What is the full marketing chain of events from a dental ad to an accepted complex case?
A predictable sequence of stages, each with a specific function, that together convert a marketing investment into accepted treatment. A patient with a specific dental problem is motivated by something in their life, a tipping point on the dental side or a non-dental life event, that finally shifts them into readiness. They see the practice’s problem-solution direct response ad and the messaging resonates with their specific situation. They respond to the ad and receive the practice’s evidence-rich self-qualifying materials, which they review and either continue with or self-eliminate. The remaining qualified prospects make an appointment and arrive at the office for diagnosis. They then move through the practice’s structured case acceptance process: consultation, diagnostic visit, case presentation, financial conversation, follow-up. Finally, the 3 to 7 percent of the original qualified group who reach this stage say yes to treatment. Each stage filters and refines the pipeline. The conversion rate looks low at the end, but multiplied by case value and applied across an annual marketing budget, it produces the revenue stream that justifies the entire infrastructure investment.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.