Big Case Dental Practice Marketing Blog

Dental Independence Day

Butch, The Patriotic Whippet

For US readers, the 4th of July is upon us.  It’s one of MY personal favorite holidays.  At our house, the flag will fly, Sousa marches will blare in the backyard (my neighbors hate me for that), ridiculous quantities of hamburgers and fries will be consumed, and of course, the day will end watching nearby city-wide fireworks from our front porch.  You could even say my level of “thanksgiving” is larger on this holiday then for the holiday bearing that title.  The down side to spending the 4th in Seattle is that all of the above might be occurring in 55 degree weather—yes, in July.   
 
[At the end of this email there’s something directly applicable to your independence as dentist and business owner.]
 
One’s idea of being American migrates and changes over time.  Personally, I’ve had transformations in my thinking from my earliest real memories of the 4th during the bicentennial year, to having been a Boy Scout, having had family members in the Army and Navy, to a stint as an NCO in the public health service (most probably don’t know that the USPHS is one of the 7 uniformed services).
 
These days, the holiday really reminds me of how grateful I am to have been lucky, as Warren Buffet says, in the great “ovarian lottery.”  Call me sentimental but I get a little teary eyed when I think about the opportunities that I was born with automatically.  It’s also that time of year where the history buff in me ponders the long term future since empires always rise and, eventually, fall.
 
Another item that I’m grateful for is to wake up every morning and for the most part go about my business as I  please without worry of retribution from authorities or getting shot (at least by the government) because you don’t subscribe to a particular religious, political, marketing, or, these days in dentistry, occlusal philosophy. 
 
Stepping back and away from the US, for any dentist that was just as lucky to be born into a free society (particularly those with common law histories), you have those same privileges to be grateful for. 
 
Yes, we ALL owe thanks to William the Conqueror, who in 1066, started the chain of events ultimately putting an end to most arbitrary whims being applied to the average citizen.  While certain classes of citizens still aren’t equal in every western country, a lot of progress has been made and will continue to be made. 
 
As much as I hate lawyers and love the joke, “whaddya call a bus full of lawyers at the bottom of a lake…(a good start!),”  I’ll take the rule of law over those previous methods of guilt or innocence determination based on things like whether you healed in a timely manner after grabbing a red hot poker or after pulling rocks out of a boiling cauldron.  NEVER pine for the good ole’ days!
 
In modern times, we put up with a lot of hassles as dentists AND in a bigger sense as business owners fighting against powers and trends that encourage sloth and entitlement.  There is no doubt those are ever encroaching on those that willingly choose a life of creation of things and services of real value.  The “no work get stuff” mantra continues to grow wider across larger segments of the population.  When one looks at the slice of the western world’s populations really pulling their weight and paying the ever growing societal debts being incurred it is a shrinking group of individuals. 
 
Recently, I had lunch with the owner of a local laboratory who’s also a friend and confidant.  His lab is in the top 3% of labs in sales volume in the US.  Guess what?  He has the exact same frustrations many doctors report as part of our programs with running their business (staffing issues, marketing and sales strategies that must always be attended to, administrative hassle and b.s., etc.).  The exact same stories, just different names.   It’s like that in EVERY industry.  
 
At best, we often tolerate inept others around us which perpetuates our problems and frustrations.  At worst, we have to put up with complete idiots who are often in control of things related to our livelihoods such as dental boards and various other regulatory and taxing authorities. 
 
But, would any one of us trade our daily hassles and freedom we enjoy as dentists and instead wake up as a native of Darfur, Congo, North Korea, or depending on which day of the week, Iran, on the 5th?   Just hoping to somehow immigrate to Australia, the US, Canada, France, the UK, etc. and very likely never seeing such a dream fulfilled?
 
Appreciate and celebrate the freedom you have to make your dental practice and life as successful as you CHOOSE it to be each day.  You have the opportunity to make both small and large choices with incredible long term effects.  Here’s a guarantee—where you will be next year is a direct consequence of choices you make today and with those you associate with.  Pick carefully.
 
In the free societies, it is literally no ones fault but ours if we don’t get want we want beyond that basic luck of birth.
 
Yes, the revolution celebrated on the 4th in the US started out with us as tax scofflaws, but all things considered, the experiment continues to be a good one to have initiated. 
 
For the US docs, have a great 4th of July!  For Canada, a belated Canada Day! 
 
Best,
James
 
P.S. 1.  When it boils down to it, right now, dentists everywhere are choosing (whether they know it or not) on a daily basis whether they stay independent in their business.  Most are choosing the easy path which is a gradual decline and end to independence, freedom, professional satisfaction, and income.  If you refuse to “go quietly into that good night,” then you belong with us using one or more of our tools designed for increasing independence.  One tool to do just that is our Maximum Case Acceptance System which eliminates the immutable sin of selling your services at random.  For one week only, take 7.4% off the System (Yes, July 4th = 7.4%).  Click here to stay independent. Use the Promo Code “July4” to save 7.4%.
 
P.S.  2.  As we have doctors in over 50 countries reading these emails, I realize that some will open this message today, who, do not enjoy these same natural rights that the lucky rarely acknowledge what they freely gained at birth.  For you, take hope in that in this “flat-world” age we live in, it’s becoming ever more difficult for long term suppression of basic human rights to continue unchecked without revolt.   

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External Marketing Crash Course for the New Dental Economy

Register here:

https://www2.gotomeeting.com/register/854789211

 
Fundamentally, the middle class that traditionally bought dentistry is gutted.  

Yes, the upper 20% of the affluent are still on top and gaining ground but the rest of the middle class can kiss their dentistry and standard of living good bye.  

Even worse, if their kids happen to be born after 1984, their future is in the tank, and they can look forward to a lower standard of living compared to their parents.

Find out the key essentials for external marketing in the decade ahead under the changed conditions.

Listen in and ask questions as I give you the inside info on ways to get to those who have the financial resources to take advantage of your skills.

Register even if you can’t attend and a recording will be sent to you.
 
Title:         External Marketing – Crash Course
           
Date:         Wednesday, July 7, 2010
           
Time:         8:00 PM – 9:00 PM EDT

 
After registering you will receive a confirmation email containing information about joining the Webinar.
 
 

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New Strategies to Help Declining Business

Since many dentists think they are in the “spa” business.  See what this spa did to get revenue going up again.

http://nyti.ms/9SYLLy

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Decrease the Data You Give Your Patients

Every 18 months for the last decade, the world has doubled the data it pushes to you.

Twice as much email, twice as many friend requests, twice as many sites to check, twice as many devices.

That’s what’s going on in your patient’s world.

It’s becoming more difficult to insert yourself into their conversations without a clear focused message.  Are you doing such?

Their world is growing complex.  Those who simplify are leaving those who become commodities in the economic dust.  When’s the last time you recorded a new patient exam or case presentation and look at whether your created complexity or relieved it.

Food for thought.

Best,

James

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Your Dental Brand

More and more dentists buy into branding B.S.  One recently posted a tweet “unveiling our new logo” with a (gasp) stylized tooth—how inventive! 

Most never fully understand what branding really means for a small business and what “branding” can and can’t do for the dental practice.  Just as more dentists plunge off the cliffs of branding insanity, the world is suddenly a lot flatter when it comes to the customer being in charge of how others see you and your practice—and ultimately punch holes through all those branding paper bags dentists are getting sold by marketing charlatans.

If you aren’t filling in the blanks online, others will cetainly do so.

Here’s a great example.

BPGlobalPR

This ONE guy tweeting has BP cringing every time he tweets—and for good reason he’s got 100,000 followers.

http://streetgiant.com/2010/06/02/leroy-stick-the-man-behind-bpglobalpr/

What are you doing to fill in the blanks?

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Ethical Selling in Dentistry Defined

Here’s my definition of ethical selling in dentistry.  You heard it from me first.

“Getting Patients emotionally engaged in a treatment result that is GOOD FOR THEM and getting them emotionally and intellectually committed to treatment.”

Realize that most things pitched to emotionally engage an individual to purchase the good or service are NOT good for them (fast food, sugar coated everything, cigarettes, gas hogging cars, etc.).  Understanding this distinction, how could the professional NOT believe in selling something they can deliver that is really very very good good for the patient.

Notice that emotional engagement and commitment are necessary before intellectual commitment.  Over and over we show doctors that logic doesn’t get the patient to the table for serious discussions about making their life better with 21st century dentistry.

BTW:  Most dentists never understand this critical difference in selling things that do good and things that do harm and lump “sells” into the same category as all the bad stuff.  Most boards REALLY don’t get it…..shame on all those “colleagues.”

Understand the difference and then do something about it.  You’ll help far more patients.

By the way, our programs, live this, breathe it, teach it, AND sell it……and it’s not only good for the practices but ultimately for thousands of more patients.

Sell ethically.

Best,

James

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