Description
Gary Bird reveals the hard truth about dental marketing inefficiencies—and why dentists might be sabotaging their own growth.
We sit down with Gary Bird, CEO of SMC National, who’s worked with thousands of dentists to increase patient bases and practice revenue. Gary shares the stark reality that many practices unknowingly waste over 80% of their marketing budgets due to missed calls, low conversion rates, and scheduling issues. He explains the importance of data tracking, from qualified leads to long-term patient acquisition costs, and reveals how identifying these inefficiencies can transform marketing efforts into measurable growth.
Gary also breaks down the surprising parallels between dentists and the “shopper patients” they often disdain—dentists are just as price-conscious when seeking out marketing services. This insight leads into a discussion on "conversion coaching" and training front-office teams to convert price inquiries into appointments effectively. Gary’s approach is built on nuanced, proactive strategies that help dentists attract qualified leads without alienating them over cost concerns.
In a look toward the future, Gary delves into the potential of AI in dental marketing, particularly in call-answering technology, which he believes will be a game-changer. While some patients might initially resist AI interactions, he sees it as crucial for cost-effective operations as labor costs rise and inflation squeezes patient budgets. Gary predicts that as AI improves, practices will be able to increase efficiency and patient satisfaction simultaneously, underscoring the need for dentists to adopt advanced technology to remain competitive.
Chapters:
(2:22) How Gary Bird stumbled into dental marketing and found a niche
(5:15) Why most marketing companies fail at lead generation for dentists
(11:00) Turning price-sensitive callers into high-quality patients
(18:35) Dentists’ “black hole” marketing: where 80% of leads are lost
(30:10) How AI phone-answering could reshape dental practice management
(38:00) Scaling practices with different business models (Heartland, Aspen, and Pacific Dental)
(44:20) Why data tracking and automation are critical for patient acquisition
Resources & People Mentioned:
SMC National - Gary Bird’s dental marketing company smcnational.com
Trackable.io - CRM used for patient tracking and marketing integration
Dental Marketing Theory Podcast - Hosted by Gary Bird
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