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AAID Vegas was a great meeting. When big organizations such as the AAID are putting promotion and ethical selling in front of their members you know that the realities of what’s required to use the advanced training from these symposiums and courses is truly sinking in with more members of the profession.
Here’s what the Academy had to say about my presentation on the podium last week. Click here to see.
Put it in perspective. $100K spent on good direct to consumer promotion results in $1M in production.
Since this video was shot there is a low-cost entry point into ethical selling (even a dental student could afford this).
https://www.CaseAcceptance.com
Here are some results from one of our practices only in the ethical selling Program. All fee for service…..
Heard of the Amos Tversky Survival and Thearpy Choice Scenario? Dr. Sheena Iyengar explores this in ‘The Art of Choosing’ and it has profound implications for YOUR patient treatment plans and how you ethical sell dentistry.
If you want to help more patients choose better treatment, take the time to learn something new. Influence and decision making behavioral science is now about 55 years old and the economic realities of practice are such that in order to thrive committing to learning this kind of information is no longer optional.
I’ll be in Vegas on the Main Podium this week and we’ll have 50 doctors in our intro. to ethically selling $10,000 and higher cases.
If you’re there please come say hello.
New to the entry of cosmetic denture training is some folks here on the East Coast teaching a “Facelift” denture which is essentially once gain getting the vertical/centric, lip support and tooth position correct. Bravo to them for not only imparting better denture technique knowledge into the profession.
A number of our members have always promoted cosmetic dentures successfully, I did so in my clinical practice and we teach how to promote this procedure.
Believe it or not there are patients very interested in a denture where an immense amount of skill goes into what is a very very very (did I mention very) technique sensitive procedure and an endeavor for which most dentists have no clue for what there are looking for OR related to vertical, centric, tooth position, and occlusion specifically related to a removable device.
The private joke amongst those in the know in removable is that the pathway to illumination and true understanding of 3dimensional relationships and tooth position is only through the complete cosmetic denture procedure. Master that and everything else cosmetic in dentistry becomes far easier.
Ultimately making big promises about techniques like Facelifting or lower 1/3 of the face dimension change is about delivering on the promise. So do NOT go from “I still have that lousy denture technique they taught me in dental school” to seeing this ad and believing you simply need to “relabel” your current technique as cosmetic, tell the public, and you are good to go. You will not have a not so pleasant surprise finding out what happens in removable when expectations aren’t met.
As with most clinical programs, the promotion and selling is mostly an afterthought but they (FaceLift guys) are attempting to help those docs taking their classes with some basic marketing for the procedure. Here’s a typical ad that’s out in circulation.
This month I review (elsewhere) what to do to correct all that is wrong with this ad, what would take it to the next level and make it far more effective than as shown.
How could you promote cosmetic dentures in your location?
Are you equipped with the selling abilities to actually lead a patient via ethical selling through discussions WHY they would choose this (something not cheap) over a rock bottom “dollar store” denture price down the road?
We recently went through a recession and it’s possible depending on whose economic tea leaves that we’re headed to another dip into two consecutive quarters of negative growth. Whether the double dip becomes reality or not is really irrelevant because we’re in the midst of an economic change just as big as the one brought on by the industrial age.
For a year, I’ve been talking about something called an economic “Value creation funk” being at the root of our problems in the US and a funk that is playing out throughout every post-industrial western economy. If something can be written into a manual and exported to somewhere else where the work is done for 5 cents on the dollar, it’s happened and happening rapidly in every industry. He who can produce at significantly lower costs will get the majority share of the production. What was the remnants of our industrial age is being relocated and is a renaissance for these developing countries.
If you happen to live in an industrialized western country that is an expert high quality manufacturer exporter (Germany), have a pile of natural resources (Canada, Norway, Australia), or are an interest rate money magnet (New Zealand) the same game is still on but it is being played in slow motion as you have major commodity cards easing the pain of this revolution.
The value creation funk game and resultant economic revolution is that the middle classes are no longer assured of a rising standard of living and the jobs that are being created are no longer on that never ending post-WW II ever rising trajectory where disposable income always gets better than the previous year. Ultimately this shows up in YOUR dental office with ever growing swaths of the public that can not afford what dentistry has to offer them. 3rd party financing is not going to fix what is happening.
Like it or not this funk is here to stay for a while while the economics unfold. To get out of the funk for the long term, we will literally need another revolution in what is created, exported, and valued by others. While I’m optimistic in that regard for the long-term, every practitioner deals with the ugly reality at hand in the right now.
Businesses at this point in time have to get smart and get smart fast with what they are selling, how they sell it and to whom they sell while the demographic and economic shakeout continues. If you are going to sell at low cost, you had better get smart at that model and fast. If you are going to sell to the deeply disabled dental market, you had better get good at that fast. If you are going to sell to a higher-end customer, you had better get great at that fast. The middle market will continue to disappear so you had better understand what that means.
Regardless of which model, you must have no shame regarding promotion and by very keen on qualifying those interacting with your particular promotional messages. [FYI: the Elite Program is all about promoting and selling to the deeply disabled case type. The Online Case Acceptance Program is giving you the tools to sell under any market conditions and model.]
While this economic disruption in how things used to be shifting to how things are going to be continues to blow up a lot of practices, others are diverting themselves from disaster by what they are doing in the right now by understanding what is happening and not pretending it doesn’t exist or hoping it will go away so that things get back to the good ole’ days of normal.
For those seeing the writing on the wall and deciding to be proactive, there is still tremendous opportunity in most businesses including dentistry. For those that want to diversify and add in big cases via dental marketing, our Elite Marketing Program is the choice. For those that realize a foundation for dental case acceptance is absent in their practice, our online dental case acceptance training Program is a good place to start. For those that want help from peers already doing well in this regards, again, the Elite Marketing Program as the mastermind component allows discussion and improvement on any activity you are pursuing in your practice.
For those who routinely take action, now is your time to step forward.
Stepping back from our niche, it’s also an amazing time for any with entrepreneurial spirit as the “age of connection” also presents tremendous opportunities to find and sell to your niche in which you have a passion. Unfortunately, it seems that as this connection benefit has come into being, the masses are more prone than ever to simply exhibit herd like behavior OR worse simply remain ignorant and refuse to become educated about what is possible for the individual. A true pity…..
In every endeavor, individuals are either shifting down to lowered expectations and more meaningless work OR to higher expectations and literal races to the top in millions of new niches.
An exciting time for all of us and yes the revolution will be televised……