Dental Practices - Nurturing The Third Herd In The Dental Business

In dental practices, there are three kinds of herd in the dental business. The first herd in dental practices is the current patient base and inactive patient base. This base should be nurtured and offered more services every single month. The second herd in dental practices is the herd of all the people that we have relationships with. They are our friends, our family, and all the business owners that we go on the other end, where they call us and we write our checks to. And now for the third herd...

The Third Herd In Dental Practices:

The third herd in dental practices is what we call the “interested but not ready herd”. In other words, they are your lead. I have already talked about lead generation marketing in my previous articles . Take for example, if we're going for cosmetic dentistry, and we call on a certain patient and ask them this question: “Are you embarrassed by your smile?”. Then we give them two options – first option: they can call directly to the office just to set up a consultation; second option: they can come in and get them to call toll free order message hot line number or go to a website to get a frequency awareness report. Then as time goes on, that group of people who requested would build up in number. And in a span of over a year, you might have 3,000 people or 5,000 people who are on that list. However, there are some people on that list who just will never come in. But on the other hand, the good thing about marketing with these people and getting a ton of leads of people who are interested is the fact that we know that they're really interested! That's why they requested for a report, which means that they're interested of whatever it is that you have to offer them. Then you can do anything you want to in your business: you can have headache sufferers; you can go to implant patients; you can do cosmetic dentistry. So you get to decide on how you want to do it. You can mail them until the time comes that they ask to get off your list, or after 18 months minimum and they drop off and you just get rid of them.

Nurturing And Targeting The Herd In Dental Practices:

Truth be told, this is the herd in dental practices that most people fail to nurture and take care of. So how do you nurture or target them? You can do many things: first, you can run a website campaign for the tv; second, you can do radio advertisements; and third, you can send out tear-sheet mailing wherein they opt in and out of our funnel (wherein we mail them a direct mail package, then we go to postcard, postcard, then direct mail package and all on that time where we send them e-mails all at the same time). Now, the challenge here is how you manage all of them. Right now, I'm personally running five different companies under the same umbrella. There's so much marketing that's going on automatically every month, and it's close to impossible that we'll be able to manage all of them if we try to use the contact management system; or even try to use traditional management software we have. As a remedy, what we have done for the last couple of years is that we actually work with the company called Infusion and they're speaking our next super conference, and probably in every event. If you would like to sign up for the next event, you can do so and just log on to our website over the next days.

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