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Marketing The Expert Brand


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Lesson #3: CORE Lesson #3 – Acting like a Specialist

About This Lesson

Instructions coming soon..


Action Items

  1. Create a referral sheet to your specialists based on your specialty.
  2. Be sure to implement your Dream 20 and think of ways you can act more like a specialist when it comes to your marketing.

Full Video Transcript / MP3

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Hello and welcome me back! This is Dr. Steve Schluentz and we are on Module No. 9, which is all about Marketing the Expert Brand. We're on to tenet no. 3. This video is going to be very simple but very, very powerful. When you are thinking about marketing, I hope you understand now, in this module by tenet 1 and tenet 2, you're thinking about marketing a little bit different. Listen, if you're listening to this or watching this, my guess is at some point, you've had some advance technical training. You can do certain things in your practice that the general dentist can't do. In order for you to do more of the things you want to do and the things that you're trained in, you need to start acting more like a specialist.

When I was looking at some of the common traits of people that were very successful in marketing as an expert, they did this specific thing, which was they acted more like a specialist than a generalist. When you're acting like a specialist, you want to think and act like the specialist you know - endo, pedo, perio, oral surgeons, any specialist in that nature. What do they do differently than general dentists do? One thing they do is they are clearly defined as to what their specialty is.

As a general dentist, I know you're not a specialist in implants; you're not a specialist in full mouth rehabilitations; you don't have that certification to be a specialist. But I want you to start acting like the specialists do. What does an endodontist do? How do they market to you as a general dentist? Not only do they keep in touch with you with simple things like cookies and thank you cards and things like that, but they're acting and they're reengaging with you constantly at very patient interaction.

You need to start flipping the script. Imagine if you're an endodontist and a general dentist that you have patients that get referred into you, they start sending you referral paths, they start sending you cards and cookies and "Thank so much for taking care of our patients." And then, the next level, and we talked about the lunch and learn concept, but as you come to their office and start talking about what makes you special as a general dentist that that does x, y and z, you need to start, literally, copying what your specialists do for you if you like the specialist you're working with. Now, if you don't like the specialist you work with and the dynamic, then you probably need to find a new specialist. Think about the really successful specialist that you refer to all the time and say, "Man, that's really good. They do this very well."

I have, for an example, an endodontist that I work with. She's the most meticulous, well-thought endodontist I've ever worked with. Every time I send a patient to her, I know they're getting the best possible care. There's a long description that's always sent back to me that really helps with the patient communication so I know exactly what they talked about; and it comes back to me, so I could always talk with the patient. I want to be thinking the same way. Some of the things that I've done is if I know I'm working with a full mouth rehabilitation patient, and I have to send them some place, I will literally send them a description of the treatment plan, what they're doing, why they're doing it, how are they doing it. I will also ask the patient permission to send it to a physician, chiropractor, whoever they're working with.

Listen, if I'm making a dental plan for you, this is a medical procedure. This is a plan that incorporates this patient's health, so of course, I want to be able to incorporate the physicians and what we're doing and how we're doing it. Think about that if you have a document, if you're working on master plans or simplified master plan, and I send that to a physician, and the physician gets a hold of it, think about what that does for you. You've already put yourself in the top 2% to 3% of referral-based patients that are going to come into your practice, because you take the extra step. Listen, Facebook Ads are great; Instagram is great; all of these things are great; they all work in unison. But start to think like specialist that are getting tons and tons of referrals. If you begin to implement this approach when it comes to your ideal offering and your ideal patient, you will hit a slam dunk.

There might be people that you don't want them to refer patients to you. You don't have to go out of your way to be the go-to person, the specialist, [inaudible 00:04:44] to offices that you know historically have created problems for you. I do think it's on you as the general dentist though to take [inaudible 00:04:52] and figure out if I'm not getting ideal referrals from this office, is it just that their patient level isn't where it needs for them to see me, or is it a communication gap, and often times, I find there's a communication gap. They just don't know what you're supposed to be seeing, so they will send anybody to you, but they might not be qualified patients. That's again, acting like a specialist. Let them get clearly defined in terms of what you do, how you do it, what's the best way for a new patient to come into your practice. As you continually define and act more and more like a specialist, I can guarantee you this approach works.

Your action steps is to create a referral sheet to your specialist based on your "specialty". If it's full mouth rehabilitation, if it's TMJ treatment, if it's implants, if it's cosmetic work, write a referral sheet that is based on those things that you want to be doing more of. Be sure to implement your Dream 20 and think of ways you can act more like a specialist when it comes to your marketing.

Listen guys, this is not rocket science. It's the easiest way that you can generate more patients by starting to act, internally, act like the person you want to be 2, 5, 10 years from now in your practice, find your referral sources, work with your specialist, act more like a specialist. When you take care of these little things over time, it will make a monumental difference.

I hope you enjoy this one. I'll see you at the next video.