Defining Your (orthodontic) Brand and the Language of the Patient Referral

We (humans) are where we are in the food chain because of language. We can uniquely share experiences and discoveries with subsequent generations such that they are not force to re-invent, but rather can expound on prior achievements. Does an idea have value? No. Not unless it can be adequately verbalized such that others can understand both its necessity, logic, and execution. Why are franchises statistically more successful than their privately held counterparts? Because the systems and tasks required for their continuance and growth are easily transferred between employees by spoken and written word. Language, whether it be in the form of a mathematical proof, user's manual, or business plan, is required if the idea is to be effectively shared between individuals.

You, the entrepreneur orthodontist, likely employ this concept even if you've never taken the time to define it as I have above. Many, if not most, orthodontists script much of the treatment coordinator's presentation of the treatment plan. You probably have some form of a script for the front desk, whether for answering calls or greeting patients as they come in. Note: If "no" is the answer to either of these, stop what you're doing and call us :)  But the vast majority of orthodontic practices do not script perhaps the most important facet of practice communication that there is; the "language of the referral."

In presentations, I typically put some poor staff member on the spot with this, "Tell me why I, a person that you met socially and has a child in need of orthodontic care, should choose Dr. 'Smith. Go." Invariably, the person stammers as the thoughts swirl only to coalesce into some form of, "Dr. 'Smith' is the best orthodontist, is caring, and is professional." I'm not sold. Are you? 

At this point I usually turn to the orthodontists in the group and ask if anyone knows their mission statement(s) off hand. You probably haven't looked at it in ages. But no worries, you probably wrote it when first you left residency to begin or join a practice. The fact is that this mission statement needs to include the words that YOU choose to describe your practice in a short enough sentence that it can easily be memorized by the staff and shared beyond your walls. Choose these words to reflect what is special about your practice. Use them in every consult, and every appointment, and every patient interaction so that the patients themselves use those same words to communicate you forward.

We have a client practice, Romani Orthodontics, that has a beautifully short catch-phrase that they use to define the brand, "Experience the perfect smile." While this is probably shorter than you'd want for a mission statement, it works beautifully as a call to action.  I get it and I'd buy it. So work on the language that you use to describe your practice, share it with your staff, make it a part of your every patient conversation . . . and you'll be amazed that your patients will use it as their own in describing you to their peers.

Back from Char Eash's meeting, on the way to the AAO

I was humbled to be one of Profit Marketing Systems South's two featured speakers at this year's meeting in Clearwater, FL.  Char is a special and rare talent in orthodontic practice consultation, so being invited to speak at her symposium was a spectacular honor.  What's more, having so many practices from across the country assembled in one location really afforded us with the opportunity to hear first hand accounts of issues facing orthodontic practices and how marketing and PR efforts seem to be something for which all are hungry.

Ingenuity's presentation was "Patient Referral Growth via New Media Marketing," and was enthusiastically received.  In posts to come, I will provide snippets as journal entries and will solicit feedback.  In fact, it has been requested that we begin offering monthly and/or quarterly "Orthodontic Marketing Webinars," which we will gladly launch on the other side of the AAO Annual Meeting.

One of the key elements of the presentation on which I was called to spend considerably more time than I had intended dealt with "defining your brand and the language of the patient referral."  Thus I'll present that as the first journal installment, followed by "social networks and the orthodontic practice" and "using orthodontic contests as a recruitment tool."  Thus we have our agenda!

That's the update, I look forward to seeing one and all at the AAO.  Ours is booth 543, so please stop by and see us.  We'd love to meet you and hear about your practice!

Braces in the News

Not so much that this article is news, you as an orthodontist and member of the AAO have seen the releases that indicate the rise in number of adults getting braces, but I noted something that was worth discussion.  You'll notice that when such stories are covered, usually the writer or reporter sites ONE expert in the field. Such is the case in the linked article.  

Getting featured in local news spots not only builds brand equity in the minds of your prospective patients, but it can also help your practice's search engine rankings as the article is posted to the web.  What's more, having multiple and varied articles about you and your practice will create buzz and pride among your staff and patients.

So maybe it's worth the effort of emailing the "Health Editor" of your local paper(s) and introducing yourself. Throw out an idea for a story, "The medical benefits of orthodontic treatment," or such.  You will be surprised at the response you get!

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Hello World!

From concept, to model, to beta testing, to live.  Wow, what a ride it's already been.  I can't thank those few beta practices enough for having the faith in Ingenuity to vet the concept.  And I can't be more pleased that your faith is being rewarded with a boom in business.  So again, my personal thanks, and I look forward to a wonderful future with you.

Carleton Wilkins