How to Attract High Quality New Patients into your Dental ... · Dental consumers are becoming aware and familiar with some of the benefits of dental implants. Whitening has become

Unlimited New PatientsVolume III

How to Attract High Quality New Patients into your Dental Practice

2018 Update

Mark Dilatush William Howard (Howie) Horrocks

NewPatients,Inc.UnlimitedNewPatients,VolumeIII2018Update

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UNLIMITED NEW

PATIENTS VolumeIII

2018 Update

HowtoAttractHighQualityNewPatientsintoyourDentalPractice

ByWilliamHoward(Howie)HorrocksandMarkDilatush

NEWPATIENTS,INC.

TheMarketingFirmExclusivelyforDentists

4966S.RainbowBlvd.,Suite110

LasVegas,NV89118

(866)336-8237


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Copyright©2018,NewPatients,Inc.

Allrightsreserved.

THISMATERIALISUNDERCOPYRIGHT.

UNAUTHORIZEDREPRODUCTIONISA

VIOLATIONOFAPPLICABLELAWS.

NOPARTOFTHISBOOKMAYBEREPRODUCEDWITHOUT

WRITTENPERMISSIONFROMTHEPUBLISHER.

Thisbookisintendedtoprovidemarketingandpromotionalinformationfordentalpractices.Anypersonfollowingtheadvicegivenhereindoessoathisorherownrisk.Thepublisherimpliesnowarranties.Itistheresponsibilityofeachpracticetobeawareoflawsandotherregulationsgoverningadvertisingand

promotionsfortheirstateorarea.


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Forward Sowhywouldweupdateourlastbook,UnlimitedNewPatients,Volume3?WhynotjustwriteaVolume4?Theshortansweris:thingsarechangingtoofast.

AsIheadintomy29thyearinDentalMarketing,IamamazedatthechangesI’veseen,bothinthedentalprofessionitselfandinthemarketingofthedentalprofession.Andit’snotjustthefactofspecificchangesbutalsotherapidityofchange.

Changeshappenandtheyarehappeningquickly.Thishasnotalwaysbeenthecaseindentistry.

Rememberelectronicclaimssubmission?Ittooktwentyyearsbeforedentistryevengottoa50%adoptionofthattechnology.

Atthesametime,I’mequallyamazedatwhathasnotchanged.Thereareeternaltruthsthatremaintruenomatterhowmuchorhowrapidlyotherthingshavechanged.

Itonlyseemsrightandappropriatetoexaminethedentallandscapefromtimetotimeandtohelpdentistsnavigateit,evenwhilethereareseismicmovementshappeningrightundertheirfeet.

Betweenmyselfandmypartner,MarkDilatush,wehave60yearsofhelpingdentistsgrowtheirpractices,expandtheirnewpatientnumbers,andbecomemoreprofitable,andallwithlessandlessstressforthedentist.

Wemaynotknoweverythingthereistoknowaboutthissubject,butIcantellyouthis–there’shardlyanyonewithmoremilestraveledonthisroadthanus.We’vemadeeverymistakeyoucanmake.Butwe’velearnedfromthosemistakes.That’sthetruevalueofthethingwecall“experience.”

Wewantedtobringourdentalmarketingexperiencetobearonthecurrentissuesfacingtheprofessionandofferourbestadviceonhowtoavoidtroubleandtakeadvantageofthemanyopportunitiesweseecoming.

Wetrustyouwillfindthisupdateusefulandevenilluminating.

Here’stoyoursuccess!

WilliamHoward(Howie)HorrocksFounder/CEO


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Unlimited New Patients V3 - Update EverythingfromUNP-V3stillapplies!Withafreshnewcurrentperspective,welookedatwhatiswritteninUNP-V3again.WefoundabsolutelyNOTHINGwewouldchange.EverythinginUNP-V3stillappliestobuildingandmanagingasuccessfullong-termdentalmarketingstrategy.So,ifforsomereasonyoudownloadedthisupdatebeforedownloadingtheactualbook–downloadUnlimitedNewPatients,Volume3.

Readitcovertocoverbeforeyoureadthisupdate.

Beforeyougettoofarwiththeupdate…Ifyouaregoingtotakethetimetotrulyunderstandthewhybehindhowbesttopromoteadentalpractice,considerhavingusbuildamarketingplanforyourpracticeandyourmarketarea.ThebookandyourmarketingplanwillmakeaLOTmoresenseandhaveagreaterimpactonyouspecifically.Itdoesn’tcostanything.Startheretobeginaseriesofquestionsaboutyourpractice.Weneedthosequestionsanswered,tobuildyourmarketingplan.

Ifyouarereadingthisandwouldlikeustoputitintoperspectiveviavideo,justgohereonourwebsiteandwatchourMarketingSummitinvideo.IfyouwantCEcredits,thesamecontentisonDentalTown.

WedevotedasectionofUNP-V3explainingwhatconsumerscareaboutandwhattheydon’tcareabout,withnumericratingofeveryaspectofdentistry.Thosenumberscomefrommillionsofdollarsintestingandindependentconsumerresearch.ItiscalledtheMarketableAttributesScorecard.Itstatisticallypointsadesigner/copywritertowardwhatmattersmost(andleast)toaconsumer.Youcandownloadthescorecardhere.

Onceyouhavereadthetextorwatchedthevideos,youmaywanttoparticipateinourforumfordentiststodiscusseverythingrelatedtothemarketing/advertisingofdentistry.ItiscalledtheDentalMarketingMasteryCommunity.ThecommunityisonFacebook.Thislinkwillgetyouthere.Justsubmitarequestformembershipandjoininonthediscussion.

https://www.newpatientsinc.com/dental_marketing_books.html

https://www.newpatientsinc.com/dental_marketing_survey.html

https://www.newpatientsinc.com/dental_marketing_summits.html

https://www.newpatientsinc.com/education_center.html

https://www.facebook.com/groups/dentalmarketingmasterycommunity/


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The Business of Dentistry Thebusinessofdentistryisconstantlyevolving.Italwayshas.Thepaceoverthepast5yearsseemslikeanacceleratedwhirlwindpacetosome.Toothers,theywonderwhythesechangesdidn’thappen30yearsago!Putusinthe“other”category.Wenowhavelegitimatedentalbuyinggroups.Wehavedirect-to-manufacturerpurchasing.Amazonissellingdentalsupplies.Technologyis(again)consolidatingtoafewmaincompanies.Clearalignershavebecomeconsumer-accepted.Dentalconsumersarebecomingawareandfamiliarwithsomeofthebenefitsofdentalimplants.Whiteninghasbecomeanentry-levelcommodity,drivingcustomersunhappywiththeentry-levelsolutiontoan$11B/yearUSmarket(wetoldyouCrestWhiteStripswereagoodthing!)DSOsemerged/expandedasravenousbuyersofexistingdentalpractices.Highdemandforpracticesdrivespricesup.So,ifyousoldyourpracticeorpracticesthepast5years,thepriceyoureceivedwasprobablydirectlyorindirectlydeterminedbyDSOs,eventhoughyoumaynothavesoldtoaDSO.

Ideologicbattlelinesweredrawnbetweendentistswhodon’tbelieveyoucanprovidequalitydentistryunderaDSOmodel,anddentistswithintheDSOmodelwhoprovidequalitydentistry.

DSOsstartedusingtheirmarketingmuscle.Soloorsmallgroupdentalpracticeswerenowcompetingforthesamepatientsinthesamegeographicregionwith1/10ththemarketingbudget.Unfortunately,mostofthesesoloorsmallgroupdentalpracticeownersdidn’tknowabetterwaytocompeteotherthanbyusingveryaggressivepriceincentivestoattractanewpatient.Manywentdowntherabbitholeandneverreturned.IfonlytheyhadreadUnlimitedNewPatients,Volume3.

Tobeclear,wedonotdrawconclusionsorpassjudgementonthevariousbusinessmodelsusedbyownersofdentalpractices.Weapplywhatweknowtothevariousmodels.Asitpertainstoattractingdentalconsumers,wedoknowpatientvolume,practicecapacity,averagefirstyearNPrevenue,4thyearROI,7thyearROI,and12thyearreturnsforthevariousadvertisingmethodsused.

Weunderstanddentistsarealldifferent.Wehaveclientswhoprefertoseethreepatientsadayandworkoutofonecolumn.Wealsohaveclientswhofeelpatheticiftheycan’tbalancepatientsin4columnssimultaneously.So,toeachhis/herown.Weapplaudandsupportthediversity.

Despitethepanicexhibitedbysomedentists,the“toeachhis/herown”aspectofdentistryisfarfromdead.Youstillhaveachoiceinhowyouwanttomanageyourpractice(s).FFSisnotdead.Farfromit.WebetthereisanFFSofficewithin10milesofyouroffice.Youcanchoosewhateverpathyouwant!Dentistryisawonderfulbusiness.Likeallbusinesses,itisjustevolving.

Wehadarecession:Thegood,thebad,andthereallyugly.

Herearesomelessonsdentalpracticeownershadtolearnduringtherecession.Somelearnedquickerandeasier.Somegotsquashed.Historyteachesusall.So,letslearnthesevaluablelessons.Assureasyouarereadingthisparagraph,theUSwillhaveanotherrecessionatsomepointinthefuture.Youwillwanttoknowhowtobestnavigatethroughthenextrecession.


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Thegood.Countingpracticesinexistencesinceatleasttheyear2000,ourclientpracticesgrewslightlyfrom2000to2008.Combined,thegrowthwas+3%.Thiswasduringatimethedentalindustrywaslosing18%oftotalrevenues.Thelatestrecessionimpacteddentistry,thereisabsolutelynodoubt.Butourclientsgained21%onthemarket.Why?Whatdidtheydodifferently(totheircredit)fromtherestofthedentalindustry?Theanswer,ofcourse,hasseveralsteps.Thisishowwewouldhopeyouprepareyourmarketingforthenextrecession,whenithappens.

1. Maintainyourbudget.OneBIGreasonotherdentalofficeslostgroundduringtherecessionisbecausetheypulledthereinsinontheirmarketingbudget.Theycutit.Duringthebeginningofarecession,theLASTthingyouwanttodoisconstrictyourmarketingbudget.Youdon’thavetoexpandit.Justkeepitconsistent.

2. Discontinueniche/electiveservicemarketingspend.Basically,discontinueeverysingularadvertisingmessage.Ifyouaren’tgivingpeople4,6,8ormorereasonstochooseyouinaparticularadvertisingmedium,STOPspendingmoneyonit.

3. Reallocatenearlyallofyourproperlymaintainedbudgettothecorestapleattractiontoyourpractice.FAMILYdentistryistheoveralltheme.Allservices,amenities,technologies,conveniences,andpublicrelationsassetsthatsupportanoverallFAMILYdentistrymessagewillstillworkreallywellduringarecession.

4. Avoidtheurgeand/orknee-jerk,panic-induceddecisiontostartusingaggressivepriceincentivestogetthephonetoring.YouDONOTneedaggressivepriceincentivestoattracthigh-qualitynewpatientsduringarecession.Wejustprovedit.ThroughtheworstrecessionsincetheGreatDepression.InhundredsofUSmarkets.Thereisafablewithatortoiseandahare.Bethetortoise.

Thebadandtheugly.Rememberhowcoolitwastobea“cosmetic”dentistfrom2000to2008?Cosmetics,cosmetics,cosmetics!Everyonebecameacosmeticdentist!EverypatienthadPDS(porcelaindeficiencysyndrometotheuninitiated).ConsumershadENDLESSspendingresources.Theywouldruntheircreditcardbillsup,paytheircardsoffwithhomeequityloans,andkeepspending!

Andyouthoughtitwasyourcharm,goodlooks,andclinicalskillthatmadeyouasuccessfulcosmeticdentist!Well,someofthatmaybetrue.Butunlimitedcashtospendmadeyoumorecharming!So,whathappenedtothedentalpracticeswhofocusedtheirmarketingtooheavilytowardcosmeticsfrom2000to2008?Somepracticesdiedcompletely.Itissad,butitistrue.Theypromotedcosmeticssoheavily,alltheconsumerknewaboutthemwastheywerea“cosmetic”dentist.Thentherecessionhit.Theconsumerjustneededagoodoldfamilydentistnow.Theconsumerwentelsewhere.The“cosmetic”dentistsdidn’tbothertellingpeopletheyalsodo“regular”dentistry.Bigmistake.Perceptionmeetsreality,inbothdirections.Someofthehey-daycosmeticpracticessurvived.IttookPILESOFMONEYtoquicklyrebrandthepracticeasthego-tofamilypracticeinthearea.Theshipwasgoingdownstream.Ittakesmoneytogettheshiptostopandstartmovingupstreamagain.Thesurvivorspaiddearlyforthenichetraptheyenjoyedforthosesevenoreightyears.

So,whatarethelessons?


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Themostsought-afterdentalserviceisfamilydentistry.Thisdidnotchangeand,wepredict,willnotchange.Whentheconsumerhasmorespendingpower,youcanpromotenicheswithsomeofyourbudgetbutyouNEVERSTOPpromotingyourpracticeasthebestchoiceinyourmarket–asafamilypractice.Asageneralguideline,neverspendmoremarketingdollarsonyournichesthanyoudoyourcorestaple.Even50/50istooriskyinmostmarketsformostsituations.InMarch2008,wemovedourclients’marketingbudgetsintothecorestaplesofdentistry(familydentistry,services,amenities,conveniences,technologies,etc.).Ourclientsdidnotwanttochange.Theydidnotwanttoletgoofthegoodolddays.Someleftus,becausetheydidn’tbelieveus.Theywentelsewhere.Thosewholistenedbeatthedentalmarketby21%!Weareproudofthat.Ourclientsarehappyaboutit.Everydentistshouldlearnfromit.Itwillapplytoyourpracticesomeday.Itmaysoundasifwearebraggingonourselves.Technically,weare.ButyoucanapplytheverysameprinciplesifyouworkwithNPI,doyourownmarketing,orifyouarebeingguidedbysomeotherdentalmarketingfirm.Youdon’thavetoworkwithNPItobesmartmanagingyourmarketingbudgetduringarecession.

Therecovery.Wherearewenow?

We(dentistry)areintheprocessofgettingthat18%back!It(recovery)startedlate2016.Thedentalofficeswhocontinuedtogrowthroughtherecessionarenowkillingit!Theyoperatewiththesameannualmarketingbudgetpercentage.Totalbudgetmaybeatinybithigherthan5yearsagobecauseofthegrowth,butthepercentageofrevenuesisthesame.Nobodyisspendingmoremoneyonmarketingtotakeadvantageoftheeconomicrecovery.Mostofthesepracticesareupagainstcapacityrestrictions(toobusy).Some/manyareexpanding.Somehavestartedpromotingnichesagain.Someareexpandingintomultipleofficelocations.Inshort,theyaregettingmorethantheirfairshareoftherecovery.Theydidn’tparticipateintherecession,andtheyaregettingmorethantheirfairshareoftherecovery.Goodmanagement.Goodmarketing.Goodresult.

Thepracticeswhodroppedtheirmarketingbudgetduringtherecessionarespendingmorenowtotrytomakeupthegroundtheylostbynotbeingconsistent.Thisisthepriceofinconsistency.Indentalmarketing,youonlywanttopayfortheonrampofmomentumonce.Youhopeitlastsyourwholecareer.Itshould.Ifyouareconsistent.

Asaniche,emergencieswillleadthewayoutofthisrecession.Ifyouhaven’tyet,considermakingyourselfmoreavailableandyourschedulemoreflexible.Whathappenstotheoralcavityifitisneglectedfor4,6,or8yearsbyconsumerswhotighteneddownontheirdentalspendingduringtherecession?Moreemergencies.Emergencydentistryhas/willleadus(dentistry)outofthenextrecession.Havingaflexibleschedule,onlinescheduling,onlinepromotion(AdWordsmostly),andpotentiallybeingabletoprovidesame-dayfinalrestorationsmakestheemergencynicheoneyoumightwanttoinitiallyconsider.

Adult/SeniorDentistryisnext.Dentistsaskustopromotedentalimplantsallthetime.Whenyouwritedownallofthebenefitsofdentalimplants(replacemissingteeth,anchorfullorpartialdentures,improvecosmetics,etc.),youendupwithareallysolidlistofadult/seniordentalbenefits.Ifyoucancombinethesewiththingslikesedationandsame-daydentistry(orevensleepapneatreatment)–you


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haveaprovenwinner.WedoaLOTofAdult/Senior/Implantpromotion.Tous,thisisamarketsegment,notnecessarilyaniche.Anicheisonething.Adult/seniordentistryisMANYthings.

Ifyouplayedyourcardsrightduringtherecession,youshouldbehummingrightalongnow.Consumershavetheirbuyingpowerback,atsomewhatnormallevels.Itmightbetimetodevoteaportionofyourtotalbudgettowardattractingmorepatientssearchingforelectivedentistry.

HowhasadvertisingdentistrychangedsinceUNP-V3waswritten?

DSOshaveleveragedtheireconomiesofscale.Theirbuyingpowerandnegotiatingpowerisgreaterthanasingleownerinonedentalpractice(ortwoorthree).Leveragingtheeconomyofscaleistheirjob.Itishowtheyjustifytheirexistencetotheirownership/shareholders.Itshouldbeanticipated/expected.

Howdotheyimpactyou?Well,ifyoutrytopromoteyourpracticethesamewaytheypromotetheirpractices,youwilleventuallylose.Theycanprovidedentistryfaster,better,cheaperthanyoucan.Wedidn’tsaytheirclinicalmasteryisbetterthanyours.Wearesimplyrelayinghowthedentalconsumerfeelsaboutyourpracticevs.theirpractice.Minimizingimpactonyourpracticeisfairlystraightforward.TheyareALLusingareducedpricepointtodrivephonecallsintotheiroffices.IfyouhavereadUNP-V3,listenedtoourpodcasts,watchedourMarketingSummitvideoseries,orseenusonstage,youknowwemakeaBIGdealoutofthetwomarketsegments.Basically,theDSOsarepromotingtothehalfofthedentalmarketwhoWILLchooseahealthcareproviderprimarilybasedonareducedintroductorypricepoint.IfyourealizethoseareNOTthetypeofpatientsyouwantinyourofficeanyway(forthemostpart),segmentyourmarketproperlyandfocusyourmarketingdollarsonthe“otherhalf”ofthemarket–theDSOdownthestreetwon’treallyimpactyoutoomuch.TheDSOmarketingwillbealienatingtheverymarketsegmentYOUWANT.Inmostmarketsallyouhavetodoisgogetit.

Importantpoint:Ifanything,theconstantbarrageofpricedealsfrommultipledifferentdentistsinyourmarketmakesYOUstandoutabovethecrowd,IFyouradvertisingdoesn’tusea“deal”(pricereduction)togetthephonetoring.Moredealsthesurroundingmomssee=moredifferentiationforyou.Themomswhowon’tchooseahealthcareproviderfortheirfamilybasedonapriceincentive–willchooseyou(almosthalfofallmoms).

Specialistadvertisinghaschanged,dramatically.

TheIceAgeoftheindependent“ontist”isuponus.Specifically,wemeantheorthodontist,theperiodontist,theendodontist,andtheprosthodontist.Pedodontistsaresafeforawhile.Oralsurgeonsaresafe,butalsofeelingthepinch.

Generaldentistshavebeenkeepingmoreofthework“in-house.”Moregeneraldentistsarebringingspecialistsin,undertheirownroof.MorespecialistsaresheddingtheirownoverheadandsimplygoingfromGPofficetoGPofficetofillouttheirschedules.Makessense.Orthodontistsaren’tgoingdownwithoutafight.Theyraised$4mtonationallypromotetheideathatorthodontistsarebetterataligningteeththangeneraldentistsare.Theadsweretryingtoconvincethepublictoseekoutorthodontistsdirectly.Fourmillion.Poof!


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Fortheorthodontists,endodontists,periodontists,andprosthodontistsreadingthis,wearenotanti-specialty.Wearejustsayingthereismorethanjustthewritingonthewall.It’snotourwallandnotourcrayon,sodon’tblameusforsharingwhatisgoingon.ThetransitionIShappening,rightnow.TherewillALWAYSbeademandforprofessionalswithyourtraining,experience,andwisdom.Nobodyissuggestingotherwise.ButthewaythepatientmakesittoyourskilledhandsISchanging.Itischangingdramatically.Ifyouhaven’tfacedthisheadon,youshould.Itistime.Everythingindentistrychanges.Italwayshas.Italwayswill.Somearefearfulofthechange.Othersembracethechange.Everyonehasachoice.


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How Has Marketing/Advertising Evolved? DiddentalconsumerschangesinceUNP-V3waswritten?

Yesandno.Therecessiontooktheirspendingpoweraway.Theyretreatedtothecorestaplesofdentistry(familydentistry).Now(2018/2019)theirspendingpowerisreturninginsomemarkets.Consumersareactingliketheydidbeforetherecession.Thosewhocan,aregoingbacktothedentistfortheelectivetreatmenttheyputoffduringtherecession.

Butdidtheconsumerfundamentallychangehowtheychooseadentist?No.Thereisnostatisticalevidencetosuggestamajorshiftinhowadentalconsumerchoosesadentist.Slightlylessthanhalfthewomeninthecountryareturnedoffbypriceincentiveswhenpresentedbyhealthcareproviders.Slightlymorethanhalfofthewomeninthecountryarenotturnedoffbypriceincentivespresentedbyhealthcareproviders.Thisneedlehasn’tmoved.Momstillhasageneticinstincttoprotectherfamily.Noamountofoutsidestimulusisgoingtochangebiology.

Itisimportanttonote,however,wehaveaddedtwomore“must-haves”inourmarketingfoundationrecipeforalldentalpractices.Thefoundationusedtobethreepillars.Consistentinternalpromotion(toyourexistingpatients),consistentofflinepromotion(inmostUSmarkets,thewaywedomail),andup-to-dateandactiveonlinepromotion(website&SEO).SincethereleaseofUNP-V3,wehaveaddedtwomorecorestaplesofafantasticmarketingfoundation.Theyare:onlinereview/reputationandonlineschedulingintegration.Welookatbothoftheseasmust-havesintoday’sdentalmarket.Theyeachhavetheirownchapterinthisupdate.

Onlinevs.OfflineAdvertisingSpendingDidChange

TherewasaBIGshiftinmarketing/advertisingspendingwithinthemajorityofdentistsoverthelasteighttotenyears.Somedentistsomewheretoldanotherdentistsomewhere,thesecrettosuccessisspendingallofyouradvertisingmoneyonline.Theinternetis“whereallthepatientsare!”

Hmmm.Let’sdigintothisincrediblyerrantandexpensivetheoryjustabit.

Ifthistheoryistrue,therewouldbenoGeico,Progressive,Amazon,WalMart,CarMax,NetFlix,EBay,Yahoo,DollarShaveClub,Angie’sList,orUbercommercialsonTV,Radio,orinprintanywhere.Buteverywhereyoulookandlisten,onTV,onRadio,andinprint–youseeadsforvirtuallyEVERYsuccessfulonlinecompanyintheworld.Ifeveryoneandeverythingisonline,whyare(virtually)ALLthebigonlinecompaniesadvertisingoffline?Thesebigsuccessfulcompaniesuseofflineadvertisingtodrivequalifiedlocaltraffictotheironlineproperties.Thinkofawebsiteasastorefront.Thinkofofflinepromotionasanadtellingpeopleaboutthestoreandwherethestoreislocated.

Takeaway:Smartsuccessfuldentistswillembracewhattheyseeotherlargesuccessfulcompaniesdoing.Then,sensiblyandwithinbudget,willadaptthesamephilosophyinadvertisingtotheirown


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dentalpractice.HerearethemaindifferencesbetweenonlineandofflineadvertisingandwhytheycomplementeachotherSOAMAZINGLYwell.

Intheworldofhumanbehavior,thephrasepassive-aggressiveisanegativebehavioraltrait.Intheworldofeffectiveandefficientdentalmarketing,thephrasepassive/aggressiveisTHEcorrectbalance.

IfweweretopointtoONEthing,andonethingonly,asthereasonourclientsstaywithusfor5,10,15,andevenover20years–it’sbecauseweestablishtheproperbalanceofpassiveandaggressiveadvertisingintheirspecificmarket.

Anexplanationfollows.Pleasedonotassumeoneisbetterthantheother.Assumetheyareequallyimportanttoalong-lastingeffectivemarketingstrategy.

Passiveadvertising:(yourwebsite,SEO/organictraffic,paidtraffic(PPC/GoogleAdWords)

Characteristicsofpassiveadvertising:

• Nothingofconsequencehappensuntilaconsumerfindsyou.• Consumers’perceptionofdentistryisnotchanged.• Youimposenonewinformationtoimproveperceivedvalue.• Peopleareshoppingforthingstheyknoworperceivetheyneedrightnow.

Youradvertisingexpenseisquiteliterallywaitingforsomeonelocaltoyourdentalofficetohavearealorperceivedproblemorneed–thenseekoutasolutiontotheirproblemorneed.Theygotoasearchengine(predominantlyGoogle)andseekoneormorepotentialsuitorsassolutionstotheirrealorperceivedneed.Anotherkeypointaboutpassiveadvertising.Manytimes,theseconsumershavealreadybeendiagnosedbyanotherdentistandaresimplylookingforalternativeproviders.

Aggressiveadvertising:(allformsofmail,printmedia,radio,TV,signage,etc.)

Characteristicsofaggressiveadvertising:

• Youarenotwaitingforconsumerstofindyou.Youarefindingthem.• Youareimposingnewinformation.• Introducesnewbenefitsofyourpracticethatwerepreviouslyunknown.• Shiftsvalueperceptionofwhatisalreadyknown.• Peoplearenotnecessarilyshopping.

Inanutshell,thosearethedifferencesbetweenpassiveandaggressiveadvertisingavenues.

Forthemostpart,youcanalsothinkofitlikethis:

Online=PassiveOffline=Aggressive

Hereiswhathappenedtodentistryoverthepast10years.ImportantNote:Whenwesaydentistry,wearenotincludingourclients.Ourclientsmaintaina60/40to40/60splitintheirbudgetwhenitcomestoinvestinginpassiveandaggressivemediumsoverthepast10years.

Dentistryovershiftedtoomuch(waytoomuch)ofitsmarketingbudgetsintojustpassiveadvertisingfromabout2008toabout2016.


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Whathappenswhenmoreandmoredentistssitandwaitforconsumerstofindthem?Consumersearchesfordental-relatedservicesdidnotclimbnearlyasfastasthenumberofdentistsbiddingontheironlineexposure.Samenumberofconsumers–moreandmoredentistsbidding/jockeyingforposition.So,theoutcomeispredictable.Adcostswentup(withmoredentistsbiddingonthesameexposure).Whenadcostsgoup,resultsgodownforeveryone!Youmayhavepersonallywitnessedthefollowingexactscenario(orveryclosetoit).Manyofthedentalofficeswhoover-shiftedtowardonlyonlinemarketingfrom2008to2016likelyhadaprettygoodresultfromabout2008toabout2011or2012.ForSUREonlinemarketingisnotonlyviable,butcanbemanagedtobeREMARKABLYconsistent.Theproblemisveryfewdentists,andpreciousfewdentalmarketingcompanies,aretrulyarmedwiththeknowledgeandtechnologyrequiredtomakePPC(searchenginemarketing)remarkable.So,dentistrystartedtolookelsewherearound2013to2014.From2014tonow,mostjusttooktheirPPCbudgetfrommarketingcompanytomarketingcompanytomarketingcompany,hopingbeyondhopethenextonewouldhavethemagic.Onlinemarketingisnotmagic.Inmoderatetoverycompetitivedentalmarkets,youcanseetheonlineadsgettingmoreandmoreprice-reductioncentric.Thishappenswhen2,4,6,or10dentistsareallvyingforthesamelistofphrasesinaGooglesearch.So,unlessthecampaignismanagedexpertly,withthepropertechnologyplatform,theinevitableresultis:1.Increaseinbidcost.2.Morepatientswith“shopping”mentality.3.Lowerlong-termROI.Whichbringsustotoday.MoreandmoredentistsarewakinguptothefacttheyhavetohavebothapassiveANDaggressivemarketingmixinorderfortheirpromotiontobeeffectiveforthelongterm.

Themistakecamenaturally.Backintheday,dentistswerenotlegallyallowedtoadvertise.Whentheywerefirstallowed,theyflockedtotheYellowPages.Why?Becausetheydidn’treallywanttobeaggressive.Theywantedtobepassive.Ifsomeonewassearchingforadentist,theywantedtobethereincasesomeoneneededthem.Then,moreandmoredentistswerelistingintheYellowPages.Placementandpositioningbecamecompetitive.Withcompetitioncamehighercostsoftheads.Soundfamiliar?YoucanjustreplacethewordsYellowPageswiththewordGoogle.Themorethingschange,themoretheystaythesame,huh?

Takeaway:Combiningasolidwebsite,solidSEO,maintainedsocialmedia,upper10%oflocalonlinereviews,onlineschedulingintegration,withaconsistentmailcampaign,willcontinuetodrivethetop40%ofthelocalmarketintoYOURoffice.

Many/mostofyourhigh-tech,internetmarketingguru,do-it-yourselfdentistbuddiesarenowwonderingwhytheyarespendingthesamemoneyforlessimpact.Theyarealsowonderingwhytheverymarketsegmenttheynowwant–hasthempeggedasthe“cheapdentist”intown.Perceptionisreality.Don’tmakethesamemistakes.


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What’s New with Websites?

Wow,talktooneofourdesignersorcodersandtheanswerwouldbe,everything!Everythingisdifferent!Hey,that’swhatkeepseveryoneontheirtoes.WebsitebuildingtoolshavecomeaLONGwayinthepastfewyears.

Allwebsitedevelopmentisnowresponsive.Responsiveiswhenthesitemorphsinsizebasedontheviewingdeviceyouareusing(laptop,tablet,phone).Responsivedesigntoolshavebecomefarlessresource-dependent.Thisallowsevenmaturedentalwebsiteswithyearsofphotographytoloadinareasonabletimeonalmostanydevice.Theneedforseparatemobilewebsitesisgone.Thissavessomemoneyinthebudget,whichcanbeusedelsewhere.That’sagoodthing.

Yourwebsitereceivestraffic(humans)fromorganicsearch,paidsearch,socialmedia,andproperlytargetedofflinepromotion.Youpayforallofthistraffic.Nowthetrafficisonyourwebsitehomepage,whichistheelectronicequivalentofawindowedstorefront.Thetrafficisstilloutsidelookingin,lookingatthewindowsofyourstorefront(yourhomepage).Nowwhat?Whatconvincestrafficto“comeoninandbrowsearound”?Theabilitytoseeandpotentiallymeetthedentistisnumerouno.Ifyoucanputtheowner/dentist(s)onthathomepage,youhavevisiblycreatedawarminvitation.Thiscanbeintheformofapictureandbio(words).Atbest,avideointrowouldbeadded.Aquick,easy-to-read,mainlistofofferings.Thesearenormallythenavigationheadingsorlinkstotheinsidepages.Someofthesemighthavemainheadingswithsubheadingsthatpopoutwhenthemousehoversoverthem.

Youmightalsoshowyourmaplocationonthehomepage(thisleveragesconvenience).Perhapsareviewortwo,ormaybedirectlinkstothepractice’sGooglebusinesspage(assumingyouareproudofthenumberofGooglereviewsandyourreviewscores).

HowoftenshouldIupdate/rebuildmywebsite?

Ourruleofthumbisevery4to5years.Pleasedon’tbeupsetorshockedbythis.Yourwebsiteisyourwindowtotheworld.Yourwebsiteiswhereallofyourofflineandonlinetrafficwillgo(ok,notallbut90%ofthem).Notupdatingyourwebsiteevery4to5yearsislikeleavingshagcarpetinthereceptionroom.Notagoodfirstimpression.

Weproducehigh-qualityvideoproductionsforourclients.Typicallytheyarethedentistdiscussingthebenefitsofaservicethepracticeoffers.WeusedtorendertheseintransparentFlash(Flashisasoftwareprogram).Well,atsomepoint,acouple/fewduelingnerdsatbrowsercompanies(MicrosoftandGooglemainly)decidednottosupportFlashanymore.So,wehadtostopproducingthetransparentaspectofthevideo.We“thought”movingthevideosbacktoamoretraditionalframedvisualwouldhaveanegativeimpact.Itdidn’t.Ithadnoimpactatall,positiveornegative.

SinceUnlimitedNewPatients,Volume3,wedevelopedDentalWebContent.WithinDWCare300to400animatedvideos.Theseanimatedvideoscoversingletopics(services,amenities,price,conveniences,technologies,etc.).Dentistsortheirteammembersperiodicallyselectavideoofchoice

http://www.dentalwebcontent.com


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fromthelibrary,webrandthefrontandbackofthevideofortheiroffice,thentheypostittotheirpracticewebsite,theirFacebookpage,theirYouTubechannel,basicallywhereverthecontentofthevideomakessense.Thiskeepsthewebsiteandallofthepractice’ssocialmediapropertiesupdatedwithfreshcontentatalltimes.

Whetherfilmedliveinourstudiowiththedentistasthespokesperson,orthroughtheanimatedvideolibrary,videoisveryeffectiveatcommunicatingthemainbenefitsofbeingapatientinyouroffice.


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Your Online Reputation

**FullDisclosure**We(NPI)haveaproductcalledNPICrusader,whichhandlesthisaspectofourclientmarketingplans.Whatfollowsisnotasalespitch.We’vejustvettedalloftheproductsonthemarket.Wearesharingwithyoutheprosandcons.

Oneofthemostinterestingandimpactfulevolutionsoverthepasthalfdozenyearshasbeentheimportanceofonlinereviews.Wearesuremostofyouarealreadyawareoftheimpactofonlinereviewsandreputation.Wearenotsureyouareawareofhowitcanhelporhurtallofyourotherinternalandexternalpromotion.

Youwouldthinkadirectone-on-onereferralofanewpatientfromahappyexistingpatientwouldbethestrongestpossibleadvertisingsource.Thereferredpatienttrustsandrespectstheadviceofyourexistingpatient.Whatcouldpossiblygowrong?Let’stakealook.

Imagineanexistingpatient,Mindy,islyingatapoolwiththeirfriend,Janice.JanicetellsMindyshe’slookingforanewdentalhome.MindytellsJaniceherdentistisDr.Jonesandheisgreat.HerwholefamilygoestoDr.Jones.So,MindyimmediatelygrabsherphoneandsearchesforDr.Jonesdentist.

WhatcomesuponMindy’sphone?

Lookbelow.

https://www.newpatientsinc.com/crusader.html


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WasitDr.Jones’swebsitethatappearedfirst?Nope.ItwasALLthedentistsnamedJonesinageographicarea.OK.WheredoJanice’seyesgofirst?Theygotothemaptojudgelocationfirst.Then,subconsciously,hereyesmovetothelistingbelowthemap,whichisclosesttoherhome.ThenshesaystoMindy:“Dr.ChristopherJones,orJonesDentalAssociatesinIrving?”MindyreplieswithChristopher.

Mindyou,Janiceisnowquestioningherfriend’sjudgmentbecauseherdentistdoesn’treallyhavesolidgroundonhisGooglebusinesspage.TheyhaveVERYfewreviewsandnotmuchofanonlinereputationtobragabout.BecauseJaniceisfriendswithMindy,JanicewillprobablytrustMindy’sjudgmentandcallDr.Jones’spracticetomakeherfirstappointment.Maybe.

WhatifDr.ChristopherJoneshad47onlinereviews,areviewscoreof4.8,andwithfurtherinvestigation,had4newreviewswithinthelast4weeks?HowmightJanice’sviewpointchangeifDr.ChristopherJoneswasmanaginghisonlinereviewsandrepmanagementproperly?Janicewoulddefinitely(notmaybe)callDr.ChristopherJonestomakeherfirstappointment.And,shewouldbeconfidentandexcitedtodoso.Perceptionisreality.

Onlinereviewsandperceivedreputationcanmakeorbreakyouradvertising.Onlinereviewsandperceivedreputationcanpersuadeareferraltocommittoyourpractice,orcreateasenseofdoubtintheirfriend’s(yourpatient’s)opinionofyourpractice.Onlinereviewsandperceivedreputationarenotluxuries.Theyarecornerstonestaplesofanoverallsuccessfulmarketingplan.InUNP-V3wediscussedthecornerstonestaplesofanoverallmarketingplan.Addthistothelist.


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So,howdoesadentistbecome#1,#2,or#3intheirgeographicregion?CheesyAcronymAlert!Wehatecheesyacronymsasmuchasthenextperson,buthereisourcontributioninthecheesyacronymcategory.ItiscalledACT(Automation+Communication+Time).

Automation:Muchofthechallengeingettingexistingpatientstoleaveyouareviewisautomatingtheaskingprocess.Let’sfaceit,ifit’snotautomated,iteventuallyendsupnotgettingdone.Youbringuptheideaofaskingforreviewsin117monthlyteammeetings,butthepracticeinevitablygetsbusy,employeescomeandgo,thereareothermorepressingmatters,etc.,andprettysoon–nobodyisasking.

Automationisthekey.Here’swhatshouldhappen.Softwareshouldreadyourscheduletoseewhocameintoday.Itshouldsendatextoremail,orboth,tothepatientanhourorsoaftertheyleave,orthesameevening.Itshouldbeautomatic.Nobodyinyourofficeshouldhavetoremembertoclickanythinginyourpracticemanagementsoftware.

Communication:TheveryLASTthingyourexistingpatientsshouldhear,justbeforewalkingoutyourfrontdoor,isthefollowing:“Mr.Jones,youaregoingtogetatextfromusthatlookslikethis(frontdeskpersonhastheexactsametextontheircellphonetoshowtheexistingpatientwhatthetextwilllooklike).Whenyouclickthelink,itwilltakeyoutoareviewsiteofyourchoice,whereyoucanleaveareviewofyourvisittoday.”

That’sit!Theend.Nomoreteammeetings,fingerpointing,ordroppedballs.Withautomation,thisend-of-appointmentcommunicationisallthat’snecessarytoimprovethenumberofGoogleandFacebookonlinereviews.

Time:Ifyousee20patientsperdayx16workdayspermonth,that’s320visits.Ifyoucanget1%ofthosepatientstoleaveyouanawesomeGooglereview,inayearyouwillhavealmost40Googlereviews.Nowgolookatyourcompetition.Howfardoyouhavetogotobe#1inyourlocalmarket?Nowyouknowhowtheotherdentalofficesaresopopular,butwhichproduct/service/programshouldyouchoose?

HereisaveryhandychartonwhattolookforandwhattolookOUTfor.

Goodthingstolookfor: Why?

Automaticallysendtext/email(orboth)reviewinvitations.

Itwillgetdone.YouwillgetmoreandbetterGooglereviews.

Optionofsendinganhouraftertheappointmentorthesameevening.

Bestresultscomefromthosetwotimes.

Allowpatientstooptoutautomatically. Becauseahandfulofpatientsjustliketocomplain.


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OnlysendsthepatienttoGoogle,Facebook,ormaybeYelp.

Alltheotherreviewplatformsarenearlyuseless.

Noprospectivenewpatientwillseeyourreview.

Yoursoftwarecompanycanholdyouhostage.

Yoursoftwarecompanycanintroducecompetitionintoyourlisting.

30-dayterms–nolong-termcontracts. Long-termcontractsarenotnecessary.

Youkeepyourreviews,evenifyoucancelsubscription.

Becausetheyareyourreviews.

Badthingstobeawareof: Why?

SendingyourpatientstoobscurereviewsitesotherthanGoogle,Facebook,Yelp,orHealthgrades.

Ifyougivepatientstheoptionofchoosingareviewsitethatrequiresnologininformation,theywillbelazyandchooseit.YouwillendupwithFARFEWERbutmorevaluableGooglereviews.

Nopotentialnewpatientwillfindyournon-Googlereviewsunlesstheyarealreadyonyourwebsite.Youwantyourreviewsvisibleonthesearchenginesearchresults.Whatgoodaredinerreviewsofapizzaplace,ifthereviewsareonlyvisibleafteryou'veselectedthewebsite?

YourreviewscanandlikelyWILLbetakenawayifyoueverdecidetocancelyoursubscription.

Ifyouhaveareviewaccountonanobscureplatform,theycan(andhave,andwill)introducecompetitionintoyouraccount,ifyoustopsubscribing.

Bottomline:YourgoalistobetoptwoorthreeinreviewvolumeandscoreonGOOGLE,inyourgeneraldentalmarket.Gettingthereisnearlyautomaticandveryaffordable,ifdonecorrectly.


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Real-Time Online Scheduling Integration Wecannotrememberamoreconsumer-impactfulinnovationtohitdentistrysincetheintroductionoftheelectronicinsuranceclaim.Theabilityforapatienttoschedulewithadentaloffice,365daysayear,7daysaweek,and24hoursaday,ishavinganENORMOUSpositiveimpactonpatientsanddentalpractices.

Togiveyoualittlebackstory,ifyouhavebeenfollowingourwordsofwisdomthepast5to10years,youknowhowadamantweareabouttrackingcalls.Notjusttojudgethequalityofstaff/patientinteraction,buttovisiblyseetheimpactofmissingnewpatientphonecalls.About4yearsago,acrossallofouroffices,clientsweremissing20%(19.8%tobeexact)oftheincomingcallsfromnewpatients.

Wetriedeverythingwithourclients.Wetriedsuggesting.Wetriedtohelpthemimplementrelativelyeasysystemsofphoneforwarding.Webasicallytriedeverythingweknew–butwebarelymovedtheneedletowardoverallimprovement.So,offwewent.Wewereonaquesttofindasolutiontothisproblem.

Weresearched,interviewed,andreceiveddemonstrationsfromhalfadozentechnologyproviders.Weweren’tevengoingintheonlineschedulingdirection.Wewerelookingforextensionsofthecalltrackingapps,whichwouldseekoutandfindacapable/connectedhumanwhocouldengageandmaketheappointmentonbehalfofthedentaloffice.Allofthatcrashedandburnedduringthefinancialanalysis.Sure,itcouldbedone.Butwoulddentistsbewillingtopayforit?Theanswerwasno.So,wekeptlooking.

Thenoneday,amannameTomBrownfromacompanycalledLocalMedcalledourofficeandspoketoMarkDilatushaboutonlinescheduling.Admittedly,atfirst,Markcouldn’tthinkofanydentistanywherewhowouldallowapatienttomakeanappointmentonline.Weevenaskedinopendentalforumsifdentistswouldbeproorconontheideaofonlinescheduling.WereceivedanalmostunanimousthumbsDOWNontheidea.So,wekeptlookingforcheaperwaystoconstructthephoneansweringmodel.

Then,about10monthslater(thisisabout3or4yearsago),TomBrowncalledMarkagain.HewantedtoshowMarktheprogressthathadbeenmadewiththesoftwareproduct.Itwasthatmomentintimewhenthesolutiontotheproblembecameclear.Weshouldn’ttrytobuildacheaperphoneansweringservice.WeshouldsimplyallowpatientstomakeappointmentsatTHEIRleisure,atTHEIRconvenience.Whataconcept!Youknow,sometimesyoujusthavetolookatthesamethingfromadifferentangletoseetherealpossibilities.

Nowthatwesawexactlyhowitworkedandhowitintegrated,gettingadentistandstafftoembracetheideaseemedpossible.Butyouknowus.Wehadtotestit.Wehavetotesteverything.Beforewewouldofferittoourclientsasawhole,wehadtorunitthroughourtestinggroupofclientoffices.

Afterthenormaloperationalbumpsofgettingtheinstallsdone,thewidgetsinstalledontheclientwebsites,andsocialmediapages–itactuallyWORKS!Notonlydiditwork,itwasveryaffordable,requiredalmostzeromaintenance,andthestaffendedupLOVINGit!


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Whatanexcitingtime.FINALLY!Thesameclients,samemarketing,samevolume,samedeploymenttiming–aregetting3,5,7,andmoreADDITIONALnewpatientseachmonthfromtheSAMEexactadvertisingefforts!AndwecanWATCHITHAPPEN!Youmightnotbeamarketingnerdlikeweare,butthiswasareallyexcitingtimehereatNewPatients,Inc.!

Fastforwardto2018/19timeframe.Thecompanyhas4,000installsintheUSandCanada.Thisisafullyvetted,tested,implementedplatformthatworkswithallthemajorgeneralandorthopracticemanagementsoftwareonthemarket.

Youmightbeasking;Well,ifit’sthatgood,whydon’talldentistsuseit?

Theshortanswerisfear.Fearoflosingcontrol,specifically.

Butthesolutiontothefearistosimplyseeitinaction.We’vehadexistingclients(andtheirstaff)HANGUPONUS(theirmarketingcompany!)justforsuggestingtheideaofrealtimeonlineschedulingintegration.Weunderstand.Wegetit.But…

Somedonothanguporimmediatelydismisstheidea.Somegiveus(orthefolksfromLocalMed)20to30minutestoshowittothem.

ThenEVERYTHINGmakesperfectsense.Youjusthavetoseeitinactionforthefeartofadeaway.Oncethefearfadesaway,morenewpatientsflowthrough.Everyoneishappy.

Thisisthehottestpatientservice-centrictechnologytohitthedentalmarketsincetheelectronicinsuranceclaim.Electronicinsuranceclaimssavedtimeandmoney.Real-timeonlineschedulingintegrationADDSPRODUCTIONtotheappointmentbookwithmorenewpatients,whilesavingtimeandmoneywithexistingpatients.

We(asamarketingfirm)cannotpossiblyrecommenditenough.


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Call Tracking TechnologyhasadvancedaLOTinthelast5yearsorso.Calltrackingtechnologyisnoexception.YouattachcalltrackingnumberstoeveryAdWordlandingpage,FBad,mailer,printad,basicallyeverythingyoupromoteyourpracticeon.Then,whenpeoplecallthosenumbers,itforwardsovertoyournormalofficeline.Yourstaffpicksupthephone(ornot,itmaygotovoicemail),hastheirconversation,andhangsup.Thecallisrecorded,asisthecallerIDdata,andstoredinareportingwebsite.Youasthedentistoryourofficepersonnelcanlogintothedashboard,listentothecallsfortraining,callthemissedcallsback(importantforconversion),andusetheconversationtosourcethenewpatientproperlyinyourpracticemanagementsoftware.Calltrackingnumbersareridiculouslyaffordableandreadilyavailable.ThisiswhereweleftoffinUnlimitedNewPatients,Volume3.

Asgoodasitis,everythinggetsbetter.

Wenowhaveaclientdashboardthatwesharewithclientswhochoosetheoption.Currently,thedashboardallowsmultipletrackingnumbersassignedtomultipledifferentmarketingcampaignstobesortedandanalyzedseparatelyortogether.Theuserinterfaceisneat,clean,andefficient.

Wearecurrentlyutilizingtechnologythatreachesintothepracticemanagementsoftwareandcross-referencesthepatientwithrevenuesgeneratedbythatpatient.ThiswillgiveusandourclientsbareminimumROInumbersforeachdifferentadvertisingtype,aswellasanhistoricallookattheROIgrowthovertime(astheROIbuilds).Thisisimportantforidentifyingtheinclinesideofthebellcurve,aswellasthedeclinesideofthebellcurve.Almostallmarketingmediumshaveabellcurve.Identifyingwhenyoustartdownthedeclinesideispuregoldtopeoplewhomanagemarketingbudgetsallday.Theimpactonthedentist/clientisnotwastingmoneytryingtomakesomethingthatusedtowork–workmore,oragain,bythrowingmoremoneyatit.Wecanreallocatethosebudgetdollarstosomethingwithmoreupsideandlessrisk.

Thinkofmanagingdentalmarketingcampaignslikeyouwouldastockanalyst.Astockanalystlooksatgraphsanddataallday.Theytrytobuylowandsellhigh.Thatisverymuchwhatyouwanttodowithyourmarketingdollarsaswell.Youwanttoinvestyourmarketingdollarsintoanareathatgeneratesgoodmomentumuntilitreachesitstopperformance.Then,if/whenitbeginstogiveyoulessreturnforthesamemoney,youwanttobeabletoidentifythattrendandreallocateyourmoneytosomethingelsewithmorepromise.

Calltrackingisextremelyaffordableandshouldbeconsideredamust-havewithinyouroverallmarketingstrategy.


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Facebook Advertising (not to be confused with Social Media below) ManypeoplespendtimeonFacebookeachday.Manyofthosepeoplearewomen.ManydentistshavetriedadvertisingtheirpracticeonFacebook.Sometried,anditworks.Somearetryingandthejuryisoutonifitworksornot.Somedentistshavetrieditanditfailed.TherearewholeFacebookgroupsdevotedtohelpingdentistsadvertiseonFacebook.Here’swhatweknowasofthewritingofthisupdate.Remember,thingschange.WeEXPECTFacebooktochange.HereisaFacebookprimerofdefinitions,alistofcurrentcapabilities,whatwehaveseenfromeach,howweasacompanycontributetothecause,andanoverallview/commentaryonFacebookasaseriousadvertisingresourcefordentists.

Definitionsfirst:

1. PPI=PayPerImpression:Thesearethe“sponsoredposts”whichshowupinsideofyournewsfeed.Basically,theadvertisercreatesaFacebookpostusingacarefulcombinationofwordsandpictures,thenwaitsforapprovalfromFacebook.Onceapproved,theadvertisertargetsthead.YoucantargetFacebookusersgeographically,alongwithothercriteria.Asanexample,ifIwereadentist,ImightwanttotargetfemaleFBuserswithina30-mileradius.WithaPPIad,youpaymoneytohavethisadshowupinallofthefemaleFBusers’timelineswhoarewithina30-mileradius.Facebookwilltellyouthenumberoftargetsandwhatyourbudgetshouldbetoreachallofyourtargetswithinthetimeframeyouspecify.

2. PPC=PayPerClick:ThesearetheFacebookAdstotheRIGHTofyourtimeline.Itwillsay“Sponsored”intheupperleftcorner.Withpayperclick,youpaymoneyeverytimesomeoneclicksontheadandgoestothedestinationpageofyourchoosing.YourdestinationpagecanbeaFacebookpage,alandingpage,apageonyourwebsite,oralmostanythingreally.TheseadsmustbesubmittedandapprovedbyFacebook.Thesamegeneraltargetingapplies.Youcanselectthepeople(FBusers)youwanttoseetheads.

OurSearchEngine/SocialMediamarketingdepartmentchimesinwiththeirtakeonFacebookadvertising.

Currently,99%ofourclientsearchengine/socialmediamarketingmoneyisdevotedtotheGoogleadvertisingplatform.WithGoogle,weknowtheresultdatawearecollectingiscorrect.We(andneithercananyotherserioustruthfulinternetmarketingcompany)cannotsaythesameforFacebookresultdata.ThisisaknownissueatFacebook.Inotherwords,theyknowtheyaresendingoutfakeclick/impressiondata.Theycurrentlydon’tknowhowtofixtheproblem.Wedobelievethey(FB)aremotivatedtofixtheproblems,aswe(NPI)arenottheonlylargeonlinemarketingcompanywhoisallocatingalloftheirclientbudgettoGoogle.MostseriousonlineadvertisersareawareofFacebook’sadresultdataissues.

Withoutcredible/believableclick/impression/resultdata,anonlineadvertiserwhocaresabouttheoutcomecannotpossiblydotheirjobproperlyonbehalfoftheirclient.Itendsupbeingalotof“trythis”


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and“trythat.”MostdentistsadvertisingonFBaredoingsothemselves.Wehavenoproblemwithourclientsdevoting5%to10%oftheirbudgettoFBadvertising.At5%to10%,evenifitisatotalandcompletefailure,thedentistbudgetisnotatgreatrisk.Forsure,atthismoment,wewouldnotrecommendspendingmorethan10%ofyourannualbudgetplayingaroundwithFacebookads.

We(NPI)DOprovidecontentforFacebookads.Withasubscriptiontowww.dentalwebcontent.com,clientscanuploadadsandimagesinsupportofdo-it-yourselfFacebookefforts.Youcansearchforthedentalsubjectyouwanttoadvertiseandallthecontentforaboostpostoranadshouldberightthere.

WehopesomedaywecantrustFacebookaddata.If/whenthathappens,wecanusetheartificialintelligenceplatformweuseforourGooglePPCcampaignstooptimizeFacebookcampaigns.Currentlythough,withtherecentprivacyanddatabreachesFacebookhashad,theyhaveaLOTofpriorityitemsontheirtable.Oncetheygettheiradresultdataacttogetheranditcanbetrusted–NPIwillbethefirsttotellyou,andthefirstindentistrytouseartificialintelligencetooptimizeourclientaddollars.Untilthen,10%isallyougettoplayaround.



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GooglePPC(AdWords)&SearchEngineMarketinginGeneral(analogyalert)Allofusatsomepointinourchildhoodleftthelightson.Maybetheoutsidefloodlightsoverthebasketballhooporthelightsinsidethegarage,butforsureatsomepoint–weforgottoturnthelightsoff.Ofcourse,ourparentsturnedleavingthelightsonintothesolereasontheydidn’thaveenoughmoneyandcouldneverretire(sarcasmalert).So,wegotyelledatforleavingthelightson.YoumaybewonderingwhatlightshavetodowithGooglePPCadsandsearchenginemarketingingeneral.WePROMISE,youwillunderstandmoreifweexplainthingsthisway.Herewego.

Imagineyouareaparent.Nowimaginethatinyourhomeisaverylongwall.Whenwesaylong,wemeanaverylongwall,aslongasafootballfield.Onehundredyardsofwall.

Onthatwallarelightswitches.Thelightswitchesare1inchapart.Thelightswitchesarerightnexttoeachotherandspantheentirelengthofthewall.Onthelightswitchesthemselvesisanindicator.Whentheswitchisintheupor“on”position,theswitchilluminatestoindicatetheswitchisonandthereispowerrunningsomething.Whentheswitchisoff,theilluminationdisappears.Theswitchgoesoff,ordark.

Thereareyouare.Youaretheparent.Youhavealongwall.Onthatwallarelightswitches.Youpayforwhatthoseswitchesturnon.(dramaalert)Alltheswitchesareon!Ohmy!Whatdoyoudo?Canyouimagineawallwiththousandsoflightswitches,allturnedonsimultaneously?Canyouimaginepayingforallofthepotentialwaste?Canyou?Don’tyoujustwanttorundownthewallturningthoselightswitchesoff?Doyouhaveanimageinyourmindofyourelectricmeterspinningsofastitbeginstosmokeandglowafaintorangecolor?Fromadentalpracticemarketingstandpoint,Iamdescribinghowmostdentists,orthepeopletheypay,are“managing”(ornot),theirGoogleAdWordcampaigns.Mostofyoudon’tevenknowit.Youcannotseethewall.Youcannotseethelightswitches.Youdon’tknowtheswitchesareallturnedonandyoudon’tknowyourmoneyisbeingwasted.Let’sconverttheanalogyintorealitywithdefinitions:Thewall=yourGoogleAdWordcampaignasawhole.Eachlightswitch=asinglekeyword/phraseyouarespendingMONEYon,tohopefullycapturesomeonenearyouwhoisusingGoogletosearchfordentalservices.


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Theilluminationofthelightswitch=atleastoneconsumerhasusedthekeyword/phraseandYOURMONEYisflowingthroughthatindividualswitch.Theilluminationshoulddrawyourattentiontowhatthatswitchispowering,soyoucandetermineifyouwanttoleaveitonornot.

Yoursmoking,faint-orange-glowingelectricmeter=Volumesofyourmoney,whichisbeingconsumedtofundyourGoogleAdWordaccount.

Nowwegetslightlytechnical,yetstillunderstandable,toprovidefurtherexplanationonwhythisREALLYmatters.

WhenyoustartaGoogleAdWordcampaign,youshouldhaveaprettygood-sizedlistofkeywordsandphrasesconsumersusetosearchforthedentalservicesyouareattemptingtopromote.Someofyouwouldbeamazedatthesizeofthoselists.

Anamateur(andlazyprofessionals)wouldjustbidonthemostobviouspopularkeywords/phrases,like[dentistmytown].Limitingyourlisttoonlythemostpopularisasurefirewaytooverbid,driveupthecost,andovertime,drivedowntheendresult.ThisiswhatmostdentistsdowhomanagetheirownAdWordcampaigns.Thisisamistake.

Let’sgobacktoourwallanalogy.Thinkofthismistakeasjustafewlightswitchesthathavesomuchofyourmoneyflowingthroughthem,theyaremeltingbecauseofthecompetitivecostsoftheads.Thisisnotagoodlong-termstrategy.Thesedentistssay:“ItriedAdWords.Theydidn’tworkforme.”Or,“Theyworkedforalittlewhile,thennothing.”Thesecommentsmakeperfectlogicalsense.GoogleAdWordsisabiddingplatform.Youarebiddingonbeingexposedtopeoplewhohaveaknownorperceivedneedfordentalservices.Ofcourse,if10dentistsallbidonthesamelistof16mostobviouskeywordsandphrases,thebidcostswouldgoup.Asthebidcostsgoup,fewerclicks,fewerpatients,fewerresults.Itallmakesperfect,logicalsense.Butlet’ssayaprofessionalismanagingtheAdWordcampaignandhas2,000keywords/phrasestostart.Eachofthe2,000words/phrasesisrepresentedbythe2,000lightswitchesonyourverylongwall.AsconsumerssearchonGoogleandclickonyourad,Googlecollectsyourmoneyandtheswitchilluminates.Remember,yourMONEYSPENTonanactivewordorphraseilluminatesthelightswitch.Overthefirst30to60days,let’ssay1,500ofthe2,000lightswitcheswereturnedonbylocalconsumersusingdifferentwords,phrases,andvariationsofwordsandphrases.Theremaining500lightswitcheswereneverturnedonbyanyconsumersearches.Theswitchesthatareoffaredudsfornow,butwewillcomebacktothemlater.Wecanignorethemfornow.Theyaren’tcostingyouanything.Nowyouhaveawallof1,500illuminatedlightswitches–allofthemarestillconsumingYOURmoney.Rightnow!Aswespeak!

Inouranalogy,ifyouleftalightswitchonathome,yourparentswouldlooktoseeiftheswitchwaspoweringsomethingnecessaryorunnecessarybeforeyellingatyouforleavingtheswitchon.Theywouldyelliftheswitchwaspoweringalightoutsidethatnobodywasusing.Thismakessense.YourparentswouldNOTyell,asanexample,iftheswitchwaspoweringthereceptaclebehindtherefrigerator(somethingverybeneficial).Inthiscase,theexactoppositemighthappen.TheymayTAPE


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theswitchintheonpositionandtellyoutonevertouchit!WhichswitchesonyourGooglecampaignwallarepoweringsomethingbeneficialtoyou?Whichswitchturnedintoanewpatientphonecall?Whichswitchturnedintoagoodnewpatientphonecall?Whichswitchturnedintoanactualnewpatient?Whichswitchisbringingthepatientswhoreturnthehighestrevenues?Betteryet,askyourselfthefollowingquestions,becausethefollowingquestionswillwastethemostofyourmoneyinthelongrun.WhichswitchesendupNOTgeneratinganyphonecalls?AmIjustpayingforuselessmouseclicks?Whichswitchesaregettingphonecalls,butgettingthewrongtypeofpatients?Inshort,whichswitchesareWASTINGyouaTONofmoney?

Goodquestionshuh?AreyouscramblingtologontoyourGoogleAdwordsaccountrightnow?That’sgood!Ifallweaccomplishedwiththissectionoftheupdateistogetyoutopaymoreattentiontoyourself-managedAdWordcampaign,well,wehelpedsavedentistrymillionsinneedlesswaste.Ifyoudon’thaveanAdWordaccount,let’sagreeifyoueverdo,itmakessensetopayattentiontotheilluminatedlightswitches.Itmakessensetoseeiftheyaregeneratinganythingbeneficial.Itmakessensetodetermineifweshouldleavethemilluminatedorturnthemoff,bylookingatwhattheyarebringingus.Let’sgonextlevel(ifyoudare)…

Hereishowyouproperlymanageabeneficiallong-termGoogleAdWordcampaignforadentalpractice.Thisisthepurposelyshortversion.Youbeginwith2000lightswitches.Youfundyourcampaignandgiveittime(60to90daysisgood)tomaturetothepointyoucanseetheilluminatedswitchesandtheswitchesthatarestilldark(notyetturnedon).YouLOOKtoseewhateachilluminatedlightswitchispowering.Youanalyze.


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Youdeterminewhetherthelightswitchishavingapositiveornegativeimpact,whetheritisgeneratingnewpatientappointments,orit’snot.YouturnOFFtheswitchesthatarenotgeneratingnewpatientappointments.TheseswitchesarelockedintheOFFposition.Youreallocatemorebudgettotheswitchesyouknowaregeneratingnewpatients,aswellastheswitchesthathaveyettobeilluminatedforthefirsttime.Rememberthedarkswitches?Leavethemthere.Theyaren’tcostingyouanymoney.Let’sseeiftheyeventuallyilluminate.Intime,theyusuallydo.Therecouldbeacouplesleeperwordsandphrasesintherethatwilleventuallyproducegoodnewpatients.Thecoolthingaboutthedarkswitchesis:Theyarecheap!ThereisaVERYgoodchancenootherdentistisbiddingonthembutyou!Theseareusuallyreallyobscurephrasesyouwouldn’teventhinkof,like“mouthhurtsphoenixaz.”Yourlocalbuddiesarebusybiddingonadozenkeywordsandphrasesthat20otherdentistsinthesamemarketarebiddingon,whichdoesnothingbutdividemarketshareanddriveupcostsforallinvolved.Meanwhile,you(thesmartone)arefocusedonthepopularANDthenotsopopular–knowingalotofvalue(costvs.return)isinthosenot-so-popularphraseseveryoneelseignores.YOUaredifferent.YOUareprepared.Youlookdownyourwallofswitcheseveryday,sometimestwiceperday.Why?Becauseevenifyoulooked5hoursago,thereareilluminatedswitchesthatarewastingyourmoneyrightnow!Consumersaresearchingusingthekeywords/phrasesassignedtotheswitch,butthosepeoplearenotbecomingpatients.Tenofthosemayhavehappenedinthelasthour.Leavingthemoniswastedmoneythatcouldbeallocatedtoagoodswitch.Howlongwouldyouliketowait?Afteryou’vewasted$100?$500?$2,500?Thepointis,thelongeryouwaittodisconnectabadsourceofclicks,themoremoneyyouwaste.

Whichbringsusto:

You’veheardofArtificialIntelligence(AI).Itismath+comparativeanalysis+comparativeanalysis+comparativeanalysis.Cansoftwareandcomputersdetermineaproductiveswitchfromanunproductiveswitchfasterthanahumancan?Ofcourse!


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Yourcampaignmanagerstillhastobethere.Butinsteadofspendingtheirtimeanalyzing,theyarespendingtheirtimetakingcorrectiveaction.Thecorrectiveactionisdictatedbytheresultsoftheanalysis.So,youstillneedboth.Buttheartificialintelligencemakesthehumancampaignmanagerexponentiallymoreproductiveandbeneficialtoyourpractice.Here’sanotheradvantageofAI.Itcananalyzeat7am,midnight,onaSunday,onChristmasDay–atanymomentintime.Apieceofsoftwareworks24/7/365.Acampaignmanagerworksabout8hoursaday.WithoutAI,yourcampaignmanagerislimited.Becauseofthelimitation,wasteisneedlesslyhigher.WhatelsecananAIplatformdo?Hereisafairlycommonexample.ArtificialIntelligencecantellthehumancampaignmanagerthatDr.Smith’sInvisaligncampaigninChicagoisperforming15%belowDr.Jordan’sInvisaligncampaigninAtlanta,GA,eventhoughthemarket,adbudget,andkeyword/phraselistis80%similar.TheAIplatformwillsuggestwechangeDr.Smith’sInvisaligncampaignlandingpagesandmakeitthesameasDr.Jordan’s,andrunthatnewlandingpageforaminimumof60days.AnAIplatformcantellyouhowmanyrespondersareutilizingLocalMedConnect™tomaketheirfirstappointmentfromyourlandingpage,insteadofcallingtheoffice.Betterresulttransparency.Betteroutcome.Lesswaste.Greaterreturn.

Ifthisallsoundsdaunting,it’snot.Allofthishappensinthebackground.

Whatyouasthedentistseesisfulltransparencyofexactlyhowyourcampaignisgoing–allinrealtime!Wheneveryouwant.It’sonline.Itisabookmarkinyourbrowser.

• Thecallsgenerated• Theratingofthosecalls• Arecordingofthecallsthemselves• Thesourceofthecalls• Whethertheyturnedintoapatient• Therunningprimaryproductionvaluefromeachpatient


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• Howmanypatientsscheduledthroughtheonlineschedulingplatform• Andalotmore

Whyisthisleveloftransparencysoimportant?Becausetraditionally,dentistsgetdatapointslike“costperclick”and“costpercall.”Which,ifyouthinkaboutit,doesn’treallytellusmuch.

Whatifthecostperclickwasastronomicallyhigh,like$230?Mostmanagerswouldturnthatsourceoff.Butwhatifthoseclicksaregeneratingpatientswhoarespending$20,000eachinthepractice?Ifcostpercallisanalyzedandjudgedonitsownwithoutknowingthetrueoutcome,couldthatbedamaging?Yes.Whatifthecostpercallwasextremelylow,like$8?Butwefoundoutyoureceived30suchcallsandallofthemwerepeoplelookingforthedentistdownthestreet(yes,peoplearelazyandclicksponsoredadstogetphonenumbers).MostpeoplemanagingAdWordcampaignswouldleavethatswitchon.Doingsowillcostthedentistcountlessdollars.

IfyoumanageyourownGoogleAdWordaccount,youknowhowvitallyimportanttheendresultdatawouldbetoyou.Ifyoumanageyourowncampaignanddon’tknowthis,boyareyouwastingaddollars!Ifsomeoneismanagingyourcampaignandnotwantingthisinformation,askyourselfwhy.IfyoupaysomeonetomanageyourGoogleAdWordaccount,andyoudonotknowthevalueoftheirworkonacontinualbasis,thereismorethana50/50chancetheyarejustskatingalong,collectingtheirpercentage,andleavingYOURlightson!Iftheyareleavingyourlightson,youareunknowinglyburningdollars.Ifyoucannotseeit,youwillnotknow.Andnormally,youwillcontinuetohavethemmanageyourcampaign.

TransparencyishowyouKNOWhowEVERYTHINGisgoing.Youshouldbeabletoseeeverythingtangiblethat’sgoingon.

AdWordcampaignscanbevolatileintheirresults,especiallytowardthebeginning.Transparencyhelpsyoucleanupanyitemsonyourendthatneedattention.Youmaynotlikeussayingthis,butmorethanahandfulofpracticesarenevergoingtobesuccessfulwithanyoftheirmarketingever–simplybecausethereareproblemsonthepractice’send.

Youmaybemissingphonecalls.Yourteammaynotbecallingthemissedcallsback,toseeiftheycansalvagethecallerasanewpatient.Yourteammayneedcallmanagement/traininghelp.C’mon,let’sfaceit.Youmayhavethewrongemployee!

Thequestionis:Whendoyouwanttoknow?Doyouwanttoknowwhenyouare$3,000intoanAdWordcampaign?Anyonewanttowaituntilyouare$30,000intoacampaign?Nobodywantstowait.Youwanttofixtheseissues(ifthereareany)upfront,asquicklyasyoucan.

Transparencyhelpstheownerofthepracticemeasuretheresultsbeinggeneratedbytheircampaign.Transparencyisalwaysagoodthing.

Intheend,effectiveGoogleAdwordcampaignsarereallyabouttwomainthings.

1. Howquicklybudgetcanbereroutedfromnon-productivesourcesofclicks,tosourcesthataregeneratingreal,livenewpatients,whoendupspendingmoneyinyourpractice.


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2. Theabilityfortheownertoa. Seeiftheyareunknowinglywastingmoneyoncethenewpatientcallstheofficeb. SeethevalueandROIoftheirAdWorddollarsinrealtime

ThisistherecipetowinatGoogleAdWords.Youwillwininmarketswherethereare2,5,10ormoreotherdentistsallbiddingonthesamekeywordsandphrases.Youcanwininmarketswheresomeofthoseotherdentistshavehigherbudgetsthanyou.Theywillbewastingthemajorityoftheirbudget.Youwillnotbewastingthemajorityofyourbudget!

Remember:PPC(whetherFacebookorGoogle)isstillaverypassivemarketingmediatype.Youarewaitingforpeopletohavearealorperceivedneedfordentalservices.Youarenotintroducingnewinformation.And,manyofthemcanbeshoppers.IfyougointoGooglewithyourexpectationeyeswideopen,itcanprovetobeabeneficialadvertisingmedium.Justberealisticaboutit.


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Social Media As a service extension to your existing patients & a viral new patient generator…Dentistsandtheirofficemanagershaveanonagain/offagain,love/haterelationshipwiththesocialmediapropertiesassignedtotheirpractices.Beforewedigtoodeepintothissubject,let’sdefinewhatsocialmediais.Socialmediaisanywhereyourpracticehasalisting,andisNOTyourwebsite.

ClassicexampleswouldbeyourGoogleBusinesspage,Facebook,LinkedIn,Instagram,Pinterest,thelistgoesonandon.

Theonagain/offagainrelationshipyouhavewithsocialmediareallyhastodowiththeinexpensivenatureofbeingpartoftheseplatformsandyouspendingyourenergythere–combinedwithalmostnowaytomeasurereturnonyourinvestmentforthetimeyouspendonthem.

Youaresupposedtoask:“What’sinitforMe?”Everyonewhoadvertisesanythingasksthesamequestion.

Afterspeakingtohundredsofdentistsandtheirofficemanagersaboutthetimetheyspendontheirsocialmediaplatforms,wehaveassembledashortlistofchallengesweheardmost.

1. HowdoIbuildanaudience?2. WhatshouldIposttokeeptheminterested?3. HowcanIgetitalltopayoff?

Buildinganaudience:YoucanuploadyourexistingpatientemailaddressesintoFB.Thatlistbecomesamarketinglistyoucanpromote(boostposts)to.Youcanencourage/fosterconversationsamongpatientsonvarioustopics.Mostofthetopicswon’thaveanythingatalltodowithdentistry.Prettysoonyourownpatientswillbesharingtheirannouncementsonyourdentalpage,whichwilldragtheirfriendsontoyourpage.“Butwhatshouldbepostedtokeeptheminterested,andhopefullybringotherpeopletomypage?”Aha!Wehaveacoupleofsuggestionsandaresourceyoucanuse.

30/70Rule:About30%ofyoursocialmediacontentshouldbeaboutdentistryoryourdentalpractice.Yougetthedental-relatedcontentfromwww.dentalwebcontent.com.Theother70%shouldbehumanintereststories.Mostofthoseshouldbehumanintereststoriesthatwouldbeinterestingtofemales.ThecontentinDWCcanhelpyoumakehumanintereststories.Forinstance,therearetopicalsigndesignsinDWCforpatientstoholdup,asyoutakeaphotowithyourpatients(withsignedconsentofcourse)andpostthosetoyoursocialmedia.Butforthemostpart,about70%ofyoursocialmediacontentshouldbeaboutyou,yourteam,yourcommunity,yourhobbies,maybeannouncementsfromyourpatients.



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Youhavetokeepyoureyesandearsopenduringyourinteractionwithyourpatients.Withinyourpatientbase,doyouhavebusinessowners?Communityleaders?Politicians?Musicians?Actorsoractresses?Don’tallofthesepeoplehavetheneedtospreadthewordaboutwhattheyaredoingintheirlives?

Yes.Theydo.Opportunitiesareeverywhere.Anewbusinesslocation,church/communityevents,electionrallyannouncements,dates/venueswheremusiciansareplayingoractorsareacting.Doesn’teveryonehavesomethingtoannounce?Youdo.Everyonedoes.Ifweweretoaskyourightnow,whatcurrenteventannouncementwouldyouliketomaketotheworldaboutwhat’sgoingoninyourlife?

Youwouldhaveone.Everyonedoes.

TheywouldLOVEtosharetheirnewswithyourpractice,soyourpracticecanshareitwithallofthelocalpatientswhoareconnectedwithyoursocialmediapage.

Thisishowyougrowyouraudience.Youshare.Youoffertoshareexcitingnewsfromyourpatients,toeveryoneinyourcommunity.Prettysoon,thewholecommunityisconnectedtoyoursocialmediapage.IfyouuseLocalMedonlinescheduling,theycanscheduletheirnextappointmentrightfromFacebook.

Atiptoincreaseconsistencyandqualitywouldbetorotateassignmentofsocialmediacontentmonthlyamongtheteammembers.Whyshouldonepersonintheofficeberesponsibleeachmonth?Doesn’teveryonehaveconversationswithpatients?Wouldn’teveryonehaveanopportunitytotellashortstoryaboutwhatpatientsaredoingwithinyourlocalcommunity?Yes,everyonewould.Eventhedentists!So,whynotrotatethesocialmediacontentleaderrole?Someteamswritethecontent,thenreadittothegroupatthemorninghuddlebeforeposting.Thisisgoodforqualityassurance.Itisgoodforconsistency.Itisalsogoodformakingsurethewholeteamisawareofwhatyourpatientsaresayinganddoingwithinthelocalcommunity.

Thisishowyoubuildacommunitywithvalueonyoursocialmediapage(s).Youhavetobuildthevaluefirst,thenthebenefitscome.

Wehavepracticesfillingshort-termcancellationsfromtheirFacebookpageinlessthan20minutes.Thosesamepracticesaregettingnewpatientsthroughtheirsocialmedia.WeareseeingFacebookasthesourceofmoreandmorenewpatientappointmentsthroughtheirLocalMedonlineschedulingportal.Yes,yourFacebookpagecanhaveaScheduleAppointmentoption.SocanyourGooglebusinesspage.ThisishowyouextendthevalueofyourLocalMedportal.


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Social Media As an organic search improvement tool Youprobablyweren’taware,butdidyouknowyoursocialmediacontentcanandwillshowuponthefirstpageofalocalGooglesearch?OurSEOdepartmentconnectsthewebsite,blog,andallofthesocialmediapropertiestogetheraspartoftheinitialsetup.Whenthepracticeispromotingsomethingspecific(implants,Invisalign,sedation,etc.),contentispostedthroughoutallproperties.Googleseesit,indexesit,andinMANYmarkets–servesituponthefirstpageofaGooglesearchforthatparticularsearchterm.

Ithastobewrittenproperly.Writingitproperlyisnotdifficult.SayIhaveapracticeinMillburn,NJandwanttopromoteInvisalignthismonth.“BobSmith–MillburnNJdentist,announcespromotionforInvisalign”Howeveryouwritethedescriptionofwhatyouareposting,makesureithasthedentist’sfullname,thefactyouareadentist,town,state,andsubject.ThesearethepiecesthatwillmatchcloselytoalocalGoogleconsumersearch.Putthatupwithapicture,maybemoreofthestory.MaybeashortvideoonYouTube.Describethevideoexactlythesameway.Instagram,Facebook,yourblog,whereveryouwant!YoucancrossposttheYouTubevideotoallofyourothersocialmediaproperties.Laterthatmonth,doanincognitosearchfor“Invisaligndentist[yourtown].”Whileyouarethere,doasearchfor“BobSmithdentist,”likemostreferredpatientswoulddobeforecallingyouroffice.Seewhatcomesup.

Nowimagineyoudothisrelativelyconsistently,likeoncepermonth.

NowimagineapotentialnewInvisalignpatientdoingasearchforadentistinyourtown.Ifitisalldonecorrectly,theywillseeyourGoogleBusinesslisting,yourwebsitelinkintheorganicarea,andnowtheywillseeoneormoreofyoursocialmediapostsintheorganiclistingsaswell.

WhathappenedtoalltheotherdentistswhousedtobelistedonthefirstpageofaGooglesearchforInvisalign?That’stheidea!TakeupmoreroomonthefirstpageofaGooglesearch.


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Update Summary Asitpertainstodentalmarketingtechniques,ALOThasevolvedoverthelast5or6years.We(NewPatients,Inc.)haveevolvedoverthepast5or6years.Wewritethesebooksandupdatestohelpdentistryevolveatagreatercompetitivepace.

IfyouhavereadandunderstandUnlimitedNewPatients,Volume3alongwiththisupdate,youareWAYaheadofthegame.Thisupdateisalivingdocument.Wearegoingtomakeadditionalupdatestothisdocumentasworthyneweffectivedentalmarketingnewswarrants.

Staytuned!

HowieHorrocks–[email protected]

MarkDilatush–[email protected]

Documents

How to Attract High Quality New Patients into your Dental ... · Dental consumers are becoming aware and familiar with some of the benefits of dental implants. Whitening has become