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Xaña Winans, President 
Golden Proportions Marketing 
From First Call to Closing the Case
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Brand Building 
•Branding 
•Signage/Location 
•Magazines 
•Newspaper 
•Radio 
•Television 
•Direct Mail 
•Billboards 
•Public Relations 
•Web Search 
•PPC 
•Web Display Ads 
•Community Presence 
•Reputation/Word of Mouth
More than a logo, it’s your …
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
•Greensburg Family Dentistry 
•Carolina Smile Center 
•Floss 
•Smile Savers 
•Dr. Larry Winans 
•Dr. Lawrence J Winans, DMD, FACD, MAGD, PC
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
Your Logo 
•Styles can be: 
–Textual 
–Geographic/Nature 
–Artistic 
–Abstract 
–Classic/Elegant 
–Contemporary/Tech 
•But it should not be this…
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
How Does This Logo Make You Different 
From Any Other Dentist?
If you MUST have a molar in your logo…
Does Your Brand Match Their Expectations? 
•Communicates an image before they walk in the door. 
•Am I in the right place?
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Want Patients To Assimilate With Your Brand?
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Signage and Location
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)
From first call to closing the case Cleveland Dental Society
One of 100
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Work-Live Retail Space
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Home or Office?
From first call to closing the case Cleveland Dental Society
Before…
From first call to closing the case Cleveland Dental Society
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
Is Print Really Dead?
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
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
Do You Trust the Advertiser? 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
Print 
TV 
Internet 
Trusted Media 
VTT Research, March 2013
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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
More Than Magazines 
•Newspaper – Dailies, Local Weeklies 
•Magazines – Lifestyle, Health 
•Arts Programs 
•Church Bulletins 
•New Movers Guides 
•Yearbooks
From first call to closing the case Cleveland Dental Society
RADIO SPOTS 
The Theater of the Mind
•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.
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
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
Make A Movie in Their Minds
Get Personal
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
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
TV COMMERCIALS
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
The Script 
•45 words to a :30 spot 
•You’ve got 50% of their attention. BE INTRUSIVE 
•Tell a story! 
•KISS. This is not yellow pages.
Make it Relatable
From first call to closing the case Cleveland Dental Society
DIRECT MAIL 
You Hate It at Home, 
You’ll Love It At the Office
The Powerhouse of Practice Marketing 
•Highly targeted audience 
•Excellent for expensive metropolitan markets 
•Good format for more detailed information – educate about a new product
42% 
38% 
35%
List 
Offer 
Creative
Saturation or Targeting? 
Age – Income – Education - Home Value Interests – Zip Code or Radius - Children
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
10% 
Message 
Design 
Creativity
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
It’s Not About What YOU Think Is Important
It’s About Solving THEIR Problems
You Have a Nano-Second
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
“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!"
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.
Direct Mail Alternatives 
•New Movers Mailings 
•Newspaper Inserts 
•Newsletters 
•Shared Mail
From first call to closing the case Cleveland Dental Society
Public Relations 
and the Art of the Spin 
Public Relations & 
The Art of the Spin
Some are born great. Some achieve greatness. Some hire public relations officers. - Daniel Boorstin
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Building a Powerful 
Internet Presence 
Xaña Winans, President 
Golden Proportions Marketing
If you want to get KNOWN, you have to be found first.
1. Place Page Signals 
•Categories 
•Keyword in Business Title 
•Proximity to the searcher
From first call to closing the case Cleveland Dental Society
2. External Location Signals 
•NAP Consistency 
–Name 
–Address 
–Phone 
•Citation Volume (Can be a mention, not just links)
3. On Page SEO 
•Domain Age 
•Title Tags 
•Nap Consistency 
•Domain Authority 
•Keyword Usage
Where Do I Find Title Tags?
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
4. Link Signals 
•Inbound Anchor Text 
•Linking Domain Authority 
•Linking Domain Quality
From first call to closing the case Cleveland Dental Society
5. Review Signals 
•Review Quantity 
•Review Velocity 
•Review Diversity
They MUST be Good 
Not Even In Contention…
6. Social Signals 
Fans, Followers, +1’s 
Fan/Follower Engagement
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Your Ideal Strategy Mix? 
It Totally Depends…
What Response Do You Want? 
•Branding: TV, Magazines, Web, Social 
•Action: Radio, TV, Newspaper, Direct Mail
What Size Market Are You In? 
•Major Metro 
•Small City 
•Suburban 
•Rural
The 5 Rules of Successful Marketing
1. Know Your Audience
Words for Men 
•Hierarchy 
•Superior 
•Advantage 
•Exclusivity 
•Respect 
•Being Right 
•Individual 
•Self Reliant 
•Autonomy 
•Freedom 
•Unique
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
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
Words for Women 
•Equality 
•Fairness 
•Friendship 
•Inclusivity 
•Trust 
•Group 
•Mutual Support 
•Interaction
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
Reader Benefit 
Solves A Problem I Have 
Call to Action 
Emotional 
Benefit
2. Find Your Voice 
Experienced Expert 
Friendly and Approachable
From first call to closing the case Cleveland Dental Society
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
Help Them Avoid Something 
•Embarrassment 
•Offense to others 
•Domination by others 
•Loss of reputation 
•Pain 
•Criticism 
•Risk 
•Work 
•Effort 
•Discomfort 
•Worry 
•Doubt 
•Guilt 
•Boredom
From first call to closing the case Cleveland Dental Society
4. Be Specific. Be Focused. Be Crystal Clear.
Name Blocked to Protect the Innocent 
Who Is This Woman?
From first call to closing the case Cleveland Dental Society
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
Yale’s Top 12 Power Words 
•Discovery 
•Easy 
•Guarantee 
•Health 
•Love 
•Money 
•New 
•Proven 
•Results 
•Safety 
•Save 
•Your
From first call to closing the case Cleveland Dental Society
Likable Websites
User Experience 
Visual Design 
Content Strategy 
Interaction Design
First Impressions Still Count
#1 Site for “Chicago Dentist”
#2 Site for “Chicago Dentist”
Keep Brand Familiarity
Put a Face on It
Skimmable Content – 28% Read
Go Right to the Benefits
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.”
Get Personal. And Personable.
From first call to closing the case Cleveland Dental Society
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.
Using Video Effectively 
•Use click to play over auto-play videos 
•Push videos to Facebook, Twitter 
•Eblasts with Smile Reminder 
•Add to landing pages
•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
AACD Member?
Usable Navigation
Are You Mobile?
Mobile Friendly
Mobile Optimized
Responsive Design
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?
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
Get Social. 
Want to be Likable?
Why is Social Networking so Popular?
People are inherently curious and voyeuristic
It’s incredibly easy to use
From first call to closing the case Cleveland Dental Society
But the Real Reason We Love It?
From first call to closing the case Cleveland Dental Society
•30-40% of our daily conversations center around our own experiences. 
•Yet, up to 80% of what we post on social media is about ourselves.
Harvard Study, 2012 
Participants were given the choice of: 
Talking about themselves or 
Listening to others judge their thoughts.
An MRI showed that the act of self disclosure lights up areas of the brain 
associated with EATING and SEX.
Participant’s pleasure centers 
lit up more when they were told they had an audience.
Participants enjoyed sharing about themselves so much that they were willing to forego money for it.
So Many Social Channels – Where Do You Start?
Why Does Social Media Matter? 
•People buy from people that they: 
–KNOW 
–LIKE 
–TRUST 
•Gives patients a glimpse of the “Man Behind the Mask”
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
Need a Few Ideas?
•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
•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
•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
•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
•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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
In Other Words… 
e 
Lighten Up!
#4 Answer the Phone 
First Impressions Count
Do your patients always reach a live body?
•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
When they do reach your office, what do they hear?
DR’S OFFICE, WHAT DO YOU WANT???
Dr. Miller’s, 
Can I 
Help You?
It’s a great day at Dr. Miller’s office, this is Jenny, how can I make you smile today?
You Certainly Called the Right Place!
What You Need is Exactly What We Do
You’re Going to Love Dr. Miller!
Let’s Get You Set Up… 
Don’t ask – 
just state your next step
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…
Teach Your Team to Say YES!!!
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
On Hold 
•#1 Patient complaint is SILENCE 
•Captive audience! 
•How often should you update?
The Script 
•Highlight your strengths – awards, training, technology 
•Offer a call to action 
•Provide the most basic details 
–Web address 
–Hours 
–Fax/Email
Put the Power of Testimonials to Work for You
Testimonials Start Here 
•Be Positive 
•Be Passionate 
•Be Genuine 
•Be Kind 
•Be Humble 
•Listen 
•Compliment Others First
From first call to closing the case Cleveland Dental Society
TRUST - Do you have it?
Trust Comes From… 
•Keeping promises 
•Honoring the work (within reason) 
•Authenticity in message and action 
•Educating patients 
•Caring service 
•A culture of respect
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
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
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
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
The New Patient Experience
•Pre first visit calls 
•How do you greet new patients? 
•Check in with patients during their procedure to ensure comfort 
•Create the WOW experience!
From first call to closing the case Cleveland Dental Society
•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
Fulfilled (and Unfulfilled) Expectations of Trust Turn Into…Reviews
You’re Only As Good As 
Other People Think You Are
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
•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
90% of Consumers Say Online Reviews Influence Buying Decisions
80% of Shoppers Change a Purchase Decision Based on Negative Reviews
Who Would You Call?
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
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
So Many Review Sites, So Little Time
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Patient Photo Shoots
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
Most of your patients are NOT supermodels! 
(This is a good thing!)
Don’t let patients do their own makeup!
Natural makeup leaves the focus on the teeth
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?
Which images offer a greater emotional appeal?
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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Reveal Party: 
Unveil portraits and have patients autograph their images
Not Ready to Shoot Your Patients? You Can Still Promote Dentistry
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Want to Trigger a Trial? 
Sweeten the Deal
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
From first call to closing the case Cleveland Dental Society
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
From first call to closing the case Cleveland Dental Society
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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
The New Patient Packet
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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
BE AN EDUCATOR
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
•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.
Promote Financing Options
•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
Approach Trends With Caution 
•Sleep Apnea 
•Cosmetics 
•Implants 
•Invisalign 
•Implant Retained Dentures 
•Lumineers 
•Whitening 
•Cerec 
•Facelift Dentures 
•Sedation
The Risks and Rewards of Niche Dentistry
Are You The… 
•First? 
•Only One in the Market? 
•Most Experienced? 
•Most Highly Trained? 
OR 
•Just an Also-Ran?
Seek Balance 
75% 
Hygiene, Family, Crown & Bridge, Dentures, 
25% 
Cosmetics, Implants, Sleep Apnea, Occlusion
General 
Niche
Would You Please REPEAT That?
Patient Retention 
The average practice loses 50% of its patient base every 5 years 
–Appointment reminders 
–E-newsletters 
–Personal birthday wishes 
–Social media management
It costs 6–7 times more to acquire a new customer than retain an existing one 
– Bain & Company
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
The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% 
– Marketing Metrics
From first call to closing the case Cleveland Dental Society
E-Newsletters/Targeted E-Blasts
Facebook is All About 
Engagement
•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
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
Go Beyond Basic Text 
•Photo albums - 180% more engagement 
•Pictures – 120% more engagement 
•Videos - 100% more engagement
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% 

From first call to closing the case Cleveland Dental Society
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
Posting Tip! 
Write your question in a 
“blank text” photo to get more engagement and higher visibility
If money was not an object, would you prefer a white smile or a straight smile?
Share Good News
From first call to closing the case Cleveland Dental Society
Tell Me a Story… 
•Tell a patient’s story in phases of treatment 
–Motivation to come see you 
–Consult 
–Prep 
–Seat 
–Life changing result
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
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
Refer: The Holy Grail of Marketing
Why Do We Refer?
Exclusivity
Connection
Social Currency
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
From first call to closing the case Cleveland Dental Society
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
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
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
Are you Referral Worthy? Is Your Practice…
Plain Vanilla?
Or Something Worth Talking About?
Celebrate Their Special Day
From first call to closing the case Cleveland Dental Society
Accountability
Half the Money I Spend on Advertising is Wasted. The Trouble is I Don’t Know Which Half. - John Wanamaker
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!)
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Measure Reach and Engagement
Analytics
Google Analytics
From first call to closing the case Cleveland Dental Society
From first call to closing the case Cleveland Dental Society
Content Rank
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?
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
And Remember…
Your Practice Will Not Grow By Web Alone 
Search is only part of the game
Great Rank, Average Traffic
Great Rank, Excellent Traffic
Good Rank, Amazing Traffic
What Did You Learn Today?
Don’t Know Where to Start? 
GPM’s Marketing Diagnostic and Treatment Plan: $1,000 
VAGD Members SAVE $500 
(Exp. 2/28/14)
866-590-4476 Xana@GoldenProportions.com

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From first call to closing the case Cleveland Dental Society

  • 1. Xaña Winans, President Golden Proportions Marketing From First Call to Closing the Case
  • 4. Brand Building •Branding •Signage/Location •Magazines •Newspaper •Radio •Television •Direct Mail •Billboards •Public Relations •Web Search •PPC •Web Display Ads •Community Presence •Reputation/Word of Mouth
  • 5. More than a logo, it’s your …
  • 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?
  • 13. If you MUST have a molar in your logo…
  • 14. Does Your Brand Match Their Expectations? •Communicates an image before they walk in the door. •Am I in the right place?
  • 18. Want Patients To Assimilate With Your Brand?
  • 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
  • 46. RADIO SPOTS The Theater of the Mind
  • 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
  • 50. Make A Movie in Their Minds
  • 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
  • 57. The Script •45 words to a :30 spot •You’ve got 50% of their attention. BE INTRUSIVE •Tell a story! •KISS. This is not yellow pages.
  • 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
  • 66. 10% Message Design Creativity
  • 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
  • 68. It’s Not About What YOU Think Is Important
  • 69. It’s About Solving THEIR Problems
  • 70. You Have a Nano-Second
  • 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.
  • 77. Direct Mail Alternatives •New Movers Mailings •Newspaper Inserts •Newsletters •Shared Mail
  • 79. Public Relations and the Art of the Spin Public Relations & The Art of the Spin
  • 80. Some are born great. Some achieve greatness. Some hire public relations officers. - Daniel Boorstin
  • 84. Building a Powerful Internet Presence Xaña Winans, President Golden Proportions Marketing
  • 85. If you want to get KNOWN, you have to be found first.
  • 86. 1. Place Page Signals •Categories •Keyword in Business Title •Proximity to the searcher
  • 88. 2. External Location Signals •NAP Consistency –Name –Address –Phone •Citation Volume (Can be a mention, not just links)
  • 89. 3. On Page SEO •Domain Age •Title Tags •Nap Consistency •Domain Authority •Keyword Usage
  • 90. Where Do I Find Title Tags?
  • 93. 4. Link Signals •Inbound Anchor Text •Linking Domain Authority •Linking Domain Quality
  • 95. 5. Review Signals •Review Quantity •Review Velocity •Review Diversity
  • 96. They MUST be Good Not Even In Contention…
  • 97. 6. Social Signals Fans, Followers, +1’s Fan/Follower Engagement
  • 101. Your Ideal Strategy Mix? It Totally Depends…
  • 102. What Response Do You Want? •Branding: TV, Magazines, Web, Social •Action: Radio, TV, Newspaper, Direct Mail
  • 103. What Size Market Are You In? •Major Metro •Small City •Suburban •Rural
  • 104. The 5 Rules of Successful Marketing
  • 105. 1. Know Your Audience
  • 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
  • 111. Reader Benefit Solves A Problem I Have Call to Action Emotional Benefit
  • 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
  • 117. 4. Be Specific. Be Focused. Be Crystal Clear.
  • 118. Name Blocked to Protect the Innocent Who Is This Woman?
  • 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
  • 124. User Experience Visual Design Content Strategy Interaction Design
  • 126. #1 Site for “Chicago Dentist”
  • 127. #2 Site for “Chicago Dentist”
  • 129. Put a Face on It
  • 131. Go Right to the Benefits
  • 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.”
  • 133. Get Personal. And Personable.
  • 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
  • 146. Get Social. Want to be Likable?
  • 147. Why is Social Networking so Popular?
  • 148. People are inherently curious and voyeuristic
  • 151. But the Real Reason We Love It?
  • 153. •30-40% of our daily conversations center around our own experiences. •Yet, up to 80% of what we post on social media is about ourselves.
  • 154. Harvard Study, 2012 Participants were given the choice of: Talking about themselves or Listening to others judge their thoughts.
  • 155. An MRI showed that the act of self disclosure lights up areas of the brain associated with EATING and SEX.
  • 156. Participant’s pleasure centers lit up more when they were told they had an audience.
  • 157. Participants enjoyed sharing about themselves so much that they were willing to forego money for it.
  • 158. So Many Social Channels – Where Do You Start?
  • 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
  • 161. Need a Few Ideas?
  • 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
  • 171. In Other Words… e Lighten Up!
  • 172. #4 Answer the Phone First Impressions Count
  • 173. Do your patients always reach a live body?
  • 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?
  • 176. DR’S OFFICE, WHAT DO YOU WANT???
  • 177. Dr. Miller’s, Can I Help You?
  • 178. It’s a great day at Dr. Miller’s office, this is Jenny, how can I make you smile today?
  • 179. You Certainly Called the Right Place!
  • 180. What You Need is Exactly What We Do
  • 181. You’re Going to Love Dr. Miller!
  • 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…
  • 184. Teach Your Team to Say YES!!!
  • 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
  • 188. Put the Power of Testimonials to Work for You
  • 189. Testimonials Start Here •Be Positive •Be Passionate •Be Genuine •Be Kind •Be Humble •Listen •Compliment Others First
  • 191. TRUST - Do you have it?
  • 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
  • 197. The New Patient Experience
  • 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
  • 201. Fulfilled (and Unfulfilled) Expectations of Trust Turn Into…Reviews
  • 202. You’re Only As Good As Other People Think You Are
  • 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
  • 205. 90% of Consumers Say Online Reviews Influence Buying Decisions
  • 206. 80% of Shoppers Change a Purchase Decision Based on Negative Reviews
  • 207. Who Would You Call?
  • 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
  • 214. So Many Review Sites, So Little Time
  • 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!)
  • 220. Don’t let patients do their own makeup!
  • 221. Natural makeup leaves the focus on the teeth
  • 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?
  • 223. Which images offer a greater emotional appeal?
  • 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
  • 230. Reveal Party: Unveil portraits and have patients autograph their images
  • 231. Not Ready to Shoot Your Patients? You Can Still Promote Dentistry
  • 234. Want to Trigger a Trial? Sweeten the Deal
  • 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
  • 242. The New Patient Packet
  • 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
  • 251. Approach Trends With Caution •Sleep Apnea •Cosmetics •Implants •Invisalign •Implant Retained Dentures •Lumineers •Whitening •Cerec •Facelift Dentures •Sedation
  • 252. The Risks and Rewards of Niche Dentistry
  • 253. Are You The… •First? •Only One in the Market? •Most Experienced? •Most Highly Trained? OR •Just an Also-Ran?
  • 254. Seek Balance 75% Hygiene, Family, Crown & Bridge, Dentures, 25% Cosmetics, Implants, Sleep Apnea, Occlusion
  • 256. Would You Please REPEAT That?
  • 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
  • 263. Facebook is All About Engagement
  • 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
  • 278. Refer: The Holy Grail of Marketing
  • 279. Why Do We Refer?
  • 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
  • 289. Are you Referral Worthy? Is Your Practice…
  • 291. Or Something Worth Talking About?
  • 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!)
  • 299. Measure Reach and Engagement
  • 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
  • 308. Your Practice Will Not Grow By Web Alone Search is only part of the game
  • 311. Good Rank, Amazing Traffic
  • 312. What Did You Learn Today?
  • 313. Don’t Know Where to Start? GPM’s Marketing Diagnostic and Treatment Plan: $1,000 VAGD Members SAVE $500 (Exp. 2/28/14)