Posts by Naomi Cooper | Minoa Marketing

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How to Improve Your Dental Production Without Spending a Dime

by Naomi Cooper May 7, 2018

What if I told you that you could potentially increase your production numbers simply by asking each of your patients one single question?

I’m sure small talk doesn’t rank highly on your list of things you love to do, but the fact is that establishing open communication with your patients builds loyalty and trust and can influence case acceptance.

In order to make your chair side conversations flow more naturally, here is one foolproof question to ask:

“If there was one thing about your smile that you would like to change, what would it be?”

It’s a simple enough question that can yield a wealth of valuable insight into the mindset of each of your patients. See, they’ll likely respond with something they want (Straighter teeth! A whiter smile!), which gives you the opportunity to frame the conversation around how your treatment recommendations align with their cosmetic desires, which helps earn their buy in to proceed with treatment.

The good news here is that any of the clinical members on your team can initiate this conversation; it doesn’t have to fall solely on the dentist’s shoulders. Plus, asking a question like this demonstrates to patients that you and your team are willing to go the extra mile for them, which helps build loyalty and trust.

And as you and your team start to have this conversation with more and more of your patients, your case acceptance will start to improve an production will inevitably rise…all without spending a dime on any marketing.

To learn more about the power of patient communication, check out my Dental Products Report article on this very topic.

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How to Create a Social Media Plan for Your Practice – And Stick With It!

by Naomi Cooper March 5, 2018

Nearly every dentist is online these days, but there are far fewer dentists who approach online marketing with a serious strategy, especially when it comes to social media. It’s one thing to set up a Facebook page for your practice; it’s quite another thing to update it with fresh and relevant content on a regular basis.

So what’s the secret to social media success?

Create a social media calendar – and then stick with it! No matter how often you decide to post – daily, weekly or even monthly – the key is to keep it consistent. And here are 3 expert tips to help you make it a habit within your practice:

Brainstorm ideas ahead of time

Get in the habit of collecting links to relevant articles and headlines that you come across all month long. Copy and paste those links, saving them in a “library” of content that you can then turn into social media posts. Also, get your team involved. Encourage them to share anything they come across that would be good additions to your Facebook page, and ensure there is a wide variety of content for your feed.

Start using an online scheduling tool

There are several free social media management platforms (Hootsuite and Buffer are two of the most widely used) available that dentists can use to help keep their Facebook pages updated automatically. Once you have the content you want to use, you can upload it all to tools like these and choose the day and time you would like them to post. In just an hour or two, you can have your Facebook feed (and multiple other social media sites) filled and scheduled every month.

Keep the content timely

Creating content that is relevant to the time of year is a great way to ensure your posts remain fresh and relatable. Ideas like sharing summertime sports injury prevention tips, Halloween candy tips in the fall or benefit expiration reminders near the end of the year will not only keep your social media content engaging and practical.

For more expert tips into how to outsmart your competition online, check out my recent article featured in Dental Products Report.

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Dental Marketing: When It’s Better to Just Say No

by Naomi Cooper January 3, 2018

There’s a well-known concept that I often discuss with my dental clients when we’re talking about marketing without first having a strategy in place, and that’s the “spaghetti on the wall” idea. And perhaps you could even call this a “strategy”, but it’s certainly not one I would recommend.

What I mean by “spaghetti on the wall” is the idea of doing all kinds of different marketing efforts to see “what sticks”. Many dentists employ this method of marketing, which often leads to frustration and wasted money.

It is understandable why so many smart, educated dentists employ this “strategy”. Dentists and office managers are bombarded constantly by sales calls, each one promising astronomical results. So how can you filter the good from the bad?

This year, start by going back to square one. Think about your practice vision and/or philosophy. What is it that you ultimately set out to do?

Next think about what kind of patient type you want to attract. Who would you like to see more of in your practice?

Then, the next time a salesperson calls, resist the urge to say “yes” and tell them you’ll think about their offer and will be in touch. Take the time to ask yourself:

Will this action help me meet my vision?
Is it in line with my philosophy?
Is it targeted enough to reach my ideal patient type?

If the answer is “no” to any of the above, simply tell the sales caller a firm “thanks but no thanks”. There is no need to waste time and money on ventures that won’t help you get to your desired end point, no matter how enticing the offer may be.

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What a Dentist’s Website Needs to Have in 2018

by Naomi Cooper December 6, 2017

Have you ever tried to access a website that is slow to load? Or have you ever been on your smartphone and pulled up a web page that’s hard to read because half the text is shifted off the screen? Chances are, you quickly clicked off that site. This is a prime example of a website that hasn’t been updated recently.

You likely invested a decent sum of money when initially building your dental website. Don’t let that money go to waste! A website needs to be regularly updated to ensure that it is reaching the right patients and functioning correctly. After all, this site is your digital representation online.

Here are 5 key components your website needs to have in 2018 in order for it to be as effective as it should be:

Responsive Design/Mobile First

The site needs to be designed to function across all devices, which is especially important as smartphones recently surpassed traditional desktop computers in terms of users accessing the Internet.

Branding

If you’re still using a tooth in your logo, it’s definitely time for a branding update. And even if you’ve worked with a graphic designer on a more modern and professional strategy, double check that the branding, logo, tagline and practice name are consistent across all online profiles: the website, social media and third party directories.

Contact Information

Make it as simple as possible for patients to get in touch with the office. Keep the phone number and address in the header and footer on every page. Having a click-to-call or online appointing features go even further in helping patients contact the office.

Links to Social Media and Third Party Sites

Offering links to sites like Facebook, Instagram, Yelp and Healthgrades helps establish social proof for prospective patients. While having positive testimonials on your website is a good idea, patients also give credibility to reviews left on third party sites like Google, Yelp and Healthgrades. And social media sites help to personalize the dental office and keep patients engaged with the practice in between appointments.

Visual Appeal

There’s no doubt that patients are still fearful of the dentist, so having a visually appealing website help to give a more friendly vibe. Pictures of the dental team and videos of the dentist addressing common patient concerns, for example, can go a long way in helping to build trust in the practice. And designing the website with aesthetics in mind – having enough white space and even adding a textured background to the theme – can help provide a modern, clean and welcoming impression to all patients.

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How Much Should I Be Spending on Dental Marketing?

by Naomi Cooper November 1, 2017

No one wants to see any money go to waste, but amidst all of the sales calls and promotions bombarding dental offices, it can be hard to find the sweet spot of spending enough money to get your name established within the community without spending your marketing dollars unnecessarily.

When trying to determine a budget for your dental practice marketing in 2018, consider these following questions:

How well known is your practice within your local area? For a new practice, plan on spending more, particularly in the first year.
How much external marketing has been done in recent years? Again, for a new practice, or one that has done little to no marketing, consider the first year the “building year”.

Practices that fit into one or both of the above descriptions should plan to dedicate anywhere from 6-10% of gross revenue for marketing in a building year. Then in years 2 and following, be sure to track the ROI (return on investment) and budget 4-6% annually for ongoing efforts.

As far as how to allocate the budget, here are a few concepts to keep in mind:

Always keep your target patient in mind. Choose marketing ventures that will best reach your desired patient type. Looking to attract moms? Think about social media as opposed to phone book ads.
Business is cyclical. Market your practice during the times of year when your practice gets busier to reach more patients at the precise time they are searching for your services.
Don’t forget your marketing budget should be fluid. Take time to track and review results over time. Make changes on a semi-annual basis when you see there is room for improvement.

Finally, don’t overlook the benefits of hiring a marketing consultant when crafting your marketing budget and strategy. A professional with specific experience in the dental industry can help guide you through the marketing process and help you find your marketing sweet spot.

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Branding Your Dental Practice: What’s In a Name?

by Naomi Cooper October 4, 2017

Whether you have just purchased an existing practice or are looking to update your branding strategy, you’ve certainly got a lot on your plate. Be careful not to overlook one major detail – the name of your practice.

At first glance, it may seem like a simple task. Why not name it after yourself? Of course there are certain situations where this makes the most sense: if you have children who will be joining you in the practice, or if you are just starting out and plan to be in practice for the next 20+ years.

However, there are times where naming it after yourself may not actually be the best idea. If you are thinking of selling the practice in the next 5 or so years, or are planning to bring on new associates with thoughts toward retirement down the road, then consider an alternative name.

For those dentists who might be considering a change, here are a few alternative ideas to get you started:

Your Location: If the office is located on a busy thoroughfare, or near a scenic location, think about names like Main Street Dental or Lighthouse Dental Care.
Your Specialty: There’s no better way to communicate the services you provide than by including it in your practice name. For example, Pleasantville Family Dentistry and The Center for Cosmetic Dentistry.
Your Philosophy: A high-tech office offering the latest procedures might choose a name like Springfield Advanced Dental Arts, whereas Harmony Dental evokes the feeling of a practice that provides a spa-like atmosphere.

Choosing a name for the practice is a big decision, and one that will remain central to the core of your marketing strategy for years to come, so be sure to give it the time and attention that it deserves.

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