1. The Business of Dentistry From Employee to Entrepreneur

2. The Business of Dentistry Upon graduation, you will have 20% of what you need to know to make a living in Dentistry Dr Gene Heller 1/4/2012

3. What is Business Its… 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 GE

4. What is an Entrepreneur One who organizes, administers, manages and assumes the risks of a business or enterprise You are hopefully paid a premium for assuming that risk.

5. The Marketplace Today Growth of Corporate Dentistry PPO “commoditization” of Dentistry Current Trends – Social/Economic Future Trends – Social Economic

6. Corporate Dentistry

9. Consumerism Consumerism is a social and economic order that encourages the purchase of goods and services in ever greater amounts You have to promote and encourage what the Consumer wants … not what you want You must communicate a consistent message to the right people and be empathetic to what the consumer is experiencing in the current economy

10. Who is the Dental Consumer Female Make 80% + healthcare decisions Women Centric Who has the $$$$$$

11. Current Trends How The New Economy Has Changed Dentistry Roger Levin DDS 12/2011 1. Fewer New Patients Presenting to Dental Practices 2. Many Dental patients Are Rejecting Elective Treatment (currently 81% of dental appointments are single tooth treatment) 3. Insurance carriers have created lower reimbursement plans 4.Dentists are marketing more than ever 5. Young Dentists are graduating with significantly more debt

12. Current Trends 6. Americans will have less money to spend on retail and service sector businesses including dentistry 7. Dentists will be retiring later than ever

14. Real Estate

15. Oral Surgery

16. Dental Implants

17. Cosmetic Dentistry

18. Orthodontics

19. Dentures

20. Future Trends Faith Popcorn – Brain Reserve

21. The Practice of “General Dentistry 2012 and beyond” Faith Popcorn – Skill Sets for the next decade Being best in your field will not be so important – be in top 15% and be more adaptable Don’t be single minded – dip into every discipline Consider speaking Spanish Develop Interpersonal skills such as caring, negotiating, judgement and leadership Entrepreneurial skills will be key

22. Today’s Primary Objective 1. How do you prevent from becoming a Commoditized Dentist 2. To become an Entrepreneur - Find a Niche, Create a Brand around it 3. Indentify Relevant “NICHE” Markets 4. Predominately web based marketing

23. Types of Marketing 1.Internal 3 most powerful and inexpensive (human connection) Your Direct Financial success will be determined by your ability to master human connection tools 2. External (Gretzky Phenomenon) Web 2.0 Building Brand Equity Web Site/Optimized/Organically Positioned/Google Places/Youtube/Facebook Some Snail Mailings directed to landing pages Social Networks directed to landing pages Self Publishing ( Women Centric)

24. Commodity Trap The primary way out of the commodity trap is to establish yourself as an expert or authority on “something”

25. Niche Marketing

26. Origins of the Niche Markets - USP- Dan Kennedy - unique selling proposition - A subset of General Dentistry that serves the needs of a specific population of patients. Why am I so excited about web /social media is - The potential for you to Tell your Story and Create Your Brand is unprecedented in human history And to do it at a fraction of the cost of traditional media!

27. Someone Woke Up and said… I am a Cosmetic Dentist

28. Branding …A brand is the idea or image of a specific product or service that consumers connect with…

29. Branding Branding and the State Board Origins of Branding in Dentistry The Consumer responds favorably to branding It defines and segments your services

30. Offering Specialty Services in General Practice Sissy Cases vs Hero-dontics Standard of Care

31. Niche 1 – Botox, Dermal Fillers Louis Malcmacher DDS MAGD Commonsensedentistry.com 440-892-1810 When would you do it and Why?

33. Niche 2 – Oral Surgery Jay Reznick DMD MD Onlineoralsurgery.com

35. Niche 3 – Orthodontics Brock Rondeau Rondeauseminars.com 877-372-7625 American Orthodontic Society Orthodontics.com 800-448-1601 Staff Training June Williamson Orthoramaseminars.com 888-891-6485

38. 6 Month Smiles

39. Invisalign

40. Niche 4 – Endodontics Kit Weather DDS Endorootcap.com 877-478-9748 Dennis Brave DDS Kenneth Koch DMD Realworldendo.com 866-793-3636

41. Niche 5-Cosmetic Dentistry

42. Niche 6 - Implant Dentistry

45. Niche 7-Biological Dentistry-

46. Way outside the box The Biological, Health Oriented, Dental Practice is the LARGEST EMERGING MARKET opportunity in modern History 1. Biological Caries and Perio Risk Assessment 2. Minimally Invasive Dentistry 3. Remineralization and Antimicrobial Therapies 4. Advanced Non-Surgical Perio Therapy

47. Retainer Based Model

48. Niche 8 - Dentistry for Diabetics Dr Charles Martin Dentistryfordiabetics.com 877-433-7342

49. Niche 8 - Dentistry for Diabetics

50. Niche 9- Healthy Heart Dentistry Ron Schefdore DMD Healthyheartdentistry.com 847-236-0943

51. Niche 9- Healthy Heart Dentistry

52. Niche 10 - Bad Breath Halimeter.com 1-800-458-6153 Breathcure.com

53. Niche 12 – Sedation D.O.C.S. Dental Organization for Concious Sedation Docsedation.com 866-592-9618 Fellowships/Diplomat Status

55. Niche 13 - Sleep Apnea Mysleeptest.com 50% of cpap users are non compliant 25% of American have sleep apnea 40 million chronic snorers Kent Smith DDS

57. Niche 14 - Biosafe Dentistry “Green Dentistry”

58. Niche 15 - Laser Dentistry Minimally Invasive Laser Dentistry Biolase Laser Prep Laser Tissue Laser Whitening Laser Diagnostics

60. Niche 16 Facelift Dentures

61. Niche 17 Facial Esthetics Botox Invisalign Facelift Dentures Sleep Apnea 6 Month Smiles

62. NICHE 18 Total Health – Beyond the Mouth 12/11

63. Incorporating Social Media

64. Internet 1.0 to 2.0 The Internet is a VISUAL MEDIUM A Web Site is a LIVING BREATHING ORGANISM SOCIAL NETWORKS are emerging as marketing platforms of unheard of proportions

65. Social Media “ Use twitter once in the morning and once in the afternoon. There are several resources online for articles to which you can link. Get to know your community. Post things about what you are doing.You want to build up local traffic. Have your staff “tweet” or post to facebook. Use dental students or retired dentists to write blogs for you. You can actually conduct a great campaign in as little as 10 minutes a day” dental economics may 2010

69. Twitter Allows you to disseminate information instantaneously to an unlimited audience anywhere

70. Facebook Advertising Facebook.com/advertising

71. Hyper Targets Male/Female Age High School Some College College Student College Grad Grad Student Post Grad Single/Divorced Recent Breakup In a relationship Recently Engaged Engaged Recently married Married No kids Expecting Just gave birth Proud parent

72. Facebook - Split Test

73. Heat Map Tracking Clicktale.com

74. Heat Map

76. Facebook Advertising Factors Jeremy Schoemaker case study July 2010

77. Titles

79. Body

80. CTR Click Thru Ratio

82. Landing page mydentist.com/facebook

83. Direct Mail & Landing Pages

84. Direct Response Internet Advertising I prefer predominately DIRECT-RESPONSE Oriented ADS – Both web and snail mail Ask for someone to do something and you incentivize them.

85. Radius Mailing A physical mailing that takes place around a given address defined by a radius, 1 mile, 2 miles etc. Infousa.com Radiousconnection.com Neighborhoodgreetings.net

86. Demographic Mailing Based on Niche criteria

87. Landing Pages Long Tail, Direct Response, Direct Mail campaign using Landing pages

88. Long tail keyword phrase Long tail keywords are keyword phrases from 3 to 5 words used to refine search terms to something highly specific. There is generally very little competition for these phrases and they are easier to position.

89. Landing Page Design

90. Landing page mydentist.com/facebook

91. Diabetes

93. Dental Implants

95. Bad Breath

97. Reactivation

99. Welcome to the neighborhood