Advertising Magic in Dentistry
Sorry, but there is no magic in advertising. It’s a whole lot of science combined with a touch of art. About 20 years ago, I was in what has become known as my “perfect storm year.” My practice was drowning along with my personal life. I’d lost sight of the shore and had no idea how to get back to dry land. The only thing that helped me slowly turn the tide was my determination to learn everything there is to know about marketing. Thus began my 20-year “street doctorate” in direct response marketing. I began doing research and intently focused on arming myself with the tools needed to fight back and rebuild my practice. Our GoldMine Underground Team Training Toolkit focuses on some of the takeaways I gathered. It also goes deep into detail about what has been proven to work. These are strategies that you can insert directly into your practice. Everything in marketing is a test. Some strategies will work for you, while others won’t. Simultaneously and consistently deploy six or eight marketing strategies that have been proven effective, and you will see immediate and ongoing return on investment.
advertising budget should be? It’s a trick question, because you should never limit your advertising to a fixed budget!
Putting a budget on your ads just straps limitations to what you can do. If you were to hand me $1, and I gave you $2 back, you’d probably say that’s a good deal, right? So, what if you then handed me $5, and I handed you back $10 or even $20? That’s a great deal, now. How long would you play that game if given the opportunity? COUPONS AND SPECIAL OFFERS I’m often asked about the use of coupons and special offers. The common worry with this is that a coupon attracts all the “wrong” patients. These tire kickers just want to get the deal from you and move on. Here’s a fact: The use of enticing special offers limited in time or quantity (a motivation to “act now”) works ! Effective use of coupons and special offers will measurably increase response to your marketing. Some folks will no-show. Others will come in once just for the special offer, never to return. Others will become amazing, long-term patients who accept major restorative care and refer their friends and family. The trouble is that until you’ve actually met your new patients, you don’t know who your next great patients might be. That’s why I developed the 20-20-20 new patient exam. The patient has 20 minutes with the assistant, then 20 minutes with me, followed by another 20 minutes with the assistant if needed (e.g., for models, additional radiographs, or the like). The patient is with us for an hour, but they only require 20 minutes of my chair time. If you’re looking for deeper analysis and substantial takeaways, the GoldMine Underground Team Training Toolkit 035 is a must. You’ll find this Toolkit at InsidersCircle.com (click “Site Map,” then “GoldMine Underground Team Training Toolkit,” and then “035 Extreme New Patient Flow: Advertising Magic in Dentistry”). This GoldMine Team Training Toolkit could be exactly what your practice needs to achieve your goals. GoldMine 035 takes a deep dive into extreme new patient flow to fill up your chairs. If you’d like to add 6 figures extra revenue this year through increased new patient flow, check out Advanced Marketing Braintrust 036, “9 Keys to Rapidly and Consistently Increasing New Patient Flow and Adding at LEAST $150,000.00 v2.”
AN APPROPRIATE BUDGET Before we go into some simple conceptual strategies, it’s important to debunk a myth. How much would you say your office
3
InsidersCircle.com | 1-888-880-GEMS (4367)
Made with FlippingBook Annual report