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The Delivering WOW Dental Podcast

Founder of Dental Boss Academy and the Dental Boss Platinum Coaching program, Dr. Anissa Holmes helps practices grow by focusing on leadership, effective case presentation, systems optimization, and implementing high return marketing. Dr. Holmes is also dentistry's leading digital marketing expert, having trained over 5000 practices to leverage social media to effectively grow their practices. Dr. Holmes has been named one of Ultradent's Female Icons of Dentistry, Dental Product Report's TOP 25 Women in Dentistry, and has been featured in top publications such as Dental Economics, Dentistry IQ, Dental Products Report, and Entrepreneur Magazine. Dr. Holmes is also the author of the bestselling book, Delivering WOW: How Dentists Can Build a Fascinating Brand and Achieve More While Working Less. In addition to coaching and being an International Dental Speaker, Dr. Holmes has been a featured speaker at Social Media Marketing World and Funnel Hacking Live, and her Delivering WOW Dental Podcast has listeners in over 125 countries.
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Now displaying: March, 2021
Mar 29, 2021

Hi guys, and welcome to another episode of The Delivering WOW Dental Podcast. Super excited to have you here today. Today, we're here talking all about low-cost dental marketing strategies for startups or new practices. So excited to be here today with you talking all about marketing strategies. As many of you guys know, I absolutely love marketing. It is a way that we are able to have all of the people who are there out in our communities who need dentists to actually find us. And so, again, so excited to be talking today about what actually works for startup marketing.

So about four or five years ago, I started working with startups to be able to understand how to be able to bring in new patients before they open the door. And what that looks like is having patients not only scheduled but have patients who know what we're known for so that when they're coming in, they're actually telling their friends and family so that when you're out at the supermarket, at the gym, they're saying, "Aren't you that dentist? Aren't you that dentist that just opened a new practice?" Getting you to a place where you have other businesses that are actually sending patients to you, having people in your community who are sending patients to you, that's the type of marketing that we're talking about.

Now, as we know, there are many types of marketing and as startups are looking to get new patients, and a lot of times what happens is as you're getting your practice loan, the banks are saying, "Well, this loan is contingent upon you actually having a marketing plan, knowing exactly how you're going to be able to get customers," or, in our case, patients into our practices. And so that's the first thing that we want to look at, is creating your marketing plan. How are you going to get patients in? How are you going to get patients to refer to you your community? What are you going to do in terms of external marketing, whether that's going to be building out your website or it's going to be building out business cards, if you still are looking to do business cards, right?

What's going to be your Google strategy, your Facebook strategy? It can be very, very overwhelming. And so what we've actually done is we want to talk about how can we simplify this process? Because as we know, there are so many moving parts. As you have a startup, you're looking at the build-out, the equipment. And at the same time, you do need to think about where are you going to get patients coming in? And so, one thing that we want to look at is how can we, again, create a marketing plan that allows us to be able to get patients in without having to spend a lot of money. Now we've got a few options. Number one, we can go ahead and drop down $5,000 and do a mail drop. Now I am, a little bit, not the biggest fan, to be honest with you, of mailers.

Not that they do not work, but the problem with mailers a lot of times is that they are very expensive. And if you are doing mailers, many times it does take two or three months to kick in which means that you've spent about $15,000. The other thing with mailers is that because a relationship is not built, a lot of times you have to provide a gimmick or a freebie or some sort of hook that's going to get people to actually call. The other thing with mailers is that if you stop putting out that $5,000, a lot of times what happens is that your leaves dry up. And so what we want to do instead is we want to create marketing solutions that allow us to be able to do the work once and essentially have the results or get paid forever. And that's the type of marketing that I'd love to be able to help you guys with implementing for your startups.

So the first thing that we are looking at with our marketing is number one, having that marketing plan. Number one, you want to make sure that you have that in place. The next thing that we want to look at is how do we build rapport in our community as fast as possible with the lowest cost. And what I'm talking about is not only the lowest cost, but how do we build rapport for in our community so that they see exactly what we're doing so that they are, number one, ready to come in and ready to tell other people. And as we all know, the best way to do that is by using

Facebook marketing and Instagram marketing. This is going to allow you to get out there, let people know what you're known for, take people behind the scenes of your practice build-out and it's going to allow you, as well, to be able to start talking about dental topics so that you can show people how much that you know about the dental topics.

And so, as we start looking at marketing through Facebook, we want to make sure that we have a plan. We want to make sure that you know exactly what to post. We want to make sure that you have a strategy so that you can not only post your, if you call it, to talk Thursday videos but how do we get people to see them? And that's the biggest thing that a lot of people are not aware of as it relates to Facebook marketing or startup marketing. They're getting on there, maybe they're doing some good posts, but what I've seen, the mistake that so many people make, is that they've actually invested the time into learning how to boost effectively.

And what's really cool about boosting Facebook posts is that now you're able to spend $30, $50, and you're able to have a lot of people who see it, who live in, for example, a specific street, a specific neighborhood. You're able to target based on location. Perhaps there's a country club in your area. You can target people who have recently visited that country club. If you're in the US you can target people who are in the highest net income. Once you start doing your videos that is allowing you to become that expert and talk about dental topics, now what happens is that you're able to, again, have people who have previously watched your videos, people who are within a certain mile radius, who live in certain neighborhoods, see those videos.

And now that people are starting to watch your videos, what happens is that now anybody who's watching your videos, you can retarget those people to see your additional videos. And so what happens is that you start to build this rapport where people start to see you coming on over and over and over again. And as you're building your startup, you want to make sure that you're taking people behind the scenes. What sort of tile are you picking out? What sort of team are you looking for? How are you going to serve the community? What's going to make your practice different? And as we start looking at startup marketing, what's really cool is that you're able to get the marketing done at a really low cost.

I would say nine out of the 10 startups that we work with, with delivering, while they're able to launch their startup and their total budget is between $700 and $1,000 for their total marketing, I do recommend that you start marketing at least three or four months before you open your startup. And what if you say, "Okay, Anissa, this is great, but I'm already a startup, I'm already opened. The best time to start is now, right?" Because it does take a little bit of time to go ahead and have that awareness. Imagine if you are seeing a commercial on TV, you see it one time, you probably don't even pay attention to it. But after it shows up two times, three times, four times, all of a sudden you start taking notice, you start singing the jingle.

So what we're going to want to look at as well with your marketing strategy are what are other things that you can do. How can you leverage YouTube? How can you leverage Google My Business? There's some really cool things that you can do to actually get all of your videos seen for free on Google, so that when people are searching for your practice, they're seeing those videos. As you start opening and you're getting patient testimonials, there's actually a really cool feature where you're able to get those videos on Google, again, at zero costs, which is really cool. So these are some tips that we want to look at as we are marketing our startup practice. I'd love to be able to help you guys. What I would recommend that you do 100% is get started, get into our marketing and practice growth challenge.

That's going to be able to help you to be able to kickstart with a social media campaign. And if you know that you're ready to get started with marketing your practice, we'd love to be able to get you inside of our Delivering WOW marketing Program. We have a program just for startups. We actually have a startup call for our startups, where we help you along the journey, helping you month to month of what to do. We have monthly marketing calls. We have all of the marketing content that you need to be able to run your campaigns as you are opening up and

you're wanting to go ahead and promote your high-value services, your implants, your Invisalign, your cosmetic dentistry. Maybe you're an orthodontist, maybe you're a pediatric dentist, we actually have high-value ads that you can actually use and implement and execute right away.

If you're looking at doing marketing funnels to be able to grow your email lists, we've got everything already ready for you, built out for you as well. And what's really cool is that our program is extremely affordable. You're able to get in there and get started right away. All right, guys. So I would love to be able to help you in any way. If you have any questions, feel free to reach out. But again, looking forward to seeing all of you guys grow and be able to take your practices to the next level. What we do absolutely matters. And as we're building a business, it's really important to think about our marketing strategy, how are we getting our patients into our practice? Are we're getting patients based on patients who are discounting? Or are we getting patients who are going to come in, who are going to have a great experience and refer their friends and family?

And this right type of marketing is not just about getting patients from Facebook. It's about how do we do internal marketing? How do we get our patients to tell other people? And again, how do we get relationships with other businesses so that they can market for us as well? All right, guys, that's it. Take care. We look forward to working with you and your teams to be able to get your startups to the next level. Again, to learn more, deliveringwowmarketing.com. All right, guys, take care. I love chatting with you guys inside of this podcast, and we will see you in the next episode.

Thanks so much for listening to this episode of The Delivering WOW Podcast with Dr. Anissa Holmes. We'll catch you next time.

Mar 25, 2021

What's up, everyone? It's Anissa Holmes here with a new episode of the Delivering WOW Dental Podcast. And today we're talking about how you can add an additional million dollars of revenue to your practice this year. I'm so excited about this. We have been over the last few months working with doctors as we are in the beginning of a new year, looking at how we can create this Circle of Focus. And as we're going into these meetings, I am sharing, okay, let me go ahead and say this. You have probably heard me say in my practice that I've been able to double profits in my practice. I've been able to double revenue in my practice and it may sound like a marketing thing, but actually, I'm going to show you exactly how you can do the same thing too. And so that's what we're going to actually be doing within this call.

And so, as we're creating our Circle of Focus calls, what we're doing is we are creating opportunities to look at what was done last year and to decide what was most profitable? What were our bottlenecks? What is it that we need to focus on in terms of additional services training for our team? And now as a result of it, guess what happens? The doctors are able to say, "Oh my gosh, I see that I don't have to be overwhelmed. I don't have to be stressed out if we just focus on this one thing and this other thing, this particular quarter, then all of a sudden, Oh my gosh, the compound effect of that for Q2 Q3, Q4 and the compound, that effect for the year is going to be exponential."

And so I wanted to take you a little bit behind the scenes of what we're actually doing in these calls and share how this can again make a huge difference. Now I've been in practice for over 20 years and over the last few years, we've actually doubled our profits multiple times. And it's actually as many of you guys know not very uncommon to increase profits if you have a startup practice. But if you have a seasoned practice, that's not quite as easy.

So what we're going to be talking about is a sneak preview of the process, okay? So the first thing again is that we're going to be looking back at the previous year and we want to make sure that we're working out the opportunity gaps that could have a massive impact on your practice. For example, if you look at even X-rays a lot of times we're thinking, "Well, we're too busy to take X-rays." But the thing about it is that as we start focusing on providing the best patient care, the question is when we are having our patients coming in if we're not doing X-rays, are we missing out on seeing if there's pathology or are we seeing if there are infections that are going on or are we missing that? Are we seeing if there are issues with cavities on second molars because of impacted third molars?

A lot of times we don't understand that these things are really, really important. And so we say, "Well, you know what?" Or we say that we're too busy, we don't have enough time. Again, not really focusing on the best patient care, but from a profitability standpoint, if we're able to focus on even things like X-rays then now what happens is that we can easily add an additional 50,000 revenue into our practice for the year. Or they've been many examples when I've asked the question of, "Do you truly believe that a sealant can prevent a cavity?" And the doctor will say yes and I'll say, "Well, I certainly believe it. I have sealants on my teeth now. I'm an adult. Why is it that we're not talking about sealants to our patients?"

And it always boils down to, "Well, the insurance is not going to cover it." And the real issue is that our team doesn't want to be an objection block because they've presented sealants before and because insurance doesn't cover it and patients say it's okay, they stopped presenting it. And so if we started looking at how can we focus on training our teams for verbal skills so perhaps putting out there, there is something that we can do to prevent cavities. Would you like to learn more? They say yes. We say, "It's a sealant. How it works is that we painted on your tooth and once we do, sugar, food and bacteria cannot get through. As a result of it, we're able to reduce your chances of getting cavities by up to 80%."

Now here's the thing. Insurance doesn't always cover it, but why our patients choose to do it anyway is that they know that number one, it doesn't take a lot of time. In fact, it actually takes about five or 10 minutes. We can get this done for you while you're already here today. Number two, it doesn't cost a lot of money. In fact, it's actually a fraction of the cost of a filling. And number three, it will give you that peace of mind. We do have time today to go ahead and get started. Would you like to while you're already here? Go ahead and take care of all of your sealants today. So as we start looking at focusing on having the conversations, the behavior of being consistent and having the right verbal skills. Now, what happens is that it asked doctors, "Do you think that if you were using this verbiage or your hygienists or your team was using this verbiage, do you think that you could do five more sealants this week?" The answer is yes. What about 10? Absolutely.

And if you were doing even 10 more sealants like two patients alone at $30 a sealant, then now what happens is that you have the opportunity to be able to, again, bring in over 50, $60,000 of revenue into your practice. Now you may think, "Well, that's not a lot of money." Think about it. What if you had an additional $50,000 that now you could pay cash for that next operatory? I just got a message, a boxer just before I came on this podcast with a member of our mastermind saying that she has made a decision to go ahead and pay cash and get a new operatory at $18,000. This is how we're able to do that. What if you had that $50,000 now that you're in that earning stage, you're able to put into your retirement account an extra $50,000 into your retirement account? How would that affect you as you are now getting older? What if you took that $50,000 and you put it as a down payment on a property that now you can get rental income?

You look at $50,000. Again, people are saying, "Well, I'd love to be able to get better team members, higher pay team members or be able to get higher, more skilled team members, or I'd love to be able to pay my team members more." This is how we're able to do that just by doing two patients a week with sealants. So as we start looking at Circle of Focus is extremely valuable.

Another thing we want to look at is looking at the past year, looking at month to month to month, what was the service that allowed us to have the best month? Was it crown and bridge? Was it ortho? Was it that we introduced sleep appliances? What made that happen? Because again, as we start looking at month to month to month, a lot of times we see if we're not looking at this information on a monthly basis, what happens is that behaviors are changing and we have no way of knowing it. And so say, for example, you say, "Okay, we're going to go ahead and implement Invisalign or the best month we ever had, we did Invisalign." And maybe you did 10 cases or you did 20 cases, or you did 40 cases, whatever the number is. And the next month, all of a sudden that drops in half, then all of a sudden, now you have a lower month in revenue and you're not sure exactly why.

And so as we start looking at change of behavior, then now if we saw that dip, then now we can say, "Okay, guys, something has happened this month. We either did not have conversations. We did not have good follow-up with our patients. We slipped on our marketing this month." And again, now behaviors can change from month to month. So I always love to look at what was that procedure that allowed us to have the best month. And a lot of times it may not even be what we think it is. I have been able to work with doctors and realize that the biggest revenue opportunity for them in their highest revenue month in the past year might've even been dentures. And then I'll ask the question, "Okay, well, do you want to do more dentures?" And they may say, "Actually I would like to do more dentures" and I'd say, "Okay, great, well, let's talk about dentures. Are you currently doing All-on-4? Do you have that skillset?" And they'll say, "No, not yet."

And I'll say, "Okay, well, what if this year we focus more on dentures because you want to do more. And what if we focused on getting you training so that now you can implement All-on-4 in your practice this year?" And we say, "Great, let's do that. When are we going to do that? What month of the year are we going to go ahead and implement getting that training?" And based on that, when we start actually doing All-on-4, what's going to be the revenue for that first case? What's going to be the verbal skills for that first case? What's going to be the marketing for that first case?

And now that we have that first case, then now we can carry that revenue if we did just one case every month for the rest of the year, what sort of impact would that have on our business? Not even doing two or three or let alone five cases. What if we did just one case? What if you're All-on-4 was an extra 20, $25,000 and you're able to do eight cases this year? That would add an additional 200, $300,000 a revenue into your practice right there. Okay? And what if you were now after that first month able to take some of that money and dump it into marketing so that instead of having one case come in, you actually have two, or you have three because you have more people that are coming in?

What if you started focusing on your Facebook marketing, your Tooth Talk Thursdays, which we help practices to be able to really get great results with that now people are seeing that you're actually known for that new service. What if you started focusing on a new service for their hygiene team or your hygiene team, whether you are looking at implementing laser, whether you're implementing a Perio Protect, what would that look like?

Another thing that I love to analyze is looking at current case acceptance. And what we see a lot of times is no matter how good you think that you're doing in case acceptance, you can always improve. And so when we start looking at coaching you and helping you with neurolinguistic programming, which understanding how to be able to get patients to get to that emotional state, being able to actually present cases that are not logic-based that are emotion-based. Asking the questions of what are your goals with your smile, your teeth and your health? Why is this important to you?

Asking specific questions and again, working monthly with your team every single month to be able to keep expounding upon your case acceptance, even having an opportunity to come into your practice and do two-day workshops where we're working directly with your team, training your team on verbal skills in case acceptance. What if we were to be able to improve case acceptance, even without increasing new patients? What if we were able to do more of those Perio Protect cases or perhaps you're doing Invisalign now, what if we were able to actually have more of those cases actually closed? What would be the result of increasing case acceptance?

And so a lot of times we're looking at let's create a Circle of Focus. Let's look at Q1, we're going to be focusing on verbal skills. We're going to be focusing on making sure if you have other issues, maybe you have an accounts receivable issue. We're going to focus on AR this quarter. And we're going to focus this quarter on getting you trained in All-on-4 or getting you trained in laser or sleep apnea. Getting your team trained in XYZ.

And so now we have a solid plan. Once we execute and implement that plan, what happens is that, again, we have already increased case acceptance because we've previously been focusing on that. We're able to go ahead and start executing the new services. We have a scorecard, we have on our whiteboard how many services that we are actually setting as our goal. And now we have an opportunity to see the results that happen every single month. What's really cool with the Circle of Focus calls is that we're actually mapping out what the actual revenue is going to look like once we implement these changes what the profits are going to look like as well for the business.

And what's really exciting is that at the end, the doctor says, "Oh my gosh, I don't have to focus on everything." And I show them, even if you did not change revenue in fillings, you did not change your revenue that you're doing even in crown and bridge. Although it would, if your case acceptance increases, you just focus on one or two or three things and be consistent with one or two things. Then now you're going to have major compounded effect in terms of the results in your business, in terms of, again, profitability, being able to make sure that patient care is not slipping through the cracks, and making sure that you have, again, that healthy business.

All right, guys. So hopefully this is super helpful for you. We absolutely love working and coaching our clients to be able to be successful to be able to get to the next level in their businesses. If this is something that you feel would be helpful for you, we'd love for you to reach out. Feel free to reach out to me, DM me on Facebook, send us a message, or go to deliveringwow.com to schedule your free strategy growth call. All right, guys, that's it. Thank you so much for listening and we look forward to seeing you in the next episode of the Delivering WOW Dental Podcast.

Thanks so much for listening to this episode of the Delivering WOW Podcast with Dr. Anissa Holmes. We'll catch you next time.

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