Dental Practice Marketing: Which Campaigns Work Best?

Dentists Share Their Most Effective Marketing Strategies

The Wealthy Dentist asked dentists about which dental marketing campaigns have been most successful for their dental practices. The clear winner was direct mail marketing. Dentists have also had good luck with Yellow Pages listings and TV ads. One dentist was thrilled with his new dental practice signage, saying, “60 new patients per month with the new sign!”Most effective dental marketing campaigns

Here are the top types of marketing campaigns for dental practices:

  1. Direct Mail
  2. Yellow Pages Listing
    TV Advertisement
  3. Internet Directory Listing
    Signage
    Newspaper
  4. Website Promotion
    Billboard
    New Patient Discount
    Radio

“We sent out a personal holiday card with a short letter of thanks and future exciting information to present and past patients we hoped to reactivate,” wrote one dentist. “It did not go to the few difficult patients. We had a huge response of reactivation and new referrals from present happy patients!”

Read the complete dental marketing campaign survey results…

How to Become Recognized as THE Cosmetic Dentist Part 2

Dr  Harvey Silverman How many times have you heard a patient say, “Let me go home and think about it” or perhaps, “Let me talk to my husband (or wife) about it” after a cosmetic consultation? There are many excuses, or even hidden objections, causing patients to “hold-off” on proposed cosmetic dentistry.

The bottom line though is that this does not have to be the case. I know that from teaching dentists how to step up the cosmetic component of their practice for over 25 years.

So what is the best approach and how long does it take to expand the cosmetic component in your practice? At the Silverman Institute of Cosmetic Dentistry we found that no matter where you practice the good news is that it does not take months to take your cosmetic dentistry practice to the next level.

It can happen in one day if you are willing to make a commitment to distinguishing the cosmetic component in your practice.

Even in today’s economy patients want to have a self-confident smile and to look/feel their best. In order to achieve this cosmetic expert status, you need to cultivate outstanding clinical skills. The good news is that it is easier to do that today than ever before with non-invasive/minimally invasive veneers.

See Figure 1 and 2 below. Simultaneously we must look at our work environment. You might as well do that today since your patients are doing that when they enter your dental practice every day.

Figure 1: This patient is undergoing the final phase of Invisalign treatment

Figure 1:

This patient is undergoing the final phase of Invisalign treatment by another dentist.  He is interested in knowing what can be done to enhance the final esthetics of his case.

Figure 2: After doing a custom-designed 60 Second Smile Trial directly on tooth #7

Figure 2:

After doing a custom-designed 60 Second Smile Trial directly on tooth #7, the patient can see exactly what the final outcome of the case will look like.  The patient is also considering tooth whitening prior to doing the in-office LifeLike Veneer™.

Step 1: Creating Self-awareness Through a Self-evaluation of Your Practice

Here’s a simple suggestion on how you can accomplish that. Walk out of the office for a moment. Okay now come back in and look around. What do you notice? Does anything you see in your reception area jump out at you?

Write down some notes on a piece of paper.

After doing that let’s step out of the office again – and come back in. Now this time I want you to look around the office with a different perspective, as if you are a patient. What does your office say about you as a cosmetic dentist? Is there anything in the reception area that informs, educates and motivates patients to learn how recent advances in cosmetic dentistry can enhance their smile? What silently provides your patients with increased confidence in your cosmetic dentistry skills?

Is there anything that you see that helps distinguish you as a skilled, talented cosmetic dentist?

I can go on and on but I think you get where I am going.

This exercise is something I have dentists do during our cosmetic dentistry Boot Camp program. The result is that the dentist and the entire team learn to think about the unspoken message your office is sending to your patients. This may seem obvious enough but when was the last time you sat down in your reception area and looked around – seeing the office from the eyes of a patient? When you do this you and your team will learn what needs to be done to build cosmetic awareness.

So what should your practice look like?

If you snap a few photos of your reception area (no more than 5) and send them in jpg format to my email address at incrediblesmiles@aol.com, I will be happy to review them and provide you with a few complimentary suggestions on simple changes you might want to make.

This is a very important first step for you if you want to take your cosmetic practice to the next level and I’d like to help you accomplish that goal.

In the next edition of How To Become Recognized As THE Cosmetic Dentist In Your Community:

Step 2. SCRAP THE TABLOIDS, SHARE SOME SMILES

About the author:

Dr  Harvey Silverman Dr. Harvey Silverman has successfully coached dentists on how to take their cosmetic dentistry practice to the next level since 1984. If you want information on how the Silverman Institute’s Cosmetic Dentistry Boot Camp Program can take your cosmetic practice to the next level, contact Dr Silverman at (216) 256-4599 or e-mail him at incrediblesmiles@aol.com.

Dr Silverman is the author of Best Cosmetic Dentistry Practices in Dental Products Report as well as Silverman On Smiles in Dentistry Today and is the inventor of the LifeLike Veneer System™ and the EasySmile Tooth Whitening System™ that will be available to dentists in 2012.

Dental Marketing Can Bring Lots of New Patients (video)

Dental Marketing Can Bring Lots of New Patients (video)Dental marketing programs can bring lots of new dental patients to a doctor’s office.

However, some dentists can’t help but feel dirty about marketing themselves and their dental practices.

As one dentist pointed out, “A restaurant can’t say, ‘We won’t do marketing because we just want to cook good food for people.'”

Sighed a prostodontist, “Marketing is a necessary evil.”

The Wealthy Dentist conducted a survey asking dentists if dental marketing is part of their job.

Click on Play to hear how dentists answered this question —

What are your thoughts on dental marketing for your dental practice?

Dental Marketing Meets the Holiday Season

Scrooge Misses Out on Valuable Marketing Opportunities

Merry Christmas, folks! This week I thought I’d review how some dentists take advantage of the dental practice marketing opportunities presented by the holiday season.

Holiday Shopping… At the Dentist’s Office?!?

Just because you’re not a retail store doesn’t mean you can’t cash in on Christmas spending! One Ohio dentist is doing just that. Dr. Mindy Munowitz is selling what she calls “Holiday Sparkle Packages” that patients can purchase as gifts for friends and family. (Read more)

Zoom tooth whitening treatment is a part of each “pamper-me” package, but that’s not all. Recipients also get gift certificates for massages and facials. It’s a great way to make a profit off of today’s spa dentistry trends!

Secret Holiday Marketing Weapon: Christmas Lights!

Holiday lights are a great way to draw attention to your building! The photo you see here is of Lake Texoma Dental Care in Denison, Texas. Each year, Dr. Stephen McAnaney makes sure his practice gets noticed by the community. He hires a professional lighting company to decorate the office building with a sophisticated display that not only looks great but also generates new patients. Together, the decorated office and the sign really make a strong impact that says this dental practice is truly bringing the holiday spirit to the community. It also drives home the point that this dental office is warm, sophisticated and probably a great place to receive your dental care. (Read more)

Let’s look at the return on this investment – remember, ROI is a great way to make business decisions! Your first year is an investment; the initial cost of lights will likely range from about $750 to $2,000, depending on the size of your building and types of lights you use. Plan on another $1,000 each year for professionals to hang and later take down your lights. (Unless you’d rather risk breaking your own neck up on the roof?)

How much money does a single new patient bring in? I figure that the average net contribution to the bottom line for an additional new patient, after all the costs of delivering the dentistry, is going to be at least $500, and quite possibly much more. By this math, you would only need six new patients to pay for this the first year and just two additional new patients in succeeding years.

Free Advertising: The Price Is Definitely Right

One IDA dentist has been working hard to use the marketing know-how he’s picked up from The Wealthy Dentist to pick up new patients and increase name recognition of his practice. Dr. Jeff Clay of Shady Spring, West Virginia, teamed up with a local radio station to offer a holiday dental giveaway.

Listeners are invited to enter on the radio’s website (where there’s a prominent link to Dr. Clay’s IDA site, of course!). Visitors get to vote on which candidate needs dental work the most, and the winner will receive up to $2,000 in free dental work from Dr. Clay’s practice. In return for providing free care, the radio station is airing 100 60-second contest promos and another 100 five-second spots – that’s a $2400 advertising value! How brilliant is Dr. Clay’s strategy? Remember, there are more ways to pay for advertising than with money alone! (Listen to the radio ad)

Your Next Chance: New Years’ Marketing

By now it’s a little late for you to launch a Christmas marketing campaign – but not to worry, New Year’s is right around the corner! You can bet that lots of patients will be resolving to finally get the dental treatment they need. Plus, it’s a great time to market yourself to insurance patients whose benefits are renewed with the new year.

Dental Marketing: $151,200 with Google Offers and Groupon

This is the final article in our dental marketing series on Internet dental coupon marketing.  Today we boil it all down to just how profitable this new dental marketing vector can be.

First, let’s start with a quick review of the offer and the results:

1. The basic offer — $59 for a $421 dental package.
2. That’s an 85% savings to consumers who buy within the allotted time.
3. The purchase window was 23 hours.
4. The number of offers (dental packages) available was 300.
5. The number of packages sold was 51 — or 17% of the available offers.
6. Total dollars grossed in the test was $3,009, which was split evenly — $1,504 each for Mt. Tabor Dental and Google.

(Click here to view the full ad)

What’s important to note in the results above are that 51 packages were sold for a gross income to Mt. Tabor Dental of $1,504. On the surface, this tells us that the practice now has about $29.50 available to service each of 51 new patients.

However, what most people don’t realize is the concept of “Breakage.

Not all the coupons will be redeemed with the allotted time period. The reality is that people forget to use their coupons, and breakage can run from 30% to 50%. Meanwhile the practice is using the cash immediately. (This is the same game that American Express has been playing with Traveler’s Checks for the last 60 years.)

I think we can safely assume a 30% breakage rate. This turns our 51 packages purchased to just 36, giving $41.77 to cover the service cost of each patient. Now most of you are now trying to calculate how much money you are going to lose on each of these new patients when you only have $41.77 to deliver an exam, X-rays and a bite-and-boil home tooth whitening kit.

Don’t bother!

The reality is that Mt. Tabor Dental has now identified 51 potential new patients who are willing to pay $59 each.

The average new patient in the US is worth about $975 in gross production in the first nine months of treatment. Take out delivery cost of 10%, 4% collections loss and 9% universal expenses (cotton balls) and your net marginal profit is about $750. Knock off another $50 to cover any additional initial delivery costs and you end up with $700 per patient in your pocket.

Assuming a 30% breakage loss on coupon utilization, you net 36 new patients at $700 net each for a total of $25,200. For those real pessimists in the crowd who will say that half of those bottom-feeding coupon patients won’t accept your treatment plan and stay for at least nine months, well ok, you just made $12,600.

Now do you see any good reason why you wouldn’t run this or a similar Internet coupon ad with Google or Groupon every month for the next year?

Think about a possible $151,200 net to your bottom line over the next 21 months…

Disclaimer

© 2017, The Wealthy Dentist - Dental Marketing - All Rights Reserved - Dental Website Marketing Site Map

The Wealthy Dentist® - Contact by email - Privacy Policy

P.O. Box 1220, Tiburon, CA 94920

The material on this website is offered in conjunction with MasterPlan Alliance.

Copyright 2017 Du Molin & Du Molin, Inc. All rights reserved. If you would like to use material from this site, our reports, articles, training programs
or tutorials for use in any printed or electronic media, please ask permission first by email.