Internal and web marketing strategies for dental practices

1. XANA WINANS, PRESIDENT
more than marketing
gpm
Internal Marketing Insights
Untangling the Web

2. WHAT
DOYOU
WANTTO
LEARN
TODAY?

3. Goal Setting for 2017
Creating Your USP
The New Patient Experience
Practice Branding & USP’s
Retention Strategies
Reactivation Marketing
Referral Marketing
Know Your Audience
The Power of Authenticity
Websites, SEO, PPC & Social
Your Online Reputation
Measure What You Market

4. GOAL SETTING:
START WITH THE END IN MIND

5. WHAT WERE YOUR
3 BIGGEST WINS IN 2016?

6. WHAT 3 THINGS WERE YOU THANKFUL
FOR AT YOUR PRACTICE IN 2016?

7. WHAT ARE THE 3 BIGGEST CHALLENGES
YOU GREW THROUGH IN 2016?

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

9. WHAT ARE
YOUR 3
BIGGEST
ASPIRATIONS
FOR YOUR
PRACTICE IN
2017?

10. HOW DO YOU
WANT “X” TO
BE DIFFERENT
IN YOUR
PRACTICE IN
2017? NAME 3.

11. SMART GOALS
Specific
Measurable
Actionable
Realistic
Time Bound

12. SAMPLE GOALS
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
7/31/17.

13. Internal Marketing Insights
What DoYour
Patients Really Want?

14. SURVEY SAYS…

16. MONEY MATTERS
1. Participate with Plans
2. Provide and Promote
Financing Options
3. Educate Patients on
their Coverage or
Risk Bad Reviews!

17. 44% CARE ABOUT
YOUR LOCATION
4 - 5 MILES
FROM
WORK
OR HOME

18. 29% Want to Know…
DoYou Have a Stellar Reputation?

19. 19%
19% Want Advanced Technology for
Faster Service and Better Care

20. 18% Care About Your Credentials

21. GET ME
IN WITHIN
48 HOURS

22. of patients say this
is a primary factor in
choosing a new dentist
33%
of patients say this is #113%

23. You Are All Fighting For
Limited Resources

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

25. A DENTIST IS A DENTIST IS A DENTIST

26. 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

27. Sure, whatever…

29. 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
AUTHENTICITY

30. BE TRUE TO YOURSELF
Share your passion
and your mission
What is your purpose?
What are your
core values?

31. THE MOST POPULAR PAGES
Doctor Bio
Team Bios
Smile Gallery
Office Tour
New Patients
Contact Us

32. 100% AUTHENTIC
Real Patients, Real Stories

37. LET’S DEFINEYOUR USP

38. WHAT SEPARATES US?

39. WHAT DO WE DO BEST?

40. WHAT IS
OUR
NICHE?

41. WHAT DO PATIENTS SEE
AS OUR UNIQUENESS?

42. What Are Our Strengths?

43. WHAT ARE OUR WEAKNESSES?

44. WHAT ARE
OUR
PATIENTS’
BIGGEST
PROBLEMS?

45. HOW DO WE MATCH UP?

46. THE NEW PATIENT EXPERIENCE:
WHERE EVERY LITTLE THING COUNTS

47. 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.

48. LET’S
REWRITE
THE STORY

49. WOMEN
JUDGE
EVERYTHING
UseTheir Insight For a Critique Board

50. Your Location

51. Is Your Sign Visible?

52. How Well
Do You
Handle
the
Phone?

53. 41%
of patients want convenient or
extended hours during the week
36% want weekend hours

54. 7AM - 10AM & 3PM - 6PM

55. What’s the Parking Situation?

56. What’s Your First Impression?

57. How Are Patients Greeted?

58. How Is Money Handled?

59. Do You Have a Warm
& Friendly Staff?

60. Do You Provide
Post-Op Calls & Instructions?

61. How’s the
Personal
Hygiene
of Team
& Doctor?

62. Does Your Smile Walk the Talk?

63. 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!

64. 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 patients when you get one!

65. 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

66. WOW FACTORS
Comfort menu
Free special event whitening
(milestone birthdays, graduation,
anniversaries)
Send birthday flowers to the office
Lip balm for long procedures
Free electric toothbrush or “White
Baskets” for large restorative cases
Apology gifts

67. HOW CANYOU ENHANCEYOUR
NEW PATIENT EXPERIENCE?

68. Of Course,
All of This Only Matters
If You Get Them Scheduled

69. 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.
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70. Hello?
OF ALL CALLS
ARE MISSED32%

71. 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
= $162,000

72. SOLUTIONS
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.)
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73. #3Conversion Skills
THAT HELP
CALLERSTO…

74. YOUR CASES
Start Here

75. TRAIN
YOUR TEAM
Front desk = sales professional
Always answer a question
with a question
Who’s leading the call?

76. Be prepared to listen
Use a new patient form
Focus on the caller
(The cone of silence!)
Be Focused

77. Words
7%
Voice
38%
Body
55%
WHAT You Say
Is Not Nearly As
Important as
HOW You Say It
It’s Not Just
About the Script!

78. THE GREETING
Answer with a smile
in your voice
Introduce yourself
& the practice
Ask for their name
(write it down!)
Ask for the
referral source
Ask how you can help

79. 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
layman’s terms
BUILD RAPPORT
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80. THE CLOSE
Be aware of offers and terms
Do not quote fees
Overcome objections
Ask for the appointment
Set expectations
Establish confirmation protocol
Do you have any questions?

81. Avoid…
I Can’t
I Should
I’llTry
No Problem
Let Me See
Maybe
I’ll Have to Check

82. Instead, say…
I Can
I Will
I’m HappyTo
Absolutely It Would Be My Pleasure
You Bet!

83. 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?

84. 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?

85. THE DEMONSTRATION CLOSE
Q: I don’t like my yellow teeth. How much do you charge for
whitening?
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
at 9?

86. You’re going to
LOVE Dr. Winans!
Here’s what
you can expect
Let’s do this…
(don’t ask,TELL)
KEY PHRASES
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87. Branding

88. Branding
is the
Emotional
Response
that a
Company
Evokes
in a
Customer

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

90. Nike
Milk
The Marines

91. GIVE CONSUMERS
A LITTLE CREDIT

93. GET SOME PERSPECTIVE

94. CONSIDERATIONS
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?

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

97. Website
Social Media
Signage

98. RETENTION STRATEGIES
Get ‘Em. Keep ‘Em.

99. 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
5 years

100. • 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?

101. 45%
Poor quality
of work
40%
You Don’tTake
My Insurance
38%
You’ve Lost
MyTrust
33%
Your Fees Are
Too High
32%
Poor Chairside
Manner
30%
Your Staff is
Not Friendly
27%
You Are
Not Gentle!
23%
Too Hard to
Get In
22%
Location

102. WHAT
ENHANCES
PATIENT
RETENTION?

103. ACCESS TO CARE
Hours
Location
Affordability
Direct access to
the Doctor

104. CARE DELIVERY
Gentle, attentive approach
Team interacts directly
with the patient
Doctor clearly explains
procedures
Follow up calls

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

106. Pain
Timeliness
How you treat patients
Cleanliness of the office
Making care affordable
Constant & Never Ending
Improvement

107. Promotional specials
E-Newsletters
Social media
End of the year benefits reminders
Retention
Through TOMA

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

110. 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?
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111. REACTIVATION
They loved you once…

112. of patients not seen
in at least 9 months
will go inactive
See Ya!
65%

113. We’ve missed
your smile.

115. ONE
MAILING.
38 CALLS
13 Calls in Month Two.
People Hang Onto This!

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

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

120. 146 Calls in 8 Months

121. REACTIVATION PROTOCOL
1st - Cell
2nd - Office
3rd - Home
One contact every 6-8
weeks
Alternate calls with mailings
and email
Keep at it for 1-2 years
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122. 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?
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123. REFERRAL MARKETING

124. of patients
solicit personal
recommendations
from family, friends,
and co-workers
84%

125. Why Do We Refer?

126. Exclusivity

127. Connection

128. Social Currency

129. 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

130. Lunch and learns
Personal follow up calls with
the referring doctor
You expect a specialist to
court you.They deserve the
same.
Personal contact every 1-2
months

131. 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?
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132. KNOWYOUR AUDIENCE

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

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

136. 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

137. WHERE TO 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
(Pandora!!!)

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

140. Trust Equality Fairness Friendship
Inclusivity SupportGroup Interaction

142. 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)

143. 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?
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144. LUNCH

145. WHATYOU’VE ALL BEEN WAITING FOR…
How to Untangle the Web

146. 38%
WANT TO SEE
AN INFORMATIVE,
UP-TO-DATE WEBSITE

147. WEBSITE DEVELOPMENT
CMS
Responsive design
Fixed headers
Custom content
Page load speed

148. Know
Your
Target

150. Build With Responsive Design

151. Be Authentic

152. Make Your Contact Info Easy to Find

153. What’sYour Call to Action?

154. 43% Want To Request
Appointments Online

155. MAKE YOUR
WEBSITE FLY

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

157. https://developers.google.com/speed/pagespeed/

158. WEBSITE CONTENT
Write for people, not search engines
Only original, unique content
Be honest and authentic
Use social proof
Include videos (we are lazy!)

159. 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
love.

160. Social Proof

161. Consumers are 64-85% More Likely
To Buy After Watching a Video
- Kissmetrics

171. Today’s Patients
WANT A DENTIST
THEY CAN TRUST
How to Get Reviews on Google,Yelp, Facebook and More

172. REPUTATION MONITORING

173. CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / FreeTools / Check my Business Listing1
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175. CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / FreeTools / Check my Business Listing
Claim your listings RECORDYOUR LOGIN & PW!
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177. CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / FreeTools / Check my Business Listing
Claim your listings RECORDYOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
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179. CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / FreeTools / Check my Business Listing
Claim your listings RECORDYOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
Create NAP consistency across all listings
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182. CLAIM, OPTIMIZE & PROTECT
Locate: moz.com / FreeTools / Check my Business Listing
Claim your listings RECORDYOUR LOGIN & PW!
Optimize - photos, videos, hours, financials, intro/bio
Create NAP consistency across all listings
Check back for Zombie listings monthly
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183. GOOGLE ADWORDS
FOR WHEN YOU
HAVE A SHOT IN
HELL AT
RANKING
ORGANICALLY :)

184. GOOGLE DISPLAY ADS

185. 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

186. HOW DISPLAY WORKS
2MM publisher sites
Can show on desktop, mobile and apps
Uses contextual targeting via keywords & history
Brand reinforcement, pay for performance

188. LANDING PAGES
• Google quality score and click cost
• Don’t distract your visitor
• 20% problem / 20% solution / 60% proof
• Give me a reason to act now

190. Facebook
Instagram
YouTube
Google+
Be Socially Savvy

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

192. POSTING INSPIRATION
Patient milestones
Team events
Caption this!
Doctor hobbies / family / personal interests
Fill in the blank (_______ makes me smile in the morning!)
Inspirational quotes
Opinions (Should we open at 7am one day a week?)

195. 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

196. 3,700 Likes
4,500 Shares
60,600 Entries
64,100Visits
$300 Prize

197. 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)

200. WHAT DID I EVER DO TO YOU?
When bad reviews
happen to good doctors

201. 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

202. 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)
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203. STEP #3 - WRITE A PUBLIC RESPONSE
Deep breath
Login to the account
Write an objective
response
Have someone else read it
Remember HIPAA
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204. STEP #4 - CHANGE SOMETHING
There’s a smidgen of truth
in every review.
Adjust your systems:
Emergency policy?
Financial explanations?
Wait times?

205. STEP #5 - REACH FOR THE STARS
20 positive reviews will drown out one negative review
Daily in-house reviews
Review reminders

206. of consumers will
pay more for services
with higher ratings
& reviews
86%

207. Be Positive | Be Passionate | Be Genuine
Be Kind | Be Humble
Listen | Compliment Others First
EARN YOUR REVIEWS

213. $99 setup
$99/month

214. 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?
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216. THE CHECKLIST
Internal, External & Internet
What do you want to
keep?
What do you want to
improve?
What do you want to add?

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

218. BACK TO BASICS
How does each marketing strategy support your
SMART goals?
Can you communicate your USP with this strategy?

219. BUDGETING FOR SUCCESS

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

221. THE COMPLETE
MARKETING BUDGET
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”

222. 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?
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223. KNOW YOUR KPI’S
NPO’s
NPA’s
Appointment Conversion Rate
NP Cancellations
NP No-Shows
Cost Per Lead
Revenue Per Lead
Case Acceptance Rate
ROI

224. Measure
Plan
Execute
Measure
Adjust
Measure
Rinse &
Repeat

229. PERSON BY PERSON
CALL BY CALL

230. 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

231. GOOGLE ANALYTICS

234. CALCULATING ROI
Revenue / Marketing Cost = ROI

235. Revenue / Marketing Cost = ROI
CALCULATING ROI

236. Revenue - Marketing Cost
Marketing Cost
= ROI

237. MEASURE
MORE THAN
JUST CALLS
Did it generate traffic?
Increase in-office inquiries?
Build awareness of your brand?

242. 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

243. 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?
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244. Any Questions?

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