This document provides an overview of branding and marketing strategies for dental practices. It discusses the importance of branding, including developing a branding statement and logo. It also covers various marketing channels such as signage, print advertising, radio, television, direct mail, the internet, and social media. For each channel, it provides tips on effective messaging and examples of campaigns. It emphasizes measuring the results of different marketing tactics and focusing efforts on retaining existing patients through communications like newsletters. The overall goal is to establish trust with patients and get referrals through providing an exceptional customer experience.
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
9. Your Logo
Styles can be:
–
–
–
–
–
–
Textual
Geographic/Nature
Artistic
Abstract
Classic/Elegant
Contemporary/Tech
10. How Does This Logo Make You Different
From Any Other Dentist?
14. 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)
22. It’s ALIVE!
Long term tangibility
Perceived credibility
Visual medium for a visual product
Reader actively engaged with the media
Loyal audience
Higher message retention rate
23. Do You Trust the Advertiser?
Trusted Media
70%
60%
50%
40%
30%
20%
10%
0%
Print
TV
Internet
VTT
Research, M
arch 2013
27. Radio reaches 95% of all Adults Ages 35-64
Targets affluent adults:
94.7% from 75K+ HHI listen 2.5 hours/day
Average person listens to 14.5 hours of radio/wk
Intrusive medium with a highly targeted reach
Radio sells everywhere –
car, work, home, beach, office, online.
28. Go Beyond FM
AM – Sports and News
NPR Sponsorships
Online – the new “listen at work”
Pandora – 76.2m listeners
Find highly targeted local advertising
30. Live Reads and Talent
Live reads imply personal endorsement
Canned reads from on-air talent get lost
with everything else they record
Mix live reads with branding spots
40. 30%
No offer? Don’t go to the mailbox
FREE is better than a discount
Screenings are better than a consultation
Don’t bury the offer/Be visually BOLD
42. It’s Called DIRECT for a Reason
Short paragraphs, words with 5 letters or less
Don’t waste time with warm up copy
Use bullets, bold and italics – people SKIM
Dramatize the value of the product
65. Words for Men
• Hierarchy
• Individual
• Superior
• Self Reliant
• Advantage
• Autonomy
• Exclusivity
• Freedom
• Respect
• Unique
• Being Right
66. Words for Women
• Equality
• Trust
• Fairness
• Group
• Friendship
• Mutual Support
• Inclusivity
• Interaction
67. 2. Find Your Voice
Experienced Expert
Friendly and
Approachable
68.
69. 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
70. Help Them Avoid Something
Embarrassment
Offense to others
Domination by others
Loss of reputation
Pain
Criticism
Risk
Work
Effort
Discomfort
Worry
Doubt
Guilt
Boredom
75. 5. Watch Your Language
Forget the rules of grammar - write in the
human vernacular
Use specifics
Specific Benefits
Specific Price
Specific Savings
Specific Proof
Specific Credentials
76. Yale’s Top 12 Power Words
Discovery
New
Easy
Proven
Guarantee
Results
Health
Safety
Love
Save
Money
Your
86. 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.”
107. 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
109. • 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
110. • 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
111. • 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
126. Let’s Get You Set Up…
Don’t ask –
just state your next step
127. 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…
129. 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
134. Trust Comes From…
Keeping promises
Honoring the work (within reason)
Authenticity in message and action
Educating patients
Caring service
A culture of respect
135. AN EROSION OF TRUST
The hygienist conducts the exam and the
dentist breezes in and out
Dentist recommendations are only
“suggestions” with minimal consequences if
ignored for several years
Dentists base decisions on finances rather
than patients’ health care needs
136. A WOWed New Patient
Pre first visit calls
How do you greet new patients?
Check in with patients during their
procedure to ensure comfort
Create the WOW experience!
140. Think Reviews Don’t Matter?
70% of people consult reviews/ratings
before purchasing.
90% of consumers say online reviews
influence buying decisions
63% more likely to purchase a product if
it has product ratings and reviews.
141. 80% of Shoppers Change a Purchase
Decision Based on Negative Reviews
146. 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
151. 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
152.
153.
154. 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
158. 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
161. 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
163. 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
Direct Mail
170. 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
171. Go Beyond Basic Text
Photo albums - 180% more engagement
Pictures – 120% more engagement
Videos - 100% more engagement
172. Emoticons
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%
- Hubspot, 2013
173.
174. Posting Tip!
Write your question in a
“blank text” photo to get
more engagement and
higher visibility
175. If money was not an
object, would you
prefer a white smile
or a straight smile?
181. 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
186. Half the
Money I
Spend on
Advertising is
Wasted.
The Trouble is
I Don’t Know
Which Half.
- John Wanamaker
187. 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!)