High Production Cases

December 6, 2014
by Keith Gilleard

The Key Ingredients: High Production Cases

Is there a secret to marketing for big cases?

And has the economy taken its toll?

Some dentists will agree with the latter question, that they are getting less big cases. Is there a way around this? The answer to this is “yes”. And to answer this properly we have to look at what is the secret of big case marketing.

The “secret” to marketing for big cases is marketing specific items and marketing intelligently and well. Examples of specific items are “cosmetic dentistry”, “one-visit crowns”, dental implants”, “adult dentistry”, “veneers”, “Invisalign”, etc. Marketing well entails using the technology of marketing: you have to figure out who is your target market, then work out how to attract their attention, what to say to interest them in you, and finally how to get them to act.

Fanned out stack of example Custom Dental Marketing magazines of various doctors.

You then need to work out a marketing plan and roll out a campaign that places you in the minds of your target audience in your area as the dentist to see for that specific procedure.

In general, it is more difficult to get the big cases as some people are more careful about spending. So where “any” marketing might have worked before, it doesn’t now. There ARE people who still want or need the large case work but you have to reach them intelligently.

We know from empirical observation this is possible! One of our clients in the so-called “rust” belt called to tell us about a $50,000 case he procured from our Internet marketing. Another called to say that a patient paid $40,000 who came in from a magazine we had made. We had used intelligent marketing, which included targeting the right audience, using “hot buttons”, using appropriate imagery, writing copy (marketing text) that would resonate with the audience and was interesting, and using the right offers.

Gilleard Dental Marketing provides successful dental marketing.

Several Custom Dental Marketing magazines

There are of course other factors besides the external marketing that need to be done. These internal and other external factors will be the subject of further newsletters starting next month in which we will be going over in  detail how to market and become the implant specialist of note in your area. The data will be useful for other big case procedures as well, but we will be focusing on attracting implant patients.

If you have the ability to do large cases, there is no reason you can’t get large cases,if you let the right people know, in the right way.

Gilleard Big Case Success Story

“The most successful way of attracting new patients I have found has been with the help of Gilleard Practice Marketing. Gilleard put together a customized web site and marketing program BASED ON MY PRACTICE.”From the DAY we went online with our new website, and online advertising, we began attracting quality new patients looking for the type of dentistry I like to deliver. Implants, crowns, veneers, cosmetic dentistry and Invisalign are some of the procedures our new patients HAVE COME IN REQUESTING! When new patients come in they are looking for treatment.”

Doctor Davidson with his office staff in a group photo

– William Davidson, DDS, Northfield, OH.

About the Author

Keith Gilleard
Keith Gilleard is President of Gilleard Dental Marketing. Gilleard has been providing effective and unique marketing programs for dentists since 2007.