Author Archive
Who feels at home in a dental office?
Posted by: | CommentsI wanted to have some cosmetic work done on my teeth. I got referrals from friends and family members. I went to three different dentists. But it was the third dental office that made me feel “at home”.
How in the world do you get a patient to feel that way, and actually say it to other people? Talk about referrals!!!!
I can only write about my experience because it happened to me. I knew of this dentist’s reputation because he had been through The Schuster Center Management Program quite a few years ago. He had a practice in Illinois, but 10 years ago he moved to Scottsdale, AZ.
Not only was his office decor and design top of the line, his team was wonderful, the dentist was wonderful (kind eyes I like to say when I see some little twinkle of kindness in someone’s eyes). I was shown the entire dental office right down to the sterile room. And if you couldn’t ask for more, the treatment room dental chairs face the gorgeous McDowell Mountains! So close you feel like you could reach out and touch them. The office was mostly very open with many glass partitions and everything was neat and in it’s place.
My new dentist did a thorough examination listening to me about how I felt about my teeth, my concerns over technical quality, margins, etc., what I’d heard from other dentists about my teeth and then of course how I wanted them to look.
I’m an artist, so my view may be different than others, I didn’t want bright white perfect looking teeth. I wanted color variations from tip to top of tooth like my teeth and striations like my teeth. In other words, I wanted my teeth from when I was about 30 maybe, because I’m older now and I didn’t want people to look at me and think, “she just had her teeth redone, “ but instead think “she still has pretty teeth for her age.”
This dentist said to me, “Vicki, I’ve been doing this all my life and I know what you want because I’m an artist, too – just in dentistry.” He said we will pick out color together and will discuss our process together every step of the way.
I was sold before I ever got to the “case presentation” room. I felt he was honest, he was technically good and he was an artist because he showed his work with patient’s pictured “after” on his walls as art. “I was at home.”
Just a side note for all dentists out there, please put together a portfolio of your work. Especially if you’re selling cosmetic dentistry. And, for heaven’s sake, have your own teeth done. I can’t tell you how many dentists do not have their teeth in the state they are trying to sell.
After the exam, I was escorted into a very comfortable private room (not his personal private office) but a room with a computer and room for obviously (at least to me) case presentation with patient, spouse or significant other, and attending team member.
I know a little bit about case presentation (the dreaded “selling” that dentists feel they have to do). Honestly even knowing about it, this dentist listened to my every concern, gave opinions, showed me his work, gave me a price break when he saw I was feeling overwhelmed with paying out a large amount of money in these economic times (and not a lot – just a bit to make me feel that he was trying to help me) and offered delayed payment plans if I needed it.
How much more could I ask? He didn’t get full mouth restoration, but he got half-mouth restoration.
The appointment was set up and of course any patient waits anxiously for that arrival date. It was a 3.5 hr. appointment. That day arrived today. I was shown his wax-ups. They looked great but I had a few concerns about the size my teeth. I’ve always thought my teeth were too big. It’s hard to judge what teeth will look like in one’s mouth vs. on a model.
He explained to me that he did not know what dentistry was done underneath the existing crowns, but he would explain the process to me and we would discover together. Which we did. I was always asked if I wanted a mirror to see what he was discovering. Usually, I did.
A problem arose with a front tooth that I broke when I was 9. I wore temporary caps until 17 then crowns the rest of my life. He found a crack in the tooth so I need a post placed for strength. Pretty much standard stuff under other crowns during the prep and then finally new resin temporaries were placed and I got the mirror again. I shouldn’t have worried about size, they look beautiful and still are only temps!
I was truly amazed at the difference in my appearance. I love the new teeth with just a couple of tweaks which any self respecting artist would make! Meanwhile, I will wait anxiously for my next appointment – for the final porcelain crowns and my new smile.
When I was done I complimented my new dentist and his chairside assistant. I told them that I had gone to three dentists, but when I came here, I felt at home! They thanked me, and I thanked them. Then, the doctor said to me, “You tell Mike for me that he was instrumental in putting me on the right path over 20 years ago – that is the reason I am where I am today!”
Once again, Dr. Michael Schuster has helped change a dentist’s life. By the way, Dr. Schuster’s Case Presentation course is probably the “best” in the country! If you want to know more about it, please call us at 480.941-9393 or visit our website: www.SchusterCenter.com.
I didn’t ask permission to use the dentists name in this blog so that is the only reason I left it off, but I will refer any one who asks me to this dentist once I get his permission. You can reach me at vicki@cfpd.com. (And dentists, I’m also talking to you – get your teeth done if they need it.)
WHAT A CROCK OF COFFEE!
Posted by: | CommentsEmployees ARE Assets – NOT Liabilities!
I received a wake-up cup of coffee in the form of a direct mail “letter” and I simply am compelled to respond. Normally, I can’t take the time to read a 4-page formatted letter, but since if was from one of our wannabe competitors, I was curious. Then by the 4th page, I was downright appalled at his message to dentists to FORSAKE your employees so you can make ALL THE MONEY and that money is the ONLY IMPORTANT thing!
If ever someone had something so wrong, this letter is a perfect example. I hope his direct mailing list was short because I don’t want to think of the damage this may have done to the profession we represent and their employees!
If there’s coffee in the cup that this letter is serving, it’s straight black with no cream and definitely no sugar! In fact, it was brewed in a witches cauldron along with toad’s ears and snake tails.
BEWARE Dentists! Don’t drink it!
The old adage, “You get what you pay for!” is repeated in the book referring to employees of a business in, The Vital Corporation, by Garry Jacobs and Robert MacFarlane. I suggest that the direct mailer of whom I’ve been referring, read at least Chapter Nine, Energizing Your People: An Inexhaustible Resource, before sending out any more coffee cup letters of this nature.
I know times are tough – very tough – right now. But below is just common sense information:
No matter what business you’re in (even dentistry), models and protocol must be followed for a business to be successful. All business owners want to make money and create a sustainable business because they “love” their business and spend so much time in the office working at it. It’s gratifying and rewarding to do something you love and get paid for it. Making money makes the business run, which makes the owner happy and successful.
But for God’s sake, don’t do it on the backs of your employees – as the direct mail piece I received suggests! The fellow who wrote this must be a direct descendant of Ebenezer Scrooge. He argues that YOU are in business solely to make money and therefore reward yourself first, the employees can have the crumbs. “Damn the torpedoes, full speed ahead!”
Well, if you are in business only to make money for yourself, then ask the man or woman business owner who is having problems why he or she has now started putting his/her personal money back into the business to keep it going? Why he hasn’t fired every employee but keeps them on because in tough times – a company needs to pull together, not apart.
To be a “smart” business owner you must look at your employees as “assets” – not “liabilities”. Freezing pay raises and raising only employees whose performance you deem “beneficial” is blind bigotry and frankly stupid. If people don’t perform then you know what you have to do. If you keep them, they deserve raises.
How do you think your employees will feel when they do not get raises or see some “favorites” getting raises? Then, to add insult to injury, you drive up in your brand new mercedes, talk about your vacation home, new boat, etc. while they are driving 10-year-old cars and can’t buy the things they need for their children because you tell them the business can’t afford to give them a raise? Apparently, the business can afford to give YOU everything YOU want!
How disgruntled do you think they might get? How much goodwill do you think is going to be spread in the office and even to your patients? How soon do you think their work habits are going to deteriorate – resentment taking over instead of friendship and camaraderie?
In a service business you are “in service” to others. In dentistry you are very much “in service” to others. Dentists should be astounded at their ability to help someone whose health may be failing; as well as educate them on the importance of systemic whole-body health which includes a healthy mouth.
The employee of a dental practice is there to help as well. Health care professionals aren’t simply in health care for the money. And if they are, they shouldn’t be. A dentist must also educate his employees and reward them. The dentist, or business owner, can sure make the big bucks, but he must be willing to share a piece of the pie.
Can you hug your mercedes? Car manufacturers don’t make them as one-seaters. Must be they expect you to share with family, friends and those you love; and IF you’re a good business owner, you will begin to love your employees.
Author’s Note: “I’ve been there, I know!”: Prior to working in-house for The Schuster Center starting in 1998 (the Center was one of my clients since 1981), I owned a graphic design business employing an office of 8. All worked for me and my business partner for 10 to 14 years. As the traditional graphic design studio lost clients to the electronic age of “in-house” computers for graphic design, many graphic arts industries failed to grasp the rapid technological changes taking place. When this happened in my business and as clients dwindled and revenues declined, some of my employees chose to move out-of-state or retire. I found jobs for the rest. I still receive thank you notes, text messages and phone calls from most of them every so often. One, who was my office manager for 14 years and now lives in Denver, became a best and life-long friend.
Congratulations Brenda Penwell on Silver Anniversary
Posted by: | Comments
Brenda Penwell, President
25 years with The Schuster Center! Whew! That blew by fast!!!
Congrats go out to our own Brenda Penwell, President and CFO of The Schuster Center. She just celebrated 25 years with the company!
Brenda has worked tirelessly over the years to help create the vision of Dr. Michael Schuster as The Schuster Center endeavors to “spread the word” in helping dentists throughout the country reach their full and limitless practice potential.
Brenda has been instrumental in helping develop our Dental Management Program. She developed our Life Planning program. She teaches and travels, lecturing dentists throughout the country on how to successfully manage a dental practice. She also teaches team development and keeps a sharp eye on our company finances and management. In other words, one busy woman!
Brenda’s office was filled with streamers and balloons when she arrived to work. It was decorated so gorgeously by two of our staff members it looked as if we had hired an event planner to stage it. Pictured is Brenda amidst her blow-up balloon numbers 2 and 5. Everything done is silver – naturally.
The staff greeted her with flowers and cards. Dr. Schuster may have slipped her a new Mercedes but we haven’t seen it yet. Of course, I don’t think Brenda would give up her classic 1980 SL450 – silver naturally. (She plans ahead!)
Only thing that hasn’t gone silver around Brenda is her hair – clever girl! Stay young, stay strong, we need you and love you. Now where is that gold Mercedes for the 50th coming up?
COMMITMENT TO COMMUNITY
Posted by: | CommentsWe’ve committed ourselves to helping dentists recognize the signs of trouble, apathy, disheartened resentment and to provide measurements to show improvement and to recognize the “need” for help.
Perhaps we haven’t been able to convince you how important it is to “stay engaged” with our program and to return to get refreshed, re-created, renewed and recommitted to our process that has helped hundreds of thousands of dentists for over 30 years.
WE’D LIKE TO ASK FOR YOUR HAND AGAIN. A RE-ENGAGEMENT AND HOPEFULLY A LIFELONG MARRIAGE TO COMMITMENT IN DENTISTRY
We are recommitted to recommitting you to us and our process, our work, our thoughts and our total and complete interest in always making you the best dentist you can be – and the happiest.
Here’s how we can help you re-engage and stay engaged with your business:
THE CEREMONY AND THE INVITATION (The offer)
If you’ve been a student at The Schuster Center:
• Return for recare, refresher courses or alumni advanced courses.
• Learn the newest trends in Case Presentation and how to ethically sell to patients.
• Learn current investment strategies.
• Re-learn what it takes to put together a superb team.
• Re-focus and re-create your vision.
Use us for clarity and implementation of ideas. We can help you via networking, through our support coaches, and aid you with valuable references and resources. As we have learned, so have we taught.
“When the student is ready, the teacher will appear.”
If you feel like you’re lost or you’ve wandered off the path and can’t get a clear direction, please call us. Our analysts are ready to walk you through a Practice REALITY CHECK and help identify current areas of challenge and opportunity. Also, our coaching department is ready to help you through any daily difficulties and to provide you with a clear understanding of team issues and a vision of your practice future. We can help you change your life!
We have proved to you that if you slow down, you will be more satisfied in your work, provide better care for your patients and team, and make more money!
Also, if you think you’re doing great and just want to boast a bit, we’d love to hear your success story as well. We want only the best for you!
And, with the creation of Performance Coach, a very inexpensive and yet rewarding program that brings teachers, mentors and colleagues within the dental field together 3 times a year, you can and will stay committed to the ideas and philosophies, business practices and principles you set forth years ago. It is also a wonderful program of renewal, re-energizing your professional and personal life. We have seen lifelong friendships and mentorships created in this program. Ask Lin Golbeck, Performance Coach co-ordinator, all about it at 1-800-288-9393. One of the best phone calls you will ever make.
The Schuster Center – “Creating Wealth and Freedom for Dentists”
1-800-288-9393 TOLL FREE or visit our
website: www.SchusterCenter.com
NOTE: Vicki Smith, owner of Citigraphics, llc, has worked with Dr. Michael Schuster and The Schuster Center for 28 years. She creates graphic design projects as well as editing and writing some of the articles for The Perspective newsletter, brochures, flyers, invitations, the blog and other projects that arise. Vicki has worked in the marketing department in-house for the Schuster Center for 11 of those years. She has helped many Schuster dentists with logo designs and other graphic design needs.
A RECIPE FOR BUSINESS SUCCESS
Posted by: | CommentsCOMMITTING TO YOUR BUSINESS IS A RECIPE FOR SUCCESS
You can kiss your business “goodbye”.
Or, say “hello” to it!
Your business is like a lifelong friend who’s become a bit flaky with bad ideas taking shape, conflicts arising and self-indulgence appearing. Your friend also likes to borrow money from you. And he or she never pays it back, and wants you to go out with him or her all the time leaving family and friends alone and personal projects undone. So, you’ve decided to ignore this friend for the time being. Go along just to get along. Maybe he or she will pay you back, get on track and become the old friend you had when you first met.
Ever looked at your business that way? Are you just ignoring it now?
Would you allow any friend to treat you that way and still be friends?
No?
Then probably you shouldn’t allow your business to treat you that way either.
COMMITMENT TO YOUR BUSINESS
If a friend was in trouble, wouldn’t you help? You’d get focused, think of some plan to help, follow through. Get and give your friend advice. There’s nothing you wouldn’t do for your friend to help him or her get back to prosperity and good health.
Put your arm around yourself, and help your friend (your business) in the same way.
RECIPE FOR SUCCESS:
• Re-commit to your business (practice)
• Diagnose any problems
• Seek advice
• Set a plan in motion
• Create new ideas for success
• Follow through with the plan
• Make adjustments if necessary
• Stay engaged and focused
• Don’t forget to plan new goals
• Love the one(s) you’re with (your team)
• Success breeds success
• Get paid back
• Stay committed (A viciously delectable cycle!)
Kiss yourself on the cheek. You’re now back in business! Though you thought you were in business all along, really you’ve just been going through the motions – going to work every day. Doing the same thing every day – with the same results. Tiresome habit.
We are the first business school ever created for dentists who wanted to learn how to ethically practice dentistry with commitment to their patients, team and personal growth and development. It’s nothing new. We have taught this for over 30 years.
Easy to lose your way and your focus. Here’s how to regain it! See next article: Commitment To Community…
Believe in Miracles!
Posted by: | CommentsOkay, I’m writing a book (of several individual stories). Isn’t everyone? It’s a book for children ages 1 to 99. I consider myself 12 even though chronologically you can add 50 years! Seriously, don’t we all think we’re about 18 even though some of us might be much older? I don’t think the “kid” spirit ever leaves us.
Back to my book: One of the stories in it is the story of a “miracle” of two ocean creatures who are very different yet become friends by dreaming like-minded dreams and helping one another. They each had a dream of leaving the ocean to see the rest of the world. The problem: they didn’t think they could breathe the air; but, as anything can happen in a story, they made it – leaving the ocean behind – for a spectacular adventure – because they believed in miracles.
I also recently watched a movie (chick-flick as you guys call it) called “Leaving Normal” with Meg Tilly and Christine Lahti. It is older, released in 1992. Again, about two very different types of people which somehow manage to bond on a long trip across the USA, ending up in Alaska. Sometimes by fate or accident, miracles do happen and people help one another by just being themselves – mistakes and all.
Miracles happen every day around us, in every way if we just look – in the air we breathe, the beauty on this fantastic planet – our ever changing sky, brilliant sun and twinkling stars – the variation and colors of our plants and flowers, animals and insects. Also in the miracle of birth, the way we love one another and react to each other on this home – our planet.
So why do we just seem to hear only the bad news most of the time? That sensationalism and fascination with crime and corruption are the mainstays of today. Why not choose to ignore the bad and only publish the “good” people do for one other? Why does it appear that we have lost our way?
Many say our moral compass has lost its “N”, “S”, “E” and “W” (Normalcy, Sensitivity, Ethics and Wisdom); that the compass needle only points to the letter “G” for Greed. Have our intrinsic values, morals and ethics been stripped away because we keep wanting more, more, and yet more? Are we now moving so fast due to technological advancements that we don’t have time to stop and think about what is really important in life? Missing the miracles happening in our own lives?
Some of us older folks point fingers at the younger ones at the lack of integrity we see. But it wasn’t too long ago that other older folks pointed fingers at us – the baby boomers – who shed the trappings of government and social mores for sex, drugs and rock’n’roll – so we were told. Well somehow, a heck of a lot of us out there made it through that time. So, I think you younger ones will, too.
Problem is you are destined to make the same mistakes we did. First, we gave it all up. Then we worked ourselves silly to try to get it all back and then some. But who are the ones who are remembered in our history? The one’s who “had a dream” like Martin Luther King. The one’s who helped the poor and lived without anything, like Mother Teresa. And yes, Jesus, who preached peace from within, love of one another, it’s better to give than receive, seek and find spirituality, not materiality.
In a society where FREEDOM is among the biggest blessings we have in our beloved country, how do we not get into the trappings of CAPITALISM that plays a huge part in our economic system? The tone has been set since we were all very young: One can have anything if we work hard enough, believe in it hard enough and sacrifice family, friends and peace of mind to work tirelessly behind the grindstone.
This is true of all of us. What does it mean for you, as a dentist – years of schooling, marriage, children, family, friends and now a practice and patients? All seemed quite the “American dream”. Small practice in the beginning, then more chairs, then a move to a new practice, maybe you bought a building – huge, shiny new office, more patients, more employees, bigger is better right?
Large dollars coming in, large dollars going out, a new home, vacation home, fancy cars, children’s education, boat, CE classes, specialized training, big expensive vacations – dollars getting stretched? Those larger dollars beginning to look like monopoly money? Do you feel like the conduit for receiving money and passing it on for bill payments, with nothing much going into your pocket or a savings plan and no quality time for family and loved ones?
Whoops! You’re on the fast track, or, what we like to call, the “fake” track. You’ve made your bed and you thought you were happy in it. Now, some years have gone by. You’ve missed special children’s events; a soccer or softball game, a play, maybe your child’s first baby steps, maybe even a divorce under your belt. And every day you have to go to work to feed that large monster you’ve created – your “American monster dream”. What on earth are you going to do now? You can’t think about retirement let alone plan for it. You’ve got too much debt, too many responsibilities. You’re not happy because you know you can do better dentistry and help you patients but you don’t have the time to apply what you’ve learned. It’s sitting on the shelf along with your life!
And what about your patients? Well, they lose out completely.
Maybe you hired a consultant or two to help you. They came in, assessed your needs, told you what to do, gave you a big fancy binder full of “how-to’s” and then drove off with their check. Where did you start? Oh, you didn’t – same old, same old?
If all of the above sounds pretty “right on” do you want a really true, honest to God answer on how to fix this mess? Are you willing to work as hard to get out of this mess as you were to get yourself into it? Are you ready to be honest with yourself and look at what really is important in your life? Are you willing to have your feet held to the fire by a coaching department who will do just that?
Are you willing to take back your life and this time enjoy it?
The answer: The Schuster Center.
We are a “business school for dentists”, but not only that. We are people who help people – all different kinds of people from all over the United States. We care and we guarantee your success. We have the numbers to prove it and the years behind us – all 32 of them. We’re a place with good people work for the benefit of others. We’re not working out of our car, using other people’s material – we’ve created our own.
How did I, a graphic artist and sometimes writer, get involved with Dr. Michael Schuster? By fate and accident – about 29 years ago he walked into my business office – two unlikely people who would probably never have crossed paths. Yet here we are, creating a better life for dentists each in our very different way and watching this process work for thousands of dentists who believed in miracles.
Yes, I’ve seen many miracles here. Want to be one?
We are told all of the time that we are the best kept secret out there. We don’t mean to be. We’re a small company who just cares about helping dentists. That’s Dr. Michael Schuster’s vision. He has a story and he wants you to hear it if you’re tired of the rat race and want to DOUBLE YOUR NET PROFIT while simplifying your life. Believe in miracles, be a kid – find your joie de vivre – again!
God Bless,
Happy New Life!
Vicki
P.S. Write me if you want more information about Dr. Michael Schuster and The Schuster Center. Or see our website at www.SchusterCenter.com and make up your own mind. Make sure you go to the testimonial section and listen to what others have said about us. We have to “toot” our own horn a lot of times, but it’s sure nice when others decide to do it for us! (vicki@cfpd.com)
As A Dentist, How Can I Utilize PR, Advertising And Marketing In My Practice?
Posted by: | CommentsPart 3 of 3
Internal Printed Pieces, Brochures and Direct Mail Pieces, Internet
Your new logo should go on every internal and external piece that you print: forms, business cards, letterhead, envelopes, labels, postcards, appointment cards, etc. This is now your trademark. It becomes associated with your practice. What does the IBM, Apple or Chevrolet logo look like? What color is it? Name and trademark association. Believe me, it works.
Once you have that great looking logo design that reflects your practice and practice philosophy, it’s time to consider advertising with traditional direct mail pieces and brochures to promote your business. Whatever you decide on, depending on your circumstance, seek professional advice to discern your target audience. It won’t do you any good to print $3,000 worth of brochures for mailing if you don’t know where those brochures are going and what you can expect once they get there. Target your audience! What are your demographics? Who are the people you wish to have respond to your practice? This is a time when you should evaluate and re-evaluate your policies and systems. Are you wanting new business? Or, are you interested in promoting a special cosmetic or hygiene service? Sit down first with your team, map out a plan and consult with a professional marketing person or firm who can help you meet your needs.
There are other forms of advertising that a dentist and team can offer to help establish a practice as well as develop a relationship with existing patients. Some offices give toothbrushes and dental floss to promote goodwill and good dental health. Others send out informational letters, newsletters and brochures to keep patients current on the practice as well as informing patients of new dental procedures, office changes and additions. All can be used at different times or in conjunction with one another to enhance the practice.
The internet appears to be a big part of the future. Register your domain name, have a professional set up a website for you. It is more of an informational service now, but it’s still advertising. Your prospective patient may wish to get a “feel” for your office and what services you provide, how you and team look, where you are located, even just to find your phone number. All important to have that online initially. Later, as you become more savvy with what the internet can provide, you can start looking at marketing opportunities.
And just one more thing. Don’t make your website complicated. Please! Listen to me on this one. Display your phone number ,address and e-mail address on the home page prominently and a link for directions to your office (either through Mapquest or some other service). Place it close to the top of your page where everyone visiting your site can see it in the window when it first opens up without having to scroll down to find it. Have it large enough for older people to read. Don’t have so much fancy flash and other movement going on that people get distracted and can’t remember why they are visiting your site. And don’t bury information. A website should be user-friendly and easy to navigate through in a logical manner. Don’t redirect people to other areas on your site unless it is absolutely clear that is what you’re doing and please don’t re-direct them to someone else’s site for a specialty service. You just lost them if you do. Always, always have them contact you for information.
I’ve just touched on many of the ways in which you can enhance and promote your practice. Let me conclude with this old advertising adage. “A business that never advertises, eventually advertises that ‘Going-out-of-business’ sale.”
My best to all of you.
I hope you’ll look at our upcoming marketing section on our main site: www.SchusterCenter.com. In the future we plan to offer an ONLINE class on dental marketing. Stay tuned!
“As A Dentist, How Can I Utilize PR, Advertising And Marketing In My Practice?”
Posted by: | CommentsPart 2 of 3
What literature are you putting in front of your patients?
As a professional graphic designer, I just have to say to you that I have never understood why a dentist, accountant, lawyer, doctor, or any other business person would want to create their own graphics on a computer just because they can. After all, I don’t extract my own teeth just because I can. In other words, you’re not trained in graphic design, you’re not a professional artist, and it takes a lot of time and education in the art field to acquire the knowledge to “know” how to brand a business.
It just doesn’t make sense for you to take time away from what you do best to put on a “graphic designer hat” and create your own logo and artwork for your practice. Frankly, it always looks like you did it because “canned” computer art is just that. It looks like everyone else’s.
My advice to you is to pay a professional. Nothing against printers, they are great people, but printers are, for the most part, interested in printing and not in design. Make sure you find a professional designer to do your work or a printer who has an in-house professional designer or affiliated with one. You don’t have to spend a fortune but you may spend more than you think. Don’t skimp here. Spend enough to create a quality design that is clever, means something to you and professional. After all, if you want to produce quality dentistry, don’t you want to “look” like that’s exactly what you do?
Once you have a working relationship with a graphic designer you can trust that designer to handle most all of your printing/internet needs. Set an amount within your budget for design, printing and internet. Work with a marketing firm or person to help you identify where you want to market your services and how to go about it. You need to develop a comprehensive budget of what costs will be involved in advertising, marketing and PR projects. Don’t be stingy, “the more you tell the more you sell,” “the more informed the more forewarned.”
Emily Post, Where Are You?
Let’s remember Emily Post and re-acquaint ourselves with “manners”. There is nothing in the world like a “thank you” note or e-mail to help your image. Try to always send some kind of thank you acknowledgment to a new patient after a visit – note or e-mail. I know it’s time consuming but an e-mail to every patient after a visit is a terrific internal public relations move. You can even add a follow-up or reminder, i.e., “Mrs. Smith, thank you so much for placing your confidence in me and my team for your dental needs. We sincerely appreciate your business and look forward to a wonderful professional relationship with you.” Or, “So good to see you again, Mrs. Smith. We’re glad you scheduled the follow-up appointment for… I’ll have Susan, our office manager, call you as a courtesy reminder as your appointment nears. Sincerely, Dr. John.”
Later, as you develop a more personal relationship, your notes can become shorter, “Judy, nice to see you again. Thanks for coming in.” Or, you can add a personal note that tells Judy you are aware of her needs, “Hi, Judy, Keri told me you’re doing great on your dental hygiene. Keep up the good work.”
And don’t forget to ask for that referral! “Judy, if you know of someone who would benefit from our quality dentistry, would you please give them my name and perhaps my website or e-mail so we can answer any of their questions. We always appreciate referrals. It’s the best acknowledgement of our good work that we can ever receive.”
And guess what else you’re doing? You’re developing an e-mail list for future announcements about your practice!
Send a greeting card or an e-greeting card if you have e-mail addresses during the holidays. It’s nice to drop a preprinted birthday greeting postcard in the mail and general greeting cards for special events like a birth of a child, graduation, etc. Send a reminder postcard or place a reminder phone call for upcoming appointments. If you have a practice for children send Valentine’s Day cards, Halloween cards, Back-to-School, Thanksgiving, anything that reminds your patients that “you care and you’re there” for the family. Don’t groan. There our automated e-mail programs that will help you do all of the above. You just add the “special touch” to the e-card.
Keep your name and practice out in the community. Do not operate in stealth mode. “To operate in stealth, does not create wealth.”
(Part 3 of 3 on Internal Marketing coming soon!)
For more information click here.
As A Dentist, How Can I Utilize PR, Advertising and Marketing in My Practice?
Posted by: | CommentsPart 1 of 3
Ever ask the above titled question to yourself? I bet you have. Especially since advertising and marketing have become such a key component for professionals over the past few years.
I have run my own business with 7 employees and a business partner for many years. For health reasons, my business partner retired a few years ago and I am now the sole proprietor. Also, 11 years ago, I accepted a part time position with one of my clients. You guessed it, The Schuster Center. I still maintain my office but at a much slower pace specializing in logo design work and other print related design. Rather than the fast paced, push the work out mode we all get trapped in, I choose now with whom I wish to work. Sound anything like Dr. Schuster’s philosophy?
I hope this gives you a bit of a background into my business experience since 1981.
I’d like to write about what you can do to promote your own business. And I will admit that I do use all of those “advertising” terms like “promote”, “target audience”, “satisfied customer”, “direct mail”, “demographics”, etc.
The Obvious Is Not Always So Obvious
First, and foremost, your practice is a business. It must be run like a business, including hiring a qualified team to represent your business. Remember, the first person who speaks with or meets and greets your patients sets the tone for the entire experience. Grumpy Gwendolyn is not going to impress your patient or give him or her confidence in your practice. Happy Helen or Perky Penelope is probably a better solution to that close encounters of the first kind.
So, just who is your salesperson for your business? Why, it’s you! You are the person in charge of creating an atmosphere that creates the image you want to represent. That image is all about you – in the people (team) you hire, the decor of the dental office, the books and magazines on the tables, brochures and literature that you publish about your practice, the mission statement on the wall. (You do have one hanging there, don’t you?) – all reflect your professionalism and attitude toward your dental practice and business and the patients you serve.
There are some things that money cannot buy. And that’s goodwill and word of mouth advertising. There “ain’t” nothing like a “satisfied” customer spreading the word!
Is it true that a patient can have a “good” dental experience? Of course it is. And guess what that’s called, PUBLIC RELATIONS, MARKETING and ADVERTISING. Yep, it’s all part of that picture. From the very first patient experience – that first phone conversation to the initial office visit; hygienist; dentist; right down to billing procedures – all are part of, and should be considered advertising, public relations and marketing and treated as such.
President Truman had a plaque on his desk in the oval office that said, “The Buck Stops Here.” And, believe me, as a small business owner, I know who’s responsibility it is to pick up the pieces when something doesn’t go right in the workplace. And that’s me (as the owner). It’s my money, my time, and my reputation on the line! And, it’s the same for you. For me, “my word is my bond.” If I say I’m going to do it, I’m going to do it. It has served me well.
So let’s look at the ways that you can improve your vision and “advertise” your business with you at the helm.
- Know that you set the tone of the entire office team and patient experience. Who you are is what you create.
- Know that you are the final answer to any problem within the practice. Make sure you’re not the “problem” but rather the “solution”.
- Hire value-minded people. Those who have the same goals and vision for your practice you have.
- Your practice decor should reflect your vision and forward thinking model. Mission Statement on the wall for all to read.
- The receptionist should be one of the most important people in your patients’ initial experience within your office. That includes over the telephone.
- Recognize your limitations. Hire those people who can compliment or enhance qualities that you might lack or need to improve. In other words, if you are a more laid back type of person, it might be in your interest to hire a person who has a more outgoing personality. And, visa-versa.
(Part 2 of 3 on Internal Marketing coming soon!)
Wild Visitor to Schuster Center
Posted by: | Comments
Looks like a domestic cat, right? No, this is a wild Arizona Bobcat. See her fluffy little cotton tail? Native to several regions in Arizona including Scottsdale, the bobcat depending on male or female will weigh between 15-35 pounds. This bobcat (female) was in an area used for water drainage control on the north side of The Schuster Center. We are guessing 25-30 lbs for our bobcat.
This area has become our personal mini-Sonoran desert. Some of us, like me, are fortunate to have large windows that face this beautiful desert oasis as we are working. Believe me, sometimes it’s hard to concentrate with all the wildlife playing and roaming outside our tinted windows. (We can see them, but they can’t see us!) We see coyotes, roadrunners, (Beep! Beep!), cottontail jackrabbits, ground squirrels, quail and coveys, and all varieties of birds including hummingbirds, morning doves and woodpeckers. Then there are the lizards, beetles and monarch butterflies — no rattlesnakes or scorpions yet; but they are around.
Foliage consists of Mesquite and Ironwood trees, Bird of Paradise plants with their tiny feather-like, light olive-colored leaves, flowering into bright reddish orange and yellow buds atop thin branches. In the herb family, we have Texas sage with a purple flower peeking out amongst its grayish green leaves and Rosemary; ornamental pampas grass and other low flowering and perennial green bushes abound; good for a bobcat or coyote to rest in the shade on a warm summer day.
Brenda Penwell, President and CFO, (the brave one), took photos as our bobcat was sitting in the shade. She “eyed” Brenda and Brenda “eyed” her right back. I think they had a mutual admiration for one another’s braveness. Bobcats will usually not attack humans. But Brenda did take a chance. Still, we thank her so much for getting these great photos (see our snapshot section for more photos). Now Brenda, in your spare time, why not get a picture of that coyote that comes by every so often?
And don’t think we all haven’t had our adventures with the wildlife. One day, we had to cover a grate with large metal openings because one momma quail kept leading her babies over to it. We had one mishap and that was it — several of us ran out to cover the entire grate placing river rocks on top to secure the cardboard poster we used. Momma and rest of babies were ok after that.
Another time, Lisa had the largest lizard on her window I’ve ever seen. It was the Daddy lizard of all time. If it had been brightly colored in a pink and black pattern, I would have guessed it to be a gila monster. It was sure big enough to give a gila monster a “gila” of a fight. Lisa said the reason he was so big was due to his gorging on cherry tomatoes. Our Dianne Stuve (Groovy Stuvy), gives the leftovers from our cafe to
the animals outside, i.e. cherry tomatoes and assorted fruit and vegetables. Apparently, Mr. Lizard swallowed his cherry tomato whole and it was protruding from his throat like a boa constrictor when it swallows its’ prey! Guess he digested it ok. Our woodpeckers love the pineapple. Lisa thinks they must have tropical tastes.
Well, we do get plenty of work done around here but what a wonderful place to work and a great place to live! Especially right now (October) when the rest of the country is facing months of permafrost while we’re walking around in shorts, sandals and t-shirts!
That’s all folks! Hope you enjoyed my first blog! Maybe, I’ll do one on graphic design as that is what I do for The Schuster Center. And, I know just a wee bit about marketing for dentistry as I’ve worked with Dr. Schuster and his marketing team for 28 years.
