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We tend to focus on macroeconomic issues that are beyond our control, such as the trade deficit and the unemployment rate. Practices should focus instead on microeconomic issues—what is going on within the four walls of the practice that they can control:
Internal Marketing. Some patients do not know that you are accepting new patients. The recall system could be improved. Patients who are “thinking about treatment” need follow up. Patients who know that you provides services a,b, and c need to know that you also provide x, y, and z.
Efficiency. The goal is to do many of the most profitable procedures in the least amount of time and to track and improve efficiency.
Internet and Social Media Marketing. It’s a brave new world with so many possibilities. Internet marketing should be a budget line item with significant return on investment.
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Internet marketing generates patients who are a different breed of cat. Because they are not referred by family or friends, they are starting from a different place and need more time and education to convert them to good patients. Many patients who make an inquiry from the Internet will not come in or accept treatment. It’s a numbers game and you should look at the big picture and not get discouraged. Find out why even when patients say no, it’s not a waste of time because you are getting closer to the patient who will say yes. The key is team training and setting appropriate expectations.
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The issue of cell phone use in the dental office causes a conflict between two competing interests: the need for a total focus on the patient and the fact that we live in an electronic age where employees depend on cell phones to stay in touch with family.
This podcast puts forth a common sense solution to the problem and challenges practices to develop a clear policy that keeps employees’ cell phones out of the sight of patients but still allows opportunities for team members to discretely check cell phones during the workday as long as this privilege is not abused.
The issue of patients using cell phones in the office will be addressed in a subsequent podcast.
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This dental podcast is all about your message. Learn how to create a consistent and compelling 15-second message and how to use it effectively. You will eliminate the guesswork and inconsistency and have a concise, polished message you can use inside and outside the office to promote your practice.
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Dental practices are losing patients because they are not tracking a secret statistic that is costing them money. By easily tracking this number and using specific verbal skills, dental practices will enhance dental practice marketing.
- Track number of potential new patients who call but do not make an appointment.
- Make this verbal skill part of your script: “In case we get disconnected, may I have your name and phone number?”