Does Your Orthodontic Marketing Plan Deserve an Olympic Medal?

Opening Olympics ceremonies are seldom a lot of hobby to me. I quickly find myself flipping to another channel within a short period. If you have seen one 1/2 time wearing events (lights, song, fireworks), you’ve got to see them all. Fortunately, it wasn’t this time. Within the first 5 mins of the 2008 Olympic commencing ceremonies in Beijing, I was enthralled and watched the entire ceremony begin to finish, consisting of the parade of Olympic athletes and the torch lights. I turned, mesmerized in my seat. I failed to want it to end.

FFor weeks, the information media speculated media was speculating on a lavish commencing rite and Olympic event. China organized a presentation to the sector in the United States for seven years. However, no one predicted the volume of the grand display witnessed on global TV. The precision of the choreography and performers, the beauty of the costumes and set designs, and the extraordinary technological presentation within the stadium and throughout the fireworks show left me speechless. How can you describe such an event and do it justice without experiencing it yourself? As Bob Costa so aptly positioned it toward the program’s top… “Retire the award now! There will by no means be an Olympic Opening Ceremony like this ever once more!”

Olympic Medal

We all have expectancies with the entirety we experience in life. Our careers, families, youngsters, and even dining revel in at the new restaurant down the road. In our minds, we expect moments from beginning to finish, which are normally based on our reviews or the experiences of others. In their minds, they count on the outcome of the appointment and treatment. How that enjoyment seems is completely in your palms, your advertising plan, and the crew shipping of the project. Will you exceed, meet, or disappoint the expectations of your patients? Successful advertising- and marketing-savvy orthodontic practices usually appear ahead and exceed patients’ expectations. It is not exclusive when a new patient makes the first contact with your training. It is an ongoing and by no means-ending method; this is often tedious, however, never without praise.

You must first seize their interest to exceed affected person expectancies within the fast-changing, tech-savvy worldwide society nowadays. Converting new affected person starts, after which maintaining their lure in the course of remedy in a wonderful way is the important thing to practice success and attaining long-term advertising and marketing desires. Each patient/determine studies and evaluates five tiers of the treatment manner:

First Contact – Your first patient touch is not the cellphone. It is your internet site. Whether they got your call or are learning about other orthodontic treatment vendors in your vicinity, present-day generations browse for records. A good page rating of your internet site, a video on your private home web page to greet and interact with patients via contacting your workplace, and testimonials as verifiable proof of treatment know-how will set your internet site apart from regular presentation, making a traditional website high-quality.

Second Contact: Scheduling 1st Appointment – The ability to effortlessly schedule a brand new affected person exam is more important than ever earlier. Parents and grownup sufferers nowadays are the most overstressed and distracted generations. The potential to touch your workplace 24/7 through em through telephone at some point of the commercial enterprise day, especially during spoilage in spoilage hour, is predicted. An answering system during affected person-hours, for any cause… An inclusive lunch is unacceptable in their eyes. In many instances, operating dad and mom aren’t allowed to return calls. Your personnel is asked not to make or acquire private calls during affected person-hours. The identical is authentic for other employers. In a WIIFM (What’s in it for me) society, the potential or incapability to make touch can make or break personal relationships at the onset of remedy and at some stage in the entire patient manner.


New Patient Exam – Digital Imaging, digital radiography, and high-tech presentation software programs are income tools that a properly skilled TC and doctor can use to exceed the expectancies of new patients and the perceived fee of your treatment. Educate patients/parents on the blessings of being dealt with on your exercise vs. the functions of remedy that every other practice offers to construct relationships and increase conversion costs similarly.

Treatment – Your advertising efforts hold in full swing once sufferers begin remedy. Good customer service and remedy delivery, the potential to stay on time for scheduled appointments, deal with emergencies efficiently and on time, and complete treatments on time are “predicted” as part of your product transport. Meeting affected person expectancies will create word-of-mouth referrals. Exceeding their expectancies will create a word-of-mouth evangelist.

Post Treatment – After sufferers are disregarded, the vintage adage “Out of Sight…Out of Mind” after sufferers are shunned is no longer trouble with the virtual era. Interactive website services that hyperlink to affected person debts, consisting of Sesame Communications, provide the capacity to send periodic email pronounces and online newsletters to update your patients, both contemporary and past, on what’s new for your practice. Unless an affected person mainly asks to be removed from your listing, your internet site is your online portal to inexpensively sell your exercise indefinitely. This tool is invaluable for growing word-of-mouth referrals from happy sufferers/parents.

Finding a way through all of the advertising and marketing clutter and noise that surrounds us nowadays to draw attention and have interaction sufferers for your advertising and marketing message may be daunting. In the cutting-edge economic disaster and notably aggressive arena, it’s far tougher than ever to advertise a plan to empower and unite the desires of your practice. Reevaluate and update your written plan at least once a year. Review the program with your team to ensure that everyone on the team is on the same page and buys into the contemporary software. Everyone ought to realize:

Olympic medalists spend years gaining knowledge of their ability and technique, spending only some moments in competition and with no assurance of triumphing in a medal. Spectators most effectively witness the wearing occasion, not the grueling training and personal sacrifices athletes make to compete in this degree. The identical is authentic in orthodontics. Patients never consider the years of schooling, ongoing education, updating of treatment modalities to fulfill ultra-modern developments, and the backstage operations required by an orthodontic team to create stunning smiles. Working together as a synchronized crew to supply the most reliable care during each patient’s appointment, just as though it’s miles an Olympic occasion, will qualify you for an Olympic medal in orthodontic exercise success.

In the latest tech-savvy society, the “Rules of Marketing” have changed forever with the advent of the Internet and Social Networking. Unfortunately, maximum expert practices have not recognized the significance of updating their advertising plans to satisfy their cutting-edge target audience: GenX, GenY, and Global Tweens. Succeeding in any business environment today requires grabbing the attention of the most entrepreneurial and tech-pleasant generations in history. They also are the most overstressed and distracted demographics to this point. Failing to recognize and increase advertising strategies and processes that appeal to these generations in their non-public style, each in getting to know and records amassing can also be disastrous to many practices down the street.


Alcohol scholar. Bacon fan. Internetaholic. Beer geek. Thinker. Coffee advocate. Reader. Have a strong interest in consulting about teddy bears in Nigeria. Spent 2001-2004 promoting glue in Pensacola, FL. My current pet project is testing the market for salsa in Las Vegas, NV. In 2008 I was getting to know birdhouses worldwide. Spent 2002-2008 buying and selling easy-bake-ovens in Bethesda, MD. Spent 2002-2009 marketing country music in the financial sector.