In this article, I want to discuss or propose a simple idea that often goes overlooked when trying to improve upon a dental practice’s finances. Oftentimes dentists tend to focus on managing expenses in improving on their monthly profit. While this is not necessarily wrong, I always wondered why there was not more of an emphasis on improving monthly revenue as well. Now there are a multitude of tactics a dental practice owner can implement to truly realize increased revenue on a monthly basis, but I feel that engagement in after hours lead management and follow-ups are crucial.
Whether your practice is open Monday thru Thursday, or you additionally see patients on Fridays and Saturdays, having the ability to always speak with leads in the day or weekends can be the difference between plateauing or bringing in an additional $50,000 in revenue per month. We need to be honest here, for most people, going to the dentist is on the bottom of their list of things to do. Even if you are attracting a lead from your strong Google Ads campaign, it is not always a guarantee that they will show up for their new patient exam.
I have always been a firm believer in engaging with the lead as much as possible prior to their initial exam. It is the best time to discover what their biggest fear is prior to them coming into your practice. By asking the right questions and discovering said fear(s), then we can alleviate those concerns. It is not always easy having these discussions during a busy workday at the practice. Your staff is handling the patient traffic flow, answering phone calls from existing patients, on the phone with insurance, etc. Do they have the time to have a 15-20 minute phone call with each lead that requires attention?
Additionally, we need to realize that people have busy schedules. Between work, kids and life events, there may only be a brief window in time for them to have a discussion and set up their first exam. If that window of time is missed (and I can guarantee you that it is more times than not), then being able to have that discussion during a reasonable time in the evening or weekends could be the difference in locking that lead in as a new patient.
Finally, it needs to be said that if your practice is not following up on your new patients after providing them with a treatment plan, you are doing it wrong. I am not talking about hounding the patient on a daily basis. Every new patient has their own temperament and enthusiasm regarding the treatment offered. Some will seek a second opinion and price shop, some will remain indecisive and simply need a re-consult. One thing remains true: IF YOU DO NOT FOLLOW UP, YOU ARE LOSING POTENTIAL REVENUE.
Get to know your new patient. Ask questions and write down notes. Follow up with them a week or two after they leave the practice. Ask them if they have any questions or concerns, they will let you know. Don’t be too aggressive, there is no need to be, but also don’t shy away from re-engaging with them. The number of additional start-ups over a year’s time can be astounding if you simply follow up.
Part of our core business model at Apex Implant Marketing is to prioritize time after hours and on weekends to engage with your leads and perform follow-ups on your practice’s behalf. We will never contract out to a call center overseas. Each staff member on site comes from a strong dental background and will know your dental practice intimately, as if they worked in your practice. Or you have the option to manage your leads internally if you’d like. Regardless, a business owner should never neglect the importance of managing leads after hours and implementing a strong follow-up approach to their business.
