
While dentists (and their practices) may look the same, feel the same, smell the same, and offer the same services, there are legitimate distinctions that can be made to make you stand out above all others ... at least to specific segments of your market.
If you understand product/service positioning (one of the better books on the subject is Positioning: The Battle for Your Mind, by Al Ries and Jack Trout), you'll be able to quickly appreciate that a viable dental niche is simply identifying some aspect of the dental market to which you can lay claim and be readily identified with as THE expert. It's a unique position which, if promoted, will stand out in the prospect's mind.
What are some feasible dental practice niches? You could niche yourself as the practice especially for seniors or executives or dental phobics or the upscale market, etc.. You could turn your practice into a dental spa, a holistic practice, a new age experience, or a special needs practice, to name just a few.
Depending upon the demographics of your area, all could be viable.
But, do your research before committing to a niche. If you love working with seniors and decide to go focus your practice on that market niche, be sure there are enough seniors in your marketing area who can afford your services and produce the kind of income you're after.
If you don't, you could niche yourself into a small corner.
Copyright 2007 by Galen Stilson
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