Orthotown May 2019 - 40
Conversion
In orthodontics, we're obsessed with our case
conversion rates, otherwise known as "sales."
The intersection of marketing and sales is a new
patient saying "yes" to starting treatment. Use
internal marketing to help you influence the
decision-making process of future patients.
5. Before-and-after photos. Before-and-after photos are your
most powerful internal marketing advertising. Be sure to give every
patient who completes treatment a copy of their before-and-after
photos, so they can show off their result to family, friends and
colleagues.
Place examples of before-and-after photos in your exam room
display books for prospective patients to view, touch and hold. These
photos will influence your new exam patients, especially if they see
their friends and relatives in your book presentation. You may also
place final photos on a patient "Wall of Fame," across from where
new patients and their families sit in your initial exam area. (These
wall hangings are easily made at Costco or FedEx locations.) Future
patients will look at the display during the exam and say, "I want a
smile like that!" Before-and-after photos of your patients provide
added social proof that you're the premier orthodontist in your area.
6. Build value. Once new patients arrive for their complimentary
orthodontic exam, it's time to present and build the value of your
services, which are well worth the cost. Beyond the oral health,
function and comfort benefits of an aligned bite, there are important
psychological benefits of being proud of one's smile. During the initial
orthodontic exam, emphasize the long-term social and emotional
benefits of looking and feeling your best. Consider mentioning that
how you look and feel will affect whom you date, whom you marry,
the type of job you choose, and even career success. Ask patients,
40
MAY 2019 // orthotown.com
http://www.orthotown.com
Orthotown May 2019
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