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Big Case Dental Practice Marketing Blog
Not Dental Case Presentation but Selling by System
Case Presentation is a ‘red herring.’ It’s a distraction from the much more important and bigger process of what must happen before, during, and even after the actual presentaiton.
Anyone claiming they can tell you the secret to presentations is lying because the real secret is that to sell bigger treatment plans predictably, you need to have a system AND with selling by a system, the presentation becomes one of the least important components of the entire process.
When this video was shot, the Program wasn’t available online. No it is. Anyone anywhere can accesss it……even dental students…..that’s how accessible it is……
Amost Tversky and Dentists
How much behavioral science do you understand and use to help your patients?
I bet you’ve never heard of Amos Tversky and his studies are probably as important right now to you as G.V. Black’s were to dentists a billion years ago.
During my podium presentation at the AAID meeting recently, I administered the Amos Tversky survival and loss/benefit test to the audience. Previous test subjects showed that when presented with health care options from a benefit/survival framework or from a loss/mortality framework decision making was GREATLY influenced. In a nutshell, the tested audience all read the same scenario but each half of the room has treatment framed either around benefits and or loss. Here’s what the dentists/auxiliaries “said” via their test in Vegas:
Results:
Benefit/survival frame: 72% chose surgery and 28% chose radiation.
Loss/mortality frame: 60% chose surgery and 40% chose radiation.
While radiation was the wrong choice from a mortality standpoint, AAID attendee’s were swayed by the information “framing” in the loss frame. In other words, people could be pushed into even a bad decision simply based on how information is presented. No surprise as that’s how the test typically turns out.
There are DIRECT applications of data just like the Amos Tversky study with how you discuss treatment and present cases.
Is anyone in your dental circles or educational circles talking about this? Are you reading it in any journal? Does anyone mention other names like Kahneman, Cialdini, or Iyengar? If you’re not getting exposure to this via those routes, I can tell you that your results with more elective treatment plans are automatically diminished….and you don’t know what you don’t know.
The clinical CE folks can’t help anyone influence patient behavior unless they are introducing concepts/studies by these scientists……Quite honestly, in the new economic reality, THESE are the people dentists need to be studying.
You can do this on your own (read these guys/gals and adapt their science to develop a selling system) or you can become a credentialed in our ethical selling program that takes the science and puts it to work for you to influence your patients in making better decisions. The slow way or the fast way…..choice is yours.
What to Know about Social Media Like Facebook
Why Social Media is NOT the starting point for dental marketing.
Every practice has a limited amount of energy, dollars, and, one very finite element that is precious and non-renewable-Time!
The reality is every “new patient” strategy, every strategy that creates prospective patients and patients for silos of business in the practice (cosmetics, sedation, dental implants, TMJ, apnea, etc.) must all be looked at from the standpoint of how many of these resources are devoured.
Currently Facebook™ is something that a fair number of dentists
o promote your practice. Far too much is being written about it in various publications and diverting practices from what’s truly important and better use of limited things like money and time.
Yes, “internet marketing” via Facebook is enticing; especially since it’s “free.” But, what you don’t know is that virtually all of the internet marketing that really works costs money and a lot of it. We spend a LOT on SEO just so we’re on page one for “dental case acceptance” there is simply no free way to go about this……
There are lots of big companies wasting money on this but they can afford to do so. AND….some of the extremely unique national online businesses attract traffic and business with FB but most businesses don’t. Another category that benefits a lot from social media are performers, entertainers and celebrities because “fans” can be crazy and rabid about those individuals they identify strongly with and as a result do and buy whatever comes across the “feed” or the “tweet” to the fan. Now…..guess who won’t/don’t benefit— local dental practices.
Free strategies virtually never make money… and the why SHOULD be obvious to you as a business owner concerned about the bottom line. If they did, the social network companies would ultimately find some way to charge for it AND be profitable. An example–I use (pay) for a social media site called SoundCloud where a lot of folks in the music industry congregate and it’s profitable because almost everyone is a paying customer—up to $300 per year to have unlimited server space for your production work.
Somebody’s gotta’ get paid. Another truth—most internet product only marketers share lists and split up the profits, or they buy ads on Facebook™ and target their customers…and this strategy for National Businesses CAN work.
What works for National companies (like mine) won’t always work for local businesses (like yours).
(But, don’t think that the grass is greener!…there’s a lot of things that you can do that I can’t which includes buying big mass media which I can’t do in every market where we have members…..
Okay back to Facebook™…
If you have a Facebook™ account and reveal in some way in your profile that you are a Dentist, you’ll notice that the ads you see are probably Dentist Specific… Targeting Dentists. Someone is paying Facebook™ to put their ads on YOUR page…and if you click the ads, you’ll go to their website. (But even that step is just one of many steps that have to happen right in order to make money. It’s not easy to make this work and it gets complicated especially when you analyze the behavior and “attention span” of those congregating and spending time on social media sites.)
But, your real market is approximately a 30-60 minute commute radius around your practice …VERY dependent on how strong of a case you’ve made for your unique “method” and the type of patient you are promoting for in big media. Targeting enough viable prospects using Facebook™ to justify the expense and the time is extremely difficult, if not impossible, as a local small service business.
Does this mean that you shouldn’t open up a Facebook™ account and post comments and photos? Not necessarily…but be careful. If you say or share the wrong information or photos, it can repel prospects and/or patients.
But more importantly, you must realize that you aren’t going to get much traffic (visitors to your Facebook™ page) without marketing it….and THAT’S why, based on spending plenty of test dollars on Facebook™ ads and even more on getting “visitors” to our national website, for attracting deep disability patients, there’s far better strategies to employ that do not include Facebook™ or any Social Media marketing at all…
To see what we do on Facebook™ click this link...
By the way, this site does NOT make us money… I need to do a lot of things before and after this page to attract business and this page isn’t a big part of my marketing efforts.
I’m only showing you this so you can have access to more free information—if you want it. In exchange, feel free to hit the “Like” button for me…and also hit “Like” for any of the articles or videos that you visit on the page. This will help other Dentists get valuable free information that will save them time, money, and stress.
The next time you hear someone bragging about all of the business they are going to build from FB, you can smile and know the truth……..
Why “just an ad” isn’t enough.
We often get asked the question, “can’t you just send me one ad that solves all my problems?”
If someone is promising you that kind of thing, I can assure you they aren’t disclosing the other items that when left out kill the results from even a great ad…..
ClearChoice & Dental Implant Public Seminars–What to Know
One M.I.A. strategy for many practices looking for implant cases is the public seminar or open house concept.
I’m in the midst of updating the how-to’s of this evergreen strategy for our current Elite Members and future credentialed members who opt for that route in the online Maximum Case Acceptance Ethical Selling Training Program.
Seminars/open houses ARE worth a test in most locations especially if certain technology components are present in the office. It’s outside the box thinking for most dentists with the skills to do these cases.
The best news; What’s not usually needed are full page ads to find patients needing implant services. Here’s an example from ClearChoice–and there are some very right things with this ad beyond all the wrongs.
Full page ads are overkill for almost anything we do in dentistry. In November’s member newsletter, I’ll lay it out in black and white exactly what optimum ad size is for most major newspapers for solo and 2 doctor practices.
Two more big lesson to learn from “blowing wads” this big is how teaming up with multiple doctors allows one to buy more and bigger ads and when someone else is spending lots of $$ in a local market and tha that someone has a known selling system with serious flaws, one can leverage from all that money being spent and bring consults in already seen by the other practice and take the case for yourself.
It’s this kind of smart thinking that creates more cases and dream practices…….what are you waiting for?
