Dental Marketing Mastery

Our 100th podcast! In this episode, we go over an important question: when should you focus on niche dentistry, and when should you not? Is it possible to over-niche? How does the state of dentistry, your budget, and your capacity affect this decision?

Podcast Highlights:

• How to keep marketing momentum
• Over-niching
• Budget allocation
• Handling capacity
• Operatories
• Review gating

In our final installment of "Top 10 Ways To Destroy Your Advertising Results," we go over the issues with dictating your own strategy, not recognizing your own marketable attributes, not fully utilizing all marketing channels, and letting personal taste dictate your marketing.

#7: Dictating Your Own Strategy

• Ancillary information vs. statistics
• Consumer research, testing, and strategy

#8: Not Recognizing Marketable Attributes

• Prioritizing services
• Conveniences!
• Technologies
• Public relations assets

#9: Believing Offline Promotion is Dead

• Offline drives online
• Mail: the dark horse

#10: Personal Taste

• What works vs. what you like
• Looks vs. results

We continue our discussion of the top 10 ways to destroy your advertising results in part 2! In this episode, we discuss treating your practice like a business, budgeting, allocating marketing responsibilities, and market demographics.

#4 Not Treating the Practice Like A Business

• Not having a budget
• What percentage of your practice revenue should go into marketing?
• Budgets: spending limitation, NOT a promissory note
• Not being consistent with marketing

#5 Having Multiple Companies Handle Your Marketing

• Which assets belong to who?
• Having 5 companies for your marketing?
• Online scheduling, reputation management
• Driving yourself crazy!
• Not working thematically

#6 Promoting to the Wrong Half of the Market

• Defining the right half of the market
• Short-term patients vs. long term patients
• The difference between a shopper and good quality
• Getting caught in the volume game
• Kissing a lot of frogs to find a prince
• Becoming the “cheap dentist” in town
• Competing with corporate offices

A top 10? From us? Yep! In this episode of Dental Marketing Mastery, we answer the question, "what tanks your marketing?" We then discuss understanding data can help you set realistic expectations with your marketing and produce great results.

Podcast Highlights:

• Hello to our listeners from Australia!
• How do dentists get in the way of their own advertising results?
• #1: Expecting everything... TODAY (time)
  
  • Market penetration
  • "A 27 year overnight success!"
  • Understanding the marketing bell curve
  • How many impressions do you need to make?
• #2: Transparency with what works and what doesn't
  
  • Feelings vs. statistics
  • The start and stop mentality
  • Result tracking, call tracking
• #3: Having unrealistic expectations
  
  • How to set realistic expectations with data
  • Understanding market penetration
  • Quality of patients vs. quantity of patients

Continuing our series on promoting niche dentistry, we go over Invisalign® and Six Month Smiles®. What message do you send? Who is your target market? Why? In this episode, we show you how to communicate these services and give tips on executing these campaigns.

Podcast Highlights

• Invisalign® – a different beast
• Email [email protected] if you have questions
• Convincing the public why you’re the right Invisalign® provider
• Which crowd wants Invisalign®?
• How do you promote Invisalign®?
• Making first impressions
• Making appointments convenient for patients
• Veneers
• Making instant orthodontics easy to explain
• Good dental marketing makes patients ask more than “do you take my insurance?” 
• Communicating 6 month smiles
• Starting with existing patients
• When patients don’t know what you don’t tell them
• Search Engine Marketing
• Landing Pages
• Complimentary Offers

Promoting sleep apnea treatment means sending the right message and tailoring that message to your audience. In this episode of Dental Marketing Mastery, we discuss how to do so, and we go over a few marketing mediums you can utilize to create sleep apnea patients.

Podcast Highlights:

• What is the conversation starter?
• Getting the right partnerships
• Post cards?
• Sending the right message
• Google Adwords
• Humanizing the connection between dentist and potential new patient

We continue our discussion of promoting dental implants with part 2! In part 2, we go a little deeper into sending the right message, using Google Adwords, doing market research, and managing your campaigns.

Podcast Highlights:

• Sending the right message to consumers
• Avoiding before/after photos
• The challenges of promoting dental implants
• Correctly using pictures and testimonials
• Google AdWords for dental implants
• Knowing whether or not you are in a competitive market
• Utilizing the correct media types
• Who should manage these campaigns?
• Combining your practice’s marketable attributes with implants

How do you promote dental implants? Where do you start? What demographics do you go after? How do you frame your message? All this and more in our newest episode of Dental Marketing Mastery.

Podcast Highlights:

• Where to start
• Educational vignettes
• Benefit-based marketing
• Who are my captive audiences?
• Which statistics to measure before creating your campaign
• Combining implant niche with other niches
• Managing patient conceptions
• Managing the flow of new cases
• Organic growth from existing patient base
• Practice marketable attributes that help promote implants
• Marketing channels based on area
• The amount to spend on niche marketing

What is the difference between a request for an appointment, and an actual appointment? How has scheduling evolved over the years? How do you turn visitors into patients while avoiding common pitfalls? 

In this episode of Dental Marketing Mastery, we interview Lee Buzard, an NPI advisor and former practice owner, about his experiences.

Podcast Highlights:

• The old way appointments were scheduled
• Where do patients go if they cannot schedule?
• The percent of requests that end up in a chair
• The risks of taking shortcuts
• Real appointments vs. requests for appointments
• Onboarding new patients effectively
• Avoiding fake appointment requests
• Online scheduling done wrong
• The importance of email verification
• Appointment-creation redundancies
• Emergency patients

Have you found yourself in a great market? Well, you might not be alone! In this podcast, we explain what you should do if you're in a great market area, how to approach it, and how to get a hold of it before your competitors do.

Podcast Highlights:

• Are you really in an untapped market?

• Understanding your doctor to patient ratio

• What to do the first 2 years of dental advertising

• Capturing the market before others do

• Setting your marketing foundation

• Delivering the right message

• Building marketing like a home

• Picking the right marketing firm the first time

• Avoiding the “try this, try that” mentality