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Xaña Winans, President
Golden Proportions Marketing
From First Call to Closing the Case
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Brand Building
• Branding
• Signage/Location
• Magazines
• Newspaper
• Radio
• Television
• Direct Mail
• Billboards
• Public Relations
• Web Search
• PPC
• Web Display Ads
• Community Presence
• Reputation/Word of
Mouth
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More than a logo, it’s your …
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Brand Development
• A Brand… – Is more than a logo
– Is an extension of yourself
– Speaks for you when you cannot
– Is communicated through written, verbal and visual communication
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• Greensburg Family Dentistry • Carolina Smile Center • Floss • Smile Savers • Dr. Larry Winans • Dr. Lawrence J Winans, DMD, FACD, MAGD, PC
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Your Branding Statement
A literal statement of your USP,
often your tag line:
• Your smile means the world to us
• We’re known for our smiles
• The thing about us is…we’re all about you!
• The difference is the dentistry
• Changing lives one smile at a time
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Your Logo
• Styles can be: – Textual
– Geographic/Nature
– Artistic – Abstract
– Classic/Elegant
– Contemporary/Tech
• But it should not be this…
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How Does This Logo Make You Different From Any Other Dentist?
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If you MUST have a molar in your logo…
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Does Your Brand Match Their Expectations?
• Communicates an image before they
walk in the door.
• Am I in the right place?
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Want Patients To Assimilate With
Your Brand?
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Signage and Location
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Location, Location, Location
• 80% of patients come from a 5-6 mile
radius.
• How dense is the competition?
• BEFORE YOU MOVE!
Research population growth and
demographics (CLRSearch.com)
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One of 100
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Work-Live Retail Space
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Home or Office?
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Before…
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Before You Invest in Signage
• Research municipal regulations
• Size and height determined by zoning
• Visible at 75 yards in either direction
• Directionally lit at night, on timers
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Is Print
Really Dead?
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It’s ALIVE!
• Long term tangibility
• Perceived credibility
• Less competition for advertisers
• Visual medium for a visual product
• Reader actively engaged with the media
• Loyal audience
• Higher message retention rate
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Center for Media Research
Eye tracking software determined:
• A full-page, four-color magazine ad had 83% of the value of a 30-second television commercial.
• A typical Internet banner ad had 16% of the value of a 30-second television commercial
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Do You Trust the Advertiser?
0%
10%
20%
30%
40%
50%
60%
70%
Print TV Internet
Trusted Media
VTT
Research,
March 2013
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Reputation…or Action?
• Branding Ads
– Best in lifestyle magazines
– Build awareness of your services and quality
• Action Ads
– Best for newspapers or weekly publications
– Quickly draws the reader to action
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More Than Magazines
• Newspaper – Dailies, Local Weeklies
• Magazines – Lifestyle, Health
• Arts Programs
• Church Bulletins
• New Movers Guides
• Yearbooks
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RADIO SPOTS
The Theater of the Mind
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• Radio reaches 95% of all Men & Women Ages 35-64
• Targets affluent adults: 94.7% from 75K+ HHI listen 2.5 hours each day.
• Average person listens to 14.5 hours of radio a week
• 75% listen every day, 94% every week
• Intrusive medium with a highly targeted reach
• Radio sells everywhere – car, work, home, beach, office, online.
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Go Beyond FM
• AM – Sports and News
• NPR Sponsorships
• Online – the new “listen at work”
• Sirius XM – 25m subscribers, national only
• Itunes Radio – 20m listeners, national only
• Pandora – 76.2m listeners with highly
targeted local advertising
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Script Tips
• Write from the first person perspective to help create an emotional connection
• Write for the ear and the eye – use sound effects to help people “see” the product
• Offer a landmark/point of reference for your location
• Direct listeners to your website and spell out complicated web address
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Make A Movie in Their Minds
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Get Personal
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Live Reads and Talent
• Live reads insinuate personal endorsement – PR value
• Costs more but can be worth it
• Canned reads from on-air talent get lost with everything else they record
• Mix in with your personal recordings
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When to Run Radio
• 60% of adults 35-64 listen in the car
• Run spots when you are open or direct
office phone to a cell
• News/Weather sponsorships limit channel
surfing
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TV COMMERCIALS
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The Script
• 45 words to a :30 spot
• You’ve got 50% of their attention.
BE INTRUSIVE
• Tell a story!
• KISS. This is not yellow pages.
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Make it Relatable
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DIRECT MAIL
You Hate It at Home,
You’ll Love It At the Office
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The Powerhouse of
Practice Marketing
• Highly targeted audience
• Excellent for expensive metropolitan
markets
• Good format for more detailed
information – educate about a new
product
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42%
38%
35%
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List Offer
Creative
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Saturation or Targeting?
Age – Income – Education - Home Value
Interests – Zip Code or Radius - Children
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30% • If you don’t have an offer, don’t go to the
mailbox
• FREE is better than a discount
• Screenings are better than a consultation
• Don’t bury the offer
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10%
Message
Design
Creativity
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It’s Called DIRECT for a Reason
• Short paragraphs, short words (5 letters or less)
• Don’t waste time with warm up copy
• Use bullets, bold and italics – people SKIM
• Tell the reader something he already knows to
show you understand them
• Dramatize the value of the product
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It’s Not About What YOU Think Is Important
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It’s About Solving THEIR Problems
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You Have a Nano-Second
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“Okay, so we got another phone call today from someone who received the postcard.
The first thing he asked was whether or not we are contracted with his dental insurance, and unfortunately, we are not. He said this is a really big deal to him because he doesn't want to go to someone who is out-of-network.
He asked a few more questions, and he hemmed and hawed awhile, and finally he said, "You know what? I guess I don't care if you're out-of-network. I just really liked that postcard. That was really good. Go ahead and schedule me!"
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Patience Is A Virtue
• 1% AFTER 4-6 x mailing
• 9-12 months to see true results
• Patients hang onto materials until they
are ready.
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Direct Mail Alternatives
• New Movers Mailings
• Newspaper Inserts
• Newsletters
• Shared Mail
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Public Relations and the Art of the Spin
Public Relations & The Art of the Spin
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Some are born great. Some achieve greatness.
Some hire public relations officers. - Daniel Boorstin
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Building a Powerful Internet Presence
Xaña Winans, President Golden Proportions Marketing
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If you want to get KNOWN, you have to be found first.
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1. Place Page Signals
• Categories
• Keyword in
Business Title
• Proximity to
the searcher
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2. External Location Signals
• NAP Consistency
– Name
– Address
– Phone
• Citation Volume (Can be a mention,
not just links)
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3. On Page SEO
• Domain Age
• Title Tags
• Nap Consistency
• Domain Authority
• Keyword Usage
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Where Do I Find Title
Tags?
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4. Link Signals
• Inbound Anchor Text
• Linking Domain Authority
• Linking Domain Quality
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5. Review Signals
• Review Quantity
• Review Velocity
• Review Diversity
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They MUST be Good
Not Even In Contention…
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6. Social Signals
Fans, Followers, +1’s Fan/Follower Engagement
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Your Ideal Strategy Mix?
It Totally Depends…
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What Response Do You Want?
• Branding: TV, Magazines, Web, Social
• Action: Radio, TV, Newspaper, Direct
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What Size Market Are You In?
• Major Metro
• Small City
• Suburban
• Rural
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The 5 Rules of Successful Marketing
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1. Know Your Audience
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Words for Men
• Hierarchy
• Superior
• Advantage
• Exclusivity
• Respect
• Being Right
• Individual
• Self Reliant
• Autonomy
• Freedom
• Unique
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An Ad Built For A Man
Headline
Make Your Point
Body Copy
Build rapport by establishing status/superiority
Illustrate competitive advantages
Be BRIEF
Contact Info
Big, bold, easy to find
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Headline: Short
Body: • Superiority– “Celebrity
Dentist”
• Competitive Advantage
– “I’ll Make You A
Celebrity”
• Brief – 2 lines of copy
Contact Info: •Phone # is bold
•Web Address bottom right
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Words for Women
• Equality
• Fairness
• Friendship
• Inclusivity
• Trust
• Group
• Mutual Support
• Interaction
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An Ad Built For A Woman
• Headline – Engage me emotionally
• Image – I can relate to the model’s physical appearance
• Body Copy – Solve my problem/make my life easier
• Call to Action – Engage me in a conversation
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Reader
Benefit
Solves A
Problem I
Have
Call to
Action
Emotion
al
Benefit
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2. Find Your Voice
Experienced Expert Friendly and
Approachable
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3. Give People What They Want
• Time
• Comfort
• Money
• Popularity
• Praise
• Pride of Accomplishment
• Self Confidence
• Security
• Leisure
• Fun
• Prestige
• Enjoyment
• Health
• Better Appearance
• Exclusivity
• Envy
• Ego Gratification
• Business Advancement
• Social Advancement
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Help Them Avoid Something
• Embarrassment
• Offense to others
• Domination by others
• Loss of reputation
• Pain
• Criticism
• Risk
• Work
• Effort
• Discomfort
• Worry
• Doubt
• Guilt
• Boredom
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4. Be Specific. Be Focused. Be Crystal Clear.
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Name Blocked to Protect the Innocent
Who Is This Woman?
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5. Watch Your Language
• Forget the rules of grammar - write in the human vernacular
• Do something to provoke a response
• Use specifics – Specific Benefits
– Specific Price
– Specific Savings
– Specific Proof
– Specific Credentials
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Yale’s Top 12 Power Words
• Discovery
• Easy
• Guarantee
• Health
• Love
• Money
• New
• Proven
• Results
• Safety
• Save
• Your
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Likable Websites
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User Experience
Visual Design
Content Strategy
Interaction Design
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First Impressions Still Count
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#1 Site for “Chicago Dentist”
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#2 Site for “Chicago Dentist”
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Keep Brand Familiarity
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Put a Face on It
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Skimmable Content – 28% Read
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Go Right to the Benefits
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Write Like a Friend
“Hi, my name is Brett Taylor. If you're surfing the net looking for a new dental home, you need to know this is not your average dental practice, and I'm not your average dentist.
If you've got your heart set on visiting an average dentist (you know the type, grim expression, excess facial hair, and the men are worse) then you are not going to be happy with us. We’re different, and we’re happy being different.”
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Get Personal. And Personable.
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Where are you guys located?? I am deathly afraid of the dentist and I would love a little oral humor to lighten
things up!
Even though your office
is two hours away,
I think it might be worth the drive.
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Using Video Effectively
• Use click to play over auto-play videos
• Push videos to Facebook, Twitter
• Eblasts with Smile Reminder
• Add to landing pages
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• Welcome to our practice
• FAQ’s – How do I brush a baby’s gums?
– What’s the proper method to floss?
– How do I save a knocked out tooth?
• Patient testimonials – Use a comfortable setting, not the dental chair
– Feed them leading questions
– Under a minute
• Office tour
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AACD Member?
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Usable Navigation
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Are You Mobile?
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Mobile Friendly
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Mobile Optimized
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Responsive Design
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5 Questions Your Website Must Answer
1. What type of business is this? Not always as clear as you might think.
2. Is this practice a match for me? (Do your images match your target
audience or do you personally prefer
blonde college age girls???)
3. How is this practice different from other dentists?
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4. What are my next steps? Sign up for a newsletter
Read a blog
Buy a product
Schedule a consultation
5. Who else comes to this practice? Testimonials
Patient Photography
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Get Social.
Want to be Likable?
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Why is Social Networking so Popular?
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People are inherently curious and voyeuristic
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It’s incredibly easy to use
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But the Real Reason We Love It?
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• 30-40% of our daily conversations center around our own experiences.
• Yet, up to 80% of what we post on social media is about ourselves.
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Harvard Study, 2012
Participants were given the choice of:
Talking about themselves or
Listening to others judge their thoughts.
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An MRI showed that the act of self
disclosure lights up areas of the brain
associated with EATING and SEX.
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Participant’s pleasure centers lit up more when they were told
they had an audience.
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Participants enjoyed sharing about
themselves so much that they were willing to forego money for it.
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So Many Social Channels – Where Do You Start?
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Why Does Social Media Matter?
• People buy from people that they:
– KNOW
– LIKE
– TRUST
• Gives patients a glimpse of the “Man
Behind the Mask”
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What’s the Magic Formula?
• 3 informative, educational posts – link
to articles, infographics, videos
• 1-2 promotional posts – contest,
special offers
• 2-3 personal social posts
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Need a Few Ideas?
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• Holidays – What was your favorite Christmas present?
– What did you dress as for Halloween?
• Team Member of the Month – Favorite dental practice memory
– Last really good laugh and what was it about
– How do you spend your weekends?
• Get LOCAL! HS sports, 5K races, charity events
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• Smile Quotes
• Special “Days” – National Ice Cream Day
– Patient Day
– HolidayInsights.com (Bizarre & Unique Days)
• Financial Information – Insurance participation/how to maximize
– Care Credit – links to apply
– Invisalign for only $230/month
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• Charity Work – Mission trips
– Battered women smile makeovers
– Fee extraction days
• Dental Emergencies – Treating a knocked out tooth
– What to do with an abscess on the weekend
– Signs of an impacted wisdom tooth
• Classic Dental Videos – Bill Cosby
– David at the Dentist
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• Dental Anxiety – Don’t make the kids nervous
– Breathing/relaxation techniques
– Sedation options
• TMJ Pain – What causes it – Signs and symptoms
– How to treat it
• Cancer and Dentistry
• Pregnancy and Dentistry
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• Blog Posts – link to your website’s blog
• Dental care for pets
• Awards and accreditations
• Guess the celebrity smile
• Foods and recipes for healthy smiles
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In Other Words…
e Lighten Up!
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#4 Answer the Phone First Impressions Count
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Do your patients always reach a live body?
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• When calling a business during office
hours in response to marketing:
more than half of people will not
leave a message on voicemail.
• 8% annual drop in people leaving
voicemails from July 2011 to July 2012 -
Vonage
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When they do reach your office, what do they hear?
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DR’S OFFICE, WHAT DO YOU WANT???
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Dr. Miller’s, Can I
Help You?
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It’s a great day at Dr. Miller’s office, this is Jenny, how can I make you smile today?
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You Certainly Called the Right Place!
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What You Need is Exactly What We Do
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You’re Going to Love Dr. Miller!
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Let’s Get You Set Up…
Don’t ask –
just state your next step
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Caller Conversion Skills
• Bond with the caller/establish rapport
• Stay engaged/don’t prepare answers in advance
• Build value/reinforce their decision to call your office
• Avoid quoting fees over the phone
• Never answer just “Yes” or “No” – Think Yes AND…
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Teach Your Team to Say YES!!!
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Be Accessible
• Take calls during lunch – team can rotate days
• Answering service (please test them!)
• Forward calls when you are not in the office during SOCIETY’s normal business hours.
Mon – Fri
7a – 6p
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On Hold
• #1 Patient complaint is SILENCE
• Captive audience!
• How often should you update?
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The Script
• Highlight your strengths – awards, training, technology
• Offer a call to action
• Provide the most basic details – Web address
– Hours
– Fax/Email
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Put the Power of Testimonials to Work for You
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Testimonials Start Here
• Be Positive
• Be Passionate
• Be Genuine
• Be Kind
• Be Humble
• Listen
• Compliment Others First
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TRUST - Do you have it?
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Trust Comes From…
• Keeping promises
• Honoring the work (within reason)
• Authenticity in message and action
• Educating patients
• Caring service
• A culture of respect
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AN EROSION OF TRUST
• The hygienist conducts the exam and the
dentist breezes in and out
• Preventative treatment isn’t necessary
• Dentist recommendations are only
“suggestions” with minimal consequences if
ignored for several years
• Dentists base decisions on finances rather
than patients’ health care needs
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HOW DO YOU ENGENDER TRUST?
• Regular and open communication with
patients and prospects
• Ensuring that front desk teams are trained to
confidently answer questions and reinforce
the expertise of the doctor
• Trust is built over time, so keep your name
consistently in front of patients
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10 LIKELY DISSATISFIERS
1. Using technical language or jargon
2. Having a condescending tone, attitude
3. Long monologues without a break to include their questions or concerns
4. Not taking care of their insurance and helping them understand it all
5. Jumping into a treatment plan without building rapport and knowing “who” they are
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6. Keeping them waiting past 10 minutes
7. Lack of enthusiasm or emotion in your presentation
8. Not having a time and private place to discuss financial options
9. Overbearing or pushy doctor or staff
10.Not taking care of their chief complaint first
Courtesy Jameson Management
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The New Patient Experience
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• Pre first visit calls
• How do you greet new patients?
• Check in with patients during their
procedure to ensure comfort
• Create the WOW experience!
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• Women care about the details!
• Large procedures: – Movies, blankets, snacks
– Detail a patient’s car
– Celebratory white basket
• Small procedures: – Ask about family/personal connection
– Hot towels, pillows
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Fulfilled (and Unfulfilled) Expectations of Trust Turn Into…Reviews
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You’re Only As Good As Other People Think You Are
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Think Reviews Don’t Matter?
• 75% of reviews posted on review websites
are positive.
• 95% of unhappy customers will return if an
issue is resolved quickly and efficiently.
• 71% agree that consumer reviews make
them more comfortable that they are
buying the right product/service
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• 70% of people consult reviews/ratings
before purchasing.
• People are 63% more likely to
purchase a product from a site if it has
product ratings and reviews.
• Customer reviews create a 74%
increase in product conversion
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90% of Consumers Say Online Reviews Influence Buying Decisions
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80% of Shoppers Change a Purchase Decision Based on Negative Reviews
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Who Would You Call?
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Negative Reviews?
1. Call the patient, solve their problem and ask them to remove the review.
2. Write a public response to the review
3. Get 10x as many positive reviews published
4. If not your patient, ask Google to remove it
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So Many Review Sites, So Little Time
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Patient Photo Shoots
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Inviting The Patients
• Butter them up – these patients have avoided the camera for a lifetime!
• “Sell” the professional photographer and makeup artist – fun day for all involved
• Explain how you will use the shots
• Give a portrait or gift as a thank you
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Most of your
patients are
NOT
supermodels!
(This is a
good thing!)
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Don’t let
patients
do their
own
makeup!
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Natural
makeup
leaves
the focus
on the
teeth
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Booking The Shooter
• $1,000 - $2,000 per day for an 8 hour day
• Commercial shoot with lifetime buyout of all shots
• Each patient will have 2-3 location / wardrobe changes
• Additional fees for assistants?
• Ask for all high res images on DVD
• Recommendations on location?
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Which images offer a greater emotional appeal?
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Real Patients, Real Testimonials
• Interview – Motivation for Care
– Experience with Your Practice
– After Effects of Treatment
– Why Do You Love the Dr?
• Professionally write and get patient approval
• Get video testimonials at the same time
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Reveal Party:
Unveil portraits
and have
patients
autograph
their images
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Not Ready to Shoot Your
Patients?
You Can Still Promote Dentistry
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Want to Trigger a Trial?
Sweeten the Deal
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People Want Anything That…
• Reduces risk/avoids loss
• Increases perceived value
• Solves a problem
• Creates exclusivity
• Gives them a competitive advantage
• Gives them something they don’t have
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Tried and Tested Offers
• New Patient Special
• Free Whitening “with” Purchase
• Free Implant/Cosmetic/Denture Consultation
• $1,000 off Invisalign
• 0% Interest Financing
• Free Sonicare for all New Patients
• Free Report/Special Information
• Guarantees and Warranties
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Create Scarcity
• Limited Quantity
– First 25 callers
– Fees valid for first 15 Implant cases only
• Deadlines
– Offer expires January 31
– Offer expires in 30 days
• Special Qualifications
– New patients only
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The New Patient Packet
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Why Do I Need One?
• New patients › Establish expectations
› Build value for services
• Existing patients › Major case presentations
› Good for spouse/other decision maker
• Referral sources
• Manufacturers brochures promote them, not you
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BE AN EDUCATOR
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White Coat Syndrome
• Speaking – 125 words/minute
• Hearing – 400 words/minute
• 10 minute presentation – retain 50%
• 48 hours later – retain only 25%
Slow it down and make it visual
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• People buy what they understand
• Professional presentations tell patients
that you are a professional
• Create your own or use what you
already have - Casey, Guru, etc.
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Promote Financing Options
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• Offer in-office financing
• We accept all major credit cards
• Run a variety of finance plans to see who has the best deal – not accepted on one, but approved on another for something.
• Promote 0% financing – Website
– In Office Displays
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Approach Trends With Caution
• Sleep Apnea
• Cosmetics
• Implants
• Invisalign
• Implant Retained Dentures
• Lumineers
• Whitening
• Cerec
• Facelift Dentures
• Sedation
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The Risks and Rewards of Niche Dentistry
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Are You The…
• First?
• Only One in the Market?
• Most Experienced?
• Most Highly Trained?
OR
• Just an Also-Ran?
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Seek Balance
75%
Hygiene, Family, Crown
& Bridge, Dentures,
25%
Cosmetics, Implants, Sleep Apnea, Occlusion
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General
Niche
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Would You Please REPEAT That?
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Patient Retention
The average practice loses 50% of its
patient base every 5 years
– Appointment reminders
– E-newsletters
– Personal birthday wishes
– Social media management
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It costs 6–7 times more to acquire a
new customer than retain an existing
one
– Bain & Company
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A 2% increase in customer retention has
the same effect as decreasing costs by
10%
– Leading on the Edge of Chaos,
Emmet Murphy & Mark Murphy
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The probability of selling to an existing
customer is 60 – 70%. The probability of
selling to a new prospect is 5-20%
– Marketing Metrics
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E-Newsletters/Targeted E-Blasts
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Facebook is All About Engagement
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• 15 million business pages on Facebook
• Complex algorithms that help people
see what matters most
Your fans don’t see all your posts
• 96% of fans don’t go back to a
brand’s page after initial
engagement
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Edgerank
• An algorithm that measures:
– Affinity: how closely affiliated you are to that
follower. Interact more frequently with a
patient, get seen more often by that person.
– Weight of type of post: Photos, Videos, Text
– Time Decay: The older the post, the less
valuable
• Only 16% of your fans will see any given
post on average
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Go Beyond Basic Text
• Photo albums - 180% more
engagement
• Pictures – 120% more engagement
• Videos - 100% more engagement
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Emoticons
Hubspot reports that “something as simple as a smiley face emoticon in your post” can:
1. Increase likes by 57%
2. Increase comments by 33%
3. Increase shares by 32%
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Ask a Question
• If Dr. Winans’ life was a feature film, what would it be? (kick start with an answer)
• Dr. Miller wants to sponsor a local charity – which one should we help and why?
• True or False questions
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Posting Tip!
Write your question in a
“blank text” photo to get
more engagement and
higher visibility
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If money was not an
object, would you
prefer a white smile
or a straight smile?
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Share Good News
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Tell Me a Story…
• Tell a patient’s story in phases of
treatment
– Motivation to come see you
– Consult
– Prep
– Seat
– Life changing result
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Don’t Leave Them Hanging
• Respond immediately or same day
• Leave Facebook open – look for
notifications
• Reply as doctor for clinical posts, team
for social posts
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Refer: The Holy Grail of Marketing
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Why Do We Refer?
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Exclusivity
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Connection
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Social Currency
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Start With A System
• Practice how to ask for a referral naturally
• Incentivize your team
• Choose your targets each morning
• Use the two card system
• Review results daily/stay accountable
• Every referral gets a handwritten note
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Expand Awareness
• Add a “refer a friend” incentive button
to:
– Websites
– E-Newsletters
– Automated Patient Appointment Reminders
• Promote the program with:
– Printed newsletters
– Displays in partnering businesses
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Attention to Detail
• Don’t let a referral go by unnoticed
• Patient’s credibility is at stake – make the referred patient’s experience exceptional!
• Frequent referrers – go above and beyond! – Flowers to office
– Dinner out or Spa day
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Are you Referral Worthy?
Is Your Practice…
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Plain Vanilla?
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Or Something Worth Talking About?
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Celebrate Their Special Day
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Accountability
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Half the
Money I
Spend on
Advertising is
Wasted.
The Trouble is
I Don’t Know
Which Half. - John Wanamaker
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So Many Tracking Methods…
Offers Redeemed
Email Open/Click Rates
Facebook Insights
Google Analytics
Forwarding URL’s
Tracking Phone Numbers
May I Ask How You Heard About Us?
(Dig Deep!)
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Measure Reach and Engagement
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Analytics
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Google Analytics
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Content Rank
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Interpreting the Data
• Total Leads by Referral Source
• Total Appointments by Referral Source
• Case Acceptance Rates
• Calculate your: – Call to appointment conversion
– Treatment plan acceptance rate
– Cost per new patient – Marketing source ROI
What do you need to work on?
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What’s My ROI?
Gross Profit – Marketing Cost
Marketing Cost
23 Patients: $50,000 production - $10,000 lab = $40,000 GROSS PROFIT
TV Production ($2,000) and Media ($8,000) = $10,000 MARKETING COST
$40,000 - $10,000 = 3 : 1 ROI
$10,000
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And Remember…
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Your Practice Will Not Grow By Web Alone
Search is only part of the game
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Great Rank, Average Traffic
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Great Rank, Excellent Traffic
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Good Rank, Amazing Traffic
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What Did You Learn Today?
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Don’t Know Where to Start?
GPM’s Marketing Diagnostic
and Treatment Plan: $1,000
VAGD Members SAVE $500
(Exp. 2/28/14)
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866-590-4476 [email protected]