You are at the top of your field in dentistry. The price of your quality dentistry is, and should be high. But are you really getting all that you’re worth?
Start by asking yourself:
- Are we pricing our services too low?
- Do we have a proven sales process designed to get high prices?
- Does our environment (building, employees, marketing/brand) all speak to a quality high priced item?
Here are a few quick solutions to help you get things moving in that direction.
How’s our brand doing?
What’s your logo like? Are you making 100% consistent use of logo versions, fonts, color schemes, and key messaging? Do you have a branding guide for your practice?
Solution: Hire someone to audit your brand and to bring everything together for you. A branding guide is a simple way to ensure that every piece you ever create is going to match up and help you build brand recognition. A good cleanup in this area is a great place to start.
Does the inside of our practice look like a dental office?
Yeah? That’s bad. Nobody likes going to the dentist. Nobody likes that sterile, dental office look. So, let’s not give it to them. We want people to feel comfortable, like they’re entering an upscale home.
Solution: Hire an interior designer to help you choose and lay out your furniture, colors, artwork, and other fixtures.
At the end of the day, you’re not really selling dentistry. You’re selling people a better life – your environment is that start.
Is the outside of our office clean?
First impressions matter. How is your signage? Are you easy to find? How is the parking area, practice entrance, pathways, and landscaping? Are you presenting like a new Mercedes or an old Ford with a rusty bumper?
Solution: If you own the building, then get on this stuff ASAP. Hire a company to do it right, and to keep it that way. If you’re leasing your space, approach your landlord with your requests.
It might make sense to bring in a commercial tenant rep to read over your lease and help to make more informed arguments.
Does our office smell?
You know that smell that you and your team have gotten used to over the years? Yep, it’s still there – and nobody likes it. Let’s not put our top value patients through this any longer.
Solution: We bake cookies to bring an incredible aroma to the space. Good quality air fresheners work well too (cookies are better!). Either way, this is an easy fix.
Are we marketing effectively?
How’s your website? How often is it updated? Is it a compelling repository of informative content, or a lousy online brochure that your nephew put together with your phone number and a contact form? Your website is your REAL first impression (even before your parking lot). It’s time to consider that EVERYONE wants more higher paying customers. Attention is online, so you’re going to have to go there and compete. That means building brand and having a clear marketing plan.
Solution: Outsource it. Quit handling your website, social media, email nurturing and content strategy yourself. It’s an investment, not an expense. Hire an agency like our partner and go spend your time performing $50,000 procedures instead.
What’s everyone wearing?
Is your team in scrubs all day? Are doctors wearing lab coats? Again, we don’t want people to feel like they’re in a dental office. We want to convert professionalism, competency, success, trustworthiness. Uniforms matter.
Solution: Wear scrubs and lab coats only when absolutely necessary. Otherwise, it’s neatly pressed blouses, button-down dress shirts, and coats & ties. It’s more art than science, but dressing like the wealthier clientele that you’re looking to attract can bring big impact.
So, there’s some low hanging fruit for you. I hope it helps you to audit your practice and perhaps give you some ideas to help you move in the direction toward more high-dollar services.
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Jenni Moseley has been in the dental field for nearly 20 years, since she was in her mid 20s. She pioneers the core values of the Elevate Practice systems: offer dentistry that people truly want, provide the services people deserve, and find the people who genuinely value quality dentistry.