Marketing dental services has changed in the marketplace. Digital marketing and Inbound marketing strategies can help a professional practice get discovered online.

1. Success Strategies in
the New Economy
Scott F. Peterson DDS, PA.

3. What Is MARKETING?
Marketing is the process by which companies determine
what products or services may be of interest to
customers, and the strategy to use in sales,
communications and business development. It
generates the strategy that underlies sales techniques,
business communication, and business developments.
Marketing is further defined by the AMA as an
organizational function and a set of processes for
creating, communicating, and delivering value to
customers and for managing customer relationships
in ways that benefit the organization and its
stakeholders.
Source: Wikipedia

4. Types of MARKETING?
There are many types of marketing such as inbound
(relationship) , outbound (brand and advertising),
internal, external, database, multi-level, digital, article,
video, email, permission, affiliate …and many more.
What we are mostly going to talk about here today is
“digital marketing”. Digital marketing involves digital
channels such as TV, Radio, Internet, Mobile and Social
Media.
Digital media is broken up into “pull” (websites and
blogs) and “push”(Email, SMS, RSS) marketing.

6. Overall GROWTH Strategies For
DENTISTS
 Attracting NEW PATIENTS
 Retaining EXISTING PATIENTS
 Reactivation of those who have left the
practice. (Monitor...Why? Fix-it, Prevent it,
Invite them back with an offer).
Costs much less to reactive a patient that’s
been in the practice, than it is to ATTRACT a
new patient.

8. Message, Market and Media
“Instead of one-way interruption, Web marketing is
about delivering USEFUL CONTENT at just the precise
moment that a buyer needs it.”
-David Meerman Scott, Marketing Strategist
Right message, at the right time. Are you reaching your
prospect at the right time in their buying cycle?
Message - The WHAT
Market - The WHO
Media - The HOW
No BS Income Explosion Guide 8: 4:00’ Dan Kennedy

10. EDUCATIONAL SCALE and READINESS of Your
Prospective Buyer
1___________________5___________________10
Unaware -----------------Aware --------------Ready to buy
Benefits of Purchasing (Message is to the Unaware
Market, the 1’s)
Objections to Purchasing (FAQ’s and Answers to the
4’s, 5’s and 6’s who are Aware, but need more information)
Seller Selection Standards (Who is going to do the work?
Message must spell out USP’s of the doctor; answers question WHY
should I buy from you? People who can afford to pay don’t want PRICE
offers….they want an EXPERT, an authority… the “Celebrity”!

12. Marketing INFORMATION to Niches
Ready NOW buyers - vs – NOT READY YET “information gatherers”
Keeping in mind the concept: Message – Market – Media
WHAT is your message to WHO and HOW will you reach them?
The Internet is an information gatherer’s best tool, so as a marketer of
information we give them the information they want through REPORTS,
eBOOKS, WHITE PAPERS, BOOKS, VIDEOS and AUDIOS through “opt-in”
forms.
Now we are perceived as “authors”, authority figures and experts; we have
captured the gatherer’s contact information; now it’s our job to build “like and
trust” with multi-step, multi-media campaigns using proven strategies and tools
to continue to educate them with benefits of ownership of our product/service,
answering objections to ownership, all while spelling out our USP’s (unique
selling propositions) and why they should come buy from us when they are
ready to buy!

14. Proven Methods for MARKETING a
Dental Practice
• Search Engine Marketing (SEM, SEO & PPC)
•Websites that are easily found online
• Blogging
•Targeted Email Marketing
• Social Media Marketing (Twitter, Facebook and
LinkedIn)
• Video Marketing – YouTube (2nd to Google.com)
• Mobile Marketing – Smart Phones, iPhone, iPad, etc.

16. Some Interesting Search Statistics

18. Search Engine Marketing
Marketing a business to be strategically located on the Search
Engine Results Pages
Three ways for a local business to market themselves using the
Internet
1. Organic Results
2. Local Business Results (Google Places, Yahoo & Bing Local)
3. Paid Results
- Pay Per Click
- Banner Ads
- Media Buys

19. Organic Results
•80% Click Through Rate
•Higher Trust
•Higher Visitor Value
•PPC Awareness
•High ROI
•Long Haul Game
•Based on Trusted,
Theme and Authority
Links to your website
•Transparency and
Exposure

20. Google Places
•Since 2010, Google has integrated places with organic
search.
•Mostly based on Services, not products
•Need good SEO and back linking with website to rank
well
•Based on Trust and Citations
•Must Claim Listings – use www.GetListed.org
- This works for Google, Bing and Yahoo
• Get into Google Places here: www.Google.com/Local/Add
Need To Know:
Over 50 Million Google Places pages, and only 4 million have
been claimed!

21. Google Places Results

23. What is Local Internet Marketing
• Also referred to as i-marketing, web marketing,
online marketing, eMarketing, electronic marketing
• Same as Traditional Marketing – except with a
different medium – The Internet
• Find and Nurture Relationships
Advantage Limitations
s •Newer technologies
over traditional
•Cost Effective
•Technology
•Measurable Restrictions (low
•Quick ROI Internet speeds)
•Efficient •Education

24. Why Local Internet Marketing
• 67% of people searching online actually purchase their product
offline at a local business!
• Internet Advertising for a local business in 2008 - $3 Billion
• Internet Advertising for a local business in 2010 - $13 Billion
• As of Jan 2011 – 2.4 billion searches are made monthly with
local intent.
• 43% of ALL searches on Google include a Geographical Modifier
- Like a city, ZIP code, or county
- 61% of this group make their purchase within 24hrs
OFFLINE
• Communicate with potential patients on a more personal level
• Deepening the relationship with current patients
Be where paying customers are looking

26. Websites
• Speak the right message to the right audience
- Multiple target markets
- Ready to buy dental services
- Looking for more information (info marketing)
- A job in a dental practice
- Contracted work (specialty services)
• Always achieve a Call-to-Action (CTA)
- Can be phone call, email,
form, comment
• Don’t reinvent the wheel!
• Offer Value for Stickiness
• Measure and Analyze
• Plan, Do, Review and do it again!

28. Your Website Receives Traffic Many Ways

30. Blogging
Companies that have a blog:
- Have 97% more links (for
better ranking)
- Have 79% more twitter
followers
- Have 55% more website
visitors
(Source: HubSpot blog survey
of over 2,100 customers)

31. Targeted Email Marketing –Retention
Strategy
• Direct Marketing
• Cost effective
• Highly targeted and customized
• Measurable
• Maria’s story and how it affected a
dental practice
• Direct Communication – Build, nurture
relationships – increase trust and
loyalty
• CAN-SPAM Act of 2003
• Bottom line: Build your database of
patients by capturing name and e-mail.

33. Social Media Marketing
Using social networks, blogs, online press releases, marketing and
customer service.
- Facebook, Twitter, LinkedIn, YouTube
1. Used to create buzz
2. Word of Mouth on steroids (fans)
3. Conversational (little control)
4. Deepening relationships

35. Local Facebook Marketing
Setup a Facebook Fan Page For Your Business
1. First impressions are important no matter where people find you.
Be sure you have a professional image of you or your business.
2. Fill in the “Additional” information as much as possible. I.e.
Education, work, hobbies, music, books you read, etc.
3. Share your photos, videos, links on your Fan Page as this makes
you real to you visitors (60% social, 40% relevant). Contests and
competitions with you fans gets them engaged.
1. Above all, add good, quality content. This will draw people to
your fan page to find out more about you and what you offer.
2. Be social! Get involved with the people who are a part of your
social network.

36. Local Facebook Marketing
Example of a good Fan Page:
Facebook.com/DrScottConsulting
- Impressive image of dentist
- Interactive graphic to get you to
like their page
- Close to 100 likes.
- Video presentation.

38. Local Facebook Marketing
The is replacing the
= =

39. Social Media Marketing
• 800,000 people DAILY signing up to Facebook – 3rd largest
country!
• 50% daily usage
• 45% of US audience is older than 26 yrs
• 47% of US audience has household income above $50k
• Fastest growing group, women 45-55 yrs
• Twitter is fastest growing marketing medium – EVER!
• Inexpensive – FREE!
• 80% on mobile
• Early phases of mobile marketing
• 01/09 > 9% 09/09 > 16%
business twitter usage. AMAZING climb.

43. How Big Is Mobile Marketing?
• 5 billion text messages sent everyday
• 98% of text messages read in 15 minutes
• 91% of Americans have cell phone
• 95% of U.S. mobile phones receive text
messaging
• EBay & Amazon each did $1 billion in mobile
sales
• Google $6B offer for Groupon (294 cities) declined