From first call to closing the case yankee
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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.
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From first call to closing the case yankee
- 1. From First Call to Closing the Case Xaña Winans, President Golden Proportions Marketing
- 4. Brand Building Branding Signage/Location Magazines Newspaper Radio Public Relations Web Search PPC Web Display Ads Television Community Presence Direct Mail Reputation/Word of Mouth Billboards
- 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
- 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)
- 16. One of 100
- 19. Home or Office?
- 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
- 24. Branding
- 25. Action
- 26. RADIO SPOTS The Theater of the Mind
- 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
- 29. Make A Movie in Their Minds
- 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
- 31. TV COMMERCIALS
- 36. DIRECT MAIL You Hate It at Home, You’ll Love It At the Office
- 37. 42% 38% 35%
- 39. Saturation or Targeting? Age – Income – Education - Home Value Interests – Zip Code or Radius - Children
- 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
- 43. It’s Not About What YOU Think Is Important
- 44. It’s About Solving THEIR Problems
- 45. Patience Is A Virtue 1% AFTER 4-6 x mailing 9-12 months to see true results
- 46. Building a Powerful Internet Presence Xaña Winans, President Golden Proportions Marketing
- 47. If you want to get KNOWN, you have to be found first.
- 48. 1. Place Page Signals Categories Keyword in Business Title Proximity to the searcher
- 50. 2. External Location Signals NAP Consistency Name Address Phone Citation Volume Can be a mention, not just links
- 51. 3. On Page SEO Domain Age Title Tags Nap Consistency Domain Authority Keyword Usage
- 54. The Closer the Match, The Higher the Click Thought Rate
- 55. 4. Link Signals Inbound Anchor Text Linking Domain Authority Linking Domain Quality
- 57. 5. Review Signals Review Quantity Review Velocity Review Diversity
- 58. They MUST be Good
- 59. 6. Social Signals Fans, Followers, +1’s Fan/Follower Engagement
- 63. The 5 Rules of Successful Marketing
- 64. 1. Know Your Audience
- 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
- 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
- 72. 4. Be Specific. Be Focused. Be Crystal Clear.
- 73. Name Blocked to Protect the Innocent Who Is This Woman?
- 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
- 78. Likable Websites
- 81. #1 Site for “Chicago Dentist”
- 82. #2 Site for “Chicago Dentist”
- 84. Put a Face on It
- 85. Skimmable Content – 28% Read
- 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.”
- 87. Get Personal. And Personable.
- 89. AACD Member?
- 91. Are You Mobile?
- 93. Want to be Likable? Get Social.
- 94. Why is Social Networking so Popular?
- 95. People are inherently curious and voyeuristic
- 98. But the Real Reason We Love It?
- 100. 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
- 101. Harvard Study, 2012 Participants were given the choice of: Talking about themselves OR Listening to others judge their thoughts
- 102. An MRI showed that the act of self disclosure lights up areas of the brain associated with EATING and SEX.
- 103. Participant’s pleasure centers lit up even more when they were told they had an audience.
- 104. Participants enjoyed sharing about themselves so much that they were willing to forego money for it.
- 105. Why Does Social Media Matter? • People buy from people that they: – KNOW – LIKE – TRUST • Gives patients a glimpse of the “Man Behind the Mask”
- 106. So Many Social Channels – What Do I Post?
- 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
- 108. Need a Few Ideas?
- 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
- 117. First Impressions Count #4 Answer the Phone
- 118. Do your patients always reach a live body?
- 119. When they do reach your office, what do they hear?
- 120. DR’S OFFICE, WH AT DO YOU WANT???
- 121. Dr. Miller’s, Can I Help You?
- 122. It’s a great day at Dr. Miller’s office, this is Jenny, how can I make you smile today?
- 123. You Certainly Called the Right Place!
- 124. What You Need is Exactly What We Do
- 125. You’re Going to Love Dr. Miller!
- 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…
- 128. Teach Your Team to Say YES!!!
- 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
- 130. Put the Power of Testimonials to Work for You
- 131. Testimonials Start Here Be Positive Be Humble Be Passionate Listen Be Genuine Compliment Others Be Kind First
- 133. TRUST - Do you have it?
- 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!
- 138. Fulfilled (and Unfulfilled) Expectations of Trust Turn Into…Reviews
- 139. You’re Only As Good As Other People Think You Are
- 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
- 142. Who Would You Call?
- 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
- 147. So Many Review Sites, So Little Time
- 150. Want to Trigger a Trial? Sweeten the Deal
- 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
- 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
- 160. BE AN EDUCATOR
- 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
- 165. The Average Practice Loses 50% of Its Patients Every 5 Years
- 166. It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company
- 167. The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics
- 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
- 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?
- 176. Refer: The Holy Grail of Marketing
- 177. Why Do We Refer?
- 178. Exclusivity
- 179. Connection
- 180. Social Currency
- 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
- 182. Are you Referral Worthy? Is Your Practice…
- 183. Plain Vanilla?
- 184. Or Something Worth Talking About?
- 185. Accountability
- 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!)
- 190. Google Analytics
- 192. 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 $10,000 = 3 : 1 ROI
- 193. And Remember…
- 194. Your Practice Will Not Grow By Web Alone Search is only part of the game
- 195. Great Rank, Average Traffic
- 196. Great Rank, Excellent Traffic
- 197. Good Rank, Amazing Traffic
- 198. What Did You Learn Today?
- 199. Don’t Know Where to Start? GPM’s Marketing Diagnostic and Treatment Plan: $1,000 Yankee Attendees SAVE $500 (Exp. 2/28/14)