#148 Blog Post – Friday, 7 March 2022
Posted by Denny Hatch
A Niche Agency Owner Shares War
Stories of Life in the Pandemic Years
I love it when a reader of this cranky blog writes in with a comment/critique. It's gratifying when positive and educational when negative. These are the only indicators that the damn post was actually read by somebody.
Dr. James McAnally—dentist-turned-entrepreneur agency founder—has been reading my stuff since 30 July 2015. As long-time readers know, the nuts-'n'-bolts, rules, results and war stories of the marketing and advertising business fascinate me.
So, I was thrilled to receive an insider's reflections of what changed with his agency and clients during the COVID-19 years. This is not boring prose. Dr. James is a funny, loquacious dead serious guy with an on-screen pointer and voice-over description giving the nitty-gritty and low-down on his business and his clients during the Pandemic.
The effect: it's as if he were live and in person in the room and I was an audience of one
I'd be curious to hear your stories on how you dealt/are dealing with the Pandemic.
Contents of this post:
1. Initial back-and-forth.
2. Link to Dr. James McAnally's ad-lib presentation.
3. Dr. McAnally's bio from Linkedin.
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Dr. James McAnally
To:dennyhatch@yahoo.com
Wed, Mar 2 at 7:34 PM
Denny!
You are always giving me stuff, so trying to repay the debt a bit via my video below.
Be well!
James
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Wednesday, March 2, 2022
Dear Dr. James,
GREAT COMMENT!!!!
This was a FIRST! In 60 years of covering direct marketing/direct mail, I never received a voice mail comment and an invaluable first-person stream of consciousness window into how things work. Fascinating!
Asking a favor. May I turn this into a blog? I’ll run it by you before I run it.
Thanks again.
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Dr. James McAnally
To: Denny Hatch
Thu, Mar 3 at 1:11 PM
Denny!
Seriously?!? The first time in 60 years for that…a sad commentary on human behavior especially in an era where information exchange is so easy and instantaneous – if the channels are open of course.
Use away the materials. Happy that there is some value for you!
Best,
James
P.S. Your 60-year wait for this reminds me of my disappointment upon entry into dental school when I realized that my fellow students were not particularly culturally enlightened…
I had believed I would be surrounded by at least a few intellectuals because it was “professional education.” Surely a few would be interested in culture, art, music, etc. Right? WRONG! One of our professors (who remains a good friend), who was/is interested in matters beyond just teeth/orthodontics, had, during his first lecture, played for the class about 30 seconds of Vivaldi’s Four Seasons. His theme was that the development of art, science, (dentistry and his specialty orthodontia), music, and well civilization is always on an arc on which growth and development is not linear but comes in starts, stop, and fits over time… Wars and famines routinely interrupting this progress…
As it was Socratic method instruction, asking “Who composed this? What’s the name of the piece?” I was the only student who knew the answer. Thus, the scales fell from my eyes!!
But perhaps what is even more naïve and laughable about this, looking back now is that this was in OKLAHOMA. In 1989, it was still early in the Reagan/Bush/Bush destruction of education and before the true hard shift to the right had occurred. I can only imagine my professor now asking such mundane cultural questions to the philistines!
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Link to Dr. James's Private Musings
https://share.vidyard.com/watch/7zRHhD7SgkM9fAvxsWFbUo
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About Dr. James R. McAnally
Dr. James McAnally is the founder of Big Case Marketing; a specialty dental-advertising agency sending full-arch dental implant patients to member practices every month.
*Proven direct-to-consumer advertising sends a minimum of 3 full arch cases to practices every month.
*Big Case sales process training maximizes return on advertising investments.
*Hiring support to find quality sales staff ensures a strong selling team with each member client.
*Credentialing, education, compliance and billing support to leverage Medicare Original Part B oral surgery benefits to create a market advantage over local competitors.
The agency is the biggest non-corporate advertiser in the Google Ad system (formerly "AdWords"). It has guided or managed campaigns in more than 80 global markets with the longest contiguous history of implant-focused advertising. More than 1000 dentists globally have trusted the group of sales training or advertising. The member network of advertisers is the #1 national competitor to ClearChoice implant centers.
Dr. McAnally’s involvement in clinical dentistry spans 32 years: 17 years at chairside, and more than 15 years working with implant and reconstructive practices. He continues to hold an active clinical license and his weekly writings are read in more than 35 countries.
Dr. James McAnally is the founder of Big Case Marketing; a specialty dental-advertising agency sending full-arch dental implant patients to member practices every month.
*Proven direct-to-consumer advertising sends a minimum of 3 full arch cases to practices every month.
*Big Case sales process training maximizes return on advertising investments.
*Hiring support to find quality sales staff ensures a strong selling team with each member client.
*Credentialing, education, compliance and billing support to leverage Medicare Original Part B oral surgery benefits to create a market advantage over local competitors.
The agency is the biggest non-corporate advertiser in the Google Ad system (formerly "AdWords"). It has guided or managed campaigns in more than 80 global markets with the longest contiguous history of implant-focused advertising. More than 1000 dentists globally have trusted the group of sales training or advertising. The member network of advertisers is the #1 national competitor to ClearChoice implant centers.
Dr. McAnally’s involvement in clinical dentistry spans 32 years: 17 years at chairside, and more than 15 years working with implant and reconstructive practices. He continues to hold an active clinical license and his weekly writings are read in more than 35 countries.
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