The document provides guidance on developing an effective branding and marketing strategy for a dental practice, covering topics such as logo design, signage, advertising through magazines, newspapers, radio, television, direct mail and more, as well as recommendations for online marketing through search engine optimization, social media, and website design. It emphasizes the importance of understanding target audiences and communicating the unique value proposition of the dental practice in a clear and relatable way across different marketing channels.
6. Brand Development
•A Brand…
–Is more than a logo
–Is an extension of yourself
–Speaks for you when you cannot
–Is communicated through written, verbal and visual communication
7. •Greensburg Family Dentistry
•Carolina Smile Center
•Floss
•Smile Savers
•Dr. Larry Winans
•Dr. Lawrence J Winans, DMD, FACD, MAGD, PC
8. Your Branding Statement
A literal statement of your USP,
often your tag line:
•Your smile means the world to us
•We’re known for our smiles
•The thing about us is…we’re all about you!
•The difference is the dentistry
•Changing lives one smile at a time
9. Your Logo
•Styles can be:
–Textual
–Geographic/Nature
–Artistic
–Abstract
–Classic/Elegant
–Contemporary/Tech
•But it should not be this…
12. How Does This Logo Make You Different
From Any Other Dentist?
24. Location, Location, Location
•80% of patients come from a 5-6 mile radius.
•How dense is the competition?
•BEFORE YOU MOVE! Research population growth and demographics (CLRSearch.com)
36. Before You Invest in Signage
•Research municipal regulations
•Size and height determined by zoning
•Visible at 75 yards in either direction
•Directionally lit at night, on timers
38. It’s ALIVE!
•Long term tangibility
•Perceived credibility
•Less competition for advertisers
•Visual medium for a visual product
•Reader actively engaged with the media
•Loyal audience
•Higher message retention rate
39. Center for Media Research
Eye tracking software determined:
•A full-page, four-color magazine ad had 83% of the value of a 30-second television commercial.
•A typical Internet banner ad had 16% of the value of a 30-second television commercial
40. Do You Trust the Advertiser?
0%
10%
20%
30%
40%
50%
60%
70%
Print
TV
Internet
Trusted Media
VTT Research, March 2013
41. Reputation…or Action?
•Branding Ads
–Best in lifestyle magazines
–Build awareness of your services and quality
•Action Ads
–Best for newspapers or weekly publications
–Quickly draws the reader to action
44. More Than Magazines
•Newspaper – Dailies, Local Weeklies
•Magazines – Lifestyle, Health
•Arts Programs
•Church Bulletins
•New Movers Guides
•Yearbooks
47. •Radio reaches 95% of all Men & Women Ages 35-64
•Targets affluent adults: 94.7% from 75K+ HHI listen 2.5 hours each day.
•Average person listens to 14.5 hours of radio a week
•75% listen every day, 94% every week
•Intrusive medium with a highly targeted reach
•Radio sells everywhere – car, work, home, beach, office, online.
48. Go Beyond FM
•AM – Sports and News
•NPR Sponsorships
•Online – the new “listen at work”
•Sirius XM – 25m subscribers, national only
•Itunes Radio – 20m listeners, national only
•Pandora – 76.2m listeners with highly targeted local advertising
49. Script Tips
•Write from the first person perspective to help create an emotional connection
•Write for the ear and the eye – use sound effects to help people “see” the product
•Offer a landmark/point of reference for your location
•Direct listeners to your website and spell out complicated web address
52. Live Reads and Talent
•Live reads insinuate personal endorsement – PR value
•Costs more but can be worth it
•Canned reads from on-air talent get lost with everything else they record
•Mix in with your personal recordings
53. When to Run Radio
•60% of adults 35-64 listen in the car
•Run spots when you are open or direct office phone to a cell
•News/Weather sponsorships limit channel surfing
60. DIRECT MAIL
You Hate It at Home,
You’ll Love It At the Office
61. The Powerhouse of Practice Marketing
•Highly targeted audience
•Excellent for expensive metropolitan markets
•Good format for more detailed information – educate about a new product
64. Saturation or Targeting?
Age – Income – Education - Home Value Interests – Zip Code or Radius - Children
65. 30%
•If you don’t have an offer, don’t go to the mailbox
•FREE is better than a discount
•Screenings are better than a consultation
•Don’t bury the offer
67. It’s Called DIRECT for a Reason
•Short paragraphs, short words (5 letters or less)
•Don’t waste time with warm up copy
•Use bullets, bold and italics – people SKIM
•Tell the reader something he already knows to show you understand them
•Dramatize the value of the product
75. “Okay, so we got another phone call today from someone who received the postcard.
The first thing he asked was whether or not we are contracted with his dental insurance, and unfortunately, we are not. He said this is a really big deal to him because he doesn't want to go to someone who is out-of-network.
He asked a few more questions, and he hemmed and hawed awhile, and finally he said, "You know what? I guess I don't care if you're out- of-network. I just really liked that postcard. That was really good. Go ahead and schedule me!"
76. Patience Is A Virtue
•1% AFTER 4-6 x mailing
•9-12 months to see true results
•Patients hang onto materials until they are ready.
106. Words for Men
•Hierarchy
•Superior
•Advantage
•Exclusivity
•Respect
•Being Right
•Individual
•Self Reliant
•Autonomy
•Freedom
•Unique
107. An Ad Built For A Man
Headline
Make Your Point
Body Copy
Build rapport by establishing status/superiority
Illustrate competitive advantages
Be BRIEF
Contact Info
Big, bold, easy to find
108. Headline: Short
Body:
• Superiority– “Celebrity
Dentist”
• Competitive Advantage
– “I’ll Make You A
Celebrity”
• Brief – 2 lines of copy
Contact Info:
•Phone # is bold
•Web Address bottom right
109. Words for Women
•Equality
•Fairness
•Friendship
•Inclusivity
•Trust
•Group
•Mutual Support
•Interaction
110. An Ad Built For A Woman
•Headline
–Engage me emotionally
•Image
–I can relate to the model’s physical appearance
•Body Copy
–Solve my problem/make my life easier
•Call to Action
–Engage me in a conversation
112. 2. Find Your Voice
Experienced Expert
Friendly and Approachable
114. 3. Give People What They Want
•Time
•Comfort
•Money
•Popularity
•Praise
•Pride of Accomplishment
•Self Confidence
•Security
•Leisure
•Fun
•Prestige
•Enjoyment
•Health
•Better Appearance
•Exclusivity
•Envy
•Ego Gratification
•Business Advancement
•Social Advancement
115. Help Them Avoid Something
•Embarrassment
•Offense to others
•Domination by others
•Loss of reputation
•Pain
•Criticism
•Risk
•Work
•Effort
•Discomfort
•Worry
•Doubt
•Guilt
•Boredom
120. 5. Watch Your Language
•Forget the rules of grammar - write in the human vernacular
•Do something to provoke a response
•Use specifics
–Specific Benefits
–Specific Price
–Specific Savings
–Specific Proof
–Specific Credentials
121. Yale’s Top 12 Power Words
•Discovery
•Easy
•Guarantee
•Health
•Love
•Money
•New
•Proven
•Results
•Safety
•Save
•Your
132. Write Like a Friend
“Hi, my name is Brett Taylor. If you're surfing the net looking for a new dental home, you need to know this is not your average dental practice, and I'm not your average dentist.
If you've got your heart set on visiting an average dentist (you know the type, grim expression, excess facial hair, and the men are worse) then you are not going to be happy with us. We’re different, and we’re happy being different.”
135. Where are you guys located?? I am deathly afraid of the dentist and I would love a little oral humor to lighten things up!
Even though your office
is two hours away,
I think it might be worth the drive.
136. Using Video Effectively
•Use click to play over auto-play videos
•Push videos to Facebook, Twitter
•Eblasts with Smile Reminder
•Add to landing pages
137. •Welcome to our practice
•FAQ’s
–How do I brush a baby’s gums?
–What’s the proper method to floss?
–How do I save a knocked out tooth?
•Patient testimonials
–Use a comfortable setting, not the dental chair
–Feed them leading questions
–Under a minute
•Office tour
144. 5 Questions Your Website Must Answer
1.What type of business is this?
Not always as clear as you might think.
2.Is this practice a match for me?
(Do your images match your target
audience or do you personally prefer
blonde college age girls???)
3.How is this practice different from other dentists?
145. 4. What are my next steps?
Sign up for a newsletter
Read a blog
Buy a product
Schedule a consultation
5. Who else comes to this practice?
Testimonials
Patient Photography
159. Why Does Social Media Matter?
•People buy from people that they:
–KNOW
–LIKE
–TRUST
•Gives patients a glimpse of the “Man Behind the Mask”
160. What’s the Magic Formula?
•3 informative, educational posts – link to articles, infographics, videos
•1-2 promotional posts – contest, special offers
•2-3 personal social posts
162. •Holidays
–What was your favorite Christmas present?
–What did you dress as for Halloween?
•Team Member of the Month
–Favorite dental practice memory
–Last really good laugh and what was it about
–How do you spend your weekends?
•Get LOCAL! HS sports, 5K races, charity events
163. •Smile Quotes
•Special “Days”
–National Ice Cream Day
–Patient Day
–HolidayInsights.com (Bizarre & Unique Days)
•Financial Information
–Insurance participation/how to maximize
–Care Credit – links to apply
–Invisalign for only $230/month
164. •Charity Work
–Mission trips
–Battered women smile makeovers
–Fee extraction days
•Dental Emergencies
–Treating a knocked out tooth
–What to do with an abscess on the weekend
–Signs of an impacted wisdom tooth
•Classic Dental Videos
–Bill Cosby
–David at the Dentist
165. •Dental Anxiety
–Don’t make the kids nervous
–Breathing/relaxation techniques
–Sedation options
•TMJ Pain
–What causes it
–Signs and symptoms
–How to treat it
•Cancer and Dentistry
•Pregnancy and Dentistry
166. •Blog Posts – link to your website’s blog
•Dental care for pets
•Awards and accreditations
•Guess the celebrity smile
•Foods and recipes for healthy smiles
174. •When calling a business during office hours in response to marketing:
more than half of people will not leave a message on voicemail.
•8% annual drop in people leaving voicemails from July 2011 to July 2012 - Vonage
175. When they do reach your office, what do they hear?
182. Let’s Get You Set Up…
Don’t ask –
just state your next step
183. Caller Conversion Skills
•Bond with the caller/establish rapport
•Stay engaged/don’t prepare answers in advance
•Build value/reinforce their decision to call your office
•Avoid quoting fees over the phone
•Never answer just “Yes” or “No” – Think Yes AND…
185. Be Accessible
•Take calls during lunch – team can rotate days
•Answering service (please test them!)
•Forward calls when you are not in the office during SOCIETY’s normal business hours.
Mon – Fri
7a – 6p
186. On Hold
•#1 Patient complaint is SILENCE
•Captive audience!
•How often should you update?
187. The Script
•Highlight your strengths – awards, training, technology
•Offer a call to action
•Provide the most basic details
–Web address
–Hours
–Fax/Email
192. Trust Comes From…
•Keeping promises
•Honoring the work (within reason)
•Authenticity in message and action
•Educating patients
•Caring service
•A culture of respect
193. AN EROSION OF TRUST
•The hygienist conducts the exam and the dentist breezes in and out
•Preventative treatment isn’t necessary
•Dentist recommendations are only “suggestions” with minimal consequences if ignored for several years
•Dentists base decisions on finances rather than patients’ health care needs
194. HOW DO YOU
ENGENDER TRUST?
•Regular and open communication with patients and prospects
•Ensuring that front desk teams are trained to confidently answer questions and reinforce the expertise of the doctor
•Trust is built over time, so keep your name consistently in front of patients
195. 10 LIKELY DISSATISFIERS
1.Using technical language or jargon
2.Having a condescending tone, attitude
3.Long monologues without a break to include their questions or concerns
4.Not taking care of their insurance and helping them understand it all
5.Jumping into a treatment plan without building rapport and knowing “who” they are
196. 6.Keeping them waiting past 10 minutes
7.Lack of enthusiasm or emotion in your presentation
8.Not having a time and private place to discuss financial options
9.Overbearing or pushy doctor or staff
10.Not taking care of their chief complaint first
Courtesy Jameson Management
198. •Pre first visit calls
•How do you greet new patients?
•Check in with patients during their procedure to ensure comfort
•Create the WOW experience!
200. •Women care about the details!
•Large procedures:
–Movies, blankets, snacks
–Detail a patient’s car
–Celebratory white basket
•Small procedures:
–Ask about family/personal connection
–Hot towels, pillows
203. Think Reviews Don’t Matter?
•75% of reviews posted on review websites are positive.
•95% of unhappy customers will return if an issue is resolved quickly and efficiently.
•71% agree that consumer reviews make them more comfortable that they are buying the right product/service
204. •70% of people consult reviews/ratings before purchasing.
•People are 63% more likely to purchase a product from a site if it has product ratings and reviews.
•Customer reviews create a 74% increase in product conversion
213. Negative Reviews?
1.Call the patient, solve their problem and ask them to remove the review.
2.Write a public response to the review
3.Get 10x as many positive reviews published
4.If not your patient, ask Google to remove it
218. Inviting The Patients
•Butter them up – these patients have avoided the camera for a lifetime!
•“Sell” the professional photographer and makeup artist – fun day for all involved
•Explain how you will use the shots
•Give a portrait or gift as a thank you
219. Most of your patients are NOT supermodels!
(This is a good thing!)
222. Booking The Shooter
•$1,000 - $2,000 per day for an 8 hour day
•Commercial shoot with lifetime buyout of all shots
•Each patient will have 2-3 location / wardrobe changes
•Additional fees for assistants?
•Ask for all high res images on DVD
•Recommendations on location?
224. Real Patients, Real Testimonials
•Interview
–Motivation for Care
–Experience with Your Practice
–After Effects of Treatment
–Why Do You Love the Dr?
•Professionally write and get patient approval
•Get video testimonials at the same time
235. People Want Anything That…
•Reduces risk/avoids loss
•Increases perceived value
•Solves a problem
•Creates exclusivity
•Gives them a competitive advantage
•Gives them something they don’t have
237. Tried and Tested Offers
•New Patient Special
•Free Whitening “with” Purchase
•Free Implant/Cosmetic/Denture Consultation
•$1,000 off Invisalign
•0% Interest Financing
•Free Sonicare for all New Patients
•Free Report/Special Information
•Guarantees and Warranties
239. Create Scarcity
•Limited Quantity
–First 25 callers
–Fees valid for first 15 Implant cases only
•Deadlines
–Offer expires January 31
–Offer expires in 30 days
•Special Qualifications
–New patients only
243. Why Do I Need One?
•New patients
›Establish expectations
›Build value for services
•Existing patients
›Major case presentations
›Good for spouse/other decision maker
•Referral sources
•Manufacturers brochures promote them, not you
247. White Coat Syndrome
•Speaking – 125 words/minute
•Hearing – 400 words/minute
•10 minute presentation – retain 50%
•48 hours later – retain only 25%
Slow it down and make it visual
248. •People buy what they understand
•Professional presentations tell patients that you are a professional
•Create your own or use what you already have - Casey, Guru, etc.
250. •Offer in-office financing
•We accept all major credit cards
•Run a variety of finance plans to see who has the best deal – not accepted on one, but approved on another for something.
•Promote 0% financing
–Website
–Email
–In Office Displays
257. Patient Retention
The average practice loses 50% of its patient base every 5 years
–Appointment reminders
–E-newsletters
–Personal birthday wishes
–Social media management
258. It costs 6–7 times more to acquire a new customer than retain an existing one
– Bain & Company
259. A 2% increase in customer retention has the same effect as decreasing costs by 10%
– Leading on the Edge of Chaos,
Emmet Murphy & Mark Murphy
260. The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%
– Marketing Metrics
264. •15 million business pages on Facebook
•Complex algorithms that help people see what matters most
Your fans don’t see all your posts
•96% of fans don’t go back to a brand’s page after initial engagement
265. Edgerank
•An algorithm that measures:
–Affinity: how closely affiliated you are to that follower. Interact more frequently with a patient, get seen more often by that person.
–Weight of type of post: Photos, Videos, Text
–Time Decay: The older the post, the less valuable
•Only 16% of your fans will see any given post on average
266. Go Beyond Basic Text
•Photo albums - 180% more engagement
•Pictures – 120% more engagement
•Videos - 100% more engagement
267. Emoticons
Hubspot reports that “something as simple as a smiley face emoticon in your post” can:
1.Increase likes by 57%
2.Increase comments by 33%
3.Increase shares by 32%
269. Ask a Question
•If Dr. Winans’ life was a feature film, what would it be? (kick start with an answer)
•Dr. Miller wants to sponsor a local charity – which one should we help and why?
•True or False questions
270. Posting Tip!
Write your question in a
“blank text” photo to get more engagement and higher visibility
271. If money was not an object, would you prefer a white smile or a straight smile?
274. Tell Me a Story…
•Tell a patient’s story in phases of treatment
–Motivation to come see you
–Consult
–Prep
–Seat
–Life changing result
277. Don’t Leave Them Hanging
•Respond immediately or same day
•Leave Facebook open – look for notifications
•Reply as doctor for clinical posts, team for social posts
283. Start With A System
•Practice how to ask for a referral naturally
•Incentivize your team
•Choose your targets each morning
•Use the two card system
•Review results daily/stay accountable
•Every referral gets a handwritten note
285. Expand Awareness
•Add a “refer a friend” incentive button to:
–Websites
–E-Newsletters
–Automated Patient Appointment Reminders
•Promote the program with:
–Printed newsletters
–Displays in partnering businesses
288. Attention to Detail
•Don’t let a referral go by unnoticed
•Patient’s credibility is at stake – make the referred patient’s experience exceptional!
•Frequent referrers – go above and beyond!
–Flowers to office
–Dinner out or Spa day
295. Half the Money I Spend on Advertising is Wasted. The Trouble is I Don’t Know Which Half. - John Wanamaker
296. So Many Tracking Methods…
Offers Redeemed
Email Open/Click Rates
Facebook Insights
Google Analytics
Forwarding URL’s
Tracking Phone Numbers
May I Ask How You Heard About Us?
(Dig Deep!)
305. Interpreting the Data
•Total Leads by Referral Source
•Total Appointments by Referral Source
•Case Acceptance Rates
•Calculate your:
–Call to appointment conversion
–Treatment plan acceptance rate
–Cost per new patient
–Marketing source ROI
What do you need to work on?
306. What’s My ROI?
Gross Profit – Marketing Cost
Marketing Cost
23 Patients: $50,000 production - $10,000 lab = $40,000 GROSS PROFIT
TV Production ($2,000) and Media ($8,000) = $10,000 MARKETING COST
$40,000 - $10,000 = 3 : 1 ROI
$10,000