Goal setting, USP development, internal, external and digital marketing are all explored to help dental practices create a measurable annual marketing plan.

1. XANA WINANS, PRESIDENT
more than marketing
gpm

2. DAY 1
• Goal Setting
• Positioning Strategies
• The New Patient Experience
• Practice Branding
• Retention Strategies
• Reactivation Marketing
• Referral Marketing

3. DAY 2
• The Power of Authenticity
• Traditional Marketing Avenues
• Direct Response Marketing
• Video Magic
• Websites, SEO, PPC & Social
• Your Online Reputation
• Measure What You Market
• Build Your Plan

4. WHAT
DOYOU
WANT
TO
LEARN?

5. GOAL SETTING:
START WITHTHE END IN MIND

6. WHAT WEREYOUR
3 BIGGEST WINS IN 2015?

7. WHAT 3 THINGS WERE YOU THANKFUL
FOR AT YOUR PRACTICE IN 2015?

8. WHAT ARETHE 3 BIGGEST CHALLENGES
YOU GREWTHROUGH IN 2015?

9. WHAT ARE YOUR 3
BIGGEST “UNFINISHED
BUSINESS” ITEMS?

10. WHAT ARE
YOUR 3
BIGGEST
ASPIRATIONS
FOR YOUR
PRACTICE IN
2016?

11. HOW DOYOU
WANT “X”TO
BE DIFFERENT
INYOUR
PRACTICE IN
2016? NAME 3.

12. SMART GOALS
• Specific
• Measurable
• Actionable
• Realistic
• Time Based

13. SAMPLE GOALS
• Start 2 Invisalign cases per month in 2016
• Convert 80% of all NPO’s into confirmed
appointments and measure progress monthly
• Incorporate tracking methods in all marketing.
Add to existing marketing by 4/30/16.

14. A DENTIST IS A DENTIST IS A DENTIST
DEFINING YOUR USP

15. There are 210,036 Dentists in the US.
Why should I pick you?

16. SURVEY SAYS…

17. GET ME
IN
WITHIN
48
HOURS

18. WARM AND
FRIENDLY
STAFF

19. HIGHEST STANDARDS OF
STERILIZATION AND CLEANLINESS

20. UPTO
DATE
OFFICE

21. POST OP
CALLS AND
INSTRUCTIONS

22. PERSONAL
HYGIENE OF
DOCTOR AND
STAFF

23. QUALITY OF
YOUR SMILE

24. 4-5 MILES
FROM WORK
OR HOME

25. 7A - 10A
AND
3P - 6P

26. Well ExplainedTreatment Plans
and Several Financial Options

27. IFYOUR
COMPETITION
DOESN’T DO
ALLTHAT,
ANDYOU DO,
THERE’SYOUR
USP.
BUT IFTHEY
DO…WHAT
ELSE SETSYOU
APART?

28. POSITIONINGYOUR PRACTICE
IN A SEA OF SAMENESS

29. THIS DOES NOT
MAKEYOU UNIQUE
Great customer service (commodity)
Gentle touch (If you don’t I’m not coming back)
We listen (I would hope so)
Advanced training (too vague)
We provide high quality care (undefinable)

30. Sure, whatever…

31. YOUR USP IS A PROMISE
Service
Technology
Training/Education
Accreditation
Atmosphere
Hours
Price/Value

32. LET’S DEFINEYOUR USP

33. WHAT SEPARATES US?

34. WHAT DO WE DO BEST?

35. WHAT IS
OUR NICHE?

36. WHAT DO PATIENTS SEE
AS OUR UNIQUENESS?

37. WHAT ARE OUR STRENGTHS?

38. WHAT ARE OUR WEAKNESSES?

39. WHAT ARE
OUR
PATIENT’S
BIGGEST
PROBLEMS?

40. HOW DO WE MATCH UP?

41. 10 Minute Break

42. THE NEW PATIENT EXPERIENCE:
WHERE EVERY LITTLETHING COUNTS

43. BASIC EXPECTATIONS
Sweaty palms…knot in my stomach…just breathe…
It’s going to hurt.And dentists clearly like inflicting pain.
I can’t wait to see what this is going to cost me…
He’s running late. I’m wasting precious time off for this???
The smell.The taste.That bright light in my eyes…ugh.

44. LET’S
REWRITE
THE STORY

45. Assemble a “critique board” to evaluate:
• Your location and signage
• How you answer the phone and your on hold message (or lack thereof)
• Your hours
• Parking/Accessibility
• The entrance to your office
• How patients are greeted and the forms they complete
• How you collect money
WOMEN JUDGE
EVERYTHING

46. • Your technology
• How your office smells
• Background music and volume
• Visual noise/clutter
• How well you explain treatment
• Cleanliness and upkeep
• Scrubs and uniforms
• If you are gentle
Picky,
Picky,
Picky!

47. THE IMPATIENT PATIENT
• Patients call when it’s
convenient forTHEM.
Lunch. Weekends.
Before and after work.
• You are an errand to be
crossed of their list.
• 80%+ of all callers do not
leave a message when they
reach voicemail.

48. 100,000 screened calls:
• 57.2% of NPO’s scheduled
• 40% of NPO’s “not ready to schedule right now”
• 8-10% of all appointments will cancel
• Phones only answered 68% of the time
• 30 new patient calls/month
• 32% unanswered calls = 9.6 new patient calls missed/month
• 70% appointment rate = 7 new patients that went to another office
• NP value $1,500 x 7 missed patients x 12 months = $126,000 in another doctor’s
pocket
CALLTRACKING STUDY

49. SOLUTIONS?
• Reroute calls to the back office after 2-3 rings
• Staff phones 7a-7p Mon - Fri
• Forward calls to an after-hours cell phone
• Put scheduling in the cloud so accessible from anywhere
• Send overflow calls to a call center (If you do, they MUST
have direct access to your schedule.)

50. THE CALL
• Front desk = sales
professional
• The problem with
scripts
• Always answer a
question with a
question
• Who’s leading the call?

51. EXPECTED MINIMUMS
• Call answered within 2-3 rings
• Answers the phone with a smile/enthusiasm in their voice
• Clearly states their name and doctor/practice name and asks how they can help the caller
• Asks for the caller’s name
• Asks the caller how they heard about the practice
• Speaks clearly and is easy to understand throughout the conversation
• Caller is not placed on hold OR:
• Asks for permission to place caller on hold and hold lasts 30 seconds or less
• If extremely busy, asks caller for name, time and phone number to return the call at a specified
time

52. RELATIONSHIP BUILDING
• Is friendly, attentive and engaged in the call
• Uses the caller’s name at least twice in the call
• Builds rapport by finding a common connection
• Creates value and credibility for the doctor and the practice
• Sympathizes with caller’s situation if caller is in pain
• Explains procedures using layman’s terms

53. THE CLOSE
• Clearly explains any advertised offers the patient may ask about
• Does not quote prices
• Overcomes patient objections to price, insurance or other pain points
• Asks for the appointment
• Presents multiple scheduling options
• I have availabilityTuesday andThursday this week.Which is better for you?
• Do you prefer mornings or afternoons?
• Would you like the 3:00 or 4:30 appointment?
• Directs caller to website to complete new patient forms or explains alternative options
• Asks caller if they need directions to the office/explains landmarks/explains parking

54. How DidYou Score?

55. QUESTIONS AND CLOSES
THE ASSUMPTIVE CLOSE
• Q: Are you open on Fridays?
• A: We are open Monday throughThursday and have both early morning and evening appointments to
accommodate busy schedules. I’d love to find something convenient for you. What time of day works
best?
• Q: Do you participate with my insurance?
• A: We actually have quite a few patients in our practice with your insurance! While we have no contracts
with any insurance companies, we work with all insurance companies that allow you the freedom to select
your own dentist.We’ll work closely with you to help you get the maximum benefit your plan offers with
our practice. Let’s get you scheduled for your first appointment and I’ll be happy to help you with
your insurance when we meet. Do you prefer morning or evening appointments?

56. THE BONUS CLOSE
• Q: How much do you charge for a dental implant?
• A: Can you tell me why you think you need a dental implant?
• Q: Well, I had a tooth removed and the oral surgeon said an implant
might be a good solution.
• A: Dr. Jones has years of experience and specialized training in the
placement and restoration of dental implants, and his cases look so
natural!You’re going to love his work! Every case is different, so we
should get you scheduled for a no-charge consultation so Dr.
Jones can make sure we have the perfect solution for you. Let’s
get you on the calendar so we can figure out exactly what that is.What
day of the week works best for you?

57. THE DEMONSTRATION CLOSE
• Q: I don’t like my crooked teeth. How much do you charge for
Invisalign?
• A: Mary, you are going to love how Invisalign can change your smile
without those metal wires that can make you feel like you’re still a
teenager in high school. Are you in front of your computer? Let
me show you some of the Invisalign cases Dr. Jones has done
for our patients; it’s absolutely amazing to see the before and
after images. I also want you to check out some of the
testimonials from our patients who have completed this same
treatment. Now, I want to make sure Invisalign is the right solution
for you, so let’s get you in for that consult we talked about.Are you
free this Monday?

58. THE SCARCITY CLOSE
• Q: Does your office do dentures?
• A: Do you already have dentures, or do you think you might be needing them?
• Q: I already have an upper denture, but it’s really uncomfortable and I’m having
trouble eating. I think I need a new one.
• A: I see.Yes, a painful denture is really not a great way to live, is it? Dr. Jones has
actually helped quite a number of our patients with this same problem, and they
love our results. Dr. Jones uses dental implants to hold the denture in place, which
makes it incredibly stable. Patients tell me it’s as comfortable as their own natural
teeth.They can talk, eat and laugh just like they did when they were younger. And
the aesthetics are unbelievable; and unlike those cheap ones you get at the chain
clinics you would never know it’s a denture, Not everyone is a candidate for
this solution, so we should do an exam with Dr. Jones to see how best we can
help you. How does thisTuesday look for you?

59. THE IQ CLOSE
• Q: I have a flipper that I just hate. How much do you charge for a
dental implant?
• A: Mark, it sounds like you already did some homework online
before you called us, so you’re probably already familiar with
why a dental implant is the best solution. Dr. Jones has a very
critical eye for aesthetics and you’ll find that his 15 years of experience
in dental implants is really going to make a world of difference in the
end result of your smile. As a professional, you already know how
much an attractive smile means when speaking with a client.
Let’s get you in for that consultation we discussed so you and Dr.
Jones can talk about how to solve this problem for you. I have an
opening on Wednesday at 4pm. How does that work for you?”

60. KEY PHRASESTO USE
• Let’s do this… (ie - don’t ask, tell)
• You’re going to LOVE Dr.Winans!
• Here’s what you can expect
• While I have you on the phone, is
there anyone else I can schedule
for you?

61. FIRST APPOINTMENT
• 48 hours before - reminder call, parking, forms
• 24 hours before - intro call from the Doctor
• Time of appointment - expect the patient, greet
by name

62. CREATE LOYALTY
• First impressions are lasting
impressions
• Be unexpected
• Give your team the freedom to fix
any problem
• Ask for referrals - and then recognize
your patient when you get one!

63. WOW FACTORS
• Comfort menu
• Special event whitening
(milestone birthdays,
graduation gifts, anniversaries)
• Send birthday flowers to the
office
• Lip balm for long procedures
• Free electric toothbrush for
large restorative cases
• Have apology gifts ready

64. HOW CANYOU ENHANCEYOUR
NEW PATIENT EXPERIENCE?

65. 10 Minute Break

66. Branding

67. BRANDING
ISTHE
EMOTIONAL
RESPONSE
THAT A
COMPANY
EVOKES IN A
CUSTOMER

68. It’s everything you do, say, see and feel

69. Sugar Fix
Smile Savers
Dr. Larry Winans
Lawrence J.Winans DMD FACD, MAGD, PA

70. Nike
McDonalds
Zales
Verizon
WalMart

71. GIVETHE CONSUMER A
LITTLE CREDIT

72. GET SOME PERSPECTIVE

74. THINGSTO CONSIDER
• How will it look:
• Embroidered on scrubs?
• At a distance on a sign or billboard?
• Printed on your statements and forms?
• Will it get used vertically or horizontally the most?
• Will gradients, metallic inks and B/W options look okay?
• Can you use the icon independently from the practice name?

75. BRAND CONSISTENCY
• Signage
• NP Packet/Brochure
• Electronic Communications
• Email Signatures
• Social Media
• Internet
• Online Reputation

77. Website
Signage
Social Media

78. What makes your practice likable?
Why do patients trust your practice?
Are there any signals that might cause
a patient to distrust you?
Why do patients buy from you?

79. RETENTION STRATEGIES
Get ‘Em. Keep ‘Em.

80. IT COSTS MORETO REPLACETHEM
THAN IT DOESTO KEEPTHEM
• It costs 90% less to get an existing patient to
return than it costs to replace them.
• 8% of the US population moves every year
• Average practice loses 50% of its patients every 5
years

81. • 1% die
• 3% move away
• 5% leave and do business with another practice because of a recommendation from a
friend or relative
• 9% leave and do business with another practice because they think the other practice
has better products, services or prices.
• 14% leave because they are dissatisfied with the product or service
• 68% leave due to an attitude of indifference - you must not care about me/just a number
• Unclear or dismissive communication
• Insisting on being right
WHY DO PATIENTS LEAVE?

82. WHAT
ENHANCES
PATIENT
RETENTION?

83. ACCESSTO CARE
Hours
Location
Affordability
Direct access
to the Doctor

84. CARE DELIVERY
Gentle, attentive approach
Team who interacts directly with
patient
Clearly explain procedures
Follow up calls
Nightly calls for every patient
who received a shot

85. PERSONALIZED EXPERIENCES
Remember birthdays and
anniversaries
Ask personal questions from
our last conversation

86. CONSTANT AND NEVER
ENDING IMPROVEMENT
• Timeliness
• Pain
• How the team treats patients
• How the dentist treats patients
• Cleanliness of the office
• Cost of treatment / What insurance will cover
(regardless of your participation in their plan)
• What treatment patients suspect they need

87. • Promotional specials: Invisalign, whitening
loyalty programs
• E-Newsletters
• Social media
• End of the year benefits reminders
Retention
ThroughTOMA

88. What a Waste.
Don’t let your dental benefits slip away!
One Mailing. 72 Calls.

89. What is the average life span of a patient in your practice?
How can you extend that life span?
What methods do you employ to stay in contact
with patients in-between visits?
What additional methods can you use to increase retention?

90. REACTIVATION
They loved you once…

91. We’ve missed
your smile.

93. ONE
MAILING.
38 CALLS.
13 calls a full month later…
people hang onto this!

94. We Don’t Always Have Patients
as Good-Looking as
You.

96. What would
your mother say
if she knew you aren’t keeping up
with your dental hygiene visits?

98. REACTIVATION PROTOCOL
• 1st - Cell
• 2nd - Office
• 3rd - Home
• Once every 6-8 weeks
• Alternate calls with mailings
and email
• Keep at it for 1-2 years

99. How frequently do you contact patients who are overdue for care?
What methods do you use?
What new strategies do you want to try to reactivate your patients?

100. REFERRAL MARKETING

101. WHAT’S LEGAL?
4.E.1. SPLIT FEES IN ADVERTISING AND MARKETING SERVICES.
The prohibition against a dentist’s accepting or tendering rebates or split fees applies to business
dealings between dentists and any third party, not just other dentists. Thus, a dentist who pays for
advertising or marketing services by sharing a specified portion of the professional fees
collected from prospective or actual patients with the vendor providing the advertising or
marketing services is engaged in fee splitting. The prohibition against fee splitting is also applicable
to the marketing of dental treatments or procedures via “social coupons” if the business
arrangement between the dentist and the concern providing the marketing services for that
treatment or those procedures allows the issuing company to collect the fee from the
prospective patient, retain a defined percentage or portion of the revenue collected as
payment for the coupon marketing service provided to the dentist and remit to the dentist
the remainder of the amount collected.
i.e. - Groupon or Living Social

102. STATE BY STATE
Dentists should also be aware
that the laws or regulations
in their jurisdictions may
contain provisions that impact
the division of revenue
collected from prospective
patients between a dentist
and a third party to pay for
advertising or marketing
services. (ADA)

103. Why Do We Refer?

104. Exclusivity

105. Connection

106. Social Currency

107. • How to ask
• Why your team would prefer to hide
• Staying accountable
• After the fact thank you’s
• Let’s assume it’s legal:
Care to Shares and Gift Cards
BOOSTYOUR REFERRALS

108. Outside
Inside
Front Back

109. • Lunch and learns
• Personal follow up calls
with the referring doctor
• They need to be courted
just like you would expect
from a specialist.Treats,
flowers, special thank you’s.
• Personal contact every 1-2
months

110. What makes your practice worthy of a referral?
Why do patients trust your practice?
Are there any signals that might cause a patient to distrust you?
What new strategies do you want to try to increase referrals?

111. Any Questions?

112. TOMORROW
• The Power of Real Patients
• Traditional Marketing Avenues
• Direct Response Marketing
• Video Magic
• Websites, SEO, PPC & Social
• Your Online Reputation
• Measure What You Market
• Build Your Plan

113. TOMORROW
• 8am - 3pm
• Lunch on ACT
• External, Internet and
How to Track Your
Marketing
Join Us for a Drink

114. WELCOME BACK!
Any questions
from yesterday?

115. DAY 2
• The Power of Authenticity
• Know Your Audience
• Traditional Marketing Avenues
• Direct Response Marketing
• Video Magic
• Websites, SEO, PPC & Social
• Your Online Reputation
• Build Your Plan
• Measure What You Market

116. • It elevates your practice above the competition
• It builds your identity and image into something influential
• It gives substance to your practice, services and products
• It enables people to relate to your practice
• It helps people understand how what you offer is of benefit to them
• It tells people that what you offer is of high quality
• It marks you out as a reliable, trustworthy company
• It encourages engagement and can turn audiences into advocates
WHY AUTHENTICITY WORKS

117. AUDIENCE RESPONSETO
AUTHENTICITY MESSAGING

118. BETRUETOYOURSELF
• Share your passion and
your mission
• What is your purpose?
• What are your core values?

119. THE MOST POPULAR PAGES
• Doctor Bio
• Team Bios
• Smile Gallery
• OfficeTour
• New Patients
• Contact Us

120. 100% AUTHENTIC
Real Patients, Real Stories

125. KNOWYOUR AUDIENCE

126. WORDS FOR MEN
Hierarchy
Superior
Advantage
Exclusivity
Being Right
Respect
Individual
Self Reliant
Autonomy
Freedom
Unique

128. Hierarchy
Superior
Advantage
Exclusivity
Being Right
Respect
Individual Self Reliant
Authority Freedom
Unique

129. DID IT WORK?
• $4,500 total production cost / premiered March 2012
• Did you ever see anyone use a razor in this video?
• USP? Price & delivery method
• 12,000 people signed up in the first 48 hours
• 330,000 subscribers in 18 months
• Original video watched more than 22,000,000 times
• October 2014: $7.2M in monthly sales, 1.1M subscribers

130. WHERETO REACH MEN
• 58% of young dads (25-40)
are influenced by digital ads
and banners
• 68% are likely to make a
purchase because of a
mobile ad on a smartphone
• Men stream music more
frequently than women

131. EMOTIONALTRIGGERS
MEN RESPONDTO
• Fear - 38%
• Guilt - 36%
• Friendship - 35%
• Responsibility - 30%
• Being a Hero - 29%
• Safety - 25%
• Value - 22%
• Frustration - 20%

132. WORDS FOR WOMEN
Equality
Fairness
Friendship
Inclusivity
Trust
Group
Support
Interaction

134. Trust Equality Fairness Friendship
Inclusivity SupportGroup Interaction

136. DID IT WORK?
• “People don’t buy what you do, they buy why you do it.” -
Simon Sinec, Start with Why
• 6 months - 600% increase in sales
• Sales jumped from 2.5B to 4B in 10 years
• Real Beauty Sketches - most watched video ad of all time
• #1 in brand loyalty for consumer packaged goods (2014)

137. What methods are you using to
collect testimonials from your patients?
Where are your testimonials being
seen by prospective patients?
What other places can you use testimonials to
increase your credibility?
Does your current marketing
speak to your audience?

138. 10 Minute Break

139. ALIVE AND KICKING

140. Sept
2015

141. TV
• 81% of US Households have a DVR, Netflix subscription or
useVideo on Demand
• 84% want to skip commercials
(Arris, 2014)
• LiveTV reaches captive viewers
• News broadcasts
• Sports
• AppointmentTV - still relevant due to social media spoilers

142. 5TIPS FORTV
Tell a
Story
Entertain
Me
Use Heart
or Humor
Address
My Need
KISS
Principle

144. HOW DOYOU DOTHIS
IN DENTISTRY?
• Tell a Story
• EntertainYour
Audience
• Use Heart or Humor
• Address the viewer’s
need
• KISS

146. RADIO
• Opening attention grabber
• Professional - but not too polished
• Heart or humor, tell a story, entertain
your audience, KISS
• Call to action

148. ALTERNATE OPTIONS
• Live reads
• Public radio sponsorships
• Streaming
• Pandora

149. PRINT
• Stopping power
• What’s in it for me?
• KISS (seeing a trend yet?)
• Call to action

150. Stopping Power / What’s In It For Me / KISS / Call to Action

151. Stopping Power / What’s In It For Me / KISS / Call to Action

152. Stopping Power / What’s In It For Me / KISS / Call to Action

153. Stopping Power
What’s In It For Me
KISS
Call to Action

154. OUTDOOR
• Headline in 7 words or less
• Don’t say it, show it
• Readable fonts
• One point of contact on billboards (web, phone, location)
• Do not expect the phone to ring

155. 7 Words / Don’t Say It, Show It / Readable Fonts / 1 Point of Contact

156. Direct
Response
Marketing

157. DIRECT MAIL
• Lead with a strong headline
• Short sentences and bullets
• Sell benefits, not features
• Call to action
• Multiple sources to take action
- web, phone, address, email
• Offer on both sides
• Photo of the Dr.

159. Short Sentences / Bullets
Benefits / CTA / Offers
Multiple Contact Sources

160. MAILING SUCCESS
• Saturation orTargeting
• List quality
• Testing
• In House List Response - 3.7%
• Prospect List Response - 1%

161. • Free whitening for new patients
• Complimentary exam
• $25 children’s cleaning and exam
• $250 off laser whitening
• Free consultation and X-rays
• $99 exam, full set of X-rays, and cleaning
• Free Sonicare electric toothbrush with new patient exam, cleaning, plus X-rays
• $150 off any restorative procedure (fillings, crowns, root canals, etc.)
PROVEN OFFERS

162. What marketing methods have you used
successfully in the past?
Do you make it easy for patients
to “try” your practice?
Do do you need to adjust your current
marketing to be more effective?
What new marketing avenues
do you want to try?

163. 10 Minute Break

164. VIDEO MAGIC
John Miller, Creative Director of ACT Dental

165. WHATYOU’VE ALL BEEN WAITING FOR…
Internet Marketing

166. • Home page with a clear message
• Large, responsive hero images
• Easy to find contact information
• Easy navigation OR hamburger menu
• Icon navigation (within reason)
• CTA’s that pop
WEBSITE DESIGN

170. XXX-XXX-XXXX
Serving patients in the Wexford, Warrendale, and Sewickley, Pennsylvania areas, our office is centrally
located to ensure your whole family has access to the dental care they deserve. Our team is
patient-focused and strives to provide the best service possible to our community.
We provide most of our services on site, whether general dentistry or more specialized procedures such as:
Whether it’s your first time visiting us, or your 100th time, we treat you as a valued, integral part of our practice.
Without our patients, we have no smiles: and healthy smiles are what makes us happy!
Should a dental emergency arise, don’t hesitate to call us right away. We will make time in our schedule to see you
as soon as possible, because you shouldn’t have to wait for the immediate attention you deserve.
GET SOCIAL CONTACT US
207 Crawford Ct., Mars, PA 16046
XXX-XXX-XXXX
HOURS
M-F X-X
Our Practice Dental Services Smile Gallery Patient Reviews Promotions New Patients Blog Contact Us
Are you looking for the ultimate in complete dental care?
At Paragon Dental, we cover all your dental needs from regular cleanings and exams, to implants for missing tooth replacement.
We perform a wide variety of services in the comfort of our accommodating office.
CALL US TODAY
TO S C H E D U L E A N A P P O I N T M E N T
and find out how we can make your smile sparkle!
Comprehensive Dental Care
in a Convenient Location
Paragon Dental and Dr. Chad Scott, DDS is the optimal choice
for maintaining and improving your oral health.
Welcome
Sedation
specially trained to
keep you relaxed!
Crown & Bridges
strengthen and
restore your smile!
Root Canals
pain-free and always
professional!
F U L L S E R V I C E
Dentistry
F O R Y O U R FA M I LY
Implants
placed and restored
right in our office!
*HOVER: 2D Animation GROW
& change circle to light green
http://ianlunn.github.io/Hover/

171. WEBSITE CONTENT
• Intuitive navigation
• Write for people, not search engines
• Original, unique content
• Honesty and authenticity
• Use social proof (testimonials)
• Short product or feature videos

172. I'd much rather prevent a problem than fix it. I had a lot of bad dental
experiences as a kid. It would have been nice if someone had educated my
parents on what to do and saved me (and them) a lot of grief. Even today, new
patients are often astounded when I tell them simple things that can prevent
decay. I'm astounded no one's ever bothered to tell them.
Anyway, there's a lot of information on the site on various things that will help
save you a lot of time in the dental chair. The stuff on gum disease and sleep
apnea might even help save your life.

173. DR. BRETTTAYLOR
ON SLEEP APNEA
• You can live weeks without food (the record is about 6 weeks on purpose, no thanks).
• You can live days without water (18 days was the most I could find, but most people
are dead inside a week).
• BUT, you can only live minutes without oxygen (9 minutes is the breath holding record.
What an idiot. Most people would be unconscious inside 4 minutes).
• So what's this telling you apart from the fact I have too much time on my hands to surf
the internet? It's telling you there is nothing more important than oxygen, and you can't
go very long without it.The problem is, too many people ARE going without oxygen
when they're sleeping, and it's slowly killing them. Read the articles on airway
obstruction in children and adults on the right. The life you save may be your own, or
someone you love.

174. Social Proof

175. Top 10 MostViewed Pages

176. WEBSITE DEVELOPMENT
• CMS: Content management system
• Responsive design
• Parallax design
• Fixed headers
• Popups must have value
• Compress for page load speed

179. For a website that takes longer than 3 seconds to load…
Will abandon the site Will never return

194. 10 Minute Break

195. GOOGLE ADWORDS
FOR WHEN
YOU HAVE A
SHOT IN HELL
AT RANKING
ORGANICALLY

196. GOOGLE DISPLAY ADS

197. HOW DISPLAY WORKS
• Network of sites that show ads
• Can include mobile and apps
• 2MM publisher sites - NYTimes, weather.com, etc
• Uses contextual targeting via keywords & history
• Brand reinforcement, pay for performance

200. ORGANICVS. PPC
Organic Only - Oct. 2015
15 Calls
Organic & PPC - Feb. 2016
39 Calls
Dental ImplantsText Ads
$3.79 - $4.52/click
Dental Implants Display Ads
$.44 - $1.76/click

201. • Facebook
• Instagram
• YouTube
• Google+
Social Media for Dentists

202. JUST DO IT…WHY?
• Increased brand recognition
• Improved brand loyalty - 53% of those who follow you
socially are more loyal to your brand
• It humanizes you
• Better SEO
• Improved customer insights - comments, likes & shares

203. DON’T EXPECT MIRACLES
• Think branding, not direct response
• Automation balanced with personal interaction
• 48% cannot prove direct impact (Ad Age 2/16)
• 11.5% can quantitatively prove ROI (Ad Age, 2/16)

204. • The phone is in their hands…just ask!
• Create and share high quality content
• Ask the team to share posts
• Cause marketing - $1 donation for every new like
BUILD A FOLLOWING

205. 3700 Likes
4,500 Shares
60,600 Entries
64,100Visits

206. HOWVISIBLE AREYOU?
• Average user - 1500 posts viewable, only sees 300
• Visibility impacted by:
• Affinity - family, interaction, declared interests
• Speed of connection
• If you like before or after reading a post
• Are you gaming the system? (let’s see how many likes we can get!)
• Photos & videos rank above text only posts

209. WHATTO POST
• Patient milestones
• Team interaction
• Doctor hobbies / family / personal interests
• One little known way to solve a problem (canker sores, loose wires on braces, etc)
• Caption this!
• Fill in the blank (_______ makes me smile in the morning!)
• Quote images (sparingly!)
• Business opinions (Should we open at 7am one day a week?)

212. 3 MONTHS OF FREE SOCIAL
• Forms at the GPM table
• Choose an option
• Call from Jackie to make us an administrator
• 90 days of Facebook,Twitter & Google+!

213. THE ELUSIVE ONLINE REVIEW
How to get kudos on Google,Yelp and Facebook

214. EARNYOUR REVIEWS
• Be Positive
• Be Passionate
• Be Genuine
• Be Kind
• Be Humble
• Listen
• Compliment Others First

215. REPUTATION MONITORING
• Google+ (all listings!)
• Yelp
• Facebook
• Health Grades
• Rate MD
• Dr Oogle
• Yahoo
• Angie’s List
• Judy’s Book
• City Search

216. CLAIM, OPTIMIZE & PROTECT
• Claim your listing
• Delete extra listings - one per location
• Optimize - photos, videos, hours, financials, intro/bio
• Check back for zombie listings
• WRITE DOWNYOUR LOGIN & PASSWORDS

217. WHAT DID I EVER
DOTOYOU???
When bad reviews happen to good doctors

218. WHO DIDTHISTO ME?
John Doe - 6 months ago
While the staff was pretty cool, this is NOTTHE PLACETO GO IF
YOU ARE DENTAL PHOBIC. Meadows is a sarcastic douche
canoe who has no respect for his patients feelings. He was
belittling and rude. For some of us, it's hard enough just to walk
through the door of a dentist offices. Having the "doctor" treat you
as if you where subhuman and stupid doesn't help. Not only would
i not recommend this place, i feel you would be better off doing
your own dental work at home with pliers. At least then, you won't
have to pay for the pain or for the pleasure of being mocked.
Step #1 - Identify the Patient

219. STEP #2 -TRYTO RESOLVE
THE ISSUE
• Phone call from the Doctor - NOT the team
• Let them speak. Do not interrupt.
• Do not get defensive
• Validate their concern
• Try to resolve the issue
• Ask if the review can be amended (asking for removal invalidates
their issue)

220. STEP #3 -
WRITE A PUBLIC RESPONSE
• Deep breath
• Login to the account
• Write an objective response
• Have someone else read it
• Remember HIPAA

221. STEP #4 -
CHANGE SOMETHING
There’s a smidgen of truth in
every review.
Adjust your systems:
• Emergency policy?
• Financial explanations?
• Wait times?

222. STEP #5 -
GO FOR 5 STARS
• 20 positive reviews will
drown out one negative
review
• Daily in-house reviews
• Review reminders
• Review fatigue

226. Ask Permission RateYourVisit Not so Good? Awesome!

228. Who on your team will be responsible for
monitoring your online reputation?
What channels will they check?
With what frequency will they check the reviews?

229. 10 Minute Break

231. THE CHECKLIST
• Internal, External and
Internet
• What do you have / want
to keep?
• What do you want to
improve on?
• What do you want to add?

232. BALANCE!
1. Immediate no/minor cost changes
2. Maximum return changes
3. Long term impact changes

233. BACKTO BASICS
• How does each marketing strategy support your
SMART goals?
• Can you communicate your USP with this
strategy?

234. BUDGETING FOR SUCCESS

235. HOW MUCH?
Major Launch: 5-7%
Growth: 3-5%
Maintenance: 2-3%

236. THE COMPLETE
MARKETING BUDGET
• Media / media placement services
• Production
• Digital advertising costs - Adwords, social boosting or ads,
• Ongoing management - SEO, adwords, social media, reviews, hosting
• Internal referral incentives / “sorry” gifts
• “Value” of discounted services
• Community festivals & giveaways
• Automated reminder services
• 5% for “please support my Boy ScoutTroup/SoccerTeam/Relay for Life fundraiser”

237. What is your annual marketing budget?
What marketing expenses are already contracted for
this year?
How much do you have left to spend each month
on new marketing strategies?

238. KNOWYOUR KPI’S
• NPO’s
• NPE’s
• Appointment Conversion Rate
• NP Cancellations
• Appointment No-Shows
• Cost Per Lead
• Revenue Per Lead
• Case Acceptance Rate
• ROI

239. Measure
Plan
Execute
Measure
Adjust
Measure
Rinse & Repeat

240. GOOGLE ANALYTICS

244. PERSON BY PERSON
CALL BY CALL

245. CELEBRATEYOUR WINS
PSS.The not so great call seems to be the same business team
member that is a repeat offender and has been here 19 years!!
We are figuring out her future here!
PS.We celebrated Stephanie's great call yesterday!
REDIRECTYOUR LOSSES

248. 5Tracking Numbers
100 Minutes - $99/mo
250 Minutes - $199/mo
500 Minutes - $299/mo
1000 Minutes - $499/mo
2500 Minutes - $999/mo

249. CALCULATING ROI
Revenue / Marketing Cost = ROI

250. Revenue / Marketing Cost = ROI
CALCULATING ROI

251. Revenue - Marketing Cost
Marketing Cost
= ROI

252. MEASURE
MORETHAN
JUST CALLS
Did it generate traffic?
Increase in-office inquiries?
Build awareness of your brand?
Measure the unexpected return

258. Northcutt Dental
Val Pak in existence for years
TV campaign started July 2012
• July 2012 – 656 visits
• January 2013 – 963 visits
• July 2013 – 1,196 visits
• January 2014 – 1,390 visits
• July 2014 – 1,774 visits
• October 2014 – 1,948 visits
297% Web Growth in 2.5 Years

259. Establish the KPI’s that you plan to measure for your marketing
Who in your office will be responsible for documenting your KPI’s?
How frequently will you measure and review your KPI’s?

260. xana@goldenproportions.com
570-742-5656