Here are 3 Ways Any Dental Practices Can Follow Up On New Cosmetic Dental Inquiries
Over the last few years the cosmetic dentistry industry has exploded as increasing numbers of dental patients are starting to explore a wide variety of aesthetically enhancing treatments such as teeth whitening, gum contouring, and smile makeovers. For dentists who offer this service it’s good news as they continue to receive an increasing number of enquiries. However it’s also bad news as a higher demand means greater competition. The question is:
“How can dental practices land patients looking for cosmetic dental treatments before their competitors?”
The answer: “By having a follow up procedure in place!”
Did you know that according to a recent marketing survey 48% of businesses never follow up with a prospect? In dental terms this means that rather than a patient sitting in your dental chair, they’re sitting in someone else’s. To prevent this from happening, here are 3 great ways that dental practices can follow up on new cosmetic dental leads.
Tip 1 – Follow-up emails
Follow-up emails don’t have to be long lengthy affairs; indeed it’s better if they’re kept short and sweet. In essence, they’re there to achieve a purpose and that purpose is to get the recipient to take some sort of action. That action could be calling you for further information or booking a consultation to discuss the types of cosmetic treatments you offer.
Here are some key pointers:
Avoid skirting round the subject and get straight to the point.
Let’s face it you’re not simply ‘checking in’ or ‘just checking to see‘ instead you’re trying to accomplish something, so you really need to clearly state your purpose.
How about something like….
‘Hi (insert first name here)
I’m following up on an enquiry you made a few days ago regarding cosmetic dentistry treatment. I’d just like to let you know that we offer all patients a free, no-obligation consultation to discuss their cosmetic dentistry needs. If you’d like to make an appointment, or to call us for any further information on how we can help, you can do so by contacting us on (insert number here).
Thanks again and on behalf of (mention the name of the lead dentist or practice owner) we look forward to hearing from you.
Immediately it gets straight to the point. It tells the patient right away what the email is about and more importantly, what they need to do to take action.
Highlight any benefits you offer
You’ll also notice that I’ve mentioned a benefit in the form of a free, no-obligation consultation. If you do offer this service, you’d be crazy not to tell the recipient about it. In fact any benefits you have over your competitors such as discounts on teeth whitening treatments or wrinkle reduction, should be included.
Craft a great subject line
The final piece of your follow up email should be the subject line. Like the email itself, it should be kept short and sweet but also catchy enough to pique the reader’s interest. In a 2014 survey of over 6.4 million emails, it was found that those subject lines that contained
• Concrete numbers and/or times
• Urgency words such as ‘tomorrow’
• Personal names
were more likely to be opened and read, as opposed to those that didn’t.
Tip 2 – Give them answers
Most people enquiring about cosmetic dental treatment are looking for specific answers, so how about giving the information to them in the form of a helpful report or guide. Here’s how it works.
• The patient makes an enquiry about cosmetic dental treatment via email.
• You send them a report or helpful guide to their email address
• After reading your helpful guide or report the customer likes what they hear and books an appointment.
Well that’s the theory anyway…
So what should these reports or guides contain?
Lets say that you have a helpful guide on teeth whitening. It should contain all the information a patient needs to know. Topics such as background information, types of treatment, the sort of results patients can expect, and what they may experience during the treatment, are all key features of a good report or helpful guide. The idea being that it gives them enough information to make a informed dental decision, but moreover, it tells them that you are the ‘go to’ cosmetic dentist for this particular treatment.
The main benefits of following up with a guide or report is that it can be sent quickly alongside a covering email, so it isn’t a time consuming job. In addition the guide only has to be written or commissioned once, after which it can be sent over and over again to a multitude of patients, so it’s cost-effective marketing too. You can also have a series of guides for specific treatments, meaning you can laser target each guide to the needs of each customer. If used properly this is an effective way of converting follow ups into leads.
Tip 3 – Reach out personally
The final tip is to reach out in person. This is less commonly used simply because it can be time consuming. However it’s pretty effective. Imagine if you were the person making the enquiry and one or two days later you received a call from the dentist in question thanking you for your enquiry and inviting you to a free, no-obligation consultation. It’s pretty difficult to resist right! To be most effective the call needs to come from you personally rather than your reception team as it adds a certain kudos. Try to keep it friendly, and like the email, keep it short and sweet. The conversation may go something like this:
“Hi (insert name) I’m doctor (insert name) from (insert name of dental practice). I noticed you made an enquiry about teeth whitening recently and I’d really like to help you get a brighter whiter smile. Can I invite you to a free, no-obligation consultation with me some time this week to discuss how we can achieve this?”
Unsurprisingly this method of follow up is very much underused, but research has shown that warm prospecting like this can deliver outstanding results.
So there you have it. 3 examples of how you can effectively follow up on new cosmetic dental enquiries to land more patients. If you’re prepared to do what others won’t and use one or more of these methods above, then there’s no doubt that your patient base will increase.
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Here is another great article – 3 Compelling Reasons Why Online Patient Reviews For Dental Practices Work
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