MARKETING TIP: OVER-THE-SHOULDER EDUCATION
#marketing tip #over-the-shoulder #general dentist #treatment failure
A study (now 13 years old) by the ADA in 2006 estimated the number of root canals completed annually at 15.1 million with 72% being performed by general dentists.
How much things have changed since then is up for debate, but one thing is clear: There is a huge opportunity to grow your endodontic practice if you can encourage general practitioners to refer out endodontic treatment. Potentially for every case you do, there are as many as three other cases being completed in general practices on average.
Many of your best referrers are practicing in abundance and they’re perfectly happy sending you every endodontic case because they’re focused on other things clinically that they enjoy or that gives them a higher return. That’s great. We love those doctors. But other referrers, who are practicing in scarcity rather than abundance, are going to hold on to what they can. The way that manifests in your practice is a low volume of cases from those doctors but a significant number of them are referred after the doctor attempted endodontic treatment and experienced complications or failure.
Each of these cases represents an opportunity to invite that referring doctor for an over-the-shoulder experience in your practice. This creates three marketing advantages:
- It introduces them to your team and shows them the incredible experience provided to patients in your office.
- As a limited referrer, it gives you one-on-one time to build your personal relationship, while demonstrating the quality of care you provide to patients.
- Acting with abundance to educate them about what you do, you’re actually educating them about what they SHOULDN’T do.
Few general dentists are prepared to deliver endodontic treatment at current clinical standards. They don’t have CBCT or microscopes, they miss important clinical indications, and they are not prepared for complications when they happen. Watching you should be the easiest way for them to come to the same conclusion.