GG12 Alumni Member Dr. George Landress and his team at Danbury Smiles just came back from a health fair, and I wanted to share some of the Gems they unearthed. There’s some prep work involved with events like this, which is why we at Gems give you marketing strategies to “Swipe and Deploy” to help ensure your success. I even crafted a radio spot that aired locally for Dr. Landress. Dr. Landress spent less than $3,000 for the event. That included employee compensation. We always recommend paying your team members hourly plus significant incentives for each new patient who schedules at the fair and shows up at your practice. (Of course, you should always check your compensation plans with your HR attorney or CEDR.) Your coach will walk you through how to structure it, but when your staff is personally invested, the results are significantly better. The raffle prizes were also included in the cost of the event. On display right at the booth were a 55- inch flat-screen TV, a certificate for $500 off any treatment at Danbury Smiles, and scratch tickets for a chance to win $2,000 every month for life! Dr. Landress’ strategy to drive traffic to his booth was especially ingenious. They handed out cards at the front door promoting the $2,000 scratch ticket they were giving away. On top of that, once folks came to the booth, they got to spin a huge prize wheel. Plus, they offered free oral cancer screenings, and other ways to enter the raffle. Dr. Landress said that they were the most talked-about booth at the fair. Once you have a lead at your booth, it’s imperative to get them to schedule while they are there. Use an assumptive close. You must have access to your schedule (live online or printed) in order to be able to schedule right then and there. Rather than asking what time and day works for them, use a dual alternative assumptive close. “We have 9 a.m. next Tuesday available, or 3 p.m. next Friday. Which would you prefer?” Once you’ve settled on a date, provide them with a card and have the patient fill it out . You’ll achieve a higher level of psychological commitment when they fill it out themselves. That card gives you an opportunity to further market to them with gifts or other materials. When the dust settled, Danbury Smiles ended the fair with 18 scheduled new patients! The first person through the door was none other than the woman who won the TV, and she scheduled a second appointment for fillings. If you take into account the Average Lifetime Value of a patient, the health fair paid for itself with the very first new patient… 17 more to follow! If you have more questions on how to get results from health fairs and street fairs, reach out to your Personal Gems Concierge to schedule a call with your coach today.
Learn From Dr. George Landress and Danbury Smiles How Having FUN at STREET FAIRS Can FILL Your Chairs!
By Chuck Nemitz, Certified GG12 Coach
What if I told you you’re sitting on a treasure chest full of Gems without knowing it? Well, that’s exactly what health fairs are. A health fair is similar to a street fair but is targeted to a different audience. You can read about street fairs on the cover, but if you want to put this Gem under the microscope, head on over to the “Advanced Marketing Brain Trust” at InsidersCircle. com. You’ll find all the information under “012 New Patient Surge From Street Fairs.”
At a street fair, your demographic is moms with kids. The idea is to attract kids to your booth with face painting, balloons, and rub-on tattoos because where there’s a child, there’s a parent. From that point, your team can interact with the mom, inviting her to participate in your prize giveaway. Health fairs are a little different because your primary audience is adults. You’re not going to woo them by offering face painting. But what you lose in that tactic, you gain in lead potential. By the sheer nature of the event, a health fair booth generates a lot of warm leads. You’ll find fitness gurus, plastic surgeons, physicians, and everything in between, so every attendee is already health-conscious. If they stop at your booth, it’s because they’re interested in dental care, or at least responsive to oral health.
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