Episode 86 – Foundational Pillars of Success: #7 Achieving Your Plan with Marketing

Marketing is a foundation of all modern dental practices. But your marketing needs vary and understanding your needs and business are key to effective strategies. Today, I’m going to talk about having a solid understanding of your business and a marketing strategy supports your long-term goals. I’ll also touch on marketing points you need to consider depending on where you are in your business cycle including:

  • Startups – PPO involvement and strategy for growth
  • Mid-stage – Narrowing your focus and growing your business
  • Late-stage – Securing your future with your practice’s value

EPISODE TRANSCRIPT

This is Episode 86. And I’m going to do a little bit of a continuation of building your plan through marketing. You know, you can sit around again and wait and hope that you’re going to reach your goals, and that you’re going to grow. But I think marketing plays a significant role in that.

And the thing that I look at is different phases of the dental practice, the early startup phase, the mid growth, or the mid area we have, we have categories of Productive Dentist Academy for someone who’s is planning on transitioning, but you know, so we have all of these different different methods and different recommendations for different stages.

But I want to kind of cover that kind of in an over overview and then go individually into those things. All of us need marketing in our business. Now, some, if you’re a PPO type practice, you’re actually doing marketing, you’re getting your new patients based upon an insurance contract. And that’s where your new patients come from. These patients are much more insurance driven. Your production per hour is can be affected by that, but doesn’t have to be. I’ve got doctors that still are doing $1,000 an hour in a PPO environment, they have to see a lot more patients and somebody who is in more of a fee for service model. But that doesn’t matter, you can still be productive per hour in pretty much any environment.

And so the startup practice, I’ve said before, I’m a Okay, with a five year plan with a five year startup plan that says I’m going to be involved in some preferred provider organizations. I’m also going to spend time getting out into my community, I want to create raving fans of my patients that live in my my area, so that they can tell their friends about my practice that may not have that insurance, and it may be a regular fee for service patient. I’m going to be involved in community activities I’m going to be in the you know Kiwanis club or the Optimist Club are these are part of a strategy of a start up practice.

Now. Most dentists you know, once they do that they you know, they stay involved with these groups in church, you know, you meet lots of people. So when you’re committed to opening up a business, you’re willing to do whatever it takes, and it’s important for you to do whatever it takes. So from a marketing perspective, you’re really not doing a ton of marketing except some internal marketing when you first open. And there’s other types of marketing. sponsoring a baseball team doing things like that to kind of get the word out and get your name out.

But many of your patients if you’re in the PPO environment are coming from the PPO. Now, if I was opening up a brand new practice, part of my budget would be I would have at least a 30% of my budget, going towards actual marketing for fee for service patients. I’ve told you the story about a dentist who said we don’t have any fee for service patients in our area. And this was a dentist who had been around for many years wrote a book on PPO dentistry and how to how to do it the best way you can and he said there are a fee for service patients Okay, and yet the next seminar I did there was A young female dentist three years out of school, same town, that was 100% fee for service and killing it.

So your perception is your reality, whatever you perceive to be, is your reality. And, you know, that’s why I’m always challenging. What do I think about this? How do I think about this? Why do I think this way? And is it true? And so I challenge you to do that, that the second part of this would be the, let’s just call it the mid range, you know, you’re doing well, you’re making more money than you thought you would make. And you’ve got kids and your coach and the baseball team, and you’re doing all kinds of fun stuff with family, hopefully. And you really don’t have a game plan, you know, you’re you’re making, like I say, make more money than you thought you would. But you’re really not intentional. You’re showing up to work, you generally enjoy it. And but you have different reasons for being there.

And so, from my perspective, this is where marketing can really start to play a role. But it’s where planning has to happen. If you’re in this phase, because a lot of dentists will go through that phase for a 10 year period, and then it plateaus. And then they’re coming to see as a productive dentists and what’s the matter? You know, I’m out here, my practice is just not growing. Well, usually, it’s based on our focus, what are we focusing on? Well, in the mid stage, we’ve got kids, we got family, we got a bunch of stuff going on. And we kind of lose focus, we’re making good money, we’re not hurting.

But we don’t look at our business as a business. And most dentists don’t do that. Anyway. So but this is the opportunity at this stage, to start to what do I love about dentistry? What procedures do I love? Is it time possibly to bring an associate on board, if it is, I want to make sure I’m totally saturated with all the things that I love to do. So that any new things are going to go towards the associate or I’m wanting to say, I’m not going to use a word specialized, but I’m wanting to do implant dentistry, more, I’m wanting to do lanap surgery, I’m wanting to do same day smiles, I’m really wanting to focus my practice in this area, what that will do for you, mid, you’re in your mid 30s, early 40s, what this is going to do for you is it’s going to by marketing correctly, you’re going to now grow your business, grow your productivity per hour, much higher than what it has been, you might have been at 600 an hour for a while and 600 an hour or 700 an hour, that’s a million dollar a year practice, you’re doing great, you’re better than 90% of the dentists out there.

But when you start to look at specific things, and you love doing them and you get interested in could be ortho could be whatever. Sleep apnea, once you go into that area, you’re going to find when you’re focusing in just this little bit narrower focus, your production per hour is going to double. And you’re now going to be able to work a little less.

That’s where your associate takes over all of the all of the the dentistry that you don’t like doing if you don’t like doing endo, you know they’re doing the endo, you find your associate based on the things that you know would complete your practice, if that makes sense. So, you want to bring in an associate like that. So this is in this mid range, this mid range timeframe, then what do you do? You know, now you’ve been in practice now and you’re getting into the later later times in your practice. You’ve been in practice for 30 years. And most dentists You know, I think it’s changing now because of the DSO kind of invasion into dentistry. But I think dentists start thinking a little bit earlier about their exit strategy, because they know that that’s available out there, they could always sell to a to a DSO, but if you do that, then you’re going to be tied into that practice for another four or five years.

You know, so the time to start thinking about your transition is when you start your business and you got to build this business sit down and draw out exactly what you want to do. And I you know, I looked at I looked at it okay, how do I want to how do I want to work? Well, I loved having associates I loved working in a group practice. So I would bring associates in some of those associates became partners. We grew the business and but it was all with intentional activity.

It was all things that we were intentionally doing to grow that business and my production per hour, you know, started out low, mid range, it got higher, then I got into my kind of my specialty phase. And it, it went way, way up. But what it allowed me to do during that time, being 45 years old, 46 years old, is now I’m working two days a week, but producing $2 million a year.

And I was able to do that the last 15 years of practice 16 years of practice. So but my associate, they weren’t producing that high number, but they are now. So in other words, this is a transition of a business from you as being the owner, to you as being the partner to you as to as being a grandfathered in and being able to work pretty much whenever you want to, if that’s what you choose to do. And, you know, marketing plays a huge role. A lot, a lot of the times, you know, we’ll talk about the PPO practices, and these offices stay in these PPO’s forever and ever.

And, you know, I just don’t understand it, because you’re writing off 30 to 40% of your of your fi so that you can see patience. And the truth is, I have some really, I don’t have great, great buddies of mine that I play golf with that, do you take so and so. So we take everything out of network. And trust me, it’s worth the extra dollars you’re spending to be out of network.

And I explained to him a little bit about why. And your practice is going to be that place, that if you have a perception of value, if people walk in and go, Wow, this is awesome. You know, they’re their treatment plans, they’re going to be more prepared to do more comprehensive dentistry. I think the environment that we get in when we’re planning, you know, plan our year is, you know, we’re planning based on where we’re at today. Well, that’s not really planning that’s just kind of rolling with the flow. And what I’m telling you is plan, you’ve got 10 PPS, if you’re doing and you want to look at dropping a couple, evaluate that that’s what we do at productive dentist Academy, we help you figure out these are the ones you want to kind of work down.

Chad Johnson, one of our faculty, I mean, he has just completely gone off all of his, all his plans, and his production per hour has double. And his marketing plans have gotten his marketing has gotten extremely good. And there are plenty of fee for service patients out there. And there plenty of people that are older than 65 that don’t have any insurance at all. So there are lots of things out there that I want you to think about. But the the operative word there is to think about, don’t just go through the motions, don’t just go through, don’t just go through your practice life because what you’re going to find is it’s going to go pretty quick.

So I challenge you to, you know, to get your team on board with your thought process your dreams of your business.

It’s really hard. Like I’ve said before, being a great boss when you don’t understand your business. And I was the worst until I understood my business. And now I’m I feel like I’m able to help people and and when I say help people, I’m helping my team. Because my team is not just my team. It’s my family. It’s not just my family, it’s they have kids, they have spouses, and when they’re successful, all of us are successful as a team. So I like to think that way. It’s been it’s been a great ride. So anyway, I want you to think differently.

 

Build your plan, you know with marketing. And next I’m going to talk about marketing in itself and what what things you should look at along those lines. So hope everything’s good. Stay safe. Look at it, look us up on Spotify, and and and get your friends to start listening. You can always send them one of our episodes if you enjoy it. And we’d love to continue to spread the word.

Have a great experience with PDA recently?

Leave a Review

Menu
Need help?
Accessibility
Accessibility Options
Accessibility On Our Website

We are committed to continuously improving access to our goods and services by individuals with disabilities. If you are unable to use any aspect of this website because of a disability, please call (800) 757-6077 and we will provide you with prompt personalized assistance.

If you have trouble seeing web pages, the US Social Security Administration offers these tips for optimizing your computer and browser to improve your online experience.

If you are looking for mouse and keyboard alternatives, speech recognition software such as Dragon Naturally Speaking may help you navigate web pages and online services. This software allows the user to move focus around a web page or application screen through voice controls.

If you are deaf or hard of hearing, there are several accessibility features available to you.

Closed Captioning
Closed captioning provides a transcript for the audio track of a video presentation that is synchronized with the video and audio tracks. Captions are generally visually displayed over the video, which benefits people who are deaf and hard of hearing, and anyone who cannot hear the audio due to noisy environments. Most of our website’s video content includes automated captions. Learn how to turn captioning on and off in YouTube.

Volume Controls
Your computer, tablet, or mobile device has volume control features. Each video and audio service has its own additional volume controls. Try adjusting both your device’s volume controls and your media players’ volume controls to optimize your listening experience.

Read More About Accessibility and Why It Matters

Appointments
Need help?

Oops! We could not locate your form.

Do not include sensitive personal, financial, or other confidential information (Social Security, account number, login, passwords, etc.). This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Helpful Resources

Below are links you may find helpful when scheduling an appointment with us.

Notifications
Podcasts

Episode 213 – Requested Replay: The Waiting is the Hardest Part

“You’re not doing your patients any favors because their...

Episode 213 – Requested Replay: The Waiting is the Hardest Part (featured image)

Episode 239 – From Good to Great

“I’ve found ways to become free.” ~Dr. Chad Johnson Discover...

Episode 239 – From Good to Great (featured image)

Episode 116 – Requested Replay: Creating Patient Connections

In this episode of the Investment Grade Practices podcast, we invite...

Episode 116 – Requested Replay: Creating Patient Connections (featured image)
In the Press

I’ve Arrived: From $100 in the Bank to Generational Wealth in Less Than 3 Years.

from Dental Entrepreneur – Winter 2023 By Dr. Maggie Augustyn...

I’ve Arrived: From $100 in the Bank to Generational Wealth in Less Than 3 Years. (featured image)
From Our Blog

Free Case Study PDF: Results That Speak For Themselves

Dentistry is tough–you deserve support. But hiring a consultant can...

Free Case Study PDF: Results That Speak For Themselves (featured image)
Follow Us On Social Media

Facebook

Stay informed on updates and upcoming events from our office.

LinkedIn

Connect and learn more about Productive Dentist Academy.

YouTube

Subscribe to our YouTube channel.

Instagram

View fun photos and follow our team on Instagram.

Your Privacy
Privacy Policy

This privacy notice discloses our privacy practices and the use of Google Analytics 4(GA4), an analytic advertising feature. This privacy notice applies solely to information collected by this website and the GA4 platform. It will notify you of the following:

  1. What personally identifiable information is collected from you through the website and GA4 platform, how it is used, and with whom it may be shared.
  2. The choices available to you regarding the use of your data.
  3. The security procedures in place to protect the misuse of your information.
  4. How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

While Productive Dentist Academy is the primary data controller, Google, in the context of providing Google Analytics service, acts as a data processor. We use Google Analytics 4, a widely recognized web analytics service provided by Google, Inc., to track user interactions and gather data for advertising purposes. As a third-party vendor, Google Analytics operates independently and maintains its own privacy policy, which can be found at https://policies.google.com/privacy. We carefully select our third-party vendors for their commitment to user privacy and adherence to data protection standards. As part of our ongoing commitment to your privacy, we implement measures to ensure that services like GA4 comply with our high standards of data protection.

GA4 collects certain personally identifiable information from you as you interact with our website. This information includes but is not limited to your device ID, IP address, and geographic location. The information collected through GA4 is used to analyze user behavior, optimize our website’s performance, and tailor our content to better serve your needs. This data is compiled and anonymized, ensuring that it cannot be linked back to individual users.

Please note that GA4 may share the information collected with Google and other third-party service providers to enable data processing and reporting on website usage. However, we will not sell, rent, or share your information, especially your personally identifiable information, with any third party outside of our organization.

Your Access to and Control Over Information

You have certain rights regarding the data collected by GA4. You have the right to do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.

In addition to opting out of any future communications from us at any time, you may also opt out of the GA4 feature if you so choose. You can opt out of the GA4 Advertising Features we use through Ads Settings, Ad Settings for mobile apps, or through the NAI’s. This link points to Google Analytics’ currently available opt-outs for the web https://tools.google.com/dlpage/gaoptout/ 

Security

We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline. GA4 also follows industry best practices to protect your data both online and offline.

To ensure data protection while we are using GA4, we are implementing additional security measures that include and are not limited to:

  • limiting data access, 
  • using secure protocols, 
  • managing data sharing with Google

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

Contact Us

If you have any concerns about the use of GA4 or believe that we are not abiding by this privacy policy, please contact us immediately. We are committed to addressing any privacy-related issues promptly and transparently.

By using our website and consenting to the use of GA4, you acknowledge and agree to the data collection and processing practices described in this notice. For more information about GA4 and its privacy practices, please review Google’s Privacy Policy on this link https://policies.google.com/privacy.

If you feel that we are not abiding by this privacy policy, you should contact us immediately.

Read More About Our Privacy Policy and Why It Matters

Terms of Service
Terms of Service

Entering this site or the links accessible through this site, you agree to be bound by this agreement. The information and the resources contained on and accessible through this site are made available by Productive Dentist Academy and/or its suppliers and vendors, and are subject to your agreement to their terms and conditions.

All contents copyright (c) Productive Dentist Academy

All rights reserved, Productive Dentist Academy makes this website available to all users for the sole purpose of providing educational information on health-related issues.

The accuracy of website, information, and resources identified are not warranted or guaranteed, or intended to be a substitute for professional health advice, to contradict health advice given, or for health care of any kind.

Your use of this website indicates your agreement to be bound by the Terms of Use and you expressly agree to be bound to the foregoing terms and conditions.

All materials on this website, including the site’s design, layout, and organization, are owned and copyrighted by Productive Dentist Academy, or its suppliers or vendors, and are protected by U.S. and international copyrights.

Material on this site may be used for personal use only. Commercial use of any sort is strictly prohibited.

Use of Resources & Information
This site may not be used as a supplement or alternative for health care, and is not intended and does not warrant or guarantee the quality or quantity of any services of any of the advertisers identified; further, the information provided is merely for educational purposes, and its accuracy is not guaranteed. Do not use this site as a substitute for health care. Please consult with your doctor or other health care provider regarding any health questions you may have. This site may not be used for health diagnosis or treatment. Do not use this site to disregard any health advice, nor to delay seeking health advice, because of something you read or see in this site.

You understand and agree that neither Productive Dentist Academy nor its suppliers or vendors or linked domain names are responsible or liable for any claim, loss, or damage of any kind, directly or indirectly resulting from your use of this site or the information or the resources contained on or accessible through it.

Productive Dentist Academy expressly disclaims any implied warranty or representation about the information or accuracy, relevance, completeness, timeliness or appropriateness for any particular purpose of any kind. Your use of this site is also subject to all additional disclaimers that may appear throughout the site.

Other Internet Sites Links
This site also includes links to other internet sites created and maintained by Productive Dentist Academy’s suppliers, vendors, affiliates, or subscribers. Be aware that Productive Dentist Academy does not control, makes no guarantees about, and disclaims any express or implied representations or warranties about the accuracy, relevance, completeness, timeliness or appropriateness for a particular purpose of the information or the resources contained on these or any other internet sites.

Further, the inclusion of these links is merely for your convenience and is not intended and does not reflect Productive Dentist Academy’s opinion on the accuracy or the importance of these other sites; further, Productive Dentist Academy does not endorse in any manner any of the views expressed in, or products or services offered by these other sites. All information in any site by Productive Dentist Academy, or associated or linked site, is extracted, read, used, or relied upon by you at your own risk.

Disclaimer of Warranty
Productive Dentist Academy and its suppliers and vendors disclaim all express or implied representations or warranties regarding the information, services, products, materials, and any other resources contained on or accessible through this site, including without limitation any implied warranties of merchantability or fitness for a particular purpose. All information provided by Productive Dentist Academy is made available “as is” and “as available” without warranty of any kind, or any express or implied promise, including, by way of example, its continuing availability.

Limitation of Liability
With respect to products, goods, or services purchased from any entity identified, listed, named or contacted through Productive Dentist Academy’s website, or any links to Productive Dentist Academy’s website, to the maximum extent permitted by applicable law, in no event shall Productive Dentist Academy or its suppliers or vendors be liable for any direct, indirect, special, punitive, incidental, exemplary, contractual, or consequential damages, or any damages whatsoever of any kind, resulting from any loss, which by way of example, includes loss of use, loss of data, loss of profits, business interruption, litigation, or any other pecuniary loss, whether based on breach of contract, tort (including negligence), product liability, or otherwise, arising out of or in any way connected with the use or performance of this site, with the delay or inability to use this site, or with the provision of or failure to make available any information, services, products, materials, or other resources contained on or accessible through this site, even if advised of the possibility of such damages.

You acknowledge and agree that the limitations set forth above are elements of this agreement, and that this site would not be provided to you absent such limitations.

Indemnification
You agree to indemnify, defend, and hold harmless Productive Dentist Academy and its suppliers and vendors from any liability, loss, claim, and expense (including reasonable attorneys’ fees) related to your violation of this agreement or use of this site in any manner. Your use of this site shall constitute your acceptance of the terms of this Agreement, as revised and modified, if any, each time you access this site. Productive Dentist Academy may modify this agreement at any time, and such modifications shall be effective immediately upon posting of the modified agreement.

Miscellaneous
Productive Dentist Academy’s failure to insist upon strict enforcement of any provision(s) of this agreement shall not be construed as a waiver of any provision or right.

This agreement and the resolution of any dispute related to this agreement or this site shall be governed by and construed in accordance with the laws of the State of Washington, without giving effect to any principles or conflicts of law. Any legal action or proceeding between Productive Dentist Academy or its links, suppliers or vendors and you related to this agreement or this site shall be brought exclusively in a state or federal court of competent jurisdiction sitting in Skagit County, Washington.

Copyright
All materials on this website, including the site’s design, layout, and organization, are owned and copyrighted by Productive Dentist Academy or its suppliers or vendors, and are protected by U.S. and international copyrights.

Links
This site contains links to other sites. Productive Dentist Academy is not responsible for the privacy practices of other sites that are linked to us.

Questions
Should you have any questions or concerns regarding Productive Dentist Academy’s Privacy Policy and Terms of Use, please contact us.

Read More About Our Terms of Service and Why It Matters

Search
Search the Website

Use keywords in the search box below to find what you're looking for.

Go to the Top of the Page