“Beyond The Chair” (Part 2 of 3): “Learn What The Big Players (who attract the most Implant cases) Are Doing, And How You Can Get Those Patients To Choose You As Their “Go-to” Dentist!”

Welcome to this week’s episode of “Beyond The Chair”, where we discuss issues facing today’s dental practice owner, and how to stay competitive in your market. Our discussion this week focuses on how to Beat ClearChoice and the Other Slick Selling Dentists In Your Area!

This week (part 2 of 3), here’s what you’ll learn:

  • Why ClearChoice and other big implant practices are stealing patients from you
  • The inner-workings of a tested, Implant-specific lead generation system (you won’t hear this anywhere else)
  • What types of marketing the big players (who attract the most Implant cases) are doing, and how you can begin to implement their systems to land those patients more consistently
  • And MUCH much more…

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Transcription of Part 2:

Benjamin: So, we’re talking about a Google house and we’re talking about implant dentistry and showing up for implant dentistry. As a doctor, do you need to show up specifically for implant dentistry, or just looking good on Google, online, will that sort of convey that you’re good at it? Do you need the specificity?

Graig: Oh, you absolutely do need the specificity. I think when it comes to keyword searches and things like that, I think you have to cast a broad net with that. I’m a big proponent of doing every bit of marketing that can facilitate making you more profit in your business. We specialize in a lot of the internet stuff, but we do have offline systems as well, because I believe that it all works in full circle. So, I think you have to cast a broad net, which is you’ve got to have the proper keywords in place, you’ve got to have the branding in place, you should be doing direct mail, you should be doing newspaper ads, especially when it comes to implant patients, because you could easily take someone from a newspaper ad in the Sunday paper, offering a solution for denture sufferers, that drives them to online, implant-specific webpage where now you control the conversation. We brought them to a page that is tested and proven, the reviews are there, the videos are there, everything’s there – that house is in order. So, we took someone from offline to online, and now we control the conversation. Now we understand that they’re going to see us in a positive light, and they’re more likely to pick up the phone and book a consultation.

Benjamin: So, just to break this down a little bit, we are both marketers and so we speak as marketers, and when he says that a page is tested and proven, that means the language has been tried in different ways. So, if we say it this way versus B, literally A, B testing, one works better, which means you get more people filling out that form, raising their hand digitally and saying, “I am interested in this,” you get more leads as–

Graig: Yeah, or phone calls. Yeah.

Benjamin: Or phone calls. So, this is something that– again, we both hammer this home, Graig does especially, that you can try and do this on your own, but when you do, it typically results in a lot of headache, and you’re better off, whether it’s our company or someone else – you’re not going to find anybody else who’s better, by the way – but you can try doing this on your own, or you give it to somebody who does this day in, day out. If you were to come to us and say, “I want you to drill a cavity in my mouth,” we wouldn’t know the first thing about it. I’d probably go get my Black and Decker drill at home, and it’s not going to do the same thing.

Graig: Yeah. It wouldn’t work out well for you, either.

Benjamin: Yeah.

Graig: Yeah, I think that whole process, when it comes to implant patients, is if you look at the large players who are doing a large amount of implant cases, a large amount of crown and bridge work and cosmetic cases, because that– implants feeds the cosmetic portions of things, because usually if someone is going to get an implant, usually there’s other cosmetic work that can go along with that, which increases transaction size, and I think it feeds everything, but they’re all doing different things. They’re doing radio, they’re doing newspaper, they’re doing direct mail, all driving them to either A, a seminar, which educates them on what an implant is – a free implant seminar, which is part of our system; we give you the whole slide deck to do those cool things. But you need to do all of those things, because the big players are taking all the implant patients, and chances are, to be honest with you, they’re most likely not the most qualified implant dentists in the world, and we hear that all the time from frustrated docs who come to us and are like, “Listen, I’ve been placing implants before this guy even was out of high school. I got more certifications than he can even shake a stick at, but why is he getting all of these patients?” And it only comes down to one very specific thing: perception is reality.

Benjamin: Yep.

Graig: And the people who are in need of implants are seeing him and they’re not seeing you, and they’re seeing him in a much better light, and that’s just what that is; that’s marketing. That’s marketing and selling.

Benjamin: It is.

Graig: Now, the flip side of that is by not being in the game, not investing in marketing and selling of implant and cosmetic cases, and all of those things, is you’re doing your community a disservice, because, let’s face it, if that person is less qualified, that means more people are getting not the top-notch treatment they should be getting.

Benjamin: Yeah.

Graig: So, you sitting on the sidelines, in a reverse way, you’re sort of not helping as many people as you could, and I think that’s important for a lot of dentists to understand. Sitting around hoping for implant patients to pop into your chair, because maybe you had an existing patient who’s been thinking about it and decided to do it, that’s just luck.

Benjamin: Yeah.

Graig: That is not a business, that is not a profit center, which we have– Larry Stroud in Louisville, he essentially stopped doing regular general dentistry and is only doing implants, working three days a week, netting a million dollars a year, golfing half the time, because he figured out that utilizing our systems and utilizing his internal systems, the transaction size was so high that he didn’t have to do as much work.

Benjamin: Yeah.

Graig: And that’s kind of a cool thing.

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Benjamin: Yeah, I’ve interviewed Larry for our marketing, and he’s the most relaxed guy I think I’ve ever seen.

Graig: Very much so.

Benjamin: We talked to him, we did a Skype interview, and he’s just sitting there in a t-shirt on his porch, having a great time.

Graig: Yep. But don’t let that outward appearance confuse you with the fact that he understands how to run that business and how to run that profit center.

Benjamin: I think that’s a big part of it, too, is that you can be aggressive, you can be assertive, but you can still be of service to your patients, like you were talking about, that a lot of our guys tell us that they don’t want to be the hardcore marketers, the slick marketers. And this is a separate conversation that we will have, but you don’t need to be that personality and still be aggressive in terms of how you are attracting and closing business.

Graig: Right. And I think a lot of that comes from doing the proper marketing and branding on the front end. I mean, the largest complaint we get from our doctors in the mail I get and all the notes and phone calls and stuff is the number one complaint every dentist has when it comes to implant patients is all they talk about is price and how expensive it is. And yes, it is expensive compared to other procedures and other things you may do in your regular life, but if you have a process and a system in place that pre-educates them on how this works in terms of the value of it, the health benefits of it, and the fact that we can help with price – we can help finance you, we can help understand why it is the way that it is – they come to your chair for that consultation already understanding what it is that you’re going to talk about, and price becomes invisible at that point.

Benjamin: Right.

Graig: And you don’t have to be a slick-talking, scripted salesperson to figure that out; let the marketing do that heavy lifting for you. So, our doctors who are in our implant system, they send out a free report that is a magalog that educates the patients on what an implant is, what it costs, the health benefits of that, so when they show up, they’re more likely to accept treatment and not be sort of obsessed with price, and that sort of allows you to get more case acceptance with that, and then in turn help more people, because that’s important as well. And I think part of it is 99% of the folks in the marketplace do not have a system to attract these people, and they’re there. They’re at home watching TV; they’re at home, frustrated with their situation, just want to be able to smile in a photo or chew the foods they enjoy, sick of having an upset stomach because they can’t digest properly. They’re there; we just need to use the media to get to them so they can be in front of you so you can provide that service.

Benjamin: So, let’s talk about action. What do you do today in order to get this going?

Graig: Well, first and foremost, when it comes to implant patients, I think one of the things that you could do is if you have an existing database of people who you’ve either done a treatment plan for or you’ve done a case presentation for that have not accepted treatment is -and we have this as part of our system – is utilizing direct mail and phone to sort of check in with them to procure them back in again, because those are people that know you and they obviously trust you, they’ve been in before, but I will hedge that with the fact that you still need to have your Google house in order, because if you do send them a note in the mail or something, they are still going to Google you to make sure that you’re still on the up and up and so on and so forth. I think when it comes to the implant patients, that’s the one place where I do not recommend anyone really mess around doing it yourself. There’s too much money on the line, there’s too much transaction size on the line, I think you need to honestly invest in the system that does it for you.

Benjamin: Which we do have. This is, again, not a commercial, but we can help you with this, and go to LocalSearchForDentists.com to get started.

Graig: Yeah, I think that’s part of it, is because it’s just too complicated of marketing, because there’s such a heavy lift that needs to be done because the transaction size is so high. But, that being said, the benefit of the transaction size being so high of an implant patient is that you can spend more money to attract that person, as opposed to someone who is worth $300, the average implant patient will be worth thousands of dollars. We now know we can invest more in advertising and marketing and in the system, where we don’t need a whole lot of patients to make this thing ROI – return on investment – become profitable for business. And I think that’s where you gotta make that mindset shift of understanding if you’re committed to making the implant portion of your practice successful, you have to understand the numbers of that transaction size, and you can spend thousands of dollars on marketing as opposed to a few hundred with regular general dentistry, because those transaction sizes really allow you to go into the marketplace and compete with those people doing those large numbers of cases because they know that. Those guys doing the seminars and all that stuff, they know, “Okay, I’m doing a seminar. I only need ten patients to make this thing ROI positive.” It’s time for everyone else to understand that as well, and you can compete very quickly with that.

Benjamin: Yeah, that’s important. And, like you said, it really is taking the time to change your thinking behind what this is, that they aren’t regular patients, so that is… that’s hard to do sometimes, but if you’re willing to look at it from a different perspective, and the fact that you’re taking the time to watch this, you’re willing to learn, you’re willing to try something different. That’s step number one, is changing the way you think about how you’re going to attract patients and then change your numbers.

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