Page 86 - The Dental Entrepreneur

The Dental Entrepreneur

The Fantastic Five

Lets re- visit one of the smartest guys I know who has created an internal marketing system
for the largest network of managed doctor owned practices on the planet, Dr Rick Kuschner. It
is simple, straight forward, highly effective and required for all his doctors/partners. These are
all doctor performed activities .That is probably why most people won’t follow through and do
them. It is perceived as too hard or time consuming. If this was easy, he would have a ton of
competition on every corner but Dr Kuschner has openly shared this for decades knowing that
most dentists are extremely poor at follow through and will not do this. If you have a little
confrontational tolerance as I explained in chapter one, this really is not that tough. It works
like clockwork, is a minimal expense, and begins the process of what I talk about in VALUE
CREATION.

1. Initial Interview
A non clinical setting for a initial meet and greet is preferred. A small series of mostly non
clinical questions to help determine what the patients expectations are laying the groundwork
for your relationship going forward

2. Financial Arrangements
I could not be in more agreement with Dr Kuschner here than having the doctor very engaged
in the fee quotations and financial arrangements. I know that is not a broadly held belief or
practice because the majority of dentists are deathly afraid of money talk. They love handing
this off to anyone. But what we are talking about is learning to do something that may be
uncomfortable to you but is perceived in a very positive fashion by the patient.

3. Post Op Care Calls

It is really hard to get folks interested in this one. Basically any patient who has received an
injection that day is personally called by the doctor after work to see if everything is ok and of
that have questions. Most dentists think that this is beneath them to do. At best they might
delegate to an assistant. Wrong. The point is this is the doctor is actively engaged in VALUE
CREATION. You can really get some separation from the pack here.

4. Hand Written Thank You/Welcome Notes
I think over the 20 some years that Dr Kuschner has advocated this, the value of this has risen
dramatically. The reason is pretty simple. When was the last time anyone took the time to send
you a hand written note. It really jumps out at you because it is so rare. Things that jump out at
you are a marketers dream. This technique is bulletproof in getting the referral pump primed.
New patients get a note the next day thanking them for coming. The referring person get a
hand written note and a gift. Pretty darn simple.

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