Category: Dental Marketing

No Prize Required for Great Referrals

In states where it’s not banned, dentists often turn to incentive programs for referrals. While I’m not opposed to incentive programs, incentives for referrals isn’t necessarily a good marketing tactic. Word-of-mouth is the most effective and efficient way for dentists to get new patients. Referred patients have a good reputation for long-term retention, so providing an incentive to increase word-of-mouth among your exiting patients seems like a good idea, at least on the surface.

Have you ever referred a friend to a business – like a particular golf pro shop or gym? How does it make you feel to provide a friend with information on where to get the best service? For most of us, giving good advice and helping our friends feels rewarding. Our conscience says “good job” for being wise and informative. There’s no guilt because there’s no tangible referral incentive. Yes, incentives can actually keep people from making referrals because they feel bribed. Emotion plays a big role in word-of-mouth referrals.

How to Ask for Referrals
There are alternatives to incentive programs. You can boost referrals very easily by asking for them. If you know that your team is friendly, helpful, and provide superior service to your patients, you should not feel guilty asking for referrals. Here’s a script to help you. Read More

Top 10 Blog Ideas for Dentists

This morning, Hubspot sent me an email with a guide to spotting bad SEO. In it, buyers were told to beware of ten specific tactics, three of which relate to writing. I strongly agree with all three. So, to blogging dentists, I want to reiterate these points before going into blog topics.

Now, as for blog fodder, blogs should be kept short and sweet. Along that vein, here are 10 effective concepts magazine and blog writers often use for creating great content. You can incorporate these same ideas into your dental blogs.

  1. Top Ten – Everyone wants a quick, worthwhile read. The Top Ten format makes life easier for both blogger and reader. Coming up with 10 reasons, tricks, or tips on the same topic is not difficult. The list you’re reading is a prime example. Listing is also quick for the writer. To the reader, a list can be scanned quickly, digested easily, and lists appeal to busy people. Here are a few Top Tens to get you started: Top Ten Whitening Systems; Top Ten Reasons People Choose Veneers; Top Ten Ways to Improve Heart Health.
  2. The Secret – Want to know a secret? Everyone does! Leverage that to your benefit when blogging. For example: The Secret to Lifelong Teeth Whitening; The Secret to Fresh Breath; The Secret to Keeping Teeth for Life.
  3. Real Stories – People love real stories — it’s like gossip, but without the guilt. Whether you use your own little anecdotes or patient testimonials, real stories are awesome. I remember reading one by a dental hygienist who talked about a little boy she treated and how he loved baseball. I remember that! In writing, we call this resonance. So, try to create blogs that resonate.
  4. Simple Information – What may seem obvious to you isn’t so clear to your potential readers. For instance, you know that crowns can be ceramic — and that porcelain and ceramic are synonyms. Your potential patients may not! Likewise, you know that mall kiosks that offer instant teeth whitening are not run by a dentist. Your potential patients may not! As you see patients today, ask if they knew these things. Read More

Focus on ROI: Internet Marketing that Works… and Doesn’t

Just like you keep up with dental technology, research, and techniques by reading industry journals, I make a point to read the latest information about Internet marketing, dental marketing, and marketing trends. For a long time now, I’ve blogged about social networking having poor return on investment (ROI). Sure, subscriptions and participation are free, but time is money, and to build a successful social networking presence, you must invest time. By successful, I mean a presence that has a following – not financial ROI.

In Entrepreneur Magazine online, an article titled “Finding Customers” tells us that social media is not bringing retailers many customers. A report by Forrester Research, “The State of Retailing Online 2011: Marketing, Social & Mobile” shows that retailers are not happy with the results of investing in social marketing, like Facebook and Twitter. Now I know dentists aren’t online retailers, but there is something to learn here. The benefits to social marketing are wrapped around improving brand awareness.

Just this week, I advised a wonderful client of mine that a custom Facebook page will look great, but it will not improve ROI. It may not bring any new patients to the practice. This does not mean that a custom Facebook page is a poor investment. You have to consider your goals. For a high-end cosmetic dental spa, brand awareness and perceived value of services is essential to maintaining high profits. In this case, a custom Facebook page may be well worth the monetary investment.

But if you’re looking for hard, cold cash as a return on your marketing investment, according to the aforementioned report, “A whopping 90 percent of online retailers said search-engine marketing was the most effective source used to acquire customers last year…” Well, that’s great news for dentists! Read More

Dentists as Experts In the Media

Does your dental practice website have a page that features published articles, news clips, and books published by your doctors and team members? If not, it should! We are in the process of compiling archives for our own “Media & Publications” page here on the MDPM website. See our new page here. Along with patient testimonials, a webpage touting your published works is a great adjunct to any online dental marketing strategy.

Do you dream of being the Dr. Oz of dentistry? One of the advantages of Internet marketing is that you can quickly position yourself (and your team members) as an expert in your field of expertise. Adding a page to your website is just one way to start sculpting your expert status.

In addition to sharing a sampling of your published works on your dental website, blogging can give you expert status. Whether the purpose of your dental practice blog is marketing through SEO or providing information to potential and current patients, there’s not any reason in the world that you can’t also leverage your blog to promote yourself as an expert. MDPM writes and posts optimized blogs for our clients. As an adjunct to our SEO-focused strategy, we encourage dentists to send us their own posts. We can then translate the submission into an optimized blog, as well as an article to submit to online distribution sources. The blog post may be picked up by a large publication, local newspaper, or (at the least) read by your potential patients.

To add more power to your post, MDPM can send the text in an email blast to current clients (you provide the email list). We can further enhance your exposure by developing a press release about your expertise and submit it to local news stations and publications.

Don’t be shy about your accolades. In the professional world, those accolades can build your future — only if they’re marketed properly.

For more information, call Jill at 972-781-8861 or email info@moderndentalmarketing.com.

What Sets Your Dental Office Apart?

I have asked this question thousands of times through the years: What sets your dental practice apart from others? Funny thing is, most dentists (if not all) say that one-on-one attention and customer service make their dental practice better.

“Better” is a bad word when discussing dentists. I know that you have a respected peer relationship with other dentists in your area. However, you’re a dentist and I’m a dental marketing expert. One of us has to consider your peers competition. Let it be me.

My point is, the attention and service your team provide to patients may be head and shoulders above your competitors’, but: A) no one will know until they become your patient; B) so the only time it matters is in word-of-mouth or testimonial marketing; C) surely there is something else that truly sets you apart – something measurable or tangible. Find it. Show it off.

Ask yourself:

  • What training and certifications do you have that others may not?
  • What experience do you have (even life, not career, experiences) that others do not?
  • What training and experiences do your team members have that others may not?
  • What technology does your office offer that others may not?
  • Do you have before and after photos or videos for your marketing?
  • Are your labs extraordinary, or do you have an in-office lab?
  • What conveniences do you offer? (parking, online forms, payment plans, kids’ play area, etc.)
  • What comforts do you offer? (anesthesia, sedation, ergonomic chairs, sunglasses, iPods, neck pillows, paraffin hand treatment, etc.) Read More

Should Dentists Use Patient Testimonials in Marketing?

According to NeilsenWire, 90% of people trust their friends’ recommendations for services and products. A shocking 70% of Americans trust recommendations they find online from people they may not even know. There are plenty of places to find recommendations online: YouTube, Yelp!, Twitter, Facebook, Google Places, DemandForce… the list goes on and on. These patient opinions on the Internet are indexed by search engines so that anyone can find them – and there’s not a thing you can do about it.

Positive testimonials are great, and in fact, today more than ever, dentists across the nation use testimonials in marketing. But are they supposed to?

I was recently asked this question by a client, and he mentioned that he’d heard some chatter on the issue lately. When I first began copywriting for dentists, writing websites and blogs years ago, one of the most important topics I investigated was the ADA’s guidelines for dental advertising, marketing, and promotions. In my career, I’ve seen a handful of dentists receive a letter from their state dental board stating that particular language or references must be taken off the dental practice website within 10 days. Now, I’ve never seen a dentist actually have his license suspended for an infraction, but it could happen. If you don’t want to get a warning from your state dental board, there are a few things you need to do.

First of all, contact your state dental board or go online and find the bylaws that address marketing and promotions. Most states adhere to the ADA’s guidelines, but some have added stipulations. For instance, in California, dentists cannot use the term “sleep dentistry.” Ohio, Georgia, and Texas are also known to have guidelines that extend beyond the ADA’s mandates.

When it comes to testimonials, all dentists should be very aware that they cannot: Read More

Investing in People is Investing in Business

What’s more precious, money or time? The correct answer is both. When Jill and I founded Modern Dental Practice Marketing, we decided that we would invest in people as part of our business. First, I’ll tell you what we’re doing and what we’ve learned, then I’ll give you some practical ways to get involved with– and get new patients from– your community.

MDPM is a proud sponsor of the North Texas Hispanic Dental Association, a local branch of the Hispanic Dental Association. We built and maintain the NTHDA blog, Facebook page, and newsletter. In addition, we volunteered at the NTHDA’s booth at the Southwest Dental Conference, and just last weekend, we lent a hand at Give Kids a Smile. The NTHDA is made up of a wonderful, dedicated, and very generous group of dental professionals who value people above all else.

MDPM is also involved with the North Texas Dental Association. Throughout 2011, we will publish the NTDA quarterly newsletters. We work with the North Texas Latin American Physicians Association and will soon become active in the American Academy Oral Systemic Health. Jill is looking forward to being on the board and membership committees of various philanthropic dental organizations this year, as well.

Sure, being a part of these organizations makes us feel great. We love helping people! It’s also a great investment in our business. We’re networking and building relationships with like-minded professionals who also value philanthropy.

What does this have to do with YOU? Well, let me ask you, how involved are you with your community? Sponsoring a sports team is great, but unless you go to the games and let the team (and fans) know who you are, it’s not a great investment. In this way, time is just as important as money.

There are essential marketing services you need, and your time is not required for these: website, blog, newsletter, print ads, radio, TV, etc. However, we are in Generation G, and you need to get on board. Gone are the days of writing a donation check and getting a good return in the office. Today, you have to engage, get involved, show your generosity in more ways than offering cold, hard cash.

I’ve spoken to many dentists who take on a charity dental case, but don’t advertise it. They’re afraid they’ll be inundated with people wanting free dentistry. And it can happen! Some dentists are involved in their church, but don’t allow that side of their life to cross over into their dental office. Letting people know about your generosity and volunteering should be done deliberately, but in the right way. It takes a seasoned dental marketing professional to spin it in the right way.

There is nothing wrong with being involved in the community in the name of your business. Generation G is defined by a generation of consumers who want to do business with companies that are giving and generous. If your nature is to be giving and generous, you’re one step ahead.

I want to give you a few examples of engaging with your community through giving. Read More

How to Design a Profitable Dental Practice Marketing Strategy & Effective Campaigns

You know you need a blog, a website, a Facebook page; and you probably know that you should have a newsletter and email blast campaigns, host local events, and participate in local sponsorship opportunities. You might also advertise in the newspaper or in magazines, submit press releases, or send direct mail.

Question is, which of these is profitable?
What’s the key to getting new patients,
closing bigger cases, and earning more profit?

First of all, determine what’s lucrative. Don’t keep investing in marketing projects that have little or no return. And, don’t let anyone tell you that something does not work. While I truly believe that phone book advertising is useless for most dentists, some practitioners in small communities may still see new business from a yellow pages advertisement. Likewise, newspapers across the country are filing bankruptcy, yet I still see quite a few dentists, usually those that cater to people 55 and older, who see new patients as a direct result of regular newspaper advertising.

Measuring return on investment, or ROI, can be difficult unless you ask all new patients how they heard about you, then log the information for future reference. The best way to accomplish this is by giving your front office team the tools and training to ask for and accurately record “How did you hear about us?” responses. Your records must reflect ALL new patients, and they must be maintained year after year to truly measure responses. I’ve seen new clients call businesses as a direct response to an ad that was placed over a year before. Read More

Are You an Anonymous Dental Professional?

What is self branding?

Since you’re a dentist, you probably have some understanding of what branding is. In short, branding is the whole concept, idea, and image that a business conveys. Self branding, therefore, is the concept, idea, and image that you convey.

Isn’t my website enough?

If the website is for you, and not your practice, then yes, it is enough. Just enough. You would still do well to have a blog and social media presence.

Why do I need to brand myself?

Maybe you’ll always have the same job you hold today. Maybe you’ll live in the same house and see the same people and love your life forever. But maybe, just maybe (and in all probability) something will change at some point. Perhaps you’ll start a new practice or a new business. Who knows; maybe you’ll move across the country – or to another country. You might decide to become an author after you retire. At that point, will people know who you are? Self branding today gives you a head start on tomorrow.

Then again, maybe you’ve already written a book, spoken at national conventions, mentored young dentists, or started a new professional association. If so, self branding is essential right now. Without it, you’re limiting yourself. Don’t limit yourself. To quote Nelson Mandela, “We must all exceed our own expectations.” Read More