Walter Hailey & Steve Anderson talk about...
If you’ve been to Dental Boot Kamp, you’ll remember the 15X system, which says that 20% of your target market will do business with you after they’ve heard about you 4 times. 50% by the 8th time and 90% by the 15th time. It takes a lot of repetition to get people to take action.
Public relations is part of the 15X system. Each contact the patient has with your name counts as one of the 15X impressions. After enough contacts by the press and your other marketing efforts, they are ready to come to your practice and they will be more prepared to day “Yes” to total treatment.
News stories can be used over and over again as preheat. They can be framed and hung on the wall, sent out to new patients and various other ways. In fact, if you’ve been to Dental Boot Kamp, you will remember that preheat is what your patients find out about you from third party credible sources like the local press.
You can extend the lifetime and value of your public relations stories by making copies of articles, pictures and awards and placing them in frames on your reception room walls, in photo albums on your reception room table and as additional information that perhaps could be sent out to new patients before they come in for their first appointment.
You see, people are always looking for credible proof that they’ve made the right decision in choosing you as their dental health care provider. Any evidence showing you featured in the local press recently or in the past is the kind of proof they are looking for.
Dr. Jeff Gray, a Crown Council member in San Diego CA says “When you walk into our office, you’re going to see a nicely mounted frame, about five or six feet wide, about five or six feet high, with a lot of articles and pictures on it. When patients walk into the office that is without a doubt the first place they will go. They’ll just stand and read 15 or 20 articles up on the wall.”
Most offices have a few framed diplomas or something like that and patients think, “Well, I’m glad he went to school.” But Jeff says “When they read one of our articles that’s usually what they will ask us about when they’re in the chair. Also, what we usually do is make a nice copy of the article and send it out in our newsletter. We’ll say “In case you missed this story in the newspaper, here is a copy of the article which came out last month. We thought you might be interested.”
So remember, repetition is the key to 15X. Make sure the press is writing articles about your practice and make sure your patients are exposed to the articles over and over again. The sooner you get them to 15 exposures, the sooner you’ll have 90% of them sitting in your chair.
If you would like to learn more about Dental Boot Kamp (www.dentalbootkamp.com) or the Crown Council (www.crowncouncil.com) contact gregs@dentalsuccess.net or call 800-460-3838 x106.
