ACT Dental: The 2 Day Dental Marketing MBA

XANA WINANS, PRESIDENT

more than marketinggpm

DAY 1• Goal Setting

• Positioning Strategies

• The New Patient Experience

• Practice Branding

• Retention Strategies

• Reactivation Marketing

• Referral Marketing

DAY 2• The Power of Authenticity

• Traditional Marketing Avenues

• Direct Response Marketing

• Video Magic

• Websites, SEO, PPC & Social

• Your Online Reputation

• Measure What You Market

• Build Your Plan

WHAT DO YOU WANT

TO LEARN?

GOAL SETTING:START WITH THE END IN MIND

WHAT WERE YOUR 3 BIGGEST WINS IN 2015?

WHAT 3 THINGS WERE YOU THANKFUL FOR AT YOUR PRACTICE IN 2015?

WHAT ARE THE 3 BIGGEST CHALLENGES YOU GREW THROUGH IN 2015?

WHAT ARE YOUR 3 BIGGEST “UNFINISHED

BUSINESS” ITEMS?

WHAT ARE YOUR 3 BIGGEST

ASPIRATIONS FOR YOUR

PRACTICE IN 2016?

HOW DO YOU WANT “X” TO BE DIFFERENT

IN YOUR PRACTICE IN

2016? NAME 3.

SMART GOALS

• Specific

• Measurable

• Actionable

• Realistic

• Time Based

SAMPLE GOALS

• Start 2 Invisalign cases per month in 2016

• Convert 80% of all NPO’s into confirmed appointments and measure progress monthly

• Incorporate tracking methods in all marketing. Add to existing marketing by 4/30/16.

A DENTIST IS A DENTIST IS A DENTIST DEFINING YOUR USP

There are 210,036 Dentists in the US. Why should I pick you?

SURVEY SAYS…

GET ME IN

WITHIN 48

HOURS

WARM AND FRIENDLY

STAFF

HIGHEST STANDARDS OF STERILIZATION AND CLEANLINESS

UP TO DATE

OFFICE

POST OP CALLS AND

INSTRUCTIONS

PERSONAL HYGIENE OF

DOCTOR AND STAFF

QUALITY OF YOUR SMILE

4-5 MILES FROM WORK

OR HOME

7A - 10AAND

3P - 6P

Well Explained Treatment Plans and Several Financial Options

IF YOUR COMPETITION DOESN’T DO

ALL THAT, AND YOU DO, THERE’S YOUR

USP.

BUT IF THEY DO…WHAT

ELSE SETS YOU APART?

POSITIONING YOUR PRACTICE IN A SEA OF SAMENESS

THIS DOES NOT MAKE YOU UNIQUE

Great customer service (commodity)

Gentle touch (If you don’t I’m not coming back)

We listen (I would hope so)

Advanced training (too vague)

We provide high quality care (undefinable)

Sure, whatever…

YOUR USP IS A PROMISEService

Technology

Training/Education

Accreditation

Atmosphere

Hours

Price/Value

LET’S DEFINE YOUR USP

WHAT SEPARATES US?

WHAT DO WE DO BEST?

WHAT IS OUR NICHE?

WHAT DO PATIENTS SEE AS OUR UNIQUENESS?

WHAT ARE OUR STRENGTHS?

WHAT ARE OUR WEAKNESSES?

WHAT ARE OUR

PATIENT’S BIGGEST

PROBLEMS?

HOW DO WE MATCH UP?

10 Minute Break

THE NEW PATIENT EXPERIENCE:WHERE EVERY LITTLE THING COUNTS

BASIC EXPECTATIONS

Sweaty palms…knot in my stomach…just breathe…

It’s going to hurt. And dentists clearly like inflicting pain.

I can’t wait to see what this is going to cost me…

He’s running late. I’m wasting precious time off for this???

The smell. The taste. That bright light in my eyes…ugh.

LET’S REWRITE

THE STORY

Assemble a “critique board” to evaluate:

• Your location and signage

• How you answer the phone and your on hold message (or lack thereof)

• Your hours

• Parking/Accessibility

• The entrance to your office

• How patients are greeted and the forms they complete

• How you collect money

WOMEN JUDGE EVERYTHING

• Your technology

• How your office smells

• Background music and volume

• Visual noise/clutter

• How well you explain treatment

• Cleanliness and upkeep

• Scrubs and uniforms

• If you are gentle

Picky, Picky, Picky!

THE IMPATIENT PATIENT• Patients call when it’s

convenient for THEM. Lunch. Weekends. Before and after work.

• You are an errand to be crossed of their list.

• 80%+ of all callers do not leave a message when they reach voicemail.

100,000 screened calls:

• 57.2% of NPO’s scheduled

• 40% of NPO’s “not ready to schedule right now”

• 8-10% of all appointments will cancel

• Phones only answered 68% of the time

• 30 new patient calls/month

• 32% unanswered calls = 9.6 new patient calls missed/month

• 70% appointment rate = 7 new patients that went to another office

• NP value $1,500 x 7 missed patients x 12 months = $126,000 in another doctor’s pocket

CALL TRACKING STUDY

SOLUTIONS?• Reroute calls to the back office after 2-3 rings

• Staff phones 7a-7p Mon - Fri

• Forward calls to an after-hours cell phone

• Put scheduling in the cloud so accessible from anywhere

• Send overflow calls to a call center (If you do, they MUST have direct access to your schedule.)

THE CALL

• Front desk = sales professional

• The problem with scripts

• Always answer a question with a question

• Who’s leading the call?

EXPECTED MINIMUMS• Call answered within 2-3 rings

• Answers the phone with a smile/enthusiasm in their voice

• Clearly states their name and doctor/practice name and asks how they can help the caller

• Asks for the caller’s name

• Asks the caller how they heard about the practice

• Speaks clearly and is easy to understand throughout the conversation

• Caller is not placed on hold OR:

• Asks for permission to place caller on hold and hold lasts 30 seconds or less

• If extremely busy, asks caller for name, time and phone number to return the call at a specified time

RELATIONSHIP BUILDING• Is friendly, attentive and engaged in the call

• Uses the caller’s name at least twice in the call

• Builds rapport by finding a common connection

• Creates value and credibility for the doctor and the practice

• Sympathizes with caller’s situation if caller is in pain

• Explains procedures using layman’s terms

THE CLOSE• Clearly explains any advertised offers the patient may ask about

• Does not quote prices

• Overcomes patient objections to price, insurance or other pain points

• Asks for the appointment

• Presents multiple scheduling options

• I have availability Tuesday and Thursday this week. Which is better for you?

• Do you prefer mornings or afternoons?

• Would you like the 3:00 or 4:30 appointment?

• Directs caller to website to complete new patient forms or explains alternative options

• Asks caller if they need directions to the office/explains landmarks/explains parking

How Did You Score?

QUESTIONS AND CLOSESTHE ASSUMPTIVE CLOSE

• Q: Are you open on Fridays?

• A: We are open Monday through Thursday and have both early morning and evening appointments to accommodate busy schedules. I’d love to find something convenient for you. What time of day works best?

• Q: Do you participate with my insurance?

• A: We actually have quite a few patients in our practice with your insurance! While we have no contracts with any insurance companies, we work with all insurance companies that allow you the freedom to select your own dentist. We’ll work closely with you to help you get the maximum benefit your plan offers with our practice. Let’s get you scheduled for your first appointment and I’ll be happy to help you with your insurance when we meet. Do you prefer morning or evening appointments?

THE BONUS CLOSE

• Q: How much do you charge for a dental implant?

• A: Can you tell me why you think you need a dental implant?

• Q: Well, I had a tooth removed and the oral surgeon said an implant might be a good solution.

• A: Dr. Jones has years of experience and specialized training in the placement and restoration of dental implants, and his cases look so natural! You’re going to love his work! Every case is different, so we should get you scheduled for a no-charge consultation so Dr. Jones can make sure we have the perfect solution for you. Let’s get you on the calendar so we can figure out exactly what that is. What day of the week works best for you?

THE DEMONSTRATION CLOSE

• Q: I don’t like my crooked teeth. How much do you charge for Invisalign?

• A: Mary, you are going to love how Invisalign can change your smile without those metal wires that can make you feel like you’re still a teenager in high school. Are you in front of your computer? Let me show you some of the Invisalign cases Dr. Jones has done for our patients; it’s absolutely amazing to see the before and after images. I also want you to check out some of the testimonials from our patients who have completed this same treatment. Now, I want to make sure Invisalign is the right solution for you, so let’s get you in for that consult we talked about. Are you free this Monday?

THE SCARCITY CLOSE

• Q: Does your office do dentures?

• A: Do you already have dentures, or do you think you might be needing them?

• Q: I already have an upper denture, but it’s really uncomfortable and I’m having trouble eating. I think I need a new one.

• A: I see. Yes, a painful denture is really not a great way to live, is it? Dr. Jones has actually helped quite a number of our patients with this same problem, and they love our results. Dr. Jones uses dental implants to hold the denture in place, which makes it incredibly stable. Patients tell me it’s as comfortable as their own natural teeth. They can talk, eat and laugh just like they did when they were younger. And the aesthetics are unbelievable; and unlike those cheap ones you get at the chain clinics you would never know it’s a denture, Not everyone is a candidate for this solution, so we should do an exam with Dr. Jones to see how best we can help you. How does this Tuesday look for you?

THE IQ CLOSE

• Q: I have a flipper that I just hate. How much do you charge for a dental implant?

• A: Mark, it sounds like you already did some homework online before you called us, so you’re probably already familiar with why a dental implant is the best solution. Dr. Jones has a very critical eye for aesthetics and you’ll find that his 15 years of experience in dental implants is really going to make a world of difference in the end result of your smile. As a professional, you already know how much an attractive smile means when speaking with a client. Let’s get you in for that consultation we discussed so you and Dr. Jones can talk about how to solve this problem for you. I have an opening on Wednesday at 4pm. How does that work for you?”

KEY PHRASES TO USE

• Let’s do this… (ie - don’t ask, tell)

• You’re going to LOVE Dr. Winans!

• Here’s what you can expect

• While I have you on the phone, is there anyone else I can schedule for you?

FIRST APPOINTMENT

• 48 hours before - reminder call, parking, forms

• 24 hours before - intro call from the Doctor

• Time of appointment - expect the patient, greet by name

CREATE LOYALTY• First impressions are lasting

impressions

• Be unexpected

• Give your team the freedom to fix any problem

• Ask for referrals - and then recognize your patient when you get one!

WOW FACTORS • Comfort menu

• Special event whitening (milestone birthdays, graduation gifts, anniversaries)

• Send birthday flowers to the office

• Lip balm for long procedures

• Free electric toothbrush for large restorative cases

• Have apology gifts ready

HOW CAN YOU ENHANCE YOUR NEW PATIENT EXPERIENCE?

10 Minute Break

Branding

BRANDING IS THE

EMOTIONAL RESPONSE

THAT A COMPANY

EVOKES IN A CUSTOMER

It’s everything you do, say, see and feel

Sugar FixSmile Savers

Dr. Larry WinansLawrence J. Winans DMD FACD, MAGD, PA

Nike

McDonalds

Zales

Verizon

WalMart

GIVE THE CONSUMER A LITTLE CREDIT

GET SOME PERSPECTIVE

THINGS TO CONSIDER• How will it look:

• Embroidered on scrubs?

• At a distance on a sign or billboard?

• Printed on your statements and forms?

• Will it get used vertically or horizontally the most?

• Will gradients, metallic inks and B/W options look okay?

• Can you use the icon independently from the practice name?

BRAND CONSISTENCY• Signage

• NP Packet/Brochure

• Electronic Communications

• Email Signatures

• Social Media

• Internet

• Online Reputation

Website

Signage

Social Media

What makes your practice likable?

Why do patients trust your practice?

Are there any signals that might cause a patient to distrust you?

Why do patients buy from you?

RETENTION STRATEGIESGet ‘Em. Keep ‘Em.

IT COSTS MORE TO REPLACE THEM THAN IT DOES TO KEEP THEM

• It costs 90% less to get an existing patient to return than it costs to replace them.

• 8% of the US population moves every year

• Average practice loses 50% of its patients every 5 years

• 1% die

• 3% move away

• 5% leave and do business with another practice because of a recommendation from a friend or relative

• 9% leave and do business with another practice because they think the other practice has better products, services or prices.

• 14% leave because they are dissatisfied with the product or service

• 68% leave due to an attitude of indifference - you must not care about me/just a number

• Unclear or dismissive communication

• Insisting on being right

WHY DO PATIENTS LEAVE?

WHAT ENHANCES

PATIENT RETENTION?

ACCESS TO CAREHours

Location

Affordability

Direct access to the Doctor

CARE DELIVERYGentle, attentive approach

Team who interacts directly with patient

Clearly explain procedures

Follow up calls

Nightly calls for every patient who received a shot

PERSONALIZED EXPERIENCES

Remember birthdays and anniversaries

Ask personal questions from our last conversation

CONSTANT AND NEVER ENDING IMPROVEMENT

• Timeliness

• Pain

• How the team treats patients

• How the dentist treats patients

• Cleanliness of the office

• Cost of treatment / What insurance will cover (regardless of your participation in their plan)

• What treatment patients suspect they need

• Promotional specials: Invisalign, whitening loyalty programs

• E-Newsletters

• Social media

• End of the year benefits reminders

Retention Through TOMA

What a Waste.Don’t let your dental benefits slip away!

One Mailing. 72 Calls.

What is the average life span of a patient in your practice?

How can you extend that life span?

What methods do you employ to stay in contact with patients in-between visits?

What additional methods can you use to increase retention?

REACTIVATIONThey loved you once…

We’ve missedyour smile.

ONE MAILING. 38 CALLS.

13 calls a full month later…people hang onto this!

We Don’t Always Have Patients

as Good-Looking as

You.

What would your mother say

if she knew you aren’t keeping up with your dental hygiene visits?

REACTIVATION PROTOCOL• 1st - Cell

• 2nd - Office

• 3rd - Home

• Once every 6-8 weeks

• Alternate calls with mailings and email

• Keep at it for 1-2 years

How frequently do you contact patients who are overdue for care?

What methods do you use?

What new strategies do you want to try to reactivate your patients?

REFERRAL MARKETING

WHAT’S LEGAL?4.E.1. SPLIT FEES IN ADVERTISING AND MARKETING SERVICES.

The prohibition against a dentist’s accepting or tendering rebates or split fees applies to business dealings between dentists and any third party, not just other dentists. Thus, a dentist who pays for advertising or marketing services by sharing a specified portion of the professional fees collected from prospective or actual patients with the vendor providing the advertising or marketing services is engaged in fee splitting. The prohibition against fee splitting is also applicable to the marketing of dental treatments or procedures via “social coupons” if the business arrangement between the dentist and the concern providing the marketing services for that treatment or those procedures allows the issuing company to collect the fee from the prospective patient, retain a defined percentage or portion of the revenue collected as payment for the coupon marketing service provided to the dentist and remit to the dentist the remainder of the amount collected.

i.e. - Groupon or Living Social

STATE BY STATE

Dentists should also be aware that the laws or regulations in their jurisdictions may contain provisions that impact the division of revenue collected from prospective patients between a dentist and a third party to pay for advertising or marketing services. (ADA)

Why Do We Refer?

Exclusivity

Connection

Social Currency

• How to ask

• Why your team would prefer to hide

• Staying accountable

• After the fact thank you’s

• Let’s assume it’s legal: Care to Shares and Gift Cards

BOOST YOUR REFERRALS

Outside

Inside

Front Back

• Lunch and learns

• Personal follow up calls with the referring doctor

• They need to be courted just like you would expect from a specialist. Treats, flowers, special thank you’s.

• Personal contact every 1-2 months

What makes your practice worthy of a referral?

Why do patients trust your practice?

Are there any signals that might cause a patient to distrust you?

What new strategies do you want to try to increase referrals?

Any Questions?

TOMORROW• The Power of Real Patients



• Video Magic




• Build Your Plan

TOMORROW

• 8am - 3pm

• Lunch on ACT

• External, Internet and How to Track Your Marketing

Join Us for a Drink

WELCOME BACK!Any questions

from yesterday?

DAY 2• The Power of Authenticity

• Know Your Audience



• Video Magic



• Build Your Plan


• It elevates your practice above the competition

• It builds your identity and image into something influential

• It gives substance to your practice, services and products

• It enables people to relate to your practice

• It helps people understand how what you offer is of benefit to them

• It tells people that what you offer is of high quality

• It marks you out as a reliable, trustworthy company

• It encourages engagement and can turn audiences into advocates

WHY AUTHENTICITY WORKS

AUDIENCE RESPONSE TO AUTHENTICITY MESSAGING

BE TRUE TO YOURSELF

• Share your passion and your mission

• What is your purpose?

• What are your core values?

THE MOST POPULAR PAGES• Doctor Bio

• Team Bios

• Smile Gallery

• Office Tour

• New Patients

• Contact Us

100% AUTHENTICReal Patients, Real Stories

KNOW YOUR AUDIENCE

WORDS FOR MENHierarchy

Superior

Advantage

Exclusivity

Being Right

Respect

Individual

Self Reliant

Autonomy

Freedom

Unique

Hierarchy

Superior

Advantage

Exclusivity

Being Right

Respect

Individual Self Reliant

Authority Freedom

Unique

DID IT WORK?

• $4,500 total production cost / premiered March 2012

• Did you ever see anyone use a razor in this video?

• USP? Price & delivery method

• 12,000 people signed up in the first 48 hours

• 330,000 subscribers in 18 months

• Original video watched more than 22,000,000 times

• October 2014: $7.2M in monthly sales, 1.1M subscribers

WHERE TO REACH MEN

• 58% of young dads (25-40) are influenced by digital ads and banners

• 68% are likely to make a purchase because of a mobile ad on a smartphone

• Men stream music more frequently than women

EMOTIONAL TRIGGERS MEN RESPOND TO

• Fear - 38%

• Guilt - 36%

• Friendship - 35%

• Responsibility - 30%

• Being a Hero - 29%

• Safety - 25%

• Value - 22%

• Frustration - 20%

WORDS FOR WOMEN

Equality

Fairness

Friendship

Inclusivity

Trust

Group

Support

Interaction

Trust Equality Fairness Friendship

Inclusivity SupportGroup Interaction

DID IT WORK?• “People don’t buy what you do, they buy why you do it.” -

Simon Sinec, Start with Why

• 6 months - 600% increase in sales

• Sales jumped from 2.5B to 4B in 10 years

• Real Beauty Sketches - most watched video ad of all time

• #1 in brand loyalty for consumer packaged goods (2014)

What methods are you using to collect testimonials from your patients?

Where are your testimonials being seen by prospective patients?

What other places can you use testimonials to increase your credibility?

Does your current marketing speak to your audience?

10 Minute Break

ALIVE AND KICKING

Sept 2015

TV• 81% of US Households have a DVR, Netflix subscription or

use Video on Demand

• 84% want to skip commercials (Arris, 2014)

• Live TV reaches captive viewers

• News broadcasts

• Sports

• Appointment TV - still relevant due to social media spoilers

5 TIPS FOR TV

Tell a Story

Entertain Me

Use Heart or Humor

Address My Need

KISS Principle

HOW DO YOU DO THIS IN DENTISTRY?

• Tell a Story

• Entertain Your Audience

• Use Heart or Humor

• Address the viewer’s need

• KISS

RADIO• Opening attention grabber

• Professional - but not too polished

• Heart or humor, tell a story, entertain your audience, KISS

• Call to action

ALTERNATE OPTIONS

• Live reads

• Public radio sponsorships

• Streaming

• Pandora

PRINT

• Stopping power

• What’s in it for me?

• KISS (seeing a trend yet?)

• Call to action

Stopping Power / What’s In It For Me / KISS / Call to Action



Stopping Power

What’s In It For Me

KISS

Call to Action

OUTDOOR

• Headline in 7 words or less

• Don’t say it, show it

• Readable fonts

• One point of contact on billboards (web, phone, location)

• Do not expect the phone to ring

7 Words / Don’t Say It, Show It / Readable Fonts / 1 Point of Contact

Direct Response Marketing

DIRECT MAIL• Lead with a strong headline

• Short sentences and bullets

• Sell benefits, not features

• Call to action

• Multiple sources to take action - web, phone, address, email

• Offer on both sides

• Photo of the Dr.

Short Sentences / Bullets Benefits / CTA / Offers

Multiple Contact Sources

MAILING SUCCESS• Saturation or Targeting

• List quality

• Testing

• In House List Response - 3.7%

• Prospect List Response - 1%

• Free whitening for new patients

• Complimentary exam

• $25 children’s cleaning and exam

• $250 off laser whitening

• Free consultation and X-rays

• $99 exam, full set of X-rays, and cleaning

• Free Sonicare electric toothbrush with new patient exam, cleaning, plus X-rays

• $150 off any restorative procedure (fillings, crowns, root canals, etc.)

PROVEN OFFERS

What marketing methods have you used successfully in the past?

Do you make it easy for patients to “try” your practice?

Do do you need to adjust your current marketing to be more effective?

What new marketing avenues do you want to try?

10 Minute Break

VIDEO MAGICJohn Miller, Creative Director of ACT Dental

WHAT YOU’VE ALL BEEN WAITING FOR…Internet Marketing

• Home page with a clear message

• Large, responsive hero images

• Easy to find contact information

• Easy navigation OR hamburger menu

• Icon navigation (within reason)

• CTA’s that pop

WEBSITE DESIGN

XXX-XXX-XXXX

Serving patients in the Wexford, Warrendale, and Sewickley, Pennsylvania areas, our office is centrally located to ensure your whole family has access to the dental care they deserve. Our team is

patient-focused and strives to provide the best service possible to our community.

We provide most of our services on site, whether general dentistry or more specialized procedures such as:

Whether it’s your first time visiting us, or your 100th time, we treat you as a valued, integral part of our practice. Without our patients, we have no smiles: and healthy smiles are what makes us happy!

Should a dental emergency arise, don’t hesitate to call us right away. We will make time in our schedule to see you as soon as possible, because you shouldn’t have to wait for the immediate attention you deserve.

GET SOCIAL CONTACT US207 Crawford Ct., Mars, PA 16046

XXX-XXX-XXXX

HOURSM-F X-X

Our Practice Dental Services Smile Gallery Patient Reviews Promotions New Patients Blog Contact Us

Are you looking for the ultimate in complete dental care? At Paragon Dental, we cover all your dental needs from regular cleanings and exams, to implants for missing tooth replacement.

We perform a wide variety of services in the comfort of our accommodating office.

CALL US TODAY TO S C H E D U L E A N A P P O I N T M E N T

and find out how we can make your smile sparkle!

Comprehensive Dental Care in a Convenient Location

Paragon Dental and Dr. Chad Scott, DDS is the optimal choice for maintaining and improving your oral health.

Welcome

© 2016 Paragon DentalDesigned & Developed by Golden Proportions Marketing

Privacy Policy

Log in

Sedationspecially trained to

keep you relaxed!

Crown & Bridgesstrengthen and

restore your smile!

Root Canalspain-free and always

professional!

F U L L S E R V I C E Dentistry F O R Y O U R F A M I L Y

Implantsplaced and restored

right in our office!

*HOVER: 2D Animation GROW

& change circle to light green

http://ianlunn.github.io/Hover/

WEBSITE CONTENT• Intuitive navigation

• Write for people, not search engines

• Original, unique content

• Honesty and authenticity

• Use social proof (testimonials)

• Short product or feature videos

I'd much rather prevent a problem than fix it. I had a lot of bad dental experiences as a kid. It would have been nice if someone had educated my parents on what to do and saved me (and them) a lot of grief. Even today, new patients are often astounded when I tell them simple things that can prevent decay. I'm astounded no one's ever bothered to tell them.

Anyway, there's a lot of information on the site on various things that will help save you a lot of time in the dental chair. The stuff on gum disease and sleep apnea might even help save your life.

DR. BRETT TAYLOR ON SLEEP APNEA

• You can live weeks without food (the record is about 6 weeks on purpose, no thanks).

• You can live days without water (18 days was the most I could find, but most people are dead inside a week).

• BUT, you can only live minutes without oxygen (9 minutes is the breath holding record. What an idiot. Most people would be unconscious inside 4 minutes).

• So what's this telling you apart from the fact I have too much time on my hands to surf the internet? It's telling you there is nothing more important than oxygen, and you can't go very long without it. The problem is, too many people ARE going without oxygen when they're sleeping, and it's slowly killing them. Read the articles on airway obstruction in children and adults on the right. The life you save may be your own, or someone you love.

Social Proof

Top 10 Most Viewed Pages

WEBSITE DEVELOPMENT• CMS: Content management system

• Responsive design

• Parallax design

• Fixed headers

• Popups must have value

• Compress for page load speed

For a website that takes longer than 3 seconds to load…

Will abandon the site Will never return

10 Minute Break

GOOGLE ADWORDS

FOR WHEN YOU HAVE A

SHOT IN HELL AT RANKING

ORGANICALLY

GOOGLE DISPLAY ADS

HOW DISPLAY WORKS• Network of sites that show ads

• Can include mobile and apps

• 2MM publisher sites - NY Times, weather.com, etc

• Uses contextual targeting via keywords & history

• Brand reinforcement, pay for performance

ORGANIC VS. PPC

Organic Only - Oct. 2015

15 Calls

Organic & PPC - Feb. 2016

39 Calls

Dental Implants Text Ads

$3.79 - $4.52/click

Dental Implants Display Ads

$.44 - $1.76/click

• Facebook

• Instagram

• You Tube

• Google+

Social Media for Dentists

JUST DO IT…WHY?• Increased brand recognition

• Improved brand loyalty - 53% of those who follow you socially are more loyal to your brand

• It humanizes you

• Better SEO

• Improved customer insights - comments, likes & shares

DON’T EXPECT MIRACLES

• Think branding, not direct response

• Automation balanced with personal interaction

• 48% cannot prove direct impact (Ad Age 2/16)

• 11.5% can quantitatively prove ROI (Ad Age, 2/16)

• The phone is in their hands…just ask!

• Create and share high quality content

• Ask the team to share posts

• Cause marketing - $1 donation for every new like

BUILD A FOLLOWING

3700 Likes

4,500 Shares

60,600 Entries

64,100 Visits

HOW VISIBLE ARE YOU?• Average user - 1500 posts viewable, only sees 300

• Visibility impacted by:

• Affinity - family, interaction, declared interests

• Speed of connection

• If you like before or after reading a post

• Are you gaming the system? (let’s see how many likes we can get!)

• Photos & videos rank above text only posts

WHAT TO POST• Patient milestones

• Team interaction

• Doctor hobbies / family / personal interests

• One little known way to solve a problem (canker sores, loose wires on braces, etc)

• Caption this!

• Fill in the blank (_______ makes me smile in the morning!)

• Quote images (sparingly!)

• Business opinions (Should we open at 7am one day a week?)

3 MONTHS OF FREE SOCIAL

• Forms at the GPM table

• Choose an option

• Call from Jackie to make us an administrator

• 90 days of Facebook, Twitter & Google+!

THE ELUSIVE ONLINE REVIEWHow to get kudos on Google, Yelp and Facebook

EARN YOUR REVIEWS• Be Positive

• Be Passionate

• Be Genuine

• Be Kind

• Be Humble

• Listen

• Compliment Others First

REPUTATION MONITORING• Google+ (all listings!)

• Yelp

• Facebook

• Health Grades

• Rate MD

• Dr Oogle

• Yahoo

• Angie’s List

• Judy’s Book

• City Search

CLAIM, OPTIMIZE & PROTECT• Claim your listing

• Delete extra listings - one per location

• Optimize - photos, videos, hours, financials, intro/bio

• Check back for zombie listings

• WRITE DOWN YOUR LOGIN & PASSWORDS

WHAT DID I EVER DO TO YOU???

When bad reviews happen to good doctors

WHO DID THIS TO ME?John Doe - 6 months ago

While the staff was pretty cool, this is NOT THE PLACE TO GO IF YOU ARE DENTAL PHOBIC. Meadows is a sarcastic douche canoe who has no respect for his patients feelings. He was belittling and rude. For some of us, it's hard enough just to walk through the door of a dentist offices. Having the "doctor" treat you as if you where subhuman and stupid doesn't help. Not only would i not recommend this place, i feel you would be better off doing your own dental work at home with pliers. At least then, you won't have to pay for the pain or for the pleasure of being mocked.

Step #1 - Identify the Patient

STEP #2 - TRY TO RESOLVE THE ISSUE

• Phone call from the Doctor - NOT the team

• Let them speak. Do not interrupt.

• Do not get defensive

• Validate their concern

• Try to resolve the issue

• Ask if the review can be amended (asking for removal invalidates their issue)

STEP #3 - WRITE A PUBLIC RESPONSE

• Deep breath

• Login to the account

• Write an objective response

• Have someone else read it

• Remember HIPAA

STEP #4 - CHANGE SOMETHING

There’s a smidgen of truth in every review.

Adjust your systems:

• Emergency policy?

• Financial explanations?

• Wait times?

STEP #5 - GO FOR 5 STARS

• 20 positive reviews will drown out one negative review

• Daily in-house reviews

• Review reminders

• Review fatigue

Ask Permission Rate Your Visit Not so Good? Awesome!

Who on your team will be responsible for monitoring your online reputation?

What channels will they check?

With what frequency will they check the reviews?

10 Minute Break

THE CHECKLIST• Internal, External and

Internet

• What do you have / want to keep?

• What do you want to improve on?

• What do you want to add?

BALANCE!

1. Immediate no/minor cost changes

2. Maximum return changes

3. Long term impact changes

BACK TO BASICS

• How does each marketing strategy support your SMART goals?

• Can you communicate your USP with this strategy?

BUDGETING FOR SUCCESS

HOW MUCH?

Major Launch: 5-7% Growth: 3-5%

Maintenance: 2-3%

THE COMPLETE MARKETING BUDGET

• Media / media placement services

• Production

• Digital advertising costs - Adwords, social boosting or ads,

• Ongoing management - SEO, adwords, social media, reviews, hosting

• Internal referral incentives / “sorry” gifts

• “Value” of discounted services

• Community festivals & giveaways

• Automated reminder services

• 5% for “please support my Boy Scout Troup/Soccer Team/Relay for Life fundraiser”

What is your annual marketing budget?

What marketing expenses are already contracted for this year?

How much do you have left to spend each month on new marketing strategies?

KNOW YOUR KPI’S• NPO’s

• NPE’s

• Appointment Conversion Rate

• NP Cancellations

• Appointment No-Shows

• Cost Per Lead

• Revenue Per Lead

• Case Acceptance Rate

• ROI

Measure

Plan

Execute

Measure

Adjust

Measure

Rinse & Repeat

GOOGLE ANALYTICS

PERSON BY PERSON

CALL BY CALL

CELEBRATE YOUR WINS

PSS. The not so great call seems to be the same business team member that is a repeat offender and has been here 19 years!!

We are figuring out her future here!

PS. We celebrated Stephanie's great call yesterday!

REDIRECT YOUR LOSSES

5 Tracking Numbers

100 Minutes - $99/mo





CALCULATING ROI

Revenue / Marketing Cost = ROI

Revenue / Marketing Cost = ROI

CALCULATING ROI

Revenue - Marketing CostMarketing Cost

= ROI

MEASURE MORE THAN JUST CALLS

Did it generate traffic?

Increase in-office inquiries?

Build awareness of your brand?

Measure the unexpected return

Northcutt DentalVal Pak in existence for years

TV campaign started July 2012

• July 2012 – 656 visits • January 2013 – 963 visits • July 2013 – 1,196 visits • January 2014 – 1,390 visits • July 2014 – 1,774 visits • October 2014 – 1,948 visits

297% Web Growth in 2.5 Years

Establish the KPI’s that you plan to measure for your marketing

Who in your office will be responsible for documenting your KPI’s?

How frequently will you measure and review your KPI’s?

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