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Game Changers: Remote Monitoring and Referral Marketing by Dr. Roger P. Levin

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Categories: Marketing; Orthodontics; Practice Management, HR and Accounting;
Game Changers: Remote Monitoring and Referral Marketing

by Dr. Roger P. Levin

The number of practices utilizing remote monitoring is beginning to increase. Some practices are “dipping their toe in the water” while others are making a full commitment to use it for as many patients as possible as quickly as possible. These “early adopter” practices will have a clear marketing advantage over other orthodontic practices who have yet to provide remote monitoring to their patients.

Marketing a new technology
Remote monitoring is a breakthrough in orthodontics. It is already receiving extensive attention from the profession and is approved by the FDA. In my opinion, within five years remote monitoring will be part of the treatment process for the majority of orthodontic practices. When new technologies emerge that become a permanent component of any type of business, as in the case of remote monitoring and orthodontics, the early adopters receive the most marketing benefit. Parents, patients and referring doctors will want to take advantage of this new technology because it makes their lives easier. Until the majority of practices are offering this service, when it will no longer be a competitive advantage, those that do will benefit.

Recall the introduction of aligners. For several years afterward, many orthodontists resisted aligner treatment for a variety of different reasons. But those that adopted it quickly and had excellent referral marketing programs benefited enormously. Levin Group had numerous clients in those early years of aligners who were able to double their practices because of the introduction of a new technological breakthrough.

The same will be true for remote monitoring. Currently it is new, and many orthodontic practices are still in questioning mode. This is normal when new technologies are introduced. As the research becomes more extensive, an increasing number of practices will want to participate.

Whenever new breakthroughs are introduced, there is always resistance. When parents and patients recognize that the remote monitoring option exists (and that won’t take long), their demand for convenience will overwhelm other reasons for resistance. With the increased available chair time that comes with a high percentage of patients using remote monitoring, practices will double or triple their production if an effective referral marketing program is in place to provide the fuel (more patients).

Whenever there is a new breakthrough technology or product, it provides a huge marketing advantage. There are three mistakes that could cause an orthodontic practice to lose this marketing opportunity.

Introducing remote monitoring and expecting patients, parents, referring doctors and the community to figure out on their own that you offer this service. Referral marketing is based on building excellent relationships with all of the main sources of orthodontic referrals. Success will require specific strategies that communicate directly with each.

Waiting until the new technology has become widespread and available in the majority of orthodontic practices. At that point, offering remote monitoring will not confer any competitive advantage or point of differentiation for the practice. It will simply be another part of the orthodontic practice that all other orthodontic practices are also doing. In an era where orthodontic practices are facing increased competition, pressure on fees, slow or no increases in insurance reimbursements, and other orthodontic service delivery models, every advantage should be examined carefully. Implementing remote monitoring early and marketing it thoroughly can change the trajectory of a practice for the remainder of your career. When you know that a technique works extremely well, is highly researched and being carried out by an increasing number of orthodontic practices every year, it is time to start paying attention. You don’t want to miss the window of marketing opportunity.

Introducing a new technique or technology and not having a referral marketing program in place to support the launch. Many orthodontic practices apply an organic approach to rolling out a new service or technology. They believe that simply telling one parent or patient at a time­—about remote monitoring or any new technology—during the treatment coordinator consult will generate enough new interest to justify the investment. This approach may help increase starts by a small amount, but it will not lead to a significant increase in referrals.

Referral marketing for remote monitoring
The practices that are able to incorporate remote monitoring and all of the associated benefits into the referral marketing program will experience significant gains. Successful practices will need to develop specific approaches to provide information, education and motivation to all of the target markets. The goal will be to educate parents, patients, referring doctors and the community about the three key benefits of remote monitoring.

What is the number one benefit to parents and patients in regard to remote monitoring? Convenience. Parents simply love the idea of not having to leave work or race to pick up kids and get them to the orthodontist. Adult patients are just as enthusiastic to reduce in-person visits to an orthodontic practice. Properly positioned, the message that remote monitoring allows for longer intervals between appointments conveys a much more high-level customer service experience and increases patient satisfaction.

Remember, parents and patients don’t view the frequency of their office visits as a reflection of the value of their treatment. Historically, appointment intervals have been established by the orthodontic practice. When parents or patients hear that the intervals are much longer using remote monitoring and that they have to be in the orthodontic office much less frequently, they see that as a tremendous benefit, and do not even consider any effect it might have on the relationship with the practice. They are there ultimately to achieve a beautiful smile.

Summary
Remote monitoring is the best, biggest and newest story around referral marketing for orthodontic practices. The early adopters that begin to incorporate remote monitoring by understanding the new operational systems that will allow it to be highly effective and productive will also benefit if they have a scientifically proven referral marketing program. Some practices will double or triple in size with the implementation of remote monitoring if they also have the robust marketing program to fill the schedule. The earlier doctors adopt this technology, the more that the compounding effect will allow them to grow to levels that they have not reached before. Today, remote monitoring is very interesting to parents, patients, referring doctors and the community. Take advantage of it.

Author Bio
Roger P. Levin, DDS Roger P. Levin, DDS, is the CEO and founder of Levin Group, a leading orthodontic practice management consulting firm that has worked with more than 30,000 practices to increase production. A recognized expert on orthodontic practice management and marketing, he has written 67 books and more than 4,000 articles, and regularly presents seminars in the U.S. and around the world.
To contact Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit levingroup.com or email rlevin@levingroup.com.
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