calgary jan 2017
Post on 18-Jan-2017
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XANA WINANS, PRESIDENT
more than marketinggpm
Internal Marketing Insights
Untangling the Web
WHAT DO YOU
WANT TO LEARN TODAY?
Goal Setting for 2017
Creating Your USP
The New Patient Experience
Practice Branding & USP’s
Retention Strategies
Reactivation Marketing
Referral Marketing
Know Your Audience
The Power of Authenticity
Websites, SEO, PPC & Social
Your Online Reputation
Measure What You Market
GOAL SETTING: START WITH THE END IN MIND
WHAT WERE YOUR 3 BIGGEST WINS IN 2016?
WHAT 3 THINGS WERE YOU THANKFUL FOR AT YOUR PRACTICE IN 2016?
WHAT ARE THE 3 BIGGEST CHALLENGES YOU GREW THROUGH IN 2016?
WHAT ARE YOUR 3 BIGGEST “UNFINISHED
BUSINESS” ITEMS?
WHAT ARE YOUR 3
BIGGEST ASPIRATIONS
FOR YOUR PRACTICE IN
2017?
HOW DO YOU WANT “X” TO
BE DIFFERENT IN YOUR
PRACTICE IN 2017? NAME 3.
SMART GOALS
Specific
Measurable
Actionable
Realistic
Time Bound
SAMPLE GOALSStart 2 Invisalign cases per month in 2017
Convert 75% of all NPO’s into confirmed appointments and measure progress monthly
Incorporate tracking methods in all new marketing. Add to existing marketing by 7/31/17.
Internal Marketing Insights
What Do Your Patients Really Want?
SURVEY SAYS…
MONEY MATTERS
1. Participate with Plans
2. Provide and Promote Financing Options
3. Educate Patients on their Coverage or Risk Bad Reviews!
44% CARE ABOUT YOUR LOCATION
4 - 5 MILES FROM WORK
OR HOME
29% Want to Know… Do You Have a Stellar Reputation?
19% 19% Want Advanced Technology for Faster Service and Better Care
18% Care About Your Credentials
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%
You Are All Fighting For Limited Resources
IF YOUR COMPETITION DOESN’T DO
ALL THAT, AND YOU DO, THERE’S YOUR
USP.
BUT IF THEY DO…WHAT
ELSE SETS YOU APART?
A DENTIST IS A DENTIST IS A DENTIST
We listen (I would hope so)
Advanced training (too vague)
High quality care (undefinable)
Great customer service (commodity)
Gentle touch (If you don’t I’m not coming back)
THIS DOES NOT MAKE YOU UNIQUE
Sure, whatever…
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 as a reliable, trustworthy company
AUTHENTICITY
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
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
PATIENTS’ BIGGEST
PROBLEMS?
HOW DO WE MATCH UP?
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
WOMEN JUDGE
EVERYTHING
Use Their Insight For a Critique Board
Your Location
Is Your Sign Visible?
How Well Do You Handle
the Phone?
41% of patients want convenient or extended hours during the week
36% want weekend hours
7AM - 10AM & 3PM - 6PM
What’s the Parking Situation?
What’s Your First Impression?
How Are Patients Greeted?
How Is Money Handled?
Do You Have a Warm & Friendly Staff?
Do You Provide Post-Op Calls & Instructions?
How’s the Personal Hygiene of Team
& Doctor?
Does Your Smile Walk the Talk?
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!
CREATE LOYALTYFirst impressions are lasting impressions
Be unexpected
Give your team the freedom to fix any problem
Ask for referrals - and then recognize your patients when you get one!
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
WOW FACTORS Comfort menu
Free special event whitening (milestone birthdays, graduation, anniversaries)
Send birthday flowers to the office
Lip balm for long procedures
Free electric toothbrush or “White Baskets” for large restorative cases
Apology gifts
HOW CAN YOU ENHANCE YOUR NEW PATIENT EXPERIENCE?
Of Course, All of This Only Matters
If You Get Them Scheduled
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 callers do not leave a message when they reach voicemail.
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Hello?OF ALL CALLS ARE MISSED32%
40 New Patient Calls per Month
32% Missed Calls = 13 Patients
70% Appointment Conversion = 9
Average NP Value $1,500 x 9 Lost Patients
$13,500/Mo x 12 Mo = $162,000
SOLUTIONS
Reroute calls to the back office after 2-3 rings
Staff phones 7am - 7pm, 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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#3Conversion Skills THAT HELP
CALLERS TO…
YOUR CASES
Start Here
TRAIN YOUR TEAM
Front desk = sales professional
Always answer a question with a question
Who’s leading the call?
Be prepared to listen
Use a new patient form
Focus on the caller (The cone of silence!)
Be Focused
Words7%
Voice38% Body
55%
WHAT You Say Is Not Nearly As
Important as HOW You Say It
It’s Not Just About the Script!
THE GREETING
Answer with a smile in your voice
Introduce yourself & the practice
Ask for their name (write it down!)
Ask for the referral source
Ask how you can help
Be friendly, attentive and engagedUse the caller’s name Find a common connection Create value and credibility for the doctor / practiceExplain any procedures using layman’s terms
BUILD RAPPORT
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THE CLOSE
Be aware of offers and terms
Do not quote fees
Overcome objections
Ask for the appointment
Set expectations
Establish confirmation protocol
Do you have any questions?
Avoid…I Can’t
I Should
I’ll Try
No Problem
Let Me See
Maybe
I’ll Have to Check
Instead, say…I Can
I Will
I’m Happy To
Absolutely It Would Be My Pleasure
You Bet!
QUESTIONS & 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 Invisalign?
A: Can you tell me why you think you need braces?
Q: Well, my front teeth are crooked and it’s really embarrassing for me to talk to clients this way.
A: I completely understand; your smile is such a critical part of how the world sees you. Luckily, Dr. Winans is a certified Invisalign provider. You’re going to love how we can straighten your teeth without metal! Let me do something for you - I’m going to get you scheduled for a no-charge consultation. Do you prefer morning or afternoon appointments?
THE DEMONSTRATION CLOSE
Q: I don’t like my yellow teeth. How much do you charge for whitening?
A: Mary, you are going to love how quickly our professional laser whitening can change your smile. It’s SO fast! Are you in front of your computer? If you go to our website, I can show you some of the whitening cases Dr. Winans has done; 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. Let’s get you in for a quick consult. How’s Monday at 9?
You’re going to LOVE Dr. Winans!
Here’s what you can expect
Let’s do this… (don’t ask, TELL)
KEY PHRASES
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Branding
Branding is the
Emotional Response
that a Company
Evokes in a
Customer
Sugar FixSmile Savers
Dr. Larry WinansLawrence J. Winans DMD FACD, MAGD, PA
Nike
Milk
The Marines
GIVE CONSUMERS A LITTLE CREDIT
GET SOME PERSPECTIVE
CONSIDERATIONS
How will it look:
Embroidered on scrubs?
At a distance on a sign?
Printed on statements and forms?
Will it get used vertically or horizontally the most?
Can you use the icon independently from the practice name?
BRAND CONSISTENCYSignage
NP Packet/Brochure
Electronic Communications
Email Signatures
Social Media
Internet
Online Reputation
Website
Social Media
Signage
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 an 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?
45%Poor quality
of work
40%
You Don’t Take My Insurance
38%
You’ve Lost My Trust
33%
Your Fees Are Too High
32%
Poor Chairside Manner
30%
Your Staff is Not Friendly
27%
You Are Not Gentle!
23%
Too Hard to Get In
22%
Location
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
Pain
Timeliness
How you treat patients
Cleanliness of the office
Making care affordable
Constant & Never Ending Improvement
Promotional specials
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?
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REACTIVATIONThey loved you once…
of patients not seen in at least 9 months
will go inactive
See Ya!
65%
We’ve missedyour smile.
ONE MAILING. 38 CALLS
13 Calls in Month Two. 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?
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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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?
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REFERRAL MARKETING
of patients solicit personal recommendations from family, friends, and co-workers
84%
Why Do We Refer?
Exclusivity
Connection
Social Currency
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
Lunch and learns
Personal follow up calls with the referring doctor
You expect a specialist to court you. They deserve the same.
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?
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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?Premiered March 2012
$4,500 total production cost
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 MEN58% 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 (Pandora!!!)
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?
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LUNCH
WHAT YOU’VE ALL BEEN WAITING FOR…How to Untangle the Web
38% WANT TO SEE
AN INFORMATIVE, UP-TO-DATE WEBSITE
WEBSITE DEVELOPMENTCMS
Responsive design
Fixed headers
Custom content
Page load speed
Know Your Target
Build With Responsive Design
Be Authentic
Make Your Contact Info Easy to Find
What’s Your Call to Action?
43% Want To Request Appointments Online
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/
WEBSITE CONTENTWrite for people, not search engines
Only original, unique content
Be honest and authentic
Use social proof
Include videos (we are lazy!)
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
Consumers are 64-85% More Likely To Buy After Watching a Video
- Kissmetrics
Today’s Patients
WANT A DENTIST THEY CAN TRUST
How to Get Reviews on Google, Yelp, Facebook and More
REPUTATION MONITORING
CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / Free Tools / Check my Business Listing
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CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / Free Tools / Check my Business Listing
Claim your listings RECORD YOUR LOGIN & PW!
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CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / Free Tools / Check my Business Listing
Claim your listings RECORD YOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
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CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / Free Tools / Check my Business Listing
Claim your listings RECORD YOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
Create NAP consistency across all listings
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CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / Free Tools / Check my Business Listing
Claim your listings RECORD YOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
Create NAP consistency across all listings
Check back for Zombie listings monthly
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GOOGLE ADWORDS
FOR WHEN YOU HAVE A SHOT IN
HELL AT RANKING
ORGANICALLY :)
GOOGLE DISPLAY ADS
ORGANIC VS. PPC
Organic Only Organic & Pay Per Click
15 Calls 39 Calls
Implant Text Ads Implant Display Ads
$3.79 - $4.52/click $.44 - $1.76/click
HOW DISPLAY WORKS
2MM publisher sites
Can show on desktop, mobile and apps
Uses contextual targeting via keywords & history
Brand reinforcement, pay for performance
LANDING PAGES
• Google quality score and click cost
• Don’t distract your visitor
• 20% problem / 20% solution / 60% proof
• Give me a reason to act now
You Tube
Google+
Be Socially Savvy
JUST DO IT…WHY?Increased brand recognition
53% of those who follow you socially are more loyal to your brand
It humanizes you
Supports SEO
Improved customer insights with comments, likes & shares
POSTING INSPIRATIONPatient milestones
Team events
Caption this!
Doctor hobbies / family / personal interests
Fill in the blank (_______ makes me smile in the morning!)
Inspirational quotes
Opinions (Should we open at 7am one day a week?)
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
3,700 Likes
4,500 Shares
60,600 Entries
64,100 Visits
$300 Prize
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)
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
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
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?
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THE CHECKLIST
Internal, External & Internet
What do you want to keep?
What do you want to improve?
What do you want to add?
PRIORITIZE!
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
Digital advertising costs - Adwords, social boosting or ads
Ongoing management - SEO, adwords, social media, reviews, hosting
Internal referral incentives / “sorry” gifts
Copy, design & production
“Value” of discounted services
Community festivals & giveaways
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?
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KNOW YOUR KPI’SNPO’s
NPA’s
Appointment Conversion Rate
NP Cancellations
NP No-Shows
Cost Per Lead
Revenue Per Lead
Case Acceptance Rate
ROI
Measure
Plan
Execute
Measure
Adjust
Measure
Rinse & Repeat
PERSON BY PERSON
CALL BY CALL
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
CELEBRATE YOUR WINS
GOOGLE ANALYTICS
CALCULATING ROI
Revenue / Marketing Cost = ROI
Revenue / Marketing Cost = ROI
CALCULATING ROI
Revenue - Marketing Cost
Marketing Cost= ROI
MEASURE MORE THAN JUST CALLS
Did it generate traffic?
Increase in-office inquiries?
Build awareness of your brand?
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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Any Questions?
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