Your Patient Attraction Secret Weapon: How to Have a Referral-Driven Dental Practice and Never Advertise Again by Ron Sheetz

Author:Ron Sheetz
Language: eng
Format: mobi
Publisher: Ron Sheetz
Published: 2015-01-16T14:00:00+00:00

Chapter 11

Your Key Differentiators

“You’re not paid for what you know, you’re paid for who you are and what you can do.” Napoleon Hill (Author of the Best Selling Business Book, “Think and Grow Rich”)

Who am I and why should you listen to what I’m about to share with you. I’m not a dentist so how could I know anything about marketing a dental practice? You’re right, I don’t know anything about marketing a dental practice, but I do know how to market people, because it’s how I’ve grown my business. I’ll let you in on a little secret. I don’t spend one dime on traditional marketing, yet I have some of the country’s most influential entrepreneurs as private clients; business people from different industries, including dentistry. People like Jerry Jones, Dr. James McAnally, Dr. Tom Orent, Dr. Chris Griffin and Dan Kennedy (a leading marketing strategist to dentists for the past 40 years – DanKennedy.com), not to mention dozens of solo-docs just like you, who you’ll come to meet in the following paragraphs.

My journey in helping dentists started with my own family dentist, Dr. Manbir Pannu in North Royalton, Ohio. Manbir is a retired Lieutenant Colonel from the US Army. She served troops during Operation Iraqi Freedom. She’s a great person, a fabulous GP and passionate about her practice and patients (sound familiar?). With 2 operatories, running the practice, doing all the dentistry herself, including cleanings, she struggled to grow her practice. She has advocate patients, a solid practice and up-to-date dental equipment, but struggled to expand it. I offered to help and the one strategy (actually two, but interpreted by patients as one) that I’ll share with you here brought more new patients in one month than any month in practice history. Don’t misunderstand me, I know nothing about the science behind dentistry, however I know what patients want and I know how to give it to them in the marketing message.

I’ll tip my hat a bit here; Dr. Pannu had all the right elements of her story to share with patients, but she wasn’t using it in her marketing at all. In her marketing, she was selling teeth whitening, free exams, free consultations and discounts; like so many other dentists advertising to the same group of patients.

What elements did she posses, but wasn’t using? Two: her personal story, and letting advocate patients share their stories about being a patient in her practice. I’m talking about story telling and patient testimonials. I don’t have enough space here to discuss the true power behind story telling in marketing and it won’t be my focus here, but if you’ve followed Jerry Jones long enough and have studied his style of dental practice marketing, you already understand it. As for patient testimonials, that’s my specialty, and most every dentist I meet and talk with understands that patient testimonials are valuable to have in their marketing, yet most struggle to get them, and those that do have them aren’t squeezing every last ounce of equity out of them that they could.

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