Orthotown March 2020 - 19

Thanks for your reply. You make some good points, but I did not explain to you my whole
staffing situation.
I have one full-time employee because all of my staff is part time. I've been open less than a
year, but I was able to bring over patients from the multispecialty practice where I used to work.
The potential new employee can also work part time, 1-2 days per week.
As a new practice, I need to be spending heavily on marketing because my business model
is not to be a big insurance practice but FFS/PPO, and I didn't start this wanting to just take
every insurance under the sun. I am in a market that can support this if I make and foster the
right relationships and promote myself well. Many of the nearby orthodontists are like this; the
nearest standalone ortho practice is not in-network with any insurance.
I do have a marketing plan/idea for a marketing calendar that I just don't have time to
implement myself. I have a list of 20+ ideas and a small budget to support it, and I just have not
had the time to dedicate to marketing. I hate posting to Facebook and Instagram, it's not my
thing, but this is important. I don't have time nor real desire to be doing all the things I know I
need to do, so this person would execute this plan.
It's funny that you mention hiring a consultant, because I had thought about that but figured
I don't think I need a consultant who's just going to tell me ideas that I already know, but rather I
need a human person who can do all the things the consultant would want me to do, but because
it's in her personality to do all these things, she'd be better at it anyway. Plus, she can answer the
phone for me, etc. as I need. Also, I've thought of hiring this woman as an independent contractor
to work on marketing for me on her own schedule, for services rendered a flat fee. She wants to
potentially make a career move into being a social media marketer.
I disagree with you that patients choose or do not choose an office solely based on the doctor
or reputation. That might be why they call you to schedule an appointment, but they start because
they trust you and also because they feel comfortable and welcome with the other people they
need to interact with throughout the 18-24 months they're in treatment. My TC is super friendly
and patients love her. I definitely think this has swayed people to start when they're undecided.
This other woman is the same way and I love having someone with such a lovely, warm, engaging
personality being the face of my practice, I really think it helps to get raving fans of your practice
and build a word-of-mouth positive reputation. ■

NyceBiteR
Member Since: 10/21/08
Post: 3 of 9

10/13/19

Is this how young orthodontists advertise their offices nowadays? I must admit that I am
clueless about the social media stuff. I don't even have Facebook, Instagram or Twitter accounts.
Do people really choose their orthodontists from reading stuff and watching video on Facebook?
Do you really want this type of patient in your practice? Are you concerned they could post bad
things about your office on Facebook if they are not happy with you?
If a new patient comes into your office and likes everything about you and your treatment
recommendation but you don't accept his/her insurance plan, are you OK losing this patient to
a nearby corporate office that accepts that insurance plan? People are not going to pay 100%
cash for ortho treatment (no matter how much they love the orthodontist) when they have ortho/
dental insurance that they pay every month for.
I guess there are some orthodontists who'd rather spend their money on giving out free stuff
and hosting events/contest to attract new patients. Instead of spending my money on this free
stuff, I'd just accept a lot insurance plans and charge low fee to attract new patients. Much less
effort and easier to get new patients. The more patients I treat, the more people who will know
about me. Word-of-mouth referral is the best type of referrals.
I'd much rather get new patients from word-of-mouth referrals. Before these new patients
come to see me, they were already informed by their friends and relatives some of the pros (low

ucla98
Member Since: 9/28/07
Post 4 of 9

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Orthotown March 2020

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