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 Outdated technology?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
Wednesday
Thursday
Why Dental Marketing Is So Challenging
I've been a direct response copywriter/consultant for over 20 years. I've created ads and direct mail packages that have successfully sold newsletters, magazines, seminars, gourmet foods, swimwear, real estate, gold coins, collector items, books, CDs, stock ticker replicas, plastic surgery, health products, fertilizer, hobby rockets, fake fingernails, videos, medical conferences, to name just a few.
None of that, however, has been as consistently challenging as selling dentistry to consumers. Not even close.
Why?
Here are three reasons ...
1. There are very few people who WANT to go to the dentist. People seldom associate going to the dentist with fun, comfort or pleasure.
2. Dental work is expensive. And, most people would prefer to spend that money on virtually anything else.
3. It involves sharp instruments, drilling instruments -- over which you have no control -- being used in your mouth. And you're usually expected to be still for an hour or more. That's the near perfect anxiety situation.
That's a lot to overcome. Fortunately, it can be.
Copyright 2008 by Galen Stilson
None of that, however, has been as consistently challenging as selling dentistry to consumers. Not even close.
Why?
Here are three reasons ...
1. There are very few people who WANT to go to the dentist. People seldom associate going to the dentist with fun, comfort or pleasure.
2. Dental work is expensive. And, most people would prefer to spend that money on virtually anything else.
3. It involves sharp instruments, drilling instruments -- over which you have no control -- being used in your mouth. And you're usually expected to be still for an hour or more. That's the near perfect anxiety situation.
That's a lot to overcome. Fortunately, it can be.
Copyright 2008 by Galen Stilson
Friday
What's My Name? ...
Be sure to treat your patients name with care, dignity and respect. Remember it. Use it liberally when talking with him or her.
There is nothing more personal, sweet sounding and meaningful to a person than his or her name. Thus, when you send out a mailing based upon your house list it's important that you get the spelling correct ... regardless of whether you're sending out a one-to-one personal letter or a one-to-many personalized mass letter.
When I receive a mailing from a company I've dealt with in the past and they misspell my name -- particularly when I know that they have the correct spelling somewhere on file -- it makes me question their attention to detail and it begins to erode my opinion of them.
That happened recently when a company I've dealt with for years sent me a mailing addressed to Ms. Gaylan Stilson. Because the mailing wasn't a mass promotional piece where the company rented outside lists (and the misspelling could be explained away as the result of another company having me listed that way), it was clear it was generated in-house.
Will it cause me to stop doing business with them? No ... at least not yet. However, when you combine it with recent drops in customer service levels, it adds to my growing concern and disillusionment. And, I'm inching closer to making a switch.
So, make sure your patient names are spelled correctly in all of the databases you use.
Occasionally, an incorrect spelling may slip by. Hopefully, when that happens, the patient will bring the mistake to your attention so you can correct it immediately. Then re-check it in every database.
The opinion eroding factor builds exponentially with each additional mailing in which the name is misspelled.
Copyright 2007 by Galen Stilson
And get it spelled correctly when you send direct mail.
There is nothing more personal, sweet sounding and meaningful to a person than his or her name. Thus, when you send out a mailing based upon your house list it's important that you get the spelling correct ... regardless of whether you're sending out a one-to-one personal letter or a one-to-many personalized mass letter.
When I receive a mailing from a company I've dealt with in the past and they misspell my name -- particularly when I know that they have the correct spelling somewhere on file -- it makes me question their attention to detail and it begins to erode my opinion of them.
That happened recently when a company I've dealt with for years sent me a mailing addressed to Ms. Gaylan Stilson. Because the mailing wasn't a mass promotional piece where the company rented outside lists (and the misspelling could be explained away as the result of another company having me listed that way), it was clear it was generated in-house.
Will it cause me to stop doing business with them? No ... at least not yet. However, when you combine it with recent drops in customer service levels, it adds to my growing concern and disillusionment. And, I'm inching closer to making a switch.
So, make sure your patient names are spelled correctly in all of the databases you use.
Occasionally, an incorrect spelling may slip by. Hopefully, when that happens, the patient will bring the mistake to your attention so you can correct it immediately. Then re-check it in every database.
The opinion eroding factor builds exponentially with each additional mailing in which the name is misspelled.
Copyright 2007 by Galen Stilson
Saturday
Two Types Of Dental Marketing Ads ...
There are two basic types of dental marketing print ads ... the presentation ad and the response ad.
PRESENTATION AD: The presentation ad simply presents you to the reader with basic information.
This is who I am.This is what I do.This is my address.This is my phone number.These are the dental services I offer.
The design of presentation ads can be starkly simple or regally elegant.
The primary purpose of the presentation ad is to get and keep your name in front of your prospects. If you consistently run this type of ad, it will build name recognition and, ideally, lead to a call from a prospect when that prospect is in need of a dentist. It is unlikely to produce an immediate response unless that prospect is actively looking for a dentist at the time he or she sees the ad.
RESPONSE AD: The response ad, conversely, is written and designed with the express purpose of producing an immediate response ... a phone call to make an appointment.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
Sunday
"I Don't Like Him ..." said the patient
I talked recently with a very experienced, caring and personable dental chairside assistant (Val) about the difference between skilled and not-so-skilled dentists and the importance of their personalities and ability to *bond* with patients. She shared this story with me ...
Early in her career, she worked with an extremely skilled dentist whose work was impeccable ... "unbelievably talented" was her description of his technical ability. Unfortunately his communication and relationship-building skills were as inferior as his dental skills were superior. "The personality of a wet noodle," was how one of his patients described him.
Val recalled a particular case in which an older woman needed significant dental work done ... thousands of dollars worth. After the dentist explained what needed to be done -- and the cost -- this woman came to Val and said she was going to have the work done but was going to find another dentist to do it.
"Why would you go to another dentist," Val asked, "when Dr. Xxxxxx is as skilled as any dentist in the country?"
"Because I don't like him," the woman responded.
This dentist's practice provided him with a living, but it did not flourish.
The next dentist Val worked for was just the opposite ... great personality, questionable dental skills. His practice flourished because his patients just loved him. Val ended up leaving his practice after just a few months because she felt the patients weren't getting the best care possible.
Moral of the story: In dentistry, personality usually trumps skill.
Of course, it's never to late to try to improve your communication skills, your warmth, your smile, and your ability to interact with patients comfortably and caringly.
Copyright 2007 by Galen Stilson
Early in her career, she worked with an extremely skilled dentist whose work was impeccable ... "unbelievably talented" was her description of his technical ability. Unfortunately his communication and relationship-building skills were as inferior as his dental skills were superior. "The personality of a wet noodle," was how one of his patients described him.
Val recalled a particular case in which an older woman needed significant dental work done ... thousands of dollars worth. After the dentist explained what needed to be done -- and the cost -- this woman came to Val and said she was going to have the work done but was going to find another dentist to do it.
"Why would you go to another dentist," Val asked, "when Dr. Xxxxxx is as skilled as any dentist in the country?"
"Because I don't like him," the woman responded.
This dentist's practice provided him with a living, but it did not flourish.
The next dentist Val worked for was just the opposite ... great personality, questionable dental skills. His practice flourished because his patients just loved him. Val ended up leaving his practice after just a few months because she felt the patients weren't getting the best care possible.
Moral of the story: In dentistry, personality usually trumps skill.
Of course, it's never to late to try to improve your communication skills, your warmth, your smile, and your ability to interact with patients comfortably and caringly.
Copyright 2007 by Galen Stilson
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