Making Your Business More Attractive To New Patients

by Dr. Ginger Bratzel
 [Making Your Business More Attractive To New Patients]

 

I was invited back to dig deeper on Chick Blakeman’s “GOTT (Get Off The Treadmill)” podcast and he asked me how to make your business more attractive to get more new patients.    

In this episode, you will learn:

  1. Making the front office and back office work together to make it more attractive to new patients
  2. Building a business that gets more done in less time
  3. What to track in your business that matters to get the growth you want

 

Listen to the full episode here:

Transcript of recording:

Chuck Blakeman  00:05

Welcome back. We’re gonna have fun today.

Ginger Bratzel  01:22

Oh, I know we are. All right. So

Chuck Blakeman  01:25

we’re going to talk specifically this time. Hey, thanks for coming on. Before we’re going to talk this time specifically about how do you make your business more attractive for new patients? How do you do that? How do you make that the dental side and the practice side? All that stuff in the in the front office in the back office? How do you make that more attractive to patients? So get a serve?

01:47

Let’s broaden it out. We want you to say new patients will even say your existing patient, how do you make it more attractive. And I think one of the big things people, business owners need to think of not all patients are the same. Not all customers are the same. There are just different things that you’re good at. And if you’re trying to be everything to everybody, you will never fulfill that. And so it’s really clear when you have that clarity of knowing who you are who you serve, well, knowing your community. And so you know, people will find some odd things I find, I like to think of things a little counterintuitively. So they, they might think well, this new employer came into town, and they have this certain insurance, and I want to go after them. And I urge you not to I mean, that’s building the wrong relationships. It’s finding the right people for your practice. So it might be by discipline, maybe it’s implants, sedation patients are a fantastic area, if that’s what you do, to spend your time and energy on. You know, for me, in my practice, I had a real practice. And for me, it was ranchers. And I didn’t come to that, just miraculously overnight, it was just like, Who did I serve? Well, who did I like? who valued my time? Who paid the bills? And who sent me more people like him? I said, How can I get 1020 100 more people like that. And so that’s how you become attractive is understanding who you need to be attracted to. And each one of us luckily is different. So we get to choose that.

Chuck Blakeman  03:07

Yeah, so two things. That’s awesome. Couldn’t agree more. Number two scares most people to death. Because the first thing that goes through your mind is okay, so you live in this city, and you’re working with ranchers, and ranchers are like 1% Of all the people or a half or a quarter percent of all the people. How do you possibly make any money being that narrow? And I’m here to tell you having gotten a couple of marketing companies and 13. Businesses, I couldn’t agree with you more that is the simple rule here is the narrower you go in any industry. And in any profession, the more money you will make until you become a giant, and then you can broaden out, right? The narrower you go upfront, the more money away, but it doesn’t sound right. It’s just how can you do that? Just ranchers, are you kidding me?

Ginger Bratzel  03:59

Well, you know, I didn’t have 1%, I had more than that. And so you, I’m not going to pick something so that nobody can fulfill it. But each practice, you have little clusters and might be a certain community group and might be a certain group perish. And the church, you know, it might be a certain organization, we all have these little clusters within that just gravitate to us. You know, I have no hold bar, you already said that. So I attracted people who didn’t like a lot of fluff. And we had that relationship. I could talk honestly with them. And we had that going through if I tried to go after cosmetic people I could have, but I didn’t care. And I didn’t want to. And so when I look at my clients, we go through and it’s like, Who do you really serve? Well, and they’re like, you know if I can have more people like this, and it’s easy, you know, we talked about building that list. I start with a list. I said just give me five to 10 of your best patients just write them down and tell me everything about them and at least a little commonality start to come out and that’s how we start to tease out away.

Chuck Blakeman  04:59

Well, that’s great. Yeah, and it’s so important because we’re not. My experience having built so many businesses and worked with hundreds of dentists is that 95 plus percent of all business, dental owners are implementing what I call the random hope strategy of the business. I’m gonna work really hard and I’m some good happens. When you come in and you.us dissect the data like that, they realize they actually can work less hard, and make even more money if they just did this, right. So it’s, it’s just a big deal. We call them blinding flashes of the obvious, like, I already knew this, how come I never thought about it, if you actually look at who your patients are, you tease out the ones you love that, that pay the bills, you might actually end up with something, you can direct all your energies to find a surprise,

Ginger Bratzel  05:46

and work less. And then you think about it, how much we’re wasting our time on things that we don’t enjoy. You know, whenever I talk about building a practice, we don’t talk about adding more than two, we talked about taking off more. So what five patients would be glad to let go of tomorrow, what did they have in common? How can

Chuck Blakeman  06:01

we might be able to replace them with two really good ones? Right?

Ginger Bratzel  06:05

So you know, you think about it, there’s like, well, you know, that came off this, they did this, you know, I that was not a good venture for me, I’m not gonna spend my time and energy on it and refocusing on the stuff that makes things happen, what is attractive, what gets traction, what gets growth.

Chuck Blakeman  06:19

And too often I’ve seen the dentist who wants to increase their volume, increase their retention and increase the overall revenue, they come up with additions. Here’s what we’re doing. And let’s add this service, this square footage, there’s something else, we can’t do it with what we’ve got. And what you’re saying is you might be able to actually add something without adding anything, if you just pay attention to who you’re and who you’re going after and become focused about it.

Ginger Bratzel  06:49

Yes, you know, I’ve got clients, I got one client that has, trying to think how many offices they have 12 offices and the model they use. It’s a DA hybrid DSL, but they only work five hours a day, they’re very clear. And what they do in those five hours a day, the office is open eight hours a day, there’s someone answering the phone, but they really only seem patient five hours a day. And so their production gets more done in those five hours. And most practices that work eight hours a day, five days a week.

Chuck Blakeman  07:18

Amazing. Amazing. Yeah. And I know a dentist who set out to be to do nothing but Invisalign.

Ginger Bratzel  07:28

I’ve got people like that too. And it’s because they know they, they know it, well, they do it well. And they’re very focused on it, he doesn’t do extractions, he won’t do a root canal, even though he’s a general dentist, and he says I’m not very good at it, I don’t enjoy it. BUT I can do this very well.

Chuck Blakeman  07:42

This guy is very good at all this stuff. But he’s so relational. He loves being able to talk to people, and there’s so much more opportunity to and, and they come back in quite often for a while. And he gets to know them. And he just loves and he became I think he’s one of the top four Invisalign doctors in the nation. That’s

Ginger Bratzel  07:59

fantastic. When we look at a healthy practice, we look at the number of referrals that come in, we’re talking about retention, but also referrals. And so you’re worried about new patients and outside sources, and I find out you know, if you’re not getting 50 to 60%, of your referrals coming in your new patients as referrals, then then we’ve got something broken, because you need those ambassadors, making sure everybody comes in to see you.

Chuck Blakeman  08:22

So so I’m getting a word in my head for this basic podcast. And the word here is focus. What are you focused on? And the general response would be I’m not, I’m focused on getting patients, anybody who can fog a mirror? What if you actually had somebody that you had in mind, we have this powerful saying we say all the time to ourselves and to our other business owners, you get what you intend? Not what you hope for. I would hope to have all great patients who played pay well and who was very in and now with that, and five bucks, you’re gonna get a cup of coffee. If what if you were intentional? It’s almost voodoo. It’s almost mystical, but it’s not. You get these guys, I can see it in your eyes. You get these women and these guys focused on what they’re really good at and who they really serve. And Gee, what a surprise. That’s who shows up? No, it’s, it’s because you began identifying them and serving them and moving toward them, and building your systems around them. And you end up where you want to be because you were intentional, rather than working hard.

Ginger Bratzel  09:25

Well, it’s just like a scale. You know, when you watch the scale every day or every week, you know, numbers, the weight comes off when you’re not looking at it. They’re like, how did that sneak in there? I don’t know where those five pounds came from. So we track we measure and what we put our focus on is what’s going to get the action. Now what I would say from one practice might be slightly different from another practice, depending on what the plan is and what’s important to them. But we pick those key numbers that are going on and make sure that they are focusing on that because we want to achieve the overall plan that they set out for their practice.

Chuck Blakeman  09:58

Yeah, and this The kinds of things you do have such long term implications to practice positive implications the way they do things, if they take the energy to work with you, for however long it takes and get this stuff figured out. And this is replicable for decades. Now, they probably needed to regular basis to make sure they’re doing this. But this is, this is worth millions of dollars to practices over their lifetime.

Ginger Bratzel  10:27

Well, I’m also having a life too. And I tell them, I’m not here to provide a fad diet, we’re not trying to get a flash in the pan situation, we’re going to put you on a healthy living style basically. So we go back to that weight loss analogy. So we want them to be able to be sustainable we want them to have that function. And it’s I think, back to the spinning plates, when I was a kid on the variety shows the acrobats would get little spinning plates going on. And you know, when you try to do it, that first one just seems awful. But before you know it, they’ve got 20 of them going and they’re just running in the background because it’s a system.

Chuck Blakeman  10:59

And it’s a great analogy, I use it all the time so that you can remember the guy with the stick and the pole and the plate. And for him to start it up many spinning like crazy, all this tension is on. But once he’s got it up, he can let go of it for a second, go get the next one started spinning, and then just go back and tap it. Right, you can’t leave it alone, you can’t just leave your system load. But it’s not as hard as dentists or the rest of us make it sound to have three or four or five solid practices, processes systems in place that we can replicate and continue to keep just by tapping them.

Ginger Bratzel  11:31

You can’t moment momentum is hard. Getting going is hard momentum is easy to keep going long as you don’t keep your focus off of it. So that little tap that little tap,

Chuck Blakeman  11:40

great way to say it was one other example of how dentists can do this and actually make their practice more effective for new patients. Or well,

Ginger Bratzel  11:50

you know, after we identify who’s our best patients, I think that’s always where it starts for is that’s where all the work comes in who’s your best patients who do you like documenting everything about them, then I start looking at where they hang out. So if I want to be attractive, I need to be in the right position. So I always tell the story about my dad who was a great fisherman. And he would take us fishing every weekend. And he had this special little spot at this lake and he couldn’t put a boat on it, he wouldn’t let us run around, we sat there. And we pulled out our limit of trout every week. I don’t eat trout to this day, because he got so many trout. And you know, because he knew his system, he knew where to be he knew what bait, he knew where to put it. We weren’t fishing for great white sharks somewhere else in a big ocean, he was very specific in what you’re doing. So if you know what pond to be, and you know what break bait, they need to know what attracts them, it makes it so much easier.

Chuck Blakeman  12:42

So I would say most dentists to use your analogy, are baiting a hook. They don’t know if the hook is actually for the right fish, they just put a hook on the end of some kind of pole that may not be the right pole. And they throw it in some kind of water without knowing if there’s anything in there. And they work really hard. They do it over and over and over again. And every once a while they get something and so they work really hard, when in fact if they just pulled some data, figured out where they should be, and then put the right hook on the right bait. They pull the limit every time it’s a great analogy for building a great practice. We spend so much time and energy working hard when we should be figuring out how to work smart and make more money in less time. So great enough, you go ahead.

Ginger Bratzel  13:30

No, no, you’re 100%. Right. I mean, it’s not the effort of throwing it out there is not having it in the water. You know you can fish less you can you can catch more if that’s about understanding your target.

Chuck Blakeman  13:43

And in our first blog podcast, we talked more about how to keep these people once you get them. So go back and listen to the first podcast as well. Well, again, we as always, we just scratched the surface and probably created more questions than we answered. How can people get a hold of you to talk to you more about these things and figure out how they could use your services?

Ginger Bratzel  14:03

Sure, since we’re talking about finding more of your ideal attracting the right people for your practice, and doing all that I’ve got an exercise a worksheet that I do with my clients, and I’m glad to give it away since we’re talking about patients and so if your listeners This is not on my website, so this is a hidden surprise for you guys for being there. If you go on my website, to GingerBratzel.com/Patients. I have a resource there to talk about being more patient and attractive in your office.

Chuck Blakeman  14:36

GingerBratzel.com/Patients. Yes. The key thing is you put the patients in that’s where you get to the place where nobody else can go secrets. Like secrets. All right. Hey, this has been fun again, way too short. But that’s the nature of these podcasts. We leave people hanging and hopefully, we hang hanging in a good way it says let’s get let’s pursue this. Don’t let this go. Figure out what you can get from Dr. Ginger Bratzel and give her a buzz. Her website is GingerBratzel.com.   Thanks so much for being with us today. Ginger was great to have you.

Ginger Bratzel  15:06

Thank you, Chuck, and thank you to all your listeners.