• Radio • Television • Direct Mail • Billboards • Public Relations • Web Search • PPC • Web Display Ads • Community Presence • Reputation/Word of Mouth
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 • Changing lives one smile at a time
Less competition for advertisers • Visual medium for a visual product • Reader actively engaged with the media • Loyal audience • Higher message retention rate
full-page, four-color magazine ad had 83% of the value of a 30-second television commercial. • A typical Internet banner ad had 16% of the value of a 30-second television commercial
35-64 • Targets affluent adults: 94.7% from 75K+ HHI listen 2.5 hours each day. • Average person listens to 14.5 hours of radio a week • 75% listen every day, 94% every week • Intrusive medium with a highly targeted reach • Radio sells everywhere – car, work, home, beach, office, online.
NPR Sponsorships • Online – the new “listen at work” • Sirius XM – 25m subscribers, national only • Itunes Radio – 20m listeners, national only • Pandora – 76.2m listeners with highly targeted local advertising
help create an emotional connection • Write for the ear and the eye – use sound effects to help people “see” the product • Offer a landmark/point of reference for your location • Direct listeners to your website and spell out complicated web address
– PR value • Costs more but can be worth it • Canned reads from on-air talent get lost with everything else they record • Mix in with your personal recordings
words (5 letters or less) • Don’t waste time with warm up copy • Use bullets, bold and italics – people SKIM • Tell the reader something he already knows to show you understand them • Dramatize the value of the product
who received the postcard. The first thing he asked was whether or not we are contracted with his dental insurance, and unfortunately, we are not. He said this is a really big deal to him because he doesn't want to go to someone who is out-of-network. He asked a few more questions, and he hemmed and hawed awhile, and finally he said, "You know what? I guess I don't care if you're out- of-network. I just really liked that postcard. That was really good. Go ahead and schedule me!"
Your Point Body Copy Build rapport by establishing status/superiority Illustrate competitive advantages Be BRIEF Contact Info Big, bold, easy to find
me emotionally • Image – I can relate to the model’s physical appearance • Body Copy – Solve my problem/make my life easier • Call to Action – Engage me in a conversation
- write in the human vernacular • Do something to provoke a response • Use specifics – Specific Benefits – Specific Price – Specific Savings – Specific Proof – Specific Credentials
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.”
I brush a baby’s gums? – What’s the proper method to floss? – How do I save a knocked out tooth? • Patient testimonials – Use a comfortable setting, not the dental chair – Feed them leading questions – Under a minute • Office tour
business is this? Not always as clear as you might think. 2. Is this practice a match for me? (Do your images match your target audience or do you personally prefer blonde college age girls???) 3. How is this practice different from other dentists?
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
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
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
Breathing/relaxation techniques – Sedation options • TMJ Pain – What causes it – Signs and symptoms – How to treat it • Cancer and Dentistry • Pregnancy and Dentistry
to marketing: more than half of people will not leave a message on voicemail. • 8% annual drop in people leaving voicemails from July 2011 to July 2012 - Vonage
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…
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
and the dentist breezes in and out • Preventative treatment isn’t necessary • Dentist recommendations are only “suggestions” with minimal consequences if ignored for several years • Dentists base decisions on finances rather than patients’ health care needs
with patients and prospects • Ensuring that front desk teams are trained to confidently answer questions and reinforce the expertise of the doctor • Trust is built over time, so keep your name consistently in front of patients
Having a condescending tone, attitude 3. Long monologues without a break to include their questions or concerns 4. Not taking care of their insurance and helping them understand it all 5. Jumping into a treatment plan without building rapport and knowing “who” they are
enthusiasm or emotion in your presentation 8. Not having a time and private place to discuss financial options 9. Overbearing or pushy doctor or staff 10.Not taking care of their chief complaint first Courtesy Jameson Management
Movies, blankets, snacks – Detail a patient’s car – Celebratory white basket • Small procedures: – Ask about family/personal connection – Hot towels, pillows
review websites are positive. • 95% of unhappy customers will return if an issue is resolved quickly and efficiently. • 71% agree that consumer reviews make them more comfortable that they are buying the right product/service
are 63% more likely to purchase a product from a site if it has product ratings and reviews. • Customer reviews create a 74% increase in product conversion
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
have avoided the camera for a lifetime! • “Sell” the professional photographer and makeup artist – fun day for all involved • Explain how you will use the shots • Give a portrait or gift as a thank you
an 8 hour day • Commercial shoot with lifetime buyout of all shots • Each patient will have 2-3 location / wardrobe changes • Additional fees for assistants? • Ask for all high res images on DVD • Recommendations on location?
– Experience with Your Practice – After Effects of Treatment – Why Do You Love the Dr? • Professionally write and get patient approval • Get video testimonials at the same time
Whitening “with” Purchase • Free Implant/Cosmetic/Denture Consultation • $1,000 off Invisalign • 0% Interest Financing • Free Sonicare for all New Patients • Free Report/Special Information • Guarantees and Warranties
Fees valid for first 15 Implant cases only • Deadlines – Offer expires January 31 – Offer expires in 30 days • Special Qualifications – New patients only
expectations › Build value for services • Existing patients › Major case presentations › Good for spouse/other decision maker • Referral sources • Manufacturers brochures promote them, not you
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
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
feature film, what would it be? (kick start with an answer) • Dr. Miller wants to sponsor a local charity – which one should we help and why? • True or False questions
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
unnoticed • Patient’s credibility is at stake – make the referred patient’s experience exceptional! • Frequent referrers – go above and beyond! – Flowers to office – Dinner out or Spa day
Total Appointments by Referral Source • Case Acceptance Rates • Calculate your: – Call to appointment conversion – Treatment plan acceptance rate – Cost per new patient – Marketing source ROI What do you need to work on?
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 = 3 : 1 ROI $10,000
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