The Simple Theory in Dental Marketing
It goes like this... one of the easiest ways to get your customers spending more money is to get your current pateints to simply "buy more stuff". Sounds very simply doesn't it? Well it would be if dental owners paid more attention to dental marketing and sales training! Many practice owners are constantly investing vast sums of money into constantly acquiring new patients, and this is essential too but to only focus on just acquiring new patients alone is quite simply MADNESS! This is a bold statement but what another conclusion can you draw when you know it cost up to 5 times more to acquire a new patient than it does to sell to an existing one?
Why are practice owners neglecting this?
Quite simply, people may be good at what they do, quite exceptional in fact but many practice owners lack people, communication, marketing and business development skills. And before we come over too critical here, we would like to take the opportunity to say we have HUGE respect for dentist and enjoy every moment of working with them but many skilled professions require an ongoing skilled focus to stay on top of the game.
But... here's the thing, so does marketing, entrepreneurship, accountancy, customer service etc... its entirely unrealistic to expect a dentist, chiropractor or a solicitor to be good at ALL these things. And whilst you can take some of that burden away with 'done for services', there's one thing people cannot escape from and that's needing to sharpen their communication and sales skills because how you are perceived by your patients is everything!
After all, people only buy from who they know, like and trust. So you need to develop your skills to make sure they know, like and trust you. Its that simple. Communicating the benefits to your patients is a bit of a 'banana skin' for many technically proficient professions like dentistry for e.g.. Yes they can tell you all the features, every step of how the product was made, distributed patented, refined, packaged and recite all the meta data from all the monthly scientific trials it undergoes to improve it's efficiency, but many cannot answer the simple question that really all the patients care about:
"What will it do for me!?"
- Make my smile better or worse?
- Is it cheap or expensive?
- Will I have to have my mouth open for hours?
- Is it likely to go wrong?
- Is it painful?
- Will I feel sick afterwards?
- What will people think when people see me?
- Will I look good for my sisters wedding?
These are the REAL questions people need answering and your whole communication needs to be centered around making this happen.
So study hard at your profession by all means but also study PEOPLE... it will turn your pateints into raving fans and turn your practice into an explosion of profit!
By William Lawson, GetWise Marketing