p.1. Perfection. Give it a Rest. Gems Inside
p.5. Red Flags of Embezzlement You MUST Know to Protect Your Future
p.3. Happening on Planet Gems!
p.7. Why Should I Choose YOU Over the 47 Other Dentists?
p.4. The Business Logic for
Making Hygiene Recall a Priority
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that safety net and can back it up with quality work, many patients will feel secure choosing your practice. Of course, it must be a limited warranty (scope and time), and you can’t guarantee medical or dental outcomes … only that they’ll be happy or get their money back (up to $X for $Y years). If you dare venture to create such a warranty, you must have your attorney review it prior to deploying. GUILT-FREE DENTISTRY: Educating your patients about techniques and oral hygiene is a must, and, if you can find a way to do this without patronizing or guilting them, you have a goldmine. Keeping the conversation positive, even in the midst of a stern reminder, is a gift. SEDATION DENTISTRY: This option isn’t offered everywhere, and it does require extra training. But, with so many patients who have dental anxiety and the diverse requirements of special needs patients, it can be beneficial to offer sedation dentistry and tap into that market. A SNACK BAR: Your dental practice CAN be a destination and a place where people don’t fear visiting! In fact, Dr. Orent has a popular story about a few patients who would swing into his dental practice for happy hour after work! If you can turn your waiting room area into a cozy space, it will already feel like home for new patients. DIGITAL X-RAY MACHINES: A news report a few years ago indicated that there may be some concern with radiation and dental X-rays. In response, as mentioned above, many dental practices have opted for digital machines, which give off about 90%
less radiation. This can be a big factor for patients who are concerned.
Simply add your USPs to your regular advertising and make this language part of your verbiage when talking with new or prospective patients. Of course, a list of USP benefits alone is not going to make an effective ad. You’ll still need all the other components of effective advertising to hit the mark. The one spot that your USPs should be proudly branded is in your New Patient Welcome Packet. You may already have these patients on your schedule, but you still need to sell them on the qualities and benefits that make your practice stand out. Regardless of how you choose to market your USPs, the KEY is that you actually advertise them! Bose didn’t just let their sound systems speak for themselves; they found a way to get their sound into people’s ears. Push what you have to offer out where new patients can find it. If you need help discovering what makes you unique or crafting your USPs, your Gems Coach can help. See an example of USPs online at InsidersCircle.com SITE MAP ADDITIONAL RESOURCES ADVANCED MARKETING BRAIN TRUST 002 UNIQUE SELLING PROPOSITION.
• LATEST DIAGNOSTIC TECHNOLOGY: Patients love efficiency, and, just like how they appreciate Dentists who can get them into (and out of) their appointments on time, they desire testing that can provide accurate and early results. If you can offer your patients the latest technology, they will have more confidence in your ability to identify and treat their conditions BEFORE they present larger complications. CONTINUING EDUCATION: As Dentists, you’re constantly improving your professional skills. This isn’t necessarily what sets you apart from other dental professionals, but what does is the type of continuing education you choose. If you can offer your patients more than bread-and- butter general dentistry, that makes your practice unique. For example, if you are certified to treat sleep apnea patients, deliver sedation, treat complex orthodontic cases, etc., you will appeal to many more patients than you are currently able to service. This is a common question, but it’s often met with a simple answer. How else would you get out the word about something in your business? Advertising and marketing, right? Do just that with your USPs. Have one of your Dentists or marketing personnel promote your USPs on their blog, and add the USPs elsewhere on your website. Shoot out blasts on Facebook advertising, list the qualities on an inserted advertisement with your local newspaper, and/or send out a direct mailing campaign. • HOW DO WE GET THE WORD OUT?
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