t h e w e a lt h y d e n t i s t M a n f r e d p u r t z k i Manfred Purtzki, CPA, CA, is a principal in the Vancouver office of Purtzki Johansen & Associates. He can be reached at: Manfred@purtzki.com or 604-669-7558.
Create your own market 10 tips for success in a saturated market
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hree years ago, Dr. Arnaldo Lopez left his associateship to start a brand-new practice from scratch in the most dentally saturated area of MiamiDade county. He started with zero patients but now three years later he sees about 100 patients per month. How can he do so well in such a competitive market? In the magazine Dental Economics, he summarizes the strategies of achieving this exponential growth. (And while his practice is in Florida, the same applies to any saturated market, whether Toronto or Calgary.) He began establishing a marketing budget, which was initially 15% of revenues, which he’s now dropped to 10%. Ninety days before he opened his doors, he started a direct-mail marketing campaign. He continued with direct mail, because he did not have the funds for digital marketing. He had his staff manage an Instagram account for his practice and worked on growing his Google reviews to increase his exposure. As the practice grew, the marketing developed into a separate department of the clinic, which required the need for a new-patient coordinator. This staff member’s job was to ensure that the community was aware of his brand. She managed the direct-mail campaigns and
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2 Online reviews. Again, ask your favourite patients to tell others about the great experience at the office. Don’t leave it up to them to do it later; encourage them to write the review while they’re still in your office. 3 Website redesign and advertising. You’ll need a good budget for this but it does work…just make sure you use a reputable company. 4 Online presence. Include your Google My Business account and add photos of your practice online. 5 Before-and-after. Upload photos of great patient results to your website and social media feeds.
Philosophy. Broadcast your practice philosophy to attract patients who share your same ideals. It works like magic. 7
8 New-patient coordinator. Hire a new-patient coordinator and send this staff member into your community. Attend every event possible within a 5-km radius of your practice. Create print materials to distribute at these events.
Direct mail to patients. Mail to your current patient database and let them know what you’re up to and what your values are. Share with the world what makes your office important. People want to know what you’re passionate about; it’s what Dr. Lopez portrays to his patients every day. 9
10 Email campaign. Start an email campaign to stimulate patient referrals.
Dr. Lopez’ favourite quote is from Walt Disney: “If you can dream it, you can do it.” And that’s what he’s done.
sudoku 1 easier solution solution from page 37
solution from January/ February 2020 contest
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Even the busiest of markets has space for exponential
Community presence. Snap and share pictures at community events.
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For Canadian Dentists of British Columbia
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March/April 2020 Just For Canadian dentists
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In-office referrals. Ask your favourite patients to send you more patients just like them.
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sudoku 2 harder solution
attended health fairs, community events, business networking events and local fundraisers— anything that would create awareness of his practice. Having the new-patient coordinator’s single focus on marketing was critical in building his success.
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