Dentaltown November 2017 - 86

dentistry uncensored highlights
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Dr. Howard Farran and SmartBox
CEO Colin Receveur discuss the biggest
threats to practice vitality

Y

ou might say that Colin
Receveur's destiny in health care
marketing was steeled in the
crucible of childhood: He's the son of a
dentist and a top sales executive for a
Fortune 100 health care organization.
Today, as CEO of SmartBox, the
country's fastest-growing patient
attraction firm, Receveur is parlaying
the hands-on experience he gleaned
from helping his father's practice thrive
into a hands-on approach that helps
dentists navigate an environment
threatened by such challenges as
corporate dentistry and economic
uncertainty.
In a recent Dentistry Uncensored
with Howard Farran podcast, Receveur
expounded on his firm's unique strategies, emphasizing that SmartBox is
more than simply a marketing firm-it's
a patient attraction firm, and to attract
new patients, "you have to take it all
the way to butts in the chair."
Dr. Howard Farran: It's a huge honor
for me to bring you back as a guest on

86

NOVEMBER 2017 // dentaltown.com

Hear the entire
podcast online
This article includes just some
of the highlights of Colin
Receveur's conversation with
Dr. Howard Farran. To download
the podcast, watch the video
or read a full transcript,
go to dentaltown.com/
receveur-on-trust.

the show. I loved your previous podcast
["Patient Attraction Podcast"]-and I
want anybody listening to this one to
go back and listen to that-but that was
two years ago at Townie Meeting. So
what's changed in the past two years
since that podcast?
Colin Receveur: If you follow best
practices today and you followed best
practices two years ago, your marketing's still going to be successful. Now,
there are new shiny objects out there.
There are new tactics and strategies,
but the best practices haven't changed.
Does that make sense?
HF: Yeah. I mean there's so much.
I see millennials, they're all going to

build their practice on Facebook; the
old guys, it's all going to be direct mail.
Who's smarter? The old guys like me,
doing direct mail? Or these young kids
doing it all on the internet, Facebook
and social media?
CR: You can kill it either way, and
I think the most sensible guys are
doing both. I think it's shortsighted to
limit yourself to just one. Do both and
dominate your market.
One thing to remember: People
today are referencing 10, 11 and 12
information sources before making
a buying decision, and that's what's
fundamentally changed. Twenty years
ago, people referenced two sources
of information. They had, one, a friend
who liked Dr. Farran and, two, the Yellow
Pages with Dr. Farran's ad. That was it.
Today, there are online reviews, videos,
websites and all this stuff. You have to
think of it as more of a path than an
event. It's a process.
HF: I've been reading a lot about
one of your websites,
practiceundersiege.com [which
http://www.dentaltown.com/ http://www.practiceundersiege.com http://www.dentaltown.com
Table of Contents for the Digital Edition of Dentaltown November 2017
