Continuing our series on promoting niche dentistry, we go over six month smiles and Invisalign marketing. What message do you send? Who is your target market? Why? In this episode, we show you how to communicate these services and give tips on executing these campaigns.

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Podcast Highlights

  • Invisalign® – a different beast
  • Email [email protected] if you have questions for the podcast
  • Convincing the public why you’re the right Invisalign® provider
  • Which crowd wants Invisalign®?
  • Invisalign marketing – How to?
  • Making first impressions
  • Making appointments convenient for patients
  • Veneers
  • Making instant orthodontics easy to explain
  • Good dental marketing makes patients ask more than “do you take my insurance?”
  • Communicating 6 month smiles®
  • Starting with existing patients
  • When patients don’t know what you don’t tell them
  • Search Engine Marketing
  • Landing Pages
  • Complimentary Offers

Podcast Transcription:

Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.

Howie: Well, hello, everybody. Thanks once again for joining us for our podcast. And we have my buddy, Mark. How you doing there, Mark?

Mark: Hey, Howie. Doing good. Getting more morale here. Grass is starting to turn green.

Howie: Really? It’s poking up through the snow.

Mark: No, no, no, no, we haven’t had snow no.

Howie: Oh, you haven’t had snow in three days? Geez. Yeah, it’s Spring there.

Mark: Yeah, exactly.

Howie: Supposed to be 90 here today.

Mark: Well, good. I hope you get sunburned on your head.

Howie: Oh, I will. Yeah, I plan on it.

Mark: All right, good.

Howie: All right. So, what are we talking about today? Something here says we’re going to discuss the six month smiles and Invisalign marketing.

Mark: Yeah, I mean, we’ve been, yeah, we’ve been doing niches and I guess the people who download them. I guess we haven’t hit all the niches that they wanted. So.

Howie: There’s a zillion niches.

Mark: There’s a yeah, there’s a zillion niches if anybody’s listening to this, and you want us to hit a niche that we haven’t yet, then, you know, by all means, send an email to Josh at New Patients Inc dot com and ask your question, and we’ll get it on next podcast. And if you’re nice about it we’ll even mention your name.

Howie: Yeah.

Mark: So, Invisalign, and six month smiles. Well, let’s take Invisalign marketing first, because this is a this is definitely a different beast. You know, there’s a, I don’t know what their total national ad campaign dollar amount is, but there’s quite a bit of advertising dollars going out into the public to brand the Invisalign name.

Howie: And that is that is a significant benefit if you’re an Invisalign provider.

Mark: Yeah, that’s money you didn’t have to spend. That means the public may have a perceived or real need without you having to inform them of what Invisalign actually is or does for them.

Howie: Right.

Mark: We call that heavy lifting. Right, right, Howie. They’ve done the heavy lifting for you. Now, your job should you decide to accept it is you have to convince Jane Q. Public why you’re the right Invisalign provider for her or her family. She already knows she wants Invisalign, or she already knows or thinks she can benefit from clear aligners. She already wants a straight smile. Um, now this also dovetails in with six month smiles or short term ortho, um there’s more than one way to straighten teeth. And it’s not always clear aligners. So, you may end up with patients coming in who maybe you know, clinically better candidates for let’s say six month smiles. Or what did we used to call veneers Howie? We used to call them instant ortho, didn’t we?

Howie: Yeah, instant orthodontics.

Mark: Heck with clear, heck with the braces, just instant orthodontics. Got your veneers on your good, your teeth are nice and straight. Right?

Howie: Right.

Mark: So, um, really what we’re discussing here is people who want straight teeth, people who want straight teeth or don’t mind braces, people who want straight teeth that do mind braces and want clear aligners, and people who want straight teeth that don’t want to deal with braces or aligners. Right, if you think it, right, okay.

So, and you as a dentist, if you do all those things can provide all those solutions. So now, why, how and why does that dovetail in with how I should promote this? Well, Invisalign has a pretty robust national ad campaign going, that is the heavy lifting, it would be a real shame if you’re marketing your own local marketing, or even your own internal marketing with your own patients didn’t take some advantage of that, if you’re an Invisalign provider. I’m not sure if you’ve noticed this or not yet, Invisalign providers are being graded you know, those silver and gold and platinum and I don’t know, some mineral on Mars or something, they have different levels of Invisalign providers, I assume, based on the volume of Invisalign cases that you start or complete in a certain year or time period.

So, they’re beginning to grade you out on their website. And eventually, this is going to become more and more important, because I know most of you listening to this, have heard me talk about the LocalMed online scheduling, you’ll start to see those offices that do online dental scheduling, you’ll begin to see them more prominent in the Invisalign website directory, and so on, and so forth moving into the future. With that in mind, let’s move over now we’re going to come back.

But let’s move over now to the Six Month Smiles directory website, where consumers can find Six Month Smiles, dentists. If you go log on to that website right now and put in your zip code, you know, there’s a pretty good chance you’re going to find someone with a red schedule online widget above their name, a local provider, a local dentist. So, if you’re a six month smile provider, and you don’t have one of those red widgets, you’re going to wonder why. And you’re going to wonder why the guy with the local med widget who is further away from the prospect is showing up in the top of the search results.

So, these are all advantages for you. If you do online scheduling, and that’s not going to stop there, you’re going to start to see that widget show up on many, many, many very important directories. And basically, the bottom line is, is all of this drives traffic to your dental practice website.

Howie: Aren’t the widgets showing up on insurance company web websites as well?

Mark: Yeah. A few, then and again, these negotiations and discussions are, are constant. They never end they just keep coming up. And we keep having them and people sign on. And pretty soon, people are finding you based on your ability to schedule their appointment right now. So, and it’s better for these websites, if you do that, because they know that people are going to their website, finding a dentist or searching for a dentist that provides what they do, and there’s a click through to an actual appointment. They know it’s, you know, they know they’re converting with their websites.

So, it helps everybody, it helps the patient too, because the patient doesn’t want to deal with going back and forth to nine different websites anyway. I don’t want to I don’t want to get off the subject here. But um, when you go out and you promote Invisalign, hopefully you do an Invisalign, hopefully you do maybe a six month smiles. And hopefully the dentists listening to this do veneers and they think about them as possible instant ortho as we do because honestly, we’ve been selling veneers as instant orthodontics, for what Howie, 24 years?

Howie: Yeah. And before we get any emails, yes, we know it’s not tooth movement.

Mark: Yes.

Howie: We always have a quotation around that, orthodontics, it’s not really orthodontics. All you orthos out there put your machetes down.

Mark: Yes, yes. No fangs, leave your fangs in okay.

Howie: It’s purely cosmetic straightening.

Mark: Exactly. But it is it to the consumer, it does resonate to the consumer, it does make sense to the consumer, they do get interested in it. And they actually walk into your office, maybe even for the first initial consult and say, “Hey, what’s this instant orthodontics thing that you’re talking about?” Right? Yeah, yeah. Um, again, good. dental marketing does nothing more than get your new patients to ask you questions other than do you take my insurance?

Howie: Yeah, or other than how much does it cost?

Mark: Or how much does it cost? Right? Those are the two things.

Howie: They’re lacking in education.

Mark: People ask me all the time, “what do you guys do?” Well, the answer is, “we do basically everything.” So, it could take 24 hours to answer that question. But if you boil everything all down, if you take all the detail out all the stats, all the research, all the science, you take everything out of what we do. The answer is we get dental consumers to ask different questions.

Howie: Yeah.

Mark: That’s what we do.

Howie: That’s right.

Mark: Yeah. I mean, how we do it, why we do it, where we do it, how much it costs to do it. All that stuff is, we can all have a conversation about that. But the bottom line is, is getting people to ask different questions. So that’s it.

Howie: That’s, I’m sorry, that might be a good place to take a little short break.

Mark: Oh okay.

Howie: Yeah, we’ll do that. And we’ll be right back. Don’t go away.

Hey, Mark, do we have a Facebook group or something? We do have a Facebook group Howie, it’s called Dental Marketing Mastery Facebook group. And in there are hundreds and hundreds of dentists who are participating in conversations about every everything from internal promotion to dental PPC campaigns, everything from how to approach local businesses to attract new patients all the way to online scheduling, almost everything about dental marketing is being discussed at the Dental Marketing Mastery Facebook group. So if if you’re a listener of our podcasts, and you’d like to extend the podcast conversation, ask questions, engage with your, your colleagues, engage with staff, we have practice management consults, we have all kinds of professionals on the Dental Marketing Mastery Facebook group, so welcome one and all.

Howie: Okay, we are back. So, we were talking about what we try to do is to get consumers to ask different questions other than how much is the cost? And do you take my insurance? Right?

Mark: Correct.

Howie: In regards to, Invisalign, and six month smiles, what might we be looking at there?

Mark: Well, if you’re going to get them to ask them questions your, Invisalign, like I said, has always done the heavy lifting for you. So those people are already aware that you can get your teeth straightened without looking like you have braces on. What those people are not aware of is how long does it take? How much does it cost? And so on and so forth.

And then there’s people who are aware of six month smiles. Six months, how does it work? Is it clear, are people going to see it? And then can I clean my teeth? That kind of thing. And then the instant ortho piece. So how do we communicate that? You communicate the pluses and minuses of each of those options. Where do you communicate that? Wow, um, well, this is gonna sound eerily familiar to the, the podcast that we do for almost every niche. Actually, not almost every niche, it’s every niche, which is you start with your existing patients. It could be something as simple as a small folder, a small flyer that says, you know, are you interested in straighter, straighter teeth? And then have the three options, Invisalign, six month smiles, instant ortho. And have an explanation of each. That’s easy.

You could have those three items, as did you know, did you know, did you know? On silent, basically, we call them reception room loops. It’s just a flat screen TV. That’s up on your, on your wall in your reception room, and it asks the question, did you know? And the answer is always what you offer. So that’s another option. Another option are emails, maybe once every, or maybe twice a year, you ask all your patients via email is “are you or anybody, you know, interested in a straighter smile?” And just have the three options with the benefits and the pros and cons of each. That’s that part is really simple.

Howie: Yeah, pretty simple.

Mark: If you’re new to this, if you’re new to any of these veneers, six month smiles, or Invisalign, most of the offices that I know who are new to those services, they want to kind of take it slow, like they had their first I don’t know, two or three or four cases, just to see how it’s going. Get used to working with the company, get used to all the things that you have to do to track the cases. And what if they don’t come when they’re supposed to get their next one and all that other internal management stuff, right.

Everything that you learn to do as a new service requires internal management stuff, right. So you get used to that kind of on a, I’m not gonna say a slow pace, but, you know, paced. And normally, normally you can get in an established practice, you can get those cases right out of your existing patient base, you don’t even have to go outside of the office to get them.

Howie: Yeah, it’s amazing. Yeah, we’re continually amazed at the clients who tell us that, you know, how come, how come my patients are all of a sudden asking me for this, that and the other thing, they never did that before. Well, you never told them.

Mark: Right.

Howie: They never knew you could do this.

Mark: Right. Right. You never mentioned it. So um, anyway, so if, you know, you get your first probably even year out of your existing patient base. And so, after that first year, you say, I like I kind of like this, you know, we’ve worked out the kinks from a management standpoint, and we’re ready to do more. So obviously, your dental practice website is going to be next, because your websites really this central portal, sort of the core of the universe, right? The ,your marketing universe, I mean, your existing patients go there, new patients go there, whether they’re they’ve come to you through offline dental promotion, online dental marketing, mailers, dental search engine marketing, whatever, they always, almost always end up on your dental practice website, right.

So, you know, if you don’t have a page for Invisalign, or six month smiles or instant ortho, then you need a page for each one of those. For a couple reasons; number one, you want people to be able to find it and learn more but number two, you want those pages named properly and individuals so that you get some SEO juice out of having those pages. And those pages will exist in your town. So that when a local person types in Invisalign, space, I dunno, Denton, Pennsylvania, then, you know, your website’s going to be listed there in the organic listings underneath the maps and such.

So, for all those reasons, that’s the next place you go with your money, time, energy, you know, whatever resources you have, make sure your website’s set up properly. And then you know, is it possible/probable to promote Invisalign, instant ortho in six month smiles external the practice. Sure,

Howie: Yeah.

Mark: We do it all over the place. I mean, yeah, and with we do it every day, normally you if you’re going to go offline, and you specifically mail any form of postcards, tri fold, or magazines. Um, you’re going to want to have the ortho components as part of a greater message. So, you might have one panel on your tri fold, for instance, devoted to the three different services you offer for straighter smiles, okay. If you’re going to do search engine marketing, like Google AdWords campaigns, you might want to have landing pages that offer all three. Just because somebody’s searching for Invisalign doesn’t mean they know they’re on the even remotely understand the other options that are available to them.

The Invisalign ads certainly isn’t going to give them the other options. But your, but your landing page can and so if Google’s or if Invisalign is doing the heavy lifting for you, and driving people to recognize the word Invisalign, the name Invisalign, then people type that into their browser, right when they’re looking for a dentist, Invisalign dentist, Invisalign dentists near me, for instance.

Howie: Yeah. Yeah, you know, what else we found that’s been very helpful is, is, if you’re going to, you know, we were not too keen on offering X dollars off on this, and then the other thing, but one thing that we are very happy with, and our clients are very happy with us just offering a consultation, because not everybody is going to be an Invisalign candidate.

Mark: Right.

Howie: Most are, most are from what our clients tell us, but not all of them. So, offer a complimentary, you know, come in let us you know, educate you on this, but, you know, find out if, if it’s even gonna work for you.

Mark: Exactly.

Howie: No charge, you know, so that’s very helpful.

Mark: Um, so those are the ways really, SEM search engine, well, Google AdWords we’ll call it and mail for sure. And your website, and your internal make sure all your patients know what you do. Make sure they understand all the options of having straighter teeth. And if you’re that dentist in your town, and you’re not the dentist that just offers one thing. Remember, it’s not real, it’s perceived. Okay. Okay, if you’re the dentist that’s just talking about Invisalign, then you’re basically the dentist that only does Invisalign.

Howie: Yeah.

Mark: Okay.

Howie: Niche, niche trap.

Mark: Exactly. Just niche trapped yourself. Right. So, but if you’re the dentist that’s you know, has multiple options for straighter. A straighter smile, then you’re that dentist, and that’s not a bad dentist to be. So that is our podcast on Six Month Smiles and Invisalign marketing. We threw in veneers, we, I’m sure the dentists on that are listening to this are glad we did. And that’s it.

Howie: Yeah. And we really appreciate our audience that’s you people out there listening to this right now and thank you for tuning in. And we will see you again or you will hear us again soon. Bye now.

We hope you’ve enjoyed our podcast today. You can find more podcasts on our YouTube channel, on Stitcher and iTunes. Also on our websites, and