Dental Marketing - 4 Case Studies on Dental Practice Marketing

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How to do effective Dental Practice Marketing - 4 Case Studies on Dental Practice Marketing & How important is a Dentist's Reputation.

Dental Practice Marketing strategies courtesy of Healthcare Marketing Center: http://www.healthcaremarketingcoe.com/dental-practice-marketing/

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Dental Marketing - 4 Case Studies on Dental Practice Marketing

  1. 1. DENTIST’S REPUTATION(HOW TO CREATE A VERY PROFITABLE DENTAL PRACTICE)
  2. 2. What are Your Goals (Select Yours)Gain new patientsIncrease number of referralsImprove visibility of my dental practiceGain recognition in my industry & among peersHave a more profitable practiceBecome the most reputable source for patient education about dental proceduresBe on 1st page of results on Google! And be able to control what is said about me?Other…
  3. 3. GOOGLE YOUR NAMEGo on Google and “Google Your Name”What comes up?Are the “reviews” that come up representative of who you are as a dentist?Why do “review” sites claim ownership of your own name? Are they fair reviews?
  4. 4. APPOINTMENT SCHEDULING PROCESSPatient goes online (80% of U.S. Population)Searches for a “dental specialist” and locationLooks over only those dentists with websitesVerifies via content on those websites whether in fact the doctor’s expertise pertains to their medical needsThe patient makes a decision to find out more about their top 2-3 choices …
  5. 5. What happens if you don’t have a website? NOTHING HAPPENSAnd most importantly you’re completely defenselessONE bad comment WILL ruin your reputation
  6. 6. It’s 2012. Who doesn’t have a website? Can‘t Afford one? Seriously? You can’t afford $500?One root-canal patient would pay for 3 websites!
  7. 7. SO BACK ON GOOGLE What’s Relevant & Important at this point? #1 - Patient Review Sites #2 – Social Media Presence What do both have in common?They are the patient’s background check.
  8. 8. EXAMPLESHow one review can spell disaster for getting new patient volumesCould this review have been prevented if the doctor asked for feedback during the follow up?
  9. 9. Example #2 – (Doctor at Nationally recognized Hospital) 10 Surveys from 2008 STILL affect his reputation Are they representative of the doctors’ several thousand patients since then? Below “national average?” in 2008?
  10. 10. One bad review leads to “group mentality” What if that March review was never posted and was handledin real-time at the followup visit? Would others not join the “gang”
  11. 11. Same Doctor … Another review… Is it Credible? What kind of credibility does this have? Could it be an office staff member? How do you know it’s a true review?
  12. 12. It’s NOT just about POSITIVE ReviewsIt’s about a positive patient experience, every time.If EVERY patient gets your iPad to write a comment when they come in for the next visit or follow up after a dental procedure you have the opportunity to ask the patient a very important question …“Please tell us about your experience. It really matters to us that each patient gets the best treatment possible”
  13. 13. … the little things that matter “Rude receptionist …” “Doctor did not talk to me …”Can these things be addressed and corrected right there on the spot as they happen? Don’t blemish your reputation because someone in your office has a bad day. Address it!
  14. 14. The Goal“My Doctor listens to me. He cares about my needs.”
  15. 15. Form a new HabitAsk for Feedback every time …and have the right technology available to control what happens … in real time… as it happens!
  16. 16. Technology Overview: (screenshot not shown for patent protection) Getting Reviews in Your OfficeTablet PC / iPad Review App – allows you to ask for anhonest review.  Patients electronically sign off a detailed waiver  2-step verification process verifies their identity & intentions  You get to review the anonymous comment and reply to it if necessary  Publish Reviews to pre-selected Physician Review sites & your website with a click of a button  HIPAA & FTC CompliantBuilt-in Complaint Form – allows you to answer acomplaint as it’s written, before it gets published
  17. 17. Technology Overview:(screenshot not shown for patent protection)ALL PUBLISHED REVIEWS ARE LABELED AS TRUE & VERIFIED
  18. 18. Getting Reviews From Patient’s HomeYour patient can log-in directly from your website orAn embedded code is sent via email or newsletter  One click sends them to the review-form  Patients electronically sign off a detailed waiver  2-step verification process verifies their identity & intentions  You get a request to review the anonymous review  Publish Reviews to pre-selected Physician Review sites & your website with a click of a button  HIPAA & FTC CompliantBuilt-in Complaint Form – allows you to answer a complaint as it’s written, before it gets published
  19. 19. Already on Facebook? We have an APP for That! Your fans can write their review right there on Facebook! (and you can also review it)
  20. 20. The Technology continued (spread awareness, own your name)Own Your NameOwn Your LocationMobile-ReadyFully-CustomizedReviews integrated!QR integration
  21. 21. The Technology continued(Scan the QR Code onto your mobile phone and…) Make a Call Check out the Reviews Write a Review Get Directions
  22. 22. Your Monthly Report Includes All Your Reviews
  23. 23. Google Analytics and Reporting INSTALLED!Key Benefit: “Now you can measure return on investment factors”• Analyze performance and optimizecampaigns• Track local web traffic from your localnetwork!• Conversion rate tracking• Target Demographic Analysis• Campaign Profit Analysis• Measure ROI factors for local search
  24. 24. Save $Millions in Advertising CostsIf your doctors have stellar reputations and you understand the patient mind-set when looking for a new doctor (refer to slide #3) …  Do you think your conversion rates from Ad-Clicks / Radio/ Etc. to Appointments will increase?  Will you be able to get more of the patients that make your practice or hospital successful?  Will you be able to spread awareness about your top area of expertise faster and easier when you have hundreds of patient advocates on your side… working for you 24/7 (for free)?  Will you be able to gain recognition among your referring doctors if they see their patients’ comments about you?  What about the savings in promoting your Brand?
  25. 25. Case Study #1 – Dental Office in NJSpending $8,000/month on Google AdvertisementsDecreased Ad spending to $1500/month due to the enormous SEO boost of their website after 40 testimonials were published & the dentists finally Owned their name on Google.Got rid of a 1-800 “service” - $4,000/monthGot rid of 5 directory listings - $6,000/monthTotal savings for same new patient volume: $16,500/month – that’s $198,000 a year!
  26. 26. Case Study #2 – Dental Office in PADental office in a small town could not get enough patients to fill each day.“Dr Google” revealed 7 awful reviews about how horrible his office looks and smellsA practice make-over cost the doctor $3,500. Fresh paint goes a long way.All patients received letters with photos of the office and a practice re-opening. 70 patients showed up.
  27. 27. Case Study #2 – Dental Office in PA(continued)All patients were given the iPad to write a review which was published to all the major review sitesIn one day, 42 great testimonials were gathered. No incentives were given.Patient volume increased by 7 new patients per day in 5 weeks. 0 $ was spent on advertising.
  28. 28. Case Study #3 – Dental Office in High- Income Residential AreaCosmetic Dentist wanted cash-only patients. 90% of current patients were for non-cosmetic procedures and on dental discount plans or crappy insuranceShe began using our iPad/Reputation Platform and internet marketing campaign at day 1.Within 7 days she had published 19 great reviews.Investment of $1500 over 3 weeks brought in 8 patients for veneers, and 22 patients for whitening procedures.
  29. 29. Case Study #4 – Young Dentist in Manhattan, NYYoung general dentist just starting out had 4-5 patients a dayAn advertising campaign costing total of $1200 brought in 6 new patients per day.All new patients received our iPads to write reviewsAgain, no incentives were givenIn 9 weeks, average wait time to get an appointment was 2 weeks. Dentist increased his daily work-hours by 2 hours to see new patients within 24 hours of callAll patients seen for emergencies wrote amazing reviews
  30. 30. Our most important finding to increase volumesIf you’re advertising be sure to:See all patients within 24 hours of schedulingappointmentsGather reviews before you advertise.If you want to increase specific procedure volumes:Prioritize those procedures in your scheduleBut maintain prioritization for patients you haveestablished relationships withNothing is more effective than a written review
  31. 31. What do you need to Get Started? Make the Call: (646) 648 – 1355Within 48 hours of processing your payment we’ll activate your iPad, tablet PC, laptop, patient loginscreen, and website with this technology and begin working on improving your reputation. All you need is to ask for your patients’ honestfeedback while handing them the iPad and expect monthly reports. We’ll take care of the rest.
  32. 32. Make the Call: (646) 648 – 1355 Email:Linked@hmcoe.com

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