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Thomas Larkin DDSThe Business of DentistryFrom Employee to Entrepreneur

Intro To Marketing

1Online Reputation !http://www.youtube.com/embed/PRniJJSARSY 2

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5ZOCDOC.com

6ZOCDOC.com

7ZOCDOCWhen you have no perceived value, the consumer usually chooses by convenience Either by location or availability8Todays Primary ObjectiveTo clearly outline the essential marketing skills that need to be mastered in todays marketplace in order to become a private pay, dental entrepreneur

9What is BusinessIts time people money

People always overestimate how complex business is

There aren't that many things you can do with a business. Its not as if you are choosing among 2000 options.

Jack Welch CEO GE10What is The Business of DentistryIts people, patients and processes

That create the awesome dental experience that people will gladly pay for and enthusiastically refer their family and friends to.11The Awesome Dental ExperienceHow was your visit to that new dentist you saw today??12Do owners really understand In a survey of more than 300 CEO,s of fortune 500 companies, 80% said that would rate their service to clients as superior13A slight disconnect..At the same time, researchers were surveying 3000 of those companies customers. Only 8% of those customers agreed they had experienced superior service.14What is an EntrepreneurOne who organizes, administers, manages and assumes the risks of a business or enterprise15The Framework of The Business of Dentistry1. Phone Contact2. Reception First Contact3. The Appointment on time4. Problem Discovered5. Customer Educated as to their options to solve the problem (A) fixing it (B) paying for it 6. Problem taken care of7. Customer pays, transaction completed8. Customer care follow-up16Service BusinessService Businesses at their most basic are about the Golden Rule Treat others only in ways that you're willing to be treated in the same exact situation

Service Businesses are about relationships

Relationships are about feelings

Selling the invisible 17 http://www.youtube.com/embed/OecZu765d38 18The Health Care BusinessPeople dont care how much you know and much as they want to know how much you care.19What Is Marketing In Healthcare, It is the communication of your caring and service20What are you communicatingDo you know what you are doingDo you do what I am interested inShow me some sizzle, move me emotionallyWill you take the time to create a quality relationship that takes the me (the patient) from trust to yes21Who are you communicating toWomen make 92% of dental appointmentsWomen Centric marketing is essential22Types of Marketing1.InternalThe most powerful and inexpensive (human connection) Your Direct Financial success will be determined by your ability to master human connection tools2. External (Gretzky Phenomenon) Web 2.0 Building Brand EquityWeb Site/Optimized/Organically Positioned/VideoizedSome Snail Mailings directed to landing pages Social Networks directed to landing pagesSelf Publishing ( Women Centric) 23How much should I spend on marketing actives3-5 % of Gross Income24How are those dollars allocated?Internal 30%External 70%25External Marketing ExpensesExternal Marketing is 8-16 times more expensive than generating referrals thru Internal Marketing26Marketing 90%+ of your External BudgetWeb Site / 30% of projectGoogle Organic/SEOGoogle Local Business Google 7 PacYoutube/GoogleYOUR ONLINE REPUTATIONIntegration of Internal Systems with Web based27Your Marketing StrategyWhat makes you differentAre you setting yourself up to be positioned as a unique authority (USP) Niche practiceAre you creating a world class ,5 star experience for your patients. The Awesome Dental Experience 28World Class ServiceUnfortunately a good number of doctors and team members feel as if being nice is world class service

Not even close I expect nice29Your Marketing PlanShould be writtenMust include all team members and ideally led by oneThe Dr provides the vision, the training, and the development of the staff membersYou must have accountability and metrics in place to monitor efforts and success30Marketing Practice MonitorsNew patients per monthCash Value of a new patientRecall PercentageCase Acceptance RatioCost of Acquisition31Internal comes firstInternal Marketing must be in place and systems air tight before any external marketing is initiated

Otherwise you are wasting your time and money32Our Overall Goals Attract new patientsReactivate old patientsCreate ongoing referralsGet current patients to choose more services33Our Overall Goals They must experience the wow factorYou must find something unique about them that you can you can acknowledge in the futureYou must begin the process of a long term relationship that builds from trust to yes34InternalPhone ProtocolFront Office ProtocolThe appointment ON TIMEComfort injections, warm washclothsCare CallsFuzzy NotesHygiene (Whitening Work Ins)Acknowledge ReferralsNetworkingCause RelatedChristmas in NovemberE-newsletterOffering FinancingPractice what you preachYour waiting room education center

351. Phone ProtocolCommon, unacceptable Phone ProtocolAnswering machine picks up during the dayPhone lines busyToo many rings before someone answersLack of dental knowledge or inability to answer patients questionsAsking any questions about insurance on first contactOffice staff appears rushed or that the call was an interruptionThe caller is not asked if they would like an appointmentRules or guidelines communicated to prospective patient before they have ever made it into the practice

36Emergency Patients I woke up with a bad tooth ache372. Front Office ProtocolOnly 12% of Doctors understand the impact their front desk has on new patient volume and their incomeThe telephone is the ONLY POINT OF ENTRY for 98% of all new patientsNew patients only have a 60% chance of reaching a live staff member during normal business hours85% of new patients WILL NOT call back or leave a message when they get a voicemail or answering machineThe Scheduling Institute383. The appointmentAcknowledge the patient appropriatelyOn time PRIORITY ONEIf you are running behind, updates every 5-7 minutes minimum 394. ComfortPainless Injections (comfort control syringe)HeadphonesTVWarm Washclothes405. Care CallsPost op care calls to all patients that received an injection that dayList is prepared for the Dr and given to him at the end of the day416. Fuzzy NotesKidsFamilyEventsHealthWe must find something unique about them that you can you can acknowledge in the future

427. HygieneYour marketing directorWhitening for Life programSports mouth guardsNite Guards The Dental Hygienist sets the stage for your treatment acceptance success by educating and pre selling your services. Often the one who makes patients decide to accept treatment and proceed or to leave your practice.438. ReferralsYou must ask for themYou must have systems in place to encourage themYou must deliver on the Awesome Experience on a consistent basisYou need monitors in place to measure your results 44Referral SystemsWaiting Room Acknowledge New Patients Hand WrittenThank You for referrals Hand Written45Waiting RoomThe Greatest Compliment OurPatients Can Give Is The Referral of Their Friends and Loved Ones

Thanks46Thank you gramOne to patientOne to the person who referred patientPlaced in Practice branded coffee cup along with incentive coupon and mailed to place of work

Also whitening for life incentive

47Thank u Gram Wishing you a good old fashioned Thank YouThank you for referring Mrs. Jones to our office. We appreciate your confidence in us.

Dr Tom

Practice name, Address, Phone Number48Gift Card $25

49Thank u Gram Wishing you a good old fashioned Thank You Mrs. SmithThank you choosing our office, we appreciate your confidence in us.

Dr Tom

Practice name, Address, Phone Number509. NetworkingDr to DrMarketing Manager to Marketing Manager

Diabetes AssociationHeart Association

Oral/Systemic Connection and your Total Health Program

519. NetworkingMagcloud.com

5210.Cause RelatedChoosing a cause that you are passionate about is keyInvolve the entire team Think women centric and put yourself in a position to be seen by moms

5311. Christmas in NovemberIn November you prepare a mailing piece to those patients of record who have diagnosed/ unscheduled treatment that have insurance benefits remaining. 5412.E-newsletterQuarterly 1-2 minute video

Focused on Optimal Total Health5513.Offer Financing

The key to using financing as a marketing tool is to have an individual who presents these options in a caring and empathetic fashion 5614.Practie what you preachIf your practice claims to be a Total Health or Cosmetic oriented practice, your appearance and that of your staff must reflect that at an extremely high level.5715.Wating Room as an education centerYou have very limited contact time with your patients so the minute they enter your office they must be immersed in media that reflects your vision and goals for their health.Caesey System/Smile Channel

58Your Marketing Quotient 1995 Does your location offer pedestrian or traffic visibility?

Do you have lighted signage?

Does your practice offer any unique or specialized services?

Do you offer extended hours

59Your Marketing Quotient 1995 Doe you have a written ongoing marketing plan?

Do you have a marketing budget? Do you track marketing results?

Do you acknowledge new patients with a thank you note?

60Your Marketing Quotient 1995 Do you acknowledge the individuals who refer patients to you

Does the doctor or assistant personally call all patients who have extensive work done

Do you track new patient referral sources to know where each new patient came from

61Your Marketing Quotient 1995 Do you have a comprehensive Internet marketing plan

Do you offer educational materials to your patients

Do you make contact with your active patients on an ongoing basis (newsletter, greeting cards, etc)

Does your staff wear coordinating uniforms

62Your Marketing Quotient 1995

Is your staff cross trained?

Is your telephone protocol scripted Do you offer a full spectrum of cosmetic services (bleaching, veneers, etc)

Do you have a soft tissue management program in place?63Increasing Production in the New Economy Roger Levin DDs Dental Economics December 201275% of Dentists have experienced production declines in the last 3 yearsAverage Doctor production declined 9.6 % in 2011Hygiene Patients are more likely to cancelPatients Are Increasingly turning down treatment recommendations64To Succeed in the new economy dentists have to operate differentlyCreate value in the first callBuild stronger relationships with patientsImplement an ongoing patient referral programBring back inactive patientsPromote comprehensive dentistryAsk the commitment question during every case presentationOffer outside financingImplement a comprehensive follow up system

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