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- W2023347352 abstract "1. Have a written system for handling prospective new patient calls. Unless you are standing right next to the phone and you listen to how every call is handled in your office, you really don’t have any idea of the effectiveness of the effort. If you are spending any money at all on external marketing, your total return is based on how every call is handled when it comes in. We have actually told some dentists to stop all investment in external marketing all together until they can get the system fixed for properly answering the phone. That system should be in writing with a specific sequence of questions and directives that will ensure a scheduled appointment by the time the call ends. 2. Track the number of new patients scheduled every day. If you wait until the end of the month to see the total number of new patients who have scheduled, it is too late. Track it daily. 3. Track potential new patient calls. The most productive practices we know track this essential number. How many potential patients called the office today? And who is a potential new patient? Anyone who is not a patient! Every marketing executive wants to know what kind of interest there is in the marketplace for the product he or she has. For example, if a major department store knew that there were thousands of potential customers walking through the door every day, but only a few hundred bought anything, they would know they needed to work on their merchandising so that more people would find more things that were attractive to buy. If, however, there were only a few hundred people walking through the door they would know that the external marketing effort needed some work to attract more potential customers. Unless you know your potential new patient number, or the total number of people who are walking through your figurative ‘‘door’’ (or telephone in this case) you really don’t have a grasp on your new patient efforts. 4. If you track #2 and #3 above, then you can calculate your calls to scheduled new patients ratio. It is an essential number for success. What would you consider to be a reasonable ratio? If you have #1 above in place, would you consider an 80% calls to scheduled appointments successful? Clearly you are not going to be everyone’s dentist. Not everyone is going to be a good fit. But 80% is probably a reasonable target." @default.
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- W2023347352 date "2014-11-01" @default.
- W2023347352 modified "2023-09-25" @default.
- W2023347352 title "The zero marketing cost proposition" @default.
- W2023347352 doi "https://doi.org/10.1016/j.denabs.2014.09.001" @default.
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