Dental Relationship Marketing » Referral Marketing

Dental Marketing That Consistently Delivers – Part Two

Rita Zamora — Wed, 11 Feb 2009 16:58:01 +0000

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.

Dental Marketing That Consistently Delivers

Rita Zamora — Mon, 02 Feb 2009 17:07:04 +0000

Good or bad economy, small or large team, old or new practice… Here are a few great marketing techniques that never go out of style. First, marketing should be segmented into two categories, basic and advanced.

Start with the basics first. You wouldn’t consider enrolling in a Level II foreign language class without first learning the basics- marketing is the same. If you move right into advanced marketing without mastering the basics you risk wasting both time and money. Here are a few basics. I’ll cover advanced topics in a future blog post.

1) Referral Programs- implement systemized programs that are easy to manage. The key here, as with most marketing is consistency… Ask for referrals regularly, verbally and in writing. Note: Practices likely to get the most referrals provide top notch client care (notice I didn’t say top notch dentistry, because it’s not about the dentistry).

2) Keep in Touch- communicate with patients on a regular basis (quarterly at minimum). Quality of content counts, good communication vehicles include emails, hardcopy newsletters, phone calls, thank you notes, events, etc.

3) Office Environment- observe your office and see what it REALLY looks like. We can become numb to our environment when we practically live in it. Has your office become cluttered? Do you have chipped paint, dirty chairs or stained ceiling tiles? All of this directly impacts your bottom line.

4) Case Acceptance – if you aren’t already, get intimate with your numbers. Know exactly how many cases you present each month and how much treatment is accepted. Once you know where you are, you can determine if you are in need of a case acceptance tune up- or praise yourself for how well you are doing.

More marketing tips that consistently deliver… to be continued. Check back soon! Need help in the meantime email rita@tangiblemarketing.com.

Referral Marketing Works for Dentists- But Don’t Just Take My Word For It

Rita Zamora — Thu, 22 Jan 2009 20:09:28 +0000

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:

“Word of mouth is thousands of times more powerful than conventional marketing.”

~ George Silverman, Author of “The Secrets of Word-of-Mouth Marketing”

“Even those deaf to the bragging cries of the marketplace will listen to a friend.”

~ Paddi Lund, Author of “Building the Happiness-Centered Business”

“Few people want to choose a dentist, for example, from a printed advertisement. People want to have more personal information before making such selections because whenever they choose a professional exclusively from an advertisement and have no other source of information, you may be taking a big risk as to the quality of service you will receive. With referrals, the risk is greatly reduced. Someone else has done business with that person and is recommending that professional to you with confidence.”

~ Ivan Misner, Founder and Chairman of BNI, the world’s largest referral organization, and New York Times Bestselling Author.

“Word of mouth marketing is the most honest form of marketing, building upon people’s natural desire to share their experiences with family, friends, and colleagues.”

~ Word Of Mouth Marketing Association

“He who trims himself to suit everyone will soon whittle himself away.”

~ Raymond Hull

Nothing great was ever achieved without enthusiasm.

~Ralph Waldo Emerson

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

Dental Newsletters – What’s Better Digital or Hardcopy Versions?

Rita Zamora — Thu, 15 Jan 2009 16:13:17 +0000

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.

Dentists, Don’t Miss Referral Marketing Opportunities

Rita Zamora — Wed, 29 Oct 2008 13:26:33 +0000

“Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas A. Edison

Many dentists today realize the value of “wowing” patients during their standard two office visits per year; however few appreciate the value of connecting with patients throughout the year.

If you look to the specialists of dentistry, the oral surgeons, periodontists and orthodontists, you’d likely see examples of good relationship marketing (staying in touch with general dentists) throughout the year. If not, they’d likely not be able to maintain good communication, strong relationships or most importantly receive referrals from you. If you didn’t hear from the specialist more than twice a year, a general dentist might wonder if they are sending the wrong type of referral, if the specialist has become too busy, or perhaps wonder if they just don’t need – or want- your referrals any more. The same is true with patients of the general dentist…

Yes, staying in touch with patients throughout the year is work- it requires time, effort and investment. However the benefit you receive is increased referrals because patients:

Feel they have a relationship with you.
Sense you care.
Know you still want their business.
Believe you welcome their referrals.

How do you take advantage of referral marketing opportunities?

Are you looking for an effective way to stay in touch with your patients? Want friendly, authentic and proven marketing? Contact rita@tangiblemarketing.com to learn about our patient newsletter programs and keep your patients loyal, motivated for treatment and regularly referring.

Dental Marketing That Sticks

Rita Zamora — Tue, 02 Sep 2008 20:41:16 +0000

As consumers we are bombarded each day with thousands of advertising messages. This environment creates mind clutter which makes it hard for patients to remember to refer to you on a regular basis. In addition to providing exceptional service experiences, you can help your request for referrals to stick by making your message tangible.

Experts agree about 60% to 65% of the population are visual learners. These visual learners relate most effectively to written information, diagrams and pictures. Whether you illustrate your referral request in letters, postcards, business cards, CD’s, or emails, the moment you make your message visual or tangible you’ll help cut through the clutter, increase your effectiveness and your new patient referrals.

What makes your referral marketing memorable?