#281 How a $39 Patient Special Boosted New Patient Conversion and Treatment Acceptance

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Dentists don’t realize how many new patients they’re losing before the front desk ever picks up the phone.

In this episode, Gary Bird sits down with Dr. Jancy Parkerson to break down how her practice booked 17 of 23 missed new patient calls using an AI receptionist, how a $39 new patient special led to a $10,000 cash case, and how membership plans are helping retain more fee-for-service patients long-term.

You’ll learn how to improve phone conversion, optimize new patient specials, reduce missed-call losses, and create a better patient experience without adding more pressure to your team. Gary shares real-world data from SMC and tactical strategies dental practices can use right now to drive new patient growth.

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Dental Marketing Goat is the go-to podcast for dentists who want to grow faster, market smarter, and build practices that thrive in today’s competitive landscape.
Hosted by Gary Bird, the Dental Marketing Goat himself and founder of SMC National, recently named Best Dental Marketing Agency by over 60,000 dental professionals. Each episode unpacks the real strategies, marketing frameworks, and operational shifts that high-performing practices use to attract more patients and increase production. Whether you're a solo practitioner or scaling a DSO, you’ll learn how to align your marketing, team, and systems to drive predictable growth.

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Transcript

SPEAKER_00 0:00

The $39 special actually drove us more emergency patients, but we did more same-day conversions and treatment than we typically do in a month. So one $39 special turned into a $10,000 cash case. And then instant referral of her son, and then recare on his behalf. I personally think that if you do it strategically and have advice and they're educated price points, that it can be extremely beneficial to your practice if implemented correctly.

SPEAKER_01 0:31

Welcome back to another episode of Dental Marketing Go. I'm your host, Gary Bird. I'm the owner of SMC National, where we help offices just like yours level the playing field against the big guys out there. So you can grow the way that you want. But you can't grow if you don't understand the nuances of business. And today, Dr. Jancy's going to share all the things that trigger all the dentists. She's going to talk about how AI has impacted her business. She's also going to talk about how she uses patient specials discounting exam and x-rays and what's worked and what hasn't. And she's going to talk about growing her office and getting patients to accept treatment that they love and feel really good about. Dr. Jancy has an abundance mindset. If you haven't heard her speak before, she's amazing. Stay tuned for this one. All right, we are live for another episode. And today I got my friend Dr. Jancy on again, and we're going to have a conversation about a couple different things. We're going to talk about AI, doing AI right. There's a right way to do it and a wrong way to do it. And we've we've learned that here. We actually have seen that in action. And we're also going to talk about uh new patient specials. Are they good? Are they bad? What works well in one market might not work in another, and what Dr. Jancy's been experienced uh experimenting with. And then we're also going to talk about um not judging a book by its cover and then uh membership plans. So this is gonna be like an action-packed uh episode of a bunch of things that we just learned this month or things that we've been experiencing this month that we I think the audience will be able to learn from. So the first thing I want to look at, Dr. Jansey, is we were we were diving deep into your office, trying to figure out how do we get more new patients, how do we, how do we hit our goals, and and that means more new patients. And one thing that we noticed is you had an AI receptionist taking your calls, and we kind of did a deep dive into that, and we noticed that it was converting at about 40%. So it was taking a good number of calls. Last month it took eight new patient calls. Um, and the month before it took, I think, uh seven new patient calls, and it was scheduling between like 20%, 30%. A high was like 40%. So we said, hey, let's try our other AI agent. Let's see if it can we can do better. And it was able to convert at 78%, which is a lot. Let's, you know, two, three X, uh, the number of new patients. So this month, just this month alone, um, you saw 23 new patient calls come through that AI agent, and it booked 17 of those. And a lot of those did treatment. So tell me a little bit about that experience with AI. I know AI is new, so we're learning, we're growing. Everybody's, we're constantly tweaking the stuff that we're doing as well. What, what, what were your thoughts on that?

SPEAKER_00 3:16

So we had had an AI receptionist through a different platform for about a year. And the original receptionist did not filter calls, um, whether it was new or existing. It took any calls that were missed by the office. So if it was during business hours and team members, the lines were busy, it would pick them up there. And then obviously after hours. Um, so it was it was answering any of those. And if it was an existing patient, there wasn't a lot that it could help with. Um, ultimately, it would, you know, say, hey, we're closed, we can't handle your billing concern. We'll, you know, forward this to the office. And it would kind of send us like a transcript. Um, and then we would end up having to call them back on the next business date anyway. New patients, uh, we worked with them closely uh trying to modify its verbiage, the scripting, because our office is predominantly out of network. We're only directly contracted with two remaining plans. And we had a really hard time nailing down what the AI receptionist was saying to the patients. Uh, we would think we'd have it tweaked, and then I would get a transcript because always got an email uh when any call was answered. And it might do okay for a couple of weeks, and then I would see that it was, you know, using out of network language or um just telling them, no, we can't accept that here or what have you. So uh it was a little bit frustrating for us because we thought we had something that was going to benefit the practice, but really it didn't help with existing patients whatsoever, just because of its innate limitations. But it also wasn't really helping with new patients as well. Um, it was actually deterring some of them because of the language that it was using, which was not consistent with the language that our team was using if they would have answered the phone. Um, but it also wasn't doing a great job, even for the ones that it did schedule. Because even though it integrated with Eaglesoft, which is the PMS that we use, let's say we had a gray block, but the chair wasn't closed. For those of you that use EagleSoft, you'll understand what I mean. It would still try to schedule a patient where my gray block was, indicating that I didn't really have availability in that area. So oftentimes we would have to call the patient and say, Hey, we actually need you to come at such and such time. And for new patients, you never want to have to call and move them and there'll be issues. Um, because you want to get off on a, you know, good first impression, good foot. But sometimes AI did not set us up for that, even if it did convert it. So there were multiple layers of issues that we were running into um with the former platform, but we didn't have a year-long contract that we had to abide by. So even though Gary had introduced us to it several months ago, we still had an obligation to kind of see it through. Um, but we were finally able to convert over to the new platform May 1st. So it's been our first full month with it. And like Gary said, it's converting at like 74%. And the benchmark for humans is 70 plus. So it's doing just as well as team members are. Um, I would just dare say maybe better because AI is consistent and humans are humans.

SPEAKER_01 6:28

And it blows my mind that we're at a place in the world, and I know dentistry's kind of experienced this with other technology before, but like just seeing AI be able to do things that people will actually interact with, they'll they'll answer the questions, they'll schedule, and then they'll actually come in to the office. So that's amazing. So that helped your new patients because you went from 30 to 40 percent to all the way up to 74%. I just pulled up the exact number there. So 74% so far this month conversion. So that helped us get more new patients through the door, um, which is great. And then from that, you also adjusted, and I know this this one subject ticks off more, Dennis, than probably anything else. Um, you you you took your exam in x-ray, and I think it's a limited, and you went from 59 down to 39 because you wanted to drive more people in through the door because you wanted more people to buy treatment. And I know a lot of time people are like, no, they're just gonna come in and do the exam in x-ray and then they're gonna leave. Um, which I don't know anybody who does that for fun. Uh, but um tell me a little bit about that. Why did you lower it from 59 to 39 and then what happened?

SPEAKER_00 7:40

So this is a loaded question, um, because there's a lot of different facets to this answer. So, one, not only did we lower it from 59 to 39, but uh after talking with your team and some of our internal contacts and coaches, you know, strategic coaches at SMC, we also changed the verbiage on our website to not emergent language. We just said um it was like a limited, a limited issue, not necessarily emergent, because maybe patients aren't having pain in their mind, they're not quantifying it as an emergency, but they do have this isolated area that they want to get looked at and they're not ready to commit to like a full exam. So we not only lowered it, we also changed the verbiage to uh just take away kind of okay, patients are like, Am I experiencing a true emergency? Is this what I pick? Is this not what I pick? Um, because in the dental world, you know, we we understand, but that doesn't always translate to like layman's terms of what patients are perceiving. Um, so we we changed that. And with that, we definitely saw an increase in these exams this month. Um, so our initial commitment was okay, we're gonna drop it, we're gonna change the verbiage, and then we're gonna measure the data and we're gonna see if this is working or not. If it's not working, we'll pivot. If it is working, we'll continue to implement this. So let me let me back up and say that. So I practice with my husband for those of y'all that haven't heard us chat before. Um we initially, the two of us are usually on the same page with business decisions, but Daniel early on was very anti-specials because we're a more fee for service practice. He's like, if they're price shopping, they're not gonna get work done. Um, kind of a lot of that what Gary alluded to as kind of the initial knee jerk, I think, train of thought in the dental world. However, Daniel was like, okay, we'll try it. If it works, great. If it doesn't, we can always change. We're not married to this model for forever. And this was two years ago when we first came on with SMC. So obviously we have tried different price points. We we've learned some don't work in our market, some do work in our market. But at this point, almost two years in, when I went to him and I said, Hey, I just talked with Gary and Kristen and the team, and we think we need to lower it to 39, he's like, Okay, if that's what we need to do, that's what we need to do. Especially if we're gonna measure the data and we're gonna either support it or not support it. So one, I think that if you're going to do that, one, you need to have enough market research to know what that number that needs to be in your area and in your demographic. You don't need to just be throwing a number out there uneducated. Um, you also need some data points to measure what price points are working and what's not. So you can pivot. So you're not losing money or losing patience by having it too high or too low. You do have to find the sweet spot. But for us, it has been hugely beneficial this month. And I think that's what Gary and I were going to talk about next that the $39 special actually drove us more emergency patients, but we did more same-day conversions and treatment than we typically do in a month.

SPEAKER_01 10:54

Yeah, which is awesome. So you it it worked exactly the way that you want. And I think one important thing to call out to everybody out there, because we always want our cake and eat it too, right? Like there's benefits to certain kinds of patients, and there's downsides to certain kinds of patients from a business standpoint. We want to help everybody. You're gonna, if a patient comes in, you're gonna help them. I know that. But just thinking through from a business lens, the thing that's great about emergency patients is they're super motivated. And I know you have an exact example of this. Um, and we'll talk about that in one minute. But then one of the downsides, and we'll talk about how to actually solve this and how you tackle this, is that they're much harder to retain. Like they fix the problem. There's a reason that they're having a dental emergency. Let's just say that. They didn't, they didn't listen to their last dentist. That's that's that's the problem. Hygiene, on the other hand, they come in, your ROI, they're not gonna buy treatment right away. You have to build trust with them. They have to keep coming back in and coming back in. And over time, they start to build up rapport with you. And then they become one of those amazing patients that loves you and they refer their friends and family. But that takes time. It doesn't happen in the first visit, second visit, because they're not motivated in the same way. They're just like, I just want to get my teeth clean. You say, Hey, you got all these problems, and they go, Okay. And as long as they keep coming back to their hygiene appointment, then over time that really compounds. And those are two different really approaches. Um, and you can do both, but it's it's really, I think, important that the audience understands that. So let's talk about you had us a very specific example of a patient that came in on that on this, and you had a bunch of patients come in, get treatment done, but there was one that came in, uh, they were a medical provider, then their insurance was out of network. And tell tell us a little bit about that.

SPEAKER_00 12:38

So we had a lot of larger treatment plans convert this month from specials. Um, you know, several patients that had failing bridges, that didn't want implants, that needed new, you know, fixed price kind of work, different things. Um, but we had one specific patient come in. She has has insurance. It's not a great plan. It is out of network. She knew she was basically going to be paying cash for everything, came in, came in on a $39 special, had not been to a dentist in 10 years or more, she said, had had traumatic experience in the past, knew she had a lot of work to be done on a surface level, did not appear to be overly motivated, uh, but kind of voiced what she ideally would like, um kind of in a perfect world. And so really spent some time with her trying to regain some trust just in a dentist seeing her and not hurting her, not traumatizing her further. I really leaned into that more than um, more than any other aspect because I could tell how frightened she was. So just really tried to build some trust, really make her feel heard and took that, what she what she said she wanted, um, and then translated into a treatment plan. And then, as you guys that have been in dentistry for a while know, a lot of times what patients' ideal treatment looks like does not coincide with what they can financially support. And then sometimes you have to go back to the drawing board and come up with a different plan that's more in the budget. But she was adamant that this is what she wanted. Um, so I wanted to present that to her first. Um, I did let her know that there were other alternatives, but we would focus on this one first and then we could always, you know, make modifications as needed. So again, came in on a $39 special, awful treat, uh, not treatment plan, awful insurance plan, not gonna do very much. Super traumatic, experienced dentist. I mean, this is an uphill battle type patient, right? Um, a little bit of a language barrier as well.

SPEAKER_01 14:41

Oh, wow. Okay.

SPEAKER_00 14:42

Yeah. So uh not not Spanish speaking. Uh it was more um, I forget was it was something Eastern European. So, anyway, a little bit of a language barrier, um, even though she's been in the States for quite some time. So, anyway, we ended up presenting this plan to her that was over 10K. And she instantly was like, I want to do this. Um, so she was like, I'd like to pay for it in cash. I've been saving up, I've known that I have some issues. I didn't know how much it was gonna be. We require deposits in our office. That's probably a whole nother conversation, but in our office, we've done it with them, without them. It it it works in our practice. Again, that's a whole nother that could be a whole nother podcast. But so she left. Obviously, her deposit was was not what she came back with, but um, it's a fraction of that, depending on kind of the length of the appointment, the overall investment, et cetera. So she was like, Well, I'm gonna go to the bank. She goes to the bank, she comes back with like eight grand in cash. She's like, This is all they would let me get out today. Um, I'll bring the remainder, like I think it was $2,500 or so, to my first visit because I can get that out another appointment. She's like, I also want to bring my son. He's gonna come for hygiene. He doesn't have as much work as me, but he does need some things. So she was paying us $10K up front. I see her this week um to basically start her case. And then her son has already been back in. He didn't have very much to do, but what he did have to do, she's already done it, paid cash. Um, he's already set up his next recare. She's coming back to to start her case uh this week. So one thirty-nine dollar special turned into a ten thousand dollar cash case and then uh instant referral of her son and then recare on his behalf. So that's just one example. I could sit here for a long time and talk about others. Um, but this one was more of an uphill battle than some of the the other the other ones that we've had because there were just a lot of things kind of stacked against us initially, um, barriers, so to speak. So I'm a big advocate of figuring out what the sweet spot is to bring these patients in and then just meeting them where they're at. A lot of them will get the treatment. They know they need treatment. I've had several come in and say, I've been neglecting this for a long time and I've been saving because I know I have issues. Some of them don't want to kind of spend their whole savings on a $400, $500 initial exam visit, whatever it may be. They they want to have a couple of different consultations. Like some of them have been to other offices and they're kind of trying to find the person that's gonna do their work and find the sweet spot, and they're not wanting to, you know, have their whole savings go to just the workups and not have anything left for treatment. So I personally think that if you do it strategically and have, you know, advice and their educated price points, that it can be extremely beneficial to your practice if implemented correctly.

SPEAKER_01 17:48

Agreed. I totally agree. So um I I I think a lot of times we we go back and it's like, well, we used to not have to do that. And it's like, yeah, but dentistry's changed a lot. When I first got in dentistry, you could just it was really easy to generate new patients. This is a long time ago. This is back in when phone books were still really popular and people were paying like $20,000 a month for phone books, and and then it all started to shift towards the internet, and you could do certain things, and people would just come in, and it was it's really easy to generate new patients online, and um, then all of a sudden it it flipped, and it's like now it's like it's hyper competitive. You have to constantly be watching what the market's doing. And I will say, sometimes there's seasons of certain markets where all the dentists start marketing at the same time, like literally, and it becomes much more competitive, and then it kind of slows down because a lot of them are not either not good at it, or they don't know, you know, they don't understand the nuance of it, or their team doesn't answer the phone well, or their AI is broken, or whatever, or they don't have availability. And so all these they so they stop marketing, and then it makes it a little bit easier. You see a spike, and so there's just this ebb and flow. And I I think we got used to over many years ago, we got used to like just kind of set it, forget it. I'm getting my 30 new patients, and then I'm done. But it's it's just more competitive. So I love all the nuance advice that you're giving and the breakdown of how to think through that. One of the last things I want to talk to you about is those types of patients that are coming in, they have emergencies, they're in pain, you're getting them out of pain, you're also meeting their needs of all this dentistry they need to get done. They're usually paying cash. Um, one of the big things that the downsides of those type of patients is they don't stay with your practice because they don't have the insurance that's in quotation marks paying for their cleaning. So, how do you retain them? Are you putting them into a membership plan?

SPEAKER_00 19:44

Yes. So we do ours through um, it's uh it's I guess it's cleary now. It used a few months ago, it was up until a few months ago, it was clear. Um, for those of y'all that are familiar and they kind of rebranded and changed their name slightly. But we have worked with different third-party membership plans in the past. We even at one point worked with our attorney to do one that was compliant that was just administered by the office. Um, and then we found uh clear, cleary a few uh couple of years ago and have really had a good experience with it.

SPEAKER_01 20:18

What which what's the name of it? Is it clear or cleary?

SPEAKER_00 20:21

Because Clear up until a couple months ago. And now it's like Cleary, C-L-E-R-R-I. They just, I mean, we still call it Clear because we're used to having called it Clear, but they did change their name slightly. Um, I don't know if it was just a rebrand or if there was some type of, you know, merger acquisition, what might have happened um behind the scenes, but it hasn't really affected us, like it hasn't changed the structure as to what administrative fees they withhold or or any of those benefits, things like that. It hasn't outside of the name change, um, just on like their literature brochures and things like that that they've printed, um, we haven't really appreciated any issues or differences um since the change here in the last few months. But it has worked really well. Uh for us, we have three different plans. So we have a new patient adult, well, I guess four, new patient adult, new patient child. We don't really see many children. We probably have less than 25 in our whole practice, and half of those are staff kids. Um, but we do have that available to people that maybe have a more pediatric-based population. Um, and then obviously those price points are different, uh, just because an adult, an adult is gonna need different things than a child, um, just like if you were billing to insurance, those fees would be different. And then with that, uh, you also have existing new patient that is in a pro fee plan. And then you're gonna have um a perio new patient and then a period maintenance uh existing patient. So there are there are actually a couple of different um options there for you as a provider to put them into. Um so you get to set what that fee is based on what your like kind of annual, what you would normally. Charge them. They're going to get some sort of discount off of that. But like our new patient, they're getting, if they're healthy, they're getting two cleanings, two pro fees, they're getting their exam, all their new patient X-rays, fluorides included, and then one emergency visit is included. And then we do 10% off of treatment. Some offices do 15 or 20% off of treatment. We do 10. The reason we do 10 is because with us being more out of network and fee for service, a lot of our patients really like to use third-party financing. And depending on the third party financing, it might take 10% or 15%. So if I'm giving a 10% discount on my membership and then I'm doing 10% hit for my financing, that's really a 20% to me like discount total. So I don't like to give 20 up front and then I'm going to take a big hit on third-party financing, because then I'm like, well, should I have just taken an insurance? So for us, 10% is great. Patients appreciate it. And they have a consistent low monthly payment to get them all of their recare, period, whatever that looks like for them. So yes, we're trying to get non-insured patients, whether they come in for an $89 special hygiene visit, or whether they're coming in as a $39 limited special, we are trying to get all of those converted over to a membership plan so that one, they can have the discounts, but more importantly, so they can get in some sort of hygiene recare program to get them healthy and keep them there.

SPEAKER_01 23:35

That's awesome. And that I know that helps so much keeping the patients there. I mean, because I know a lot of times we we know that insurance is not really insurance, right? But the patients don't know that. So their whole life they're trained. Hey, when you buy a car, get insurance. Hey, when you when you get a job, ask them if they're going to give you health insurance and pay whatever the premium is because you really need that. When you go to buy a house, you have to have insurance. Like you can't even buy the house without it because of the library.

SPEAKER_00 24:03

The bank willn't see it. Yeah. Yeah.

SPEAKER_01 24:05

And so, and all of those insurances are actual insurances because if I go wreck my car, they they help me pay for a new car. If my house burns down, they buy they help me build a new house. If if if I need to go to the hospital and might break my arm, they're gonna help me fix my arm. And I might have to pay something, but it it pays more than it doesn't pay. But dentistry is nothing like that, like not even close. It's it's basically a coupon book, but the patient doesn't understand that. So then they feel shame. They feel like, man, I have all these other insurances, I don't have my dental insurance, or I do, and it doesn't cover anything. And so it's like it's like my kids. I have little kids, I know you do too. When I have to put them to bed, they like their blanky. Now, you know, and I know, Dr. Jancy, that any blankie will do, it'll keep you warm, but they like their blanky. And if they don't have their blanky, then they don't feel secure. They don't feel safe. Like, where's my blanky that I always go to bed with? And patients need the same thing. And so if you have a membership plan, that's their it makes them feel good now that they have. I know it's not insurance and quotation marks, but it's it's a plan that helps them feel good about actually having something in place and it covers their cleanings and it gives them a little bit of a discount on treatment and those kind of things. But it it just and then that makes them come back to your practice because you solved the blinky issue.

SPEAKER_00 25:29

I think the adult version of that is it gives them the predictability, right? So I think that that's a lot of the the issue with patients that aren't insured or don't have a great plan, is because we deal with this a lot as a predominantly out-of-network fee for service office, is it's the uncertainty and the unknown that is the barrier for them. Because it's like, okay, well, I know I'm due for my cleaning. I want to get my teeth cleaned, I want to have my period maintenance, I understand that this is important. You've educated me, you've told me this as a healthcare provider, but how much is that gonna cost if my insurance isn't gonna help with it? You know, okay, well, I'm and then and then you start patients want to negotiate with you. Okay, well, I know I'm due for my x-rays today, but I'm cash and I can't pay for my x-rays today, or can you clean me but not do my exam today? It's like, you know, it's like we want to pick and choose healthcare. And when you just have, okay, Gary, um, you're an existing patient's with us. I know you lost your insurance. That's totally fine. We're gonna get you in this membership plan that we have. It's $30 a month. It's gonna be completely reasonable with your budget. You're not gonna have to worry about your cleanings, your exams, your x-rays, your fluorides. Even if you have an emergency, it's covered. And then if something comes up and you do have an emergency, you know, you fall off your bite and you break your front tooth, you know, your kid headbuts you and they don't mean to, whatever life happens, you'll get a discount on the treatment that you do need. And to an adult, that translates into some level of predictability and security. And it removes that uncertainty of not knowing what my next appointment is going to cost. And when you're out of network, insurance companies don't give you a lot of information to give accurate estimates on either.

SPEAKER_01 27:19

So not only does it's their business model. That's the business model. That's on purpose to confuse everybody.

SPEAKER_00 27:26

Now you're uncertain to some extent. I mean, office managers and those of you that work in insurance coordination and what have you that are listening, y'all, y'all know this struggle. And then who do they call when it wasn't covered, like you said it was going to? They don't pick up the phone and call Blue Cross. They call you and yell at you because they know your phone number. And Blue Cross won't answer the code.

SPEAKER_01 27:44

Blue Cross won't answer the phone. Yeah, Blue Cross won't answer the phone.

SPEAKER_00 27:47

They blame the doctor too. And the doctor's the only person they can get a hold of. So then the insurance coordinator and the office manager gets blessed out. Um, and insurance, it's really their fault, but they're off scot-free. So it removes a lot of those obstacles, not only for the patient, but also for the office, um, when you are working in an out-of-network world.

SPEAKER_01 28:07

Yeah, I love that. That's so good. Um, this is this is an amazing uh episode. And last thought, this was kind of crazy. I I went into AI and I said, hey, I want you to take all the models of like health insurance. And I want you to build me if I was to get dental, if a dental insurance was to be real insurance and cover everything and my premiums and all that kind of stuff, what would what would uh how much would dental insurance actually cost? And uh it spit back out to me if you wanted like full coverage and you would still have like a thousand dollar deductible um and you just wanted it to cover everything, it'd be about twelve hundred dollars a month, I think it was, uh, for dental insurance. So you're talking about fifteen thousand dollars a year, which is crazy.

SPEAKER_00 28:53

Almost like a medical plan.

SPEAKER_01 28:54

Yeah, it would be a it's very similar to a medical plan. And then if you wanted to have a five thousand dollar deductible, then it would be like, yeah, it was like three hundred dollars or two hundred dollars or whatever, right? And then it would cover everything above that. It's at it just doesn't make sense for dental, right? It just doesn't, you can't have health insurance and dental. So we have to have that second option. So I absolutely love that. Thanks for your transparency. Thanks for uh uh letting us take a peek inside your practice and what you are actually working through. And uh uh this is great stuff. It helps a lot of people. So I really appreciate it, Dr. Jansey.

SPEAKER_00 29:27

It's always a pleasure. Thanks for having me again, Gary. I appreciate you guys. All right, bye.