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I want to tell you about the difference between urgent and important in your dental practice. I’d like to start with this quote from former President Dwight D. Eisenhower. He said, “What is important is seldom urgent, and what is urgent is seldom important.” We’ll get into that when we return.

Many of you have seen the Eisenhower Decision Matrix in Steven Covey’s book The 7 Habits of Highly Effective People.

Today I want to help you get away from dealing with the urgent in your dental practice and start dealing with the important. If you try to market based on urgent needs, you will only be harming what is important.

For instance, if your business has fallen on hard financial times, you will want to offer deep discounts or sign on with insurance companies that will bring in patients but take most of the fees. Discount marketing is a slippery slope to the bottom.

And marketing to people who are looking to save a buck is not the way to bring in patients with big bucks to spend on big-ticket dentistry. In fact, it will do just the opposite.

You should focus, instead, on what is important: bringing in the right patients. Market to the patients YOU want to attract, those who need and are willing to pay for $5,000-$50,000 in dental work.

You don’t reach those people offering “the cheapest implants in town.”

Doing what is important can take time. We tell clients to give us 90 days before they expect to see results, for instance.

But treating every problem as if it were a fire to put out only burns you in the end.

If you really want to turn your practice around, or maybe put it over the top, get a copy of my new book “Attract More Patients in the Next Six Months Than in the Past Six Years” at MoreandBetterPatients.com.

In it, you’ll find proven methods for attracting the patients YOU want.

Until then, keep moving forward.


Written by rcarroll

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