Unless you went to practice in your hometown, or jumped into a bustling practice that’s been there for decades (both of which still take a ton of work), odds are you need to stand out. How can you do it?
Well, you can throw all sorts of ads onto the internet, offering cheaper treatment or with huge specials, but that’s not really going to do a ton to enhance your reputation long-term. You can also sign up with every insurance under the sun, but again, is that going to help you stand out? Probably not. Proper SEO and Google adwords is a start but isn’t enough to get your practice to stand out these days.
What you CAN do is develop a unique selling proposition and a unique way to interface. What does that mean?
Well, there’s not enough space here to cover even a moderate amount of what I’m proposing, but the good news is that there are thousands of pages on the subject. Start by jumping into anything Todd Brown, Russell Brunson, Dan Kennedy, Ries & Trout, Ogilvy, and there are many many more.
But not just the “Book of the Year” club. You need to become an expert specifically in four things:
- Copy writing for lead conversion (NOTE: This is VERY different than copywriting)
- Traditional Sales Funnels
- Understanding ad placement
- Building an organic audience to whom you re-target
That’s it. Really. You master those 4 items and you’ll have way more patients than you ever dreamt possible. I’ll talk MUCH more about this in future posts and podcast episodes (if you’re not already listening to the Orthopreneurs Podcast, you should listen HERE) but THIS is the newest and most predictable way to advertise and grow your practice. Is this a get rich quick approach? NopeIs it easy to learn? NopeWill you have to learn a ton? YepCan you hire SOME of it to someone else? Yep, but getting an AMAZING copywriter is VERY tough. (They’re either born to do it or they’re not. Your sister in law who graduated from a prestigious school for journalism isn’t the one you should be looking for. Oh..she can write, but lead conversion? Maybe not so much.) But here’s the thing…you need to become well versed on where you’re targeting customers on the continuum of awareness for each and every product you’re selling (and as orthodontists, you sell way more than just braces) as well as understanding two VERY IMPORTANT facts: 1. Your clinical skill means almost nothing to prospective patients
2. Your patients are customers first and foremost
So, you can either get out there and learn what I’m talking about or you can keep doing what you’ve always been doing.
If you choose the latter, I’ll ask you: “How’s that been working for you?” Could you be doing better at advertising? I know that every single day I believe that I can do better than yesterday and new patients are the lifeblood of my practice.
Guess which option I choose every day?
Much love to all of you and wishing you the best.
If you want to be a part of a geographically exclusive Facebook group (OrthopreneursRD) where we come together to help each other build better practices and lower stress, please message me. To learn more about your region’s availability and what it’s all about, click HERE.
GLENN KRIEGERIS AN ORTHODONTIST WITH 20 YEARS OF RESTORATIVE AND COSMETIC DENTISTRY EXPERIENCE BEFORE HE RETURNED TO ORTHODONTIC RESIDENCY. DR. KRIEGER LEARNED ABOUT THE IMPORTANCE OF WELL-DESIGNED PRACTICE POLICIES AND SYSTEMS DURING A YEAR AT THE SCHUSTER CENTER FOR PROFESSIONAL DEVELOPMENT IN SCOTTSDALE ARIZONA, AND AN UNDERSTANDING OF GENERAL ACCOUNTING PRACTICES AND INDUSTRIAL PSYCHOLOGY AT THE UNIVERSITY OF WASHINGTON GRADUATE BUSINESS SCHOOL’S “DENTIST AS CEO” PROGRAM. HE IS THE HOST OF “THE ORTHOPRENEURS PODCAST”, MANAGES THE ORTHOPRENEURS FACEBOOK GROUP AND RUNS THE ANNUAL ORTHOPRENEURS SUMMIT.