If you’re searching for a dental marketing plan that works, you came to the right place. Dental marketing has come a long way since the days when phone book ads were the way to go.
Today, a good dental marketing plan includes both offline and online marketing strategies. But many dental practices struggle to choose dental marketing plans that work with so many options. Here are three proven dental marketing strategies that work today.
1. Serve your patients well.
Many times, dental practices that put together a dental marketing plan focus solely on marketing to new clients. While that’s natural, a practice’s best and fastest path to higher profits is often by serving patients well.
One way to serve patients well is to implement a monthly newsletter to stay top of mind. Include in your newsletter what you have done that month to serve your community. Include a featured service. Highlight continuing education, new services, and exciting team members and practice accomplishments. Your newsletter demonstrates your commitment to the community and serving patients well in a way that gives patients a gentle reminder to schedule their next appointment.
In addition to a newsletter, look for ways to add excitement to your practice. For example, you can start a kid's club. We implemented one in my practice and kids love it. Each kid gets a t-shirt. When they come in, they get a printed kids’ newsletter that we produce every three months or so that includes a special deal at a local business, which we arrange with other businesses. We also include a few dental tips for kids. The kids love it and feel very special.
Finally, make sure your patients feel like VIPs when they’re in your practice. One thing we do in my practice is bring out warm peppermint scented towels on a silver platter at the end of the treatment, so people can wipe their hands, or even freshen up their face. Patients love it.
There are lots of things that you can do for existing patients to make them feel like VIPs. By doing so, you generate loyalty and raving fans that will start referring you to their family, friends, and coworkers.
2. Build community engagement.
Another dental marketing strategy that works is to invest in getting your community to talk about you. This is an area I'm really excited about because it works so well while improving your local community. I’ve helped a number of practices implement these campaigns in their community, too, and it works incredibly well.
One of the best things about community engagement campaigns is their simplicity. For example, one community engagement campaign that works well is a clothing drive. In my practice, one successful campaign we conducted was a post-Christmas clothing drive. We encouraged people to clear out their drawers and drop off clothes at our office. We then randomly selected someone to win a gift card toward services in our practice who dropped off clothes.
Other examples of community engagement campaigns include having a free kid's dental day or doing coloring contests for kids. You can promote and implement these types of campaigns easily by sharing on social media and even build an email marketing list by having people submit their email to be able to download the coloring sheet.
Finally, one of the most impactful and successful campaigns you can do is to conduct a Project Smile competition, where you ask people to nominate someone for a chance to receive a new smile. Project Smile campaigns are extremely powerful, very fulfilling, and it's really great for your team health and culture.
3. Create a consistent presence and strategy.
The third strategy that works is to be simple and consistent with your marketing. Way too many practices market in piecemeal. They have one look, feel, and messaging on their website but their marketing campaigns look completely different. Others only market online but not offline. Others market only offline.
As simple as it sounds, the most successful practices maintain a clear, consistent, presence and marketing strategy both online and offline. They market online but don’t forget about serving their patients and investing in their community. They have a professional, modern website but also brochures that patients can pick up. They market to patients but also other businesses, dropping off brochures at pediatricians and other medical providers in their area. They go out of their way to thank people who refer patients to the practice and strike deals with local businesses to give their customers or employees special treatment or a special deal.
If your marketing plan doesn’t seem to work very well, it might be that you are investing too much time and attention on only one type of marketing. A simple, consistent, balanced approach to dental marketing helps maintain a more consistent, professional message throughout your potential patient pool.
Do you need a dental marketing plan that works?
With so many dental marketing plans available, it’s easy to get stuck spending money on marketing that doesn’t work. If you’ve struggled to build momentum with your marketing, three strategies can help.
I don't know about you, but inside of my practice, sometimes we have people that come in saying, “Wow, that much for an implant?” Or, “Wow, I didn't know that Invisalign would cost so much.”
I’m sure I’m not the only one experiencing this. It can be difficult to come up with an answer for these patients. This is especially true ifwe don’t fully understand ourselves. When we know, it’s much easier to explain costs to patients well.
If you struggle with responding to your patients when the cost is too high, you’ve come to the right place.
Know your profit margin.
Every owner should know their profit margins. Profit margins are the actual cost to be able to do a particular service.It takes into account the supply costs to be able to do that service, fixed expenses, and variable expenses per hour for the use of variable expenses.
Oftentimes, dental practice owners don't know how much it actually costs to run their practice per hour. What are your costs per hour for salaries? What is your cost per hour for use of your office? Make sure to include rent or mortgage, utilities, marketing costs, and other expenses. Divide those numbers into the number of hours you work. When we are not certain of our actual expenses, it’s easy to start to doubt your prices. You might just see the fee number and agree that your fees are high when the reality is, it might be that your operational expenses are too high, and that’s what’s requiring higher fees.
When you know that, for example, it's going to cost you $140 to do a filling in your practice, you won’t feel bad if a patient says, “Wow, $160 for a filling,” if that's your fee. Knowing your numbers help you better prepare your case presentation and enhance your verbal skills.
If you haven't looked at your costs per hour, I highly recommend doing so. And if you want help, you could join our Platinum Coaching program and we can help.
Present your treatment plan with the patient's personal goals in mind.
The other step to take if patients complain that costs are too high is to present treatment plans from your patients’ perspective. You must understand your patient’s goals and so you can help them see what investments they need to make. For example, many of the most successful dentists ask each patients, “What are your goals for your teeth, your mouth, your smile?” They then ask patients questions like, “What would it mean for you if you got this fixed?”
The patients’ answers will help you better understand why they're there, what they want and desire. And they then present options to them in the context of how the options will help the patients achieve their goal.
We suggest asking patients for permission to present the case to them. Keep it simple, asking “Is it okay if I take some time and share with you how we can help you and how we've helped other patients just like you?” Of course the answer's going to be yes. Then present your treatment plan in that context.
At the end, say, “Now, this is going to be an investment. The great thing is that once you have your smile makeover done, this is what your life is going to look like.” Follow that with the goals they want that your treatment plan will help them achieve.
Once done, ask if they want your help. Encourage them that they’re worth it and show them options to help afford their treatment. You can say, “This is an investment in yourself and you're worth it. But we can work with you and create a customized plan so that you can fit this dentistry that you so deserve and you so want into your budget.”
Are you ready to help more patients move forward with their treatment?
If patients think fees are too high, we might not know our numbers enough or be presenting treatment in the context of their goals. These two steps can help you immediately boost case acceptance rate. And then you will be able to help more patients achieve their goals and live a better life.
Have you ever had a team member who was afraid to talk to patients or was not outgoing or building connections with your patients? I have had several team members like that throughout the years.
Unfortunately, many team members who aren’t naturally outgoing or warm assume they have a disadvantage. However, the truth is introverted team members and team members who struggle to make connections can excel in the dental practice if you give them the right training, tasks, and direction.Here’s how to help those team members thrive.
Identify the personality types of your team members.
When people struggle to make connections, the first step to help them is to identify your team members’ personality types. Identifying personality types helps you understand many things about team members, including how they make connections with others.
I recommend using the DISC profile to identify personality types. Within DISC, there are four personality types. There is the D type, which stands for a dominant personality style. They tend to be the leaders and are okay with taking risks, but they also can come off as pushy. Then there is the I type, which stands for the influence personality style. They tend to be more outgoing and the life of the party. People with the I personality tend to not be very good at following through.
The S style, which stands for steadiness, tend to be more sensitive with strong feelings of connection to other people. On the flip side, people with S personality types tend to be taken advantage of more often because they're so kind and loving. Finally, you have the C type, which stands for conscientiousness. People with C personalities are very detail-oriented. These are people that typically are going to be accountants or that may be surgeons. On the flip side of the Cs is sometimes they are very serious and sometimes they are really slow to make decisions.
Personality assessments can be very insightful and instructive, so we even administer them within our Delivering WOW Accelerator Program, as well as for our coaching clients in our Mastermind. It's been insightful to get feedback from doctors saying, “Now I understand why my hygienist, who's very outgoing, struggles with writing chart notes.” As team members start to understand their behavioral style and team members understand each other better, you can assign tasks accordingly.
Delegate tasks with each team member’s personality in mind.
As we start looking at behavioral styles and the roles of our team members and the roles that they occupy in our practice, it's really important that we understand where they are in terms of a natural behavioral style.
I remember in the early days of my practice, I wanted to have social media implemented. We ended up giving that task to someone who had an S-style, so they were a calm natured, introvert. But they struggled with one of the key parts of our social media strategy, to collect patient video testimonials. There were great creating posts but were uncomfortable asking patients for video testimonials. We decided to switch it up and gave that part of the task to a team member that had more of the I-style. That person was very outgoing and loved talking to people. All of a sudden, it was easy for her to make that connection and get those video testimonials.
Once you start to assign tasks according to your team members’ strengths and put them in the area of their natural behavioral style, you'll see the results that start to happen in your practice. Then, give them training on tasks that fit their natural strengths so they can get better and better. The more you do this, the more your team will work better individually and together.
Build your team with diversity in mind.
Take a look at the personality styles across your team. The best teams have balance. Start looking at building out your team with diversity of personality styles in mind. Think about what you have a lot of and what types of people can fill the gaps in your practice in terms of behavioral styles.
If you have a team that is full of I-types, you're going to have a lot of fun in your practice because there's going to be a lot of extroverts. However, consider that flip side of it, where if you're having too much fun, you need somebody to be serious, get things done, and make sure that everyone is being held accountable.
As you grow your team with diversity in mind, you will be able to build a better, stronger team. You will also be more able to put people in positions that match their natural tendencies, making everyone more likely to succeed.
Are you ready to train dental team members who are not good with patients?
If you haven't yet tested behavioral styles in your practice, I highly recommend doing so. Then, direct tasks and training to the activities that fit your teams’ natural strengths. If you want help, get in touch with my team and we can help.
In the meantime, join our free Dental Boss Movement group on Facebook. Inside that group, you will be able to mastermind and share with dentists and team members to help you grow your practice quickly.
If growing your dental practice quickly sounds attractive to you, you’re in the right place. After helping thousands of dental practices grow using our Delivering WOW programs, we’ve learned a lot about what works and what doesn’t work. And the good news is that what works to grow a dental practice quickly is simple.
That’s right. A few simple strategies can make the difference between success and failure when it comes to growing your practice. That’s great news because fast dental practice growth is completely within your control—and you can use three of the best strategies in your weekly team meetings.
If you take the right steps you’ll get your desired results. Here are three simple tips you can start using in weekly team meetings right away to grow your dental practice quickly.
1. Ask your team members to share their personal and professional best.
We must remember that our practice is being run by a bunch of humans. We’re human. Our team members are human. Start every meeting by asking your team members to share your personal and professional bests for the week.
Sharing personal and professional bests brings tremendous benefits to everyone on your team. We all share a human experience with ups and downs. Asking team members to share personal and professional best gives every team member an opportunity to share and open up with each other. Even if one of your dental team members is struggling that week, this gives them a chance to recognize that, get help, and move forward. And your team can understand where they are and they can support them.
And asking for everyone to share their bests helps people focus on positive parts of the week, even if most of it was stressful.
2. Review results and performance from the previous week.
Take some time from the weekly meeting to look at doctor production per visit, hygiene production per visit, production collection, and new patient numbers. Ask your team how many patients last week left without an appointment? Ask how many patients were rescheduled, that were unscheduled? Review your a/r from last week. Appoint a team member to collect and present those numbers so you can easily access and analyze them. Ask them to compare those numbers to weekly goals you set for each of them.
When you don’t hit a goal for the week, analyze why and identify steps to hit the goal for the following week. For example, if doctor production per visit was low, ask what can be done to improve it. Can you pull a list of unscheduled patients and call to get them scheduled? Can you send unscheduled patients an email with a scheduling link?
Reviewing results and performance in a real-time, collaborative way helps catch issues fast.
3. Identify specific issues within your practice that need to be resolved quickly.
Before ending your weekly meetings, ask your team to identify any specific issues within your practice that don’t fit into the categories already discussed. This may be something like broken appointments or hygiene production per visit being consistently low. It could also involve a challenging HR or patient issue or training needed.
From there, brainstorm ways to resolve the issue, end the meeting with a plan to move forward, and identify a team member who will take ownership of the plan. Put that issue on the agenda for the following week.
Are you ready to grow your dental practice quickly?
Growing your dental practice requires you to be consistent and proactive. Take a few minutes to celebrate high moments with your team every week. Don’t sit around waiting for the month’s productivity numbers to be finalized before adjusting. Do that weekly. Don’t wait for small issues to be big before fixing them. Do that in real-time. Taking these three simple steps will help everyone in your practice perform.
If you want more help, your best next step is to join our free Dental Boss Movement group on Facebook. Inside that group, you will be able to mastermind and share with dentists and team members to help you grow your practice quickly.
What would it mean for your dental practice if you could get more patients to say yes to your treatment plans? How much could you grow your practice if just one out of every two “nos” turned into a “yes” when presenting a treatment plan? And, how amazing would it be if you could get there without having to make a hard sell to your patients?
I don’t need to tell you how important case acceptance is for your dental practice. Maybe it’s not as sexy and exciting as marketing, but if you could increase case acceptance rates by even 10% or 20%, what kind of a difference would that make in your bottom line?
The good news is you can make that improvement, and potentially more. And there’s a pretty straightforward way to go about it. Here’s what you need to know.
There is no limit.
Before we get into the three simple steps to turn “nos” into “yesses,” it’s important to understand that the only limit on how many cases you can close — including high-value cases — is the limit you set in your mind. In other words, there’s no ceiling on the number of cases you can close and the amount of money you can earn, and I want you to really think about that.
A lot of dentists hear me say that and they immediately push back. They’ll say, “We’re totally booked up, I’m working crazy hours, I can’t possibly do any more.”
If that's what you’re thinking, I’m going to show you exactly how to double or triple whatever your financial goal is. You’ll be able to use it again and again, and you’re going to be able to get the same positive results every single time. By doing so, you’ll be able to reshape your schedule, making more money while even working fewer hours and performing more life-changing dentistry instead of just drilling and filling. Here are three steps to turning “nos” into “yesses” to get you moving in that direction.
1. Start treatment plan presentations with a question.
There’s no pressure here, no weird sales tactics, no crazy script that you need to follow. You’re simply going to let your patient know you have some information to share, and then ask if they’re interested in hearing more.
For example, you might say something like, “There’s something we can do to help prevent cavities. Would you like to learn more?”
You’re addressing the specific problem the patient has and letting them know they don’t have to keep having that problem because there’s a solution you can offer them. You have helpful information to share — but only if the patient wants to hear it. When the patient says yes share the information you promised.
Let’s continue the cavity example. In this case, you might say, “Great! It’s called a sealant. We just paint this special material directly onto the tooth so food, sugar, and bacteria can’t get through. That will significantly reduce the risk of cavities.”
Be sure to name the product or service and explain how it works in really simple terms. Don’t use any dental jargon. Don’t overcomplicate things. Talk about this the way you would explain it to a young child.
2. Put out the resistance.
After asking the question and explaining the solution in simple terms, you’re likely to get a little bit of resistance. Anticipate that and put out the resistance before the patient brings it up. For example, with sealants might say, “Insurance doesn’t always cover sealants but most of our patients go ahead with them anyway because the peace of mind is so great. You also wind up saving money because you don’t have the kind of decay that can lead to cavities or even more extensive dental issues.”
Instead of waiting for the patient to ask, “Will my insurance cover this?” you’re addressing the issue head-on and giving them a reason to overlook the objection about insurance.
It’s the same thing with higher-value services, too. You might point out that Perio Protect is going to save them a lot of time because they won’t need deep cleanings; it’s going to save them money because they won’t have to worry about costly surgery.
The formula is the same: Address objection head-on and give patients a reason to move forward anyway.
3. Give patients a call to action.
A call-to-action is just a fancy way to say that you let them know what the next step is — how they can get started right now so they can move forward.
For sealants, it might sound something like, “We can start right now and have four sealants done in about ten minutes.” For Perio Protect you might say, “We can go ahead and take a scan right now and start working on your Perio Protect trays.”
Are you ready to increase your treatment plan acceptance rate?
Increasing treatment plan acceptance rates is as simple as one, two, three. Start with a question, address resistance while giving them a reason to move forward, and give them a call to action to get started. Three simple steps you and your team can follow.
If you want more help Delivering WOW in your dental practice, we are helping hundreds of practices during this time through our Practice Accelerator Program and offering special value for you and your teams!And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group today.
When you’re looking for information, what’s the first thing you do? You pull out your phone or pull up a web browser and go straight to Google. Well, guess what? Your potential patients do exactly the same thing when they’re looking for dental information or to find a new dentist.
Google is the number one search engine, but it’s so much more than that. It’s the default we all turn to when we need information. That’s why I’m going to tell you how you can turn all of those Google searches into an amazing marketing tool for your business, and it’s only going to take you about five minutes to set up using Google My Business. Here’s how.
Update and customize your Google My Business page.
You might already have a Google My Business page set up for your practice, but many practices are not making the most of their pages. If you’ve never taken the time to customize your business page, you definitely want to do that. Start by updating your business hours, adding an online scheduling link, and verifying your location so people can pop it right into their GPS or navigation app and find you.
But if you want to really get the most out of Google My Business, you’ll want to take things one step further and add some real, live video testimonials to your page. That way, when potential patients land there, they’ll be able to see your happy patients talking about their amazing experiences in your office.
If you don’t already have video testimonials, the next step will be to start collecting them. If you do, here’s how you can easily collect even more.
Ask patients about their experience at the end of each visit.
If you’re already a part of the Dental Boss Movement, you know I’m a big believer in the importance of asking your patients about their experience at the end of each visit. This is really important information to have, in general, because it helps you and your team focus on consistently providing an exceptional experience every single time.
And when you are focusing on delivering that WOW factor with every single patient, it’s a good bet that your patient will say, “Yeah, this was a great visit.” Utilize any constructive feedback to improve.
Ask your happy patients to record a short video testimonial.
When a patient raves about their experience, ask them to record a short testimonial on the spot. Keep it simple. You can say, “Well, you know, we’d really love it if you’d let us record a quick video with you to talk about how things went today.”
Emphasize that there are a lot of people who are afraid to go to the dentist, and hearing from real people like them might just change someone’s life. More often than you might expect, patients will spare two or three minutes to film it quickly.
Upload the video to your Facebook and Google My Business pages.
Once you record that video, start sharing it on social media. Get it uploaded to your Facebook page, maybe repurpose it for an ad. You can target the people who watch it with a special ad campaign.
Also, take that same video and upload it directly to Google so anytime someone lands on your listing, that video review pops up. You don’t need to edit it at all. Just use the same video. It is very reassuring for potential patients to see a real patient talking about the incredible experience they had at your practice.
Even better, if you get into the habit of uploading videos to your Google My Business page regularly, your listing will really stand out from others. Very few people realize that Google even offers this option. So while other practices might have an ordinary listing with practice hours and maybe a map, you’ll have a page that really establishes you as an authority.
Add other videos to your Google My Business page so patients get to know you better.
You can add all kinds of videos to your page so don’t stop with only testimonials. Anytime you’re running a community campaign, if you’re helping raise funds for a local charity, or if you go live on your Facebook page to talk about dental care, you can download that video and re-upload it directly to your Google My Business page. You can download any video you record live on Facebook with just a couple of clicks. Uploading them directly to your Google My Business page gets you double the exposure and traffic without any additional work.
What's especially great is that you can then add buttons to your page, so people can schedule an appointment or call the practice with a single click. That’s very helpful when someone’s on mobile.
Are you using Google My Business to grow your dental practice?
If you build out your Google My Business page the right way and make it easy for patients to find your practice when they search on Google, you can start to see a regular flow of patients come from Google searches.
If you want more help, check out my marketing and practice growth challenge where we help you put together and execute a plan to get more patients and build a WOW dental practice. And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group.
You’ve likely heard that in order to grow your dental practice you’ve got to get out there and be visible. But no one tells you what you’re supposed to do if you’re an introvert.
I’m about to let you in on a secret: you can get more patients into your dental practice even if you are an introvert who tends to avoid the spotlight.
I’m a really private person, and believe me, I’m much happier in my comfort zone. But I know just how important it is to get out there and share my message, my training, my experience with dentists like you, so I do it.
Here’s why it matters so much to step out just a little bit and how you can still build and grow your practice even if you’re an introvert.
If people don’t know about you, you can’t help them.
If you’re anything like most of the dentists I know, you got into this field because you really want to help people. You’re in the smile business, so naturally, you care about your patients, and you love that you’re able to improve people’s lives. I want you to remember that, to hold onto that, as you listen to what I’m going to tell you.
You have a gift. You are an amazing dentist. You’ve taken the time to learn all kinds of specialized skills. And you’ve invested in courses to learn how to place implants or Invisalign or to put on sealants or to treat sleep apnea.
You’ve also improved your patients’ lives and saved marriages. You’ve given people the confidence to smile and speak in public.
You’re a really important person. Your hands are amazing, and you can do beautiful dentistry.
There’s only one problem: If people don’t know about you, you can’t help them. So you must get the word out. If patients don’t know you exist, you can’t help them.
So here’s how to get the word out, even if you’re an introvert.
Go live on Facebook and speak from your heart to the people who need to hear you.
I know exactly how terrifying that sounds. But you’ve done much harder things in your life, and what I can tell you is this: I’ve worked with thousands of dentists. The fastest way to get you to overcome those fears, introverted tendencies, and shyness, is to get started. The easiest way to start getting out there and connecting with the people who need to hear from you is to take a leap of faith and do a simple Facebook Live.
To make this super easy for you, let me give you a simple structure to help you plan your Facebook Live videos:
1. Speak from your heart.
Introduce yourself, tell people that this is the first time you’re doing a Facebook live, and let them know you’re nervous, but you’re doing it anyway, because you want to share this information with them. Then, tell them why you became a dentist and why you love serving your patients.
2. Acknowledge their fears.
Let your patients know that almost everyone has some anxiety around going to the dentist, but it doesn’t have to be that way. Reassure them that you’re not mean or scary, and that your office is actually a welcome place. Let them know what they can expect when they come in.
3. Invite them to connect.
Ask your patients to drop any questions or concerns they have in the comments on your video. Then follow up with each one and send them a personal invitation to come into the office.
Yes, your first Facebook live will be a bit scary. But it was probably also a little bit scary the first time you treated a patient without relying on a more senior doctor for backup. You had to put on your brave face and push through, so you did. It gets easier — and you get braver.
Plus, you get to help more patients who need your talents by making sure more people know about you and hear your heart for helping.
Are you ready to get more patients to your dental practice?
Way too many introvert dentists force themselves into less-effective, ineffective, or expensive marketing because they don’t believe they can use the most effective dental marketing strategies. But I know you can.
Start with this pattern and use Facebook to grow. Speaking from your heart will be much easier for you than trying to force yourself into some hype-filled video. Talk to your future patients, just like your webcam is a patient in the chair. And, if it helps, script out your video or use bullet points to help you get more comfortable.
If you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1,000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Just like with any business, hiring is one of the most important parts of a dental practice. If we don’t put the right systems and strategies in place when looking for new members for our dental practice, we’ll end up with the wrong people on our team.
Bad hires are extremely costly. They lead to a high turnover rate amongst your staff—not to mention other problems like poor productivity—and can be super costly. Good hires, on the other hand, are the key to consistent performance.
That’s why these three steps are so important. We need to start before we hire people to ensure we keep bad team members away. Then, with the right ones on our team, we use the critical first week of work to get them on the right track for success. Here’s what to do to ensure you get the right people on your team and train them to become future superstars.
1. Make the expectations of the job clear before you hire them.
When we’re interviewing a potential employee, we need to ensure they understand exactly what roles and responsibilities come with the job. It’s easy to tell an applicant that they’re applying for the role of being your office manager, for example, but that’s a very general statement. The applicant might not know the unique tasks and duties that come with being an office manager for your specific dental practice. So, by making the job expectations clear, they’ll know whether they’re equipped with the right skill-sets to handle the position they’re applying for right off the bat.
And, just as importantly, any potential team member should have an understanding of your practice’s core values before they become a part of it. In fact, for my practice, during the interview and/or on the pre-interview application, we actually ask our applicants about which of our core values resonate with them the most.
2. Focus on orientation during the first week and continue training them for six weeks.
The first six weeks someone works with you is critical. During the first week, you’ll teach them the most important aspects of working with your practice. Make sure they can set goals. Teach them shutdown and start-up procedures. Have them read the office manual. Walk them through what’s expected of them in their role. Because all practices are different, we can’t assume they know what’s expected of them in your practice. Way too many practices assume someone with experience at another practice will jump right in and know what you want them to do. That is almost never the case, especially if you have invested in building a practice that does things differently to deliver WOW to patients.
After the first week, test them on what they learned and continue training them. Ask them to give you an office tour. Have them shutdown and start-up your office. As they learn, add additional responsibilities and give them additional training. Provide educational videos from your favorite CE curriculum—like our Practice Accelerator Program—so they know how to succeed.
3. Get your team involved.
As you build an amazing dental team that delivers WOW, you can start elevating your star team members to become leaders, too. In my practice, for example, we have a lead dental assistant who helps and supervises other dental assistants to set them up for success.
One of the roles and responsibilities of my lead dental assistant is to go through the training and onboarding process with new hires. A dental practice gets busy, as we all know, and doing all the onboarding and training can be a bit too tedious for the practice owner or office manager to do by themselves. Getting your team involved by delegating the process to members of your team who can serve as role models can really free up your schedule and pave the way toward better productivity overall.
Are you training your dental team to set them up for success?
Putting new-hires through the right onboarding and training during the first week and throughout the critical first six weeks can be the best investment you make in your practice. Be sure to include onboarding as well as training and testing hires about what makes your practice different.
If you want help, we’ve helped hundreds of practices during this time in our Practice Accelerator Program and are offering special value for you and your teams!
As dentists, we’re visionaries, and if having an automated dental practice is something you’ve dreamed of for your practice, you might be surprised to learn it’s not very difficult to put in place.If you want to create an automated dental practice, you only need a few pieces in place. After all, a vision alone won’t help you achieve your goal. You also must take action and hold yourself accountable as you pursue your goal. Here are the three pieces to put in place if you want to work toward building an automated dental practice.
Buy a whiteboard to automate setting and hitting goals for your dental practice.
Of all the strategies I teach dentists to grow their practices, using a whiteboard is one of my favorites. It’s simple. It’s effective. There’s no tech to learn. Best of all, it’s very lost cost, often less than $10.I know whiteboards don’t sound very sexy or exciting, but this tool can change everything in your practice. With it, you can publicize relevant key performance indicators and see at a glance whether you’re on track to hit our targets. Even better, everyone in your office can see progress in real-time and is held accountable without any uncomfortable conversations.The public nature of the whiteboard helps people avoid falling behind and encourages others on the team to support each other so the group hits all goals. That means you don’t have to go around talking about production or letting people know they’re behind. As long as the whiteboard is updated everyone on the team can work together to set and achieve important practice productivity goals.
Automate communication among team members.
With your goals on track, the next step to automating your dental practice is automating communications among your team members. In my practice, automating communication means using a project management tool called Asana. It’s a free online tool where we can record and manage information, share resources, and easily assign tasks to team members.With Asana, we can even automate weekly check-ins so every team member can give a quick update on their tasks and progress. We can assign specific to-dos from inside Asana and automatically update everyone who needs to know. And then we can quickly review people’s to-dos, see what’s still open, and figure out why something hasn’t been done. Even better, if someone on the team needs my specific feedback on a task, they can just tag me in Asana in the same way they would tag a friend on Facebook. I don’t need to set up a meeting or even be in the office to review and respond to their question.
Automate your dental practice marketing.
Automating your marketing is an extremely powerful part of automating your dental practice because it will drive new patients into your practice on an ongoing basis. What’s so amazing about automated marketing is that once you’ve set it up, it essentially runs itself—it requires very little time or money on your part.Automating your dental practice marketing is simple. You just need to do two things. First, set up dental marketing funnels to and Facebook ads to key audiences that drive traffic to your funnels. In my practice, we’ve built out multiple marketing funnels. They’re easy to set up and require no work from you after the setup. Through funnels, we send people to quizzes to prequalify them. At the end of the quiz, we offer patients the opportunity to come in and talk to us or leave their email so we can communicate with them. With these in place, high-value dental practice leads hit our inbox on a regular basis.
Do you want to build an automated dental practice?
Automating your dental practice doesn’t need to be complicated. A simple whiteboard can help you set and more easily achieve practice goals. Asana can make team member communication easy. And automated dental practice marketing can keep patients coming in on a regular basis. With those three pieces in place, your job as practice owner will become much, much easier. Even better, your team will be set up for success. They'll be able to continue to perform without you needing to be there and get involved in everything.If you want more help with your practice, join our community of Dental Bosses just like you, in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice. More than 1,000 Dental Bosses are already in there learning and growing together. Join us today!
One of the highest-impact changes we can make in our dental practices is improving the way we discuss treatment plans with our patients. If we present treatment plans well, more patients will say yes to our treatment plans and get the care they need. If not, they won’t get the care they need and everyone loses.
I know how frustrating it can be to put your heart into a treatment plan you know the patient needs only to have them not move forward. It took me a while to learn how to get patients to accept treatment consistently. I learned quite a bit through trial, error, and investing a lot of time and money to become better at case presentation. Here are three simple principles you can use to see an immediate improvement in your case presentation skills.
Offer services you believe in.
This one’s easy but very important to keep in mind. As a dental boss, your priority is the health of your patients. That means you never recommend a treatment you don’t totally believe in. It also means making sure your entire team is on the same page when it comes to how you care for patients.
When everyone believes in the services they’re offering patients, they can talk about them with integrity and not a salesy tone. This goes a long way in giving patients confidence that they’re in good hands.
Bring that enthusiasm to your conversations with patients. Discuss all the wonderful things that will happen to them if they move forward, emphasizing the lifestyle changes they can expect. For example, explain how getting implants will give them the beautiful smile they want so badly. Explain how much it will impact their confidence and benefit all aspects of their life. In other words, share your enthusiasm about the treatment within the context of how it will benefit them.
Encourage but don’t pressure patients.
Before the whole world shut down IN 2020, you might remember heading to the mall or Costco and walking by people offering free samples. Maybe they held a tray of teriyaki chicken pieces with toothpicks sticking out. When you got close, they’d ask, “Hey, would you like to try this?” And, if you’re anything like me, you took them up on their offer for some free chicken pretty much every time.
No matter how hungry (or not hungry) we are, we often take the free sample, not because we feel pressured but because we’re encouraged by something we’ll enjoy. They don’t force us to take the sample. They’re happy to answer questions about the product. And they make it very easy for us to say yes by happily offering the tray with a napkin and the piece of chicken ready to grab.
The same is true in restaurants when a talented server guides us through ordering drinks, appetizers, entrees, and, of course, dessert. We order more than we likely would without that encouragement but we don’t feel pressured. In fact, we often feel well taken care of when we experience tasty food we never would have ordered on our own.
That’s the way you want to present treatment to your patients. Encourage them by using a positive tone and guide them through making a decision that will benefit them. Show them how much of a difference getting treatment can make in their lives. But don’t pressure them to move forward. We’re healthcare providers, not salespeople, after all. If we encourage them by confidently presenting the treatment we suggest in the context of the benefits they will receive, more patients will say yes and move forward.
Speak in conversational terms, not in “Dentalese.”
We know more about dentistry than our patients do, no doubt about it. So, when we’re presenting them with a treatment plan, it’s up to us to explain things to them in words they understand. Don’t talk to them like they’re also a dentist—discuss the information they need in a way that they can easily understand. As my good friend Dr. Bowman says, don’t speak “Dentalese” to them.
Also, remember that you’re only presenting treatment you wholeheartedly believe in. When you explain the positive results patients will receive by accepting treatment in ways they can understand, they’ll trust you more. They’ll know you’re not trying to manipulate them with fancy jargon and frightening medical terms.
Provide a simple explanation. Bring up any potential objections and explain why most patients move forward despite that objection. When patients can wrap their head around what you’re saying when presenting your treatment plan, and they can see the value in saying yes to that treatment plan, they’re more likely to say accept treatment.
Are you struggling to get patients to accept your treatment plans?
The simplest way to increase production is to get more patients to accept your treatment plans. These three rules can help you get started doing that right away.
If you want more help Delivering WOW in your dental practice, we are helping hundreds of practices during this time through our Practice Accelerator Program and offering special value for you and your teams!
If you’re just starting your dental practice, how long do you think it will take you to fill your chairs? One month? Two? Six? What if I told you that you could book out your start-up dental practice on a budget of less than $1,000?
Starting up a dental practice is an expensive project. Between equipment, supplies, team members, and your office space and build-out, many start-up practice owners become stretched financially.
So, how does anybody have enough money to get a start-up dental practice off the ground? If you follow these steps, you only need a little bit of money left. You just need to be willing to step outside your comfort zone and use Facebook to do things differently. Here’s all you need to do.
1. Start early and go live on Facebook.
If you want results—patients in your chairs, a profitable practice, people in your community talking about you and referring patients to you—you’re going to have to get out there and do things that might be a little bit scary at first.
The best way to start building your audience is to start early and go live on Facebook. Set up a Facebook page for your dental practice. This is new for many dentists, but it’s important. Most dentists aren’t very comfortable going live on Facebook. I wasn’t when I got started, but I knew it was important. So don’t wait until you build your audience. I still get nervous when I go live, but I’m much more comfortable now than when I began. But I knew you and other dentists needed to hear my message in order to build a better, more fulfilling practice.
I also know that your future patients need to hear your heart for changing lives through your practice. There’s a mom with kids who hate going to the dentist. There’s a mom who hates going to the dentist for herself! And you’re the person who can change that—but that can only happen if your patients know about you. Your community needs you, and they’re all on Facebook.
2. Speak from the heart.
Facebook provides you with an absolutely incredible opportunity to share your heart with thousands of people in your community. I’ve seen hundreds of start-ups tap into the power of Facebook to get new patients extremely quickly. So what do they do? They speak from the heart.
Go live, and share your excitement about your practice. Tell them your vision for your practice. Talk about why you went to dental school. Tell people why you’re launching your start-up, what your practice will look like when it’s open, and how your patients will feel when they come into your practice.
It won’t be perfect—and that’s okay. This video will show your community that you’re a real person, and that you’re building a practice to serve your community. Plus, once you’ve done your first Facebook Live video, you’ll never have to do your first Facebook Live video again.
3. Go live regularly.
After your first video, continue to build that momentum by going live once a week to talk about dental topics and updates on your practice. When you do this, you’ll position yourself as an expert while you’re building your video views and audience engagement.
The more videos you make, the more people will start to comment and share, and you’ll be able to use Facebook’s amazing tools to retarget those people later on for high-value services like implants and Invisalign.
If you have trouble thinking of what to talk about every time you go live, here are some ideas to get you started:
How can I have a cavity if my tooth doesn’t hurt?
Why do I need a crown—can’t I just have another filling done?
The options to replace a missing tooth: denture vs. bridge vs. implant.
Why do I need a root canal, and what does it mean to have a root canal?
Why do my gums bleed? What is periodontal disease, and how can I treat it?
There are whitening options for every mouth.
Why do we get our teeth cleaned at the dentist vs. just brushing at home?
That’s nearly two months of Tooth Talk Topics, which will give you plenty of time to come up with more ideas on your own. And, you can ask the people who watch your videos to let you know in the comments what other topics they’d like you to cover.
4. Start running community engagement campaigns.
One you have begun to set yourself up as a trustworthy and reliable expert, you’re ready to start running what’s called community engagement campaigns.
Simply put, community engagement campaigns are promotions you host on Facebook to build relationships with people in your community. This gives you an opportunity to network in your area while attracting only potential patients to your promotion. For example, you could run a gift card giveaway with prizes donated by other local businesses. You could run a smile makeover competition to coincide with your grand opening. You could give away a $1,000 gift card or free tooth whitening for life, a 30-day floss challenge—the possibilities are truly endless.
Make sure the promotion involves local businesses or services in your office. If you give away an iPad or Amazon gift card, anyone around the world will sign up. Local businesses or in-office service focuses on potential patients in your area. Community engagement promotions help get positive attention on your practice and often fill up your schedule before you even open your doors. They are incredibly effective.
5. Set up custom Facebook audiences for future promotions.
It’s not hard to do, and with the right training, you can make sure that your videos are getting out in front of exactly the right people—the people who are going to start filling those chairs in your practice in the present and the future, and telling their friends to come, too.
Are you ready to fill your schedule even before you open the doors to your practice?
If you like the idea of getting all your spots booked out before you open the door, jump on Facebook, go live, and run community engagement campaigns. It’ll get people talking about you online and offline and help your phone start ringing with patients excited to get in your chair.
If you want help, join me for the Marketing and Practice Growth challenge, where you’ll learn exactly how to get your practice up and running the right way. And if you want to join a community of Dental Bosses just like you, I have a Facebook group where more than 1,000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
I don’t mean to brag, but I’ve helped thousands of dentists increase their revenue, grow their practice, and turn their practice into the practice of their dreams. That’s why I’m active on social media, keep a weekly blog, and host a podcast on a multitude of topics in dentistry—to help dentists, like you, run a practice that delivers WOW.
Whether you’re struggling with your marketing, productivity goals, or whatever else comes with running a dental practice, I’m here to help. For example, a member of my mastermind group once came to me asking for advice about paying her dental team. A team member had asked for a raise, and she was put in a tough spot. She simply didn’t know if she could afford to pay that team member more, no matter how much they deserved it. It’s a dilemma that every boss faces, dental boss or not.
And as a dental boss, I’ve had to deal with discerning how much to pay my team quite a few times. So, when that member of my mastermind group asked this question, I was quick to share some of the lessons I have learned. So, how do you know how much to pay a dental team member? Here’s how.
1. Determine how much value each team member offers with their skillset.
Do they achieve their goals? Do they engage and apply the training? If so, those are good signs the team member is adding a lot of value to your practice. But simply achieving goals and utilizing skills enough for the practice to grow isn’t necessarily enough for each team member to get that raise they want. They also need to be continually growing those skills. Why? Because the more value they can offer, the more you can pay them.
Help them be able to handle a more complex assortment of tasks. For example, if they’re not only handling phone calls like rockstars but can also be super effective at scheduling, they’re going to become a bigger asset to your practice. And when they’re a bigger asset to your practice, the positive return on your investment in them will enable you to raise their salary without putting yourself in a deficit.
Once they get the raise, they might even increase their ROI more. Just by having that monetary incentive, their motivation might increase substantially. More motivation will likely make them even more productive. But they need to be productive in more than one area, or they aren’t working hard enough to increase their pay grade. That brings us to the second step.
2. Set up a pay-grade system that pays each employee based on the value that their skillset offers.
If you set up a pay-grade system that classifies what work warrants what pay, it’ll be easier to understand whether you can afford giving one of your team members a raise. Keep it simple, a higher amount or value of work should qualify for a higher amount of pay. This not only ties hard work to pay it ties continuous skill improvement to pay.
This type of pay-grade system will also make it very clear to your team about the expectations that need to be met in order to receive the different levels of pay that you offer in your practice. It’s up to you to help each team member understand that they can’t get a higher level of pay without putting in a higher amount of work.
For example, say you have a dental assistant who has a limited skillset. They can assist with fillings. They can set up your trays. And they can sterilize the instruments. Most dental assistants can handle those tasks so that’s not exactly going above and beyond. So, that person would qualify for the level one pay-grade. If that dental assistant developed a broader skillset, they could earn more pay. I have a dental assistant in my practice who puts in the amount of work to warrant way more than a level one pay-grade. She can place sealants. She orders all of the supplies. She’s amazing at making all of the temporaries. She also can work at the front; handling phone calls, making appointments, discussing treatment plans with patients, etc.
Because of her broad skillset she’s able to bring a higher ROI to the practice. And because she’s on a different level than many dental assistants, I can afford to increase her paygrade to level two and give her a higher salary.
Are you paying your dental team adequately?
Dentistry is a fast-paced lifestyle with lots of stress, and you can’t blame your team members if they ever feel like they deserve more compensation for their hard work. But a dental practice is a business, and finances aren’t something to be impulsive about. Before you give your team member a raise, consider their skillset and the amount of work they’re putting in. And give them opportunities to expand both so they can add more value and earn more work.
If you want more tips and tricks about delivering WOW with your dental practice, we are helping hundreds of practices during this time in our Delivering Wow Practice Accelerator Program, and are offering special value for you and your teams!
While a dental practice is a business, dental school doesn’t teach us much about collecting payments and managing operations.
That’s what continuing education is for. And that’s what Delivering WOW is here for, too. We have helped thousands of dentists strengthen their practices while delivering WOW experience to each of their patients.
But we want to continue to be able to deliver WOW, we need to ensure our businesses are financially strong, too. And one of the most important parts of becoming financially strong is empowering our team to collect payments from our patients well. If you’ve struggled with collections in your practice, here are three tips that have helped my practice and many others improve.
1. Set up a system with which you can monitor whether your collections are under control.
By the time that many practice owners take a glimpse at their AR (accounts receivable) or collections, things have already spun out of control without them even knowing. They’ll find out that patients didn’t pay on time because their dental team failed to follow up properly about that patient’s claims. Now they have to break some bad news to that patient, and things can get ugly. It’s embarrassing—and frustrating for the patient—to call them to let them know they actually have a balance due or that you’ve misquoted their payment from the very beginning. Chasing them around and demanding money make you appear unprofessional and can stir up some drama that might lead to a bad review online or worse. So, I recommend you utilize a system that helps you to track your AR from week to week.
If you follow my blog, social media, or podcast, then you know I’m a huge fan of using scorecards. They can help you stay on top of productivity goals, measure metrics, and more. They’re just a great way of tracking numbers, and one of those numbers can actually be your AR. Using a scorecard to track AR has been super effective both in my practice and for many members of my platinum program. When we can use a scorecard to track AR on a consistent basis, things won’t spin out of control because your dental team will be on top of your collections numbers. When they see things spiraling out of control, they can let you know and you can decide how to counteract any chaos from erupting.
2. Be prepared to keep your collections in control by utilizing a process called “amnesty.”
If things do end up spinning out of control, it’s time to work the amnesty process. Amnesty helps us get back under control. Here’s how it works.
Say you suddenly realize that your AR is $50,000. Some practices turn those accounts over to a collection agency or, even worse, just write it off. That’s not a good idea—you're writing off $50,000 or selling it for pennies on the dollar. You could have used that money to pay for your kids to go to college for a year.
Instead, contact patients who have an overdue balance and let them know their account has come up for audit. Tell them you are giving them a courtesy call to help them out and to clear up their balance. Offer to lower the balance if they pay in full.
Perhaps they have a balance of a thousand dollars. Rather than charge them the full thousand, lower the amount that they have to pay so they don’t have to go to collections and you can create a true win-win. They pay less than they owe and avoid collections. You get guaranteed money and often at a higher price than what you would get through a collections agency. Many patients will gladly pay a smaller portion or go on an auto-debit to pay off their balance to avoid being sent to collections.
3. Put in place a reliable and effective means of getting in touch with your patients.
As surprising as it might seem, being unable to easily get in touch with patients is one of the most common problems I hear from members of my mastermind. They’ll tell me, “Anissa, our patients just aren’t responding. They see our calls and won’t pick up.” While phones are a great way to put yourself in direct communication with a patient, don’t make it your only contact method. If you can, use text messages and emails to start conversations. Especially with text messages, your messages will get noticed. Send them a text or email that lets them know there is an urgent message from their dentist and that you’d like to speak with them on the phone as soon as possible.
When a patient sees an ominous-sounding message like that coming from their healthcare provider, they’re more likely to give you a call. In all likelihood, they’ll even be a bit nervous. So, when the patient calls your practice and your dental team member speaks on the phone with them, make sure they make the purpose of the call immediately clear. Have them calmly greet the patient using all the right social cues and explain that the purpose of the call is to help the patient save money and resolve their balance. Once they understand what’s going on, your team member can proceed to get the patient’s credit card information and begin to sort things out via the amnesty process. If they don’t call back right away, send follow-up messages and call their phone to make sure they get your message. With people being so busy, if your message hasn’t been returned within a couple of days, it’s unlikely that it will be without additional follow-up.
What are you doing to ensure your payments are under control?
As dentists, we must work creatively to ensure the revenue we worked so hard to attain gets paid. When it comes to collecting payments, we must give our team members the tools and resources they need to collect payments well. Scorecards, amnesty, and multiple methods of contact can help everyone stay on top of accounts receivable. What works in your practice?
And if you want more tips and tricks about delivering WOW with your dental practice, we are helping hundreds of practices during this time in ourPractice Accelerator Program and are offering special value for you and your teams!
For most businesses, the pandemic has made it a real struggle to keep afloat. Quarantining and social distancing have led to an absence of eager customers for almost every industry and profession. People are trying to stick it out in their homes and avoid getting infected with Covid-19, so they’re just not going to go out shopping or seeking services unless they really need them.
While things are slow for the vast majority of businesses, it’s safe to say that dental practices are definitely amongst those struggling the most. Patients simply don’t want to come in to get treatment unless it’s urgent. It makes sense; providing dental treatment is a very up-close and personal thing. While healthcare providers are typically great at being diligent with sanitization, some people just don’t want to take that risk.
Unfortunately, it’s not surprising to me when people come to me and tell me that their dental practice isn’t just struggling but is actually in the process of failing. Does that sound like you? Are you hustling like mad to get patients in the door only to find yourself coming up short at the end of the month? Trust me, you’re not alone.
In fact, I have some awesome news for you: I can help you turn your failing dental practice around. It’s nothing too complicated, either. These are just a few simple, amazing strategies that can do wonders for your practice. If you’re interested, keep reading!
1. Buy a whiteboard.
This sounds too good to be true, doesn’t it? I can almost hear you thinking: “How could buying a whiteboard turn my failing dental practice around!?” Believe it or not, though, something as simple as a whiteboard can be the key to unlocking profitability, efficiency, and, subsequently, the growth you need to turn your failing practice around.
An ordinary whiteboard—one you can buy at any office supply store for a few bucks—is responsible for doubling my practice revenue. It’s done the same for hundreds of dental bosses all over the world, too. It’s not the whiteboard itself, of course, but what you do with it. And what you need to do with it is use it each month to track individual services, set goals for those individual services, and then shoot for the stars with each coming month.
Start by listing all the services you offer on the whiteboard.
Set target numbers for the month based on your revenue goals and write that number in RED.
Every day, mark down the number of that service that your practice has completed month to date in BLUE.
When you hit the target you’ve set, change the BLUE number to GREEN.
Your goal is to change all of your blue numbers to green by the end of the month. When you get every blue number to turn green, you’re meeting productivity goals—which means you’re at least keeping your practice afloat.
But ending the struggle isn’t the objective; I want you to turn your failing practice around. So, next month, aim higher. Make those numbers larger. As each month passes and you keep turning those bigger and bigger numbers from blue to green, you’ll notice your practice is doing better than ever before.
2. Deliver a WOW customer experience.
At Delivering WOW, we’re all about providing each and every one of our patients an experience that WOW’s them. When we can make them feel like VIP’s, they’re bound to become raving fans of our practice who are quick to refer us to their family and friends.
That means our patients don’t just become loyal, they refer other patients who are likely to become loyal too. Having a dependable and ever-growing influx of patients coming through your practice doors is a big deal. You’ll be increasing the productivity of your practice — helping you hit those whiteboard targets each and every month. Any practice owner knows productivity is what paves the way for profitability and growth.
3. Give your team extensive training.
If you want your patients to be enthusiastic about the results they see after coming into your practice to receive dental treatment, you can’t be the only one WOWing them. Your team must, too, through the treatment they provide and the care they show your patients. The best way to achieve this is to provide your team with the right training. When your team improves their craft and can provide amazing results for your patients, your patients will be happy with their care. And when your team treats them like a VIP every time they walk through the door, your patients won’t ever think about going anywhere else for dental care.
When training your team on procedures, make sure to also train them in the benefits of the procedures so they can better connect with patients. So, don’t just give your team the right training in crowns. Make sure they understand the benefits of crowns, the different types of crowns you offer, and the long term effects if recommended crowns are not completed. Also give your team training about how to socially interact with your patients. Your team should be able to show before and after cases, answer questions, and refer patients to the proper resources. Train your front desk to handle phone calls effectively. Train your assistants to do preliminary work—X-rays, impressions, etc.—that allows you to be in and out in a jiffy. Set up your team for success, and you’ll see the results you want to see.
Need to turn around a struggling or even failing dental practice?
Turning a struggling practice around boils down to production and consistently delivering WOW experiences. And the key to doing that isn’t diagnosing more patients or bullying them into accepting unnecessary treatment. You just need to put the right systems in place and make sure all your team members are on the same page. If you do, you’ll get the results you want while better serving your patients.
Also, if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want some support and training as you grow your dental practice.
If there’s one thing every dental practice needs to grow, it’s patients in the chair. Some need more patients. Others need patients in need of higher-fee dentistry. And others need more fee-for-service patients.
If you’re worried about where your next patient is going to come from, rest assured that you are likely just one or two referral strategies away from growth. These are three of my favorite ways for dental practices to get patient referrals.
1. Tell a story that’s easy to share.
When you talk about your practice in marketing materials, with patients, or in the community, are you telling a story that’s easy to share? If not, you’re missing out on an incredible opportunity to get current patients and others to promote your practice for you. Make it really easy for people to talk about you and your practice and they will start doing so.
For example, we want people to talk about my practice as being somewhere patients look forward to going. So we focus on creating an incredible experience andalso give patients ways to talk about that experience. One way we do so is by giving new patients an office tour and a chance to connect with a team member one-on-one. During that meeting, our team member talks about our core values and shows them the cool and fun technology we invest in to provide the best care possible. We make it simple for them to understand what makes us special.
When doing this in your practice, point out the details to your patients and why those details matter to them. You can say things like:
We invest in these items to create a spalike experience for you and help you relax.
At the end of your treatment, we’ll give you a warm peppermint-scented towel to refresh you.
While you’re waiting, you can flip through our coffee-table books.
All of the artwork in the office was done by local artists.
Let your team members show their personality. If they’re talking about the practice’s core values, they can share what means the most to them, and why. If they’re showing the coffee table books or the office art, they can point out one they particularly like or share an interesting fact about one of the local artists. When they’re talking about the overall experience, they can relate their own stories of dental anxiety — and how they moved past it.
2. Ask patients for referrals.
One of the biggest mistakes dentists make is not asking for referrals. It doesn’t need to be awkward or rude to do so, either. Whether a patient has come in for the first time or the 50th time, we highly recommend asking for referrals. It’s totally natural to ask for referrals, even from brand new patients, especially if you are investing so much time and energy to create a WOW experience for your patients.
At the end of each appointment, ask your patient, “Did you have a good experience today?” They’re highly likely to say yes. When they do, it’s completely natural to then ask for that referral. Help them out by calling to mind specific people they can refer to you. For example, we give patients two business cards and ask them to give them to friends, family, coworkers, or a new neighbor who might enjoy a similar dental experience. It’s that simple. You can also ask patients to post about their experience on Facebook and tag your practice. Many patients will happily share a post about their experience.
3. Create a patient referral program.
Encourage patients to refer people to you by creating a referral program. Give them coupons or gift certificates they can give to friends and family and they will likely be even more delighted to refer people to you.
Give your program a fun name, like Share a Smile or The Smile Exchange, and make sure that every person on your team tells patients about the program. For example, you could have your team members tell new patients that you have a referral program that your patients love because it allows them to share their WOW experience with loved ones while giving them something of value like a coupon or gift certificate. That message will get them starting to think about who would be a good person to refer to your practice. Then, at the end, hand them the coupon or gift certificate after asking about their experience.
Are you ready to get more patient referrals to your dental practice?
Patient referrals validate everything we do as a practice and keep us consistently growing without any marketing required. We just treat people well and they refer other people to us. That’s the ultimate compliment about the experience we work so hard to create.
It all starts with treating patients to a truly WOW visit and putting in place simple strategies to get them thinking about referring others to you.
And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Social media marketing has transformed dental practices in an almost unprecedented fashion. My team and I have spent years studying, testing, and analyzing the best strategies for using social media for dental practices.
At first, we used Facebook to build an audience of over 50,000 raving fans for my dental practice and turn those leads into dozens of new patients every month, all by utilizing the best dental social media marketing techniques available on Facebook to share our story and build great connections with our Facebook fans and others who had never heard of us.
After testing and refining those strategies, we started helping other dentists and dental practices utilize dental social media marketing strategies to grow their practices, too.
We found the most powerful social media site for dental social media marketing to be Facebook.
Facebook gives the most robust ad-targeting capabilities out of all dental social media marketing options.
Dental Facebook marketing costs less than traditional marketing and other social media for dentists.
Facebook makes available to everyone the same tools that only big companies used to be able to afford.
Facebook allows you to act fast to fill last-minute cancellations or promote an event or special offer, getting organic and paid posts up in minutes.
Facebook gives dentists sophisticated performance data for all Facebook ads they post so you can know your exact return on investment.
Facebook allows you to change different variations of the same dental Facebook ad to split test ads against each other.
Because of how powerful Facebook can be to build a dental practice, my team and I now use the same strategies we used to grow my practice to help other dentists and dental practices as part of our dental-marketing services. The strategies we use for our dental-marketing clients are the same strategies I share in this guide to Facebook for dentists and can help dental practices of all shapes, sizes, locations, and specialties. They can help you create a dental Facebook marketing and organic presence that is effective, efficient, and predictable—no matter what your practice looks like.
Don’t worry if you’ve tried using Facebook to promote your dental practice before, don’t understand how Facebook can help grow a dental practice, don’t think you have the time for dental Facebook marketing, or think Facebook is expensive. You’re not alone. Many dentists feel this way about using Facebook for dentists. I assure you, each of those objections isn’t true, and I’ll show you exactly what to do to help you get reliable, affordable, and consistent using Facebook to grow your dental practice.
Whether your dental practice has been open for decades, is still months from opening, or anything in between, you can use dental Facebook marketing to grow your practice and get patients in your chair for a fraction of what you’d have to spend on traditional dental-marketing techniques.
The Best Dental Facebook-Marketing Techniques to Build Your Practice
This definitive guide to dental Facebook marketing will walk you through the three things my team and I do to build dental Facebook-marketing campaigns for dentists around the world to help you do the same for your dental practice.
First, I’ll share the most important things you can do to build a dental Facebook page. The best dental Facebook pages have a few things in common. We’ll share what makes the best dental Facebook pages so great, and how you can do the same! If your dental office Facebook page is bland and ineffective, this section will help you give it life and get it ready to build fans and convert them to new patients. If you’re a dentist looking to build an individual presence on Facebook, this section will give you tips to build a great dentist Facebook page to build your individual reputation and following.
Second, I’ll share the best strategies for creating great dental Facebook posts. Creating social media posts for dentists is one of the favorite things my team does. I’ll share the best strategies for creating dental Facebook posts that will help you build a group of raving Facebook fans!
Third, I’ll help you plan and prepare the most effective Facebook ads. Facebook advertising for dentists allows you to reach people with unprecedented precision to help you get better and faster results at a fraction of what dentists and dental practices typically spend on dental ads in traditional media and other advertising. I’ll teach you how the best Facebook ads for dentists perform and how you can get the most effective Facebook dental ads strategies working for you.
If you’re ready to have the best social media marketing strategies for dentists working on your behalf to build the best dental Facebook page possible for your practice, the best dental Facebook posts building engagement and raving fans, and the most efficient and effective dental Facebook ads directing people to your special offers and dental marketing funnels, then follow the steps I outline in the rest of this definitive guide to dental Facebook marketing!
How to Build the Best Dental Facebook Pages
Every dentist or dental practice needs a dental Facebook page to act as their home base on Facebook and give them a platform to grow and connect with their patients, prospects, and Facebook fans. Here’s everything you need to know to build and optimize a Facebook page for your practice even if you haven’t opened the doors yet.
How to Build the Best Dental Facebook Page for Your Practice
If you haven’t set up a dental Facebook page for your practice or a dentist Facebook page if you’re a one-person shop, setting up a dental Facebook page for free is a simple five-step process. If you’re just getting started, don’t worry. The best dental Facebook pages all got started by following the same five steps.
To set up the best dental Facebook page for your practice, you first need to go to the Facebook page creation page. Most dental offices will select the “Local Business or Place” option on that page. After choosing the right option for your dental practice, enter your business category and practice contact information. Common options for business categories for dentists include “Dentist & Dental Office,” “General Dentist,” “Cosmetic Dentist,” and “Pediatric Dentist.”
After you set up your dentist Facebook page or dental office Facebook page, whichever is appropriate for your practice, you will next need to upload an appropriate Facebook page profile picture and cover photo. I suggest using a high-resolution, professional close-up of you for a profile if you’re building a dentist Facebook page, or of your logo if you’re building a dental practice Facebook page. Make sure your images are the ideal size for Facebook pages, which change from time to time. Any quality graphic designer or dental-marketing company will know the right size for a Facebook profile picture and cover image.
The best dental Facebook pages also have robust, custom profiles. Specifically, when first setting up your dental Facebook page, Facebook will ask you to enter a short description of your practice. Enter a couple of sentences to tell people what your practice is all about. Let them know why your practice is different. You will also be asked to enter hours of operation, team members, and links to your website. Fill out all the demographic and contact information possible.
You can also customize a button under your Facebook cover photo. By default, this is usually set to read “send message” and lets people message you on Facebook. You can change it to a number of things. For dentists, I usually suggest editing the button to allow people to schedule an appointment, but if you’re building dental-marketing funnels, you can also change it to send people to your dental marketing funnel or to learn more about your practice. You can also include links to your website or a dental marketing funnel in your about section.
If you already have a dental Facebook page, make sure your profile includes all the elements on this page and the additional tips for effectively using Facebook for dentists.
Specifically, to optimize an existing dental Facebook page, make sure:
Your dental Facebook page has complete practice contact information.
Your page has accurate hours of operation.
Your profile picture and cover images are professional, hi-res images that convey your practice culture.
Your about section includes complete and accurate statements about what makes your dental practice different.
You add trusted team members to your dental office Facebook page list of team members.
Your button under your dental Facebook page cover photo directs people to engage with your dental practice how you want them to, such as to send you a message or schedule an appointment.
With these things in place, your dental office Facebook page will be ready for posts and promotion so you can build a loyal audience and attract new patients to your office.
How to Grow Your Dental Office Facebook Page Following
Once your dental office Facebook page is set up and optimized, you’re ready to build your Facebook following and convert strangers into patients. The first thing you can do to start building your dental office Facebook page following is invite your Facebook friends to like your page. To invite your Facebook page to like your dental Facebook page, click the gray button with three dots on it under your Facebook page cover photo, to the left of your blue “Learn More,” “Schedule an Appointment,” or “Send Message” button. Next, click “Invite Friends,” and click the “Invite” button next to all friends you want to invite.
This is a quick and easy way to get your first one hundred or more Facebook fans. Although many of these people won’t be patients, they will be family and friends who know, like, and trust you; and your invitation to like your page might help you get some of them to become patients. Even if it doesn’t encourage them to become your patients, they will be likely to like, comment on, or share your posts when they appear in their timeline, thus increasing the odds of your posts going viral! You can also ask patients to like your dental office Facebook page when they come in.
With family, friends, and patients liking your page, you will be well on your way to growing your impact and reach through creating the best Facebook posts on your dental Facebook page and placing the best dental Facebook ads for specific promotions and additional reach.
In addition to asking friends, family, and patients to like your page, a great way to get people excited about your practice on Facebook is to create a contest where you hold a random drawing to give away a free treatment to one person who likes your page and then likes, comments, and shares a specific post within a certain timeframe. You could even ask your family, friends, and dental Facebook page fans to nominate someone else to receive the free service.
In my practice, we regularly give back through something we call Project Smile. We do everything on Facebook to reward people who follow our Facebook page and don’t even tell our patients. The way Project Smile works is we announce we will give away a free smile makeover and ask people to share our announcement post on their Facebook timelines.
The post we ask them to share asks people to nominate someone who deserves a free smile makeover with an image of their smile, so we can see if they’re a candidate. We narrow down the list, invite the finalists for a cleaning to take a closer look at their mouths, and then choose a winner for the full smile makeover. Our Facebook fans love following and sharing our Project Smile posts and often see what other services we provide and come to us for an appointment.
Between invitations, contests, and community- or giving-based promotions, your dental office Facebook page can build a large audience of raving fans for your dental practice.
In the next section, I’ll teach you how to draft the best dental practice Facebook posts to build raving fans and loyal patients from Facebook.
How to Create the Best Dental Facebook Posts
Many dentists get overwhelmed by the idea of coming up with content to post to their dental office Facebook page. The reality is, creating the best dental Facebook posts for your dental practice doesn’t have to be complicated. In fact, if you follow two simple rules, your dentist Facebook page can be full of high-impact posts that position you to build deeper relationships with existing fans and patients while attracting new patients into your chair.
How to Know What to Post About on Your Dental Office Facebook Page
The most important part about creating the best dental Facebook posts is to make sure your posts are interesting and engaging. Interesting and engaging posts by a page with likes from family, friends, and patients make it more likely that people will like, comment on, and share your posts. This is important because the more likes, comments, and shares your Facebook posts get, the more Facebook will show it to other people, and the more chance it has to go viral. Also, people are more likely to like, comment on, or share your dental Facebook post when they see others have liked, commented on, or shared the post, especially others they’re friends with on Facebook.
To make sure your posts are interesting and engaging to encourage people to like, comment on, or share them, it’s important that most of your posts aren’t promotional offers or even dental tips. Although some promotional offers and dental tips are fine, the vast majority of your posts should be about three things:
Facebook posts showing people your dental practice vision and story to let them know why your dental practice is so great
Community-oriented Facebook posts, such as events you’re participating in or hosting at your practice and other local businesses
Facebook posts highlighting great things about your team members and patients (with their permission, of course)
Testimonials from happy patients
These four types of posts help you get people’s attention on Facebook, make connections with the right people to grow your dental practice, and encourage people to like, comment on, and share in order to get better reach for your Facebook posts. They also make the promotions and dental tips types of posts get more attention, because Facebook will view your page as one with posts people want to see. Finally, they make it much easier to regularly come up with great fresh content for your page so your dental Facebook page isn’t inactive or full of promotional posts.
Creating Dental Facebook Posts About Your Practice Story and Vision
The best dental Facebook posts tell your practice’s vision and story so you can let people know why being your patient will be worthwhile. These posts show people the things you’re building toward (your vision) and the things you’re already doing and have done (your story). These posts humanize your practice and build connections.
In my practice, our vision is to have the best dental practice in the country that treats all our patients like the VIPs they are and delivers WOW experiences to everyone from the moment they walk in until they leave. For example, we provide complimentary gourmet coffees and teas, iPads and noise-canceling headphones to use during an appointment, and hand-and-arm massages by our trained staff to make sure our patients leave feeling more like they just visited a luxury spa than a dentist. We also commit to being active in our community and giving back to important causes.
These things are core parts of who we are as a practice, and we want everyone to know it, so we post pictures of our coffees and teas, our patients receiving their relaxing massages (with their permission, of course), of community events, and charitable initiatives. By regularly posting about who we are as a practice, we get many likes, comments, and shares on our posts and build deep relationships with our Facebook fans because they get to know who we are as a practice and will want their dental-office experience to be like our patients’ experiences!
Posts about events, companies, and people in your community are a great way to become known as a practice that’s active and involved in things that matter to your patient pool.
In my practice, we participate in charity runs, host food drives, and have events at our practice. We also form strategic alliances with different local businesses each month to offer special deals to their employees. If you do this, you can create a post announcing how excited you are to team up with the business.
Creating Facebook Posts Highlighting Team Members and Patients
Creating Facebook posts that encourage, congratulate, and promote your patients and team members are a great way to highlight people who often go unnoticed. Your team and patients are doing great things in your office and community. Let people know how excited and proud you are about them (with their permission, of course). These posts build deep relationships and get lots of likes, comments, and shares, too!
Posting Patient Testimonials to Your Dental Office Facebook Page
Testimonials from happy patients make great posts. You’ve earned those testimonials either through online reviews or testimonials given specifically to post to your dentist Facebook page. Like online reviews, patient testimonials allow other people to boast about why your dental practice is so great, which makes it more likely that people will view it as more trustworthy than if you tell people why your practice is so great.
The Best Types of Dental Facebook Posts on Your Dental Office Facebook Page
Once you know what the best dental Facebook posts are about, the next step is to make those posts interesting, varied, and engaging by posting them in different types of posts. Generally, you can and should post a variety of text, image, and video Facebook posts to get more attention and engagement without seeming repetitive and monotonous.
Most dentists are comfortable with text posts, but less are comfortable with video and image Facebook posts, so here’s how you can utilize videos and images on your dental Facebook page.
Creating Video Facebook Posts for Your Dental Facebook Page
Video is powerful on Facebook for three important reasons. First, video gets people’s attention, especially if their page is set to auto-play. Second, video makes better connections with people once you get their attention because it invites them into your practice, lets people make virtual eye contact with you, and allows them to hear your voice and see your expressions. Finally, Facebook loves video and will show your post to more people if it has a video.
Video posts on Facebook for dentists doesn’t have to be complicated or overproduced. In fact, a good cell-phone camera can be even better than a heavily-produced video because it seems more real and not like a stuffy company.
Great uses for video on Facebook posts include Facebook Live video office tours, short recorded video patient testimonials, Facebook Live video Q&A sessions for your patients and the community to ask you what’s important to them, Facebook Live or recorded videos of community events, recorded video highlights, and explainer videos with tips about dental insurance, teeth care, new procedures, and more!
Creating Image-Based Facebook Posts for Your Dental Facebook Page
High-quality image posts get people’s attention on Facebook and encourage more engagement than text posts. Some of our favorite ways to use images for my practice and our dental marketing clients include to show high-quality images of what makes your practice great, like a picture of the iPads we let our patients use and our gourmet-coffee-and-tea station.
Other ways to use image posts with dental Facebook marketing include posting images announcing community events, celebrating patient accomplishments, showing off how great your team is, and highlighting new procedures and equipment.
Like dental Facebook video marketing, dental Facebook marketing with images doesn’t need a professional setup. My two rules for creating the best image-based Facebook posts are that a well-lit image you take with a quality cell phone is the best type of picture, and if you can use a picture you take of real patients, team members, and doctors, that is generally better than using a stock image. You can make great impacts with high-quality stock images, but nothing connects with people on Facebook like well-lit, authentic pictures of real people and your real office.
The Best Facebook Ads for Dentists
The real power of Facebook for dentists is your ability to post highly targeted Facebook ads. Facebook knows more about their users than almost any company in the world. They know their income, net worth, location, interests, behavior, family status, age, and more.
For advertisers like dentists and dental practices, this information is highly valuable, because it allows you to target the right people with your ads and only pay to reach people who are likely to take action on your ad.
Here are three important steps for successful Facebook ads for dentists.
Improving Your Dental Facebook Ads By Improving Your Message
Before placing dental Facebook ads, be sure each post has an objective. Otherwise, you won’t know who to target or what to say, and the people who see your dental Facebook ad are unlikely to take action. Here are eight common goals for dental Facebook ads:
1. Building awareness of your dental practice’s culture 2. Showing people what makes your practice different from other practices 3. Talking about your services and how you can help people 4. Highlighting testimonials of happy patients 5. Attracting people into a dental marketing sales funnel 6. Filling spots left open by last-minute cancellations 7. Promoting a specific procedure you want to highlight 8. Introducing a new dentist or team member
Once you know the purpose of your dental Facebook ad, you will have a better understanding of whom to target and what to say to get people to take action to help you achieve your goal.
Improving Your Dental Facebook Ads By Improving Your Targeting
Once you know the goal for your dental Facebook ad, make sure you target each of your dental Facebook ads to the people who are most likely to resonate with it and take action. Here are a few examples of how to match your dental Facebook ad targeting to your goals:
If you want to build awareness of your dental practice culture, you might not want to target current patients, because they will know your culture, but you might target an audience Facebook can generate that is similar to your patient population. This is called targeting lookalike audiences.
If you want to fill spots left open by last-minute cancellations, your current patient population is likely going to be your best bet at achieving your goal, perhaps by offering a free upgraded service or discount to the first person who takes action.
If you want to advertise dental savings plans, you might consider targeting retired people who no longer have dental insurance.
If you want to promote a new service, targeting current patients will be more likely to lead to people taking action.
If you want to get people into a dental marketing sales funnel, you can target people who have been to your website (called “retargeting” in the Facebook marketing world) with an ad that gives them a call to action to download a free guide or come in for a consult based on the pages they viewed on your site.
Improving Your Dental Facebook Ads By Choosing the Best Images, Videos, and Copy
Certain words drive people to take action more than others, especially across audiences. The same is true with images and videos. Once you know what you want to accomplish and who you want to target, test different versions of your copy, images, and video. You can do this by creating a split test in Facebook’s ad manager.
Split-testing dental Facebook ads is one of the most powerful ways to lower your advertising costs and getting better results, because it’s not always possible to know what words, image, or video will resonate at any given time.
Split-testing Facebook ads is also easier than you think. In its basic form, to split-test a dental Facebook ad, all you need to do is create an ad, duplicate the ad, replace the text, image, or video, and submit. Here are detailed instructions on how to create a split test in Facebook.
When my team runs dental Facebook advertising campaigns for our dental-marketing clients, we always split-test the dental Facebook ads we set up. By doing so, we lower costs and get better results. To achieve these results, we set up the split-test with a small budget of $3 to $10 per day until we learn which version of the dental Facebook ads is performing the best. Once we choose the winner or winners, we shut off the underperforming ads and let the winners run with an appropriate budget.
Are You Ready to Have the Best Dental Office Facebook Marketing Working for You?
Social media marketing for dentists can be the most powerful way to grow your dental practice, or it can be a complete waste of time or money. By far, the best way to get the highest return on your time and money is Facebook for dentists.
My team has helped hundreds of dentists increase profits, attract new patients, improve social media presence, and lower their advertising costs using Facebook.
If you’re comfortable doing it yourself or having your team do it with (or for) you, I’ve created a full Facebook Mastery course as part of Platinum Mastermind, my online learning center with full step-by-step instructions on everything you need to run and grow your dental practice.
The Training in Platinum Mastermind covers:
Facebook for Dentists
Facebook Marketing for Dental Offices
Email Marketing for Dentists
Online Reviews for Dentists
Dental Office SEO
Facebook Messenger Bots Marketing
How to create a 12-Month Marketing Plan
How to create an In-House Dental Plan
How to set up Strategic Alliances
How to recruit and train a R-O-C-K-S-T-A-R Team
How to get your TEAM aligned to your vision
How to create consistent systems and KPI’s
How to get your patients to say “YES”
How to reverse engineer your production goals
How to set your fees based on margins
How to save on dental supplies
How to decrease overhead
How to create a practice that can run without you
If you want to know more ways to create shareable content and grow your dental practice on Facebook, you can check out our Signature Marketing Program program or join us in our Platinum Mastermind, where I help dentists like you grow their dental practices so they can make more while working less.
Are you spending a fortune on slow, inexpensive, and ineffective marketing for your dental practice? If so, Facebook marketing might be your solution.
Using Facebook to market a dental practice can help you stop mailing flyers and overpaying for TV and radio spots that don’t bring the right people in the door. Instead, you will be able to get a steady flow of patients with a fraction of the marketing budget.
Facebook has turned the marketing world upside down. You don’t have to have a huge budget or spend a lot of money on overpriced designers anymore. Here are five tips to help you use Facebook marketing to grow your practice.
1. Make sure you’re targeting the right people.
The level of control you have over who sees your ads on Facebook is unprecedented. You can build audiences based on age, location, interests, income, and other key information, and even a combination of a number of qualities.
Unlike traditional dental advertising, you no longer have to spend a lot of money and hope to get the right results. Instead, you’ll spend less money and get your ads directly in front of exactly the right people.
Even better, targeting the right people is really easy to do. I walk dental bosses through it during my growth and marketing challenges and they all catch on right away.
2. Take advantage of retargeting.
We all know the phrase that it takes multiple touchpoints to build any relationship. It’s no different in dentistry. Retargeting is using Facebook ads to create multiple touchpoints with people.
With Facebook retargeting, you identify people who looked at your ad but didn’t sign up. Then, you send special content directly to those people.
Retargeting is one of the most powerful ways to promote your practice because it allows you to target people who are already both familiar with you and interested in your offer. All you need to do is create content that addresses common objections to moving forward.
For example, sometimes people click on your ad, get distracted, and move on. They just need you to pop up again so that they can reconnect. However, other people might click and then think, “I don’t want to go to the dentist, it’s scary and it might hurt.” A retargeting ad that speaks to pain-free dentistry and shows how calm the process can be could help you convert that person to a patient.
3. Take control of your Facebook budget.
What’s so amazing about marketing on Facebook is that you can decide exactly how much to spend. You’re already saving money by using Facebook marketing to target a very specific group of people and because Facebook charges far less than other forms of advertising.
But you can also set a fixed budget so you can calculate exactly how much you’re spending on each lead — and exactly how much you’re spending to get a new patient in the door.
In fact, a lot of the dental bosses who go through my training reach leads for 1-3 cents each. In other words, for every dollar they put into Facebook advertising, they’re reaching between 30 and 100 potential new patients. We’ve seen cases where dentists put in as little as $4 to get new patients booked for high-end cosmetic dentistry procedures, too. You can’t get that kind of ROI with traditional marketing.
4. Move quickly.
Facebook marketing is much faster than traditional media platforms.Takedirect-mail campaigns, for example. You need to design a mailing, hire someone to write it, and get it proofed, printed, and delivered before anyone even sees it. That could take weeks.
Radio and TV are the same. You need to write, record, edit, buy the ad space, and get it played. All of that takes weeks — and then you have to wait even longer to see how people respond to your ad.
With Facebook marketing, you can have an ad up and running to a highly-targeted audience with a compelling offer within minutes. And you can have new patients in the chair within days, long before traditional campaigns were even designed.
5. Embrace the flexibility that Facebook marketing offers you.
With traditional marketing, after you’ve waited weeks to get your ad in front of people, it takes even more time to gauge the response. And if something isn’t working, you need to go back to the drawing board for another expensive and time-consuming round of edits.
With Facebook, you can see right away whether a campaign is working the way you want. If it’s not, you can edit and improve it with a few clicks.
Are you using Facebook to grow your dental practice?
If you’re still marketing your dental practice like it’s 1999, you’re likely spending way too much money and getting lackluster results. Save some money and improve your results by using Facebook to market your dental practice.
And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing together. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Coming out of dental school, many new doctors gravitate to spending thousands of dollars on expensive branding and marketing services in an effort to grow their practice fast. While strategic Facebook marketing for dentists is a wise investment, spending thousands on complex marketing strategies is often not wise, especially for newer doctors.
A much better alternative to grow a practice fast is to focus in your own community. Form relationships with other businesses in your community and you can earn more referrals and build a strong reputation as a community destination. Here are three ways you can support local businesses in a way that helps you grow your dental practice.
1. Form strategic alliances with local businesses.
With a strategic alliance, you partner with local businesses who serve the same people you want to serve and create offers to encourage their clientele to come to your practice. For example, my practice often partners with a local bridal shop to offer brides a deal on teeth whitening. We’ve also given a local Day Spa and Optical $50.00 gift cards to give to customers who spent over a certain threshold or who purchased specific spa packages.
Each of those arrangements was true “win-win-win,” benefiting our practice, the other business, and the other business’ customers. We benefited by being able to earn new patients with a special offer but no advertising costs. The only cost to us was a little bit of our time reaching out to the local businesses.
The other businesses benefited by being able to offer greater value to their customers (our deal) without costing them anything. And the other business’ customers benefited by getting a deal with a dental practice that will treat them like a VIP!
2. Engage in host beneficiary promotions.
Host beneficiary promotions were huge for my dental practice in the early days. They work similar to strategic alliances with one key difference. Specifically, instead of offering something of value to the business’ customers, you make a new-patient offer to the business’ team members and their families.
Host beneficiary programs work well with local banks, investment firms, bakeries, and even local associations, especially ones that are smaller or mid-sized that don’t offer many benefits to their team members. Similar to strategic alliances, host beneficiary promotions allow other businesses to add value to people important to their business without costing them anything. At the same time, we save money and get new patients because there’s no advertising costs involved, only the cost of the offer itself.
We recommend starting by choosing one local business a month and deciding whether to grow from there. After identifying the local business, call up the office manager and let them know how the program works and that their business has been chosen for that month.
When we were doing host beneficiary programs on a regular basis, we had to hire an additional hygienist to serve all the new patients!
3. Use local business products and services in your practice.
Another great way to grow your practice is to use local products and services in your office and to proudly display the local connection. For example:
If you have a local gourmet coffee roaster, consider stocking their beans for some of your gourmet coffee and tea offerings.
Give pastries from a local bakery to your patients.
Display local artwork and invite them to host art showings at your practice.
Use furniture from local manufacturers in your waiting room.
Subscribe to community-produced magazines and newspapers.
Don’t let those five ideas limit you, though. Look for local options for other services you purchase in your practice.
As you integrate local business products and services, promote those relationships through your social media channels. This can be as simple as posting a picture of the local coffee bean with a caption that reads “We love our locally-roasted Pete's coffee beans at Beautiful Smiles Dentistry.” You could also post pictures of the local artwork with a caption saying how much you love walking by the local artist’s beautiful painting every day.
The options are endless. And most of the time, they won’t cost you any significant additional money to utilize local businesses. In fact, you may find some local business owners who will offer their products or services at discounted rates, and sometimes free, for the opportunity to be displayed to your patients.
How will you grow your business fast while supporting businesses in your community?
Supporting local businesses will help you develop deeper relationships, attract more patients, and build a stronger local brand. These three examples can help you get started growing your business while serving your community well.
If you want more help, join my community of dental bosses where dentists come together for support and action taking tips and motivation. Join today for free.
If you’re looking to increase your treatment plan case acceptance rate, your solution might be simpler than you expect.
Accepting treatment is a big decision for any patient, especially when high-value procedures are involved. No matter how much we want our patients to move forward with the care they need, many don’t.
When they don’t, we often assume it's because they either don't value the treatment or can't afford it. Some dentists double down by going in greater detail into the problem we are looking to solve. Others cut their fees or try to help patients secure financing. That can help but only goes so far.
If after all that you are still not seeing the treatment plan case acceptance rate you want, it’s like that you are using the wrong language when presenting your treatment plan. By eliminating these four words from your vocabulary, you can see an instant boost to your acceptance rate.
Stop using the word “maybe” when presenting your treatment plans.
Stop using the word “maybe” when talking with patients about the care they need. It conveys a lack of confidence. It conveys a lack of urgency. So, if a patient asks whether they need to address an issue, answer confidently.
Similarly, when suggesting something to a patient, be clear. Never say, “Maybe we should fix this issue.” Instead, say “We should fix this issue” or “Yes, fixing this issue will improve your health.”
Put yourself in their shoes. Imagine you’re at a dermatologist, and after examining your skin they point out a mole. Which statement would make you more likely to get it removed:
“Maybe we should remove this mole,” or
“We NEED to remove this mole. It poses a threat to your health.”
Be clear. Be confident. Your patients need your leadership to achieve optimal health and move forward with treatment.
Stop using the word “cheap” when talking about price with patients.
When you tell people something is cheap, there are usually two thoughts that will go through their head. The first is that if it’s cheap, then it shouldn’t cost a lot of money. This is especially important when talking about good deals on high-value procedures. The second is that if it’s cheap, then it’s low-quality.
Instead of saying something is “cheap” or “cheaper,” say it’s a ” good value.” That conveys it as being more affordable but without the negative connotations. The procedure could still cost a lot of money but be a good value. And it can still be high-quality but be a good value.
When your discussion is on the “value” of the procedure, your patients also think about your treatment plan as an investment in achieving an outcome they desire. For example, you might say “The real value is you’ll be able to eat what you want. You won’t have to remove your dentures anymore. And you’ll be able to avoid large expenses that come from your teeth shifting or bone loss.”
Reminding patients of the value of your treatment plan and the outcomes they will receive, helps them better appreciate the benefits of moving forward with your plan.
Stop using the word “cost” when discussing financial terms.
Speaking of low-cost, avoid saying the word “cost” at all when discussing treatment with a patient.
For example, if you tell a patient that getting an implant is going to cost them $5,000 and leave it at that, they will immediately think about how much money they have in the bank. If they don’t have $5,000 in the bank (or a credit card with a high available credit that they’re willing to tap into), they are less likely to move forward.
Instead, provide three payment options and them patients how other patients like them are able to fit dentistry into their budgets. When discussing monthly payment options, let them know how much the minimum monthly investment would be. Then ask if that would into their budget. If not, you can come up with another plan, such as to phase treatment to fit into their budget.
Stop using the word “problem” when talking with patients about their oral health.
While it might seem logical to use the word problem because people generally “solve” problems, the reality is more people try to avoid problems than solve them.
When you describe something as a “problem” to a patient, many patients will instinctively push back or procrastinate. “Problems” feel big and expensive.
Reframe your presentation using the word “issue” and position your treatment plan as the solution. It’s a gentler way of saying there’s a situation with their teeth but that you have a plan. Your patient is much less likely to push back when you present the issue rather than a problem.
Have you been using these four words when presenting your treatment plans to patients?
Consistent case acceptance can make or break your practice. And while word choice might seem like a nuance that doesn’t amount to much, patients are much more likely to move forward with treatment plans when you avoid these four words.
How much would you pay for a strategy that could help you generate $15,000 or $20,000 in a single day? I know a lot of people who would pay a lot of money for a strategy like that, including me.
But how much you pay to learn and implement a strategy doesn’t always correlate with how much money you make in return. In fact, one of my favorite tactics to teach practices is how to use a simple whiteboard to increase their income quickly. By the way, never feel bad for wanting to earn more. The more money we make, the more we can invest back into our practices and the bigger impact we can make in our communities and for our family.
The total cost to implement that strategy is nothing. Your return could be unlimited. Here’s why whiteboards are so powerful and how to use them in your practice.
Use whiteboards to keep everyone accountable.
The first reason whiteboards are so powerful is simple. They work. They hold everyone accountable by keeping your monthly targets front-and-center. They give everyone a “month at a glance” view of where we are in our practice. They show everyone what’s important and where to focus for the rest of the month.
About ten years ago, I developed a process of how to use Whiteboards to reverse engineer increasing practice revenue. And the year we implemented the strategy, we tripled our practice revenue. Since then, I have coached many practices on how to use this method of using whiteboards. When implemented correctly, practices often increase revenue by thousands in the first month alone!
Use whiteboards to help you set goals proactively.
Many practices set goals based on old information. They wait for the end of the month, look at the numbers, and reflect on what happened. The problem with that is the time already passed. There is nothing you can do to improve that performance. In fact, by the time you reflect, you are already a couple of days into the next month, again reacting to what happened instead of choosing where to focus.
I fell in that trap before I started using whiteboards. Now, I look at all my services and calculate historicals of how many procedures I do of each service. From there, I set goals of how many of each procedure I want to do for the following month.
When you’re tracking things proactively, you have much more control. You can think more strategically and if you realize you’re not hitting your goals, you can take action in real-time. For example, your front desk can send out a newsletter to your patients to highlight a particular service you are wanting to do more of in your practice. You could also record a Facebook Live video talking about the three ways missing teeth are being replaced by your patients and the risk of not replacing your missing teeth. Or, you could increase Facebook ads into an Invisalign dental marketing funnel. Your options are endless.
Use whiteboards to achieve immediate returns.
Recently one of my clients shared a really big win with me. She had just finished a $20,000 day. When I asked her what made that happen, she said it was using her whiteboard. It all started when she realized her practice was way behind in their monthly crown and bridge goal. The whiteboard let them know they were behind in real-time so they could adjust right away. So they took action and started calling patients.
They didn’t call patients randomly by their name or date of their treatment plan, though. They called people based on their monthly goals. In this case, they called people who had bridges in their treatment plan. That would allow them to do multiple units. They quickly filled up their schedule and the $20,000 day came to be.
Are you using a whiteboard to increase your practice income?
Technology, systems, and dental practice software get a lot of attention, and for good reasons. They can help you plan, grow, and operate a WOW dental practice. But don’t forget about low-tech options like whiteboards to keep you and your team accountable. They can help you increase your income quickly.
All these additional requirements and sensitivities make it even more important to be efficient and effective with our marketing strategies. We need to maximize the efficiency and effectiveness of all of our marketing efforts. Here are three ways to get better marketing results without having to spend more time and money on your marketing.
1. Involve your patients in your marketing.
Some of the best dental marketing campaigns are the ones that get your patients involved in spreading the word about your practice. At my practice, we like doing coloring contests, clothing drives, and thirty-day floss challenges with our patients.
Patient involved initiatives like these offer great ways to spread the word about your practice while building deeper relationships with current patients.
To involve your patients in your marketing start by choosing a campaign that involves your patients. We’ll use a coloring contest as an example. You can give away free dental care or even gift cards to local shops for winners. Then, hang flyers around your practice so everyone who comes in can see what you are doing. Have your team members encourage patients to submit an entry to the coloring contest, too. In addition, send out emails to your patients about the contest to get patients who are not scheduled to come in involved.
As you get entries, share pictures of the entries on your Facebook page so all of your Facebook fans can see the camaraderie you have with your patients. And involve your team or Facebook fans in choosing a winner. You could even put all the entries on your Facebook page and hold a public contest where the pictures with the most likes and shares wins. That will make it so your patients share posts with their friends and family members and encourage them to interact with your Facebook content.
When we involve patients in our marketing, we create tremendous goodwill and excitement about our practice. People see our practices differently. And they spread the word to their family and friends. And all that leads to spreading the word about your practice.
2. Get your community to market our practice for you.
It’s a lot easier than you think to get your community excited about what you’re doing in your practice. If you’re doing something like a Project Smile makeover competition or treating kids for free one Saturday, your community will likely be very excited to help you spread the word. And the fastest and easiest way to do that is to do a Facebook Live letting people know what you’re doing.
When done correctly, you can have thousands of people in your community seeing and sharing your message. Just start a Facebook live, introduce yourself, let people know what your practice is known for, and tell them what you’re up to. Then ask them to take part and spread the word. Your energy and authenticity will go a long way to ensuring they share your message with their friends and family
After you record your Facebook Live, share the link with your patients by email and ask them to get involved, too. As they watch and share your content, your reach will continue to grow.
3. Think through what great experiences you’re providing for patients in your practice.
If you’re giving patients amazing experiences your marketing can get even easier. For example, in my practice, one of our primary goals is to ensure patients leave feeling pampered. When they arrive, we give them a tour of our practice. We show them our core values. We let them know what we’re known for. We show them new technology, safety measures, and more. We also give them warm peppermint-scented towels to wash their faces and give them gourmet coffees and teas.
Of course, we also provide top-quality dental care on top of all the benefits and amenities After all that, our patients frequently tell us how much they look forward to coming to the dentist. Imagine that!
At the end of each appointment, we ask patients, “How was your experience today?” When they let us know it was amazing, we ask, “Would you be willing to do a quick video to share that experience? There are so many people who are afraid of going to the dentist, it just might change someone’s life.”
You might be surprised by how many people say yes. When they record a video, we can then share it on social media and to our patients by email.
By giving amazing experiences everyone wins. Our practice becomes more enjoyable for us and our patients. And we get patients regularly recording videos encouraging people to come to our practice. While us telling people why our practice is so special is helpful, patients telling them is even more helpful
Are you struggling to market your practice?
If you’re struggling to market your practice, patient participation, community involvement, and experience enhancement might be what you need to start marketing like a boss.
If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering special value for you and your teams!
If there’s one thing that’s sure in a post-covid-19 world, it’s that the future of dental practice cash flow will be different. That doesn’t mean it has to be worse, just different.
So how do we position ourselves to ensure the future of our practices will be strong? One way is to be very intentional about how we open back up. We must take social distancing and PPE requirements into account when we open up.
If we plan our opening to minimize the impact of social distancing and PPE requirements on our patients and our practices, everyone benefits. Patients benefits by ensuring they get the best care as safely as possible. Our practice benefits by opening up with stronger cash flow to support our team members and operations. And we benefit by being in more control of the future of our practice.
Here are three ways to get cash flow back in your practice as fast as possible while continuing to provide incredible care for your patients.
1. Use block scheduling to maximize production.
When we operate at full capacity, it is easier for the patient and the practice to break treatment plans across multiple appointments. With limited capacity, this could cause issues to go untreated for months. It was also easier to mix less urgent care with more urgent care with so many available appointments.
With lower capacity and additional time required between patients, we will have fewer available appointments for patients. Thus, we must look through our patient population and prioritize.
That might mean prioritizing patients who need scaling and planing. These patients have infections or inflammation and have already delayed treatment. They need to be a high priority. It might also mean prioritizing perio patients. In my practice, we are also focusing on patients with more extensive treatment plans, such as crown and bridge patients.
In addition to prioritizing, we want to have conversations with patients about doing more care in one appointment because of our limited capacity. If they need to spread out the care to spread out the costs, we should be prepared to help them spread out the costs through financing even if they do all the care in one appointment.
Having your patients come in and do more per visit is going to allow them to be able to get their treatment done without gaps in time. And it’s also going to allow you to be able to have fewer patients in the practice. That will also increase cash flow because you’re going to be doing higher production and higher profitability types of procedures.
2. Minimize patients per day.
I’ve long been a proponent of block scheduling for your dental practice. It helps us maximize productivity by prioritizing high-value procedures. But with new PPE requirements, block scheduling also saves us money.
The more patients we see, the more PPE we need to buy. And with it being hard to get and more expensive than ever, those costs add up. Some practices are passing through the charges. We chose not to in my practice. Instead, we are minimizing the number of patients we serve as well as the number of appointments for each patient so we can minimize our PPE use.
We’re talking with our patients about how they can help us care for more people and minimize the PPE we need to serve people by maximizing their procedures per visit. With financing options available if they need to spread out costs, they understand. We’ve built amazing relationships with our patients over the years.
So we are asking our patients to help us minimize PPE use. We’ve gone from seeing twelve patients per day to six. That alone can cut your PPE expense down quite a bit. And your patients can get the care they need without having to take multiple days off of work.
Many doctors are uncomfortable having conversations about what’s going on in our practices with patients. But if you have always been there for your patients to take care of them, they’ll understand and support you.
But you can’t minimize your need for PPE without block scheduling for productivity and minimizing the both the patients per day you see and visits per patient for each patient to complete their treatment plans.
3. Set specific goals for your practice.
There’s an old saying in business: “What gets measured gets done.” If you open your doors without specific goals, you will never maximize cash flow and production, even with more efficient scheduling.
No matter what your history is with setting goals, setting new goals for your practice can help you get all of your team members focused on the same outcomes. Once you set your production goals, bring your team together each morning, and take a look at your progress.
If you’re falling behind on some goals, ask team members what can be done to get back on track. What can the scheduling coordinator do? What can your doctors do? Do you need to jump onto Facebook and do a Facebook Live discussing a procedure you want to promote? Do you need to bump up your marketing?
When running a dental practice, simpler is usually better. It’s true with systems and processes. It’s true with messaging. And it’s true with growth.
And these days, with so much going on, the simpler the better. We have more than ever on our plates. So, simple strategies to improve our practices are even more valuable.
There are few simpler growth strategies for your practice than to use a budget and profit sheet organized by procedure. If you don’t track revenue by procedure in one place, now’s a great time to start. Without it, you’re missing out on a lot of opportunities to learn what’s working best and what might be falling through the cracks, all in one place.
Once you have that set up, all you need to do is follow a few simple steps to identify gaps and growth opportunities for your practice.
Identify top performances.
Take a look at the past twelve months and identify your most productive months. Start with your best overall month. What procedures contributed to that? What procedures stuck out as low? You might be surprised at the answer to both of those questions. Many practice leaders are.
Did any procedures spike in on or two months? When you identify outlier performances for procedures, think back to those months and see if you can identify what was going on with those procedures that month.
When I did this in my practice, I noticed my best months had spikes in sealants, perio, and even dentures. That’s important because many practice leaders don’t think of dentures as a top contributor. We think high revenue will come from crown and bridge or clear aligners. But we did more than $10,000 in denture production during our best month.
Set goals and take action based on what you learn.
There’s a saying in business that people “vote with their wallets.” In other words, while it’s helpful to listen to what patients say, it’s even more helpful to watch what they do.
So, if you see production it tells you your patient pool is interested in those procedures. Take that information and use it to grow your practice and serve your patients better.
First, set big goals for those procedures. Several years ago, I hired a coach who challenged me to set bigger goals. It started with me setting goals. I was so proud of my goals. She was happy with them, too. But then she told me to double them. I was thinking too small, she explained. If you think too small, you act too small.
So I’d encourage you to set goals for those procedures that start at your best performing months. Set out to make your best month over the past year your lowest month over the next year. When you think bigger, it forces you to take bigger actions.
Once your goals are in place, identify the actions you need to take to make them happen. Identify patients who need those procedures. Get them scheduled. Talk with them about those procedures.
Turn on some marketing relating to those procedures. Do Facebook Lives about the procedures. Email existing patients about the procedures.
Talk with your team members about your goals, so they can be on the lookout for patients who might need those procedures.
Update your sheet weekly and review results at least monthly.
Once you set goals and devise a plan to achieve your goal, have a team member take five minutes per week to input real-time results. It takes just a few minutes for a member of the team to take the production by procedure code report and input the numbers for each service once a week. Update your numbers each week so you have the most up-to-date numbers and can adjust as needed.
At the end of each month, review the results from the past month and adjust goals for the following month as needed. As you hit your goals, you might need to set even bigger goals for the following months.
Are you looking for gaps and identifying opportunities?
If you don’t maintain a sheet of revenue by procedure, you’re missing a big opportunity to find gaps and discover hidden growth opportunities. These simple steps can help you turn that simple information to high growth for your practice in any environment.
With the pandemic, there’s no denying times are different. We're all making big adjustments to be careful about Coronavirus—especially business professionals like dental practice owners. As we begin to reopen, we need to take control of our marketing efforts to make sure we get the right return on our investment over the long-term.
That means truly understanding our audience and then taking three simple steps to ensure your marketing fulfills your intended purpose. That's always the case. But it's even more important when marketing through turbulent times. Earlier, we talked about some of the mechanics of impactful marketing during a pandemic.
Today, we're going to talk about how to craft effective marketing content during the COVID-19 pandemic. As you'll see, it's as easy as three simple steps.
1. Take time to understand what your marketing campaign's ideal audience wants and needs.
Often, the dental services we promote vary. That means our audiences and messaging needs to vary as well. Now is no different. Take a moment to understand exactly who you want to reach with your marketing. Are you looking to reach emergency dental patients? Are you looking to reach current patients? Are you going to be talking to others in your community?
Once you know your audience, craft content that matches what they want to know. For the community, you might want to show your social responsibility as a dental practice and business. If you want to talk to current patients, you might want to craft content about safety and cleanliness. If you want to reach emergency patients, you might want to discuss virtual consultations, safety procedures, and readiness to serve.
2. Create content that directly addresses the ideal audience member's needs and desires.
Once you understand what your audience wants, create content that directly addresses it. For example, if you're creating an ad for emergency patients, you will get better results with a video describing safety measures than an image showing you wearing a mask. That's because the picture only implies you have safety measures in place. Your video will directly address all the safety measures you have in place.
This is another rule of thumb that matters regardless of the pandemic. When you’re creating any content for a marketing effort, make sure the content directly addresses what your audience wants and needs from a practice like yours.
3. Include a simple call to action.
Once you create the right content for the right people, add a simple call to action at the end to let your audience members know exactly what to do next. Is the next step to schedule a virtual consult? Tell them and include a link to schedule. Do you want them to call your office to make an appointment? Say so and include your phone number.
Make it as easy as possible for your audience members to take the ideal next step based on your marketing campaign and you will get much better results from your marketing.
Are you crafting impactful marketing content for your dental practice?
If you've struggled to achieve a high return on investment on your marketing, these three steps will help.
If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering special value for you and your teams! If you have been wanting to dive into Facebook Marketing though our Facebook Bootcamp Program, now is also a great time to start preparing for when you reopen!
Our options are limitless, too. We can make physical adjustments to our practice to promote physical distancing, such as plexiglass barriers at the front desk. We can change policies and procedures. For example, you could only allow patients in our office and doing all intake and paperwork in the operatories. You could also check the temperatures of all team members and patients. Finally, we can invest in additional safety protocols.
Together, these adjustments help us create a safe environment for everyone who comes into contact with my practice.
Maintain consistent communication with your team members and patients.
While we know what we’re doing to ensure our practice is a safe place, our patients and team members might not know everything we’re doing, and why.
This is important because other doctors, team members, and patients are rightfully concerned about their physical safety these days. Thus, not only is it important for us to invest in safety measures, we should also communicate what we are doing to our team members and patients.
Put a new page on your website that shares everything you’re doing to keep your practice safe. Send your patients an email or text message directing them to that page.
And make sure your team members know what you’re doing, too, so they feel safe and comfortable coming to work.
Don’t let it be a one-and-done communication, either. Communicate regularly about what you’re doing so everyone knows you take their safety seriously.
Be a leader in your community.
I’m consistently asking myself how I can be a better leader in my community, not just in my practice. I challenge my Delivering WOW Platinum Mastermind members to do the same, too.
So, how do we be leaders in the community? We start by creating a safe environment and staying in communication with our patients and team members. In addition, we do things such as investing in the best and latest technology and top systems and processes to keep everyone safe. We research PPE. We research air quality. And we research tools and technologies to help create safe spaces.
We then share that information readily in the community. We connect with other business owners in the community and share what we found out and are doing for our businesses. This helps them make better decisions for their businesses, too.
Are you preparing for a strong dental practice reopening?
As you prepare to reopen your practice, invest in safety, communicate with your team and patients, and continue your role as a leader in your community. That will help you come back strong as you reopen your dental practice.
One team member that directly impacts the growth of your practice is your hygienist. Hygiene is one of the most important factors in the profitability of your practice—30% of your revenue will come from hygiene. That’s why you need to do these things to set your hygienist up to reach peak productivity.
Make sure the hygiene schedule is productive.
Oftentimes, your scheduler will block out a whole hour for your hygienist to treat a patient. And, oftentimes, your hygienist will finish treating them before the hour is up. You don’t want there to be periods in between appointments. It's an unproductive day if they spend portions of it sitting around, bored, and twiddling their thumbs. It doesn't matter if they're only doing that for thirty minutes or ten minutes. That unoccupied time is going to add up to a lot of lost revenue.
So, make sure there are no gaps in time. Make sure your hygienist is getting as many patients in their chair as they can with the time allotted. Getting more patients in their chairs means better productivity. Better productivity means better profitability. Better productivity and better profitability mean better practice growth.
However, don’t overwork your hygienist. You don’t want them overwhelmed and laboring until they get so stressed they up and quit.
Train your hygienist to explain a patient’s needs to you before you evaluate them.
Train your hygienist to share a patient’s medical history with you and explain their needs immediately when you come in to check on them. That way, you aren’t coming in and poking around the patient’s mouth for a few minutes to determine what treatment they need. You can speed things up by having your hygienist explain the issue at hand so you can direct your time and focus toward it right away and save time.
Teach your hygienist the right communication skills.
It can get monotonous for your hygienist to constantly do the same thing every day. But there's a way to boost the treatment experience for both your hygienist and their patient. It's all about learning the right communication skills.
Teach your hygienist to use the right words when discussing treatment. Encourage them to converse with the patient in a natural way rather than speak dentalese. Show them how to make the patient feel like a VIP. This will lead to a connection between your hygienist and patient that will spice things up. It'll make the time more enjoyable for them both. That smooth relationship will result in increased case acceptance from patients and increased engagement from your hygienist.
Allocate a bigger budget for optimal dental-hygiene instruments.
You want integrity in your dental tools if you want to provide the care your patients deserve and make your job easier. Part of that is sharpening your instruments on a regular basis and keeping good care of them so they can last longer. But you can’t use your dental instruments until they’re rusty.
Put yourself in the shoes of the patient: would you want to be treated with dull, old instruments? Now put yourself in the shoes of your hygienist. Would you want to have to use dull, old instruments to treat a patient? It’s like giving someone a butter knife to cut a steak! It’s a great way to get carpal tunnel, that’s for sure. Make it easier for your hygienist to treat patients efficiently by giving them optimal dental-hygiene instruments.
Have everyone on your team use scorecards.
Every dentist has a vision they share with their team and, if they don’t, they should develop one. But if your team members aren’t measuring anything, how do you know where you’re going? That’s why every team member, especially your hygienist, needs to be using scorecards.
Is your hygienist helping your practice reach peak profitability?
If your hygienist isn’t doing these things, then money could be flying out your back door. You can make your practice a whole lot more productive just by making these simple adjustments.
If you want more help with getting practice to be as productive as it can be, join the Delivering WOW Platinum Coaching Program where you can access top training and coaching from experts in all facets of running a high-growth dental practice.
In dentistry, it’s not a matter of if challenges will arise. It’s a matter of when those challenges will arise and what the nature of those challenges will be. They can be practice specific, due to a local event or health problem with yourself or a key team member. Or, they can be broader, like the Covid-19 pandemic that started in late 2019.
Challenges test our practice and leadership strength. If our practices are sound, we will be better prepared to navigate the challenging times. If our leadership is strong, we will be much better positioned to support our teams and maintain a healthy practice.
But none of it is easy. And some of it is out of our control. No matter what, the way we respond to the challenge will go a long way to determining how it works out for our practice, our team members, and ourselves in the end.
Here is how you can rise to the occasion, to lead your practice with strength, even in the most challenging times.
1. Stay true to who you are.
The first steps to building a WOW practice include setting a vision for your practice and determining your practice culture and values. During challenging times, it is even more important to lean into your vision, culture, and core values. Use those as a filter through which you make decisions. If you need to make cuts to save the practice, how can you do that in a way that stays true to your culture and core values? How would you deliver the message?
Difficult decisions and conversations often must be made. Make those decisions consistent with your vision, culture, and core values but within the context of your circumstances. That will help you make better decisions and conduct any challenging conversations with the right heart.
2. Focus on relationships, not transactions.
Any crisis will make people worry about their jobs, especially one that reaches far and wide, like the Covid-19 pandemic. That does not only include your team members. It also includes your patients. Be sensitive to the reality of the world around you, and focus on building deeper relationships with the people who matter most to your practice—your team members and your patients.
With the Covid-19 pandemic temporarily closing many dental practices for non-emergencies, you have an opportunity to build deeper relationships with the people who matter most to your practice. This can take several forms, including having team members reach out to patients to check in on how they are doing without any attempt to schedule an appointment. Let them know you care about them and wanted to call and see how they were doing. They will appreciate the outreach and see you for who you really are: a caring group of neighbors.
If you can perform emergency procedures, let them know that, while you are closed for non-emergencies, you are here for them if they need urgent care. It will help put their mind at ease that while you are closing for the greater good of the community, you are not abandoning them. If you are looking for solutions for virtual consults, have a listen to this interview about how virtual consults work.
Also, let your team members know how much you appreciate them and keep them informed with the reality of the challenge. Be open and transparent about the reality and, if you need to let people go, help them apply for available benefits. You can even reach out to them to keep them updated on when the practice might be in a position to hire them back. Here is where you can learn more about Employment Considerations in Uncertain Times.
Investing in treating the most important people to your practice well—and not just focusing on patient or employment transactions—will pay dividends for years to come.
3. Look for opportunities.
In every challenging time, there will be opportunities. There will be opportunities to help. There will be opportunities to limit the downsides. And there even will be opportunities to thrive.
What opportunities do you see around you? Could you invest in training for your hygienists? What about your front office team? Could you invest in putting new systems or processes in place? What about putting together a social media strategy for your dental practice or building dental marketing funnels for when things pick up. Zoom is a great resource for having virtual meetings with your team to work on the business.
Can you start a Facebook group for local dental professionals navigating the challenge? You could rise to a community leader and even find high-performers to hire for your practice when things turn around. Whether it’s internally or externally focused, in any challenge, you will find opportunities to come out on the other side of the challenge stronger.
Delivering WOW is here to help train your teams during this time and is providing FREE Training for the next 4 weeks through our Delivering WOW Platinum online training portal. (Use the code FIGHTCOVID) to get started. We will also be hosting a Facebook Live 12 Day Summit on the Delivering WOW Facebook Page starting Monday, March 23rd.
4. Focus on the present, not the past or even the future.
When challenges arise, it’s easy to get stuck in a rut focusing on things of the past or stressing about an uncertain future. The strongest leaders, however, focus on the present. If your systems weren’t strong, put new ones in place. If your team training was lacking, start training your team. Stressing about what put your practice in the condition it is today is natural, but it won’t help you come out any stronger.
The same is true about the future. An unlimited number of variables will impact the future, and there’s no way to predict exactly what it will look like. And when you’re in the midst of a challenging time, it’s hard to see a positive future ahead. But we have gone through crises before, and there is always a light at the end of the tunnel. Sometimes the tunnel is longer than we expect. Sometimes it is shorter. But the tunnel will end, and the future will be better and brighter if you focus on making the best decisions in the present.
5. Decide who you want to become, and begin working toward making that a reality.
What type of leader do you wish you had during times of crisis? What type of leader do you think your team members need? Visualize that leader, and work toward becoming that leader.
Crises give us an opportunity to rise to the occasion and become the leader we were meant to be. It happens with every crisis. Someone rises to the occasion and shows grit, resiliency, and determination they didn’t even know they had inside them. You can be that leader, rising to the occasion to lead your team like never before.
6. Focus on what you can control.
You can’t control your circumstances, but you can control your responses. Even in good times, life is unpredictable. And in challenging times, there will be many more things that are out of your control than are in your control.
But at all times, there will be one thing you can control: your response. Your results will be determined by how you respond to the events around you.
When times get tough and the stress levels rise, ask yourself what part of your circumstances you can control. Then make the best decisions possible about what you can control, and you will make the best out of any situation.
7. Be creative and resourceful.
It can be very hard, especially for those of us who are used to a routine but, in challenging times, the most creative and resourceful leaders will come out strongest. Encourage your team members to do the same.
This could be as simple as looking for alternatives to in-demand items before you need them. Be ready to order those alternatives because those might be in short supply down the road. Resourcefulness is a skill that will come in handy for a long time.
8. Express gratitude daily.
No matter how bad things get, there will always be room for gratitude. Every day, wake up and name three things you’re grateful for, even if it’s just clean linens, hot coffee, and fresh air to breathe. When things get stressful, take a moment to repeat the exercise. Look for things to be grateful for in everything you do.
Gratitude is powerful. It puts things in perspective. It helps us focus on what matters most in life. It often makes us realize that, no matter what happens with our practices, we have what matters most in life and will be okay in the long term.
The other leaders will help share vital information about resources, restrictions, and decisions they’re making. They will also be shoulders to lean on to help you more confidently lead your team well.
You have what it takes to lead your team through challenging times.
If there’s one thing that’s true about dental professionals everywhere, it’s that we all have the ability to lead our teams well, even during times of crisis.
We have a strong work ethic. Otherwise, we would not have made it through our education and training. We have strong decision-making skills. Without them, we would not be able to help patients make the best decisions for their health. And we have strong interpersonal skills. Otherwise, we would not survive in such a high-touch industry like dentistry.
And in times of crisis, we have an opportunity to demonstrate the best of our abilities and lead our teams better than we ever have before. You have what it takes. If you need help, join me and thousands of other dental professionals in my FREE Facebook group, the Delivering WOW Dental Hangout. We’re here to support you.
Kindness goes a long way. If your patient is having a bad day, and even if they’re not, you can get them to smile when they come in by just giving a simple compliment. Don’t be ingenuine about it, but if you like the color of their dress or the design on their t-shirt, let them know.
2. Ask them about their life.
Needless to say, your patients have a life too. They have families, hobbies, passions, and things that matter to them. Don’t only have small talk with them about the local sports team (unless they’re a coach, their son plays on it, or they brought it up). That doesn't mean you should pry too much and ask for details that make them uncomfortable. But they’ll feel special when they know you care about them. They'll feel complimented if you're interested in them beyond just getting them in your chair.
If you find out they just became a grandfather, ask them about their newborn grandchild the next time they come in. If they just got married, ask them about where they’re going for their honeymoon. Patients want to feel like more than a number—they want to feel like you value them as a person. They want to know that you remember them. They don't want to feel like you're just churning through appointments impersonally, trying to make money and nothing more.
3. Give them gifts.
You aren’t Santa Claus, but you can give your patients small gifts. These gifts will make them feel special and, meanwhile, market your brand. There are a million websites where you can buy things like stress balls, toothbrushes, reusable water bottles, and so on. Pick whatever items you want to put in a goodie bag. Then put your logo on them and give them to patients as gifts.
4. Offer custom scheduling.
Ask your patients how long they’d like their appointment to be. Not every dental appointment needs to take an hour. Oftentimes, a patient will come in for a cleaning and their treatment will be finished twenty minutes early. If you can schedule them for specific time increments—half an hour, 45 minutes, etc.—ask them what they prefer. Maybe they need to get somewhere and those few minutes will make a big difference in freeing up their schedule.
5. Accommodate them.
At Delivering WOW, we believe in giving patients a WOW experience by making them feel like they’re VIPs. We offer warm towels, iPads, gourmet coffee, and more.
If you do too, your front desk members shouldn’t just point out these accommodations and let the patients do what they want to do. They need to interact with them more than that. Tell them to go above and beyond when serving them. They should be grabbing waiting patients the cream they want with their coffee or whatever else they’d like.
6. Keep them comfortable during conversations.
When your patients are sitting in your chair and you’re treating them, lying down is the most comfortable way for them to sit. But if you’re talking to them, then you need to sit them up. Take your mask and glasses off and read their body language with eye contact.
A patient isn’t going to like lying down, unable to make eye contact or see your face, with your hands and metal hooks sticking in their mouth. That’s uncomfortable for them and they won’t feel like you care about what they have to say.
Are you making your patients feel special?
Even if you offer the best dentistry in the world, patients won’t become raving fans of your practice and refer you to their friends and family if they just feel like a customer rather than a VIP. That’s why you need to offer a WOW experience and interact with them the right way so they feel super special.
If you want more help with building a WOW practice, join the Delivering WOW Platinum Coaching Program where you can access top training and coaching from experts in all facets of running a high-growth dental practice.
If you’re only worried about the quality of your dentistry, you will always struggle to grow your practice. Patients rarely remember how amazing your dentistry is, only thinking about it when something goes wrong.
What they do remember is how they feel when they’re at your practice. They remember what your practice does that other practices don’t do. They remember what makes you and your practice unique.
Quality dentistry is something they expect. It doesn’t make you stand out. What you do other than dentistry will help you stand out. If you do good things and delight patients for the better, you will stand out in a good way. If you don’t, you’ll either be forgotten or stand out in a bad way.
Here are three simple steps to improve your practice brand while doing good in the world.
1. Determine a charitable cause that you’re passionate about.
What is meaningful to you? What do you stand for? Do you want to be known for something specific? What do you want your legacy to be? Ask yourself these questions and get input on your team to find a cause every one of you can get behind.
This will help you determine what you can focus on in regards to your charity efforts. It will increase the sense of fulfillment you’ll get from being charitable as well because you’ll be giving to something that’s personally significant to you.
2. Partner with a charity or organization that supports that cause.
There’s a nonprofit charity or organization that aligns with almost any value you’re passionate about. Once you find the right one, reach out to them and ask about partnership opportunities.
This partnership could be something as simple as making monthly donations to something more involved. Many organizations have formal joint venture structures and even joint promotion materials.
3. Be loud and proud about your charitable partnership.
If you want to fly under the radar, that’s very respectable. But it’s not going to mean much in regards to building your brand. If people don’t know about your charitable partnerships, they’re not going to be as motivated to come into your practice as they would be if they knew what you’re doing with the money they spend for treatment.
You can get the word out by sponsoring events, doing public events for the communities you’re giving to, through marketing campaigns, or whatever else you can think of that’ll get the word out there. Help people become aware of your purpose and they’ll become aware of your practice as a result.
What charitable cause are you passionate about?
We got into the business of dentistry to improve the lives of our patients but that doesn’t mean we’re limited to changing lives through dentistry alone. That said, dentistry is what we’re best at, and offering charitable dentistry can be a great way to give back while building our brands.
If you want help with building your brand, join theDelivering WOW Platinum Coaching Program where you can access top training and coaching from experts in all facets of running a high-growth dental practice.
Over the last twenty years, the internet has made things like scheduling appointments with dental practices easier than ever before. Patients don’t have to scan through their phonebook to find a dental practice. They don't have to sit on the phone with their insurance company to make sure the practice accepts their insurance. And they don't want to do any of that anymore.
That’s why I sat down with Tom Brown, Vice President of Sales at LocalMed. Tom and I talked about how LocalMed can make it so no patients ever face a complication with scheduling an appointment with your practice online.
Our conversation inspired me to share two simple tricks I’ve learned that make it simple and convenient for any patient to book an appointment with your dental practice. After all, when it’s easy to book an appointment, it’s easier for your practice to grow.
Send social media leads to a simple scheduling page.
Now that we’re in the 2020s, social media is something almost everyone uses. So, dentists need to make sure scheduling an appointment is quick and simple for patients who are finding them through social media.
At Delivering WOW, we’re all about using Facebook marketing, or really any form of internet marketing for dental practices, to grow your practice. Whether you prefer placing your ads on Facebook, Instagram, or any other site, making it easy for leads to schedule an appointment can increase your results significantly.
Many prospects from social media websites won’t take the time and effort needed to call your practice or navigate a complicated scheduling process. Make sure to direct social media leads to a webpage with a simple, prominent scheduling option.
Make scheduling a patient’s next appointment a habitual part of the post-appointment process.
If a patient leaves the office without scheduling their next appointment, it is unlikely that they will do so any time soon. Their life will take over and unscheduled treatment will sit for weeks, months, or longer. Or, maybe they won't want to spend the money. Or they might forget to schedule the appointment. It's critical to schedule the appointment before they leave. Even if your team member has told them they need to reschedule for more treatment, a patient might never schedule if they leave your office.
To combat this, have your team members be more proactive about scheduling after each appointment. They can do this by confidently in two simple steps. First, they should tell the patient how much time is needed for their next appointment. Second, they should ask what time of day or day of the week the patient prefers to come in. Those two steps lead the conversation to choosing the right time for an appointment. That way, you avoid discussing whether the patient will schedule the appointment at all.
Another benefit of scheduling in the office is you remove all complications from scheduling. Your team member does everything for the patient. All the patient needs to do is confirm the time works for them.
Are you making scheduling convenient for your patients?
If you want help with getting patients to schedule appointments with your practice, join theDelivering WOW Platinum Coaching Program where you can access top training and coaching from experts in all facets of running a high-growth dental practice.