Okay here we are, our 3rd installment in creating A-Patients.
A+, A, A-, heck you’d probably be happy with a whole lot more B+ patients wouldn’t you? Well the only way you are truly ever going to have exactly the kind, type and category of patients that you want is if you start taking more responsibility for them.
We have covered so much so far in this very special advanced discussion and series of Profit Reports. Today we move on to the discussion about the way you establish positioning and in doing so, condition your patients on what to expect during their patient experience and comprehensive exam in your office.
First of all positioning is essential; not optional.
If you really don’t care whether you get the patients or not, if you really don’t care if they go somewhere else, if you really want them to pick you off a google search page, if you want them to thumb through the yellow pages or if you rather they just flip a coin – then just forget it, don’t even bother reading.
On the other hand, if you actually care and you want to be seen with the prestige that a dentist deserves; with the respect and credibility they always had in the good old days; if you want Patients to pick you because of you; if you want them to be prepared for your diagnosis and for the impact you can make on their life … then you absolutely have to position yourself accordingly.
Now, you don’t do that through bragging about your credentials and telling them about all the courses you have been to and all the associations you pay to belong to. You do it by being genuine and specific about your mission. You set the bar of their expectations for their visit so they know they are in the hands of a leader and someone who really cares enough to take control over the relationship.
Every doctor brags about their stuff. I mean seriously, have you ever even looked around at what’s out there? Most dentists’ websites are a sorry excuses for a reputation or worse, they all look the same.
There is seldom any differentiation.
You establish positioning by having a welcome video specific to new patients, by having a welcome letter that states your goals, by having someone call and set the tone for the visit and share the vision you have for their experience.
You make dentistry matter again.
You get to choose (YOU!) how you are going to be perceived. And, you get to tell the patient how to decide, how to judge, how to know what is important.
You tell them what to expect. I’m telling you, when you do that, it will be magical.
They have nothing to go by other than previous experiences (if they had some or just what others have told them if they have not). So you have to change their mental and emotional vision of who you are, what you do and why this entire process matters.
For starters, there is no way on earth to make a great decision about your doctor until you have a chance to meet him/her, visit for a while, get to know the practice philosophy, listen to what is being said about you and see if you are actually being listened to.
No patient thinks this way unless you tell them they are suppose to.
The process of conditioning patients to begin to understand how significant, intricate and holistic dentistry and oral health is on their overall body starts immediately. This is critical if you are going to have any chance at some type of comprehensive treatment plan and acceptance of the case they are going to need.
You don’t wait to surprise your patients when they get there and sit down in the chair. One of the silliest things I have ever seen is waiting until after they present treatment before they give patients testimonials to read.
I mean come on, send them in the welcome package, have videos on your website, put books on your coffee tables in your lobby and put pictures on the wall not just of smiles but of letters of nice stories your patients have told you and shared.
The best thing to do with those goofy google reviews is printing them all off every week or month and putting them in your waiting room where people might just actually read them.
I could go on and on and on.
Think about this – what are your patients conditioned to expect and believe is going to be the outcome of their experience?
And what are you doing to make sure you are seen as the credible authority and knowledge expert so there is no doubt of the response when they are asked to proceed with the treatment you recommend?
Of course, I know about the laws and wording and all the stuff you can and cannot do in your marketing. Get with it, will you. It’s the year 2016, be creative. The best way is just to be yourself and use your best asset to your advantage that is You, You, You, You.
Your reputation, your longevity in practice, your happy patients, your successes, your personality … YOU!
This one is big: credibility. You must be conditioning your patients to believe you; so that they will not be surprised by what they find out in their visit. This only comes from beginning with the end in mind. Start early and often on sharing stories with them while being very clear about what is going to happen and why.
In fact, if you want to see really great examples of everything that I’m talking about, you really should do yourself a very big favor and go to the link below and I will show you – by going through my completely process – my new dentist experience is not altogether different from your new patient experience.
You should know I always practice what I preach. You can learn a lot by going through this and I will tell you there is only one requirement that I ask and it should be the same requirement you ask of your patients.
That’s to be a good one. You are my patient. So, let’s …
Get Started With My New Dentist Experience >>>
That’s your homework and now we’ll get ready to move on to Step 4.
If there was a secret to all patient influence and acceptance of every case, if you desire to have complete control, maximize your diagnosis to scheduled treatment and build demand of your production – then you are going to learn the secret of all secrets next week.
There is nothing (and I mean nothing) more critical than this. If you miss it or mess it up, you are plain screwed. Nothing else will matter. Not how good your team is, not how nice you are, not how badly the patient needs the treatment, not whether they have an unlimited budget – nothing matters – if you don’t get this right.
So stay tuned, we’re doing really important stuff together. It’s worth millions and millions of dollars to you so you’d be smart to pay attention.
I keep telling you, you really should be taking this more seriously. You are working too hard to make what you are making, to get what you are getting. It’s not that hard – you have been lied too –it just isn’t.
Not when you have the secrets I’m going to give you next week.
