30 high impact ways to market your practice in the next 30 days

more than marketinggpm

XAÑA WINANS, PRESIDENT

30 High Impact Ways to MARKET YOUR PRACTICE

in the Next 30 Days

#1

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

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

First impressions are lasting impressions

Be unexpected

Give your team the freedom to fix any problem

#2

WOMEN JUDGE EVERYTHING Use Their Insight for a Critique Board

• 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!

#3

Consider Your Location

4 - 5 MILES FROM WORK OR HOME

IS YOUR SIGN VISIBLE?

How’s the Parking Situation?

What’s Your First Impression As You Enter?

#4

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

Apology gifts

#5

Answer The Phone

THE IMPATIENT PATIENTPatients 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 callers do not leave a message when they reach voicemail.

Hello?

32% of All Calls are Missed

30 New Patient Calls per Month

32% Missed Calls = 9.6 Patients

70% Appointment Conversion = 7 Patients

Average NP Value $1,500 x 7 Lost Patients

$10,500/Mo x 12 Mo = $126,000

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

Make scheduling accessible in the cloud

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

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#6

TRAIN YOUR TEAM

Front desk = sales professional

Always answer a question with a question

Who’s leading the call?

QUESTIONS AND CLOSES

THE 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?

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 I need one.

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; the before and after images are amazing. I also want you to check out some of the testimonials from our patients who have completed this same treatment. Now, I want to be sure Invisalign is the right solution for you, so let’s schedule your consultation. I can get you in on Monday at 9.

KEY PHRASES

Let’s do this… (ie - don’t ask, tell)

You’re going to LOVE Dr. Jones!

Here’s what you can expect

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

#7

41% of patients want convenient or extended hours during the week

36% want weekend hours

7AM - 10AM & 3PM - 6PM

#8

RETENTION STRATEGIESGet ‘Em. Keep ‘Em.

KEEP YOUR PATIENTS

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

The average practice loses 50% of its patients every 5 years

1% die

3% move away

5% go to another practice due to a recommendation from a friend or relative

9% go to another practice because they think it has better products, services or prices

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

68% leave due to attitude of indifference: “You must not care about me/I’m just a number.”

Unclear or dismissive communication

Insisting on being right

WHERE DID THEY GO?

WHAT ENHANCES PATIENT RETENTION?

ACCESS TO CAREHours

Location

Affordability

Direct access to the Doctor

CARE DELIVERYGentle, attentive approach

Team interacts directly with the patient

Doctor clearly explains procedures

Follow up calls

PERSONALIZED EXPERIENCES

Remember birthdays and anniversaries

Ask me personal questions from our last conversation

#9

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

ONE MAILING. 72 CALLS.

#10

They loved you once…

We’ve missedyour smile.

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?

146 CALLS in 8 Months

REACTIVATION PROTOCOL1st - Cell

2nd - Office

3rd - Home

One contact every 6-8 weeks

Alternate calls with mailings and email

Keep at it for 1-2 years

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#11

REFERRAL MARKETING

of patients solicit personal recommendations from family, friends, and co-workers

84%

The 2-Card system

Why your team would prefer to hide

Keeping everyone accountable

After the fact thank you’s

Care to Shares and Gift Cards

BOOST YOUR REFERRALS

Outside

Inside

Front Back

#12

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

Professional Referrals

#13

BE 100% AUTHENTICReal Patients, Real Stories

It elevates your practice above the competition

It builds your image into something influential

It gives substance to your practice, services and products

It enables people to relate to your practice

It tells people that what you offer is of high quality

It marks you out as a reliable, trustworthy company

WHY AUTHENTICITY WORKS

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

#14

Be Humorous.

Be Remembered.

#15

PROTECT YOUR REPUTATION

WHAT DID I EVER DO TO YOU?

When bad reviews happen to good doctors

WHO DID THIS TO ME?

John Doe - 6 months agoWhile the staff was pretty cool, this is NOT THE PLACE TO GO IF YOU ARE DENTAL PHOBIC. XXXXXXX 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 and 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)

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STEP #3 - WRITE A PUBLIC RESPONSE

Deep breath

Login to the account

Write an objective response

Have someone else read it

Remember HIPAA

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STEP #4 - CHANGE SOMETHING

There’s a smidgen of truth in every review.

Adjust your systems:

• Emergency policy?

• Financial explanations?

• Wait times?

STEP #5 - REACH FOR THE STARS

20 positive reviews will drown out one negative review

Daily in-house reviews

Review reminders

#16

of consumers will pay more for services with higher ratings & reviews

86%

Be Positive | Be Passionate | Be GenuineBe Kind | Be Humble

Listen | Compliment Others First

EARN YOUR REVIEWS

$99 setup

$99/month

#17

GET ME IN WITHIN 48 HOURS

of patients say this is a primary factor in choosing a new dentist

33%

of patients say this is #113%

#18

BECOME A HOUSEHOLD NAME WITH TV

81% have a DVR, Netflix subscription or use Video on Demand

84% want to skip commercials

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

IT’S JUST AS SIMPLE FOR DENTISTRY

#19

RADIO

Local stations

Live reads

Public radio sponsorships

Streaming

Pandora

#20

OUTDOOR7 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 (okay, 9) • Don’t Say It, Show It Readable Fonts • One Point of Contact

#21

Direct Response Marketing

DIRECT MAILStrong headline

Short sentences and bullets

Sell benefits, not features

Call to action

Multiple ways to take action - web, phone, address, email

Photo of the Doctor

Feb 2015 64 Calls

Feb 2015 - May 2016465 Calls

Free whitening for new patients

Complimentary exam

$250 off laser whitening

Free consultation and X-rays with cleaning

Free Sonicare with new patient exam, cleaning, and X-rays

$150 off any restorative procedure

PROVEN OFFERS

#22

38% WANT TO SEE

AN INFORMATIVE, UP-TO-DATE WEBSITE

Make Your

Message Clear

Build With Responsive Design

Easy to Find Contact Information

What’s Your Call to Action?

43% Want To Request Appointments Online

#23

WEBSITE CONTENTWrite for people, not search engines

Original, unique content

Honesty and authenticity

Use social proof (testimonials)

Short product or feature videos

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.

#24

MAKE YOUR WEBSITE FLY

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

Will abandon the site Will never return

https://developers.google.com/speed/pagespeed/

#25

GOOGLE ADWORDS

for when you have a shot in hell at ranking organically

#26

GOOGLE DISPLAY ADS

HOW DISPLAY WORKS

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

Can include mobile and apps

Uses contextual targeting via keywords & history

Brand reinforcement, pay for performance

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#30

CALCULATE YOUR ROI

Revenue / Marketing Cost = ROI

Revenue / Marketing Cost = ROI

CALCULATE YOUR ROI

Revenue - Marketing Cost

Marketing Cost= ROI

Measure

Plan

Execute

Measure

Adjust

Measure

Rinse & Repeat

What Are You Going to Change in the Next 30 Days?

xana@goldenproportions.com570-742-5656