Failure to Prepare is Preparing to Fail
Business consulting is beyond our scope of services at Pro Impressions Marketing, but we can tell you that dental offices that offer all the things without a focus can tend to struggle. It’s foolish to invest in training, technology, and marketing of a service if the rest of the systems needed to sell the new service aren’t there. At best, in those doomed scenarios, you’ll blow up your front office team with leads that will never come to fruition
First, ensure the new service aligns with your brand to avoid that. Don’t force if it’s a square peg and your practice is a round hole. It won’t go well. For example, practices with a cosmetic focus that suddenly launch a sleep marketing campaign don’t do as well at adding dental sleep as holistic or TMJ practices because it’s harder for the patient to connect the dots. Sleep looks like an oddball on the website, and because it’s less in alignment with the interests that brought people into the cosmetic office, it can be a tough sell for the team.
Speaking of which, preparing the team for the launch is critical. They have to be experts in the service, even if they aren’t the ones offering it because the entire team should be ready to ask patients about the service if they encounter an opportunity. For example, if the hygienist greets a patient, and the patient says, “Ugh, I’m okay, I guess. I’m just tired.” If the hygienist were prepared for the sleep apnea treatment service launch, their ears would perk up. They would know how to talk to the patient about daytime sleepiness being abnormal. They would automatically ask why the patient was tired and continue the conversation with something like, “Well, did you know that we are now able to help patients sleep better with a simple oral appliance?”
The team’s preparation will look different depending on the practice and service, but it could look like team training sessions outside the office, shutting down the office for an hour or two a day to do team training in-office, watching videos together, and conducting brainstorming and role-playing sessions. Cap it all off with some goal-setting tied to team reward, and you’ll be much more likely to reel in new patients when you get a bite rather than having the opportunities slip off the hook.
After you’ve considered whether or not the service fits your practice’s goals and your passion for treatment, and you’ve prepared the team to help with the internal sales effort, you still have some due diligence to do before you buy that shiny new piece of equipment or invest in continuing dental education.