#107b: Claiming Your Market Part 3

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com

Top 10 Ways To Destroy Your Advertising Results Part 3

Learn more about our dental marketing services by visiting our main website. 
New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com

Top 10 Ways to Destroy Your Advertising Results Part 2

Learn more about our dental marketing services by visiting our main website. 
New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com

Dental Marketing #84 - NPI Updates

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com

Dental Marketing #83 - EDDM Update Pros & Cons

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com

DMM #46 - Internet Strategy - Connecting the Dots

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com 

DMM #44 - Don't Forget to Close the Back Door

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com 

Dental Marketing Mastery #40

Commitments to Make to Yourself



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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com 

Dental Marketing Mastery #39

DMM #39 -  Branding vs. Branded


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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com 

Dental Marketing Mastery #30 Google Reviews

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com 

DMM 21: Ditching Your PPOs? Do it Right, and Avoid Disaster!

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com  

DMM 20: Call Tracking ROI, Wrestling an Oiled Pig with Chopsticks

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com  

Dental Marketing Mastery #19: Value Gap. Dentistry is NOT a Refrigerator!

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com  

Dental Marketing Mastery #18: Design. What will make you, and what will break you!

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New Patients, Inc.
4966 S. Rainbow Blvd.Suite 110 • Las Vegas, NV 89118
Telephone: 866-336-8237 Email: info@newpatientsinc.com
www.NewpatientsInc.com  

Big, big, big stuff out of NPI - August 29, 2013 NPI Newsletter

Big, big, big stuff out of NPI In the last issue of this newsletter, we discussed barriers. We are going to continue that discussion in future. This NPI e-newsletter is more about letting all of you know some very exciting news. (NPI) New Patients, Inc. acquires Phoenix Practice Marketing (PPM) On August 16th, NPI acquired Phoenix Practice Marketing. Rebecca Palmer (president of PPM) is now the Director of Professional Relations at NPI. For those of you who are not familiar with Rebecca, her clients sure are. She has a tremendously loyal following in dentistry. Rebecca will continue to serve all of the PPM clients as well as serve new NPI clients. NPI/PPM - What does this acquisition mean for you and for dentistry as a whole? The combined companies can now effectively service almost any dental practice with an annual marketing budget from $10k to infinity! In the past, NPI served the top 20% to 30% of the dental market. PPM served the middle 50% of the dental market. Combined, we will serve the top 80% of the dental market. So, go tell your dentist buddies! The entry point to having NPI manage your marketing budget just got a lot wider! Expanded menu of marketing campaigns From small volume post card campaigns, all the way to massive 8 page magazine campaigns. We can now deliver mail to targeted households for about 37 cents, or 58 cents, or 89 cents. So, no matter where a dentist is on their growth path, NPI will have a solution to fit almost any reasonable/sensible budget. But read on, it gets better...... For those of you already familiar with our targeting methods, get this! Magazines can go to the targets that make up the top 10% of the population, external mailers can go to the next strata (say, 50% to 90%), and postcard campaigns from 20% to 50%! This type of campaign would generate the high quality at the top AND the volume that many practices require when they have capacity to fill. Just deploy, track, and turn the volume knob in any direction the capacity requires! We have expanded our mobile website offerings. Our new designs are simpler to navigate on any mobile device, WAY more high tech looking, and allow us to say MORE about the practice without jamming too much info onto a small viewing screen! It is hard to explain with the written word. You just have to see it for yourself. Just use your cell phone or tablet and go here:       http://www.callowdds.mobi              You get extra credit for knowing what this image is. You get extra, extra credit, if you use your smart phone to scan the image and go to the website.   We've expanded our practice website (.com) offerings as well! We can service clients on the web with the most restricted marketing budgets. We will build small starter websites, all the way to the most effective websites in the most competitive dental markets. But the most important aspect of these expanded offerings is the equity as you upgrade through your dental career. Read on. Even more great news - equity!    Now that we have everything from the very basic, all the way up to dominant, clients earn equity as they grow. To use a fairly common example, let's say you start with NPI when you are a young whipper snapper with a severely restricted budget. Let's say all you can afford at that time is a targeted post card campaign and a very basic starter website to get you going. Some of the agency fees you pay NPI will earn equity toward the next level mail campaign and the next level website! This way, as you grow, you are not throwing projects out the window and starting all over from scratch! NPI will ALWAYS have a next level for you to upgrade to, and, some equity will be earned for projects you've already paid for! We will be back shortly with our usual informational newsletter. We will never stop educating dentistry on the proper/effective ways to promote their practices to the dental consumer. We just had so many announcements to make, we figured we might as well use this newsletter to spread the word. If any of you need us, just call 866.336.8237. We will be here for you.

Got questions? Want to learn more?     You can reach Mark & Howie at: Howie: whh@newpatientsinc.com Mark: markd@newpatientsinc.com Check out our latest dental marketing book

July 2013 Newsletter - Let's talk about barriers - Dental Marketing

Let's talk about barriers

In the last issue of this newsletter, we discussed call tracking and calculating/projecting forward return on investment. Barriers have an awful lot to do with the number of calls you receive from your advertising, and in turn, your return on investment. Our objective with the next several issues of this newsletter is to enlighten you on how the public views the barriers, and how you might be able to mitigate the barriers to get a better result.

Price as a barrier

Price is the #1 consumer concern when choosing a dentist. We know this from testing. We know this from investing in completely independent consumer research. We doubt this is a surprise to any of you.

Is it price or ignorance?

We contend, and have proven for the past quarter century, that you can effectively promote a dental practice WITHOUT focusing (visually) on price incentives. As a matter of fact, in 99% of our work, you would have to search for or listen really hard to find any price incentive.

Females choose healthcare providers for their family. Half of those females are turned off by price incentives offered by healthcare providers as the primary focus of their advertising. These females make up the top half of the dental market.

If you look at the subject of price, one can flip it around and begin to wonder if the market truly understands the value and benefit of what dental practices offer. If they did realize and understand the value and benefit of what the dental practice offers, wouldn't price be less important? Yes, of course, especially with the top half of the dental market.

With the top half of the dental market, what you have is almost pure ignorance. Price is the only known concern. They don't understand the benefits of today's dentistry. The only thing they do know to ask about is either the price, or if their insurance will cover their visit/treatment. Fill their minds with the value and benefit of today's dentistry (in your advertising and during the first phone call to your practice), and the importance of price fades very quickly.

How to mitigate the importance of price in your advertising

In your advertising, you first mitigate the importance of price by talking about it! But, you don't have to make a big deal about some new patient special. You mitigate price by letting your audience know other things about price. You are affordable for the whole family. You offer payment plans. You offer patient friendly financing. You are their advocates, and will do everything you can to maximize their dental insurance benefits. You invest in technology that allows you to find cavities earlier, to help them save money. You provide same day dentistry to save them time and money. There are literally dozens of ways to talk about price with the consumer, without being perceived as the bargain basement dentist, and in turn, turning off exactly the market segment you are going after - the top half.

Don't avoid talking about price. Just talk about price positively without coming across as the low cost provider in your market.

The next thing you do in your advertising to mitigate the importance of price, is to talk about the benefits of the dentistry you provide! Refocus the consumer. They simply do not know what you do. They really do think the dentistry performed today, is the same as the dentistry done 30 years ago. Fill the value void. If you fill the value void, the importance of price is replaced with the importance of the services, conveniences, and technologies you provide.

 

Why does everyone ask about price or insurance during their first phone call to your office?

The bottom half of the market is asking about price or insurance because that's all they really care about. Your chances of flipping them into a good quality new patient are slim. Many frogs, and the occasional prince.

The top half is asking you about price or their insurance coverage because that's all they know to ask. They don't know anything about the dentist, services, technology, or conveniences your practice offers - they ask about the only thing they know. A properly trained staff person answering that phone call will immediately begin talking up the dentist, the quality of the services, the technology, and the conveniences your practice offers.

Your advertising primes the pump. If your advertising is filling the value void (talking about reasons to choose you other than price), and your staff is also talking about the value of seeing you - you will attract more than your fair share of the top half of the dental market. When that happens, you begin moving toward your objective.

Let everyone else compete to be the cheapest dentist

There are 75,000,000 females in the US who are not going to choose the overt, lowest cost provider anyway (the top half of the market). It's funny, the more overt and cheaper the advertising appears, the more the top half of the market moves away from those dentists.

Mitigate their initial concern about price and their ignorance about the benefits of today's dentistry by proactively talking about how your practice helps them afford and save money. Then fill the value void with the benefits of choosing you as their dentist.

Watch what happens.

Next month we talk about the barrier of convenience. Too many of you "think" you are a convenient dental practice to choose. The barrier of convenience is typically a fairly easy one to mitigate. So, pay attention next month.

If any of you need us, just call 866.336.8237. We will be here for you.

Got questions? Want to learn more?   

You can reach Mark & Howie at:

Howie: mailto:whh@newpatientsinc.com

Mark: markd@newpatientsinc.com

Check out our latest dental marketing book

Dental Marketing - 13 How Can I Develop More Quality Patients?

New Patients, Inc.  
5935 Edmond Street Suite 105 
Las Vegas, NV 89118
Telephone: 866-336-8237    
Email:  info@newpatientsinc.com

Dental Marketing - 12 Do I Have to Be an NPI Client to Get Results?

New Patients, Inc.  
5935 Edmond Street Suite 105 
Las Vegas, NV 89118
Telephone: 866-336-8237    
Email:  info@newpatientsinc.com

Dental Marketing - 11 Why Have Some Promotions Worked In the Past and Then Faded?

New Patients, Inc.  
5935 Edmond Street Suite 105 
Las Vegas, NV 89118
Telephone: 866-336-8237    
Email:  info@newpatientsinc.com

Dental Marketing - New Patients, Inc.

New Patients, Inc. is a full service dental marketing company, exclusively for dentists. In short, dentists hire us to manage their marketing budgets. This makes perfect sense. Our clients focus on the patients in the chair. We focus on getting the right patients in the chair.

We have been promoting dentistry to the dental consumer since 1989. We provide dental marketing services to individual dentists all throughout the US & Canada.  

Our recommended dental practice marketing strategies are driven by real statistical result data from our own dental consumer testing (since 1989), along with independent consumer testing that we have paid for. We don’t put our client marketing budget at undue risk. As a company we risk our own money in the form of a consumer testing budget. We test compile, analyze, and then adjust our forward strategies based on statistical fact. Our dental marketing solutions are not grounded in theory or vague, general marketing beliefs. This provides our clients with real, quantifiable, dental practice growth.

You might be wondering what tools we use to generate new patients for our clients. The quick answer to that question is, all of them. We have deployed advertising for the purposes of attracting new dental patients in every conceivable promotion medium. We can attract dental patients internally through your own patient base. We can attract the right kind of new patients externally as well. We work in direct response mediums (mail), every form of print media imaginable, and all forms of mass media (radio, television, billboards, yellow pages, etc). Successful dental office marketing isn’t about doing one thing really well – it’s about doing everything really, really, really well.

Some dentists call us to find out if we do internet dental marketing. Of course we do. We have a world class internet division within our company. We handle everything from the initial website, to initial positioning, Search Engine 0ptimization, managing social media marketing, as well as producing our website video to improve website visitor conversion into new patient phone calls. Dental marketing online is an important piece of an overall marketing plan, but it is just a “piece” of the entire puzzle. Many of our clients like the fact that New Patients, Inc. can handle all of their needs, including their dental marketing online.

Some dentists believe we are dental marketing consultants. We do provide dental practice management services and advice, but not the services with which you are likely familiar. The perception of our company as a dental practice management company probably stems from our published dental marketing books (Unlimited New Patient Series), our dental continuing education events & courses (Marketing Summits), and the way we generally conduct business. New Patients, Inc. DOES work with many dental practice management consultants. Many refer their clients to us. But dental practice management consulting is not our business. Think of New Patients, Inc. as the company that dental practice management firms choose when their clients are in need of an effective new patient acquisition strategy and implementation. That’s where we come in. Dental practice management consultants typically do not do practice marketing and we do not provide traditional dental practice management services.

So, now you know more about New Patients, Inc! We are the company that you can start with, on something as simple as developing a dental logo. We can also be your dental office marketing partner for the rest of your career – no matter what the ultimate growth objective is for your practice.

We hope you find our website informative and useful. If there is anything we can do for you, please feel free to contact us.