Elevate Your Practice: How to Effectively Use Implant Funnels for Patient Conversion

Last updated on August 28th, 2024 at 09:47 am

If you’re a dentist in private practice, you’ve likely heard about dental implant marketing funnels. You may even be using one. But whether you’re a seasoned pro or just starting out in the subject of marketing a dental practice, understanding how to maximize the effectiveness of your implant funnel can make a significant difference in your practice’s success.

What is a Marketing “Funnel?”

A marketing funnel is a marketing model that represents the customer journey from the first point of contact to the final decision of becoming a customer. It’s called a “funnel” because, like a physical funnel, it narrows as potential customers

move through the stages. The stages typically include:

1. Awareness, then…
2. Interest, then…
3. Consideration, then…
4. Conversion, and finally…
5. Loyalty.

I’ll explain each of these below.

And a Dental Implant Funnel?

A dental implant funnel is a specialized marketing funnel tailored specifically to guide potential patients through the process of considering and ultimately deciding on dental implants. The stages of the funnel are like a general marketing funnel but with a focus on the unique needs and concerns of someone interested in dental implants.

1. Awareness: At this stage, potential patients become aware of the option of dental implants as a solution to their dental needs. This may be through ads (which would be what a marketing company is placing with and for you), educational content like blogs, videos, or social media posts about the benefits of dental implants.
2. Interest: Patients showing interest will begin looking for more detailed information. They might download an e-book on dental implants, fill out a complete survey around their condition, or watch testimonial videos from other implant patients.
3. Consideration: Here, the patient is seriously considering dental implants as an option and is likely comparing different practices. They might be looking at longer testimonials and case studies, attending a consultation, or reviewing before-and-after photos. This is where your expertise in treatment presentation, reviews, and personalized care stand out.
4. Conversion: The patient makes the decision to proceed with dental implants at your practice. This could be facilitated by a special offer on consultations, financing options, or a clear presentation of the benefits and process during their consultation. This is where you are also well equipped with financing options, have patterns of how to ensure you have all decision makers on-board, and again you are using past cases to bring reassurance and hope to this new patient.
5. Loyalty: Post-implant care and follow-up are crucial. Ensuring the patient is satisfied with their implants, offering maintenance tips, and encouraging them to share their experience can turn them into loyal advocates for your practice.  This is of course going to stabilize this patient through any concerns, while also turn them into an ambassador for your practice resulting in referrals.

Step-by-Step of How an Implant Funnel Works

Broadly, the implant funnel uses ads (on Facebook or Google or something similar) which attract attention and get people engaged.  The potential patient lands on your content that hits them where they are hurting, showing them you understand their condition and have helped others with it over and over again.  The person dips their toes in the water by requesting content or a consultation (which could even be virtual).  We now have the process of diagnosis, treatment presentation and treatment acceptance.

The funnel is really just the beginning of this process.  It provides the lead.  One might break the stages of the funnel down as follows:

1. Attract Leads: The funnel begins with an ad campaign targeted at individuals who may need dental implants. This could be a Google Ad, a social media ad, or even a paid post on platforms like TikTok. The ad typically poses a problem that the potential patient might be facing, such as missing teeth.
2. Initial Qualification: Once someone clicks on the ad, they’re directed to a landing page that starts the qualification process. Here, they answer a series of questions designed to assess the severity of their problem, how it affects them aesthetically or functionally, and how motivated they are to seek a solution.
3. Financial Qualification: As part of the funnel, financial questions are also asked. For example, “Would you need help financially with treatment?” and “What is your credit score?” These questions help further narrow down the leads to those who are not only interested but also able to pay for the treatment.
4. Lead Submission: After answering the questions, the potential patient submits their information. This data is then graded on how “hot” or “cold” the lead is, based on their responses.

Who Should Be Using an Implant Funnel?

Not every dental practice will benefit equally from an implant funnel. If you’re bringing in a specialist to place implants, the cost vs. return is going to be challenging.

This strategy is best suited for practices that:

• Perform high-value cases, such as single or multiple implants, full-arch cases, or “All-on-4” or “All-on-X” procedures.
• Are looking to attract new patients specifically for these high-ticket procedures.
• Have an appetite and budget for spending on marketing, including a willingness to experience the time it takes to “dial in” the campaign – which could be 3 months or more of testing.
• Have the capacity to handle the additional volume of inquiries and consultations.

Again, if your practice primarily refers out surgical placements or doesn’t handle these types of cases in-house, the cost of running an implant funnel may outweigh the benefits.

Understanding the Costs—and the Value 

Okay.  Brace yourself.  This may initially make you want to throw up in your own mouth, but read all the way through before you run for the hills.

The cost of acquiring a lead through an implant funnel can range from $500 to $800. This might seem steep at first glance, but when you consider the potential return—where cases can range from $25,000 to $60,000—the investment becomes far more justifiable.

These are not cold leads; they’re pre-qualified and have expressed a clear interest in your services. This makes them significantly more likely to convert into actual patients, provided they are handled correctly.

Is it worth it?

Well, this is something you are going to have to answer for yourself – both initially and then after testing a campaign for some time.  I know many practice owners who wouldn’t think of dropping their implant funnel.  I know many who spend $10,000 per month on marketing and smile at the end of the month.  Why?  Because they made $120,000 from that spend.  I know practice owners who are running a 20x multiple (meaning they made 20 times what they invested in their marketing campaign) and are spending $40,000/month.  Do the math.

However, they may have had to test it, make adjustments, and stomach the painful period initially before the jet got off the runway.

You may hear someone who “knows a guy” who can do it for pennies.  Well, give it a shot.  But be prepared to make a change and not decide with finality to not run an implant funnel if your marketing company didn’t get the job done.  You may have to kiss a few toads before you find your proverbial prince.

“Okay, well that all sounds good.  But how can I avoid common mistakes so that the ‘testing’ period and relationship with my marketing company goes as well as possible?”

Great question.  Let’s talk about when, where and why they fail when they do.

Where Implant Funnels Can Fail—and What to Do!

Even the most well-designed implant funnel can fall short if not managed properly. Here’s where things often go wrong—and how to ensure they don’t in your practice:

1. Slow or No Follow-Up

• The Problem: The most common reason implant funnels fail is a lack of timely follow-up. If a lead submits their information and doesn’t hear back immediately, they’re likely to lose interest or be distracted by something else.
• The Fix: Your team should aim to follow up within minutes of receiving a lead. Ideally, the lead should receive a call, text, or email within the first 1-2 minutes. If immediate follow-up isn’t possible, ensure they are contacted within the hour. Consider assigning this task to a dedicated new patient coordinator who can respond swiftly.

What might they say when they call? Here’s an example:

  Hi [Patient Name], this is [Your Name] from [Practice Name]. Thank you for completing our survey online. I see that you’re experiencing [specific issue mentioned in their form], and I’d love to help you with that. Do you have a minute to go over a few more details so we can get you the best possible care?

From here, you would want to ask a series of questions to establish the “pain points” of that patient.  We are not just talking physical pain, but the pain the person may be experiencing emotionally, socially, etc.

If you’d like a list of common questions to use when making these calls – download it here:

Dental Insights from Blumberg Digital: Sample Questions for High Value Marketing Leads

2. Poor Quality Follow-Up

• The Problem: Even if the follow-up is prompt, it can fail if it’s not handled properly. A robotic or unengaging approach can quickly turn a hot lead cold.
• The Fix: Train your staff to engage meaningfully with leads. They should be prepared to ask detailed, personalized questions that show genuine interest in the patient’s situation. This is about building rapport and trust from the very first interaction.

I’d suggest the MGE New Patient Workshop to understand how to manage incoming phone calls, track leads and follow these up!

Click here to get more information on the MGE New Patient Workshop!

For now, here is an example of the kind of follow-up conversation one could have:

Great, [Patient Name]. I see you’ve been dealing with [specific issue]. Can you tell me a bit more about how this has been affecting you? For example, have you noticed any difficulty chewing or any discomfort?

Follow-up with more tailored questions:

• “What prompted you to look into dental implants now?”
• “How long have you been experiencing this issue?”
• “Is this something that’s been affecting your quality of life?”

These questions not only help you gather important information but also make the patient feel heard and understood.

3. Lack of Proper Systems and Training

• The Problem: If your practice doesn’t have the proper systems in place to handle leads from the funnel, or if your staff isn’t trained to manage these leads effectively, you’re likely to see poor conversion rates.
• The Fix: Implement a system that includes prompt alerts (via text, email, or dashboard) when a new lead comes in. Ensure your team is trained not just in handling these leads but also in maintaining focus during these critical interactions. Consider placing your new patient coordinator in a distraction-free environment, away from the front desk, to ensure they can dedicate their full attention to the task.

4. Failing to Close the Deal

• The Problem: Even if you get the patient to come in for a consultation, the deal can still fall apart if the case isn’t presented effectively or if the patient’s financial concerns aren’t addressed.
• The Fix: This is where strong treatment presentation skills come into play. Your team should be well-versed in handling objections and presenting financing options that make the treatment accessible.

Our ultimate suggestion is training yourself (Doctor/Owner) and your Office Manager and Treatment Coordination team on the Communication and Sales Seminars offered by MGE.  Our TOP clients at Blumberg Digital are those who have done this training.  Click here to get more information on the Communication & Sales Seminars!

But for example, one could say the following:

“Most dental insurances view implants as cosmetic, so coverage can be limited. However, we work with several financial partners who offer flexible payment plans. Would you be interested in exploring these options?”

5. Inadequate Follow-Up After the Consultation

• The Problem: Not every patient will make a decision on the spot, but failing to follow up afterward can result in lost opportunities.
• The Fix: Implement a structured follow-up process that includes multiple touchpoints—calls, texts, emails, and even testimonial videos. For example, you might send an email the day after the consultation, followed by a call a few days later. If the patient isn’t ready to proceed, keep them engaged with periodic updates and offers.

   Example Follow-Up Sequence:

• Day 1: Send a thank-you email with a link to testimonial videos.
• Day 2: Follow up with a call to see if they have any further questions.
• Day 5: Send a reminder text about the special financing options available.
• Week 2: Reach out again with a success story from another patient.

Final Thoughts: Turning Leads into Loyal Patients

An implant funnel can be a powerful tool in growing your practice, but it requires careful management at every stage—from the initial ad to the final follow-up. By implementing these best practices and ensuring your team is well-trained, you can turn leads into loyal, long-term patients.

If you’re ready to optimize your implant funnel or need assistance with your marketing strategy, feel free to reach out to us at Blumberg Digital. We’re here to help your practice thrive. Reach out to me personally if you like or visit our website at www.blumbergdigital.com and we can help you assess if this is a good direction for you. I’d also recommend you attend our MGE New Patient Workshop. It’s a 2-day live workshop where we cover all aspects of marketing your dental office, and how to get more high-quality new patients.