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solution. The two areas are recall reactivation and lead-gen follow-up. I’ll explain both.
You could increase your practice revenue by $220,000 per year (hygiene services plus restorative diagnosed and treated) "just by adding a single extra day of hygiene recall (eight patients) per week!"
Let’s start with recall reactivation, the one with which you are more familiar. You are likely doing some (or all) of the following in order to reach out to existing patients who are overdue for recall and currently don’t have a scheduled appointment:
COMMONMISTAKES MADEWHEN DESIGNING YOUR RECALL CALLER STRATEGY • Your recall caller doesn’t have a set time each day during which they are dedicated solely to making these calls ISOLATED from everything else. Because there is no set schedule dedicated exclusively to making these calls, you can’t guarantee a minimum of 16 hours per week is devoted to recall reactivation phone calls. • You’re paying the caller an hourly wage instead of commission for each patient who schedules and shows up. You’re making these calls during the daytime hours (when your patients will be least likely responsive). You rely on your existing teammembers to make the calls (kiss of death, given that your existing teammembers are already quite busy and would rather not stay at the office four nights per week until 9:00 p.m.). THE MATH If you added only eight recall visits to your schedule each week, the resulting increase in your practice revenue would blow you away. Let’s use $150 per recall visit, for example. Prophy, reexam, bitewings, fluoride. 8/week x 50 weeks = 400 patients x $150 = $60,000. But that’s only the tip of the iceberg. Let’s say of those 400, just 1/3 of them needed/accepted any restorative care. 400 x 1/3 = 133. Let’s say each of those did $1,200 in restorative care (no huge cases, though you’re likely to get some). 133 x $1,200 = $160,000. $60,000 recall services + $160,000 in restorative care = $220,000 per year … just by adding a single extra day of hygiene recall (eight patients) per week! To learn more about how to effectively deploy Gems’ nighttime recall caller strategy go to SITE MAP GOLDMINE TEAM TRAINING TOOLKIT 009 HOW TO DOUBLE HYGIENE RECALL. • • •
That is, calling anyone (everyone) who has expressed interest in any of the treatments or services you offer. If you’re marketing effectively, you’ll be generating long lists of “leads,” prospective new patients who’ve not yet scheduled or stepped foot in your practice.
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Emailing
• SMS or Text Messaging ( Both of these first two can and should be handled using one of the many automated systems e.g. Lighthouse 360, Demand Force, Solution Reach, Revenue Well, etc.) Snail mailing postcards preaddressed by your patients during their prior recall visits. Oh, you used to do that back in the 1990s but haven’t done anything that “old- fashioned” in three decades? Think again. It’s still one of the most effective techniques for getting your patients’ attention. If you’re already doing the first three, then bravo, nicely done. If not, you should be. Get that started ASAP. With respect to the Pentagon, we’re only going to focus on the outbound call. The majority of dental practices make recall reactivation calls … but they make several key mistakes which are costing them an easy six figures every year. • • Picking up the phone and calling them.
Here is a short list of ways you can generate leads for your practice:
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Hold in-office evening implant seminars (Invisalign, smile makeover, etc.)
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Exhibit at street fairs
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Write a book the lay public would love to have and give it away for free
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Run Facebook campaigns generating interest in your book, your in-office seminars, etc.
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Speak at local schools, senior centers, etc.
We’ve only scratched the surface of how you can generate leads. Many of our members who’ve done street fairs schedule 10–15 patients right then and there at the fair, plus they get 50–100 prospective patients to complete an “interest” card in return for a free spin of a prize wheel or ticket/entry to a big prize drawing. If you’re doing your (marketing) job right, you could attract hundreds and hundreds of leads (prospects who’ve yet to schedule) every year. How are you following up on those leads? Email. Most just send a few emails. That’s a good start, but you’ll only scratch the surface if you stop there. Snail Mail. Send every prospect your dental practice monthly newsletter for at least 18 months after they raise their hand (become a lead). If you’re not currently sending a monthly newsletter at least to your patients, shoot me an email Tom@1000Gems.com and I’ll introduce you to Shaun. His team does a lot of the heavy lifting to make this newsletter possible. 2. 1.
What’s the other potentially lucrative use of a teammember dedicated only to making outbound phone calls? Lead-gen follow-up.
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