Tag: dental practice marketing

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

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

5 Excellent Dental Office Promotions for Dallas – Fort Worth Dentists… and a Bonus Marketing Tip for Cosmetic Dentists

Want to grow your dental practice?

Online advertising—a dental website, blog, listings, optimization, and all that stuff—is essential in any modern marketing plan. You must remember, though, the Web is world-wide (thus the www). Let’s take a step back for a minute and thing about who your patients are. They’re the folks who live in your neighborhood, go to the schools in your town, and shop at the same grocery stores you do. Not all of them are plugged into the Internet 24/7. There is life outside of the computer for some.

At Modern Dental Practice Marketing, we plan, promote, and manage events for dentists. Getting people to have fun in (or very near) your office is a great way to show the community that you care. If you have great events, even once or twice a year (if not quarterly), your name will be the buzz of the town! Here are 5 ideas for fun dental practice events that will grow your patient base:

  • Easter Bunny Photos – Offer free photos of the kiddos with a tooth-brush toting bunny who, of course, has sparkling choppers. Pass out brushing charts and set the kids up on a cavity-free program while they’re there.
  • Arbor Day Festival – Any number of cool presentations about gardening, composting, rainwater storage, etc., and a potting bench for the kiddos to plant seeds. If your office is “green,” let everyone know!
  • Costume Contest – Everyone loves a costume contest! Host a parade around a community park, and give the winner a big treat.
  • Halloween Candy Buyback – See www.halloweencandybuyback.com for details.
  • Christmas Wrapping – Provide custom gift wrapping for a set time and for a set number of gifts (ex. 4). Make sure the tag says “Wrapped with care by Dr. You” and that the folks you’re wrapping for have snacks, drinks, and fun Christmas stuff to do while they wait.

BONUS: Want more cosmetic cases? Realtors are very image-conscious people, and they network like crazy. Plan a realtor appreciation happy hour at your practice after hours. Invite about 25 local realtors, and offer a deep discount on take-home whitening kits. At the event, well stocked with bubbly and hors d’oeuvres, announce an awesome referral program, and provide attendees with welcome packages for their clients.

The goal is new patients for you. Let MDPM make it happen. Call us today at 972-781-8861, or email moderndentalmarketing@gmail.com.