Progressive Dental
Setting A New Standard in Practice Growth

In the midst of the sea of traditional dental marketing companies, Progressive Dental is a trailblazer, spearheading a paradigm shift in the marketing strategies employed by dental practices.

The industry is characterized by a deeply ingrained tradition—a relentless pursuit of patient acquisition, where a dental practice’s success is measured solely by sheer numbers. This conventional approach often forces dental practices to allocate significant resources to broad advertising campaigns, promoting only general dental services. While it may lead to an increase in patient volume, it overlooks the specific needs of patients requiring more extensive procedures. More importantly, it fails to recognize the potential for dentists to generate higher revenue by focusing on specialized treatments rather than just patient count.

Progressive Dental dares to forge a different path—one focused on quality and specialization. Rather than expending resources on attracting patients seeking routine checkups, it directs marketing efforts toward individuals in need of complex treatments, like surgical dentistry, including full arch implants. By adopting this strategic shift, dental practices can cater to a specific niche within the industry, targeting patients who stand to benefit the most from advanced procedures while dentists maximize the efficiency of their working hours.

“Our goal is to revolutionize the dental marketing approach by targeting high-value cases rather than pursuing a high patient volume,” says Bart Knellinger, president and CEO of Progressive Dental.

This fundamental understanding serves as the cornerstone for its comprehensive strategy, which encompasses critical elements such as lead generation, lead management, and sales training. By providing clients with the necessary expertise and resources to navigate the entire customer journey, from the initial point of contact to case closure, Progressive Dental sets itself apart with a fresh and unparalleled approach that challenges conventional norms that have long dictated the path to success for practices.

EMPOWERING PRACTICES THROUGH SALES AND MARKETING EXPERTISE

Progressive Dental empowers dental practitioners with a sales and marketing mindset and advocates for the establishment of dedicated sales positions within practices.

Dental practitioners are typically taught to prioritize patient education rather than viewing their services as sales. This emphasis on patient education is undoubtedly important. They are encouraged to provide information, present treatment options, and allow patients to make informed decisions about their oral health. However, this approach has limitations, with one key factor being that dental treatments predominantly rely on cash payments, unlike other medical practices where insurance coverage is more prominent. Without proper guidance from dentists on how to achieve their desired clinical outcomes, patients may not fully grasp the value of the treatments or understand the importance of investing in their oral health. Incorporating sales strategies then becomes crucial to ensure patients comprehend the benefits and are motivated to proceed with recommended treatments.

On top of that, with the increasing number of dentists entering the dental implant field and adopting advanced technologies, competition has grown exponentially. Over the past five years alone, the level of competition has surged by twentyfold. This intensifying competition calls for a shift in mindset and approach among dental practitioners. They need to develop sales skills and leverage effective marketing strategies to differentiate themselves in the market and attract patients.

Having dedicated salespeople within practices can effectively solve this. They can create a compelling vision for their patients, effectively showcase the potential clinical outcomes, and communicate the unique value of their services. By striking a balance between patient education and sales strategies, practitioners can navigate the increasingly competitive landscape, attract more patients, and thrive in the cash-based nature of the industry.

To support its clients, Progressive Dental has launched the Closing Institute— an innovative sales training program. The Closing Institute allows clients to capitalize on the benefits of a dedicated sales force, resulting in improved patient acquisition and increased practice growth. Through this program, clients receive comprehensive training and support in effectively closing ‘direct to public’ leads. They can significantly enhance their lead conversion rates without the need for additional resources, time, staff, or overhead.

“The Closing Institute redefines the very role of sales within the dental industry, empowering practices to thrive in a highly competitive market and deliver exceptional patient experiences,” says Knellinger.

DRIVING EXPONENTIAL GROWTH FOR PRACTICES

Progressive Dental’s Closing Institute played a fundamental role in the remarkable growth of a dental practice in Minnesota. Initially generating $800,000 in revenue as a general dental practice, with Invisalign procedures as its primary source of revenue, the practice sought to expand and tap into the potential of full arch implants.
By implementing the strategies recommended by the Closing Institute, the practice experienced a remarkable growth trajectory. Within three years, its revenue skyrocketed to $6 million and ultimately reached an impressive $12 million. This tremendous success can be attributed to its focus on becoming a specialized full arch implant center, performing 50 to 60 procedures per month.

A key factor in its success was the commitment to following the Closing Institute’s methodology, which allowed it to make crucial decisions such as hiring the right personnel, including an exceptional treatment coordinator, and ensuring that the dentists were prepared with the necessary equipment and skills to excel in the field of full arch implants. In addition, the Closing Institute’s comprehensive approach to sales training and strategic planning empowered the dental practice to effectively attract and convert patients seeking the procedures.

This success story showcases the transformative impact of Progressive Dental’s approach, as exemplified through the Closing Institute. Providing guidance, specialized training, and a strategic roadmap enabled this dental practice to achieve remarkable revenue growth, establishing itself as a leading provider of full arch implants and creating a more efficient and fulfilling work environment.

IMPLEMENTING A PRACTICE’S VISION: STEPS FOR SUCCESS

Building custom business plans sets Progressive Dental apart from other companies that adopt a generic approach. Recognizing that patients have diverse pain points and specific needs, Progressive Dental strives to understand the unique set of challenges and goals that each practice handles. Through collaborative efforts, a clear and tailored business model is defined to effectively address these specific needs.

The first step in the process is aligning with the client on their desired business model. Whether it involves a volume-based approach or focusing on significant procedures, Progressive Dental demonstrates how working less and concentrating on substantial cases can lead to increased profitability and a better quality of life for dental practitioners. Emphasizing the potential for higher earnings and improved work-life balance helps clients realize the benefits of their chosen business model.

Once the business model is established, it delves into the practical aspects of making the vision a reality. This includes strategizing marketing and advertising efforts, setting appropriate budgets, and identifying the necessary personnel and training requirements. The Closing Institute plays a key role in providing clients with the necessary sales training and mentorship to effectively implement their custom business plans.

Another key focus area is understanding the psychology of patients at different stages of their dental journey. This allows for targeted marketing efforts that address each patient’s needs, motivations, and concerns. Going beyond demographic targeting, Progressive Dental enables clients to engage with patients on a deeper level, resulting in more effective marketing campaigns and personalized patient experiences.

Marketing messages are then crafted to resonate with patients’ specific circumstances. For example, when a patient is experiencing dental discomfort and self-consciousness, messages emphasize the relief from pain and the restoration of confidence through dental treatment. In cases where patients actively seek information about treatment options, targeted marketing messages highlight the benefits of specific procedures, empowering patients to make informed decisions.

AN UNPARALLELED TEAM OF DENTAL MARKETING EXPERTS

Progressive Dental fosters a positive and cohesive team culture, with a ‘work hard, play hard’ mentality and a sense of camaraderie among its employees. By implementing various incentives, teambuilding events, and reward trips, it creates an environment where team members genuinely like and respect each other. This positive dynamic leads to improved interdepartmental communication and collaboration.

Equally noteworthy is its focus on interdepartmental communication, which plays a significant role in overall success, allowing for cohesive teamwork and efficient execution of client projects. A forward-thinking mindset and emphasis on innovation enable practitioners to stay ahead of the curve, adapt to evolving market dynamics, and unlock new levels of success.

In this transformative era, Progressive Dental is the driving force that empowers dental practices to break barriers, surpass expectations, and shape a future where excellence and innovation are the foundation of every thriving dental practice.