Gems Publishing - February 2019

Why Would YOUR Patient See ME for Veneers When YOU Could Have Done Them?! How to Incr ease Sale s of Any Tr eatme nt of Your Choice by 500 Pe r ce nt or Mor e

By Dr. Tom “The Gems Guy” Orent

Cindy lives on Cape Cod, Massachusetts, and drove three hours round trip to my Framingham practice. Along the route between her home on Cape Cod and my office in Framingham, she drove past well over 5,000 other Dentists, most of whom would have been happy to perform her maxillary anterior veneers. More to the point, her own general Dentist could have … would have … should have been the one to do them! So how did I get the case? You might assume she was referred to me by her GP or perhaps a referral from a close friend or relative for whom I’d performed a similar smile makeover. None of the above. Cindy happened to have heard my radio ad, in which I offered a complimentary cosmetic consultation, including “Dream Smile Makeover” computer simulation (imaging). “The patient sought treatment elsewhere … not because she didn’t believe her GP would do a wonderful job … but because she had NO IDEA THAT HER DENTIST OFFERED THAT TREATMENT OR SERVICE!”

practice. Until or unless you embrace their reality, you’re leaving enormous opportunity on the table. They’ve had you perform radiographs, exams, and cleanings. Of course, in addition to what they’ve had done, most patients know you perform things like fillings, extractions, dentures, and crowns. That leaves a LONG LIST of treatments and services, many of which they may need or want … but they are unaware you could perform those treatments. Many years ago, I decided to do something about this. One at a time, I chose a specific treatment or service to highlight in my practices. Services I wanted to do more of. I wrote and sent emails to all of my patients and prospects about a particular treatment or service. Then I designed flyers to mail to my patients and for my team to hand to every patient who presented to the practice during the chosen interval (most often 4–6 months). It was a multimedia blitz that included the creation of buttons for my team to wear.

DENTISTS SHOCKED WHEN “HAPPY” PATIENTS PRESENT AT RECALL VISITS SPORTING A BRAND-NEW SMILE

Many of our Gems Family members have told me stories of being “perplexed” when they examine a recall patient only to find that the patient sought treatment elsewhere … not because she didn’t believe her GP would do a wonderful job … but because she had NO IDEA THAT HER DENTIST OFFERED THAT TREATMENT OR SERVICE!

The results were remarkable. I built steady slow-drip multimedia internal marketing campaigns that effectively increased utilization of

Most of your patients only know you perform the treatments or services they or their family members have experienced in your

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