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Practice Management: Perfecting the Art of Meaningful Marketing Wm. Randol Womack, DDS, Editorial Director, Orthotown Magazine

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Perfecting the Art of Meaningful Marketing
An interview with LeeAnn Peniche


by Wm. Randol Womack, DDS
Editorial Director
Orthotown Magazine		 Almost every day, Americans are bombarded with more doom and gloom regarding the economy. The daily news constantly reminds us about the fact that we are living in a high-price time, a time defined by exorbitant gasoline costs, a decrease in family vacations, consumer debt and on and on.

In speaking with many of my colleagues at the recent American Association of Orthodontics meeting, I found that the main topic of conversation focused on what strategies an orthodontist should be adopting during these times of economic uncertainty. In other words, how should we cope when exams and starts are on a downturn?

To shed some light on effective strategies, which might be utilized in these tough economic times, I sat down with LeeAnn Peniche, of Peniche & Associates, to gather her insights and advice on the subject. Peniche was happy to offer tips for orthodontists, young and old, as to making the most of marketing in a down economy.
LeeAnn's Top 10 Tips for Making the Most of Your Marketing
  1. Diagnose Your Practice: Review your numbers each month. Become familiar with your practice statistics — exams, starts, etc. Is there an increase or decrease? Where are your patients coming from and how are you acknowledging those referrals? Make the changes necessary to succeed.

  2. Be Flexible: Create healthy credit management systems that will allow you to be flexible in this economy and give you the ability to work with patients' budgets without risking financial success.

  3. Observation Patients: Take care of them! They are your savings account for the future, so don't neglect their needs or underestimate their place in your practice.

  4. Community Involvement: What events do you really participate in? Become a part of charitable organizations, school programs, health fairs and sponsorships… and do more than simply write a check!

  5. Patient Awareness: Analyze how you honor your patients. Do you offer games, acknowledgements, surprises, incentives? If not, start today!

  6. Professional Partners: How do you support the professionals who support you? Are you going deeper than doughnut deliveries? Offer personal calls and interactions, and work to build personal relationships that will stand the test of time

  7. Celebrations: Are you the best part of your patients' day? Make visits memorable with personal attention, celebratory comments, festive decorations and an atmosphere of excitement!

  8. Communication: Commit to the morning meeting (not roll call!), end-of-day meetings, and monthly planning meetings to set goals and review statistics and annual retreats. Make sure your team is always on the same page and is able to offer a consistent and enthusiastic message.

  9. Honor Your Team: Doctor, do your team members know they are appreciated? How do you honor them? Think games, scavenger hunts, occasional battle pay, etc. Remember, the majority of your staff is women and women love surprises! There is a great deal of truth to the old saying, "It's the thought that counts!"

  10. Attitude: Always have a positive attitude, be fun, shake off your worries at the door, commit to the systems and checks and balances that hold you and your team accountable and, above all, be the party your patients come to enjoy!
 LeeAnn, in response to the current negative economic climate, what changes would you suggest in marketing an orthodontic practice?
Peniche: The economy is not what it once was and like many other businesses, the orthodontic community is feeling the repercussions of consumer caution. While many orthodontists believe that a decrease in the economy means slicing marketing dollars, that is simply not the case! In fact, I would stress that there is no more important time to boost your visibility than during a down economy.

It is important, especially now, to keep in mind that although overall exams might drop, case acceptance will be higher because those walking through your doors are serious about a new smile and are ready to begin the orthodontic process. This is where the wow factor really comes in. When a patient has decided to pursue orthodontic treatment, the next (and most vital) decision is to whom they should give their business. Of course, there is no question that it should be you! So start now; get the systems and communication techniques in place that will wow them the minute they call your office! Do not let them leave in search of a more caring, sincere or professional team!

It is key that doctors get themselves out there, in front of potential patients, remembering all the while that with tighter consumer budgets comes a significant decrease in elective procedures such as orthodontic treatment. Rather than simply relying on your tangible resources, focus instead on non-monetary means of marketing, which are based on your team's methods of attentive and individual care, your practice policies and processes, and establishing an environment of fun and enthusiasm with personalized service.

How do you view the role of marketing in the orthodontic arena and how would you address a practice in need of marketing help?
Peniche: I strongly believe that, first and foremost, a practice must create a culture mindset.

One of the most important things to remember is that successful selling is not about the money or tangible resources at your disposal. Rather, focus your attention on establishing meaningful communication! It is the people, not the props, that really matter! So forget about the "stuff" you think you need to create a successful campaign and focus instead on making yourselves and the patients you positively affect the key to your marketing prowess. Keep in mind that if you don't have a handle on the internal culture of your practice and understand the message you convey, it does not matter how many bells and whistles you have. Without a firm identity and culture, the community will not embrace you. If I've said it once, I've said it a million times, it's all about the personal wow factor that starts patients and enrolls the family and friends.

If you had to pick one aspect of marketing that you feel is lacking in the orthodontic practice, what would it be and how would you remedy it?
Peniche: Communication is key, so concentrate on honing your people skills to create an atmosphere of which people — patients, professional partners and community members included — all want to be a part. It's about sincerity, exceptional verbal skills and establishing a real and personal knowledge of who you are as a practice and what you stand for in the professional world of orthodontics. Unfortunately, I don't think many practices actually know who they are and what they stand for, and that is of great detriment to them! Offices are building stronger relationships with their computers, software and stuff than they are with their patients!

Take the time to establish a mission statement and a communication style that is consistent throughout all of your venues. Once you know exactly what you bring to the table as a cohesive and team-oriented practice, you can begin to focus on your branding. This message should be built on the firm foundation of superior systems, beginning with the new patient exam process, and should exhibit excellent follow through with sincere communications through the end of treatment. In addition, your office space should be memorable, as should your games, incentives or any other tools you utilize to draw in and retain patients. It's about that personal touch and relational communication that will set you apart from your competitors.

You mentioned a "personal touch." In your opinion, what are the benefits of this concept and how does it relate to marketing?
Peniche: When you focus your attention on providing a true and sincere personal touch, people can't help but notice! To maximize that personal touch, a great place to start is with in-depth and highly focused internal training. So while many practices choose to "tighten their belts" during tough economic times, one of the biggest mistakes practices make is to cut back on the dollars used toward valuable training.
  Whether you use employees to train additional staff or choose to utilize a professional consultant, do not underestimate the intrinsic value of good, solid training. After all, a well-informed and professional staff is one of the most valuable tools at your disposal. This coupled with exceptional word-of-mouth advertising from happy patients can make or break your business!

Once your staff is properly trained, take a look at all of your internal processes. This begins with the all-important new patient phone call and stretches well beyond the end of treatment. Especially in a struggling economy, people want to make the most of their hard-earned dollars, and can be extremely selective in whose hands they place their money. Again, that personal touch can make all the difference. Remember, when a prospective patient calls your office, they have most likely already decided to pursue orthodontic treatment. Now, it's just a matter of where they will go. Make sure it is you they come to see! Begin with a superior and personal new patient call, during which you set the tone and expectations for their visit and follow that up with excellent eye contact and attention when they actually walk through your doors. Make your meet and greet a wonderful time of discovery and another chance to offer a personal and sincere touch. In order to assess whether or not your new patient process is up to par, walk through it yourself. Role-play as a team the course of a patient's visit, from your waiting room through your office tour and consultation process. Have you "wowed" yourself? If not, it's time for some changes to initiate and maintain that necessary factor.

Consider whether your team is consistent with offering patient instructions, explaining agreements and asking for patient referrals during the new patient orientation. Think about progress reports as well. Unfortunately, most practices miss this opportunity and then say to me, "We talk to the parents at every appointment or as needed." My response to that is, "So did my children's teachers, but I still had a parent teacher conference twice a year and report cards!" The truth is that 98 percent of your patients are getting "As" and this is your chance to give them a pat on the back and a moment to shine in front of Mom or Dad! Don't miss that opportunity!

Another helpful method to consider is the concept of role-playing daily office routines or events. I understand that it is not always easy to do, and might feel a bit awkward or embarrassing, but don't underestimate this valuable tool. Be the assistant and the patient; as a group, act out a Deband Day scenario with all the excitement, instructions and celebration. Are you wowed? Is your reception room audience excited? If not, make the changes necessary to create memorable visits. It might take a few tries, but it will be well worth the effort! Remember, consistency is key when it comes to communication!

Other than internal training and the new patient process, what are some other areas in which practices can concentrate to maximize marketing potential?
Peniche: Consider your place in the community, participation in charitable events and relationships with dentists in your area. Are you personally involved or simply financially present? Remember, writing a check will never replace the personal involvement that is so important in building relationships and thereby establishing new and more meaningful ways of marketing.

One way to build great relationships with GPs in your area is to personally contact them when you see a mutual patient. The call could go something like this: "Hi Janet! This is LeeAnn from Dr. Smith's office. We have your patient, Lisa Jones, here today and Dr. Smith would like us to schedule Lisa for an exam and cleaning. May I put Lisa's mom on the phone to schedule the appointment?" Now that's a memorable call if I've ever heard one! I call that a platinum referral!
Author's Bio
Through innovative, proven and proprietary systems, LeeAnn Peniche has consistently brought smiles to orthodontists for
more than 25 years. Peniche & Associates is one the country's premier orthodontic consulting firms specializing in case acceptance, scripting, marketing and practice systemization. More than 2,000 practices have experienced first-hand their creative outlook, years of expertise and proven track record of success. For more information, please call Peniche & Associates at 503-666-8538 or visit www.leeannpenicheandassociates.com.
It sounds like you are saying that marketing should be personal and professional and that there is a balance between the two. Do you have any additional tips to help a struggling practice succeed in the marketing arena?
Peniche: That's really what phenomenal marketing is all about — making it meaningful and memorable! I will stress it again, successful marketing is not about props, it is all about people! It's not the "stuff" — flyers, letters, newsletters, commercials, video games, computers and software — that really matter, though those can all be icing on the cake. It's a sincere and focused approach on providing true patient care and honest, professional communication that will be your practice's defining features.

Thanks, LeeAnn, for your time and valuable insights. Any last thoughts when it comes to practice marketing and success?
Peniche: Marketing is a team affair and one that takes great commitment and stamina, so always stay progressive with training and technology. You need both sides of the coin to achieve lasting success. Remember, the patients walking through your door today know there is a recession and they still chose to take off work, pick their child up from school and drive through traffic to come see you. They want treatment even in today's economy and are committed to getting the best care possible. They want what you have and it is your job to get out of their way and make that happen!
Orthotown Magazine
November 2025
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