Marketing in a Down Economy...What's Working and What's Not?

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Permalink Reply by Michael Selzer on July 9, 2009 at 12:46pm

Most of us have heard of the adage to turn the sourness of lemons into lemonade. With the downturn of the economy I have found some free time that I had wanted but not planned to get in this manner. However, I was able to use this time and finally piece together a photographic story book that I had been working on for a few years. I had brought my hobby of photography and short introspective stories into my office in the form of a photo album and poster sized wall prints. The photographs are mainly landscapes of snow scenes, golf, lakes, benches, beaches and other ordinary but beautiful views. The stories are introspective descriptions of what drew my attention to that picture. Of course I have been sharing this book with patients and there response has been surprisingly spectacular.

Patients have told me that in viewing the photos and pondering on the short accompanying stories they have become instantly calm and it has made their visits to the office easier and more enjoyable. Happier patients means more referrals. For me bringing in the enthusiasm for my hobby has opened another door to connect with more patients.

Permalink Reply by cherie tschudi on July 20, 2009 at 10:04pm

I am not sure if this helps a whole lot but I too have felt this CRUNCH so now I am branching out, outsourcing to actually use my skills of over 12 years to help dentists and physicians improve and expand their practices. Knowing that I am not just a professional that knows how to clean teeth has helped me feel so valuable to very professional people every week.
We have an office dedicated to meeting with medical and dental people looking for ideas on how to improve their practice through these economic times! It has been received very well in these times, indeed! And other than that I go to my job at the same office for ten years now! Anyhow the one thing that has really taken off in ortho especially is trying to integrate new nutrition for the adolescents.......I know scary idea, but the parents are very supportive!

Since my husband also coaches high school soccer we are also integrating this idea! No more Gatorade allowed on the field! Only choline enhanced sports drinks...and it helps them with endurance and energy so it has also been a winner among THEM..go figure!!!! Right now we mix it at games and give it out for free...and it is offered in soccer shops for free (we have a friend with a local soccer shop ). Our goal is combining nutrition through sports (so kids relate) and at the same time being good for the teeth (NO SUGAR)...so I FEEL GOOD ABOUT IT being a dental professional! Ortho has gotten involved with this since I am in the profession and it makes money for them...bottom line!

Any other ways you feel can help in ortho offices???? It is a hard speciality to branch out since most are there to FIX and leave....education or hygiene sometimes gets missed and hard to integrate with the age group!

Permalink Reply by cherie tschudi on July 20, 2009 at 10:05pm

Fabulous idea.....very imaginative!

Michael Selzer said:

Most of us have heard of the adage to turn the sourness of lemons into lemonade. With the downturn of the economy I have found some free time that I had wanted but not planned to get in this manner. However, I was able to use this time and finally piece together a photographic story book that I had been working on for a few years. I had brought my hobby of photography and short introspective stories into my office in the form of a photo album and poster sized wall prints. The photographs are mainly landscapes of snow scenes, golf, lakes, benches, beaches and other ordinary but beautiful views. The stories are introspective descriptions of what drew my attention to that picture. Of course I have been sharing this book with patients and there response has been surprisingly spectacular.

Patients have told me that in viewing the photos and pondering on the short accompanying stories they have become instantly calm and it has made their visits to the office easier and more enjoyable. Happier patients means more referrals. For me bringing in the enthusiasm for my hobby has opened another door to connect with more patients.

Permalink Reply by Helen H Cohen on August 11, 2009 at 12:47pm

Marketing in a down economy means that you essentially have to be creative in your approach to attracting new patients. Some ideas for your practice would be:

1) Target your satisfied patients to increase referrals. Patients who have experienced positive results from Ortho treatment & who trust & like your practice is your best advocates. Train your staff to be alert & ask for a referral during a "peak" patient visit. One comment I used often was "Mrs. Jones, we wish we had 100 patients like you!" & they would ask why is that & I'd tell them what a wonderful patient they were because they were __________ (fill in the blank with a descriptive adjective). They were so touched by this exchange & you planted a seed for a referral for the future. I would focus on the parents of the patient if they are underage. Whenever you elevate a patient's confidence & satisfaction with any in-office interaction you gain their loyalty.

2) Rewarding & acknowledging your staff for referrals. Implement a referral "bonus" system of giving cash $ for each new patient that accepts & starts treatment with your practice. Incentivize & motivate them to spread the word about the office in their personal network of contacts. It's a win-win situation - they get a cash reward & the practice gets a new patient!

3) Referrals from Generalists need more cultivation from specialists. In my spouses's general practice we received lots of mailed materials from specialists in the community. Since they send you business, ask yourself "What are you doing for them?" To be remembered at Christmas may not be enough for the $ they send your way. Think of ways to be more appreciative of this business. Cross refer to them as well. For example, if a new patient moves into town & needs to see an Orthodontist to start or continue active treatment ask if the family has a generalist yet. Often they don't - send referrals back to reciprocate. Another idea is to do a "lunch & learn" at the GP's office. Notice who on their staff would benefit from some Ortho & invite them to come to your office for an evaluation. I was fortunate that even though I offered to pay for treatment I was a "pro bono" case. I am an example of this, as I chose to go into active treatment for Ortho (a second time) & picked an Orthodontist I liked & who we referred to often. The result was because I was in braces @ "middle age" (for three years) our patients were so impressed that I was in treatment that I was able to generate several new referrals to them.

Lastly, do keep on with your many different efforts. I am a firm believer that the more you do the better results you'll get.

Good luck to your practice. For more dental coaching/consulting please feel free to contact me @ helen@e3coaching.net