A New Way to Grow Your Dental Office
I created this method to cut through the marketing noise being generated by other dentists.
So far, it has generated over 50 patients spending many thousands of dollars upfront even months before they are due back to the office. We had patients calling in demanding to have it, but they had to be put on a waiting list.
But first, I see dentists add all sorts of expensive products (such as dig x-rays, expensive camera systems, high end whitening like Zoom), or they will take big fancy courses on mini-implants, 6-month braces or deep bleaching so they can offer those to their patients, all in order to get their practice to grow.
All those things are great and add value, but they cost money. And without the following, that's all it might be - just a cost. So how do you recoup those costs in the quickest, most efficient and least costly manner?
Answer...(drum rolls)...THE PROMOTION!
Without promoting the product/service properly, it won't get the attention and the number of patients that you need to pay for the service. "Awww," you're saying, "I've already heard of that." Well, lets add a modern, more innovative spin to the regular promotion.
I call it the SORIEE (pronounced like sorry) promotion. So what does this promotion entail? First, before you do anything, spend money...you have to know if your market would accept such a new service...nothing more demoralizing and bankrupting than spending thousands to find out your patients don't care or don't want it...so you must test demand and willingness to pay.
SORIEE promotion explained:
"S" means salivate, as in you want them to be foaming at the mouth to get the service/product. Like having the lines of the iPhones, people camped out in front of the stores demanding to pay top dollar. Also salivate is something you are familiar with...as your patients do enough drooling in the chair. But how many of them start drooling before they come in to your office?
"O" means Offer, as in, it has to be something they want in a special way (the offer). Usually a form of an expiring discount or something. Remember - people don't want the thing, they want the benefit of the thing (ie., they don't want a root canal, they want the pain gone and a healthy mouth).
"R" means the Rules.You have to adhere to the rules of your promotion..Once it is over , it is OVER. The ONLY exception to this if it is a super-patient (many years there or many referrals brought in) and then it's your call...but in general. Stick to it! You can always do the promotion again and have your
"I" means info package. You only want your staff to do the bare minimum of promoting unless they are natural sales people. Most of the selling should be done through carefully prepared information packages to make sure a) all objections are brought up b) cost is brought up c) and instructions on what to do ....all focused and designed to funnel the patient into a "gotta have it" state.
This satisfies simultaneously the two types of people:
1) The impulsive who buys on a whim with the bare basics of the offer (usually the first to call). 2) The informed decision person who likes to read all about something before making the decision.
"E" means enforcement. Staff must be educated on what to say/do when people call/come in to talk about the promotion. And make sure they are ready with your credit card/debit machine.
And finally:
"E" means explosion. The marketing you should do should be explosive. Short and bursty. If you stretch it out too long, then people will procrastinate, life will happen and may forget. Also, how long do you want to wait to recoup your costs? And the beauty about this is that you can use it again and again for different things or for the same thing.
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