How Good Is Your Packaging?

In the retail business, everyone pretty much agrees that Apple is king. And one of the first things you notice when you buy an Apple product is the beautiful, brilliantly designed packaging for every single product. In fact, I know some people who collect the boxes just because they are so impressive they can’t bring themselves to throw them out.

There are plenty of businesses owners and product manufacturers who would say, “That’s nice for Apple, but I can’t afford that.” And that makes perfect sense if you don’t want to be considered the best, and just want to be the cheapest or an average product.

What’s this got to do with dentistry? Everything. Your “packaging” is your entire office: your reception area, your scrubs, your operatories, your bathroom, your signage, your parking lot, your website and your social media pages. All of it tells patients how they should rank your value against other things they spend money on.

The fact is that Apple products, from a technical standpoint, are seldom the absolute best in the market. There are better phones, bluetooth headphones, tablets, laptops and computers out there. But there aren’t any that look better or come in a more appealing box. On top of that, Apple gets more money for their products, even though they are not the best. And they also never discount their products, when everyone else in the marketplace does, often on the first day of release. (And they’re also the second most valuable company in the world.)

Don’t go to the trouble to create a great clinical practice and then do an average job of packaging it.

Please don’t misconstrue this as telling you that you don’t have to be a good dentist clinically if you have a great-looking office. That’s hardly the point. What I’m saying is, don’t go to all the trouble to create a superior product, i.e., your clinical dentistry, and then do an average job of packaging it.

By all means, be a great practitioner, get loads of CE, and use all the latest technology that gives your patients the highest quality treatment possible. But don’t ignore the box it all comes in. Renovate your reception, get nice designer scrubs with your logo on them, and make the entire office pristine and well designed, from lighting to the wall colors. And make every aspect of your digital presence the highest quality.

And remember also that your team is your packaging: their smiles, their attitude, their helpfulness, caring and integrity, that’s all your packaging too. It all matters. It matters in case acceptance, loyalty, and getting your patients to refer you. And just like Apple, you won’t have to offer discounts to attract patients.

So pay attention to all of it, and maybe someday you’ll even have people lined up outside your office, just like an Apple store!

Your Patients Stop Listening When They Hear This Number

Did you know the national average for dental case acceptance is around 50% for existing patients and barely 30% for new patients?

Those numbers drop even lower when the cost of treatment exceeds $3,500. It’s true that getting patients to accept the complex care they need is often about money; but there’s much more to the equation.

Join me on June 5th for our free webinar, “How to Maximize Case Acceptance for Complex Care without Losing Patients to Sticker Shock.” My special guest, noted dental coach/author/speaker Dr. Paul Homoly, will show you how to raise your patient IQ so you can overcome barriers to accepting:

  • Restorative Dentistry
  • Dental Implants
  • Veneers & Dentures
  • Periodontal Surgery

FREE BONUS OFFER: Everyone who attends gets unlimited access to Dr. Homoly’s Quick Start Video Series – a great way to make team meetings more productive

REGISTER NOW

Relationship Advice for Dentists

I’ve met over 10,000 dentists during my 33-plus years in this business and one thing is clear to me: Dentists are really bad at long-term relationships.

I’m not talking about girlfriends, boyfriends, significant others or spouses (though I could). No, I’m talking about building and maintaining relationships with patients. Dentistry survives on repeat business and most practices are simply not doing what it takes to keep patients coming back and accepting treatment. According to the ADA, 50% of new patients never return after their first appointment with a new dentist.

https://attendee.gotowebinar.com/register/7746776697192076545?source=GoAskFred

Join me and patient-retention specialist Charles Burbridge, on May 8th for “Relationship Advice for Dentists: 10 Simple Ways to Improve Patient Retention.” Register now for this free, live webinar to learn our proven, step-by-step system for nurturing profitable, long-lasting patient relationships.

FREE BOOK BONUS!

Attend our live presentation on May 8th and I’ll send you a FREE copy of my bestselling guide to patient retention, and more, “Becoming Remarkable,” – a $35 value.

REGISTER NOW!

Can’t make it on May 8th? Register anyway, and we’ll send you the on-demand recording shortly after the webinar ends.

Getting Your Dental Team on the Same Page

One of the things I try to emphasize in dental marketing is that a dental practice is too small a group of people to have even one person who’s not pulling in the same direction as the rest of the team.

The challenge starts with hiring, but it doesn’t end there. At the same time, if you hire wrong–either the person doesn’t fit the culture or doesn’t have a great attitude, then there isn’t any fixing that. Treatment plan: extraction.

But if there is a team member who isn’t participating fully and supporting the culture, then the need becomes how to grow the employee. This most often means teaching them the importance of the proper attitude, the need to effectively “sell” dentistry for the patient’s benefit, and the need to be positive and supportive of the team. And they also have to understand the importance of the practice culture and core values.

How does that happen? With good coaching it can definitely be achieved. I have also discovered that a significant number of the dentists who’ve read my books have started a study club with the team, where they all read the book a chapter at a time and then discuss it together, and apply the changes that they agree on, both to themselves and to the marketing of the practice.

This can be highly effective, but only if the team reads. Which a lot of people don’t anymore. They watch videos. So I decided to create the material so that practices can get everyone literally and figuratively on the same page. To that end, I just completed a video course entitled, “Creating the Remarkable Dental Practice.”

This course is an eight-week course, with four 20-minute videos in each weekly module, so that the team can watch them together and then talk about what they’ve learned and how they want to apply it to the practice. The course spans everything from the ideal practice mindset, to hiring and training, social media strategy and finally how to effectively advertise and promote your practice.

If you want to succeed in the years to come, you need a remarkable team creating a remarkable patient experience. My goal is to help you create that with as many tools as I can provide.

The course is $997, but to my faithful blog subscribers I’m offering a 20% discount. Just use the coupon code FREDBLOG when ordering. I think it will transform your practice, and if it doesn’t, it comes with a money-back guarantee. So jump on it, as the discount ends when the whim strikes me!

Here’s a sample video from the course. It’s on practice culture.

To purchase the course, click here!

2019: The Year for Your Practice to Be Faster, Higher & Stronger!

2019 is an odd-numbered year, which among other things means that there are no Olympics. So you’re on your own to reach Olympic ideals this year. How? Here are a couple of examples: You can get your patients out faster than ever with an efficient scheduling system, you can build a stronger team and improve the patient experience, and you can have higher production than last year by adding services and focusing on the fundamentals.

Let’s stick with the Olympics analogy: no runner wins if he starts slow out of the blocks. January is the month to make that happen. One thing we learned early at 1-800-DENTIST is the first quarter of the year surge time in dentistry. Our phones ring like crazy. People’s dental coverage renews, they decide to take care of their bodies in a general way, and dentistry gets included in that, and people start doing all the things they put off.

Start the Year on the Fast Track

Which means you have to seize the days–all 31 of them–to make this year the highest production you’ve ever done. And isn’t that what you’re going for? What that also means is focusing on the fundamentals. You know, all those things that we could be doing and should be doing to run a tight ship but somehow by December half of them slipped by the wayside in all the merriment.

Plus you may want to do some things differently. Maybe what you were doing in the past isn’t working so well anymore. If so, don’t be surprised. That’s true of most businesses today.

So what I’ve done is put together a webinar combining some powerful fundamentals with some innovative approaches so that you can have your most satisfying, most productive year ever. You up for that?

It’s called “Fred’s Top Ten Tips for a More Profitable 2019.” Nothing confusing about that. I”m doing it on January 18th at 11 am PT/2 pm ET. It’s free, and at the end I’m going to take questions for as long as you have them, and you’re going to take off like a rocket this year.

So yes, I’m pitching a webinar in my blog, because I want you to take time and listen for an hour, and come away with a definitive strategy, a short list of what you’re going to do to transform your practice, to get back to basics if necessary, and to serve more patients than ever.

And don’t get all frustrated if you can’t log in at that time. Register anyway, and I’ll send you a link so you can watch the webinar later. But you better watch the whole thing if I do that!! Promise? Okay.

Join me Friday January 18th, and let’s make this a super productive year!