Orthotown May 2017 - 29

What do you do to help set the practice apart from others?
Dustin: We like that our offices are so different from the
competition, and we like it when we hear things such as "I can't
believe that this is a doctor's office!" We offer lifetime guarantees,
extended hours and Invisalign. Our competition doesn't always do
the same. Honestly, some offices probably think that we're a little
crazy because of what we do, but we wouldn't have it any other way!
You're also heavily involved with Smiles Change Lives (SCL).
Tyler: SCL has been one of the best things we've done. It allows
us, as a practice, to give to the community and help where it's really
needed. When we first heard about the opportunity and were
encouraged to join, we asked how many kids were on the waiting
list in the Phoenix area. They said, "Around 27. How many would
you be willing to take?" We told them to send them all.
Most providers of SCL will treat somewhere around two to five
patients a year. We thought, "If we're going to do this, we might
as well go all-in." Kind of a "go big or go home" mentality. The
director was in tears; there had been kids on the Phoenix waiting
list who'd been waiting more than three years to get treatment.
We were so excited that we could help. This year we've pledged to
treat 100 kids. The only drawback is that there aren't any kids. We
recently hosted an event to find more kids in Phoenix to help, and
we found the 100 kids that we're going to help this year!
Dustin: SCL honored us last year by giving us a Gini Award,
which goes to those who support the organization's mission. They
act like we're doing a lot for them but, frankly, this has done so
much for our team. The children are the most grateful, humble
patients, and it's the most rewarding experience to treat them. We
feel blessed to be able to help those in need. SCL patients always
love to hug us after we finish their treatment. I'm not a "hugger,"
but it is a pleasure to receive their thanks through a hug.
You also received an Invisalign award. How did that happen?
Dustin: As a practice, we've worked hard to learn to treat difficult
cases with Invisalign. I came to a crossroads where I thought, "I
need to either learn to do Invisalign and do it all the way, or stop
treating with Invisalign." I started treating difficult cases and
found that we were getting fabulous results. I submitted a case
to the Invisalign case shootout competition, where they showcase
well-treated Invisalign cases. We were lucky enough to have two
cases chosen to be Top 20 semifinalists in the competition, and one
of the two was chosen to be a Top 4 finalist. I presented this case
at the Invisalign Summit and was voted the winner for the case
shootout for the hardest-treated Invisalign case in North America.
We were so excited to be recognized for our work trying to push
the limits of what's possible with Invisalign.
How do you get the word out about your practice?
Tyler: We've concluded that we need to have a marketing system,
not just random acts of marketing. We've been clients of Burleson

Seminars for a couple of years and have learned what
it means to have a true marketing system. In our
system, we now do things for patients, for referring
doctors, and directly to consumers. These efforts
consist of reports and books for patients, monthly
gifting to referring doctors, and monthly contests
and events for existing patients to encourage their
referrals. We also do direct-to-consumer marketing
through Google AdWords and through Facebook.
These systems are automated through the use of
Infusionsoft, a marketing software.
We have no lack of places or methods to tell
others about our practice. If it sounds complicated,
it's because it is! We've found that to be successful
and grow five practice locations, this marketing
system is the only way to make our goals attainable
and achievable.
orthotown.com \\ MAY 2017

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Table of Contents for the Digital Edition of Orthotown May 2017
