What we do for you

Mission: To grow Dental offices in highly competitive and recessionary markets using innovative business strategies.  Either we do all the work for you or give you the tools to do it.

  1. What we do for you
  2. How we accomplish that
  3. How we work with you
  4. The tools we use
  5. How we differ
  6. Our results so far
  7. What we want you to do next

What we do for you

We are often asked "what do we do".  What we do is the combination of the problems you are trying to solve and the most efficient way to do that so it a) doesn't cost you a lot b) is profitible and c) can be leveraged or systemized.

Depending on your situation, we will fill a few of the following roles for you:

  1. Solve your main challenges: if you want more patients, production or get your marketing working.
  2. Become your marketing manager: You make hundreds of dollars an hour, your time is best spent doing what you do best.  So we take the burden off you and your staff's shoulders by handling all the variables and little day-day things that marketing needs and we do it for you. We also train and motivate staff.
  3. Upgrade your current marketing: You want better results from your current marketing and just need some guidance.
  4. Build a whole marketing system
  5. Traditional marketing such as websites, logos, brochures: We have some great staff to handle those things at lower costs.
  6. Other services: such as sell your practice, find staff for you and help your staff improve their productivity.

How we accomplish this for you

The goal usually is to increase the number of new patients and increase production.  And so we use every tool at our disposal (called the Force Multiplier Effect - multiple sources of smaller results rather than one source of massive results) to accomplish this.

Think Guerilla Marketing, E-myth and Dan Kennedy combined with the strategies of the top dentists out there: Dr. Howard Farran, Dr. Tom Orent, Dr. Scott Leune and so on…

If one marketing system (such as direct mail) generates 100 patients a month, great, but usually it's a few system together that make up that 100.

In highly competitive areas, this is impossible for the Dentist to achieve on their own, but for us, its our core competency. We exhaust any and every avenue to meet your goals and solve your problems.

 

2. Testing

We have to constantly test.  The results you can are never the best so we are always trying to find ways to get more.  Usually the results of testing impact profitibility since the cost is already sunk.

Most other companies don't know how to do this.  They just send 15,000 pieces out, or spend a lot of money, and cross their fingers (with your money).

3. More testing
Even when things are working, we always test against it to see if they work better.

The internet is great for this.  You can see your results instantly and measure everything right down to the search phrase that people type to get to your web page and the motivation for them to call in the office.

4. Systems
We strive to make everything systemized so that a) you don't have to do it or b) it works on its own or c) we do it for you.

As in E-myth , only through systems will your practice prosper.

How we work with you

Depending on the situation, we can either give you the tools to accomplish this yourself or do it for you.

  1. In our initial meeting, we would like to find out all about you, your goals and if we would make a good fit.
  2. Then we come up with a diagnosis and treatment plan for what you want and your challenges.
  3. Analyze your a) competition b) potential patient base c) your marketing
    In this case we are looking for overlooked opportunities.  If your competition is all doing one thing, we will do another thing to stand out.  If your potential patients have desires/problems that aren't being addressed and if your current/past marketing has potential tweaks or subtle changes to make to increase your response and profit.

    If you are familiar with Jay Abraham, Dan Kennedy, Jay Conrad Levinson (Geurilla Marketing), it's like that.  Anello Solution's president, Paul Speziale has applied, adapted, adopted the principles from over 150 business, marketing, psychology books in the last 2 years alone.  (sample book list).  So his results combine the proven teachings of the above and the latest in psychological research (Cialdini, Zaltman and many others et al.)

    Most people can't evaluate quality before hand.  So your competitor who might be a hack, will say the same in his marketing as you.  How often have you remarked how you have better skills than another Dentist but they are putting out all this marketing and getting more patients. 
  4. Then we adapt some of the marketing we have already produced to your office and test the results.
    example: small ads worked - move to higher
  5. Then we add everything else in or increase the most profitible marketing to the point where your problems are solved and your goals are met.

The tools we use to accomplish this

1. Direct Response Marketing

  • The most powerful form of marketing (besides viral).
  • This is the scientific (with a dash of art) version of marketing.  Every dollar counts. We put in codes to track what works. We are talking directly to the potential new patient to take action now (pick up the phone and call you, walk in to your office and so on).

a) Behavioural Psychology

  • This is the reason most consulting firms fail their clients and why they say it takes many exposures to your marketing before you get results: They don't understand what motivates people to take action.

b) Math

  • Tracking codes to measure response to each piece
  • Small runs with low capital will yield certain results.  If they are statisticially profitible, we will expand using the profits from the first one
  • No shot in the darks.
  • Break even.  A marketing piece no matter how good it is will never be of use to you if the economics of the campaign forbid breakeven without super human results.
  • Response rates.

The benefit of this is that when all is said and done, you know that every time you send out say 1000 pieces of mail and spend $1000, you get back $3,000.  Making the whole thing systematic.

After generating almost $400,000 for one client with one ad using these principles, we have learned that if it doesn't work the first time, it  likely won't work at all.

How we differ and why that difference matters.

We take a position that is different than our competitors and so far it has worked wonders for our clients. 

  1. Do all the work for you, or setup systems for you.  Or if you are keen on marketing, we can show you how to do it.
  2. We actually work in dental offices. Being able to see results happen live, hear comments from patients, talk to staff, and truly examine with fresh eyes what the dental office is like is critical.  Because of this, we have compiled a list of hidden variables that are responsible for a) successful marketing and b) avoidance of marketing disasters.
  3. We have minor and major successes.  See testimonials and results page.
  4. Guaranteed: yes, you read that right.  We fully guarantee our services.  We guarantee that it will be free, that you will like working with us and that if it doesn't do either, you will get your money back or we will keep working until we make it back for you.
  5. Faster action: the marketing we will do for you has results measured in days/weeks rather than months like the sloth speed of other companies. 
  6. We try harder: We realize we aren't the biggest players on the block, so we have to try harder, research more, test longer.
  7. Always looking for ways to add value and testing: We are constantly testing new approaches.  Each campaign we do, we test 2 variables at once.  That at least doubles our efficiency and innovation rate compared to other companies.
  8. We are familiar with a wider range of variables:  Important variables that can make or break a campaign.  Most consulting firms advise to spend a lot of money on a shot in the dark and then they run when it doesn't work.  We know why campaigns fail or we find out.  Wrote about this in my book: conventional dental business is for wimps.
  9. We know how to cut costs on irrelevant marketing: Some graphics designers charge $4,000 just to design your logo, letterhead and then an additional $7,000 to do your website.  We know how to get high quality, professional logos/letterhead and customized websites made for less than half to 1/10th the cost. 
  10. Know how to deal with modern problems: Today's society is dramatically differen't than the past.  Things happen fast.  Other consultancies attack this problem (if they even realize it) by shouting louder, throwing more mud against the wall and spending more money (your money). We take a different approach 

What are your results so far for Dental Offices?

How just 1 person only been in the dental field for 3.5 years
has spent over $96,000 in marketing tests on
9,140 patients, brought in over
526 new patient inquiries,
booked over 386 (144 were high end cosmetic cases),

Increased production by at least $382,000,
trained over 22 staff members and
listened to 515 minutes of new patient recorded calls
with front desk staff (as of July 2010).

Over 79% of the marketing he has done has been profitable for dentists (Generated a greater than Breakeven on costs). Of those, he has consistently generated high single, sometimes double digit ROI (1:1,2:1 all the way to 19:1)

  1. Tweaked a newsletter produced by an established dental consulting firm and brought in 400% more new patients.
  2. Doubled and tripled new patient flow spending only hundreds, not thousands.
  3. An Advertisement he designed has brought in several new cosmetic cases a week, every-time it is run and it has been running for 3 years.  Cost to run it every month: $400. ROI is several thousand percent.
  4. He took a failing advertisement, rewrote it and generated 48 new patients within a few months.  Cost: $300, ROI is several thousand percent.
  5. An Accounts Receivable system he designed brought back over $2,000 from several people based on a $113 investment (10:1 ROI).  These are people that have accounts that are overdue greater than 90 days (and in some cases several years).  Prior to that system, they had been threatened with law suits and collections - both strategies failed.
  6. A "Recall on Steroids" letter system that he developed that costs just a few dollars to run per week has brought many patients back who weren't responding to recall attempts. One such patient paid out of her own pocket (over her $500 insurance limit) to get a crown she been turning away from despite numerous calls.
  7. Turned whitening into a successful promotion.  Most dentists get little or no results from whitening – often giving it away free.  Paul turned it into a promotion and the response to his promotions was so great that it has generated over 55 signups in two weeks, bringing in several new patients, people that weren't responding to recall and reactivated some inactive patients.
  8. Trained front desk staff in how to handle incoming calls. Resulted in less time spent on the phone and increased booking ratio.
  9. A new patient mailing he did to the neighborhood, with only $1,200 spent generated several new patients. One brought in his whole family. One came in and said "I've never gotten this kind of thing before" and signed up for braces.  Compared to the $7,000 other consultants/companies think you need to spend to get people in, making your ROI and risk lower.
  10. Automatic Internet dental marketing system brings in inquiries every month in the background, requiring little management.  Cost is around $400 per month.
  11. A patient reactivation program he orchestrated generated 14 new patients, total cost $1000.  ROI: 4:1 right away, not including long term. One patient even switched her current dentist.
  12. Cut costs on many marketing items such as letterhead, newsletters, and  professional but home made videos of doctor and staff for promotional purposes. Slashed video production from $8,000 to $500.
  13. Additional things he has accomplished:
    - Systemization of a lot of marketing reducing dentist and staff work loads.
    - Produced patient education booklets that patients read instead of the boring brochures.
    - Produced newsletters that patients love to read (because they are entertaining and different).
    - Produced a way for the patients to be happy instead of fearful when they come into your office

What we want you to do next

Tell us about your main challenges or goals in a 30 min complimentary consultation.  Call us, email or fax or click here.