The Mystery Shopper Project: A Dental Marketing Expose

The Mystery Shopper Project: A Dental Marketing Expose

There have been volumes worth of discussions relating to training and preparing a front desk to handle marketing. In the business of Dentistry it is quite ironic that the people repsonsible for booking over $500,000 dollars worth of work a year, are your least paid. True Dentistry has evolved most rapidly thanks to online communities like Dentaltown. Offices are implementing  creative performance bonuses, rewarding performance and incentivizing employees.

The question which continues to resonate is, Does incentivization replace skills?  Is your staff skilled or trained in the very aspect which is most crucial to your business? Sales and customer relationship management.

With a myriad of choices, Dentistry, aching from a blighted economy, is becoming far more competitive. Offices often see an attrition rate of 25% + of patient loss, and the question remains what should an office do?

It is not the place for this commentary to suggest the actual designs of the solution in terms of skill building, automated and non automated patient communications strategies and the like.

That is the realm of the Practice Management consultants and trainers, who have employed measurable systems and have quantifiable track records of results doing so. The Mystery Shopper Project is about the first of the 12 steps.

Step 1: Admit you have a problem.

The Mystery Shopper Project explained:

The shopper: someone sent in an email saying they were  interested in some implants,  just inherited some money and finally wanting to do some work, left an email and cell phone number.

Here were the results:

Only 17% of our dentists/offices both called and emailed back the new prospect
Only 54% of our dentists/offices called back
Only 25% of our dentists/offices emailed back
Only 63% of our dentists/offices made any effort
That means that 37% of our offices failed to make any contact with the new prospect
These results were generated by offices already trained and mostly incentivized to perform, who have invested in measuring their marketing and actively working to make it better.
The question remains, can incentives replace skill sets? Are offices set up to market effectively? What systems are in place to ensure that your practice is set up as a successful business should? Growth and development can only be born from effort and measurement. How many marketing ventures have you evaluated based on return alone without considering, what potential leaks may have been stymieing your results. I wonder if this the main reason most Dentists think referrals are the most valuable source of income, because referrals are front desk proof?

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