Dental Marketing

Dental Marketing: YOU Are Your Brand

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If you are looking for “an edge” in your dental marketing that will make you stand out from your competition, professional pictures and videos are it. Seeing an image of the dentist upon arrival to the website creates an immediate connection to the practice for the patient. The images on your website are the first items of information that a visitor to your website will process. Around 90% of the information processed in the brain is visual and the brain actually processes images 60,000 times faster than text! This definitely lends some truth to the well known adage, “a picture is worth a thousand words.”

And of course you won’t want to stop with just images. You can further build on that connection with quality professional video. It can be nerve racking to search for a new dentist for any patient, and so the ability to feel like you’ve gotten to know the dentist a little before walking through the door is simply priceless. Check out a professionally branded dental marketing video created for two of our dentists, Dr. Israel Salin and Dr. Dimitri Salin.

Once you have created your professional images and video, you want to make sure to splash them everywhere, your website alone is not enough. You’ll want potential patients to see you everywhere they go… images on yelp, yahoo, all your local listings, facebook, youtube, etc. You’ll also want to play commercial snippets and use your images on banners for re-marketing ads that target users who have visited your site in the past. You’ll want to add these images to direct mail postcards and emails that you send out. When a patient sees you everywhere they look, they will begin to believe you are absolutely the most obvious and best choice in town.

 

Don’t Just Count Your Reviews, Make Sure Your Reviews Count

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Once you have your patients ready to leave reviews, please remember this advice.  Do not encourage them to post from any device in your office that may be using the same IP address.  I know it seems like a simple way to get your reviews done.  You are already talking to the patient about leaving a review.  Why not go ahead and let them leave the review from your office?  Here’s why…

These review sites are smart, and they want to make sure the reviews are fair and honest.  The have different systems in place to catch what they believe are fake reviews.  Several reviews coming from the same IP address will appear to be reviews coming from the same person, and these reviews can get removed.  Even if every review is from a different person, just being from the same IP address will raise a flag against those reviews.

If your office doesn’t offer wireless internet to your patients, then you’re mostly in the clear.  Just don’t let them post their review from one of your computers or devices linked into your internet.  If you do offer wireless internet in your office, even posting from their own tablet or phone while using your internet could get that patient’s review filtered.  Try your best to get them to leave their review later from their own home.

This system really is in place to protect your office.  Not only are the sites making sure that someone is not falsely leaving positive reviews for your business, they are also watching for people posting fraudulent negative reviews.  I’m sure your patients are always happy with your office, but imagine some occurrence where someone is not pleased. They could go home and create multiple accounts and leave multiple negative reviews for you that place your office in a bad light.

Don’t be afraid to ask your patients about leaving reviews, just remember that they need to leave their review somewhere other than your office.  You want all the reviews you can get, but you want to make sure these reviews count.

Get On Top, Stay On Top and Leave Your Competition Behind

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As a dental practitioner your number one goal is to take care of every patient that comes through your doors by giving them healthy, beautiful smiles however, sometimes there just aren’t enough people coming through the doors. To get more new people into your dental chairs you must have solid marketing strategies. I’m going to assume you aren’t investing in mass-market, big-budget, TV and radio promotion — good glad you’re not wasting your money.   Here’s the question I ask doctors when we meet for the first time; What’s your current strategy and is it based on strong marketing fundamentals?

First, let me say this I don’t believe competition actually exists. I believe you can completely dominate and  control your market place. Dentists that buy in to the approach I’m advocating in this article are going to get the biggest piece of the pie by doing things bigger and better than everyone else. Not just by a little bit, by a lot!

The main thing you need to know is that you can’t just rely on the basics. Sure, working with your existing patients to generate referrals will always be a part of your marketing strategy but it’s just one small piece, and to be honest I haven’t met a dentist yet that can’t improve this part of their business, so the good news is that everything your doing can and will get better! If you want great success you have to appear to be the best right from the get-go. You must have an omnipresence, you must be everywhere and the quality of your brand must stand far apart from everybody else.  The marketing areas you must focus on are:

1. Direct/Outdoor (Postcards, Mailers, Door Hangers, Billboards)
2. Search Engine Marketing
3. Social Media Marketing
4. Internal Patient Referrals
5. Reputation Management
6. Patient Re-Activation

If you ignore any of these areas, you are losing ground exponentially… conversely by doing something in each of these areas you are compounding your gains. If I were to give you the choice of taking 3 million dollars right now or a penny that doubles every day for 30 days what would you choose? The 3 million bucks right? Guess what… I’m taking the penny and here’s why; by day 10 I’ll only have $5.12, but I know that the power of compounding results will get me all the way to $5,242.88 by day 20 and when it’s all said and done I will have 5,368,709.12 over 2 million dollars more than the person who takes the 3M right of the bat. I’m here to tell you that putting together all of your marketing techniques you can stand to see the same kinds of compounding results for your dental office. Why? Because by being everywhere you create the perception that you are the best!

You’re probably thinking that to do all of these things will be expensive, and how can you be sure that you will see a return? I’m not going to tell you that marketing is a sure thing, it IS a gamble and so many dentists have failed by trying just one or two of these strategies, before giving up — because of the wrong approach… and that would definitely make anyone a little “gun-shy”. That’s why if you follow our plan to the letter, we guarantee new patient results! We know that if you do all of the right things, the right way, you will see huge increases in your new business which means more profit.

You need to have a strategy for each one of the six (6) marketing avenues outlined above and it should be comprehensive and work seamlessly with the other five. So, if you’re too busy to sit down and plan all of that out, you can simply hire us to do it for you. If you are looking for an assessment on how you are currently doing in many of these areas, we are providing a comprehensive report card on where you are and where you need to go. If you are interested in seeing this report give us a call today at (323) 285-0016. We look forward to speaking to you soon!

Turning Review Readers into Review Writers

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As hard as it may be to believe, just because someone reads your patient’s reviews, that does not always mean that they will feel inclined to leave a review of their own. Usually the idea simply does not occur to them.  This study published on Statista shows that people are four times more likely to read a review about their doctor than actually leave a review about their doctor.  This is where you and your staff come in.

A wealth of positive patient reviews, not only helps casual surfers turn the corner and become patients, but it also aids in your dental search engine marketing. Online patient reviews are an important component in how your website, review listing or local listing ranks in comparison to your competitors. Or course, this is only one component of dental search engine marketing, but it does carry some significant weight.

You should always let your patients know how much you would appreciate a review.  Use incentives to thank them for being a loyal client and for sharing the experience they’ve had at your practice with the rest of the world.  Post signs and literature that prompt your happy patients to ask you or your staff for more information about leaving reviews on sites like Google, Yelp, and Facebook. Make sure to ask your marketing company for the most effective signage, they likely already have something created. Or give us a call at Dental Game Plan and we would be glad to steer you in the right direction.

The main thing you can do to get the word out about leaving reviews is to make sure you or your staff mention it to every patient that comes through your door. For Dental Game Plan clients – all you need to do is get their email address and we’ll do the rest.  You may be surprised how many of your patients are more than happy to leave a positive patient review for the great service they received at your office if asked to do so.

Together We Can Stop The Machines!

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How many times have you called an office, a restaurant, or a doctor and had the phone ring and ring until it clicks over to a prerecorded message. “Sorry we are not in right now…” Of course you don’t know what the next part of the message is, because you already hung up.

A recent study found that 75% of all calls sent to voice mail, hang up. EVoice also did a study, and they found that of all messages left, 33% of them are not ever even checked. This undoubtedly is harmful to any business.

So what is the solution?

Many companies have turned to an answering service who will answer your phone calls when your office is not open, and will relay the messages to the office when they are open again. This of course is not the most desired option, because there is still a disconnect between the office and the answering service when operators are unable to fully assist the caller.

At Dental Game Plan our operators are specifically trained and knowledgeable in the field of dentistry, we are HIPAA compliant and are able to speak to your new patient callers 24/7, while representing your office to the highest standard. Our operators are able to relay pertinent office information, answer patient questions and even book appointments for you where there are openings in your schedule.

Above all, keep in mind it is vital that you have a living, breathing human available to make a connection with each and every caller, so no onegets left behind in “voice-mail purgatory”. Building a relationship over the phone, is the first step in securing a new patient connection, and integral to having long-term rapport.

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Source:

http://blog.alliancewireless.com/blog/75-of-people-that-reach-voice-mail-simply-hang-up

http://www.cbsnews.com/news/are-you-still-checking-voice-mail/

How To Truly Connect With Patients on Social Media

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In this day and age, social media is a critical part of your marketing!  You probably already have some engagement on Facebook, Twitter, and more, and if so – you deserve a pat on the back! But now, let me ask you this… What type of content are you putting up on these sites?

It is your goal to get as many page likes, shares, comments etc., but are you providing your audience with content they can connect with? Sure they want to see that you know what you are doing, with amazing before and after pictures. They might even like to read a short blog post including dental education. But if we are honest with ourselves, most people don’t scroll through their news feed hoping to learn about the root canal process. Would you? (Dentist, don’t answer that Ha Ha).

Visual content is CRITICAL. Here is something that time and research has proven your audience does want to see: Real time pictures of real people! They want to see the latest training you received or when your dental assistant gets engaged. They would love to see the charitable event you attend every year in March. Let them celebrate with you by posting pictures of an office staff member’s birthday celebration or dressing up for Halloween!

Equally as important, they want to see your patients! Share a celebratory photo of a patient whose braces you just removed after 2 1/2 years or a patient’s new smile after implant treatment! Share the humor in a patience numb mouth after prep work for a crown.

Getting pictures of your patients can be challenging, but don’t worry, we have you covered!! Try using posters! Posters with bright colors and fun captions are a wonderful ice breaker, allowing your patients to get involved and even allowing it to be FUN! Something like “My dentist rocks” or “My lips are numb”. How could anyone turn it down? Display these funny, light-hearted placards  in your operatories and around your office and get the conversation started.

Showing potential new patients that you offer a fun filled, yet also professional dental practice is critical. There is no better way to do this than showing off happy patient photos with you and your office staff! Allow people to become connected with you on a personal level! Good luck and happy picture taking!

A Custom Dental Website By Itself Does Not Guarantee New Patients

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So your custom dental website looks pretty sleek and professional but your phone just isn’t ringing off the hook…

That’s because a nice looking site or a page 1 Google listing by itself is not enough to convert the average web-surfer looking for dental services; you need a dominating online presence everywhere the potential patient turns and an arsenal of conversion tools to get them scheduled once they land on your site.

You need glowing patient reviews across several platforms such as Google, Yelp, and Citysearch to inspire confidence that your visitor is making the right decision.

The appointment process needs to be an easy one, with online appointment requests, easy to find phone numbers, click-to call, and a friendly voice on the other side of the phone 24 hours a day seven days a week who will not ask your potential patient to “hold please.”

You need live chat to reel in “looky-loo’s” with real time assistance and special offers.

Lastly, for those potential patients that do not commit on the first look, a Google remarking strategy to follow them around, a steady social media presence and a directory listing everywhere your potential patient turns, will position you squarely above your competition.

Has Your Dental Practice Been Searched Today?

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Welcome to the age of sharing!  Where everyone’s opinions are out there and they all matter (to one degree or another).  I am talking to you about the power and importance of online reviews.  Thanks to technology, it is incredibly simple for every customer to find out all that they need to know about any business before even walking through its door.

People ask for their friends’ opinions quite often, but their friends can be biased.  Also things that are important to one person may not matter to another.  If someone wants access to the thoughts of a broad and diverse group of people, online reviews are what they look for.

A recent survey from 2014 found that 72% of people felt that positive customer reviews made them trust a business more.  Only 18% of people said reviews do not influence their opinion, and a mere 10% said that they don’t read online reviews.

Your prospective patients have countless review websites to turn to, foremost being Google+ and Yelp when they want to do their research before buying. Whether they are at home or work on their computer, or on their smartphone while going about their day, the reputation of your office can be found in an instant.  Your practice needs positive reviews to bring in more patients, and the more positive reviews you have, the more appealing your business will become.

Dental Marketing Expense & Why Marketing Is Critical

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Let’s face it the financial outlay to marketing your dental office properly can seem to be really expensive.  You probably need to build a new website, create video, produce ads, get a CPC campaign set up and running, promote yourself on Facebook, Twitter and other social platforms, and then on top of that you have all the additional costs and headaches of marketing.  As we all know this can be very expensive, with Google pay per click costs averaging at $10 to $25 per click, your daily budgets will easily be in the $50 to $100 range.  Add all of that up, and you are looking at a pretty expensive outlay before you see your first result!

But if we really calculate these costs and look at dental marketing from a revenue producing perspective we would come up with a different scenario.  Let’s say your advertising is costing $5K – $6K per month and you are producing 20 to 30 new appointments with that budget. What are these new patient appointments worth to you over the next 12 months?  Statistically speaking a patient is worth (on average) $1,200 – $1,500 over a 12 month period (according to major dental insurance companies ie. Delta).  So if you are producing 20 patients a month you should be able to produce $24,000 to $30,000 dollars of new business revenue.  Many offices can produce this revenue in the first 3 months, because normally these new appointments are coming from cracked teeth, root canals, extractions, implants and those patients that haven’t been into see a dentist in a very long time.  9 times out of 10 these patients are desperate for some kind of dental work and figure to opt-in to your recommended treatment plan.

These numbers don’t include how much that patient is worth over a lifetime of services that you provide, statistically speaking a patient will stay with an office for an average of 7 years so if we do the math $1,200 (patient yearly value) multiplied by 7 (the average time your patients stay with you) we get a total patient worth of of $8,400!  Most don’t calculate the number of referrals that can also come from just one satisfied “new” patient and on average this happy patient will refer up to 2 other people to your practice.

Now let’s consider how many patients you will lose over the next 12 months… According to the ADA your typical dental office loses 10 percent of their patients annually, which means if you have 2,000 patients in your records you are likely to lose 200 patients this year.  This attrition rate can be attributed to people moving, unhappy patients, and yes even better marketing and pricing by your competitors.  So if you are losing 20 patients you need must begin adding an additional 16.6 patients a month to your office just to break even!!  But, who ever said we were interested in merely breaking even?

Basically dental marketing is not the expense, the truth really is that if you aren’t marketing for your dental office you are losing money!  Many dental offices don’t take the risk associated with spending advertising dollars because usually there is no guarantee, but at Dental Game Plan our efforts will produce results and revenue, and we guarantee it!  Find out more about our programs and how we can make you the obvious choice for dentistry in your market.

 

Dental Marketing Related Articles

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 7 reasons our marketing program works

Dental SEO and Search Engine Marketing

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Your Dental Website Is Useless. We Can Help!

Why do you have a dental website?  Is it there so you can show your friends and family members that you are online and up on the times?  Or do you have a website just because everyone told you that you needed one, but you aren’t exactly sure why?  Maybe you have a website because you want to use it as a communication platform to tell people about your business and maybe even get some new patients with it?

Most of you created a dental website to help with your marketing efforts, and unfortunately just like MOST CEO’s in the world you probably got some bad advice along the way and your stuck with a website that isn’t very effective.  So will you ever know what will work and what won’t.  I mean you don’t really have time to build a dental website and then split test one idea after another… Right?  Well not to worry we have done all of that for you.

I’m going to give you the formula for building an incredible website, and then after that you can ask me questions on how to do it in the comments box below this post.  Here we go.

You have to have a lead capture on your website this means a place where you are collecting someones name and email address as part of your system. Once they are captured you need a follow up system something that will email them over time and bring them back to your website or get them to call you.

  • You need a good incentive.  Preferably one incentive per dental service you provide.  (ie. cleaning offer, a teeth whitening offer, an emergency offer, a root canal offer ect.)
  • Create a grabbing title, that will get someone to take action
  • Optimize your site with powerful keywords people use to search
  • Make sure to have a blog, and write in it at least once a week
  • Have calming colors and use a complimentary color for your buttons so they stand out
  • Add live chat to answer questions for people who are looking for information
  • Create emails at least 2 for each service you provide so if someone is interested in a service they get emails that are related to that service
  • Connect your website to your social media pages, and make sure you are promoting your social spots on every page of your dental website and every email you send out.

Find out how to do all of this and more by communicating with us here on Dental Game Plan.  We are here to help you have success with your dental website either together or on your own! Call us anytime 24/7 (323) 984-9836.