Discover the Ultimate Marketing Strategy

What works, what doesn't, and how to do it

by Tyson Steele

What would you say is the best restaurant in the world? Spago? Vadalia? Andre's? Well, I guess it all depends on your definition of the word "best." So, let's redefine the question. What would you say is the most financially successful restaurant in the world?

With the question rephrased, you should have answered "McDonalds." But if you didn't, I won't hold it against you. You were probably still thinking about crème brulee and Portobello mushroom sandwiches. (Things like that can cloud your mind.)

Isn't it interesting that McDonalds is the most successful restaurant in the world despite the fact that few people would call it the best? In other words, providing the best product has little to do with ultimate success. You see, the key to McDonalds' success is not their world-renowned chef or five star customer service, it's simply a measure of their marketing proficiency.

THE MASTER KEYS

So, what exactly allows McDonalds to sell billions of dollars of food each year? It really comes down to two primary marketing strategies: frequency and consistency. Frequency simply means that McDonalds and their ads are everywhere. Consistency means that, although the food isn't great, at least it's consistent due to the systems and structure used in the restaurant.

The same marketing strategies will help you grow your practice.

Sure, by now you know that the quality of your clinical dentistry is only a moderate indicator of success. However, you're probably still buying into the lie that says you have to provide the best customer service to effectively market your practice. After all, you go to the seminars. You read the magazines. You think you know how to market your practice. You've heard about the "WOW" factor, the importance of a stellar new patient "experience." You've even heard that you need bottled water, fresh baked cookies and espresso. By george, THAT will bring the patients in droves!

Of course, there's a problem with that theory, because, as far as your patients are concerned, you're SUPPOSED to make them happy and comfortable. You're SUPPOSED to be friendly and courteous. The fact of the matter is that providing a great patient experience is what you're expected to do. Sure, it's better than having a bad patient experience, but creating a great one-time or occasional experience is not the key to marketing your practice.

WHAT'S THE FREQUENCY?

So, let's talk about the first of our two marketing strategies -- frequency -- by comparing two practices. Doctor Blue and Doctor Green both have great clinical skills, facilities and patient care. They both have superb teams, and they both rely on referrals to bring in new patients. Hey, they even look alike.

Now, let's look at the process of bringing a new patient into each practice, starting with Doctor Blue. Let's say that one of Doctor Blue's current patients hosts a dinner party and a friend sees a refrigerator magnet with Doctor Blue's name on it. Prompted by the magnet, the friend asks if Doctor Blue is a good dentist and ultimately gets a recommendation. The new patient calls the practice and makes an appointment. The next week, the patient comes in and has a great experience.

Doctor Blue relies on the quality of that experience to prompt the patient to refer others to the practice, and this is a moderately successful strategy. However, during the entire new patient process, Doctor Blue had a frequency of just four impressions -- the magnet, the recommendation, the call and the visit.

Now, let's look at Doctor Green's marketing strategy. Remember, these practices are practically the same -- except for one thing -- Doctor Green understands the power of frequency.

So, let's start with the same scenario -- party, magnet, referral, phone call. Except, here is where everything is slightly different. You see, after the patient calls to make the appointment, Doctor Green's team sends the new patient a packet with a practice brochure and some other information.

Next, several days before the patient's appointment, Doctor Green PERSONALLY calls and leaves a voicemail introducing herself to the new patient. After the patient comes in for that "great" first appointment, a simple handwritten note, signed by the entire team is sent to the patient. The note says, "Thank you for giving us a chance to serve you. We appreciate the trust and faith you've placed in us as your dental providers, and we look forward to providing you with the best dental care available."

But Doctor Green isn't finished yet, because the day after the new patient comes in, the team sends a simple handwritten thank you note with a $5 coffee coupon to the friend who referred our new patient.

In the end, Doctor Green's team developed a much higher frequency of contact. Nine impressions in total -- the magnet, the recommendation, the patient's call to schedule, the new patient packet, the doctor's intro call, the appointment, the handwritten note, the thank you note to the referring patient and the additional impression when the referring patient used the coffee coupon.

TELL ME WHY

Now, consider this … Marketing is not a direct-results science. In other words, marketing is not about doing something and always getting an immediate result. Instead, marketing is like gambling -- it's about odds over time. In other words, Doctor Green doesn't ALWAYS get referrals because of a higher frequency of contact than Doctor Blue. Nor does Doctor Blue NEVER get a referral because the frequency of contact is lower. However, the odds over time are that Doctor Green will get more referrals because the higher frequency of contact creates something called "top of mind awareness." This means that each contact increases the odds that your name will come up at the right time -- the time when potential patients are thinking about going to a dentist.

You see, you don't eat at McDonald's because it's great, you eat there because when you're hungry, the odds of being near a McDonalds are very good. McDonald's just happens to be there at the right time. Your practice needs to be there, too.

CONSISTENCY -- IT'S FREE, BUT IT'S NOT EASY

Of course, frequency is not the only key. Consistency also plays a role. The truth is that many practices have, at some point, used simple tactics that increase frequency. They've made after care calls, sent notes, acknowledged referrals -- all sorts of things.

The problem, of course, is that most of these tactics are not implemented CONSISTENTLY. In other words, if marketing is about odds over time, the key to improving your odds is to consistently implement tactics that increase frequency. Just like McDonalds runs on systems that allow high school kids to sell more food than anyone in the world. You need to develop simple systems that allow you to market your practice with a modicum of effort.

For example, let's look at thank you notes and gifts to referring patients. You can simply send a pre-written note and a five dollar Starbucks coupon, or you can have a more complex system of sending a custom, personalized note with a logo coffee mug and candy. Although the coffee mug is certainly more personable, the system is just a little bit harder to reproduce consistently. And, in the end, you're always better going with a slight improvement applied consistently over time, even if it doesn't have the same "wow" factor.

WHERE EVERYBODY KNOWS YOUR NAME

In the end, I'm reminded of the greatest car salesman ever, Joe Girard, who sent notes to every customer and prospect every single month for the rest of their lives. The notes always mentioned that month's holiday and were signed, "I like you, Joe Girard." Well, it may not be rocket science, but the next time that person or a friend was in the market for a car, who do you think was the first name to come to mind?

Ultimately, the "wow" factor is okay, but you're never going to hypnotize people into referring to your practice. The best thing you can do is have your name at the right place, at the right time. Do that, and when someone is looking for a dentist, the odds are good that you'll be the first name to come to mind. And maybe your practice will begin to look just a little bit like Doctor Green's. After all, it is the color of money.