What A New Cosmetic Dental Patient Is Worth and What Are You Willing To Do To Get Your Next One?

by Ginger Bratzel New Patient Attraction Automation New patients in the arena of dentistry are part of a healthy practice. Attrition generally occurs when patients get out of the reconstruction phase and move to maintenance therapy.

Marketing is about meeting the needs and wants of customer therefore it can be expensive. But unfortunately most practices don’t keep track of their return on investment.  With clear objective and command, marketing can be productive as well as remunerative means of attracting new cosmetic patients. On the other hand, without accountability and monitors, it can be a money pit, never returns on what you spent.
Here’s two instance to illustrate:

From suburb Chicago, a doctor namely Dr. X spent $17000 a month on marketing of cosmetic surgery. He was convinced that the investment was necessary therefore to be the best in his area he committed himself to the expense. To promote his idea he used commercials on the area’s major network television, internet and local radio advertisement. That month he received calls from 22 new patients, among them 17 showed up for the appointment. In Dr. X’s office, an average new case worth $5000. None accepted treatment though 17 people were present during the consultation.
Dr. Y from small town of south-west spends $1500 a month for marketing of cosmetic dentistry. Based on her data of ideal patient, she mails only those households by using direct response mail that meets her age and income qualifications. She was looking for patients for elective cosmetic dentistry services. She offers concession over consultation of the first 17 people to call. Moreover, she provides hotline facility, a phone number and available 24/7 for those who seek information, yet not ready to call the office directly. Every month she consults with not only 8 new patients who are scheduled for first examination but also 2 or 3 more patients over hotline. 6 out of her 8 patients accept her treatment and schedule for further.

Now the million dollar question is “Whose marketing is working”

The answer is “Both of them”

But their outcome is very different!

RESULTS

Dr. X persuaded 17 cosmetic patients to visit him after spending $1000 for each. Every new patient has to pay $5000 for visiting him first time. Scrutiny over this reveals, what doctor overlooked is to convert these prospects. This is rather an internal system issue than a marketing one.
How were these patients treated over phone and once they visited?

Was the office not consistent with the message that advertisements were promoting?

How was their customer service?

Were these people adept enough to carry out this job or was there a “retreat option” something smaller to get them going?
On contrary, Dr. Y spent 1500 well planned dollars. Unlike Dr. X, she targeted specific cosmetic patients, build an “avatar” or model and researched about them. After that she found an organization that her group would belong to and marketed accordingly (A technique of lengthy conversation that we will share another day!).

Dr. X could have spent less by targeting potential dental patients as opposed to his shotgun approach of costing media. His marketing policy discloses that he didn’t take the much needed time to identify his ideal patients.

Dr. Y spent $250 per patient with the new case value of $2750. Her patients received different level of their care, 60% of all now and the remaining over time. Furthermore, Dr. Y consults 2 or 3 more patients a month that have ‘raised their hand as being interested, yet not ready to buy’ when they requested their free information. Dr. Y can continue to stay in touch with these people through follow-up mailings, placing them on her newsletter list and make occasional phone contacts (if they left a number). These patients, who aren’t decided, need more time and information, though the relationship-‘The most important part of any businesses- has been commenced and will be nurtured.

In return of her investment of $1500, Dr. Y earned $9625. Now all Dr. Y requires is to spend more on new cosmetic patient since she has a system which is working and carry on with it.

‘Fitful marketing’ is the biggest drawback in this arena of marketing. This causes the loss of momentum and potential production.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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