Internal Dental Marketing: How to Market Invisalign

In internal dental marketing, Invisalign is being promoted nowadays for patients who needs whiter, stronger teeth. They come to me and I ask them what their ultimate goals are, and we have Invisalign as a solution for them to help them get straighter teeth. But how do we market Invisalign in internal dental marketing? Or how do we attract more patients to accept Invisalign cases in internal dental marketing? In this article, I will discuss to you the ways to market this solution to your patients.

By far, the best way to market this solution to patients in internal dental marketing are in 2 ways: first, through your staff; and second, through Invisalign Open House.

#1) Your Staff....

In promoting Invisalign in internal dental marketing, your staff has to be educated and trained to talk to every single patient who express interest in having straighter, more attractive teeth, and also educated and trained to help ask people identify their problem. Wendy Briggs, who is the president of Hygiene Diamonds and Brilliance Inner Circle, is one of the smartest people I've ever met and one of the most trained people in improving your hygiene profitability and getting your hygienists and assistants to work in unison and it helps sell more sort of dentistry for the doctor. What she says a lot too is that she has a “magic question” for every single patient who walks through the door (and who becomes a new patient). She asks them a simple question: “On a scale of 1 to 10, how would you rate your smile?”. The patient would wonder and would give various answers. Some may say 6, some 4, others 2, or a 7 maybe, but it really doesn't matter, because the next question is: “What would make it a 10?”. And we, as a dental team, listen to the patients. The moment they start talking about how they like to have straighter and/or whiter teeth, we take down notes and through this we can create a good package of information and regurgitate it back and sell the treatment. The staff also needs to know the core benefits of Invisalign; like it's invisible, removable and it allows more people to feel more confident instead of wearing the traditional metal braces.

#2) Invisalign Open House....

The next thing to do to market Invisalign in internal dental marketing is to do the Invisalign Open House. Now what we found with our doctors is that many of them have $25,000, or $50,000, or $100,000, or even $250,000 dollar a day by doing Invisalign Open House. So when you think about this there are two things that you should follow:

l First, you have to be able to market your Invisalign day appropriately. What I find a lot of people do, their big mistake is that they decide to do the open house, but they send out a mailer to their existing patients, and they get maybe 1 to 3 phone calls. That's kind of expected, because if your going to do an entire open house, and you have an opportunity to make $5000 a case or say $15,000 net per case, you need to throw more money at it than just one little postcard. And you need to have your staff get people to come to it, to get worth a mile going. So what I recommend with all our doctors who plan to do Invisalign Open House is: you have to start planning the promotions of it 4 or 5 weeks minimum in advanced, because what I want to do is to get 2 to 3 direct mail pieces to my existing and inactive patient base in that time (so once a week for the first three weeks to promote it); if you have e-mails, you should definitely go and just send out e-mails, and if you have phone numbers, either you're going to physically call everybody or just do a voice broadcast (which will go out to every single home and it will share with people the details and where to call).

l Second, when you do Invisalign Open House, what you do is to have two schedules for the event, instead of just one. Why? Well, this is because you can use the same marketing dollar to promote both events, and that's one thing. The other thing is that some people who can't make it, let's say, on a Wednesday night, are going to be able to make it on a Saturday between 10:00 and 1:00. So you're going to open up a dual option where people like that and they can choose more dentistry.

So these are the things that you need to remember to market Invisalign to your patients in internal dentist marketing. And if you have a lot of Invisalign patients, they refer more than traditional patients do, and also choose more cosmetic dentistry!