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CERECDOCTORS.COM
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QUARTER 1
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2016
perhaps the most powerful
way to do this, and I tell
every practice to get in the
habit of recording these.
DO YOU MEAN ELABORATE
VIDEO INTERVIEWS WITH
PATIENTS? NOT MANY
DENTISTS WILL DO THAT.
No, I’m talking about
simple, 30-second testi-
monials recorded with a
smart phone. One take.
These videos are more
persuasive than almost
anything else you can
do. And consumers love
watching videos, and find this type of testimonial extremely cred-
ible. And you can post them on your website, social, Facebook, and
even show them in morning huddles.
GOT IT. WHAT ELSE?
Use your automated communication application for its marketing
features. Use the newsletter articles to explain the value of
CEREC. Remind people through emails. Survey your patients so
that they can give you reviews that could be fed automatically to
your website and posted on Facebook. With our product, Patient-
Activator, we also have a wide range of exclusive CEREC content
made in cooperation with Sirona, including videos that can also be
added to your website and social media pages. Informing patients
with these apps is incredibly effective.
I PROVED THAT TO MYSELF OVER AND OVER IN MY PRACTICE.
WHAT ABOUT YELP?
Review sites are critical, and dentists often have to overcome a
great deal of negativity on sites like Yelp. 40% of negative reviews
about dentists mention needing work redone. This is eliminated
by CEREC. Practices need a systematic approach to generating
reviews, and when you’ve added comfort and convenience, you’ve
given them something positive to post about.
YOU ANNOUNCED AT CEREC 30 THAT 1-800-DENTIST WAS LAUNCHING
CONSUMER MARKETING FOR CEREC DENTISTS. HAS THAT STARTED?
It began in January. We are running TV commercials nationwide
informing people about single-visit dentistry. And more and more
of our member dentists are CEREC owners. My goal is to have 90
percent of our dentists beCERECownerswithin the next 24months.
THAT’S AMBITIOUS.
Well, if they don’t have this technology, Iwant to knowwhynot. And
if I’m going to use TV to tell
the country that it exists
and that people can find
a CEREC dentist through
1-800-DENTIST, why do
they not want to jump on
that train? I’ll be dragging
some of them kicking and
screaming into the future,
but they’ll thank me later.
WHAT DO YOU THINK
IS THE RESISTANCE?
Two things: they don’t
understand the economics
of it, and how essentially
just using CEREC consistently makes it free technology, as it
offsets your lab bill. So they mistakenly see it as a big expense.
The second thing I hear is that they think the technology is not
there yet in terms of quality. This means they haven’t checked it
out in five years or more, and are assuming, bizarrely, that it is the
only digital technology in existence that is not improving. Oh, and
there’s a third thing. Dentists hate to change.
BUT THEY’RE MISSING ALL THE FUN!
That’s what I tell them. And let’s not discount the marketing
power of fun. If the dentist is enjoying herself more in the prac-
tice, the team and the patients pick up on it. And as the team gets
engaged in using the technology, their jobs are more fun too. And
that sense of enjoyment and satisfaction reverberates into the
community. Patients respond to it.
I’VE HEARD YOU SAY YOU’RE VERY BULLISH ON DENTISTRY.
WHAT DO YOU MEAN BY THAT?
I think we’re coming into a new golden age of dentistry, a time of
incredible abundance in a profession that I already see as abun-
dant. But it will be the dentists who create a great patient experi-
ence and incorporate technology who will create that abundance,
and ride the crest of that wave.
COULDN’T AGREE MORE. WHAT IF PEOPLE WANT YOUR BOOKS?
They can buy themon goaskfred.com, and they can always contact
me at
.
Fred Joyal is the co-founder and president of 1-800-DENTIST
and author of
Everything is Marketing: The Ultimate Strategy
for Dental Practice Growth
and
Becoming Remarkable: How to
Create a Dental Practice Everyone Talks About
.
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