Goal Setting for 2017
Creating Your USP
The New Patient Experience
Practice Branding & USP’s
Know Your Audience
The Power of Authenticity
Websites, SEO, PPC & Social
Your Online Reputation
Measure What You Market
WHAT 3 THINGS WERE YOU THANKFUL
FOR AT YOUR PRACTICE IN 2016?
WHAT ARE THE 3 BIGGEST CHALLENGES
YOU GREW THROUGH IN 2016?
WHAT ARE YOUR 3
HOW DO YOU
WANT “X” TO
2017? NAME 3.
Start 2 Invisalign cases per month in 2017
Convert 75% of all NPO’s into conﬁrmed
appointments and measure progress monthly
Incorporate tracking methods in all new
marketing. Add to existing marketing by
Internal Marketing Insights
Patients Really Want?
We listen (I would hope so)
Advanced training (too vague)
High quality care (undeﬁnable)
Great customer service (commodity)
Gentle touch (If you don’t I’m not coming back)
THIS DOES NOT
MAKE YOU UNIQUE
It elevates your practice above the competition
It builds your image into something inﬂuential
It gives substance to your practice, services and products
It enables people to relate to your practice
It tells people that what you offer is of high quality
It marks you as a reliable, trustworthy company
BE TRUE TO YOURSELF
Share your passion
and your mission
What is your purpose?
What are your
THE MOST POPULAR PAGES
THE NEW PATIENT EXPERIENCE:
WHERE EVERY LITTLE THING COUNTS
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.
How your ofﬁce smells
Background music and volume
How well you explain treatment
Cleanliness and upkeep
Scrubs and uniforms
If you are gentle
First impressions are lasting impressions
Give your team the freedom to ﬁx any
Ask for referrals - and then recognize
your patients when you get one!
48 hours before - reminder call, parking, forms
24 hours before - intro call from the Doctor
Time of appointment - expect the patient,
greet by name
Free special event whitening
(milestone birthdays, graduation,
Send birthday ﬂowers to the ofﬁce
Lip balm for long procedures
Free electric toothbrush or “White
Baskets” for large restorative cases
HOW CANYOU ENHANCEYOUR
NEW PATIENT EXPERIENCE?
All of This Only Matters
If You Get Them Scheduled
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 callers do not leave a message when they reach voicemail.
40 New Patient Calls per Month
32% Missed Calls = 13 Patients
70% Appointment Conversion = 9
Average NPValue $1,500 x 9 Lost Patients
$13,500/Mo x 12 Mo
Reroute calls to the back ofﬁce after 2-3 rings
Staff phones 7am - 7pm, Mon. - Fri.
Forward calls to an after-hours cell phone
Make scheduling accessible in the cloud
Send overﬂow calls to a call center (If you do,
they MUST have direct access to your schedule.)
Front desk = sales professional
Always answer a question
with a question
Who’s leading the call?
Be prepared to listen
Use a new patient form
Focus on the caller
(The cone of silence!)
WHAT You Say
Is Not Nearly As
HOW You Say It
It’s Not Just
About the Script!
Answer with a smile
in your voice
& the practice
Ask for their name
(write it down!)
Ask for the
Ask how you can help
Be friendly, attentive and engaged
Use the caller’s name
Find a common connection
Create value and credibility
for the doctor / practice
Explain any procedures using
Be aware of offers and terms
Do not quote fees
Ask for the appointment
Establish conﬁrmation protocol
Do you have any questions?
Let Me See
I’ll Have to Check
Absolutely It Would Be My Pleasure
QUESTIONS & 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?
THE BONUS CLOSE
Q: How much do you charge for Invisalign?
A: Can you tell me why you think you need braces?
Q: Well, my front teeth are crooked and it’s really embarrassing for me to
talk to clients this way.
A: I completely understand; your smile is such a critical part of how the
world sees you. Luckily, Dr.Winans is a certiﬁed Invisalign provider. You’re
going to love how we can straighten your teeth without metal! Let me do
something for you - I’m going to get you scheduled for a no-charge
consultation. Do you prefer morning or afternoon appointments?
THE DEMONSTRATION CLOSE
Q: I don’t like my yellow teeth. How much do you charge for
A: Mary, you are going to love how quickly our professional laser
whitening can change your smile. It’s SO fast! Are you in front of
your computer? If you go to our website, I can show you some
of the whitening cases Dr. Winans has done; the before and
after images are amazing. I also want you to check out some of
the testimonials from our patients who have completed this
same treatment. Let’s get you in for a quick consult. How’s Monday
You’re going to
LOVE Dr. Winans!
you can expect
Let’s do this…
How will it look:
Embroidered on scrubs?
At a distance on a sign?
Printed on statements and forms?
Will it get used vertically or horizontally the most?
Can you use the icon independently from the practice name?
KEEP YOUR PATIENTS
It costs 90% less to get an existing patient to return
than it costs to replace them.
The average practice loses 50% of its patients every
• 1% die
• 3% move away
• 5% go to another practice due to a recommendation from a friend or relative
• 9% go to another practice because they think it has better products, services or prices
• 14% leave because they are dissatisﬁed with the current product or service
• 68% leave due to an attitude of indifference:
You must not care about me/I’m just a number
Unclear or dismissive communication
Insisting on being right
WHERE DID THEY GO?
Your Fees Are
Your Staff is
Too Hard to
ACCESS TO CARE
Direct access to
Gentle, attentive approach
Team interacts directly
with the patient
Doctor clearly explains
Follow up calls
Ask me personal questions
from our last conversation
How you treat patients
Cleanliness of the ofﬁce
Making care affordable
Constant & Never Ending
End of the year beneﬁts reminders
What a Waste.
Don’t let your dental benefits slip away!
One Mailing. 72 Calls.
What is the average life span of a patient in your
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
The 2-Card system
Why your team would prefer to hide
Keeping everyone accountable
After the fact thank you’s
Care to Shares and Gift Cards
BOOST YOUR REFERRALS
Lunch and learns
Personal follow up calls with
the referring doctor
You expect a specialist to
court you.They deserve the
Personal contact every 1-2
What makes your practice worthy of a referral?
Why do patients trust your practice?
Are there any signals that might cause a patient to
What new strategies do you want to try to increase
WORDS FOR MEN
DID IT WORK?
Premiered March 2012
$4,500 total production cost
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
WHERE TO REACH MEN
58% of young dads (25-40)
are inﬂuenced by digital ads
68% are likely to make a
purchase because of a mobile
ad on a smartphone
Men stream music more
frequently than women
WORDS FOR WOMEN
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)
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?
Write for people, not search engines
Only original, unique content
Be honest and authentic
Use social proof
Include videos (we are lazy!)
DR. BRETT TAYLOR
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
ORGANIC VS. PPC
Organic Only Organic & Pay Per Click
15 Calls 39 Calls
Implant Text Ads Implant Display Ads
$3.79 - $4.52/click $.44 - $1.76/click
HOW DISPLAY WORKS
2MM publisher sites
Can show on desktop, mobile and apps
Uses contextual targeting via keywords & history
Brand reinforcement, pay for performance
• Google quality score and click cost
• Don’t distract your visitor
• 20% problem / 20% solution / 60% proof
• Give me a reason to act now
Be Socially Savvy
JUST DO IT…WHY?
Increased brand recognition
53% of those who follow you socially are more loyal to your
It humanizes you
Improved customer insights with comments, likes & shares
Doctor hobbies / family / personal interests
Fill in the blank (_______ makes me smile in the morning!)
Opinions (Should we open at 7am one day a week?)
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
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)
WHAT DID I EVER DO TO YOU?
When bad reviews
happen to good doctors
WHO DID THIS TO ME?
John Doe - 6 months ago
While the staff was pretty cool, this is NOTTHE PLACETO GO IF
YOU ARE DENTAL PHOBIC. XXXXXXX 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
STEP #2 - TRY TO RESOLVE THE ISSUE
Phone call from the Doctor, not the team
Let them speak and 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)
STEP #3 - WRITE A PUBLIC RESPONSE
Login to the account
Write an objective
Have someone else read it
STEP #4 - CHANGE SOMETHING
There’s a smidgen of truth
in every review.
Adjust your systems:
STEP #5 - REACH FOR THE STARS
20 positive reviews will drown out one negative review
Daily in-house reviews
of consumers will
pay more for services
with higher ratings
Be Positive | Be Passionate | Be Genuine
Be Kind | Be Humble
Listen | Compliment Others First
EARN YOUR REVIEWS
Major Launch: 5-7%
Media / media placement services
Digital advertising costs - Adwords, social boosting or ads
Ongoing management - SEO, adwords, social media, reviews, hosting
Internal referral incentives / “sorry” gifts
Copy, design & production
“Value” of discounted services
Community festivals & giveaways
5% for “please support my Boy ScoutTroup/SoccerTeam/Relay for Life fundraiser”
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?
KNOW YOUR KPI’S
Appointment Conversion Rate
Cost Per Lead
Revenue Per Lead
Case Acceptance Rate
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!
REDIRECT YOUR LOSSES
CELEBRATE YOUR WINS
Revenue / Marketing Cost = ROI
Revenue / Marketing Cost = ROI
Revenue - Marketing Cost
Did it generate trafﬁc?
Increase in-ofﬁce inquiries?
Build awareness of your brand?
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
Establish the KPI’s that you plan to measure for your
Who in your ofﬁce will be responsible for documenting
How frequently will you measure and review your KPI’s?