Dentaltown February 2018 - 12
howard speaks
column
Better, Bigger Business
These tips can boost your patient funnel
There are only three ways to drive a business: Acquire new patients, upsell a current
customer, or get your current customers to
buy more frequently. My column this month
focuses on tips and strategies that can help
you with all three.
When you got your dental office, hopefully
it had great demographics. (In the U.S., the
average is one dentist for every 2,000 people;
people who are killing it are in areas where
there's one dentist for every 3,000 people.)
And hopefully, when I drive by your office,
I can see a monument sign for your practice.
But on top of that, I want you to think about
the funnel.
We continue to see that it takes about 100
people to land on your website for five to call.
So why did 95 out of 100 who landed on your
website not call-and how can you improve
those numbers?
Feeling: If people see a dentist's standard
studio headshot on a website, do you think
they feel anything? How does a static photo
help them connect to you? I've added video to
my home page so when someone comes across
my name and asks, "Who's Howard Farran?"
they can go to my website and they'll see me
sitting at my desk asking, "Are you afraid
of the dentist? Oh, come on-that's why I
Why do some people like to go on roller coasters? Why do some
like scary movies? Why do others want to hold hands and kiss?
In every case, it's because they want to feel something. Does a
studio headshot on your website make patients feel anything?
Let's use the website for my practice,
Today's Dental, as an example. Half of America
is afraid of the dentist, and the other half is
afraid of paying for it. My practice website,
todaysdental.com, addresses both groups.
Fearing and feeling
Why do some people like to go on roller
coasters? Why do some like scary movies? Why
do others want to hold hands and kiss? In every
case, it's because they want to feel something.
by Howard Farran, DDS, MBA, publisher, Dentaltown magazine
12
FEBRUARY 2018 // dentaltown.com
went to school for eight years. I love it when
people come in and they're afraid and then
they get over it."
Fearing: For those who are afraid of the
costs related to dentistry, our home page also
has a video featuring my office manager,
Dawn, who allays those fears by discussing
how the practice can finance treatment, or do
it in stages. And she closes by saying, "If you
have concerns about the cost, or if we take
your insurance, email me or come in, and
http://www.todaysdental.com
http://www.dentaltown.com
Table of Contents for the Digital Edition of Dentaltown February 2018
Dentaltown February 2018 - Intro
Dentaltown February 2018 - Cover1
Dentaltown February 2018 - Cover2
Dentaltown February 2018 - 1
Dentaltown February 2018 - 2
Dentaltown February 2018 - 3
Dentaltown February 2018 - 4
Dentaltown February 2018 - 5
Dentaltown February 2018 - 6
Dentaltown February 2018 - 7
Dentaltown February 2018 - 8
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Dentaltown February 2018 - 12
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Dentaltown February 2018 - Cover3
Dentaltown February 2018 - Cover4
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