Orthotown May 2019 - 42
"Ten years from now, what will be the value of the orthodontic
treatment you can start today?"
You may want to compose an "advantage sheet" that states
the benefits of doing business at your orthodontic office. These
advantages are the things that make doing business with you
worthwhile, such as quality, experience, an exceptional doctor and
team, one convenient location, or statements like, "You should rarely,
if ever, have to wait." Whatever you offer, let new patients know
why choosing care in your office is a smart choice.
7. Postcards and cards. The thoughtful act of sending a card
will keep you in the hearts and minds of your patients-to-be. If it's
been more than two years since you've seen a new exam patient for
an initial exam, invite them back for a re-examination. Unless you've
heard a "no" answer that they are not starting treatment in your
office, they've just procrastinated and still need your orthodontic
treatment. Your nonstart patients need a little reassurance that
starting orthodontic treatment is the right thing to do. Imagine
them waiting to hear from you, thinking: "Please influence me."
There are several ways to contact new patients, including phone,
text or email. A postcard or card is unique in that it is long-lasting
and most likely to end up in the "to do" pile. Returned postcards
will also inform you if a patient has moved away.
8. "Warm calls." Warm calls are one of your most powerful
internal marketing tools. It may take up to seven contacts before
a consumer decides to purchase; keep this in mind in your daily
follow-up of your "will call" list of pending patients. Warm calls
from the doctor often have a greater influence on conversion rate
than those from a treatment coordinator.
On a daily basis, you may need to make 40 follow-up phone calls
to get one start. If this is your warm call close rate, consider each
phone call as being worth $175 to your practice! Put a sticky note on
your private landline office phone that reads: "I make you money!" I
recently called a patient who had visited my office nine years ago for
an orthodontic exam-and he started treatment with Invisalign! Stay
in touch until you get a "yes" or a "no" answer, and never give up on
a potential patient. The results of your persistence will surprise you.
42
MAY 2019 // orthotown.com
http://www.orthotown.com
Orthotown May 2019
Table of Contents for the Digital Edition of Orthotown May 2019
Orthotown May 2019 - Cover1
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