Meet the MDPM Team: Gery Laboy, Account Manager and Training Coordinator

One of our goals in 2015 is to help our clients put a face with their contact here at MDPM Consulting. We’re always here to answer your questions, give you an update on your SEO and web marketing progress, brainstorm about your next move, or chat about what’s going on with you and your team at your practice, but there’s a buzzword floating around regarding the trend in online marketing: transparency. So, we’re making it a priority to introduce the faces behind MDPM and give an inside look at just what it is we do every day to serve our clients.

Today, we’re proud to introduce Gery Laboy, who is the training coordinator and account manager here at MDPM.

Full-Service SEO, content marketing, website support, and website design for dentists

Armed with a strong work ethic, an appreciation for communication, and an eagerness to learn, mentor, and provide top-notch service to our valued clients, Gery fills an important and two-fold role at MDPM Consulting.

Gery trains our team of talented SEO copywriters to create optimized, professional, and accurate website and blog content that reflects our clients’ practice philosophies and provides them with the tools they need to reach their target patient audiences. Gery also serves as a resource for our clients by answering questions, solving problems, explaining the web presence creation and management process, and serving as a sounding board for what’s next in the growth of their dental practices/businesses. Read More

U.S. News ranks dentist as #1 job of 2015

Dentistry might be the #1 profession in 2015, but that doesn’t mean all dentists have time to spend marketing their practices online. That’s where we come in.

On January 13, U.S. News released its list of the 25 best jobs of 2015. What was the job at the top of the list? Dentist!

According to U.S. News, “picking a job is personal, and there isn’t one ‘best job’ that would suit everyone. Still, our list of 100 outstanding occupations exemplifies what makes working worthwhile: good pay, manageable work-life balance and good job prospects.”

Of course, all of us here at MDPM Consulting were thrilled to see dentist — the chosen profession of the vast majority of our valued clients — top the charts. The articles (there’s a list of the 25 best jobs and a list of the 100 best jobs) make a few great points about being a dentist, including the following:

  • The best dentists effortlessly balance patient care with turning a profit.
  • The best dentists endure rigorous technical and practical training in a competitive dental program.
  • The best dentists are concerned with their patients’ overall health (including diabetes, oral cancer, and heart disease), not just their teeth.

The Bureau of Labor Statistics expects 23,300 new dentist jobs through the year 2022.

That’s all well and good, but you might be wondering why we’re taking the time to feature this news here on MDPM Consulting’s blog.

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We’ll see you at the Star of the South Dental Meeting!

The Star of the South Dental Meeting will take place at the George R. Brown Convention Center in Houston, Texas, on January 22-24.

Here at MDPM Consulting, we love conferences. We think they’re a great way to stay on the cutting edge of what’s new in dentistry while building relationships within the dental community. In fact, the mission of the Star of the South Dental Meeting is to “provide the opportunity for all dental professionals to gather for continuing education, to experience the latest innovations in dental equipment and delivery systems, and for camaraderie and social events.” That’s definitely a mission we support!

Why? Because MDPM Consulting strives to do the same thing for our valued clients, but in a slightly different way.

By offering complete SEO and content marketing strategies designed exclusively with dentists and dental practices in mind, we provide the opportunity for dental professionals to reach their target audiences (aka new patients) by increasing their visibility and accessibility online. To do this, we utilize the latest industry standards in SEO, content marketing, web development and design, and IT support. Ultimately, it’s our goal to increase the traffic to a dental practice’s website to draw in new patients and — as a result — help our clients become staples in their communities.

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Social Media for Dentists: Keep It Legal, Keep It Ethical

As a professional in the dental community exploring the opportunities and insights presented by social media, you must understand that social media usage carries risks, too. Not that you haven’t always honored legal and ethical considerations for marketing your practice, but the need for transparency is even greater with social media. When we design websites and develop social media marketing strategies, we focus on five critical areas.

If You Can’t Say Something Nice…

Bad reviews happen to even the gentlest, friendliest, most brilliant dentists. Sometimes the complaint is valid, sometimes it’s nothing short of outrageous. Heck, sometimes it’s not even a review of your office—just ask any Dr. John Smith, DDS. If you respond to negative reviews, keep two things in mind. One, everyone will see your response. Everyone. Whether a negative claim is true or not is not immediately relevant.

A combative, insulting, accusatory response can derail your reputation online and offline.

Patients are generally lenient when reading others’ reviews. Most are rational enough to differentiate between a legitimate complaint and a nitpicker. You can acknowledge positive or negative reviews, but be mindful of potential HIPAA violations. Keep it general and empathetic, no names or treatment specifics. A touch of gratitude doesn’t hurt, either.

Don’t Forget the Permission Slips

When we design websites and blogs, our clients often request that we use photographs of their actual patients. Compare to a stock photo, it’s hard to deny the impact of a real-life “before and after” shot, and it’s an awesome way to show off your handiwork. Even so, using patients’ info or images without their consent can land you in serious trouble. Informed consent goes hand in hand with HIPAA and applies to full names, x-rays, photographs, and videos

Oh No, He Did NOT Just Post That

Doing business in the fishbowl of social media essentially means that everyone sees everything in real-time. An online lapse in judgment goes a long way, especially in the age of the screenshot. It’s okay to adopt an online “persona” for your practice, something to create a distinctive voice that speaks directly to your target market. It’s not okay if that persona is the type to share bikini and beer pong pics and suggestive or profane language. Leave religion and politics out of it, too.

A Little Privacy, Please

Some social media websites—I’m looking at you, Facebook—insist on implementing confusing new features and requirements that affect the way you share content and with whom you share it. Social media is dynamic, and you must be, too. The MDPM team works hard to keep abreast of privacy changes and how they affect your professional social media strategy, but it’s up to you to ensure that your separate, personal profile respects these guidelines as well.

It Takes a Village

You might very well be the most social media-savvy dentist in the land, but it counts for nothing if the receptionist is abusing social media in the name of your practice. Creating a clear, comprehensive social media policy protects your patients, your practice, and your privacy. Your policy should include considerations for HIPAA, blogging, personal social media use, and a list of each employee’s responsibility as it relates to social media and online reputation management. Periodically update your policy to reflect regulatory guidelines and/or new social media formats, and have each staff member sign an acknowledgement of the policy.

Be social. Be smart. CEO Jill Nastasia works closely with dental clients to bring their unique vision and voice online. She’s something of a social media ninja and wouldn’t dream of posting bikini and beer pong pics. Questions about social media, blogging, or SEO for dentists? Call Jill at 972-781-8861, or email her here.

Dentistry Gets Personal: Three Ways to Create a Personal Brand

There’s a popular misconception out there that a brand is nothing more than a name, slogan, and look. True, these are important components of branding, but they’re also hugely impersonal. The personal aspects of your brand, which stem from your energy, commitment, and talent, are equally important and significantly more potent in an industry where relationship-building is key.

A Strong Personal Brand Has Visual Impact

Start with an amped-up physical presence, which extends to anything that a would-be patient can see. Examples would include everything from your personal attire to your office’s marketing collateral. Think business cards, brochures, blogs, and your website. I recently read about a dentist who was one of a select few in the state to provide a certain cosmetic treatment. His chief complaint was that another dentist, whose office was more than an hour away from his, was gobbling up the biggest portion of the local market. He was absolutely baffled and unable to understand why his superior training and experience counted for naught in the eyes of his target market.

The problem? His website. Was. Awful. The information was dated and lacked any sort of personality, and his social media presence was non-existent. When asked why he hadn’t invested more in creating an online presence, he haughtily responded that he had been practicing dentistry for more than 30 years, and never had his patients expressed a desire to see a better website, or any website at all for that matter. Think about that timeline.

This is one of the most common shortcomings in dental websites, the idea that the only things patients expect and require of a website is contact information and a smattering of stock photos. Mind you, both of those things are necessary, although prospective patients often award bonus points for using real-life patients’ images instead of generic images. Your website and blog should be imbued with the distinctive qualities and personal appeal that you value so highly in building patient relationships.

Add Intellectual Appeal and Clear Messaging

Raise your hand if you’ve ever found yourself wowed by a drug rep who used an elevator pitch to sell you on the latest overpriced antibiotic. Oh, it’s great and it tastes yummy? That’s nice, but what benefits does it offer your patients? Is it safe? How well is it tolerated in special populations? Your patients might not necessarily want a full-blown clinical discussion of root canal therapy outcomes in lab rats, but that doesn’t mean they want vague non-answers to important questions about the procedure.

What’s more, they don’t want the exact same responses that they’ll find on other dentists’ websites. A few things to consider when developing website content:

  • Do you offer any proprietary procedures or services that set your dental practice apart from others?
  • Do you have a unique branding proposition that explains how you do what you do, rather than just what you do?
  • Do you take a certain view or apply your own vision to dentistry? For example, are you a proponent of holistic or functional dentistry? Do you use “green” products and technology?

Create Lasting Impact

This is easily the most commonly overlooked component of a strong personal brand. It’s a distillation of all those positive patient reviews and the reason why you do what you do. Think about how your patients have described you and your team. Have they used specific phrases and words that stand out from the generic nice? Even friendly is an improvement. Focus on the steps you can take to benefit patients in ways that aren’t necessarily oral health-specific. How have you enriched their lives and the lives of those whom they cherish most?

About the author: Jill Nastasia, CEO and Director of Business Development at MDPM Consulting, is a mother, dental junkie, and firm believer in the value of vision in marketing. To learn more about our services, or to speak with Jill, call her at 972-781-8861. You can also email her at jill@moderndentalmarketing.com.

The Truth About Tech Support: They Know Nothing

Tech Support knows nothing until you communicate with them. Let’s face the carbonation in the soda and the reflection in the mirror. You will need to process information, regurgitate it, and mold your message to achieve issue resolution. Like any healthy relationship, solving an issue with your email, website, or social media page involves a two way street marked with yellow lines, white lines, and possibly some cautionary street signs. It’s called communicating. In most customer service situations, the helper is blind, in the dark, or unaware of your predicament until you transmit what you know to them, so that they can process this and begin searching for a solution. Read More

Dental Swag Bags: That Extra-Special Something

Goody bags, gift with purchase, swag bags–simple gestures that have a major impact on patient satisfaction and loyalty. It’s not always expected, but it always delights. You don’t have to spend a ton to put together a decent bag; a thoughtfully curated selection of small items will do nicely. Your patient won’t hold it against you if you don’t offer giveaways, but a half-baked effort sends the wrong message entirely.

Who Is the Recipient?

The patient, obviously, but let’s get specific. Do you market your dental practice to one or two key demographics–age group, income bracket, lifestyle–or do you serve a diverse clientele? For example, some of our dentists work exclusively with geriatric patients; others cater to the rich and famous. Are they willing to pay a bit more for high-end oral care products, or are they cost-conscious? As for mature patients, you might consider including items (or coupons for those items)  that accommodate limited dexterity. Printed materials are excellent for older patients, whereas other age groups are increasingly less likely to use printed coupons, preferring instead to use offer codes and exclusive digital deals.

What Services Do You Offer?

If you have a specialty or signatures service, you can use it as a starting point. For example, if you want to market cosmetic dentistry at your practice, you might include products and offers related to health, beauty, and body care. If you primarily provide dentures, opt for samples of cleansing solution, adhesive, and denture-safe oral hygiene products. A children’s dentist could include treats both for parents and children–a puzzle, game, or toothbrush accompanied by a special money-saving offer for Mom and Dad.

We’re also getting more requests for e-books these days. When you consider how many people read using their smart phone or tablet, you can see why. Include a QR code or link to allow your patient to easily access your content.

Not Just for Office Visits

Giveaways are an effective tool for strengthening relationships with your existing patients, and they’re ideal for creating awareness among  prospective patients. We’ve seen this tactic used successfully in a variety of settings, including:

  • Bridal expos
  • Fashion shows
  • Modeling and entertainment conventions
  • New student orientations on college campuses
  • School-sponsored events, PTA meetings, and fundraisers
  • Sporting events and marathons bonus points for sponsoring a youth sports team)
  • Community wide health events and screening

We’re always here to help you with the design and printing of your dental marketing collateral. Each item, whether it’s a brochure, appointment reminder card, or letterhead, is created by our talented writers and designers–with your vision, of course.

For more information about our dental marketing services, or to request a consultation, call or text us at 972-781-8861. Located in Southlake, TX, we serve dental practices and small businesses across the country. For the latest dental marketing insights, follow us on Facebook.

Do Good, Do Good Business: Dentists Who Give Back

If we’ve learned anything from the meteoric rise of the one-for-one business model made popular by TOMS, it’s that do-gooders do good business. Not that profit should be your sole motivation for taking on a social initiative, but it certainly helps. The business of dentistry is challenging these days, with practices across the country reporting fewer new patients and difficulty coaxing their existing patients into the chair for anything less than a dental emergency. Adopting a social cause looks good, does good, and feels good for dental teams and patients alike. Here are a few dentists who’ve nailed it.

Dr. Steven Ellinwood and Dr. Todd Briscoe of Fort Wayne, IN engaged in a friendly competition to see whose practice could raise the most nonperishable food for a local food bank of their choice. Dr. Ellinwood, whose office chose the Associated Churches of Fort Wayne to receive donations, is no stranger to giving back to the community. Ellinwood participates in several charitable events each year, including canned food drives, bowling fundraisers, glove collections, and a Halloween candy buyback program. Dr. Briscoe’s team championed a smaller food bank nearby.

Cleveland dentist Dr. Michael Stern made headlines when he hosted the first Dentistry From the Heart event in Ohio. For an entire day, Dr. Stern and his team offered fillings, cleaning, and extractions free of charge for more than 100 patients. Since 2001, Dentistry From the Heart events in 48 states have provided treatment for 45,000 people, valued at $8 million. The event, along with other DFH events in other states, generated major publicity and spots in the local paper, magazines, television stations, and blogs. Learn how to host an event in your state here.

Using the same one-for-one business model as TOMS, BOGO Brush donates one toothbrush for each eco-friendly bamboo toothbrush purchased. When you consider that Americans toss 450 million toothbrushes each year, you can see why the 100% biodegradable BOGO Brush is so popular. Brushes are available singly or in a yearly subscription.

Consider partnering with the American Academy of Cosmetic Dentistry and its Give Back a Smile program. Give Back a Smile provides restorative dentistry for men and women whose teeth have been damaged or knocked out as the result of domestic violence. “Whenever I looked in the mirror I saw a monster. Today, I see a beautiful woman,” says one recipient, who lost a tooth and an eye at the hands of her ex-boyfriend.

I couldn’t resist including this one. Dr. Ken Harris of Riveredge Cosmetic Dentistry split all proceeds from the sale of his “Nothing But a Smile” calendar to two cancer charities. The calendar, which featured nude images of a well-known rugby player and several male patients, ranging in age from 22-74 years old. Only in England.

How does your practice give back to the community? Leave a comment below.

About Jill: Jill Nastasia, CEO and Director of Business Development at MDPM Consulting, is a mother of two and a dental devotee. Questions about marketing, social media, or branding? Contact Jill at 972-781-8861, or send her an email.

How Can Dentists Use LinkedIn for Marketing?

With more than 200 million users worldwide, 1 million of which are healthcare professionals, and 1.5 million active groups, LinkedIn is an invaluable social media tool for your practice. LinkedIn isn’t particularly glamorous like Pinterest or Instagram, nor does it have the high patient engagement factor like Facebook and Twitter. Even so, the site offers excellent opportunities to connect with other dental professionals.

Step 1: Create or Update

If you haven’t yet created a LinkedIn profile, do so now. Otherwise, verify that all information on your profile is current. Fill out as many sections as possible, including professional memberships, honors, nonprofit involvement, and published articles, if applicable. A robust, keyword-rich profile will appear more frequently in user searches. Follow interesting and relevant companies, fellow dental professionals, and nonprofits, and subscribe to their updates. I suggest Dental Economics, the ADA, and MDPM Consulting, for starters.

Step 2: Join in the Conversation

Join and participate in group discussions to connect with professionals by specialty, associations, and geographic area. Ask and answer questions, and share content that will intrigue and engage other group members. Most LinkedIn groups have private job postings that non-members cannot view, giving you an edge in your career progress. LinkedIn allows you to join as many as 50 groups, so choose wisely.

Step 3: Build Your Network

Each additional contact opens up new opportunities and greater visibility. Don’t limit your contact list to professionals. Import your contacts from your email and other social media networks, then add coworkers, friends, peers, and partners. Most group members are more than willing to add fellow professionals to their own network.

Step 4: Sharing Is Caring

When sharing content, focus on quality over quantity. Yes, you want to increase your visibility, but not with shameless self-promotion. It’s give and take. When someone posts content that interests or intrigues you, share it with others. Content should be relevant and fresh, a good mix of original and shared media. Unlike Facebook and Twitter, LinkedIn content should be strictly professional. Leave witty anecdotes, memes, and personal beliefs for your personal social media profiles.

Step 5: Drive Traffic

Showcase your best blogs and articles on your LinkedIn profile and in your groups. Your “best” blog posts on LinkedIn will appeal to other professionals. Another dentist probably wouldn’t see the value in an article about the importance of flossing, unless of course it happens to be part of a recent study. Find out what works best by test driving different copy, pictures, and titles and comparing the number of views.

About Jill: Jill Nastasia, CEO and Director of Business Development at MDPM, is a woman on a mission. To connect with Jill, contact her at 972-781-8861, or send her an email.

Countdown to Hinman 2014: Will We See You There?

Yes, I’m really this excited.

Jill and I are thrilled to attend the 102nd Annual Thomas P. Hinman Dental Meeting in Atlanta, GA next week. Although we’ve opted not to rent a booth this year, I’d like to personally extend an invitation to connect with us and schedule an appointment time. We can discuss the latest and greatest in social media, blogging, and digital marketing for your practice, and we’ll answer your questions about creating a strong online presence that strengthens your relationship with new and existing patients.

By the way, have you checked the Dental Junkie events calendar lately? We’ve added over 70 events from now through the end of 2014, with hundreds more soon to be posted. You’ll find dental conferences, annual sessions, expos, CE opportunities, and workshops from across the country—nay, the world!

It’s nearly impossible to say what I’m most excited about, but these are my top 10 courses and special events picks for the 2014 Hinman meeting:

No. 1: Speakers. So Many Speakers.

Previous years’ speakers have been nothing short of fascinating, and I’m sure the latest crop won’t disappoint. Dr. Anthony Cardoza will be on hand to discuss forensic dentistry, and I’ll be interested to hear from local practitioner Dr. Jimmy Eubank as he shares insights into restorative dentistry and occlusion. Dr. Mark Hyman always has interesting things to say about motivation and team building, and Dr. John Svirsky may very well blow your mind with his discussion of oral pathology. Dr. Svirsky rocks a bowtie like nobody’s business, and it’s obvious from his speaker photo that this is a man who gets very excited about oral pathology.

No. 2: Creating Vision and Value for Patients

In this post, I pointed out that one of our clients’ biggest challenges is marketing to cost-conscious patients at a time when many view preventive care as elective. Imtiaz Manji discusses the power of dentistry to effect positive changes in patients’ lives, both clinically and socially. Manji emphasizes the need to create a unique vision that encompasses their needs as patients, people, and consumers. Course Th303, 3/27/2014, 8am – 11am

No. 3: The Exhibit Hall

I could (and probably will) spend hours perusing the exhibits. The Exhibit Hall features charity events, food, charging stations, vendors, table clinics, and thousands of people who share your passion for all things dental. New this year is the “Dentists Only” session. On March 27, from 9am – 11am, attendance will be limited to dentists only. Plan ahead with the interactive 2014 Exhibit Hall map, which you’ll find here.

No. 4: Health and Wellness Track

Can’t decide on your courses? Opt for a track, which is something of an all-inclusive program comprised of several speakers and workshops. Altogether, you’ll hear from five speakers, each with an hour-long discussion of topics to include oral cancer, patient medication safety, longevity, cardiovascular disease, and the effects of lifestyle on chronic illnesses. Course Sa270, 3/29/2014, 8:30am – 3pm

No. 5: Networking Reception and Panel Discussion With Women Dentists

As a woman, mother, and business owner, I understand the importance of balancing family life and work. Panel members will discuss practice management, career advancement, and what it means to be a woman and a dentist. Course Sa411, 3/29/2014, 12pm – 1:30pm

No. 6: 21st Century Dentures: New Ideas, Techniques, and Technology

Baby Boomers are more knowledgeable about personal oral health than their predecessors, and they’ll no doubt seek out the best treatments and care. Dr. Joseph Massad shares his thoughts on improved impression techniques, occlusal schemes, and jaw relationship recording. Course Sa373, 3/29/2014, 1:30pm – 4:30pm

No. 7: The Fun Way to Proficiency With Digital Dental Photography

Who wouldn’t want the chance to become the Ansel Adams of intraoral photography? Dr. Mark Kleive leads a hands-on workshop for capturing images that improve communication between your team and your patients. Role-playing abounds. Course Sa164, 3/29/2014, 9:30am – 12:30pm

No. 8: Ask and Ye Shall Receive! The Art of Getting to “Yes”

In last week’s post, I touched on the benefits of internal marketing for case acceptance and patient referrals. In this course, Dr. Mark Hyman offers advice on selling services, building strong dental teams, and the critical nature of listening to your patients. Course Sa361, 3/29/2014, 9:30am – 12:30pm

No. 9: Back to the Eighties Auxiliary Reception

Arcade games, live music, a photo booth, and a costume contest? Do tell! Open to hygienists, office staff, lab techs, and assistants, the reception will be held at the Omni Hotel ballroom and features a buffet, dancing, and drawings. Complimentary beer and wine, as well as a cash bar. Bless them, they even offer free shuttle service to nearby hotels. Friday, 3/28/2014, 7pm – 11pm.

No. 10: Messages to Our Military

Not a purely dental affair, but an incredible gesture nonetheless. Stop by Booth #137 in the Exhibit Hall to send an appreciative postcard to American soldiers serving overseas. More than 2,500 attendees participated last year, and I know we can do even better in 2014.

About the author: Jill Nastasia, CEO and Director of Business Development at MDPM Consulting, lives, breathes, and dreams dentistry. From masterminding social media to forging brand identity, she is passionate about her clients’ dental practices and patient experience. She’s also passionate about Flock of Seagulls and has every intention of winning the 80s costume contest.