Presentation on theme: "MARKETING BOTOX IN THE DENTAL OFFICE Ideal Practices For the Ideal Practice."— Presentation transcript:
MARKETING BOTOX IN THE DENTAL OFFICE Ideal Practices For the Ideal Practice
What are Best Practices 1.Optimal product knowledge Uses of Botox for Dentistry Dilution/injection technique 2.Optimal patient knowledge How to identify patients How to recruit, convert, and retain patients 3.Optimal office management Staff training: patient dialogue and phone skills Aesthetic office environment 4.Optimal practice success factors Direct Marketing Tools: Mail and Seminar
BOTULINUM TOXIN FOR DENTISTRY Optimal Patient Knowledge How to identify patients How to recruit, convert, and retain patients
Objective Enhance your approach to the potential patients requesting dental Botox treatments by: 1.Creating an educational process to gain more business 2.Learning to consult vs. answer questions (always answer a question with a question) 3.Processing handling of objections
DENTAL TREATMENT OPTIONS Orthognathic Surgery+Orthodontics+Rehabilitation Orthodontics + Full mouth reconstruction Orthodontics Major Occlusal Equilibration Botox for dentistry Dental consult+splint OTC analgesics
Simple Marketing Steps Emphasis on New Customers Prospect Customer Client Supporter Advocate Recruit Retain Convert Emphasis on Developing & Enhancing
Consider the Patient Cascade What the patient does…Patient consideration Patient Telephones What is the 1 st impression the patient has of the practice? Schedules AppointmentHow soon can the patient get the information and treatment that they are calling about? Patient checks-inHow are patients treated when they arrive at the office? Patient counseling Do patients easily get the information they need to make a decision? Procedure Does the procedure experience meet their expectations? Recruit, Convert, Retain PatientsCheck-out / Follow up Recall 60% get lost in the process from Intent to Appointment
Marketing Tools: Recruit-Convert-Retain Patient Seminars Direct Mail Programs Internal Marketing Tools Telephone Skills Selling Skills
Each topic is intended to get you thinking. Adapt these to your practice.
The 3 Tenets of Best Practices Recruiting Patients so that they make an initial appointment Converting Retaining Potential patients into actual scheduled patients that accept treatment plans Patients for ongoing treatment
Recruiting Patients: AID A ssess interest level and areas of concern I nform patients about aesthetic + functional treatment options available D ecide when they can come for an appointment and personal assessment
The Telephone is usually the patients first contact 15-second rule People decide if they like you or not in the first 15 seconds The majority of patients who decide to seek care elsewhere did so because of staff discourtesy
A ssess Interest Level by Engaging the Patient in Discussion Patient: Do you offer BOTOX? Answer the question with a question: Let me ask you, have you ever had a BOTOX or any treatment before? Voice conveys patience, concern, caring
I nform Patients About Treatment Option in Your Practice Choosing a qualified dentist is key. So let me share some information about Dr._______ Dr.________________ and has been personally treating patients with conditions like yours for over ______ years. DR.___________ also….
D ecide When the Patient Can Be Seen Ways of asking for the appointment: 1.The doctor has an opening on ___or___. Do either of those times work for you? 2.We just received a cancellation for ___. Would you like me to slip you in then? If the answer is No: 1. Then perhaps I can look at the schedule and see if we can fit you in another time?
Converting Patients: CARE C ommunicate with patients A cknowledge patient concerns R espond to patients need for information E ducate and obtain
C ommunicate with patients Determine patient type (Innovator, Early Adopter, Early Majority, Late Majority, or Laggard) Initiate discussion when: 1.Patient asks about BOTOX (or invisble braces or cosmetic dentistry) 2.Patients show modest concern 3.Patient admits not wearing splint
A cknowledge patient concerns …..but the thought of putting an injection in my face scares me There might be an easy way to improve my smile and eliminate jaw pain while avoiding major dentistry
R espond to the Need for Information E ducate and Obtain Loyalty Are they concerned that they will look Expressionless ? What happens after the procedure – work, eating, socializing? How long does it last?
Retaining Patients: STAY S et realistic expectations for treatment Jaw-ache/ hypersalivation cured but not completely eliminated T reatment assessments, if necessary First-time patients may return for a treatment assessment after a few weeks A lways make a follow-up appointment Y ou (the physician/dentist) are the reason patients return
Always Make a Follow-Up Appointment for the Next Treatment Set up office systems to track patients Make a follow-up appointment for the next treatment before the patient leaves the office Appointment card (have patient self address card) Try to obtain e-mail address If the patient has not made a follow-appointment, use telephone reminders and also send out a reminder card for scheduling the next appointment
You Are the Reason Patients Return Become your patients dental expert Educate, educate, educate Keep your patients coming back for more
Best Practice Strategies in Summary Recruit: AID Convert: CARE Retain: STAY A ssess I nform D ecide C ommunicate A cknowledge R espond E ducate S et expectations T reatment assessments, if necessary A lways follow Y ou
Botox for Dentistry Optimal Office Management A. Staff training: patient dialog and phone skills training B. Aesthetic office environment
Staff Training: Patient Dialog and Telephone Skills How to Transition a phone inquiry into a BOTOX dental treatment
Patients First Contact Many patients first contact to the practice is by telephone 15-second rule People decide if they like you or not in the first 15 seconds 68% Patients who decided to seek care elsewhere did so because of staff discourtesy
First Thing First: Handling the Patients Inquiry Always ask: Have you had BOTOX before? Yes Where you satisfied with your past treatment? No How did you hear about Dr._____ and BOTOX?
First Thing First: Handling the Patients Inquiry PEERS P ositive Contact E xplore E ducate R espond S chedule Well, thank you so much for calling us because it is really important to understand how BOTOX works and how that relates to patient satisfaction First, it is important for you to understand BOTOX is administrated in units. BOTOX has been used to treat 1 million people since its 2002 FDA approval. The most common side effects are headache, respiratory infection, temporary eyelid droop, nausea and flu symptoms. Is there a reason you are interested in BOTOX? Allergan is the only company that manufactures BOTOX. BOTOX is a simple, non surgical procedure that, within days, relaxes muscles in adults (65 years of age for up to 4 months) Does that all make sense to you? Important: Keep it conversational (if objection is present go to LAER) What day could you come in for a consultation?
Patient Dialogue Strategy What is BOTOX? A powerful safe muscle relaxant A purified protein which is injected in a very low doses into overactive jaw muscles that cause pain A simple, non-surgical procedure that, within days, soothes muscles / eliminates pain / reduces excessive salivation/ improves your smile Works by blocking the release of acetylcholine, the chemical that causes muscle to contract
Patient Dialoguing BOTOX Key Messages How Does BOTOX Work? A purified protein that soothes and smoothes muscles by blocking nerve impulses. With a few tiny BOTOX injections into the painful muscles the pain soon disappears. BOTOX is non-surgical so no recovery time is needed. Once the muscles are at rest, there is relief from pain which can last up to 4 months. Is BOTOX New? BOTOX, has been used to treat a variety of medical conditions for nearly 15 years. Approved in 2002 as BOTOX - 1 million people have been treated to date
Patient Dialoguing BOTOX Key Messages What Happens After the Procedure? Non-surgical - no recovery time. After treatment, you can immediately get back to work or other activities. The patient can expect to see results within days after treatment with effects lasting up to 4 months. Simple procedure – a few tiny injections – takes about 10 minutes and can be performed in the physicians office. The most common side effect includes headache, respiratory infection, flu syndrome, temporary eyelid droop and nausea.
BOTOX Consumer Language USEWHY Purified Protein Body friendly Minimal Discomfort Helps alleviate concerns about what BOTOX is Comforts patients, helping them realize that the treatment is reversible and does not effect the rest of the body Eases concerns that treatment may be too painful
BOTOX for DENTISTRY Indications and Usage Indication BOTOX for dentistry is indicated for the temporary relief of painful jaw muscles, migraine headaches, uncontrolled salivation (sialorrhea), limited mouth opening (trismus), gummy or asymmetric smiles. Contraindication BOTOX for Dentistry is contraindicated in the presence of infection at the proposed infection site(s) and in individuals with known hypersensitivity to any ingredient in the formulation.
Additional Treatment Considerations Other treatment considerations Patients with neurological disorders such as ALS, Myasthenia Gravis or Lambert- Eaton syndrome may be at increased risk of serious side effects. The most common side effect include headache, respiratory infection, flu syndrome, temporary eyelid droop and nausea. Less frequently occurring (<3%) adverse reactions include pain in the face, erythema at the injection site and muscle weakness Refer to full prescribing information provided
Remember the characteristics of the early majority patients Early Majority patients want to….. Have more information than Innovators and Early Adopters Be conversational but your goal is to give as much factual information to them.
Simple Patient Communication.. Can Lead to more Business P E E R S P ositive E xplore Educate R esponse S chedule L A E R L isten A cknowledge Explore R espond Objections may be present
Practical Questions How long does BOTOX last? BOTOX can last up to four months. When it wears off, there is a good chance that your pain may have disappeared for a prolonged period because painful jaw muscles may be a transient condition. However the pain may revert to their pre-treatment level of discomfort. Will my facial expressions look natural? Yes, although your wrinkles between the brows may disappear, it will not radically change your facial appearance. You will still be able to smile, frown, or look surprised without the wrinkles and creases between your brows Applicable to brow treatment for tension headache Is BOTOX expensive? When considering major reconstructive dentistry, BOTOX for dentistry is quite affordable.
Using the LAER Method for Objections: L isten to the Objection: A cknowledge: Explore R espond Listen, Acknowledge, Explore, Respond How long does BOTOX last for my condition? – I heard it does not last I can understand your concern with BOTOX longevity – as this does vary from patient to patient How long would you expect it to last? Generally BOTOX lasts for up to 4 months. When it wears off, your condition may gradually revert to the pre-treatment (condition).
Using the LAER Method for Objections: L isten to the Objection: A cknowledge: Explore R espond Listen, Acknowledge, Explore, Respond If I use BOTOX will I lose facial expressions? I can understand your concern with losing your facial expressions May I ask you where you heard about changes in facial expressions with BOTOX? For most patients it is a natural appearance. Your wrinkles between your brows may improve, but BOTOX for dentistry will not radically change your facial appearance.
Objective Handling: How do I use the LAER Method L isten to the Objection: A cknowledge: Explore R espond Listen, Acknowledge, Explore, Respond No, Im curious how much he charges? Why does it cost less at the cosmetologist? I can appreciate your concern for price as this varies a lot from office to office (This depends on the strength of the dilution.) Can you elaborate on what concerns you have about cost? On average you can expect to pay between $______ and $____.
Three Basic Decisions During Phone Inquiry Botox for dentistry Inquiry Schedule Appointment Refer call elsewhere within the office Give some basic information
Process to follow when the patient isnt ready to schedule an appointment Receive phone call form patient Refer patient to professional in practice, if necessary Brochure Physician information How to take action Give some basic information on the treatment to the patient Schedule an appointment Create patient tracking file Send patient information packet Follow-up with patient in 7 days
Helpful tips Answer a question with a question Credential your injector Educate, Educate, Educate Knowledge translates to power, loyalty and trust Be able to comfortable talk about BOTOX and the benefits to the patient Ask to schedule the consultation Make them feel important
Telephone Skills Summary Answer calls on first or second ring Engage in conversation vs answer questions Educate, Educate, Educate Knowledge translates to power, loyalty and trust Be able to comfortable talk about BOTOX and the benefits to the patient Ask to schedule the consultation Make them feel important
Summary Systems and routines you develop will directly affect practice operations Developing effective ways to use the telephone will increase revenue and promote quality in your practice Keeping an existing patient is easier the getting new patients. Use these skills to retain your patients – remind the to come back