Fresh Dental Study Club - September 2013 - Marketing dental implants

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A complete overview of 2013 marketing tactics in independent dentistry

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Fresh Dental Study Club - September 2013 - Marketing dental implants

  1. 1. www.7connections.com Simple and Predictable Implant Marketing for the 21st Century Dental Practice
  2. 2. www.7connections.com23/09/13 Your attitude
  3. 3. www.7connections.com23/09/13 Selling what’s selling Your product mix Implant retained dentures Implants Restorative Short-term Ortho – Invisalign/6MS/Cfast Smile Makeovers Crown & Bridge work Veneers and same day veneers Whitening Walk-in Hygiene Sedation
  4. 4. www.7connections.com23/09/13
  5. 5. www.7connections.com23/09/13 Delivering the right direct marketing mix
  6. 6. www.7connections.com23/09/13 Delivering the right referral marketing mix
  7. 7. The growing importance of the branded experience www.7connections.com
  8. 8. www.7connections.com
  9. 9. www.7connections.com Building your web experience
  10. 10. Your website home pageYour website home page • Profile – am I in the right place? • People – do they look like a nice team? • Premises – does it suit my demographic? • Promises – are they customer service focused? • Prices – is it reassuringly expensive/affordable? • Proof – do other people speak highly of them? • Products expressed as Experiences – do they do the things I want? And for you?........ www.7connections.com
  11. 11. 20 ideas to increase your social media profile www.7connections.com
  12. 12. 1. Build a social media team www.7connections.com
  13. 13. 2. Bring your web site to life! www.7connections.com
  14. 14. 3. Build a tribe of 1000 and beyond www.7connections.com
  15. 15. 4. Activate your Facebook page www.7connections.com
  16. 16. 5. Complete your Linkedin profile www.7connections.com
  17. 17. 6. Blog at least once a week www.7connections.com
  18. 18. 7. Publish a patient e-zine www.7connections.com
  19. 19. 8. Record a monthly vlog www.7connections.com
  20. 20. 9. Check in on Foursquare www.7connections.com
  21. 21. 10. Post to Pinterest www.7connections.com
  22. 22. 11. Upload to Instagram www.7connections.com
  23. 23. 12. Tag yourself in Facebook places www.7connections.com
  24. 24. 13. Manage from hootsuite/tweetdeck www.7connections.com
  25. 25. 14. Tweet! www.7connections.com
  26. 26. 15. Create your own YouTube channel www.7connections.com
  27. 27. 16. Understand Google Analytics www.7connections.com
  28. 28. 17. Monitor your Klout score www.7connections.com
  29. 29. 18. Populate Google+ Circles www.7connections.com
  30. 30. 19. Have an opinion www.7connections.com
  31. 31. 20. Engage with your audience www.7connections.com
  32. 32. 21. Always exceed expectations “Don’t use the media, BE THE MEDIA” www.7connections.com
  33. 33. "I can't wait to tell my friends" How to turn your patients into your unpaid sales force www.7connections.com
  34. 34. www.7connections.com WOM Wobbles – why the reluctance?
  35. 35. www.7connections.com WOM attitudes – set yourself up for success
  36. 36. www.7connections.com WOM-time
  37. 37. www.7connections.com WOM methods
  38. 38. www.7connections.com WOM paper
  39. 39. The Referral Business Card - 1The Referral Business Card - 1 www.7connections.com
  40. 40. www.7connections.com The Referral Business Card - 2The Referral Business Card - 2
  41. 41. www.7connections.com WOM language Are you happy with the clinical result we have achieved? Are you happy with the customer service experience? Can we remind you that our practice grows through personal recommendation. We are looking for new patients and we would love to see more people like you. Because we like you! Would you have any objection to taking 3 of our referral business cards and passing them on to any family, friends or colleagues who you feel would benefit from a visit to a practice like ours?
  42. 42. www.7connections.com WOM wins!
  43. 43. Are you missing the trick? 1.What did the patient attend for? 2.Did you up-sell? 3.Did you invite them to become members of the practice? 4.Did you request referrals? www.7connections.com
  44. 44. NetworkingNetworking • Chamber of Commerce • Business Link • BNI • Women in Business • Other breakfast clubs • Other SIGs • Get out there and speak! www.7connections.com
  45. 45. Interruption marketing • Directories • Direct mail • Print Media • Radio • Signage www.7connections.com
  46. 46. www.7connections.com23/09/13 Work with TCO’s www.bkh.co.uk
  47. 47. Planning Considerations www.7connections.com
  48. 48. www.7connections.com 1. Establish your core values: who you are, who you want to employ, who you want to serve and how. 2. BOP – be bold, outrageous and provocative – otherwise you are invisible. 3. Embrace social media – accept that there has been a fundamental change in the way that we communicate. 4. Say something worth saying – marketing is extinct – the future is a conversation. 5. Understand the importance of tribalism in branding and create a community, not a patient database. 6. Invest in human capital: cheap wages and simple people will no longer feed you. 7. Re-write the rule book: provide dentistry in ways that would have been unimaginable even five years ago. 8. Prepare to compete: supermarkets, retailers, corporates – how are you going to be different? 9. Innovate – in everything – never do the same as others – always stay ahead of the curve. 10. Retire NOW – get out of the rat race and run your practice as the best paid hobby in the world.
  49. 49. www.7connections.com www.7connections.com

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