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The topic of discussion was no-shows and same-day cancellations. Terrie shared how, if needed, she can routinely fill a Doctor’s schedule … this afternoon! GG12 Coach Lisa Weber (aka the $600,000 Hygienist) helped Terrie build an emergency patient online “funnel.” What’s the difference between an emergency patient funnel and a dental office website? By analogy, imagine trying to pop a balloon by shining an ordinary flashlight on it. The batteries will die or the balloon will eventually lose air and shrivel before it will pop. Now imagine focusing a beam of light on the balloon, a beam originating from a high-powered cutting laser specific to the balloon material. The moment you flip on the switch, that balloon is toast! Traditional websites do serve various purposes, and it’s probably a good idea to have one.
photograph of a woman in pain, holding her swollen cheek. The headline is “Immediate Emergency Dental Care. We’re Here for Your RIGHT NOW!” You can see how this emergency dentistry landing page (sales site) would be far more effective than a website that shows photos of your team and talks about 50 different treatments and services you offer. Also include a few testimonials from happy patients whose pain and other emergency dental needs you took care of, your phone number, street address, and a FORM TO MAKE AN APPOINTMENT RIGHT NOW. Are you beginning to get the picture? The “button” that Terrie clicks is in her Google Ads account. When she needs a few extra patients today or tomorrow, she simply increases her ad spend for today and tomorrow. In addition to Google Ads, Terrie has her team post in their Facebook group that they have a “Change in our schedule at 4 p.m. this afternoon … and the first person to respond and take that slot will get “x” gift.” Sometimes the gift is a $15 Starbucks gift card. Sometimes it’s $15 against treatment or service. All amazing ideas. I suggested she may want to purchase a small supply of wholesale gifts to use on such occasions. She’ll end up paying 25–33 cents on the dollar when buying wholesale. So, her $15 could actually pay for a gift (bribe) worth $50 or more. I asked Terrie, “So, when you increase your emergency dental patient ad spend and drop in a Facebook post that morning, do you often see results and get a new emergency patient that same day?” Her response: “Actually, more often than not, we end up seeing three or four extra new patients that afternoon!” Kudos to Dr. Terrie Cribbs for creating a system and taking effective action to keep her schedule full and maximize her productivity. If you are a GG12 Dental Practice Transformation Member and would like to speak with Coach Lisa Weber about getting her help building an emergency dental landing page, ask your Personal Gems Concierge to help make that happen.
“Taking this one additional factor into account brings your (very conservative) total loss to over $200,000 loss per year.”
only overhead in that $200,000 is variable expenses, dental supply, and lab)!
*Here’s the guesstimate on the $60,000 loss resulting from 200 missed recall exams. Let’s assume that two-thirds of the 200 recall exams would not have resulted in treatment scheduled. Furthermore, assume there are no major cases from any of the 66 who did need care and were willing to schedule: a few fillings here and a crown or implant there, average case just $1,000. That’s another $66,000 lost. If you have more than one Hygienist and/ or Doctor, you’re open more than four days per week, your productivity per hour is above average, and/or you suffer more than one opening per day per provider, then your current loss is likely several hundred thousand dollars per year. Now that you understand the magnitude of your current loss and the huge upside opportunity for gain, let’s take a look at what two of our members are doing today to battle the issue of holes in their schedules.
THE SOLUTION-SPECIFIC, SINGLE FOCUS SALES SITE
But when you want to attract and convert online traffic to butts in your chairs, a solution-specific, single-focus sales site or “landing page” is the best way to go. There are no links or menus, no “choices.” The only purpose of this type of site is to speak directly to the visitor who was channeled there as a result of responding to your ad (or their search) about a specific problem. They have a problem and are in search of a solution. For the purpose of this article, we’ll limit the discussion to emergency patients. What’s the problem? Pain, bleeding, swelling, broken tooth, etc. Your “geo-targeted” (running only in your area) ad shows a
DR. TERRIE CRIBBS WIDENS THE TOP OF HER EMERGENCY PATIENT FUNNEL.
How cool would it be if at 8 a.m., you could click a button and add several extra new patient emergencies this afternoon to plug up some of those holes in the Doctor’s schedule? That’s exactly what Terrie Cribbs described to me earlier this week. In fact, she shared this Gem with all of our members who attended last Monday night’s quarterly Global Mastermind Zoom meeting. There were of amazing ideas shared … it’s best to be on these calls live so you can participate (but you can still catch the replay on our site).
“How cool would it be if at 8 a.m., you could click a button and add several extra new patient emergencies this afternoon to plug up some of those holes in the Doctor’s schedule?”
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