How can fee-for-service practices compete with insurance-driven practices?

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Recently, an online dental discussion group brought up this topic:

How can fee-for-service practices compete with those who are in network?

There were a lot of ideas from the group like:

Have the dentist call the new patient the night before to say she is looking forward to meeting them.

Get up from the desk and walking around to greet patients as they enter.

Recognize special events in their lives.

Acknowledge when you are behind schedule.

Provide stellar customer service.

All good suggestions. But if it comes down to numbers, you won’t be able to compete simply on that level. There are TWO DISTINCTIONS above all else that will give you an edge.

The FIRST DISTINCTION is to identify what makes you distinctive. What do you provide that your insurance-driven colleagues can’t or don’t. Are there services that you are particularly known for such as TMJ therapy, sleep apnea solutions or sedation dentistry? Is your specialization one that is unique and notable? Do you offer second opinion consultations? Do you have a comfort dog at the practice?Without something compelling, you are just another dentist. Whatever that distinction is, name it and claim it. Identify who your audience is and above all else, remember the second distinction.

SECOND DISTINCTION: Build your entire practice around this question:”How can we make our patients lives better than when they first walked in?”  You see, no one goes to the dentist for no reason. People have complicated lives and one of the last things on their list is you, the dentist. They only contact you when they believe you can help solve a problem they have – then they want you to go away. And their expectations are usually low because their previous experiences (in an insurance-driven office) were probably less than stellar in part because no one cared to learn about what was important to them. So, the more you and your team develop exceptional behavioral and problem-solving skills, the more you will learn about your patients and what they care about. Everything you do from there is built around that objective: “How can we make your life better than when you walked in?” Identify the answer to this question and remember it throughout each stage of the process. Provide individualized care, fashioned just for them and keep going back to what problem, in quality of life terms, you are helping them solve.

All the other things such as calling patients to find out how they are feeling, acknowledging birthdays or asking about their vacation, even filing insurance on their behalf are nice but it won’t keep a patient from switching practices because they have insurance.

What will make the difference is your unrelenting desire to solve your patient’s problem so they feel good about the experience and can go on with their lives. That is what will distinguish you from everyone else in the marketplace and for a lot of people, that is worth the difference they are willing to pay from what insurance will cover.  It’s really very easy once all the systems and the right people with the right skills are supporting you.

We help dentists evolve their practice to this new model.

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High Cost of Doing Nothing Part 1: Marketing Basics for Dentists

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Herb’s practice was struggling. His new patient flow had dwindled and after practicing for 30 years, he had become resistant to change. The thought of promoting his practice went against his long-held beliefs that it cheapened the profession. So, he did nothing.

On the other side of town, Sam had built her practice from the ground up. That was two years ago. And while she used her street smarts to market her practice, she wasn’t feeling confident that her time and money were being used in the most effective way.

High cost of doing nothingThe simple truth is, if you don’t tell people who you are and what you do, they will not become your patients. In today’s marketplace, there is a very high cost for doing nothing.

And while marketing is not usually the dentist’s area of expertise, it is essential to have a strategic marketing plan. Here are some basic rules that every dentist should know and use to guide their decisions for implementing a solid marketing plan. Successful marketing comprises of a combination of five key components:

REACH – Target your message to the specific group or groups you wish to attract.
If you are a pediatric or family dentist, you want to focus your efforts on targeting and appealing to young families. On the other hand, if you specialize in exquisite implant-supported dentures, you will want to reach out to affluent seniors. The more specific you can identify your niche in the marketplace, the more targeted your reach.

FREQUENCY – Send messages and send them often.
Each message or “impression” builds on the last. Consumers rarely experience one exposure or message and remember your name or what you do. It requires multiple impressions for a potential patient to connect with who you are and what you offer.

CONSISTENCY – All messages should speak with one voice.
Focus on identifying your niche and brand and tie together your messages with visuals and content that are similar. One logo, one font and color palette, one positioning statement, consistent approach and style.

VARIETY – Send your marketing message through a number of different avenues.
Identify unique opportunities in your community to raise awareness of your practice and cross-promote whenever you can. This will help increase your REACH and FREQUENCY. For instance, sponsor a charity event or a sports team, billboard presence, host a talk radio program, health fairs, personal letter of introduction to new residents, targeted print publications or magazines, collaborative relationships with other businesses, active community involvement such as Rotary and Chamber of Commerce.

TOP-OF-THE-MIND PRESENCE – Connect with patients when they are likely to need you. It is difficult to know or plan for your messages to connect with people at the very moment they decide they need a service that you offer. But if you are committed to a campaign that focuses on REACH, FREQUENCY, CONSISTENCY and VARIETY, you are more likely to connect.
So, when someone is “in the market” for your services and they either search online for or come across your information, they will think, “I know them. They are familiar. They are known for (fill in the blank). I’ll give them a call.” It is familiar to them because of the marketing foundation you have previously laid.

IMPLEMENTATION
You must identify goals, and develop a plan and timeline for your marketing. This will likely require the support of a team member who is fully capable of helping you in this endeavor. Make sure this is included in her job description and she is given the time, tools, and authority to make it happen. If you don’t have the resources on your team, reach out to a local marketing specialist to help you deploy your marketing plans.

EVALUATION
When you are developing your marketing strategy, also plan for evaluating the results of your efforts to insure you are making good use of your investment of time and money. How will you assess the effectiveness? What indicators will you use and at what stage will you review the campaign and make course corrections, if necessary?

CONVERSION
If you spend time, effort and money to implement a solid marketing plan, you better have your internal house in order AHEAD OF TIME.

This is HUGE. You want to make sure that when the target patient you attracted through your marketing, calls and visits your practice, the experience matches what they have come to learn about you. If it isn’t exceptional, you’ve wasted your time and resources. Many practices make the mistake of spending large budgets on marketing their practice only to lose potential patients at the beginning of the relationship because their staff lacks the skills to connect with them in significant and meaningful ways.  In my opinion, this is the most common marketing mistake made!

Contact me to receive a marketing questionnaire to help you clarify what you are doing now and what you should focus on. And if you would like help reviewing your systems, communication skills, practice perception and marketing strategy, I invite you to call me for a more in-depth conversation.