Orthodontists and Consumers - Challenging your Mindset to Grow Further
Imagine a scenario where consumers willingly enter your business looking to spend their hard earned money on what you offer. All you need to do is differentiate yourself by placing more value (than your competition) on literally everything your customer (patient) experiences and you win.
What a beautiful thing that would be to own a business like that, right?
If you are an orthodontist (or any other specialty doctor for that matter) I just described your exact situation. However, you are also faced with the exact situation many other types of businesses outside of healthcare are faced with. What makes these consumers choose you over other practices (or nobody at all)? What makes them want to to spend their disposable income on your services instead of something else (that something else could be another orthodontist, a flat screen television, vacation, etc.)? What value do you offer that somebody else isn't? If you answered, "I am a better clinician that provides superior results," that is only one important piece to a much larger puzzle.
When you learn how to keep adding pieces to the puzzle, that fit together to make a collective whole, that is when you become a top 1% producing/collecting practice. Every piece of the puzzle that is added simply means more efficiency, profitability and growth for your business. Every piece of the puzzle that is left out simply means less efficiency, profitability and growth for your business. Since no business in existence (regardless of profession) has all the pieces in place, that is why every business (practice) out there has room for significant growth (regardless of how well, poor or in between you are doing).
Let's discuss further.
It is a fact there are many orthodontists with horrible clinical reputations that have massive, large producing/collecting practices. It is also a fact there are plenty of orthodontists with the best of clinical reputations that are struggling to get by every month.
How is this possible?
Well, it goes back to the amount of pieces that are properly (or improperly) fitting into the collective whole we call the "puzzle." In today's article, I want to discuss five pieces (there are hundreds more but that would be a 500 page article) to the collective whole (puzzle) and challenge you to rethink your mindset and strategy from a growth perspective.
Piece #1 - When your staff answers your telephones, speaks with patients on the phones and tries to overcome their objections/price inquiries/questions/etc, what makes them better than all the other practices in your area? Are they taught proper posture, verbiage skills, how to say "no" without saying "no?"Are they able to "sell" the potential patient on value rather than price? Do they fully understand dual close options and why opened ended questions should never be asked? Are they able to articulate your no show policy in a way the patient feels the policy is in place to protect them rather than penalize them? Are they able to articulate value in a way that separates your practice from all others? Accomplish #1 and you will add an additional $60,000+ in growth this year.
Piece #2 - What separates your financial expert (notice I didn't say treatment coordinator as financial expert places far more value on what the position is and/or should be) when they present treatment? How is their presentation different than the practice the patient visited before yours? Do they know how to identify consumer buying habits and then customize their presentation to that type of buyer? Are they able to properly articulate credit score, interest, etc. information to the patient? Do they understand financial conversion versus treatment acceptance and why financial conversion is vastly more important? Accomplish #2 and you will experience more than twice the national average in financial conversion (operating cash flow), increase in treatment acceptance, same day starts and more.
Piece #3 - Is you staff trained on commercial customer service, presentation and sales skills utilized in five star restaurants and hotels across the globe? Do they know how to get what they want, while making the patient feel like they got what they want? Do they know how to articulate why certain times on your schedule are better for the patient when in actuality they are better for your practice? Are they trained on how and when to ask for referrals? Accomplish #3 and vastly increase your patient referrals, treatment acceptance, same day starts, financial conversion, testimonials and more.
Piece #4 - If a patient does not purchase from you today do you have a proper outstanding treatment protocol and system implemented at your practice? Is the person making these calls properly trained on the verbiage necessary to make and maximize the results from these calls? Do you have an outstanding treatment telephone script that is followed? What are you using as a metric to see if this division of your business is working? How often should these calls be made to reiterate the importance but not annoy the patient? Accomplish #4 and you will add an additional $60,000+ in growth to your practice this year.
Piece #5 - Why would they select your practice over other practices when searching online? Is your website a template that other practices have or is it fully customized specific to your business? Have you achieved online brand awareness with consumers and also with the search engines? Does your website have pre-loaded content that thousands of other practices have or was it professionally written? How does your social media compare with the competition? Does it engage your current patient base to become fans of the practice, while attracting new patients to call your office? Do you have a 12 month online marketing game-plan done by executive level talent to ensure you thrive above your online competition? Accomplish #5 and you will double your new patients coming from the internet this year, increase brand awareness with the search engines, while vastly growing your practice.
The above represents massive growth and is only five pieces to a hundred piece puzzle. This is why growing orthodontic practices is so fun for us and why we believe a thriving orthodontic practice is simply a business with multiple missed growth opportunities.
Our orthodontic growth division specializes in driving more new patients to your practice, while training your staff on the skills necessary to close those patients at the highest levels.
Founder & CEO - BizBlitz