Dr. Ron Wines
By John Gifford
Publisher & Editor
Dr. Ron Wines is an entrepreneur who keeps on improving his dental practice, which is now in its 33rd year. In the last three years, he has made dramatic improvements in his ROI. Thanks to a tip from his son, Dr. Jim Wines, also a dentist, he began to utilize marketing and “business make-over” techniques advocated by Dan Kennedy, a nationally-known sales and marketing guru. Picking the right niche, utilizing innovative marketing, offering customers a guarantee, bundling several products and services, and asking for referrals, have made a dramatic difference in his dental practice’s profit-margin.
Dr. Wines, born in Kokomo, IN, on June 6, 1940, graduated from Kokomo High School in 1958. He enrolled at Indiana University with the intention of preparing to teach High School. He continued with that goal until his practice teaching stint, when he realized that as a school teacher he would be controlled by six layers of bureaucracy. His need for autonomy and independence raised doubts in his mind about continuing his goal to teach in high school.
About this time, Dr. Wines suffered a chipped tooth, and while getting it fixed, took a look at the environment of a dentist. He would get paid $25 for 15 minutes of work (a princely sum in those days). An independent dental practice would give him autonomy and it seemed like a congenial work setting. He went to the Kokomo Extension and asked what it took to become a dentist. He enrolled in math and science courses at IU Kokomo.
After initially being turned down at the IU Dental School (because he didn’t fit the usual pattern of a dental student), he was finally accepted and graduated in 1972. For two years, Dr. Wines practiced with the Public Health Department in Southern Illinois. Then he returned to set up practice in Plainfield, where he has been ever since.
Almost three years ago, Dr. Wines (call me Ron), started reading materials about non-traditional marketing and how to differentiate his business from others. The crucial choice was deciding the specialized niche he was going to occupy. Up to that time, dentures had not been a big part of his business. However, Ron felt he would focus on high-quality dentures — a niche barely occupied in the Indianapolis area. This would allow him to provide a high-quality product, something he could be proud of, and at the same time, increase the profitability per customer.
First, Ron took specialized courses (over a six-month span) from five experts around the country in denture technology and dentures with implants. This gave him an edge over other dentists in the area, who did not have this specialized training. Next, he conceived of several options for his customers. These included high quality dentures, high quality dentures utilizing implants, and a final additional option, cutter bars. Because each of these products are customized and of the highest qualify, Ron could provide a money-back guarantee. By providing a money-back guarantee to his customers, he took the risk away from the customer and took it on himself, increasing the likelihood of customers opting for these dentures. Of the hundreds of dentures that Ron has made, only one customer has asked for her money back (and that was because of the husband of the customer).
His marketing materials contain the guarantee, before-and-after photos of smiling customers, and testimonials attesting to the satisfaction by his customers. The marketing copy is written from the stand-point of the user: You will have a more natural smile, it is pain-free, the dentures are guaranteed for life, and because of their excellent fit patients will maintain healthy bone level. Dr. Wines has seen his profit increase and his actual work hours decrease. He will continue learning as he fine-tunes his dental practice.
Ron Wines, DDS
1635 Hawthorne Dr.
Plainfield, IN 46168
Ph: 317-839-8191
Fax: 317-839-5923
