Gems Inside
p.6. Thought You’d Be Somewhere Else?
p.1. Stop Losing Good Money on Bad Marketing
p.7. Dr. Lyle Yee Puts His Kids Through College With the Help of Gems
p.3. Happening on Planet Gems
p.4. How Disney’s Secrets Can Create Service Magic
... continued f rom page 7
WHY ARE WE USING THIS MARKETING TACTIC AS A STANDARD FOR CARE?
4. Commitment and Consistency — When we make a commitment outwardly to other human beings, we tend to stay true to the course. Social Proof — When others all tend to go in one direction, we tend to follow that direction as the appropriate course for no reason other than consensus of the crowd. 6. Liking — People tend to want to be with and buy from people they like. The same phenomenon occurs when people perceive that another person is like them. Unless I incorporate these six principles when speaking with patients, it’s difficult to gain their trust and support. Without such trust, I struggle to convince them that what I am saying is in their best interest and will benefit them … even though it always does! The six principles of persuasion are an essential part of helping our patients achieve optimal health. During the past 15 years I have been a GG12 Member, I have never faltered in my faith in what Dr. Tom Orent and his team are doing. I know they are dedicated to helping Dentists succeed, and, in turn, they only want what is best for our patients. As I told Dr. Orent this past September, I don’t know if I could thank him enough for all he has done for my family and me. 5. 15 YEARS LATER
dental diseases earlier than ever. We see them regularly, which helps build trust, an essential component, and dramatically increases patient acceptance of the care we recommend subsequent to diagnosing critical oral health issues. We can preach all we want about how much we care about patients, but by deploying this Gem, we actually show it. Another major, impactful lesson I learned as part of the Gems Family came from a Gems seminar I attended in Florida in 2006. I will never forget what I learned there, and to this day, I practice it diligently. We were treated to a presentation by Dr. Robert Cialdini, Adjunct Professor of Psychology at Arizona State University. Dr. Cialdini discussed the power of “ethical persuasion.” He listed six principles that were profoundly influential for me. When my team and I were practicing our model for talking to patients about getting on a three-month recall cycle, this presentation kept playing over and over in my head. TRUST US … NO, REALLY!
For three years, Dr. Orent worked with the Doctors and Hygienists in his practices compiling what grew to 29 classifications of adult patients who would derive significant health benefit by returning on a three- month recall schedule for dental hygiene appointments. Editor’s Note: You may find this Special Report by going to www.InsidersCircle.com SITE MAP GOLDMINE UNDERGROUND TEAM TRAINING TOOLKIT EPISODE 009 HOW TO DOUBLE YOUR HYGIENE RECALL MORE FILES 29 Classifications of Your Patients That MUST Be on 3-Month Recall v4 It’s one thing to know about all these reasons, but it’s another to deploy the Gem and convince your patients that appointments every three months are important for their health. That’s where the Gems training comes in! Dr. Orent and his team taught us how to convey to our patients the importance of more frequent appointments. We practiced these conversations by role-playing during our weekly 90-minute meetings, which allowed us to perfect the language we should be using. (Subsequently, this also allowed us to speak with one voice. No patient was going to hear one phrase from me and another from their Dental Hygienist.) We were able to explain to patients the value of tracking their progress on a more frequent basis, and, as a result, we had healthier patients and we pulled in roughly $100,000 more annually. As we get better at this craft, that number has the potential to increase. Monetary benefits aside, our patients trust us now more than ever. Our patients appreciate that we are now able to diagnose
Dr. Cialdini explains that persuasion comes down to six things:
1.
Reciprocity — We are hard-wired with the need to reciprocate … to give something back.
2. Scarcity — We perceive increased
value in that which is scarce or hard to acquire.
3.
Authority — Patients perceive medical and dental professionals as “authority” figures and, as such, there is a built-in propensity to see us in the light of “expert status.”
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