Differentiate your practice

The dental implant market has exploded across the United States, and many dentists want to jump on this trend due to its ability to quickly improve patients’ lives, the relative ease of the procedure, and the potential for significant profit. However, this rise in popularity has also created what many refer to as “the race to the bottom.” Dental offices and DSOs are drastically cutting the price of this procedure to attract patients, while larger offices with high marketing budgets are overshadowing smaller practices. As dentists, we believe the quality of care should shine through all the marketing. Unfortunately, many patients are price shopping because they don’t understand the difference between a provider who has placed 100 implants and one who has placed 10,000. So, how do smaller private practices survive and compete in this climate?

I have worked in over 15 practices that place a large number of dental implants. The practices that struggle to get by tend to lower their prices to rock-bottom levels, lack the right team members, and have poor office culture. On the other hand, successful offices have strong cultures and amazing teams, which translate to exceptional patient experiences.

The patient experience plays a pivotal role in case acceptance, internal referrals, and overall patient satisfaction. This experience begins with the very first staff member to contact the implant lead through the customer relationship management (CRM) software. Often overlooked, the appointment setter is the first point of connection with the patient and, in my opinion, the most important. Saying the wrong thing or coming across as rude or uneducated, can cause the patient to look elsewhere. With marketing for dental implants becoming increasingly expensive, every mistake at the start of the process becomes even more costly further down the funnel.

Once the patients arrive at the office, the treatment coordinator takes over their care. Many offices fail to recognize the importance of this role. The treatment coordinator needs to be a true salesperson. While we, as dentists, know the best treatment for the patient, someone needs to communicate the value of the treatment and “sell” it effectively. The ideal candidate for this position has a background in sales, the ability to connect with patients, and genuine empathy. Trust in the treatment coordinator, the office, and the dentist makes patients feel comfortable and confident in their decision to move forward with treatment. Full-arch dentistry is expensive, with treatment plans ranging from $20,000 to $50,000. The treatment coordinator also assists patients in financing their treatment, if necessary.

There are many ways to differentiate your office in the competitive implant market. Many patients shop around, searching for the lowest price. By starting with the right appointment setter, you can ensure that your marketing dollars are working to deliver the best return on investment. A skilled treatment coordinator who can connect with patients and close sales will keep your schedule full, allowing you to create new smiles and happy patients.