Relationship-Focused Dental Marketing

Posts Tagged ‘dental marketing ideas’

What does your online marketing say about you? Does it say, “I’ve got URLs all over the web- but none of them has any content worth reading,”  or does it say, “You may need to skip over a few links above us on Google’s search page, however once you reach us, you’ll find we are a better fit for you”.

Recently, I ran across a “pioneer marketing” dental practice who hopped on the social media and online marketing bandwagon.  They joined Facebook (a few months ago, and hadn’t visited their page again since).  The practice had many website and blog articles and postings, most of which were filled with blatant key-word text.  The majority of their content was obviously duplicated and re-engineered data plastered all over dozens of sites.  The goal was likely to be found, however at what consequence?

Patients looking for “just any dentist” may not care if you are out to win maximum online exposure.  However, discerning, knowledgeable consumers looking for a more genuine dentist will likely look for online material representative of their ideal dentist.

So, the tip of the day is ensure your marketing matches your brand.  If you are a relationship-focused practice, be sure your marketing (articles, content, website, postings, Facebook account, etc…) looks like you pay attention to it.  Consider the cost of sloppy, rushed marketing before you allow someone to talk you into quantity over quality.

“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.

Social media, blogs, podcasts, video… Have you heard about the massive tidal wave of marketing options that will affect us all? Dentists, marketers and businesses of every type are jumping into new territories- Facebook, LinkedIn, WordPress, YouTube, etc. But where does one go from there?

Despite all the fun, exciting new ways to technologically reach out to clients and their communities, it is still critically important to focus on the basics. Referral marketing has been, and always will be, a primary marketing strategy for most dentists. Yes, new technologies will help to enhance the relationships, referrals and practice community you already have. However technology cannot replace quality patient relation skills, communication and effective referral systems, and this is what continues to drive positive word of mouth and referrals.

Don’t let new technologies and options overwhelm you. Rather, be open, learn about and embrace new marketing opportunities. Above all else, remember referrals are evidence of good patient relations and people skills- both of which are strengths that may be enhanced by, yet never fully replaced by technology.

Need help? Contact Rita (303) 807-3827 or rita@tangiblemarketing.com. TangibleMarketing.com

Last week, the Rocky Mountain News closed its Colorado doors. As newspaper subscribers and advertisers continue to drop away, and additional newspapers fold, where do you think dentists will invest their advertising dollars?

Hopefully not in TV, with the use of DVRs, who watches commercials anymore? Note: I’m not even going to acknowledge the phonebook. My prediction is the internet and social media. Advertising and marketing is continuing to move in the direction of pull not push. Even the word pull sounds inappropriate… instead how about permission based, relationship focused, social and visible marketing where both personality and purpose matter.

The marketing of the future will allow patients to effectively “shop” a practice before their first visit. New patients will likely choose the most authentically appealing dentist they can find. Whether by word of mouth, referral or internet search, people will want to peruse research and literally see their potential new dentist online before committing to a first appointment.

They’ll want to see video of the doctor, hygienist and office décor. Patients will expect to get a feel for the personality of the practice to determine whether it is the best fit for them. Does this mean the days of going to see a doctor without knowing what to expect are gone?

Need dental marketing help? Email rita@tangiblemarketing.com or call (303) 807-3827.

Marketing is much more than advertising and getting new patients in the door. As you launch traditional marketing tactics, consider these timely suggestions as well. Direct from recent hands-on experience… 

1) Remove negative press from your reception area

If you have magazines like Time, Newsweek, Fortune or newspapers in your reception room, get them out now. Most of the headlines and articles today highlight the bad economy. Patients will be less motivated to accept treatment with poor economic images at their fingertips. Replace negative headlines with health oriented magazines, such as Prevention.

2) Take a look at what annoys you in your office

Now is an opportune time to have that discussion with the receptionist who needs to step-up her casual-Friday look, the sour-apple assistant in the team or the treatment coordinator who can’t seem to find the time to make those follow-up calls. Perhaps you have none of these issues and have retained a magnificent staff? If so, congratulations! Even if your team is top-notch, everyone is able to continue to improve in some way, now is the time to recruit new ideas, implement fresh protocols and boost all aspects of practice.

3) Make sure your financial policies are in order

A few practices I work with are noticing slower compensation from insurance companies, slower paying patients, and more than usual defectors. According to a January 2009 Wall Street Journal article, it’s not uncommon for people to postpone paying in recessions. With this in mind, it’s more important than ever to ensure your financial arrangements are clear, in writing and have patient signatures.

4) Build alliances

Dental practices are not the only businesses seeking more clients. Take advantage of the opportunity to approach like-minded businesses who might want to co-market. For example, share the cost of a direct mail piece or newsletter with another referral based business that serves similar clientele. Then offer a special to each others clients. Note, specials do not have to be discounts… think “bundling,” ie: have your teeth cleaned and receive a complimentary something.

5) Try something different

If you are in the habit of listening to the news every morning, stop it. Try listening to something motivating, wait and watch the news after work, or make a no-recession rule at the office. It is easy to commiserate with your team, but many times this only leaves people feeling worse.

What are you and your team doing to beat the economy and doldrums?

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

Remember when people were saying, “Someday every business will need a website”… or someday everyone will have a cell phone and email account?

Today, the new “must have” is a Facebook page. Are you on board yet? If not, what are you waiting for? Here are the statistics:

Growth

• More than 175 million active users
• More than half of Facebook users are outside of college
• The fastest growing demographic is those 30 years old and older

Engagement

• Average user has 120 friends on the site
• More than 3 billion minutes are spent on Facebook each day (worldwide)
• More than 3.5 million users become fans of Pages each day

If you haven’t yet embraced Facebook then you probably don’t know that other dentists, health care practices and even hospitals are getting established as we speak. The cost is free, plus your time or a team members time to maintain.

Set up a page, post photos, practice events, etc. Show some personality; however be sure to keep your postings and content consistent with your practice philosophy or brand.

Need help with referral marketing?  Email rita@tangiblemarketing.com or call Rita (303) 807-3827. Oh, and look me up on Facebook!

Once you’ve mastered the basics in marketing (reference Part One of this blog article if you missed it), then you are ready for Level II marketing activities. Here are a few Level II marketing activities that consistently deliver.

Get A Website Already – if you still don’t have a website, get one. Experts say about 70% of consumers today will shop the web before they make a purchase decision. That means if people have a choice between you and someone who does have a website, they may choose them over you. Patients want to learn about your team, see a photo of the doctor, tour the practice, review payment options, etc. Need I say more?

Be Found On The Web - an internet marketing guru friend of mine said, “A website is like a giant billboard in outer space that no one can see if you can’t be found online”. Be sure to do some research before you invest in search engine optimization services, check their client testimonials or get a referral from a trusted source.

Advertise in Community Papers – these are newspapers or newsletters that your neighborhood or local community associations produce. Search for those within 5 miles of your practice. These papers typically get read cover to cover, as people want to know what is going on in their neighborhood. Advertising rates can be fairly inexpensive and the big benefit is the ads are well targeted geographically.

Stay tuned for Part 3 and more advanced marketing tips.  Need help?  Contact rita@tangiblemarketing.com or call (303) 807-3827.

Lay-offs, rising grocery bills and a flood of bad economic news in the media are causing consumers to tighten their purse strings… How can dentists help to protect and even grow their practice in times like these? Here are a few smart recession marketing tips for dentists.

1) Be impeccable with the patients you already have. This includes phone, patient relation and case presentation skills. Need to know if you are impeccable or not? To diagnose your performance, try surveys, hire a ghost shopper or get an experienced consultant to observe.

2) Be REALLY impeccable with the patients you already have. How long has it been since you’ve brushed up on your case presentation skills or taken your team to a seminar or workshop about exceptional customer service. Now is the time to invest in learning everything you and your team can do to get more from the customers (patients) you already have.

3) Keep in touch. Follow up with patients- consistently and effectively. Patients will be putting off elective, cosmetic and non-emergency treatments, so make sure you maintain relationships with patients while they are saving up or waiting for some good economic news. Be sure you are top of mind when they are ready to buy dental again. This means calling patients to follow up (phone calls are quick, easy -inexpensive- and effective!), sending customized patient newsletters (consumers are now cocooning— staying home, nesting with family and they have time to read and learn more about you and your services), emailing (use email communication sparingly, make your notes brief and memorable).

4) Money, Money, Money- Make sure your fee quotes, insurance filing, payment options and related communication is flawless. People are more sensitive to money issues than ever before. Now is the time to be extra courteous, knowledgeable- and considerate of patient’s potential financial quandaries.

5) Internal marketing first, external second. Don’t spend thousands of dollars for a flashy magazine ad if you don’t have a patient referral system in place. Invest dollars to maximize internal marketing first (referral systems, sales training, newsletters, etc.), then look to external marketing tactics such as postcards, advertising, etc. This is even more important during a recession when external new patient acquisition becomes more challenging.

Need help? Or have comments to share? Email rita@tangiblemarketing.com