EP75 On Hold Marketing with John Waller

Nov 24 2023 • 26 mins

In this episode of Growing A Dental Practice, host Mike Hennan is joined by John Waller, The On Hold Guy. They discuss how John has been helping dental practices turn hold time into sold time for over 25 years. John shares insights and strategies for improving the patient experience during phone calls. Tune in to learn how to make the most of hold time in your dental practice.

Timestamps

[00:02:05] Trading bubble gum for corgi toys.

[00:04:23] The origin of Bluetooth.

[00:08:57] On hold marketing benefits.

[00:11:21] $2 a day for what?

[00:15:07] On-hold marketing practices.

[00:19:23] No cost, no risk, no obligation.

[00:23:11] Starting a dental practice.

Detailed Synopsis

On-hold messaging is a cost-effective and efficient way for dental practices to enhance their customer service and marketing efforts. When patients are put on hold, it presents an opportunity for the practice to educate and promote their services. By utilizing on-hold messaging, dental practices can provide valuable patient education about the practice, the doctor's experience, available services, and safety measures taken during COVID-19, ensuring that patients feel comfortable and informed while they wait.

Moreover, on-hold messaging serves as a powerful marketing tool to differentiate the practice from competitors. In areas with a high number of dental practices, it is crucial for practices to stand out. On-hold messaging allows practices to highlight their unique services or specialties, effectively setting themselves apart and attracting potential patients.

Implementing on-hold messaging is not only cost-effective but also highly flexible. It leverages the existing phone system and requires minimal investment. The messaging can be easily customized and updated as needed, at no additional cost. This flexibility enables practices to tailor the messaging to their specific needs and adapt it to changes in services or promotions.

Overall, on-hold messaging is an effective and affordable tool for dental practices to engage and inform their patients, while also promoting their services and distinguishing themselves from competitors. It significantly enhances customer service and marketing efforts.

Creating the on-hold experience involves several steps. First, a tailored script is written, encompassing information about the practice, services offered, and unique features that set the practice apart. The script is then sent to the practice for approval.

In addition to the script, licensed music is provided to create a pleasant and engaging experience for callers on hold. The music can be customized to match the practice's branding or desired atmosphere.

Professional voice talent is also utilized to record the script in a studio, ensuring high-quality audio. The voice talent's delivery and tone help convey the desired message and create a positive impression of the practice.

Once the script, licensed music, and voice talent are ready, the on-hold message is produced in a studio, typically taking around seven to nine business days. The final product is a professionally recorded and produced on-hold message that can be played for callers when they are placed on hold.

Overall, creating the on-hold experience requires careful planning and attention to detail. By providing a well-crafted script, licensed music, and professional voice talent, dental practices can enhance their callers' experience and effectively promote their services while callers are on hold.

According to the episode, some dental practices may not be aware of the benefits of on-hold marketing or may have other priorities that prevent them from implementing it. On-hold marketing refers to the practice of playing educational messages or advertisements about the dental practice while patients are put on hold during phone calls.

One reason why some dental practices may not be aware of the benefits of on-hold marketing is simply a lack of knowledge or understanding. The episode suggests that if listeners are unfamiliar with on-hold marketing, they can reach out and ask for clarification. This indicates a potential lack of awareness or education about this marketing strategy within the dental industry.

Additionally, the episode highlights that some dental practices may have competing priorities that take precedence over implementing on-hold marketing. For instance, the episode mentions the importance of setting the practice apart from competitors in a highly competitive market. However, with limited time and resources, some dental practices may prioritize other marketing strategies or operational tasks over on-hold marketing.

Furthermore, the episode suggests that some dental practices may not see the value or effectiveness of on-hold marketing. It explains that on-hold marketing allows practices to make a positive impression on patients who are waiting on hold, as they have a captive audience. However, if a practice does not understand the potential benefits of on-hold marketing or doubts its impact on their business, they may choose not to implement it.

In summary, some dental practices may not be aware of the benefits of on-hold marketing or may have other priorities that prevent them from implementing it. Lack of knowledge, competing priorities, and skepticism about its effectiveness can all contribute to the decision to not utilize on-hold marketing in a dental practice.

Quotes

00:02:48 - "I think you're right."
00:03:44 - "What a great little story."
00:06:29 - "The future, the fortune is in the follow-up."
00:10:56 - "Tell your story."
00:12:59 - "So for $2 a day, how many cases are you leaving on the table?"
00:14:53 - "It's all about the money."
00:17:25 - "And then we're going to go into the studio and produce that in another seven to nine business days."
00:21:52 - "Life shows up."
00:25:16 - "Wow, that's old, man."
00:25:39 - "Thanks, and I can help any business out, not just dentists, but any kind of business."

Guest Bio

John Waller is a salesperson who prioritizes the patient's experience and satisfaction in order to generate referrals. He believes in having a clear plan and strategy for marketing to patients.