New patient marketing is all about finding clients that will bring repeat business, refer their friends and family, and basically spread good vibes about you to the surrounding community. But lately the social coupon craze has poured mud into the water, causing consumers and business owners alike to lose sight of these goals. The result is second-class service that most customers begrudgingly accept because, well, it’s a DEAL!

A few months ago I purchased one of these group coupons for 60 percent off of a full auto detail from a local car wash. Not only was I disappointed with the way I was treated once I redeemed my voucher, I realized that dentists often get stuck by the same traps that caught our car wash business owner when offering any sort of discount.

Rule 1: You should treat Groupon patients the same as your regular patients.

Two weeks ago I left my second voice mail message at the detailing center. The first phone call was never returned the week previous, but this time the owner called me back immediately. Maybe this was going to work out after all. Yes, he could reserve an appointment for me on the day I asked, but because a lot of people are trying to use their vouchers before they expire, he says the only time he can see me is for an early morning drop off. Not a problem.

So last Friday I drop the car off without incident. The owner assures me that the service will be superb, and I am like, hey, maybe these social coupon deals are worth my time. What a way to “kick the tires” and make sure that a business meets my needs, right?

Right? Ehh, not so much. Basically I got a $70 detailing for $70. If I’d paid the regular price of $179 and they’d called what they did to my car “detailing” I would have made them stay there another hour to go back over all the idiotic things that were missed, with me glaring over them for the inconvenience. And maybe I’d even ask for a HUGE discount.

But I was a pre-pay with my coupon. Instead, it was all I could do to get the heck out of there as quickly as I could. Don’t look back. And don’t go back.

Rule 2: Remember who you are trying to attract.

Out of the 150 auto detailing deals that were purchased during the offer period, only four were in the local area, according to the owner, and he seemed to think that those that traveled out of their way to visit his shop weren’t likely to come back. And then… as one of the four that lived locally, I got treated like one of the out-of-towners! Sheesh.

Not only do you want your marketing efforts to attract more repeat customers than one-timers, when you do have a “keeper” you need to make sure that they value not only your coupon offer but that they can see your Big Picture. In other words, why you signed on to be a Coupon Dentist in the first place. Many patients are hungry to understand your practice philosophy and your ethics. Make sure that you don’t compromise either when you decide to participate in a Daily Deal.

Rule 3: Create an offer with No Regrets.

The worst thing you can do is to go upside-down on a social coupon deal, where it actually costs you money to fulfill an offer. Forget prophys because of the perio thing – you don’t want to gnaw off more than you can occlusally manipulate. But then again, if you don’t make your deal enticing enough you won’t get anyone to purchase it.

You also have to be careful with the cuts you agree to share with the various coupon aggregators, and that you’re not ending up with the super-short end of the stick.

Above all, you don’t want your offer to be a Cheapie Freebie. Whitening kits are notorious for post-coupon exasperation in the dental practice. Take the whitening kit and run, say most of the Deal of the Day playbooks.

My suggestion for a Dental Deal that will attract new patients, enthuse your existing client base, and give your dental team a skip in their step, without tying up valuable chair time? Why not offer something that isn’t even dentistry? Try offering digital smile makeover photo shoots.

Maybe the offer reads like this:

“You want to look like a million bucks, but your teeth might be knocking a few zeroes off that last photo session. The smile designers at Dr. Chill’s Dental Practice can bring Photoshop magic to your mouth with this personalized production starring you and your potential.
What you’ll get (a $50 value):

 • A one-on-one review of your ideas for smile enhancement
• A 30 minute shoot at our own photo studio
• High-resolution professional headshots, including minor retouching and the smile design of your choice, emailed to you

And be prepared to change your LinkedIn photo soon.”

So you charge a small sum for this, say $15. Hopefully the coupon websites will let you do something for this low.  And even though you’ve heard this so much that it’s probably a cliche’ to you by now, keep in mind the most important rule of all:

Rule 4: Under-promise and over-deliver.

The bottom line is that you want to give buyers a reason to become patients.

You can make fun of yourself in your ad copy when you mention that you also want a person to come back as a dental patient. Because that’s like, duh. But you can’t say that “you’ll love us so much that you’ll want to get all that dental work done.” Whatever.

Or you can emphasize how at-home patients will feel in your practice if you have that sort of relaxed environment.  Send each purchaser a note about your practice before they redeem their coupons. But no baiting and switching with high-pressure sales pitches. Keep it real, keep it caring, and most importantly, build a relationship with each person that comes in with the coupon. Everyone knows that it costs money to get dental work done. You just want to be sure that patients have your number when they’re ready to commit.

Think of this deal that you’re building in the same way that you think of magazines. The only reason that publishers let a magazine subscription go out for $12 per year is to create value in the mind of the subscriber (who reads free trade magazines cover to cover? no offense, PennWell publishing!) The real dollars come from the ad revenue, of course.

In that sense, your Groupon (or LivingSocial deal, or whatever program you use) can provide a photo service that professionals are looking for to enhance their online profiles, while at the same time creating low-cost marketing for you that is all about WBID: Warm Bodies In the Door.

And those warm bodies won’t care how much you know how to fix their mouths until they know how much you care*. Sometimes it’s just that simple.

*thank you to Linda Zdanowicz for her dental blog tagline that I tried to paraphrase to fit this article.

by Trish Walraven

This Good Friday is quite the contemplative one, blending the best of tree-hugging and cross-hugging in one wonderful day off of work for most of us.

So when I got a notice in my email box from Hu-Friedy in celebration of Earth Day today, I immediately made the phone call to get our practice started up on the Environdent program. Heaven knows our junk drawer is hard to open, with all the broken cavitron scaler inserts, bladeless curettes, explorers with gnarled tips, bald probes and scratched-up mouth mirrors. It’s a vast nubby world in there, but the hoarder in me just wouldn’t let any of it go, just in case American Pickers made a visit to our office.

Now that I’m signed up, Hu-Friedy’s going to send a bunch of boxes so that I can make our junk drawer look more nice and neat, like the one in their line drawing below. <!>

This is how the Environdent program works:

And HA! I’m going to get a pretty good deal for all that hoarding. For every 12 instruments that we send them to be recycled, we’ll earn one free Hu-Friedy instrument of our choice. When you look at our drawer, that means we’ll be able to get enough explorers to last about ten years.

You too? Well then give them a call next week (they were nice and let everyone go home early so don’t call today) and get your office set up on the Environdent program. For over 15 years Hu-Friedy has been recycling over three tons of surgical steel every year. Request your free Environdent kit at 1-800-HU-FRIEDY (1-800-483-7433), and feel good this Earth Day for keeping stuff out of the landfills, for justifying your obsessions, or for simply being a tightwad.

Didja Know? Hu-Friedy was founded by Austrian immigrant Hugo Friedman in 1908, whose grandson still owns the company today. So Happy Passover to everyone as well!

by Eva Watson

It’s a frustrating time to be a Dental Hygienist nowadays, from an RDH point of view. The lack of job opportunities, discourse over the creation of the Advanced Dental Hygiene Practitioner, and the selling-of-dentistry creed that owners want hygienists to adopt has produced enormous conflicts between dentists and hygienists. And it seems to be getting worse.

The issue appears to be about two things: money and control. That’s my opinion. If others in each field happen to agree with these views, let’s explore further.

As dental health professionals, what can we do to ease the burden of these two issues? How can we find common ground and move beyond the derision and animosity? I respectfully suggest:

NERF Dart Tag NDTL Strikefire Value Pack/ Fight-To-The-Death Match!

Hygienists: Talk about fire power! Well, I mean, they’re darts, but, oh! What foamy NERF fire power!
Dentists: It’s a VALUE pack. You will benefit from this monetarily… if your hygienist doesn’t dart the crud out of you first. Whee!

Mandatory Overtime Marshmallow Blaster Operatory Raids

Soft, sweet, and fat-free, hygienists and dentists may find the shooting of squishy, cylindrically-shaped goodies a much needed physical and mental release from the constant day-to-day fight for control, respect, and reduced overhead. Thank you, thinkgeek.com. I’m forever in awe of your geekdom.

Star Wars: The Clone Wars Lightsaber Duels (Wii) for Ultimate Dental Supremacy

Dentists: you automatically have to be the villain, but don’t worry. You can choose General Grievous, Count Dooku, or Anakin Skywalker. I would select General Grievous myself just because he was so very bad and evil.

Hygienists: I expect you to choose Yoda because he packed much wallop, was very wise, and had lots of experience behind him. The choice is yours, of course.

There are many ways in which to find balance between dentists and hygienists. I’m certain one day we will all work together in harmony.

Actually, William Shatner has nothing to do with dentistry. And that’s a good thing.

The familiarity with Priceline’s marketing is a good place to start, though. Mix in a few thousand medical and dental professionals who are willing to try a similar technique to improve their new patient flow and you’ve got a website called PriceDoc.

For an average of about $50 per month for a spot on the PriceDoc website, you can give percentage discounts, allow patients to negotiate for prices, or simply state your fee for specific procedures. Like a porcelain crown. Can you imagine someone on the internet seeing that your crown fee is less than the other dentist down the street, and then coming to you instead, and paying cash?

Or if you put the shoe on the other foot, have you tried shopping for that gall bladder surgery that you’ve been needing for a while?

PriceDoc went national about six months ago, and has yet to post any impressive procedure price wars between healthcare providers. There’s also no way to know if a dentist is as good as they say they are on their advertisement, so it’s difficult to predict whether or not this type of marketing will appeal to those dentists who value quality care over production quotas. Currently the only requirement for setting up a provider account is a credit card.

It’s a great idea in concept, especially for patients without insurance and dentists that prefer consumer-driven care instead of insurance-dictated treatment. If enough healers are ready to take a leap of faith, PriceDoc may become a force that changes healthcare forever.

__________

In the meantime, consumers already have the ability to price out the average cost of many common dental procedures without having to compare dentists’ fees directly. The website Healthcare Blue Book offers suggestions based on a patient’s zip code, and even recommends taking a printout of the “fair cash price” to your office when an estimate is presented for anticipated dental work. Blue Book prices are generally above standard insurance contract rates, and considered fair compensation for cash-paying patients.

Patients should probably be glad, though, that dentists can’t use the Blue Book in reverse to judge the condition of a person’s mouth beforehand.