"Cost of Customer Acquisition" is probably one of the most important pieces of knowledge to have in business. This tidbit of information makes your small business act very big. This Tidbit of information is what makes businesses grow. This Tidbit of information is what makes you more money and builds you a business that has asset value (sellable (ahh retirement)).
In the dental business there are at least two cases: The Dentist - your patients are forever; The Orthodontists - your patients are mostly single purpose.
|Orthodontists Live or Die|
on Referrals and Reputation
This Article Addresses Orthodontist
Internet and Social Media - A NECESSITY. The Internet and doing SEO are the easy parts; there are a dozen computer geeks in every town that can make this happen for you - just don't over due it. You are LOCAL, thus Google does most of the work for you. Social Media, is a different animal though.
Let's use our customers and brag, in pictures, about our product. You want to get permission to post (or not post) pictures of your finished work; the kids will love it and as far as seeing before and afters, once you get the ball rolling, the patients (kids) will post them as well (and for you). Make sure they TAG your practice's Facebook page (your staff will need to ask them to do that).
People will "check you out" on Yelp, Facebook, Instagram and Pinterest.This is a high labor cost - high indirect / difficult to measurable return; the nice thing here is that you probably have an expert in the office already playing on Social Media during their work day - embrace it. Done right, social media will make your local brand.
|EDDM, not so for Orthodontists|
So what can you do to be the one picked (from that short list of 3 or 4)? Do some proactive referral marketing.
- Each patient, on each visit, should walk away with a hand full of referral cards. Those cards should reward the referred with some monetary incentive to come see you first; "$50 toward your Consult and analysis". In addition, the referrer needs to be rewarded with some credit as well (make it worthwhile) such as $10 for new consults and $50 for new patients. Parents will grab extra cards and force their kids to pass them out.
- After the patients braces are removed, print a set of referral cards that are specific to that patient - One with their big smile and the words "Erin's New Smile - By Dr. Thomas, DDS"; these will go everywhere. This may seem self-serving (to me here), but this is far less expensive than any promotional toy you give out. Your referral card will go from your patient, to their friend to their parents. Cool approach, huh.
- Possibly the most important task you have to improve your referral selection: Be Part of the Community - Be a Recognized Face = Be a Recognized Smile.
We will set up the complete program for increasing your business.
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561-371-4113 (Call My Cell)
512-593-8830 (in Austin)
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This is an interesting read. While I'd agree with you points here, I must take exception to one. You state tat you don't recommend utilizing the services of a consultant for CoCA. As a consultant specializing in healthcare strategy, I can tell you a good consultant includes the CoCA in the yearly strategic planning report. That said, you get more bang for your buck utilizing the services of a consultant. Add to this the fact that a consultant has one job, improving the value and marketability of the practice. Unlike other internal employees, who must wear several hats, the consultant proves his/her ROR by producing specific results in a specified time frame. Who could argue with the value of added services without the additional overhead costs of providing benefits normally accruing to internal employees? My point; don't discount consultants when considering CoCA because they're probably bringing a lot more useful strategies in addition to it. Love your content!ReplyDelete
Shereese. I am complete agreement with you on this, Your level of consultancy is higher than the norm as many consultants create "complexity" in creating the "bar" rather than setting it as a measurement level / standard.ReplyDelete
I appreciate what you added to this article. You add a level of depth, knowledge and practical expertise - Thank you. You have a style of communicating (in your tweets) that compliments my style and educates broadly. Follow Shereese on Twitter at @ShereesePubHlth