Direct-to-consumer marketing holds immense potential for dental practices to expand their patient base and achieve remarkable business success. However, many dentists face challenges when it comes to effectively utilizing marketing strategies, which can be attributed to the absence of marketing classes in dental school curriculums.
To overcome these obstacles, it's essential to address common mistakes that dentists make when advertising their services:
- Lack of a Dedicated Call Center or Closer: Having a dedicated call center or a designated professional to handle inbound calls is crucial. This individual should be well-trained, motivated, and equipped with a dedicated mobile device to answer all incoming calls promptly.
- Absence of a Lead Nurturing System: Dental practices must have a well-defined system in place to nurture and convert leads. Implementing a reliable CRM solution, such as SalesForce, can significantly aid in lead follow-up, ensuring no potential patient falls through the cracks.
- Importance of a Skilled Sales Professional: A successful sales system requires a highly trained salesperson or a "sales assassin" who excels at building rapport and turning potential patients into valued clients. Investing in a talented and dedicated sales team member can yield excellent results.
- Sufficient Marketing Budget: Allocating a proper budget for advertising campaigns is vital for reaching and attracting high-value patients. Dentists should view marketing as a long-term commitment to the growth of their practice and be willing to invest accordingly.
- Persistence and Patience: Building a robust patient base through marketing takes time and consistent effort. Dentists should avoid giving up after only a few months and stay committed to their marketing strategies.
Remember to focus on high-value procedures like orthodontics, dental implants, overdentures, and AllonX which can all yield a high return on ad spend (ROAS), making these procedures more appealing choices for dental practices.
Now, let's take a closer look at the costs associated with direct-to-consumer marketing, considering an illustrative example:
Suppose you invest $10,000 in marketing and generate 60 leads during the month, resulting in a cost per lead of approximately $166.66. Out of these leads, historical data suggests that around 30% will schedule appointments, and roughly 70% of those appointments (18 people) will attend. This brings your cost per appointment to approximately $555.55.
In the case of procedures valued over $5,000, the close rate is typically around 5%. As a result, only one patient, on average, will proceed with the treatment of the 18 appointments, resulting in a cost of $10,000 to acquire a single patient for treatment.
This would be a campaign that you would soon like to forget.
However, by having a skilled sales professional with excellent closing skills (a "sales assassin"), a case acceptance rate of 30% or more is achievable. With a 30% conversion rate, you could successfully treat six patients, bringing the cost per treated patient down to approximately $1,666.66 and that’s not bad when your retail price is $25,000 for a full-arch procedure.
In conclusion, implementing a well-structured sales system led by highly trained professionals can significantly enhance the conversion of high-value patients, leading to greater profitability and success for dental practices. Investing in skilled sales personnel and refining sales processes will undoubtedly yield a substantial return on investment by improving patient acquisition rates and boosting overall revenue.
For dentists seeking a proven solution to acquire dental implants and full-arch cases, Renew Shared Services offers an exceptional option. To apply or learn more, visit www.renewdentists.com.
SVP Sales & Marketing
AvaDent Digital Dental Solutions