Preparing your Dental Practice Promotion for the First Quarter of 2013

Here is a guest blog from our friends at New Patients Incorporated (NPI).
Hit ’em hard
in January (and February, and March)! Whether it’s the internet, mail, print, radio,
TV, or almost any other media choice, best case scenario is to get your impressions on
the street between the end of the first week of January to the third week in
January. Stay consistent from that point forward, each month, well into next year. There
are several reasons why this makes statistical sense. Historical data  tells us so.
The first reason is pent up demand from consumers NOT making choices on a new
dental practice from November 15th through New Year’s Day. That is just pure math.
Add to that the social pressure of wanting to improve something about yourself at
the turn of every new year. For some people it is about losing weight. For some
people it might be a new wardrobe. For some people it might mean working less
and taking more time for themselves. And yes, a certain number of people are
going to finally give their smile the attention it deserves. We don’t know how many
people feel that way, we just know the number is greater than zero. This coming year,
you also have to add on the end of the consumer election malaise that hits all
markets. Yes, consumer spending slows in the quarter leading up to a presidential election. It’s been happening for decades. This last election was no exception. In
January, the election drama will fade in consumers’ minds and more people will
get back to paying attention to what has always mattered most – themselves! 
Another reason 2013 looks very much like a rebound year, is the pent up demand from the last
four years! Sure the recession has hit dentistry. Of course it did. But what happens
to neglected teeth after four years? Sooner or later, people that put dentistry
off, are going to need a bunch of dentistry! For all of these reasons, January,
February, and March 2013 are stacking up to be pretty good bets! So is the rest of 2013.
you are trying a new medium in 2013 – start it in January

Some of you
don’t need to expand into alternate media to generate more new patient flow. You are
at or exceeding your capacity now and your promotions are working well. But, for
those of you who are expanding your promotion in 2013 – don’t wait to pull the
trigger! Deploy starting in January! For all of the reasons stated above, start
with a new promotion project in the first quarter of 2013. 
You (statistically)
will have the best chance of that new
media paying off during this time frame. Using a new promotion medium can be scary.
It can be scary because you don’t know if it is going to work or not. Start it and track
it when it has the best chance of being successful. We have seen many
promotions lag in response during the first two to three months, only to build
momentum further down the road and become wonderfully consistent producers of
new patients.  
The 1st
quarter of 2013 is going to be a great time to test a new promotion medium in your
you haven’t already – commit to using tracking numbers in 2013

If you open
and actually read these newsletters, you might be getting a bit tired of us
talking about the use of remote call forwarding telephone numbers embedded into
your promotions. If you are a client and already use them, well, you already
know how beneficial
they are.
For those of
you not familiar with call tracking numbers, now is definitely the time to attach them
to your 2013 external promotions. Use them on any promotion that consumes more
than 10% of your annual budget.
promotion generates the call, your team interacts with a potential new patient, and the
caller either becomes a new patient – or not. As the CEO of your dental practice, the
remote call forwarding website (where all of your calls are recorded and
reported) becomes a CEO Control Center. We have been working with dentists for
25 years now. We know how demanding being a dentist is or can be at times. 
know you just want
to go home and forget about the office for a while. We know you don’t want to sift
through piles and piles of reports to figure out how your promotions are doing. We
also know the last thing you want is more stress. Stress is caused by
uncertainty. Uncertainty stinks!
But that’s
the beauty of remote call forwarding/tracking – it easily removes uncertainty! Go home after
a long day at the practice. After you relax and unwind a bit, go ahead and log into
your online call tracking account. See how many calls came from each of your
promotions. Listen to a few phone call interactions between potential new patients and
your staff. Look at how many potential new patients called during hours with no human
phone coverage. Just simply being aware of what is going on with all of your promotion and the interaction between prospective new patient and your team give you (the
CEO) complete control. Awareness destroys uncertainty. Awareness allows you to
make properly informed decisions. Being aware reduces stress. Marketing
isn’t supposed to be stressful. It is supposed to be fun!
Holidays to you and yours!

From all of
us here at New Patients, Inc. we want to wish everyone, a healthy, happy, and warm
holiday season.
If any of you
need us between now and 2013, just call 866.336.8237. We will be here for you.
As always, if
we (NPI) don’t handle your promotion for you, you can learn the most effective
ways in our latest book. We also have 7 hours of online CE for you to learn from. Of
course, if you’d like us to build you a marketing plan for your practice, at no cost or
obligation to you, we can do that as well. Just click this link and share information about your dental practice.
You will get your marketing plan emailed to you in 4 to 5 work days.
Got questions? Want to learn more?  
You can reach Mark & Howie at:
For more information, please contact