It All Starts With Marketing

Praise for It All Starts with Marketing

"Dr. Ann Marie Gorczyca is a class-act orthodontist all around. In her book, she shows it well with clever tips, proven methods of patient care, and ideas to assist in overall dental excellence all so generously shared here to help others become more successful and to WOW! their patients. She has gathered together many ‘extras’ one can do in the daily business of dentistry to influence and please patients, their families, their referring specialists and the community at large. What a gift to a new doctor wanting to generate happy patients and future referrals."

Rosemary Bray,

Speaker, Trainer and Consultant to the Dental and Orthodontic Profession

What an incredible resource for dental GP’s and specialists alike. Marketing is an essential ingredient for every dental practice in today’s marketplace. This book fills the knowledge gap that most of us have on how to successfully market and attract new patients.

Lee Ann Brady D.M.D.,

Speaker, Dentist, Desert Sun Smiles, Glendale, Arizona

The world of dentistry has become increasingly competitive over the past decade as marketing strategies become more and more sophisticated. Dr. Ann Marie Gorczyca has answered the need for a straight-forward, common-sense approach to marketing that any dentist can implement easily and successfully. This publication deserves the attention of all who want to continue to grow and thrive in today’s professional marketplace.

Dr. Michael Cohen D.D.S.,M.S.D.,

Periodontist, Founder, The Seattle Study Club

Dr. Ann Marie Gorczyca has a passion for business concepts and strategies as they apply to the dental world. This book is filled with many ‘Why didn’t I think of that first?’ ideas, that are sure to help your practice grow and thrive, even in a challenging economic climate. This book will serve as an invaluable resource with diverse and easy-to-implement marketing ideas, solid advice and proven strategies for strengthening and growing your dental or specialty practice.

Maureen Valley D.M.D., M.P.H., M.S., Orthodontic Specialist,

Associate Professor, University of the Pacific,

Arthur A. Dugoni School of Dentistry

This is the ‘Go-To’ marketing manual for dentists and dental specialists! It’s packed with marketing tips that really work specifically for the dental practice!

Judy Kay Mausolf,

Coach, Speaker, Author & Practice Riser

Without question, this book is a requirement for every dentist and dental specialist determined to build an elite practice.

Neal D. Kravitz D.M.D., M.S.,

Kravitz Orthodontics, South Riding, Virginia

Dr. Ann Marie Gorczyca started an orthodontic practice, in a competitive market, from scratch. She was determined to succeed and she has. In this book, she shares her many thoughts and ideas that took a start-up practice to the thriving practice that defines her success. This book is a fresh and energetic look into marketing with concepts that apply directly to dentistry. Marketing is perhaps the most important management aspect of starting, growing and maintaining a successful and vibrant dental practice.

Jay Wirig, Managing Partner,

Thomas, Wirig, Doll, CPAs to Dentists and Physicians

This book is filled with simple ideas you can implement today, whether you are a new or established dental practice owner or in general or specialist practice. Dr. Gorczyca helps you think about the total care of your patients and why they entrust it with you.

James Goolnik B.D.S., M.Sc.,

Dentist and Author of Brush, London, England

IT ALL STARTS WITH

MARKETING

201 MARKETING TIPS FOR

GROWING A DENTAL PRACTICE

DR. ANN MARIE GORCZYCA

Copyright © 2013 by Ann Marie Gorczyca. All rights reserved.

Smashwords Edition, License Notes

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional when appropriate. Neither the publisher nor the author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, personal, or other damages.

It All Starts with Marketing: 201 Tips for Growing a Dental Practice

By Ann Marie Gorczyca

1. MED016090 – Medical: Dentistry - Practice Management

2. MED016000 – Medical: Dentistry – General

3. BUS043000 – Business & Economics: Marketing - General

ISBN: 978-1-935953-60-9

Cover design by Lewis Agrell

Interior design by Stephanie Martindale

Authority Publishing

11230 Gold Express Dr. #310-413

Gold River, CA 95670

800-877-1097

www.AuthorityPublishing.com

To my father, Fryderyk,

who always encouraged me to write a book.

To my husband, Richard,

with much love and admiration.

To my son, Richard Fryderyk,

the joy of my life.

CONTENTS

Foreword

Introduction

How to Use This Book

Part One: Internal Marketing

Chapter 1: Place: Your Patient Experience

Chapter 2: Product: Things Patients Love

Chapter 3: Price: I Can Afford Dental Care

Chapter 4: Promotion: the Patients, the Team, the Doctor

Part Two: External Marketing: Public Relations

Chapter 5: Any Time, Any Place

Chapter 6: Brand

Chapter 7: Communication

Chapter 8: Discovery

Chapter 9: Experience

Part Three: Relationships

Chapter 10: Educate

Chapter 11: Communicate

Chapter 12: Participate

Chapter 13: Give

Chapter 14: Produce

Conclusion

Appendix 1: Marketing Calendar Template

Appendix 2: Sample Marketing Calendar

Acknowledgements

About the Author

Bibliography

FOREWORD

BY FRED JOYAL

This book is truly about abundance. Not only is it filled to bursting with concise, unique ideas, it reveals a vision of the dental profession in which patients, colleagues and the world in general are all made better by sharing and caring about each other.

In reading Dr. Gorczyca’s book, I’m reminded of how dentists are essentially practical scientists, going through their days in a very methodical way. And what Ann Marie has done here is taken that scientific approach and applied it brilliantly to dental practice marketing.

This book is a step-by-step guide to creating and implementing a well-executed marketing plan. And just as in your dentistry practice, you will find that you may make modifications and focus on some aspects more than others, and also make adjustments based on your patient base. But the whole toolkit is here, a fabulous resource that will have a profound effect on your success and the day-to-day enjoyment of your practice.

Dr. Gorczyca also reminds me of why I’m so passionate about the dental industry, because she exemplifies the quality that I see in the best dentists I know. That quality is an attitude of abundance. She is not only passionate about offering the highest quality of care to her patients, but she wants to share the keys to her success with each of her peers.

This attitude, this worldview of abundance, doesn’t happen that often, in my experience. Most people are gravely concerned that there isn’t enough of everything to go around, and so are extremely cautious about what they share. They guard their secrets closely, wary of competition, dreading failure or even just diminished wealth.

Not Ann Marie. Every conversation I’ve had with her has been about the advancement of the dental profession, how much opportunity there is for everyone in her field, and how every dentist can enjoy life and be more productive.

I hesitate even to call this a book, because it is more than that. It is a manual, a guidebook to success that is in small part educational and in large part practical. Some of these tips may take you a few minutes to implement, and others may take you the entire course of your practice life to perfect. But if you apply just 10% of them, you’ll be 100% better off.

And that enrichment will not just be financial. You will have a happier team, a more enjoyable place to go every day, and a host of patients whose smiles you can be proud of. More than that, you will be a true professional, with a high and well-deserved standing in your community.

And you will have proven Ann Marie’s greatest message: When you live from abundance, abundance comes to you. The map is right here in your hands, so let the great journey begin.

Fred Joyal

Author of Everything is Marketing and co-founder of 1-800-DENTIST®

INTRODUCTION

Either write something worth reading or

do something worth writing.

–Benjamin Franklin

The business of dentistry is more competitive than ever. When I opened my orthodontic practice in Northern California almost 20 years ago, there were 42 dentists in East Contra Costa County. Now there are over 100. At that time, there were only five orthodontists in the area. Now there are more than a dozen, not to mention a large discount clinic down the street and dentists who do specialist procedures. The current dental environment is changing for all of us. We can all benefit from additional resources to help us deal with the new economy. Marketing will help you embrace and conquer this challenge.

Marketing is a difficult subject for dentists to discuss. Dentistry is made up of highly educated, scientific and artistic professionals. We are a sophisticated, ethical, and sometimes shy group of individuals. Marketing is something we may wish to avoid, but we cannot. Remember that even professionalism is a form of marketing. For everyone running a successful dental practice, marketing is therefore an important element of the business management mix. Growth now is more dependent than ever on awareness, organization and implementation of marketing skills. Marketing is essential for dentists to survive and thrive in the new economy.

Marketing is not about marketing secrets, insider clubs or consultants who share clandestine ideas. If your marketing is not remarkable, visible to all, and known by everyone in your community—including your competition down the street—then it is probably not effective. Marketing is here for all of us to share. The biggest secret to successful marketing is taking the time to develop an effective, consistent and expeditiously executed marketing plan.

When I was a student at Harvard School of Dental Medicine, I had the opportunity to study at Harvard School of Public Health in the Department of Health Management and Policy. There, I attended my first marketing lectures and started to understand the importance and broad-reaching effects of marketing in the healthcare industry. I learned that marketing involves many things, including case studies, comparisons, differentiation, product analysis, demographics, communities and target audiences. Marketing is about personal preferences, branding and customer service. Marketing is the ability to move others and direct them toward what we have to offer – dentistry. This perspective is valuable to you, the dental professional, in the marketing of your business, your dental practice.

Like some of you, I started an orthodontic office from scratch in a new community. At first, I was a total stranger. This was very difficult, and after three months, I remember being in tears thinking that perhaps I would fail. But, due to marketing, patients quickly found their way to my door. For dental specialists, marketing is even more essential, considering that it becomes necessary to rebuild your practice with new patients after the completion of each and every case.

As a child, I loved my orthodontist and his office. It may surprise you that what impressed me most was his fish tank. Yes, that’s right, his fish tank. I tell this story only to emphasize that the special things about your dental practice are what patients love and remember most about you and their experience in your office. These extraordinary things create patient experience and patient happiness. Truly magical things make a difference. They make you remarkable. All of these amazing things are marketing. When it comes to marketing, everything counts.

Included in this book are some ideas, experiences and strategies I used to gain new patients and grow my practice from the ground up. I hope that several of these tips will be helpful to you, especially those of you just starting out who may need a little help, encouragement, a positive push or a you-can-do-it cheer to make you feel more empowered to persevere. I hope this book is also useful to those who have been in practice for several years; those of you who are looking for a few new ideas to help make your patients feel special, your team more engaged and your office just a little more fun.

As the economy and dentistry continue to evolve, so does the marketing mix of possibilities for your dental