Why do millennials matter? They are the largest demographic group in the U.S. (84 million). Born between 1980 and1999 the millennials are now, in 2016, 17-36 years old. According to Marketing to Millennials by Jeff Fromm and Christie Garton, for millennials, it’s all about the experience, and they are already talking about you on social media. Not only are the millennials digital natives who are avid users of social media, they are also influencing other groups such as the baby boomers who often emulate their behavior.
I recently did a search on amazon.com for an SD card for computer memory storage. One card had a list price of $8.47 and over 10,000 reviews. Think about that. Over 10,000 people have taken the time to give their opinion of an item that costs less then ten dollars. Using reviews to check out products or services prior to making a purchase has become part of our culture, and the millennials are leading the way on social media.
Millennials want to know what their friends think and they also want to know what groups of people are thinking so they can make an informed decision. They are likely to review your dental practice to add to the database and help others.
Because millennials value the experience, it is important that you use that word in your marketing. “Our goal is to give you a great experience!” Once you make good on your promise, offer to take a photo of the patient who has just completed a cosmetic procedure. The photo should be of the smiling, happy patient and the doctor. Immediately e-mail or text that photo to the patient and say, “We are so happy that you are pleased with your new smile. Feel free to share this photo.” Millennials will often oblige—and presto—the photo goes out through a millennial network.
The photo says it all because it shows a happy patient, great dentistry, and the doctor who made it all possible. It’s free publicity for your dental practice because you have a good relationship with a millennial who is inclined to share experiences with friends. You set the stage by providing a great experience and value. (For a discussion 10 Value Propositions, click here.) Your patient has just become your greatest spokesperson.
Presenting dental implant fees to create value is part of the patient education process. In Part 2 of his interview with Dr. Neil Park of Glidewell, Dr. David Schwab explains how to use “fill-in-the-blank” marketing scripts to help team members communicate key dental implant benefits.
Also, Dr. Schwab discusses “marketing by the power of 10” and explains how team members need to be comfortable discussing relatively low fees and then use the same techniques to discuss more extensive treatment plans and financial arrangements.
There is also a discussion of the team approach to dental implant treatment from a marketing point of view and messages to be used when both the surgical and restorative phases of dental implant treatment is done in one practice.
Special thanks to Glidewell for granting permission to link to this interview:
Dr. David Schwab Glidewell interview Part 2:
Part 1 of this interview deals with using the best analogies to explain the long-term value of dental implants.
As a way of increasing case acceptance by making a great first impression, the doctor should call the patient prior to the first appointment. This phone call impresses the patient and sets the stage for the patient to trust the doctor and be amenable to treatment.
Savvy dentists have found that this “pre-appointment phone call” is very effective, because patients do not expect it but they certainly appreciate the gesture.
It’s easier to do than you might think. Here are the steps.
1. New patient calls and makes an appointment.
2. Team member notes why the patient is calling, including any concerns the patient may have.
3. Doctor calls the patient a day or two in advance.
4. The script is simple: “Hello, Mrs. Jones. This is Doctor Smile calling. I see that we have an appointment on Wednesday at 10:00 a.m. I just wanted to call and personally welcome you and let you know that I am looking forward to meeting you. I will do a thorough examination and answer all your questions when I see you.” The patient will be pleasantly surprised and thank you for calling.
5. If you get voicemail, just use the same script as your message.
The patient will be impressed that you called. When is the last time a doctor called a patient in advance to welcome them to the practice? For most patients, this is the first time they have received such a call.
The new patient now has a first impression of you. Instead of anxiety about meeting a new dentist, the patient thinks of you as courteous and caring.
When you meet the patient, the ice has already been broken, so to speak. You have set the stage for a trusting relationship and the patient will be more likely to listen carefully to your treatment recommendations and accept treatment. When you increase case acceptance, you not only generate more production but you also create another happy patient who can offer a testimonial.
One of the reasons that this simply courtesy call works is that so few doctors do it. Get on board now before everyone does it.