Relationship-Focused Dental Marketing

Posts Tagged ‘dental consultant’

“As one dental client of mine said, “It’s not about hanging your shingle out front and waiting for new patients to come in the door anymore”. How true… Likewise, the future shows limited opportunity for sustained success with yellow page ads, newspaper ads and TV commercials. In addition, how many companies can continue to ethically contribute to landfills with wasted paper that some direct mail campaigns produce?

Today we have an abundance of fresh (environment friendly, green) marketing options available from internet marketing to social media to blogs- and referral marketing of course. The major difference between the direction marketing and advertising is headed, from that of the past, is conversation. In the past much of marketing and advertising sought to “target” new clients with specific messages. Think one-way communication. For example, you (the consumer) see what I have to tell you and then you call me (the business owner) and become my customer.

In the future (in fact, it’s happening already), the most successful marketing and advertising will be a two-way conversation. One in which businesses share authentic, relevant information with potential clients… information which allows the potential new client to research, share, interact or participate with- before they make a decision about whether they want to become your customer or not .

Some practitioners will see “conversation” marketing as a burden. For those business owners, it was easier to invest in the biggest yellow page ad or cut a check for direct mail. All that was required was building the ad and they would come- maybe. In the future, the dentists who enjoy conversation, are comfortable sharing their personality/authenticity, and are willing to invest time and energy in getting to know others will find marketing a breeze.

In the end, marketing as a conversation will allow patients to more easily find their ideal dentist. Likewise dentists who participate in marketing as a conversation will find they are more apt to attract their ideal patients- it’s truly a win-win for everyone.

What’s your opinion?

The best way for dental specialists to increase referrals is by marketing actively. Think face-to-face meetings with referring dentists. In person meetings will produce higher quantity, and quality, referrals than passive marketing…

For example, during lunch meetings specialists have the opportunity to ask referring dentists questions, share conversation and receive valuable feedback. It is personal interaction that nourishes and grows the relationship between specialist and referring dentist. It also allows the specialist to learn first-hand about the referrer’s preferences- which in turn lets the specialist continually improve service to both the referring dentist and mutual patients.

To further illustrate the difference between active and passive marketing, review the brief list below.

Active Marketing:

· Doctor lunches

· Personal marketing deliveries

· Small group activities (such as golf)

Passive Marketing:

· Marketing deliveries handled by third parties (such as Mrs. Fields® cookies delivered via UPS)

· Gifts

· Newsletters

Successful referral-based practices utilize a combination of both active and passive marketing activities. Further, smart practices focus on enjoyable, quality relationships and communication- which in turn produces loyal and frequent referrers.

During times of economic hardship, many dental practices turn to marketing for relief. However time and again, some dentists find themselves overwhelmed with their day-to-day tasks and consequently their marketing lags behind.

If you find yourself regularly falling behind with your marketing duties, consider enlisting a “success” team. Enlist a motivated team member or dental marketing consultant to help you. In the book, “The Success Principles,” author Jack Canfield said, “Your goal is to find the top one, two or three activities that best use your core genius, bring you the most money, and produce the greatest level of enjoyment”.

If you don’t have the time or simply don’t wish to maintain your marketing, there is never a need to go it alone. Remember, the most successful marketing is a result of consistent, ongoing action. Do what you need to do- today- to protect your core genius and keep your marketing on track.

Do you need help? Email rita@tangiblemarketing.com or call (303) 807-3827.

The number one best way to market is referral marketing. First and foremost, “relationship” marketing is a proven win-win for both patients and dentists. Patients won’t refer if they feel they were not treated well, and dentists who strive to provide the best patient care experiences will receive the most referrals.

The second best way to market right now is online. Online marketing is green… websites, video, online resources and social media won’t waste paper (unlike masses of direct mail, a tactic commonly used in dental marketing). Most importantly, studies show over 73% of consumers already perform online research before they make purchase decisions- which includes purchases from shampoo to cars to health care. This means it’s extremely important for you to be found online. Further once found, you’ll want to have a variety of information about yourself available. In other words, make it really easy for someone to see how great you are.

Referral and online marketing can work hand in hand for your practice. Online marketing will allow new patients to research and “shop you” before their first visit and referral marketing will help ensure a good patient experience- and, hopefully, a long term relationship built on trust (the type that motivates referrals).

So, what are you waiting for?  Facebook, LinkedIn, YouTube, Twitter, blogs and more await you. Don’t let the options overwhelm you, instead just choose one tactic to explore for now- and remember to have fun with it!

Have questions for Rita? Email rita@tangiblemarketing.com.  Get a copy of the Referral System How-To Guidebook for Dentists.

If you’re like most dentists today you’re probably wondering how you can get more quality new patients without having to invest thousands of dollars. In one of my most popular blog posts “Recession Marketing for Dentists, What’s Hot & What’s Not” I shared the following recommendation:

Invest in referral marketing. If you don’t already have an organized referral program, get busy and create one. Actively promote your program- not just twice a year by word of mouth when patients are in your office. Be sure to promote the fact that you want referrals the whole year long. Ask verbally and in writing (No you won’t come across as a pest or seem desperate because most people are busy with life and won’t likely remember the last time you asked, even if you ask them many times per year). Make sure you invite referrals verbally, and also put your invitation in writing. Tangible forms of promotion help visual learners (about 65% of the population) to remember to refer. If you’d like to know more about this, check out my Referral Guidebook and learn step-by-step how to create a successful turn-key system for your practice.

But don’t just take my word for the uberpower of word-of-mouth marketing. Here are a few of my favorite experts, dental marketing gurus, thought leaders and a few non-dental related quotes to help inspire and motivate you today:

Have comments to share, questions to ask or need dental marketing help? Call Rita at (303) 807-3827.

The correct answer is both mediums used together is best. Why? You might ask, “With so many marketing companies now offering e-newsletters, isn’t digital the best option?” The answer is no, for several reasons. Digital or e-communication (as much as I love it) cannot yet completely replace all the benefits of hardcopy.

Tangible newsletters allow people to experience news in a much different way than e-communication. Most importantly, hardcopies allow us to get away with longer articles, more photos and richer content than digital formats.

There is just something more sincere and warm about holding a tangible note, card or letter in your hands rather than scanning it on a screen… For similar reasons, highly personalized hardcopy newsletters are still key relationship and trust building tools.

At the end of the day, you want to be sure your patients have seen and absorbed all you have to convey. Ensure your marketing communication is achieving every important objective by including both email and hardcopy news in your 2009 marketing plan.

Need help with dental newsletters for yourself or your practice? Email rita@tangiblemarketing.com or call Rita (303) 807-3827.

To thrive in these economic times it’s best to focus your marketing dollars on retention, case acceptance, word-of-mouth and referral strategies. Concentrate your efforts amongst those who already know and trust you rather than attempting new patient acquisition from unknown and potentially skeptical audiences.

What’s hot: Invest in improving the patient experience. Now is the time to impress patients, as more than ever they will scrutinize everything you do and say. Consumers are paying more attention to everything they spend their money on. Some may question whether they should keep spending their money with you or go elsewhere. Invest in training for you and your team and be sure your patient relations skills are finely honed. There has never been a better time to implement new techniques to increase your case acceptance rates.

Invest in referral marketing. If you don’t already have an organized referral program, get busy and create one. Actively promote your program- not just twice a year by word of mouth when patients are in your office. Be sure to promote the fact that you want referrals the whole year long. Ask verbally and in writing (No you won’t come across as a pest or seem desperate because most people are busy with life and won’t likely remember the last time you asked, even if you ask them many times per year). Make sure you invite referrals verbally, and also put your invitation in writing. Tangible forms of promotion help visual learners (about 65% of the population) to remember to refer. If you’d like to know more about this, check out my referral guidebook and learn step-by-step how to create a successful turn-key system for your practice.

Invest in your online reputation. Google yourself regularly and see where your website rates. Also be sure to police yourself… confirm the first few pages of your search come out clean, accurate and don’t contain any negative patient feedback. It makes no sense to invest in search engine optimization if you don’t even know that negative patient feedback could be found alongside your name.

Consider investing in social media. While not for everyone, when done well- and authentically, participating in sites like Facebook and other social spaces gives you an opportunity to get your name and face in front of potentially influential networks. Have fun with it. If you know nothing about social media, ask someone on your team who enjoys this to help you. Again have fun, but at the end of the day be sure whatever you or someone else posts about you maintains your personal and professional brand and represents you well.

In this economy, what’s hot now is the return you’ll get from marketing investments related to customers/patients who already know you.

What’s not hot: Investing in brand building or awareness marketing such as radio, television or expensive magazine ads. The first problem is that these mediums are not generally geographically focused. The second problem is they require much repetition and thus very large investments before they penetrate enough to work. Even in good economies these mediums can be expensive and risky investments. With a population scrutinizing every dollar, becoming more skeptical about who and where they buy from and holding-off unless it’s an emergency, it’s better to avoid these types of marketing vehicles for now.

Have a question or comment to share? Email rita@tangiblemarketing.com. I’d love to hear from you!

Convert your website visitors into patient appointments and referrals… LinkboxTM is a website add-on that provides valuable marketing tools to any existing website. LinkBoxTM encourages website visitors to contact your practice, as well as refer friends. And because it’s a stand-alone product, LinkBoxTM doesn’t integrate with your current practice management systems in any way – so it’s simple to set up and start using right away.

I especially like the way the product opens the door for dialogue. Consumers today have become so accustomed to sharing their thoughts, opinions and requests through their computer keyboards… This tool gives potential new patients one more way to explore you, and gives existing patients one more way to refer you.

Watch a demo and learn more about their terrific no-risk 30 day trial here.

On a scale of 1 to 10 with 10 being best, I rate Henry Schein® GURU a 10+. After years of personally presenting thousands of periodontal and dental implant cases to sometimes scared, financially challenged or “difficult” patients, I can say with confidence, “This consult tool is terrific and will begin to return on your investment from the moment you use it”. (No, I’m not employed by Henry Schein®. I just love practical solutions to long time problems).

A specific example of the power of GURU is… A patient is in need of a Sinus Augmentation. Ok, you can use all the good tangible visuals in the market and verbally explain it in succinct detail and still risk the patient not entirely understanding, or easily show the patient a brief animated program illustrating what happens to the sinus floor post tooth loss. GURU’s illustration is the best available in the market, I’ve already seen it cut down on the sinus augmentation explanation time and… bonus, the patient definitively “got it,” he understood exactly what his situation was and clearly saw what he needed to do about it- and scheduled surgery immediately post viewing the program.

There has never been a better visual of a sinus collapse or augmentation- at least that I’ve seen. Further, GURU’s visuals are friendly and professional, and the program is intuitively useful… there’s even an option to email the patient their personal treatment “program”. I love this tool and can’t wait to begin training my client’s teams to implement it in all appropriate facets of the practice.

What are your thoughts?

Rita Zamora and Lynda Kizer, President of Lynda Kizer & Associates

I’m back… spent last week in Texas at the ADMC meeting with experts like Lynda Kizer, president of Lynda Kizer & Associates. The ADMC hosts some of the best in our industry. Not just dental management and marketing experts, but some referred to as icons. What a privilege to be a part of this special event!