Are You Making These Deadly Mistakes In Your Dental Practice? By: Ed O’Keefe President, Dentist Profits, Inc.

These are great services from the highest qualified doctors in the game, but they simply can’t make any money. They struggle day in and day out wondering why they can be so good clinically, but then struggle financially.

If taking your practice to the next level is seeming hopeless, then I guarantee it’s because your are making one or more of the following deadly mistakes in your office.

Just recently, I received an email from one of my clients who told me my system isn’t working. He said he is getting a ton of leads and calls into his office from the ads I created, but none of the respondents “want” implants. He went on to tell me that he lives in a lower to middle income neighborhood where people can’t afford implants.

The lesson here is you can have the best product, service, or widget in the world, but if you are marketing to people who aren’t able to buy it, you’ll always fail. My advice to him was to ask the patients, “What do you want?” If they are responding to the ads, they have a problem. My bet is he can do a ton of partials, crown and bridgework, root canals, and restorative dentistry on this patient population.

Most ads or direct mail pieces I see are casting a wide net. While this can work when doing a direct mail piece, when running ads, your best chances of being successful are targeting a specific type of patient. Some types of patients include: Implant, Sedation, TMD, Cosmetic, Pediatric, Ortho, or Laser.

The reason for targeting your message is you can be VERY specific in your ad and it gives you better chances of attracting attention. A common mistake is trying to combine two different types of ads together. For example:

Are You Embarrassed By Your Smile?

Sedation Dentist Reveals How You Can Have A Comfortable, Anxiety Free Dental Experience And End All Your Fears Once And For All!

As you can see, the first part of the headline is targeting potential cosmetic patients, while the second part is promoting sedation dentistry. This will confuse the reader and they will not respond.

Choose one type of patient per ad and tell the entire story about how you can either make their smile beautiful, or how you can end their fears when they come to your office.

Doing more of the wrong thing will get you more bad results. Doing the right thing in the wrong situation will get you equally bad results. For example, running a great ad in a poorly read newspaper won’t work, or for that matter, running a bad ad in a good publication. No matter how many ads you run, how many times or how much money you spend, it’s not going to get any better (except for the amount of your money going directly into the ad rep’s pocket).

I know it sounds too simplistic, but the simplest lessons in life can be the most profound.

Make 2004 A Great Year!

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Ed O’Keefe is the president of Dentist Profits, Inc., a marketing company that has taught over 950 dentists worldwide how to attract high quality patients who Pay, Stay, And Refer! To find out more information call toll-free, 1-866-231-9450 or go to www.dentistprofits.com.