Dental Marketing Mastery

What is the lifecycle of marketing a practice? Why do you often see competing dental practices side by side on the same street? In this episode, Mark and Howie explain all of this and more.

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• The importance of a wide-area analysis
• The ratio of potential patients to doctors every practice should seek
• Risk and dental marketing
• Different practice ownership scenarios
• Why do you see dozens of practices side by side?
• The correct budget allocation for a new practice
• How long to run your practice on this budget
• Call tracking and call management
• Staff training
• Applying budget properly

Who are you, or rather, how is your practice perceived? In this podcast, we highlight how you can affect this perception through your marketing and other efforts.

• The person at the grocery store
• Why people don't want to go the dentist in the first place
• Views depend on demographics
• The 50/50 split
• The deals trap
• "The cheap dentist in town"
• Corporate dentistry's effect on you
• Why "what should the offer be?" is NOT the question you want to ask
• The expenses of rebranding
• The right mix of messaging
• How to promote multiple services and avoid the niche trap
• Using your website effectively

In this episode of Dental Marketing Mastery, we run through an example marketing plan we did for a multi-specialty practice.

Podcast Highlights

• Setting the marketing foundation
• Specialists
• Dealing with a capacity increase
• Getting this practice to the "next level"
• Magazines for a specialized audience
• Hitting the top 20% of the market
• Trifolds, Magazines, and multi-niche advertising
• Setting up online scheduling and review management
• Setting up lead capture and appointment capture
• How to promote both the practice AND its niches
• Marketing as a specialist

In this episode of Dental Marketing Mastery, we answer a few questions we received and give a special announcement.

Podcast Highlights:

We just attended the "Get it Done Weekend" and it was great! It is a great place for dentists to get all of their requirements done in one day.

How Do I Defend Against Illegitimate Reviews?

• Practice Management and Marketing
• What the web surfer sees
• Who leaves illegitimate reviews?
• The amount of positive reviews it takes to counterbalance these bad reviews
• How to get more reviews
• How do you respond to bad reviews?

Is All Mail Dead?

• No way!
• Statistics on mail
• Are you using clipper? A value pack?
• The difference between good mail and bad mail (hint: It's price incentives)
• Which mail mediums are out?
• The bell curve when some mail mediums become ineffective
• What's the ROI on good mail?

How Often Should I Email Patients? I Don't Want to be a Spammer!

• Separating what is promotional vs. what is internal
• Newsletters vs. confirmations or recalls
• The magic number is 4
• Saying as much as you can
• Promoting one thing at a time
• Your mail formula for the next 2 years
• Effective landing page use
• NPI Concierge

Announcement: The ADA

• We will be at the ADA!
• October 19-23
• Atlanta, Georgia
• We have a surprise for you!

We take you through the decision-making process that a potential new customer will go through before they finally book an appointment with your practice.

Free Marketing Plan from New Patients Inc.: https://goo.gl/9YVCbM 

Podcast Highlights:

• How reviews and reputation management affect online AND offline performance
• Googling pizza as an exercise
• The psychology behind clicking on search results
• Avoiding the "train wreck" companies
• How consumers JUSTIFY the dentist they choose
• What a 2.8 star rating means vs. a 4.8 star rating
• Offline advertising
• The 5.0: good or bad?
• The decision-making process behind websites
• Converting website visitors to phone calls
• The important of convenience and online scheduling
• Why 20% of phone calls are missed... and how to prevent it
• How to take away borders from decision making
• How to get a 7pm Sunday Evening caller turned into a patient
• The impact of software on your website

In this episode of Dental Marketing Mastery, we discuss the importance of combining your online and offline marketing efforts.

Podcast Highlights:

• The problem with putting all of your eggs into one basket
• Offline advertising's effect on your online properties
• Over-allocating budget to a specific service you provide
• The expiration date on using PPC only
• Avoiding the "niche trap"
• Taking advantage of decreased competition in offline media
• Reallocating budget to drive more family patients
• Proper ad rotation strategies

How many patients are you losing? How do you know? How do you keep them? We answer all of these questions in our podcast.

Podcast Highlights:

• Promoting conveniences and technologies
• "If your offer is your best foot forward, you have no feet!"
• How to measure New Patients vs. Overdue Patients
• How to see if your practice is trending up or down
• How to stop losing patients
• Are you pre-appointing too many people?
• How to sort patients
• How to reward reliable patients
• How to create reliable patients
• Closing the back door with scheduling conveniences
• How to not create your own mess

In this episode of Dental Marketing Mastery, we interview the CEO of LocalMed®, Keith English. We discuss why real time online scheduling is becoming the “hot new marketing tool” in dentistry, and why you and the team should embrace it without fear.

In this episode of Dental Marketing Mastery, we discuss three more commitments every dentist can make to improve their practice.

Understand ROI

• What is exponential ROI?
• The problem with measuring in only 30 day increments
• Tracking first year production
• Projecting ROI
• The problem with measuring first line responders
• Secondary and tertiary responders

Keeping the Back Door Closed

• The pitfalls of being a new patient junkie
• Keeping existing patients
• Practice Analysis Worksheet: email [email protected] to receive it

Commit to Capacity

• The number of days that a patient will wait to see you
• How to reduce patient no shows
• Asking yourself, "If a new patient called today, what's the earliest I could see him or her?"

How do you best ask your patients for referrals? How do you reward them, and how do you create incentives to do so?

Podcast Highlights

• The importance of internal promotions
• Avoiding the state board
• Types of relationships
• Transactional Relationships
• Social relationships
• "Predictably Irrational"
• Why you don't give your mother in law $300 for cooking dinner
• Making patient relationships social
• Receiving a gift when expected vs. when it's unexpected
• Incentives
• When is the best time to offer incentives?
• The two halves of the dental market
• Transactional customers vs. social customers