to the Dentist. But I must admit, after seeing your video and reading through your material, most of my fears and concerns were put to rest. I feel like I already know you and your staff BEFORE coming in for my appointment." Pre-meeting your new patients and beginning to build a relationship on authority (they are given a copy of my book) is powerful stuff. Trust is the key, and Disney does this so well. When I travel on the Express bus, I typically overhear conversations such as, "Wow, I didn't know that Disney will send merchandise purchased at the park back to your hotel room," or "Honey, look, we can take a behind-the- scenes tour of the Magic Kingdom." Once you put your package together, train your staff to mail them out before new patients come in for the initial examination. Don't stop there. Now that our marketing has motivated the new patient to call our office, our well-trained staff has appropriately answered the phones to secure an appointment, and the new patient welcome kit package has automatically been mailed, continue building the relationship in your reception area. It should be filled with different types of media specially focused on you, your staff, and the services you provide. To summarize, if you want to grow your practice — not just today, but tomorrow, and every tomorrow after that ... then your practice has to include, at a minimum, these seven strategies: 1. Begin observing what other businesses are doing to grow and ask, "How can I apply this to my practice?" … 2. Sit down and discuss with your teammembers how to differentiate your practice to stand out from the others ... THE BOTTOM LINE IS …
By Dr. Jeff Anzalone, Board Certified Periodontist, Certified GG12 Coach
While most people know me as a practicing periodontist in Monroe, Louisiana, a dental practice growth advisor, and the author of "What They Don't Teach You in Dental School," "Great Dental Specialist Marketing," and "Everything You Need to Know About Dental Surgery," few are aware of my deep-seated love for Disney! Oddly enough, Disney actually runs events specifically geared toward helping health care professionals. After attending several of these, I adapted a few Disney business and marketing strategies to my own practice ... and these simple steps have had a dramatic impact on my business — and on my cash-flow. Today, I’m going to share a few of these strategies with you. In 2001, my wife and I were supposed to fly into Jackson Hole, Wyoming, to celebrate our honeymoon. Unfortunately, the 9/11 tragedy put a halt on our trip. After much discussion, we put our heads together and decided to drive the 14 hours from Louisiana to Walt Disney World in Orlando, which is the No. 1 honeymoon destination in the USA. Little did we know, this would be the start of annual family vacations and a mecca of information for growing my practice. It's amazing what any business owner can learn from Disney, and, today, I want to share some of the top Disney strategies that have helped transform my practice. If you've ever been to Disney and stayed at a Disney resort, you may have ridden Disney's Magical Express. This service takes guests to and from the airport. I've noticed a change over the many years of using this transportation method. Initially, the TV screen on board would mainly play cartoons (Disney) to entertain the antsy kids. Recently, I've seen a shift in the content that is played on the screens. The cartoons make up only about 25% of the content, and the remainder is something that all Dentists should pay attention to. Before I tell you what else they show, let me give you a little background.
Do you know what demographic makes up the largest part of the population? You guessed it: baby boomers. Americans born between 1946 and 1964 number nearly 80 million and make up 26% of the U.S. population. In fact, roughly 1 in 4 consumers is a boomer. According to the book, "No B.S. Marketing to Boomers and Seniors" by Dan Kennedy, boomers and seniors do not like surprises. They want to know everything in advance. Make a mental note of this. Now let's get back on the Magical Express. I've noticed over the last few years that the bus now offers a plethora of information on everything that visitors need to know BEFORE they arrive at the parks and resorts. Examples include VIP tours (extremely popular), shows, tickets, merchandise, etc. There is also a video showing the exact check-in process once they arrive at their resort hotel. My family and I travel to Disney 2–3 times a year, and, each time I go, I am on the constant look out for new strategies that I can apply to my practice. Putting together my own "Magical Express" has been one of the best things I've ever done. Let me explain ...
3. Start putting together your own "Magical Express" package ...
4. Be a practice dedicated to repeat visits from patients ...
5. Keep in mind that little things matter. And constantly be evaluating these little things ...
6. Constantly ask your patients for feedback, and ...
Dr. Anzalone's Magical Express-type New Patient Welcome Package
7. Commit to making your patients feel important and providing ongoing communication and service, to show them you care ...
There's not a week that goes by without a patient (either a boomer or non-boomer) commenting about their package. A new patient recently informed me, "Dr. Anzalone, I have to tell you, I'm a big pansy when it comes to going
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