Marketing, for most, is considered more of a mystery instead of a science. When it remains a mystery to us, it ultimately ends in wasted efforts, poor results, and tens of thousands of lost dollars. The good news is that it doesn’t have to remain a mystery. The goal of this book is to help dentists who are looking to demystify the dental marketing process, and those in need of more new patients, regardless of whether you are a marketing director for a current practice or a dentist yourself, a solo practitioner, or one in a group practice, or someone who is in-network with dental insurance companies or completely out of network with them.

Authors:

Dr. Phelps is an entrepreneur, general dentist, and an Amazon best-selling author who practices in Charlotte, NC. In his first 7 years of practice, he grew the revenue of his practices by a factor of 10X, going from 1 practice location to 4 locations.

A major part of this success was the Call Tracker ROI program he developed out of his own marketing needs and issues. In 2016 he launched Golden Goose Scheduling to help practices answer and schedule more new patient calls so they didn’t have to pay more in marketing money to get them. In 2016, out of 6000 dentists who were nominated across the US, Dr. Phelps was selected as the Doctor’s Choice National Dental award winner.

In addition, to being a Kolbe Certified Trainer, a key opinion leader to several large dental companies, and understanding how to get new patients in the door, Dr. Phelps is also an expert in the Science of Influence and Ethical Persuasion. He has studied under the Authority in this field, Dr. Robert Cialdini, and, out of the thousands of people who apply yearly, was one of only two selected and awarded the title of Cialdini Method Certified Trainer (CMCT).

Table of Contents:

INTRODUCTION.............................................................................................................................................1

PART 1 – ATTRACTING THE PATIENT’S ATTENTION.............................................................................................9

CHAPTER 1 – BUILDING YOUR BRAND: FOUR PRACTICE IDENTIFIERS  THAT MAKE UP YOUR BRAND.......................11

CHAPTER 2 – CLARIFY YOUR MESSAGE  .........................................................................................................17

CHAPTER 3 – DEFINE YOUR CALL TO ACTION..................................................................................................37

CHAPTER 4 – MAKE YOUR MARKETING MORE EFFECTIVE..................................................................................47

PART 2 – THE BASICS OF PATIENT MARKETING...............................................................................................67

CHAPTER 5 – EXTERNAL MARKETING.............................................................................................................69

CHAPTER 6 – INTERNAL MARKETING............................................................................................................123

CHAPTER 7 – GRASSROOTS AND OTHER MARKETING.....................................................................................155

CHAPTER 8 – TRACKING YOUR SUCCESS......................................................................................................187

PART 3 – TURNING A PROSPECT INTO A PATIENT...........................................................................................201

CHAPTER 9 – CONVERTING THEM ON THE TELEPHONE...................................................................................203

CHAPTER 10 – DECREASING COSTLY NO SHOWS...........................................................................................247

CHAPTER 11 – CONVERTING THEM AT THE CHAIR..........................................................................................259

PART 4 – THE PATIENT RELATIONSHIP...........................................................................................................295

CHAPTER 12 – CONFRONTING ATTRITION AND UNCERTAINTY...........................................................................297

CONCLUSION.............................................................................................................................................309

ACKNOWLEDGMENTS..................................................................................................................................313