1. The Business of Dentistry From Employee to Entrepreneur Intro To Marketing

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

6. ZOCDOC.com

8. ZOCDOC When you have no perceived value, the consumer usually chooses by convenience… Either by location or availability

9. Today’s Primary Objective To clearly outline the essential marketing skills that need to be mastered in today’s marketplace in order to become a private pay, dental entrepreneur

10. 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

11. What is The Business of Dentistry Its… people, patients and processes… That create the “awesome dental experience” that people will gladly pay for and enthusiastically refer their family and friends to.

12. The Awesome Dental Experience How was your visit to that new dentist you saw today??

13. Do 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 “superior”

14. A 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.

15. What is an Entrepreneur One who organizes, administers, manages and assumes the risks of a business or enterprise

16. The Framework of The Business of Dentistry 1. Phone Contact 2. Reception First Contact 3. The Appointment – on time 4. Problem Discovered 5. Customer Educated as to their options to solve the problem (A) fixing it (B) paying for it 6. Problem taken care of 7. Customer pays, transaction completed 8. Customer care follow-up

17. Service Business Service 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

18. http://www.youtube.com/embed/OecZu765d38

19. The Health “Care” Business “People don’t care how much you know and much as they want to know how much you care.”

20. What Is Marketing In Healthcare, It is the communication of your caring and service

21. What are you communicating Do you know what you are doing Do you do what I am interested in Show me some sizzle, move me emotionally Will you take the time to create a quality relationship that takes the me (the patient) from trust to yes

22. Who are you communicating to Women make 92% of dental appointments “Women Centric” marketing is essential

23. Types of Marketing 1.Internal The 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/Videoized Some Snail Mailings directed to landing pages Social Networks directed to landing pages Self Publishing ( Women Centric)

24. How much should I spend on marketing actives 3-5 % of Gross Income

25. How are those dollars allocated? Internal 30% External 70%

26. External Marketing Expenses External Marketing is 8-16 times more expensive than generating referrals thru Internal Marketing

27. Marketing 90%+ of your External Budget Web Site / 30% of project Google Organic/SEO Google Local Business Google 7 Pac Youtube/Google YOUR ONLINE REPUTATION Integration of Internal Systems with Web based

28. Your Marketing Strategy What makes you different Are you setting yourself up to be positioned as a unique authority (USP) Niche practice Are you creating a world class,5 star experience for your patients. The Awesome Dental Experience”

29. World Class Service Unfortunately a good number of doctors and team members feel as if being “nice” is world class service Not even close… I expect “nice”

30. Your Marketing Plan Should be written Must include all team members and ideally led by one The Dr provides the vision, the training, and the development of the staff members You must have accountability and metrics in place to monitor efforts and success

31. Marketing Practice Monitors New patients per month Cash Value of a new patient Recall Percentage Case Acceptance Ratio Cost of Acquisition

32. Internal comes first Internal Marketing must be in place and systems air tight before any external marketing is initiated Otherwise you are wasting your time and money

33. Our Overall Goals 1. Attract new patients 2. Reactivate old patients 3. Create ongoing referrals 4. Get current patients to choose more services

34. Our Overall Goals 1. They must experience the wow factor 2. You must find something unique about them that you can you can acknowledge in the future 3. You must begin the process of a long term relationship that builds from trust to yes

35. Internal 1. Phone Protocol 2. Front Office Protocol 3. The appointment – ON TIME 4. Comfort – injections, warm washcloths 5. Care Calls 6. Fuzzy Notes 7. Hygiene (Whitening – Work Ins) 8. Acknowledge Referrals 9. Networking 10. Cause Related 11. Christmas in November 12. E-newsletter 13. Offering Financing 14. Practice what you preach 15. Your waiting room education center

36. 1. Phone Protocol Common, unacceptable Phone Protocol Answering machine picks up during the day Phone lines busy Too many rings before someone answers Lack of dental knowledge or inability to answer patients questions Asking any questions about insurance on first contact Office staff appears rushed or that the call was an interruption The caller is not asked if they would like an appointment Rules or guidelines communicated to prospective patient before they have ever made it into the practice

37. Emergency Patients “ I woke up with a bad tooth ache”

38. 2. Front Office Protocol Only 12% of Doctors understand the impact their front desk has on new patient volume and their income The telephone is the ONLY POINT OF ENTRY for 98% of all new patients New patients only have a 60% chance of reaching a live staff member during normal business hours 85% of new patients WILL NOT call back or leave a message when they get a voicemail or answering machine The Scheduling Institute

39. 3. The appointment Acknowledge the patient appropriately On time – PRIORITY ONE If you are running behind, updates every 5-7 minutes minimum

40. 4. Comfort Painless Injections (comfort control syringe) Headphones TV Warm Washclothes

41. 5. Care Calls Post op care calls to all patients that received an injection that day List is prepared for the Dr and given to him at the end of the day

42. 6. Fuzzy Notes Kids Family Events Health We must find something unique about them that you can you can acknowledge in the future

43. 7. Hygiene Your marketing director “Whitening for Life” program Sports mouth guards Nite 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.

44. 8. Referrals You must ask for them You must have systems in place to encourage them You must deliver on the “Awesome Experience” on a consistent basis You need monitors in place to measure your results

45. Referral Systems Waiting Room Acknowledge New Patients – Hand Written Thank You for referrals – Hand Written

46. Waiting Room The Greatest Compliment Our Patients Can Give Is The Referral of Their Friends and Loved Ones Thanks

47. Thank you gram One to patient One to the person who referred patient Placed in Practice branded coffee cup along with incentive coupon and mailed to place of work Also whitening for life incentive

48. Thank u Gram Wishing you a good old fashioned Thank You Thank you for referring Mrs. Jones to our office. We appreciate your confidence in us. Dr Tom Practice name, Address, Phone Number

49. Gift Card – $25

50. Thank u Gram Wishing you a good old fashioned Thank You Mrs. Smith Thank you choosing our office, we appreciate your confidence in us. Dr Tom Practice name, Address, Phone Number

51. 9. Networking Dr to Dr Marketing Manager to Marketing Manager Diabetes Association Heart Association Oral/Systemic Connection and your Total Health Program

52. 9. Networking Magcloud.com

53. 10.Cause Related Choosing a cause that you are passionate about is key Involve the entire team Think “women centric and put yourself in a position to be seen by “moms”

54. 11. Christmas in November In November you prepare a mailing piece to those patients of record who have diagnosed/ unscheduled treatment that have insurance benefits remaining.

55. 12.E-newsletter Quarterly 1-2 minute video Focused on Optimal Total Health

56. 13.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

57. 14.Practie what you preach If 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.

58. 15.Wating Room as an education center You 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

59. Your 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

60. Your 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?

61. Your 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

62. Your 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

63. Your 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?

64. Increasing Production in the New Economy Roger Levin DDs Dental Economics December 2012 75% of Dentists have experienced production declines in the last 3 years Average Doctor production declined 9.6 % in 2011 Hygiene Patients are more likely to cancel Patients Are Increasingly turning down treatment recommendations

65. To Succeed in the new economy dentists have to operate differently 1. Create value in the first call 2. Build stronger relationships with patients 3. Implement an ongoing patient referral program 4. Bring back inactive patients 5. Promote comprehensive dentistry 6. Ask the commitment question during every case presentation 7. Offer outside financing 8. Implement a comprehensive follow up system