Identity Dental Marketing

Grace Rizza

• Dental Marketing• What is Marketing?

– Umbrella that includes Public Relations, Internal Educational Material, Signage, Web Presence, Advertising, Sales/Training…everything.

– Love what I do! Love seeing a difference in business and office efficiency. Love the dental field. For me, it’s life changing.

The Basics

• New Patients– The number of new faces seen for a

given time period (monthly)

• Production– The amount of money produced in the

office for a given time period

• Collection– The amount of money collected from

patients and insurance

Tracking

• What do you currently track?– Number of new patients?– How they heard of you?– Number of leads?– Number of cancellations?

I’m a firm believer in tracking! It’s the only way you can see what’s working and where you need to make change.

The value of a new patient…

• Why track where new patients have heard of us?– Value of a new patient $10,000– Average cost to acquire new patient $600– If you don’t, you could be wasting

thousands of dollars and not even know it!

Golden Question…How do we find out where they heard of us?

When to ask “How did you hear about us?”

• A: When they call to make their first appointment.

• B: When we meet them in person and they fill out forms.

• C: When we know they are happy with our services.

• D: Anytime, as long as you get it.

Front Desk Staff…

• What do you believe is your most important responsibility here?

Now to the good stuff… sales.

Who’s a salesman?Besides me…

What do you think of when you hear the word “selling”?• Definition 1: exchange, change, interchange• Definition 2: deal, trade, transact• Definition 3: deceive, lead on• Definition 4: persuade

What ISN’T sales?•Lying to patients•Threatening patients•Negative, forceful coercion•An exchange of goods and services for nothing in return. (That is charity.)•Manipulation

What is sales?

– Educate a patient – Give a professional opinion – Listening to and understanding the

patient’s needs (or perceived needs)– An exchange of goods or services for

currency.

All of these are part of the sales process. All of them are necessary.

What is sales?

– Write this down– SALES is a transfer of emotion.

Who is a salesperson?• Dentist: It’s her job to gain the trust and build

rapport with patients. She is also responsible for educating the patient/parent, listening and addressing concerns, overcoming objections, and convincing patients of the importance of treatment.(objections are fears or concerned presented on an obvious or less

obvious way)

Who is a salesperson?

• The Assistant: It’s her responsibility to back up the dentist and make sure the patient is comfortable.

• By backing up the doctor in his/her suggestions, you are furthering the sales process.

• By picking up on the patients’ & parents’ concerns, the assistants can help to sell cases.

Who is a salesperson?

• The Front Desk Employee: She is the face of the business. The first and last impression comes from her. Patients are most comfortable speaking to her and showing complaints and compliments.

• She makes appointments and needs stellar sales skills to get patients in the door.

EVERYONEEveryone must keep in mind that it is our job to

not only offer the best possible dental care available, but to also help our patients WANT the treatment they NEED.

Without the sales process, we may be robbing our patients of exceptional dental care.

How do you help to do this?

QUIZ QUESTIONWhat’s the most important factor in effectively

selling anything?a. appropriate priceb. quality of the service/productc. understanding your productd. believing in what you are selling

Introduction to Sales Techniques• First we’ll discuss the

importance of tone of voice.

• Next I will introduce 4 proven verbal techniques that will contribute to increased conversion.

Tips to keep in mind:• Never make the patient feel rushed.

– People feel unimportant when they think you are in a hurry to end the conversation. Do not interrupt.

• ASK QUESTIONS. – This makes the patient feel important. It also gives you control of

the conversation.

• When dealing with a complaint, look for a way to make the patient happy, without compromising your prices or standard protocol.

• Many times they just need to know why do something a certain way.

The FOUR Phone Principles

The first and most important is…. ASK QUESTIONS

Ask Questions

When you speak to a patient on the phone, you need to always have a question you can ask them.

You’ve all had that patient that calls and asks a quick question then says “Thank you, bye!”… We can stop this from happening. You can actually guide the conversation until the patient is booked… JUST by asking questions

This helps gain control of the conversation. Let’s do a quick role play. You be the patient, I’ll be you!

The FOUR Phone Principles

#2 Listen to the patient’s responses.

Listen

80% of communication is non-verbal. Listening to a patients responses is just as important as picking up on their non-verbal cues. This allows you to know what questions to ask. It also allows you fight objections.

Listen and actively think about how you will use the given information in the sales process.

The FOUR Phone Principles- (Close)

Book the appointment. This means to keep your goal of the conversation in mind. When booking the first appointment, keep in mind this is your goal. You need this tip so that you can direct the conversation. It sounds like a no brainer..but I’ve actually heard phone conversations where the person does everything right… then forgets to ask for the appointment. Don’t be scared to ask for the appointment. Or to say, “You should come in and meet us, you’ll really like it here.” It’s ok to sell. It’s ok to sense that they are ready and initiate the final step of the conversation… So let’s get you in here. Are you available on Monday or Tuesday?

The FOUR Phone Principles

Don’t make assumptions

Don’t Make Assumptions

If a patient calls and asks what youCharge for a cleaning, do not assumeThat they do not have money or that They are only concerned with money.

Do not write them off, and continue With your process of asking questionsAnd guiding the conversation.

Sometimes people ask a question becauseThey don’t know how else to start the Conversation. They expect you to controlThe flow.

The FOUR Phone Principles

Don’t Make Assumptions

Book the Appointment

Listen

Ask Questions

Why is asking questions the most important principle?• They are calling you (or coming to your office

for a service), but you need to gain control of the conversation in a nice way. People like to talk about themselves. When in doubt, ask a question, and you will soon see the conversation going the way you’d like.

Simple Example:• Example 1: Prospect “where are you located?”

– You: We are located at the corner of 1st and main. Where are you coming from.

– Prospect: I live at 2nd and monroe.

– You: Oh, that’s very close. May I ask who I am speaking with?

This process allows you to lead the patient to booking an appointment, while learning about their needs.

Simple Example 2:• Example 1: Prospect “Do you take Blue Cross?”

– You: Yes, we do accept PPO dental insurance plans, and as a courtesy we will maximize your benefits, although we are not in-network. Can I ask who I’m speaking with please?

Do not assume that bc you are not in network, that he/she will not come in to your office anyways. You can explain the specifics in greater detail after you’ve made a first impression.

Simple Example 3:• Example 1: Prospect “How much is it to get a tooth

pulled?”• YOU: I’m sorry, who am I speaking to? • Prospect: My name’s Dave. I’m really just calling to

get a ballpark price for what it’d cost to get my tooth pulled.

• YOU: I can’t really say without having the Doctor see the tooth, and determine what kind of extraction you’d need. Have you seen a dentist recently?

NOTICE:• After listening to the patient and answering his

question, you always end with a question.

• Do not assume that the patient will not book. Having the mindset that they will schedule is vital to our success.

• Keep in mind that your end goal is to book the appointment. Always be asking questions that can steer the patient in that direction.

Either / Or Technique• When you get to the point of scheduling a patient, never give

them the option to say “No”• Ask them an either/or question whenever possible.

• Example: We need to see you again in 3 months for your cleaning, are Tuesdays or Wednesdays best?

• This is much better than, “Would you like to book your next appointment now.” You are guiding the conversation. Make it easy on them! Give them 2 options.

The Assumptive Tone• Assume in your heart and brain, patient will

accept/schedule/move forward

• This simple trick makes a BIG difference

• Why? Patient picks up on this. It shows confidence and that you’re used to patients accepting.

• It makes it seem that scheduling is the next obvious step.

Assumptive Tone Example• Avoid the word “IF”

• If you move forward, then we’ll…

• When you come in for the extraction, we’ll also…

What do you think of when you hear the word “selling”?• Being great at your job?• Providing excellent treatment for those who

need it?• Being confident, yet concerned about the

patient’s needs?• The four phone principles?

Quiz• When to ask “How did you hear about us?”• Most important of the 4 principles? Why?• What are the four phone principles?• What is the front desks most important role?• What is the most important factor in

effectively selling anything?

Reducing Cancellations• Write up a clear and simple policy• Have the policy as part of your new patient

forms• Include the policy on your website• Have the policy in the waiting room

Reducing Cancellations• Write a letter for no shows or last minute

cancellations– Send letter to patients explaining the policy and

“waive it for the first offense”– Idle threat to charge

Letters to Patients• Asking For Reviews• Thanking for Referrals• New Patient Welcome• New Patient Thank you

• Not a task for the doctor

Video Testimonials• Why? Will help attract new patients when

featured on the new website• Powerful SEO tool

Video Testimonials – How?• Make a list of patients that you feel would

speak highly of you.• Call and ask them to give a testimonial on

camera at their next appointment.• Provide thank you card or gift.

Goals:• Collect all patient emails• Closely track new patient leads and

appointments – Follow Up Book• Collect Video testimonials (at least 5)• Always have patient scheduled for next

appointment before leaving

Follow Up Book – anyone who leaves without appointment• Name of Patient • Date of last appointment• Date given to follow up with patient• Reason given for not scheduling• Creates on-going log• Upon scheduling, cross of patients name.

Other Sales Tips

• Do not present treatment while patient is in the chair

• Use treatment presentation room• For big cases, schedule 2nd appointment to

present treatment• Invite spouse or main decision maker (parent

or person helping with payment)