How do you take care and nurture the “third herd” in your dental practice? In this article, dental practice management consulting adviser Ed O' Keefe will share to you the ways on how you can nurture the third herd in your dental marketing business. The dental practice management consulting adviser will also share to you the ways to prevent your competitors from getting your potential patients into their practice. And this is something that the dental practice management consulting adviser focuses specifically at their dental practice management website!
How to take care and nurture the third herd in your business...
There are lots of ways that you can nurture the “third herd” (or the interested but not yet ready herd) in your business. What you can do is that you can mail them or e-mail them because you don't know what will make them respond to you. You don't know if it's going to be direct mail if they better respond off an e-mail that sends them to a “webinar” or a website that has a video. You don't know those things... so as a dental practice management consulting adviser, I always tell my clients to try every single media in every single way! The next thing you don't know is you don't know when that person is going to flip from being “interested but not ready” to “interested and ready right now”! So we need to use the software, we need to use our creativity and our brains that for every single month (without even blinking) we are going to mail something to our leads. That's what you're doing every single month. It could be in a form of a postcard; it could be in a form of e-mail; it could be a tele-seminar; it could be a seminar; it could be a webinar; etc.
The key here is that you are offering to them every single month. And here's the number one most important reason why it is. It's because you've spent the money to get the lead, and now you've spent the money to follow up with them for six weeks aggressively. As a dental practice management consulting adviser, that's usually the campaigns I teach. Get the lead, six weeks of aggressive mailing and aggressive contact maybe through phone call, and really work on that lead. Then after the six weeks, or 90 days, or however you want to do it; we just hit them once a month, we can e-mail them once a week, and we would want to keep plugging away. And the reason why is because the last thing you ever want to do is mail them aggressively for six weeks and then all of a sudden stop mailing them because you have a mental blockage in your brain that says: “Well, they must not be interested...”. No, they're interested that's why they raised their hand; that's why they opted in, and they requested the report. And we need to keep mailing to them so that your competitor down the street doesn't get excited all of sudden that he decides to send out one postcard! So we've done all these nurturing, we've warmed up the client, or the possible lead, or the potential patient. We've worked them, we got miles of excitement, and all of a sudden it's week 9 after they requested information, they wake up and then they say, “I got to find that dentist who's sending me all these stuff. I'm ready to go now!”. And all of a sudden a mail, a letter, or a postcard comes from your competitor. So, if you give up on these leads too soon, what you're doing is that you end up helping your competitors by not following up with that patient forever!
The other thing that happens is say you ignore your competitor for a moment (who's actually mailing something) and you would just look at a natural passive response which is: “They got all these direct mail from me and I think they probably precisely know where that postcard is, I've sent six of them by the way, they got to know...” And you actually think they held on to it. So when their brain flips from “interested but not ready” to “interested and ready right now”, they go looking for it, and they can't find it because the cleaning lady came in and she threw out the stuff out and they can't find it. So guess what they'll do? They'll open up their yellow pages and they go right looking in for a dentist, or they go online and then type in “dentist” and they type in their town. So the last thing that you want to do is to stop following up on this people. As a dental practice management consulting adviser, I always tell my clients that they need to nurture and take care of these people.
As a dental practice management consulting adviser, I guarantee you this: when you start lead generating (which you should be doing for any kind of niche-specific dentistry), 80% of your profits will come after the third mailing. So you'll mail, you'll hit a postcard, you'll mail again, and you get some patients! And the reality is that all your profits and all your real revenue starts to come in overtime by nurturing those leads that you've brought in. And the reality is if you can build those leads, you'll have a long-lasting presence in your area; you'll have a list of “interested but not ready” people that each month a certain percent you will convert over; and the key thing is that you need to make sure that you don't commit the number one marketing sin and that is to not follow up... and we'll do the opposite which is to follow up and nurture these people!
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