I’ve gone into the long list of reasons why the public wants full arch immediate loading solutions such as All-on-4 / All-on-X for terminal dentitions.
We are almost ready to go into dollar amounts required to advertise this procedure effectively but, before we go there, we will cover one final CRITICAL CONCEPT to help you understand the reality of advertising and sales of this service.
As a reminder, CRITICAL CONCEPT #1 is that there is a minimum entry level budget to open the door to at least 3 arches per month. Three arches per month is where the time and economic investment in this endeavor makes sense for the practice.
CRITICAL CONCEPT #2 is………that there are only a few best messages that matter to the public with Full Arch All-on-4 / All-on-X treatment. Anything outside of those messages is a waste of time, energy, effort, and marketing dollars. Straying from these proven messages reduces calls, consults, and cases. With 17+ years of testing and modifying advertisements for these procedures, we have the longest record of success.
Now…CRITICAL CONCEPT #3….
#3 – The third concept is that everything related to budgets, minimum case goals for profitability, best advertising messages, and implant case sales process have already been “discovered.” The problems and pitfalls have been discovered, managed, worked through, and minimized ALREADY.
There is literally no new wheel to invent with Full Arch AO4 Implant advertising and sales!
Repeat: No New Wheels
Yes, we may change course occasionally as new procedures arrive or new financial resources become available (i.e. Medicare oral surgery benefits), but, outside of that, it’s utter foolishness to attempt to invent/reinvent something that is already out in the market right now performing and delivering cases. Trying to reinvent advertising messages are not only folly but the ‘slow boat to china/nowhere!’
But…James…what about all of the ‘new ways’ to advertise and new opportunities that show up on my desk and in the business focused trade magazines crossing my desk?
Well, indeed ‘new’ advertising opportunities do appear and each one is worthy of a evaluation of if it would have a real chance of reaching the All-on-X patient. Furthermore, before we would ever pour our member doctor’s valuable ad dollars into something new and unproven, we always perform simple ad tests to quickly evaluate anything new against the gold standards we know work best. The trust is that most ‘new’ opportunities that show up for either mass-market products OR in novel technologies that try to sell consumers physical products at much lower price points then full arch care aren’t a good fit for All-on-X and this has been born out in test after test.
New Ad Opportunities
These ‘new’ advertising opportunities also often arrive with much hype that gets the entire profession talking. Then, like clockwork, an over-hyped, much talked about ‘new’ thing routinely flames-out within two years. Prominent ‘flame-out’ examples in the All-on-4 market include Groupon, Facebook, ‘digital ad re-targeting, ‘geo-fencing’ and social media platforms. Our real-world tests never showed real promise with any of these new arrivals yet practices chased cases with zero tests first. While practices and agencies spent several years moving from one new thing to the next, finding dead-end street after dead-end street, our tests early in each hype-cycle told us to stay focused on what we already knew worked. Instead of buying into hype, we tested and evaluated to be sure we weren’t missing out and invariably simply kept advancing and refining and focusing on what works versus the newest over-hyped opportunity circulating among dentists. In the past 10 years, the one truly ‘new’ thing that arrived that mattered was Google reviews and guess who was first to bring that important message to their clients – yes – us.
Mastering the Game
Now, back to implant practice owner – Going on an adventure of discovery to figure out #1, #2, or #3 wastes time, energy, money, practice lifetime and YOUR lifetime. You are only going to get so many hours at chairside doing cases that you enjoy so why waste time when you can simply get to the point of all this and starting seeing consults and cases?
Next time, we’ll move on to dollar ranges typical to get the door open to a predictable 3 arches per month.
In the meantime, if you want to get the fastest speed possible to jump start more cases in your practice, let’s have a rational 1:1 discussion about your practice now and where you want to be in 12-18 months with your implant cases
The first discussion call is free and you have nothing to lose.