Advertising Realities for Full-Arch Cases: Concept #2 – Best Messages
I’ve gone into the long list of reasons why the public wants immediate implant procedures such as All-on-4 / All-on-X / etc.
There are millions of patients in terminal dentitions and millions who will enter that category during their life and every patient in this category is interested in options. One thing is certain, they do NOT want the dentures they saw their parents suffer with (or not wear at all!).
While ortho and cosmetics will always have an audience in dentate patients, we are in a 20-30 year expansion period in the segment of patients not exposed to fluoride or who lacked good preventive care or who weren’t lucky in the genetic dice role who need an ‘exit ramp’ from a terminal dentition to their ‘third set’ of teeth with dental implants.
Three Critical Concepts
Before we cover likely advertising cost ranges for these cases, it’s important to know the THREE CRITICAL CONCEPTS that impact advertising for and the sales of the All-on-4 / All-on-X case.
Previously we covered CONCEPT #1 – there is a minimum advertising budget required specific to each local market to ‘open the door’ to full arch cases in a geographic market area. If you are below the budget level for 3 archers per month, it is not the game or arena for you. Stick to your regular practice.
When we are at the minimum budget, there are sufficient phone calls to ultimately see enough consults and present enough cases to have at least 3 arches going into treatment each month.
At the three arch per month threshold, the economics and time commitment to be involved with full arch All-on-4 implant cases makes sense – you as a clinician can repeat the procedure enough to be a master of it and you have a sufficient return economically.
It also makes my team and my time worth it as we want to be efficient with our ongoing repetitive efforts as an ad agency that translates into patients being treated by our members. Thus, we are just as concerned about a wise use of productive time as our members.
#2 – The SECOND BIG CONCEPT is the following: there is ALWAYS and ONLY a limited number of very best advertising messages about immediate loading All-on-4 implant modalities that resonate to a lay-person (also called the check writer!).
These best messages matter a LOT in advertising for the All-on-4 / All-on-X case.
PUTTING THESE BEST NON-CLINICAL MESSAGES INTO ADVERTISING ARE WHAT CREATES INTEREST, CALLS, CONSULTS, CASES, and CHECKS month after month.
Agencies that haven’t spent a decade plus specializing in full arch implant advertising or 17+ years tweaking traditional advertising copy and headlines in ‘old media’ to beat their ad controls simply don’t have the best messages when they go to market. As a result practices get disappointing results by amateurs saying they are experts when they simply don’t have the years of experience required.
Not understanding #2 means that docs waste time with marketing groups or agencies that don’t understand the All-on-4 / All-on-X patient market
Not understanding #2 makes them susceptible to being sold on an advertising concept where 100% of their ad dollars are poured into one thing (eg. a high end glossy magazine or an infomercial) being told that that one thing works in every market of every size regardless of local market conditions. The clinical equivalent would be going to a course where you are told you only need one restorative material for all patients which we all know as clinicians is an impossibility.
Not understanding #2 means some local docs will try to direct a local media person, who is by no means an expert on implant patients, to write ads for the practice. The typical results are messages that are too technical for patients to notice or care about or they are brand awareness ads. For micro-businesses like solor or small groups of practices, brand awareness if a waste of ad dollars.
What This Means
Lastly, what routinely appeals to you my dear doctor in a logical or visual fashion in any form of advertising is not what appeals to the patient with the problem who will write the check to you. ‘You are NOT your customer’ is a critical statement to take to heart both in advertising and sales of the All-on-4 / All-on-X case.
We’ve been at this game for 17+ years and have launched every form of advertising in existence in more than 100+ global markets. We’ve been writing, re-writing, and working to beat our control ads for longer than anyone else in the game. We’ve literally been doing this since before some of our competitors were born. We know what works and what doesn’t as a result of all that history. Our members get that history backing them. Why not have the same thing backing your practice for your cases?
The #1 thing any of us can do in business is find the path to get what we want in the least amount of time. That is THE biggest reason why new members decide to add us to their team. They want to move as quickly as possible to having their full arch cases month after month.
If you realize that you’d like to minimize the time being wasted to get to your desired case goals, let’s have a 1:1 discussion about your practice now.
To discuss all of this with Dr. McAnally in a one-on-one consultation session, schedule a time here. (The first session is free!)
Full-Arch Program Testimonials
“James, I’ve realized that after adopting your sales process for the implant cases in my practice that we have been leaving 25-50% of our fees on the table. I wish I had discovered you and your training 20 years ago!” – Dr. Greg Sawyer, Los Gatos, CA
“The Full Arch Program with Medicare Option has given me the implant practice of my dreams.” – Dr. F. A. Charlotte, NC