Recently, I had a conversation with the owner of a marketing company. He shared his frustrations about dentists who hired him to attract patients for clear aligners. Patients called, set appointments, and came in, but many didn't accept treatment. The dentists were upset, claiming these patients were just "shoppers." Let's talk about why this happens and how we can improve our approach.

Understanding the Marketing Company’s Role

First and foremost, we need to understand that a marketing company's job is to get potential patients to contact us and come into the practice. If patients are calling and setting appointments, the marketing company has done their job. Once the patient walks through our door, it’s our responsibility to convert that interest into treatment acceptance.

Avoiding a Toxic Culture

Blaming the marketing company when patients don't accept treatment creates a finger-pointing culture. This kind of environment is unhealthy and toxic for our teams and our relationships. We need to shift our focus from blame to solutions.

Handling Different Types of Leads

A common issue I see is the different handling of “cold” leads versus “warm” leads. Marketing efforts often attract “cold” leads—patients who have no prior relationship with us. These leads require a different approach than “warm” leads, who come to us through referrals or personal connections.

Building Relationships with New Patients

For cold leads, building a relationship is key. These patients don't know us yet and don’t trust us. We need to:

• Be Patient: Take the time to get to know them.
• Listen Actively: Ask great questions, take notes, and engage in meaningful conversations.
• Understand Their Needs: Find out what’s important to them and design their care plan accordingly.
• Be Impressive: Make a lasting impression by showing genuine interest and care.

Customizing Your Approach

One major mistake we often make is treating all patients the same way. Stop doing this! Pay attention to how each patient was referred to your office. If they found you through your website or a marketing campaign (cold lead), they will need more attention, time, and listening. On the other hand, warm leads, who come through referrals, may already have a level of trust and may not need as much time to build a relationship.

By adopting these strategies, we can transform how we handle marketing leads and significantly increase our treatment acceptance rates. Remember, it’s about making patients feel valued and understood from the moment they walk through our doors.