Marketing is More Successful When the Team Can Sell
Dental accountants can’t be faulted for seeing the numbers as they are. If the practice is spending 10X on marketing and only generating 8X in production dollars, then something is broken. It’s easy to assume the marketing campaign is the problem and to advise a reduction in spending.
The problem is that a 2X reduction in marketing spend could mean a 4X drop in production dollars. A wise accountant will identify the imbalance and tell the dentist to look at the entire process involved in turning a patient inquiry into treatment dollars.
Yes, the marketing campaign is the start of the process. If the campaign is not generating patient inquiries, you’ve found the problem. However, if patient inquiries are coming in but the schedule is not filling up, you have to look at the team’s ability to sell dentistry.
The most successful practices have a team that is skilled at identifying patient needs and selling the best treatment plan for solving all of those needs. Payroll is a huge line item in the budget. If the team’s only understood responsibility is checking patients in and assisting the doctor, then that leaves the dentist to do the selling.
A good dental accountant can help dentists see the problem and advise some next steps such as replacing underperforming team members or hiring a consultant who understands good treatment plan presentation.