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The Program
Membership Details
Membership in the Big Case Program is by application only. To obtain an application, click here.
At this time, only 60 memberships are available worldwide due to the personal attention required for each practice. In addition, the initiation fee increases as membership spots decrease.
Membership numbers are intentionally limited so that each doctor gains a significant advantage in their local market place.
Length of Program
The program runs for 20 months. Following, the 20 month period, select doctors are invited to continue their membership and to receive continuous updates to their Systems, Ads, and Strategies.
Market Exclusivity
An Exclusive territory license, based on the local geographic population over the age of 35, is included as part of the program. That exact radius is custom tailored based on a population study of the member's practice. Density of course has a direct impact on how far the market area extends.
Why market exclusivity?
The market exclusivity is done for several reasons. One is that as a clinician I truly respect fellow colleagues that take action for their success. I want to give those that take such action to help guarantee their result.
The second reason is that while there are more than enough cases to go around there truthfully are only so many cases in a geographic area and population that are "ready right now" at a given time.
As a result, members obtain a lopsided advantage over other local competitors since each market area is finitely limited to the potential number of members the market can support. Each member's market is completely protected with an ample population to allow continuous cases.
Once you apply and are accepted to a Discovery Session that puts a hold on your market area until your full membership. In the meantime, your market is protected from another doctor getting their first.
Doctors accepted to continue as member beyond 20 months receive continuous market exclusivity privileges.
Practice Tailoring
Specialists: Discussions are included on how to maintain your referral base while going directly to the public for larger cases. This aids the specialist with the ability to "fire" any referring doctors that create headaches.
Team Environments: Dentists working as "teams" are shown how to reduce efforts while maximizing the success for gaining cases for treatment in the team setting.
Surgical Prosthodontists, Restoring Periodontists, and Implantologists are shown how to position yourself over all other doctors in your market.
$100,000 Guarantee
For specialists and generalists that are fully trained to perform full mouth cases and that are experienced in treating these cases, Big Case guarantees at least an additional one hundred thousand dollars ($100,000.000 USD) of additional gross revenue within the first twelve months. Members can obtain a full refund of the membership initiation fee if the additional revenue isn't achieved.
Investment in Membership and the Program
As you would expect, this is NOT a "bargain basement" program. If accepted for membership, dentists must make a serious commitment. There is a one-time initiation fee, for all of the materials for your practice, of approximately $15,000.00** USD (with several financing options available), the remaining $40,000 USD program implementation fee is divided over 20 months. In addition, members need to budget and invest 5-7% of their ongoing production to reconstructive niche marketing at your local level. These cases provide the potential of providing from $100,000 to $300,000 or more of bottom-line profits per year to your practice.
By comparison, the fee paid for the 20 month program is actually comparable to what many successful dentists wisely invest EVERY YEAR in just coaching. Many dentists pay the same amount or more in any given year for attending two or three seminars as they would for the initiation fee. And very frankly, you might not really need "another seminar" - better to have real marketing systems and case acceptance tools that actually deliver a predictable supply of reconstructive patients! However, obviously, should this level of investment in your practice be beyond your reach, you should NOT attend a Discovery Session for the Program.
**This fee to increase after the 51st member and/or 1/1/09
Financing for Big Case Marketing Programs and Members
Chase Health Advance Financing Options, brought to you by CHASE brand, rewards your membership with Big Case Marketing Systems. All doctors affiliated with Big Case will receive the following:
Chase For Your Practice:
- Deep discounted rates on 18 & 24 Months No Interest Plans
- Attainable Credit Lines reaching 20K
Chase For Your Big Case Membership:
- Option to finance your enrollment fees with Big Case Marketing on an 18 Month No Interest Plan
Specifics About What Members Receive from the Program:
Effective External and Internal Marketing Systems
(What the public sees) for Attracting Complex Cases.
Let's face it. You can market externally in ways that are a very large waste of money OR you can do it in ways that are cost efficient with the best return on your investment. Wasting money is what marketing companies want you to do and is what most dentists seeking large cases wind up doing. Members avoid all that by having tested ads that have a proven response record.
Members Obtain
- All external and internal external marketing ads and pieces for your practice in digitally editable file format.
- Over 50 digital ads designed specifically to attract and motivate the complex reconstruction patient (enough ads for several decades of use). In multiple formats so that no matter how costly local mass media advertising is, there is always marketing that fits the situation.
This includes:
- print ads
- radio scripts
- TV scripts
- direct mail pieces
- YP ads (evaluation of whether yellow pages is still a viable venue in your environment.)
- complete directions on where to put which marketing
- internet strategies that tie everything together
- The whys and how to effectively use mass media. The reality: Outside of a 100% referral based practice, you can't obtain significant numbers of complex cases without the involvement of local mass media. This is a black and white truth. Because of the financial realities of who can and can't invest in this type of dentistry, your message of hope has to be placed over a wider geographic area.
- Discussion on what the best marketing medium is in the member's local market. Your market area is evaluated and recommendations for your best media choices are made based on your specific location.
- Because each practice environment is different, specific implementation steps based on your practice type and location (urban or rural) or also given as part of the program.
- The goal of all mass media marketing is a 10:1 return on marketing expense which on average is typical.
- Internet Specifics for Full Mouth Cases
- How to make your dental website successful for attracting large cases. Most websites don't do squat when it comes to bringing in real cases. A 15 item check-list is provided to ensure your current website contains the key ingredients that MUST be present to generate cases and production. If your website needs an overhaul, we can help you get it fixed.
- For doctors without a website, a complex case specific website is provided as part of your membership.
- The ultimate Google AdWords for complex cases. Dr. McAnally has spent over four years refining how to minimize what you spend with Google while maximizing the results. AdWords are the small paid ads listed along side the free search results when you enter search terms on Google, AOL, ASK, and Earthlink. These ads have made Google the top player in search engines because they work to attract buyers for anything and in every type of product and service business including complex implant and restorative dental practices. This is truly one of the best kept secrets in dentistry for using the internet to attract complex implant and restorative dental cases.
Internal Practice Management Systems to Handle the Transition from External Marketing into the Practice Specifically for Reconstructive Patients
To be successful at more of these cases, complex case patients can not enter the same "path" that a regular low need patient does for a practice. These patients think differently, have far different needs and concerns, and therefore must be treated differently. If the transition from the external contact to the internal side of the practice is botched, it hinders the case acceptance.
Members Obtain
- The key practice managements steps and staff systems to manage this transition so that the complex case patient is treated in a way that gives you the best shot at having them go forward with life changing services that you can give them.
- Complex Case Phone Skills Training to ensure that the phone calls coming off your full mouth case marketing turn into as many cases as possible. The phone is one of the biggest hindrances to complex cases and finally your team will have the tools they need.
- Psychologically based and tested voice mail and confirmation scripts to greatly reduce appointment cancellations and changes to your schedule and to reduce the impact of no-shows on the practice.
Effective Systems for Managing the Response from Marketing with Automatic Screening for "Readiness" or Pre-Qualifying the Patient for Treatment
In most local environments, statistically 3-7% of complex patients responding to marketing will go forward with treatment. You can not afford to spend unnecessary time discussion treatment with patients that have no chance of going forward with optimum care. You can not afford to have your staff spending inordinate amounts of time attempting to guess which patients are the right ones. For those reasons, an automatic screening system is necessary to prevent loss of time.
Members Obtain
- A response management system so that no matter how many patients respond, they can be managed automatically without each of them directly calling your "live" office phone lines. The goal is to increase profitability with your existing staff NOT hire additional staff. Thus the Systems were designed to manage response without it swamping your phones and staff.
- A screening system is imbedded in the internal marketing and in your internal systems that allows each patient contacting your practice to go through several "self-selection" or screening steps on everything from finances, to travel time, to time in treatment, etc. It is done in a low stress and non-confrontational way. That way the patients who actually come into the office are the ones that have the best ability to go forward with treatment. In addition, the screening is done in a way that patients still like the practice and are likely to pick the practice over others should their circumstances or needs change and they decide it is time to finally pursue care.
- The results of the screening systems are case acceptance rates of 50-70% routinely on cases ranging in cost from $20,000 to $100,000.
Systems to Manage the Patient from the First Contact with the Practice, to Entry into the Practice and through Case Presentation that Identifies Key Barriers to "Yes" throughout the Process.
There are dozens of barriers that get in the way to getting to yes. Fortunately, many of these barriers are identifiable if systems are in use looking for them. What can be identified can be addressed. Not every barrier can be overcome but many that are easily identified and eliminated will give you your best chance of success for these patients getting the care they need.
Members Obtain:
- The trade-marked "PathWay to YES" that deals with barrier identification and monitors the process from entry into the practice, to diagnostics, to case presentation and follow-up after presentation.
- Discussion on which technologies (cosmetic imaging/Smile-Vision, digital photographs, etc) are appropriate and effective for large cases are critical and the sequence of use to contribute to raising case acceptance rates.
- Successful Case Presentation Report Examples. Non-technical presentations for case presentations and case reports are critical so that every patient can understand exactly what you are discussing with them and their complex treatment plans. 30 example reports of big cases that went to treatment are included so your staff can 'cut and paste' even the most complex case into easily understood language for your case presentations. Also included, are the secrets of simple illustrations that help close Big Cases.
- Constant reminders on critical barriers are a part of the PathWay increase the chance of yes and to prevent cases from getting derailed from foreseeable issues.
Follow-Up Systems for Patients Who Aren't Ready for Treatment at the Time of Initial Contact with Your Practice.
The reality is that a fraction of those responding (3-7%) are "ready" when they first call your practice. The External Marketing and Internal Management Systems are designed to get those patients through the process quickly and on to treatment.
What happens to the rest? What about the hundreds of other patients that weren't ready right at that very minute? Most practices just let it drop at that. If the patient wasn't ready right then, they move on and keep marketing hoping that they will continue to find those that are ready. This is throwing away additional return on the doctor's investment in marketing.
Here are some thoughts on "readiness." Because of the time and money commitment it takes to undergo a full mouth reconstruction, many patients have to plan their finances, family life, social life, business schedule, etc. around when they will undergo treatment. The bottom line is that there are some patients that aren't ready "right now" but will be ready in the future (12-24 months) and they contact your practice for information as part of that information gathering process. There is no reason to toss these cases into the waste bin, yet, that is what the majority of practices who market for any type of patient does without realizing their error.
Over time, external marketing can and should literally create a Complex Case Annuity where you continue to "mine" for cases from those potential patients that previously contacted your practice and become ready for treatment.
Members Obtain
- An easy to manage database where the practice can create a reservoir of all the patients that contact the practice due to marketing. If the patient is ready right now, they enter the pathway for diagnostics and presentation.
- If they aren't ready right now. Patient follow-up materials are provided to continually stimulate response from your in-house "list" of patients that have told you they have the problems that you have the solution to fix. As time goes by, some of these patients are only inclined to have treatment by you because your Systems will have stayed in contact with them.
- Follow up materials include proprietary, proven dental 'reports,' special mailers, postcards, and recorded audio video media scripts that get patients to go into treatment faster AND motivate them to want to have services only from you after they respond and come into contact with your practice. These materials come complete with dramatic before and after pictures of implant and reconstructive dentistry at work that specifically motivate patients to seek your implant and restorative therapies.
- Access to preferred vendors that take these materials and "do it for you" so work is eliminated in the practice.
- As part of the program specific follow-up actions are advised during each calendar year.
- As a bonus, your marketing database that builds over time is a separate asset that can be sold to another doctor later or added to increase the selling price of your existing practice.
- Finally, after a member's potential patient database grows to a significant number, a database analysis can be performed to further screen down the list on who is most likely to go forward with treatment. This further refines and reduces the costs of follow-up.
If a patient isn't ready right now and yet they still respond to the marketing in your System, then they go into the holding tank and are contacted with follow-up materials designed to push buttons around their dental condition until they literally "buy or die."
Internal Practice Systems for Monitoring and Measurement of Results
As part of your strategy focusing on large cases, you need systems to ensure that you and your team are constantly tweaking your efforts for even better results through the monitoring of key indicators in the practice. Anything that is measured improves.
Members Obtain:
- Key monitors to track on a weekly and monthly basis so that your whole team is paying attention to the right things for success. Continuous monitoring systems inside the practice so that you are always ongoing.
Systems for Staff and Doctor Accountability and Long Term Follow-up
Everything needed for your practice is included in your System and the first intensive 2 day training is all it takes to get started. For best results, follow-up and accountability are a must for you and your staff. It is not YOU as the doctor that implements but it is your staff. However, the doctor has to provide the leadership and hold staff accountable. You must also be accountable for your efforts as the leader.
Members Obtain:
- Big Case Systems Follow-Up Program
- 4 additional implementation sessions (city and dates are announced well in advance) with time allotted for each member's practice in attendance
- Implementation sessions are conducted in the "mastermind" format, considered by Fortune 500 executives to be one of the most powerful tools in business. This format keeps members moving forward with implementation.
- Besides the tools and strategies from the program, significant gains and business/practice breakthroughs are achieved through the power of association and discussions with other high level clinicians. While the implementation sessions are not clinical in nature, the answer for any clinical problem or situation a member may have can quickly be found from the other members.
- Monthly consultation calls are scheduled to reinforce the steps for success as well as to deliver new information and strategies for your practice. Recordings and transcripts are distributed following the calls
- Unlimited emails to Program implementation specialists
- 3 scheduled as needed one-on-one calls each year
- The "Phone Success Program" where mystery shoppers trained to simulate reconstructive patients call your staff to evaluate the transition from external marketing into your internal management systems is handled correctly
Additional Strategies and Tools Provided to Members
- How to be seen as THE recognized local expert and "go to doctor" in your market for dental implant and reconstructive dentistry.
- Specific "how to's" for getting free media publicity.
- How to set your fees higher then other dentists locally and nationally. Complex case fees are the most highly elastic fees in dentistry and as a member you will understand the hows and whys on setting fees. A proprietary member fee tool is provided for use by your staff to easily calculate treatment plan costs for full mouth case planning. A fee analysis of the fees in your market is provided if needed for you practice.
- Patient Reactivation System. Put patient reactivation on cruise control with a guaranteed positive return on your investment. For specialists, a special referring doctor reactivation system is also included.
- Directed Peer Marketing. Pre-written materials to generate referrals from laboratories, physicians, pharmacists, and retirement communities. Includes a year's worth of pre-written faxes to stimulate referrals from the specialist's referral base.
- Public Seminars. How to put on effective public seminars to attract complex cases. Learn how to get free public meeting rooms and free publicity for seminars that sell your services.
- Understanding that You are Your Own Brand. Learn how to maximize your effectiveness of yourself as your own brand. This little known or followed secret instantly increases your case acceptance not only with big cases but with every dental service in your practice. Includes templates for immediate use to make the brand of 'You.'
- How to Answer the Hardest Questions in Dentistry and Overcome Treatment Barriers: Years of collected strategies for difficult questions form patients. Money isn't the only big barrier to getting to yes in fact it is a close 2nd in many cases. This frank discussion of barriers helps the whole team understand what's going on with patient decision making.
- Cosmetic Denture Ads and Follow-Up Steps and Materials. For those in the right location, ultra premium cosmetic dentures are a natural tie in for patients that are not going forward with dental implant care. These materials are tested and proven to drive the patient that is seeking cosmetic premium dentures to your practice.
- Sedation Text Ads. If you are using IV or oral sedation techniques, these proven small format text ads are an inexpensive way to continually create a trickle of sedation patients that need full mouth dentistry. Return on Investment has been up to 44:1 these ads.
- How to Instantly Increase Your Credibility Once the Patient is in Your Office. These strategies give your team one more tool to increase your believability and credibility inside your office once the patient has stepped in the door contributes to case acceptance.
Members Program Summary
Effective External and Internal Marketing Systems
(What the public sees) for Attracting Complex Cases.
- All external and internal external marketing ads and pieces for your practice in digitally editable file format.
- Each ad gets patients with complex problems and that desperately need and want implant and complex restorative dentistry to call your practice.
Internal Practice Management Systems to Handle the Transition from External Marketing into the Practice Specifically for Reconstructive Patients
- The key practice managements steps and staff systems to manage this transition so that the complex case patient is treated in a way that gives you the best shot at having them go forward with life changing services that you can give them.
Effective Systems for Managing the Response from Marketing with Automatic Screening for "Readiness" or Pre-Qualifying the Patient for Treatment
- The results of the screening systems are case acceptance rates of 50-70% routinely on cases ranging in cost from $20,000 to $100,000.
Systems to Manage the Patient from the First Contact with the Practice, to Entry into the Practice and through Case Presentation that Identifies Key Barriers to "Yes" throughout the Process.
Members Obtain:
- The trade-marked "PathWay to YES" that deals with barrier identification and monitors the process from entry into the practice, to diagnostics, to case presentation and follow-up after presentation.
- Discussion on which technologies (cosmetic imaging/Smile-Vision, digital photographs, etc) are appropriate and effective for large cases are critical and the sequence of use to contribute to raising case acceptance rates.
- Successful Case Presentation Report Examples. 30 example reports of full mouth cases that went to treatment are included so your staff can 'cut and paste' even the most complex case into easily understood language for your case presentations.
Follow-Up Systems for Patients Who Aren't Ready for Treatment at the Time of Initial Contact with Your Practice.
- As part of the program specific follow-up actions are advised during each calendar year. All follow-up materials are provided.
Internal Practice Systems for Monitoring and Measurement of Results
- Key monitors to track on a weekly and monthly basis so that your whole team is paying attention to the right things for success. Continuous monitoring systems inside the practice so that you are always ongoing.
Systems for Staff and Doctor Accountability and Long Term Follow-up
- Big Case Marketing Systems Follow-Up Program
- 4 additional implementation sessions (city and dates are announced well in advance) with time allotted for each member's practice in attendance
- "Mastermind" with other high level clinicians at each implementation session
- Monthly consultation calls prescheduled to reinforce the steps you need to take for success with recordings and transcripts distributed following the calls
- Unlimited emails to Program implementation specialists
- 3 scheduled as needed one-on-one calls each year
- The "Phone Success Program"
Additional Strategies and Tools Provided to Members
- How to be seen as THE recognized local expert.
- Specific "how to's" for getting free media publicity.
- How to set your fees higher then other dentists locally and nationally.
- Patient Reactivation System. For specialists, a special referring doctor reactivation system is also included.
- Directed Peer Marketing. Pre-written materials to generate health care referrals and pre-written faxes to stimulate referrals from the specialist's referral base.
- Public Seminars. How to put on effective public seminars to attract complex cases.
- Understanding that You are Your Own Brand with templates.
- How to Answer the Hardest Questions in Dentistry and Overcome Treatment Barriers: Years of collected strategies for dealing with difficult questions form patients.
- Cosmetic Denture Ads and Follow-Up Steps and Materials. For those in the right location, ultra premium cosmetic dentures are a natural tie in for patients that are not going forward with dental implant care. These materials are tested and proven to drive the patient that is seeking cosmetic premium dentures to your practice.
- Sedation Text Ads.
- How to Instantly Increase Your Credibility Once the Patient is in Your Office.
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