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dental marketing strategy

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Dental Practice Marketing: Can You Really Afford to Opt Out?

by Naomi Cooper February 1, 2016

Naomi Cooper Minoa MarketingWord of mouth can only take a practice so far. It’s essential for dentists today to have a modern marketing strategy. If you’re not sure where to begin when developing a strategy for your practice, check out this video & discover the 5 key areas every dentist should focus on…

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Online Marketing Tips for Dentists in 2015

by Naomi Cooper December 17, 2014

Online Marketing Tips for DentistsDental patients are modern, tech savvy consumers. They inevitably use the Internet when researching local dentists, and much of what they find online will determine whether or not they pick up the phone to make their first appointment.

Be sure that the information they find online about you and your dental practice is a true representation of who you are and how you and your team can help them. Focus on these 4 online elements that are crucial to building and maintaining a strong online presence:

  1. The dental practice website should be professionally designed and easy to use. The website also needs to be optimized for mobile devices, preferably using responsive design so that patients can easily access & read it whether they are on a desktop computer, laptop, tablet or smartphone.
  2. Incorporating an on-site blog can benefit the practice in multiple ways. First, it helps with the website’s SEO, helping to make it more visible to patients. And a blog also helps maintain existing relationships with current patients in between visits.
  3. Social media profiles should be current and updated regularly.
  4. Patient review sites such as Yelp, Google My Business and Healthgrades should be claimed & completed with up-to-date practice contact information. And everyone in the practice should be asking patients to write online reviews on a daily basis.

Online marketing is just one component of a dentist’s marketing strategy – one that is guaranteed to continue growing in importance. Take action today to ensure that what patients see online is an accurate reflection of you and your practice in 2015.

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Dental Marketing and the Law of Diminishing Returns

by Naomi Cooper November 18, 2014

Dental Marketing and the Law of Diminishing ReturnsWhen you spend money on marketing, you should expect to get a certain return on your investment (ROI).

At a certain level of spending, however, the return on investment for any particular tactic will start to level off. It’s different for every doctor and for every marketing effort, but once you’ve maxed out the frequency or reach of a campaign, spending more money on that given tactic beyond this point of diminishing return can eventually lead to a decrease in ROI. This illustrates the law of diminishing returns  and it’s at this point when you know you’ve reached the maximum expenditure on a certain marketing effort.

So how does the law of diminishing returns affect your dental practice marketing?

  • It reinforces the need for tracking the ROI on each of your marketing efforts. Measuring the ROI gives you hard data to help you make informed decisions about the course of your marketing strategy. You no longer have to cross your fingers and hope that your marketing dollars are well spent.
  • When you track your ROI, you start to notice trends. Say you double your investment in search engine advertising, but after a few months notice that it is not bringing in the same level of response you were expecting based on past expenditures. By noticing this trend, you can make adjustments as needed, saving the practice time and money, while keeping your marketing moving forward.

Consistently monitoring and reviewing the ROI of your marketing efforts is essential to build a successful long-term successful marketing strategy for your practice. Staying on top of the trends of your marketing investment will ensure steady growth fueled by smart decisions based on fact, not feelings, and will result in the best bang for your hard-earned marketing bucks.

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Simple Tips for Getting More Online Dental Patient Reviews

by Naomi Cooper November 5, 2014

Simple Tips for Getting More Online Dental Patient ReviewsAccording to a 2013 1-800-Dentist.com study, 70% of respondents agreed that online reviews were just as important than a dentist’s credentials. That number increased from 53% reported in 2010. It’s clear that online patient testimonials are incredibly influential to patients looking online for a dentist.

Building a library of positive online dental patient reviews is often easier said than done. It can be uncomfortable for doctors and staff to ask patients to leave their comments, and even if you ask, it’s ultimately up to the patient to follow through.

This blog from the marketing gurus at MarketingProfs gives some very helpful and easy-to-implement ideas for making the online review process a simpler one.

Today’s patients are online, and so that means that dentists need to be too. If you are looking for more information about smart strategies for collecting online dental patient reviews, check out a couple of my previous blogs on the subject:

Dental Practice Marketing: Managing Your Online Reputation

3 Strategies for Generating Online Patient Reviews for Your Dental Practice

Protect Your Practice: The Importance of Positive Online Patient Reviews

Why You Shouldn’t Be Afraid of Negative Online Reviews

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Dental Practice Marketing: 5 Reasons to Get Your Team Involved

by Naomi Cooper October 29, 2014

Dental Practice Marketing: 5 Reasons to Get Your Team InvolvedNothing keeps the dental practice moving forward like having staff meetings or morning huddles. Gathering the team together can open the lines of communication, and keep the staff abreast of new marketing tactics. When I’m consulting with my dentist clients, I remind them of the importance of staff meetings, especially when it comes to the marketing plan.

Here are 5 ways staff meetings can have a meaningful impact on your practice marketing:

  1. Better Return on Your Marketing Investment: Your marketing budget will be executed best when everyone is working together. For instance, the front desk needs to be aware of all current marketing campaigns since they should be asking the question “How did you hear about us?” or “Whom may we thank for referring you to the practice?” every time they speak with a new/potential patient. A staff meeting is the perfect time to keep the team informed.
  2. Increased Participation: In addition to keeping your staff informed, a staff meeting can be a great way to get them involved and invested in the marketing strategy. Show your entire staff what kind of marketing you are doing and when it will be hitting the marketplace. Tell them how much it costs and what kind of return you expect. And above all, remember to reward your team members for helping to make the campaign a success.
  3. Increased Word of Mouth: The entire team needs to be actively participating in the internal marketing process and proactively asking for patient referrals (and online reviews). This doesn’t come naturally to most people, so a staff meeting based around verbal skills training for the team is a must!
  4. Increased Input: Good marketing sometimes requires out-of-the-box thinking and a great way to generate new ideas is to solicit the input of your staff. Use your next staff meeting to host a brainstorm session to come up with ideas for a new branding strategy or to gather topics for upcoming blog posts or social media updates.
  5. Create a Sense of Ownership: As a dentist, between managing the practice and treating your patients, you already have enough on your plate — so delegation can pay off in spades. Designating a staff member to take the reigns on a specific aspect of the marketing – managing the social media calendar, writing blogs or tracking the response from a particular campaign, for instance – can help increase their engagement and give them a greater sense of personal responsibility.

As you can see, staff meetings can play an integral part of the practice marketing strategy. When the staff feels an increased sense of ownership, you’ll see that your return on your marketing investment will improve dramatically. The team will be more satisfied, the dentist will be happier and the practice will be operating more efficiently, making staff meetings a true, all-around winning solution!

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6 Questions to Analyze Your Dental Practice Website

by Naomi Cooper August 6, 2014

6 Questions to Analyze Your Dental Practice WebsiteAccording to Google, 97% of all consumers search for local businesses online. It’s important for dental practice owners to make sure their website is easily found when local patients are researching the practice online.

The dental practice website can be a powerful marketing tool; however it cannot be a static one. That is, the practice website needs to be constantly evolving along with the world of online marketing. Keeping up with the latest online marketing trends will ensure that the website keeps your practice at the top of the search engine listings.

I recently came across a very helpful article from the marketing experts at MarketingProfs, titled “Is Your Website Dead or Just Sleeping?”. In the article they outline 6 important elements to energize your website. Here is a quick summary:

1. Is it usable? – A website needs to be easy for users, and search engines, to navigate.

2. Is it responsive? – Traditional website design does not always function properly when viewed on smartphones and tablets. Make sure your website incorporates responsive design so that all patients see the best version of your website, regardless of the device they are using.

3. Is it focused? – Your website should be more about giving your patients the information they are looking for, and less about flashy design. Streamlining your website will actually make it more usable and can decrease load times.

4. Is it sociable? – A great dental practice website is engaging to patients. Pictures and video of the dentists and staff help welcome new patients into the practice. And linking the website to social media profiles and online review sites make it easy for patients to share your content and get a full, rounded picture of the practice.

5. Is it direct? – You should have a clear call to action all across your website, along with having your phone number and email address easy to find. Make it easy for patients to get in touch with you.

6. Is it fast? – People are impatient these days. In fact, 40% of people will abandon a website if it takes more than 3 seconds to load. Work with your website design team to streamline your website.

If it has been a few years since your website was designed, it may be well worth it to contact your web designer to see if any improvements could be made.  How important do you feel your website is to the success of your dental practice?