Dental Marketing Mastery

In this episode of Dental Marketing Mastery, we discuss call tracking ROI. Why is it important? How do you get the actual numbers?

Podcast highlights:

• Do patients lie to you?
• "We don't need call tracking"
• Gaining actual insight into patient sources
• What is the EXACT source of a new patient?
• Call tracking budget
• Listening to calls
• Dealing with staff pushback on call tracking
• Increase ROI for less than a penny
• Evolving systems and communication
• ROI ancestry trees

Mark and Howie discuss the value gap in dentistry. What is it? Which moms respond to advertising that doesn't rely on a price incentive? If they don't respond to price, what WILL they respond to?

Podcast Highlights:

• What is your target demographic interested in?
• How is your target market learning about dentistry?
• Cable TV's value gap and how it relates to dentistry
• What do dentists believe is the value gap? Why is this wrong?
• Will moms ask if you are a good dentist? Not exactly. So how do you let them know?
• The value gap and why dentists are not changing the narrative
• What is the consumer supposed to think about other than price?
• Patients only ask about price and insurance because it is the only question they KNOW to ask. How do you change this?
• What if 80% of your patient's questions had nothing to do with price?
• Website creation guide
• Fighting the commoditization of dentistry
• Why dentistry is NOT a refrigerator!

In this episode of Dental Marketing Mastery, Mark and Howie talk about the one thing that can make or break your advertising: design.

Podcast highlights:

• Proper margins, fonts, graphics, picture density, size
• What will customers say? Does it matter?
• What are the professional standards that should be met?
• The design philosophy that has worked for us for the past 26 years
• How to incorporate benefit-driven design into your advertising
• Incorporating emotional concepts
• Making the most of your marketable attributes
• How to properly rotate ads
• Design 101 vs. Dentistry design
• The importance of teasers
• Logos -- how important are they really?

In this episode of Dental Marketing Mastery, we discuss the importance of design, our philosophies on design, and what has worked for our clients over the years.

Podcast Highlights:

• The importance of fonts, size, graphics, picture density, word density, and size
• What do professional standards mean?
• Why everyone has an idea of what is a good ad
• Utilizing benefit-driven design
• The importance of emotional concepts
• Design as it relates to marketing medium
• Ad rotation
• Logos: are they as important as you think they are?

What makes a good website? What should you do when it comes to things such as hosting? What shouldn't you do? In this episode of Dental Marketing Mastery, Mark and Howie explain.

Podcast Highlights

• Ownership of your site's domain
• The page most moms will visit
• The importance of your "meet the dentist" page
• How to properly do a "meet the dentist" page
• What to highlight, how to be approachable
• How to do a personal video
• Services: Which ones are important?
• How to appropriately mention pricing
• How to display technology and conveniences
• Social media and SEO
• The importance of attracting vs. educating
• Why your site shouldn't be a dental journal
• Show off your operatory? No way!
• How much should you invest into your website?

In this episode of Dental Marketing Mastery, we go over the best practices for Pre-appointing Hygiene, what costly mistakes are made, how to categorize your best customers, and more.

Podcast Highlights:

• The black plague of dentistry: pre-appointing everyone in hygiene!
• The fantasy of pre-appointing versus the reality of who will show up
• How if you can't get them in within 8 days, your chances of them coming in drop drastically
• How to make your hygienist's life easier
• The types of customers who will show up for hygiene and the types who won't
• How do you pre-appoint?
• How to reward your great patients
• Categorizing patients who don't show up, and how to get them in down the road
• The best appointment slots for patients in category A vs. those in categories B and C

In this episode of Dental Marketing Mastery, Mark and Howie continue their discussion of common mistakes they see Dentists make when marketing their practice. This episode focuses on custom vs. cookie-cutter advertising.

Podcast Highlights:

• Understanding how your promotions look and sound
• Is originality preferable to something that isn't?
• Left brained and right brained dentists
• Why going with something new is not an ad campaign... it's a test
• Why cookie cutter does not mean bad, and original does not mean good
• The right amount of customization in an ad
• How most practices don't have the time or money to do testing
• The battle is NOT cookie cutter vs. customized
• The power of templates
• Evidence-based dental marketing
• how the population perceives your practice based on its marketing

In this episode of Dental Marketing Mastery, Mark and Howie continue their discussion of mistakes that Dentists often make when marketing their practice. 

Podcast Highlights:

• Why using what you "like" can be an expensive pitfall.
• Taking input from non-professional sources on your marketing.
• Realizing that what you "like" and what works can be completely different things.
• What really matters is RESPONSE!
• Using individual, subjective judgements when making media decisions.
• Focusing too much on price incentives.
• The learning curve of marketing your practice.
• What dentists like to advertise is different than what consumers like.
• How marketable is your practice? You can find out by downloading our marketable attributes scorecard at www.dentalwebcontent.com
• Marketing services makes sense. Except it doesn't.
• Consumers care more about conveniences than services.
• How to properly advertise technology. 
• Collecting data about what works.

Are you making some of these mistakes when it comes to marketing your practice? 

Podcast Highlights:

Mistake 1: Not calculating or adhering to a marketing budget.

• Definition of a budget.
• Percentage of revenues that should be dedicated to marketing.
• An example practice and its marketing spend

Mistake 2: Starting and stopping

• The value of staying consistent.
• Under and overspending.
• What to do when your practice is doing well.
• How peaks and valleys can be stressful.
• Slow and steady wins the race.

Mistake 3: Budget Allocation

• Not letting yourself be the dentist who has to work on a full set of veneers you didn't do.
• Which mediums to spend your budget on.

Mistake 4: Impatience

• Understanding that your practice's success depends on a ratio of dentists to population.
• How year 2 looks compared to year 1.

What are your passive and aggressive media types? Why do you need both? Mark and Howie explain in this episode of Dental Marketing Mastery.