Marketing implant dentistry : attract and influence patients to accept your dental implant treatment plan

189 Pages·2015·5.27 MB·English

Marketing implant dentistry
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To my wife Sandra, and children Morgan and Myles. Thank you for your patience
and unwavering support of this project. To my father Walter Hines, Sr. and
late mother Fay Hines, thank you for the positive examples and countless
sacrifices you made so that I may spread my wings and fly. To my brother
Dr. Daniel Hines who gave me my first job in dentistry.
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Marketing implant
dentistry
Attract and influence patients
to accept your dental implant
treatment plan
Marcus Hines
Director, Full Arch Solutions
BioHorizons Implant Systems, Inc.
Birmingham, AL, USA
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Copyright © 2016 by John Wiley & Sons, Inc. All rights reserved
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Library of Congress Cataloging‐in‐Publication Data:
Hines, Marcus, author.
Marketing implant dentistry : attract and influence patients to accept your dental implant treatment
plan / Marcus Hines.
p. ; cm.
Includes bibliographical references and index.
ISBN 978-1-119-11451-2 (cloth)
I. Title.
[DNLM: 1. Dental Implantation–economics. 2. Marketing of Health Services–methods.
3. Audiovisual Aids–standards. 4. Dental Implants–economics. 5. Internet–standards. WU 640]
RK667.I45
617.6’9300688–dc23
2015018035
Cover image: Front cover illustration: Leonard Morgan.
Background illustration: designed by Freepik.com
Set in 10.5/13.5pt Meridien by SPi Global, Pondicherry, India
1 2016
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Contents
Foreword viii
Introduction x
1 Visual aids and verbal skills 1
Physicians make great use of visual aids 2
Better to show empathy, not sympathy 2
Implants are worth more than replacing missing teeth 4
Everything begins with asking the right questions 4
The power of visual aids 6
Verbal skills 11
Work out the financials 13
Dental implant models 16
Elevator pitch 18
Could it be that your case presentation just sucks? 19
Implant animations 20
Leveraging your auxiliary staff for animation demos 23
Summary 24
2 Patient education seminars 25
Lasik eye surgery education seminars 26
Using patient education seminars to attract dental
implant patients 27
Seminar location 28
The presentation 30
The body of your presentation 34
Presentation conclusion 43
The postpresentation process 45
Advertising your patient education seminars 47
Summary 49
3 Partnering with physicians for dental implants 51
A physician’s endorsement of you could be priceless 52
Speak in a language the physician understands 53
Unconventional methods can lead to extraordinary results 55
v
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vi Contents
Targeting endocrinologists and orthopedic surgeons
for patient referrals 56
Targeting the gastroenterologist doctors 58
Targeting otolaryngologists (aka ENT doctors) 61
Targeting plastic surgeons for patient referrals 63
Targeting obstetrician and gynecologists (OB/GYN) 64
Other healthcare providers to target 65
Keep your expectations realistic 67
Physicians need dental implants too 68
Comarketing efforts 69
Summary 70
4 Marketing full‐arch implant dentistry in your practice 71
Tissue‐borne dentures: The short‐term solution 73
Targeting your denture wearers first 75
Face‐to‐face with the denture patient 77
Immediate load/immediate function 79
Targeting removable partial denture and fixed partial
denture patients for immediate load 81
Presenting the treatment plan for immediate load 81
The failing partial‐denture: Post‐op
examination discussion 82
Consultation with the immediate‐load candidate 87
Making financial arrangements 95
Establish goals for immediate‐load production 96
Summary 97
5 Implant marketing for the surgical specialist 98
Who moved my implant? 99
Meeting the needs of restorative doctor 100
Sharing case reports with restorative doctors 103
Edentulous patient implant study group 105
Target your top two to five referral sources’ patient base 112
Patients and professionals are used
to direct‐to‐consumer advertising 114
You too should go direct to consumer 115
Strategies for going direct to consumer 116
The prosthodontist specialty 118
Role of an implant coordinator 120
Expand your geographical range 122
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Contents vii
Reducing clinical limitations is crucial 123
Summary 126
6 Database marketing 128
Automate your data entry as much as possible 130
Querying your removable partial‐denture patients
for in‐depth insight 131
Collecting the right data through patient surveys is crucial 133
How you structure your survey is important 135
SurveyMonkey.com: Use it! 135
Tailor your marketing efforts to match your research findings 136
Automate your marketing correspondence 137
Define your missing teeth demographics 138
The numbers don’t lie 140
Build rapport year‐round 141
Target each demographic in your database for implants 142
Reactivate your inactive patients 143
Drop your buckets where you are 144
Summary 145
7 Internet presence 146
Website 147
YouTube 150
Google Adwords 152
Landing page (or squeeze page) 153
Social media 154
Rating sites 163
Summary 164
Works cited 165
Index 167
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Foreword
Talented clinicians have realized that there are a group of patients
who should have been premier implant patients in their practices.
This is often based on the car the patient drives, the community
they live in, their children’s private education, vacation homes, and
the like.
Unfortunately, many of these patients refuse the implant options
presented to them, or even seek implant treatment at treatment cen-
ters that may market well, but do not necessarily provide the highest
level of care.
The question becomes, “Why do patients refuse implant treatment
plans due to ‘financial reasons’ or seek treatment elsewhere?”
Implant treatment is a value‐based service. Success comes from
combining high levels of clinical expertise with the ability to commu-
nicate not only a complex process but also the value to the patient that
comes along with receiving treatment at your practice.
Established clinicians should not ignore the importance of solid
internal marketing. A typical practice’s existing patient population can
be one of the most reliable sources of generating new implant cases for
any practice.
Most offices don’t maximize their own abundant database of
patients with missing teeth. Marketing Implant Dentistry offers different
internal marketing approaches, which can be utilized by doctors to
bring more implant patients to their practices and increase case
acceptance.
Described methodologies related to running an implant study club
can be used by surgical specialists to expand the size of their existing
implant practices in an effective and consistent manner.
I’m very excited about Marketing Implant Dentistry by Marcus Hines.
I fully believe that the implant practice marketing model described in
this book will help fellow practitioners to take their implant practices
viii
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