By Dr. Bill Williams
In the dental jungle there are 101 stories; this is one of them. We follow Dr. Alex Middleton, the Guide, as he gives sage advice to his dentist friend, Dr. Jack Mudd.*
Some dentists know marketing but most don’t. Many dentists see what comes in the mail and think that is the sum total of what marketing is. Jack did not seem to do much marketing and asked a question that showed his frame of mind, “What good does marketing do when all you see are $29 exams and $600 crowns in the mail? No dentist can make a profit on those fees.” Alex explained the role of a loss leader, a call to action and an irresistible offer to Jack and then got the whole thing oriented so he understood the big picture, too.
MARKETING: WEB CENTRIC MARKETING GOING MOBILE
In ancient days, all roads, at one time, led to Rome. Today all roads, blogs, tweets, posts and shares should lead to your website. Web Centric marketing means that the practice’s website is the center of all your marketing efforts. Your website is the marketing hub, the center of all that is important about the practice and it is the place all patients should be directed in any form of marketing you do.
Three key ingredients need to be included in your web centric marketing action plan:
1. Mobile ready
2. An irresistible offer
3. A strong call to action
Meeting people where they are and how they interface with digital content is critical to get eyes on your message. Hence, mobile friendly and mobile capability is 100% necessary. The practice that does not plan for mobile friendly will lose market share over time to those that do.
To move people from spectator to customer there needs to be a strong reason for them to make a choice, make a decision. Give people your best offer and they will respond. What do you find irresistible? Chances are others will feel the same way. When they do they will buy.
Everyone likes a deal—so get good at closing deals. But beware, not all deals need to involve a huge discount. Adding value often trumps discounts. Many people want access to a limited supply of a doctor’s time. Many value the VIP status that comes with being an insider. How can you create added value without devaluing your services and decreasing your profitability?
To cut the fee or not… Now, that is the question! Do your research and see how much more you will grow if you have a marketing action plan that includes some fee discounts for specific purposes. Those purposes could be filling hard-to-fill appointment slots, gaining new patients, reactivating patients who have not been in for several years or filling in an empty schedule today. Another opportunity is when you have a new associate and need to fill their schedule. Anything is better than nothing because experience is gained, introductions are made, and referrals can result.
Have you re-evaluated your practice’s website lately? Does it clearly illustrate the added value you bring to patients? Does your website draw new patients in? Do current patients visit your website to see what new things are going on in the life of your practice from which they can benefit? Perhaps it’s time to “put fresh eyes” on your website.
*Excerpt from The $10,000 A Day Dentist Author: Dr Bill Williams Director of the 5M Mastermind
Dr Williams and Debbie Seidel-Bittke, RDH, BS invite you to discover more:
1. Webinar Replay Available Now from our Oct 27th, 55-minute webinar on "How to Create the Perfect $10,000 Day" and the "Say Yes Campaign" by Clicking Here
2. Webinar Replay Available Now from our Nov. 1st webinar on "Best Marketing for 2017", Click Here
3. Webinar replay for our Survival Tactics for 2017 held on Nov 16th. Click here