30 high impact ways to market your practice in the next 30 days
TRANSCRIPT
more than marketinggpm
XAÑA WINANS, PRESIDENT
30 High Impact Ways to MARKET YOUR PRACTICE
in the Next 30 Days
#1
THE NEW PATIENT EXPERIENCE:WHERE EVERY LITTLE THING COUNTS
BASIC EXPECTATIONS
Sweaty palms…knot in my stomach…just breathe…It’s going to hurt. And dentists clearly like inflicting pain.
I can’t wait to see what this is going to cost me. He’s running late. I’m wasting precious time off for this??? The smell. The taste. That bright light in my eyes…ugh.
LET’S REWRITE THE STORY
First Appointment
48 hours before - reminder call, parking, forms
24 hours before - intro call from the Doctor
Time of appointment - expect the patient, greet by name
First impressions are lasting impressions
Be unexpected
Give your team the freedom to fix any problem
#2
WOMEN JUDGE EVERYTHING Use Their Insight for a Critique Board
• Your technology• How your office smells• Background music and volume• Visual noise/clutter
• How well you explain treatment
• Cleanliness and upkeep
• Scrubs and uniforms
• If you are gentle
Picky, Picky, Picky!
#3
Consider Your Location
4 - 5 MILES FROM WORK OR HOME
IS YOUR SIGN VISIBLE?
How’s the Parking Situation?
What’s Your First Impression As You Enter?
#4
WOW FACTORS Comfort menu
Special event whitening (milestone birthdays, graduation gifts, anniversaries)
Send birthday flowers to the office
Lip balm for long procedures
Free electric toothbrush for large restorative cases
Apology gifts
#5
Answer The Phone
THE IMPATIENT PATIENTPatients call when it’s convenient for THEM. Lunch. Weekends. Before and after work.
You are an errand to be crossed of their list.
80%+ of callers do not leave a message when they reach voicemail.
Hello?
32% of All Calls are Missed
30 New Patient Calls per Month
32% Missed Calls = 9.6 Patients
70% Appointment Conversion = 7 Patients
Average NP Value $1,500 x 7 Lost Patients
$10,500/Mo x 12 Mo = $126,000
SOLUTIONS?Reroute calls to the back office after 2-3 rings
Staff phones 7a-7p, Mon - Fri
Forward calls to an after-hours cell phone
Make scheduling accessible in the cloud
Send overflow calls to a call center (If you do, they MUST have direct access to your schedule.)
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#6
TRAIN YOUR TEAM
Front desk = sales professional
Always answer a question with a question
Who’s leading the call?
QUESTIONS AND CLOSES
THE ASSUMPTIVE CLOSE
Q: Are you open on Fridays?
A: We are open Monday through Thursday and have both early morning and evening appointments to accommodate busy schedules. I’d love to find something convenient for you. What time of day works best?
THE BONUS CLOSE
Q: How much do you charge for a dental implant?
A: Can you tell me why you think you need a dental implant?
Q: Well, I had a tooth removed and the oral surgeon said I need one.
A: Dr. Jones has years of experience and specialized training in the placement and restoration of dental implants, and his cases look so natural! You’re going to love his work! Every case is different, so we should get you scheduled for a no-charge consultation so Dr. Jones can make sure we have the perfect solution for you. Let’s get you on the calendar so we can figure out exactly what that is. What day of the week works best for you?
THE DEMONSTRATION CLOSE
Q: I don’t like my crooked teeth. How much do you charge for Invisalign?
A: Mary, you are going to love how Invisalign can change your smile without those metal wires that can make you feel like you’re still a teenager in high school. Are you in front of your computer? Let me show you some of the Invisalign cases Dr. Jones has done for our patients; the before and after images are amazing. I also want you to check out some of the testimonials from our patients who have completed this same treatment. Now, I want to be sure Invisalign is the right solution for you, so let’s schedule your consultation. I can get you in on Monday at 9.
KEY PHRASES
Let’s do this… (ie - don’t ask, tell)
You’re going to LOVE Dr. Jones!
Here’s what you can expect
While I have you on the phone, is there anyone else I can schedule for you?
#7
41% of patients want convenient or extended hours during the week
36% want weekend hours
7AM - 10AM & 3PM - 6PM
#8
RETENTION STRATEGIESGet ‘Em. Keep ‘Em.
KEEP YOUR PATIENTS
It costs 90% less to get an existing patient to return than it costs to replace them.
The average practice loses 50% of its patients every 5 years
1% die
3% move away
5% go to another practice due to a recommendation from a friend or relative
9% go to another practice because they think it has better products, services or prices
14% leave because they are dissatisfied with the current product or service
68% leave due to attitude of indifference: “You must not care about me/I’m just a number.”
Unclear or dismissive communication
Insisting on being right
WHERE DID THEY GO?
WHAT ENHANCES PATIENT RETENTION?
ACCESS TO CAREHours
Location
Affordability
Direct access to the Doctor
CARE DELIVERYGentle, attentive approach
Team interacts directly with the patient
Doctor clearly explains procedures
Follow up calls
PERSONALIZED EXPERIENCES
Remember birthdays and anniversaries
Ask me personal questions from our last conversation
#9
What a Waste.Don’t let your dental benefits slip away!
ONE MAILING. 72 CALLS.
#10
They loved you once…
We’ve missedyour smile.
We Don’t Always Have Patients
as Good-Looking as
You.
What would your mother say
if she knew you aren’t keeping up with your dental hygiene visits?
146 CALLS in 8 Months
REACTIVATION PROTOCOL1st - Cell
2nd - Office
3rd - Home
One contact every 6-8 weeks
Alternate calls with mailings and email
Keep at it for 1-2 years
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#11
REFERRAL MARKETING
of patients solicit personal recommendations from family, friends, and co-workers
84%
The 2-Card system
Why your team would prefer to hide
Keeping everyone accountable
After the fact thank you’s
Care to Shares and Gift Cards
BOOST YOUR REFERRALS
Outside
Inside
Front Back
#12
Lunch and learns
Personal follow-up calls with the referring doctor
They need to be courted just like you would expect from a specialist. Treats, flowers, special thank you’s.
Personal contact every 1-2 months
Professional Referrals
#13
BE 100% AUTHENTICReal Patients, Real Stories
It elevates your practice above the competition
It builds your image into something influential
It gives substance to your practice, services and products
It enables people to relate to your practice
It tells people that what you offer is of high quality
It marks you out as a reliable, trustworthy company
WHY AUTHENTICITY WORKS
BE TRUE TO YOURSELF
Share your passion and your mission
What is your purpose?
What are your core values?
THE MOST POPULAR PAGES
Doctor Bio
Team Bios
Smile Gallery
Office Tour
New Patients
Contact Us
#14
Be Humorous.
Be Remembered.
#15
PROTECT YOUR REPUTATION
WHAT DID I EVER DO TO YOU?
When bad reviews happen to good doctors
WHO DID THIS TO ME?
John Doe - 6 months agoWhile the staff was pretty cool, this is NOT THE PLACE TO GO IF YOU ARE DENTAL PHOBIC. XXXXXXX is a sarcastic douche canoe who has no respect for his patients feelings. He was belittling and rude. For some of us, it's hard enough just to walk through the door of a dentist offices. Having the "doctor" treat you as if you where subhuman and stupid doesn't help. Not only would i not recommend this place, I feel you would be better off doing your own dental work at home with pliers. At least then, you won't have to pay for the pain or for the pleasure of being mocked.
STEP #1 - IDENTIFY THE PATIENT
STEP #2 - TRY TO RESOLVE THE ISSUE
Phone call from the Doctor, not the team
Let them speak and do not interrupt
Do not get defensive
Validate their concern
Try to resolve the issue
Ask if the review can be amended (asking for removal invalidates their issue)
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STEP #3 - WRITE A PUBLIC RESPONSE
Deep breath
Login to the account
Write an objective response
Have someone else read it
Remember HIPAA
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STEP #4 - CHANGE SOMETHING
There’s a smidgen of truth in every review.
Adjust your systems:
• Emergency policy?
• Financial explanations?
• Wait times?
STEP #5 - REACH FOR THE STARS
20 positive reviews will drown out one negative review
Daily in-house reviews
Review reminders
#16
of consumers will pay more for services with higher ratings & reviews
86%
Be Positive | Be Passionate | Be GenuineBe Kind | Be Humble
Listen | Compliment Others First
EARN YOUR REVIEWS
$99 setup
$99/month
#17
GET ME IN WITHIN 48 HOURS
of patients say this is a primary factor in choosing a new dentist
33%
of patients say this is #113%
#18
BECOME A HOUSEHOLD NAME WITH TV
81% have a DVR, Netflix subscription or use Video on Demand
84% want to skip commercials
Live TV reaches captive viewers
• News broadcasts
• Sports
• Appointment TV - still relevant due to social media spoilers
5 TIPS FOR TV
Tell a Story
Entertain Me
Use Heart or Humor
Address My Need
KISS Principle
IT’S JUST AS SIMPLE FOR DENTISTRY
#19
RADIO
Local stations
Live reads
Public radio sponsorships
Streaming
Pandora
#20
OUTDOOR7 words or less
Don’t say it, show it
Readable fonts
One point of contact on billboards (web, phone, location)
Do not expect the phone to ring
7 Words (okay, 9) • Don’t Say It, Show It Readable Fonts • One Point of Contact
#21
Direct Response Marketing
DIRECT MAILStrong headline
Short sentences and bullets
Sell benefits, not features
Call to action
Multiple ways to take action - web, phone, address, email
Photo of the Doctor
Feb 2015 64 Calls
Feb 2015 - May 2016465 Calls
Free whitening for new patients
Complimentary exam
$250 off laser whitening
Free consultation and X-rays with cleaning
Free Sonicare with new patient exam, cleaning, and X-rays
$150 off any restorative procedure
PROVEN OFFERS
#22
38% WANT TO SEE
AN INFORMATIVE, UP-TO-DATE WEBSITE
Make Your
Message Clear
Build With Responsive Design
Easy to Find Contact Information
What’s Your Call to Action?
43% Want To Request Appointments Online
#23
WEBSITE CONTENTWrite for people, not search engines
Original, unique content
Honesty and authenticity
Use social proof (testimonials)
Short product or feature videos
DR. BRETT TAYLOR ON SLEEP APNEA
You can live weeks without food (the record is about 6 weeks on purpose, no thanks).
You can live days without water (18 days was the most I could find, but most people are dead inside a week).
BUT, you can only live minutes without oxygen (9 minutes is the breath holding record. What an idiot. Most people would be unconscious inside 4 minutes).
So what's this telling you apart from the fact I have too much time on my hands to surf the internet? It's telling you there is nothing more important than oxygen, and you can't go very long without it. The problem is, too many people ARE going without oxygen when they're sleeping, and it's slowly killing them. Read the articles on airway obstruction in children and adults on the right. The life you save may be your own, or someone you love.
#24
MAKE YOUR WEBSITE FLY
For a website that takes longer than 3 seconds to load…
Will abandon the site Will never return
https://developers.google.com/speed/pagespeed/
#25
GOOGLE ADWORDS
for when you have a shot in hell at ranking organically
#26
GOOGLE DISPLAY ADS
HOW DISPLAY WORKS
2MM publisher sites - NY Times, weather.com, etc.
Can include mobile and apps
Uses contextual targeting via keywords & history
Brand reinforcement, pay for performance
#27
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#30
CALCULATE YOUR ROI
Revenue / Marketing Cost = ROI
Revenue / Marketing Cost = ROI
CALCULATE YOUR ROI
Revenue - Marketing Cost
Marketing Cost= ROI
Measure
Plan
Execute
Measure
Adjust
Measure
Rinse & Repeat
What Are You Going to Change in the Next 30 Days?
