Dentaltown November 2017 - 88

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Bring more patients
in the door
SmartBox offers a Practice
Discovery Session to
dentists who want to attract
more and better patients.
To sign up for your free,
no-obligation consultation, go
to smartboxdentalmarketing.
com/dpd.

88

NOVEMBER 2017 // dentaltown.com

trust, whether you're building it with
a millennial or with a boomer, it's all
the same. People do business with the
dentist they know and like.
HF: Tell my homies more about the
website. You've got a new book out?
CR: I do, and I'm not even selling
it; I'm basically giving it away [for $2].
It goes back to the four forces that I
talked about-corporate, competition,
insurance reimbursements and
economic uncertainty-and how to
overcome each of them to have a
thriving practice.
HF: Speaking of websites, what
percentage of them do you consider
to be lame, and what is the conversion
rate of the lame websites versus the
hottest websites you can build?
CR: I'd say 90 percent of the sites
I look at are awful. What we do with
dentists is help them look at the
marketing, the advertising, the website,
the follow-up, the phone tracking-it's
a system. And it's moving patients
through this system and holding the
staff accountable at the other end
of the system. We're the only patient
attraction firm in the country that handles everything from advertising and
marketing to actually scheduling butts
in the chairs and ensuring the front
desk is held accountable to actually
scheduling a reasonable percentage of
the calls we generate for the practice.

HF: And that's why I will never go
into dental advertising-because you
can do the best dental advertising in
the world for a client, yet their website
is a dog. And then when potential
patients call, half the calls go to voicemail. And if a human does answer the
phone, he or she says, "Can you please
hold?" And then they blame it on you.
CR: That's why we don't talk about
hits and clicks in conversion rates. At
SmartBox, we've got a team of people
that listens to all phone calls that come
into the practice and monitors them
in near real time. So our reporting at
month's end is this: You spent this
much on this marketing campaign;
you got this many phone calls; and you
didn't answer this many phone calls.
And from that, you scheduled or didn't
schedule this many new patients.
We have a guarantee, and our
guarantee is voided if the doctor
doesn't answer 90 percent of his phone
calls. And that's how we help hold him
accountable. We approach it differently
than a lot of marketing agencies
because we're not a marketing agency.
We're a patient attraction firm, and to
attract new patients, you have to take
it all the way to butts in the chair.
HF: OK. What else do my homies
need to know?
CR: Well, we're a fully HIPAA-compliant company; we've been through the
same HIPAA training that any dental
practice goes through, probably more
because we've had to certify all 80
people in our company.
HF: And finally, what's next for you?
CR: We want to help 10,000 dentists by 2020, and to get there we're
soon launching new online products
that are going to help us spread our
wings and help dentists thrive and
attract more and better patients, which
is our motto. ■
http://www.dentaltown.com
Table of Contents for the Digital Edition of Dentaltown November 2017
