Build Trust in Your Dental Practice with Engagement Marketing
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The document emphasizes the importance of engagement marketing for dental practices, highlighting the need to cultivate trust with patients through meaningful interactions and content. It outlines various strategies for patient acquisition, including the necessity for a strong online presence, social media engagement, and effective use of digital marketing channels. Additionally, the document stresses the significance of patient reviews and reputation management in building credibility and attracting new patients.
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Build Trust in Your Dental Practice with Engagement Marketing
- 1. • Dale “Data Dale” Filhaber • President, Dataman Group Direct • Author, Lead Generation Made Easier Using Engagement Marketing to Build Trust & Generate Business
- 2. Cost vs Value • Cost Per Acquisition - $150 - $300 per dental patient • Year one as new patient spend averages $700-$1250 • Average dental patient stays with a practice for 7-10 years • Average Patients spend - $653 per year (ADA average - 2016) • a new patient will generate at least $4500 in revenue (excluding referrals) in their lifetime with a practice Patient News
- 3. 2018 Landscape • Enormous competition • 17% average patient attrition rate • Need to generate 24-50 new patients per month • Word of mouth referrals can’t keep up • Consumers shop on-line • Technology keeps changing • More marketing choices than ever before • Need to overcome price / basic practice features
- 4. People tend to prefer to do business with businesses that they know, like, and trust. FACT
- 5. Your marketing efforts need to create that culture of trust with your patients, customers & prospects FACT
- 6. Trust helps you override basic features & price. FACT So, how do you get them to trust you?
- 10. Marketing used to Be a One-Way Street
- 11. The Good Old Days?
- 14. Today’s Marketing Mix Different Strokes for Different Folks
- 15. Every modern marketer needs to cut through a lot of noise, and connect with prospects and clients in a meaningful way using a myriad of marketing channels. This is not just a new marketing strategy, it's a new way of thinking about how your brand communicates with your audience
- 16. The Shift to Engagement Marketing
- 18. Goal • To use strategic, resourceful content to engage people and create meaningful interactions over time, cultivating trust with our audience, resulting in new patient acquisition and the retention of current patients.
- 19. Develop an Engagement Plan • Start with your existing marketing plan • Calendarize • Add in social media campaigns • What marketing channels are you using? Do they blend together seamlessly? • Are you providing relevant content? • Does your content flow across channels? • Do you have a call to action for engagement? • Is your team on board? • How do you respond & interact with engaged participants?
- 20. Prospecting • Need to generate 24-50 new patients per month* • 92% of healthcare decisions are made by women • 5-10 mile maximum driving radius** • Marketing Rule of Repetition • Blending different media for impact • Everything directs to your Website *DentistryIQ **2016 survey done by The Wealthy Dentist
- 21. It starts with your Website
- 22. 2018 Website Must haves • Visual • Clear navigation • Prominent phone #, directions, hours • Photos & bios of dentists & dental team • Lists treatment options • Intro Video • Virtual office tour • Coupon offer • Online appointment / payment portals • Reviews area • Links to blog, social media • Mobile optimization • Speed
- 23. Can You Be Found? • Last year, there were over 1 million searches in the US – Dentist and the name of a city. Source: WordTracker
- 24. 72% of people conduct an online search and read reviews before choosing a doctor or a dentist Source: PEW Research
- 25. More than half of the searches for dentists are done on a mobile phone – (Is your site properly optimized?) FUN FACT: more people have mobile phones than toothbrushes Source: Ian Carrington, Digital Marketing Director, Google
- 26. Marketing Toolbox • Local Search • SEO / PPC • Direct Mail • Social Media • Marketing on Social Media Sites • Blogs • Become a Thought Leader It’s all about providing meaningful content
- 30. Local Search Engines • Google My Business https://www.google.com/business/placesforbusiness/ • Yahoo Local https://help.yahoo.com/kb/yahoo-local-basic/SLN15966.htm • Bing Local https://www.bingplaces.com/DashBoard
- 31. Other Directories Dental Directories America Smiles http://www.americasmiles.com/ Smile Guide http://www.smileguide.com/get-listed/ Health Directories Wellness.com http://www.wellness.com/find/dentist Doctor Directory: https://www.doctordirectory.com/hcp/Physician/SignUp .aspx Don’t Forget: Better Business Bureau Chamber of Commerce
- 32. Can You Find Them?
- 33. Top Audiences • New Movers • Female Decision Makers • Parents of Children Turning 1 • Families with Children • Health Conscious • Older Adults • Ailment Sufferers • EDDM • Dentists & health care Referrers
- 34. New Movers Zillow New Mover Study 95% – grocery 94% -- restaurants 83% – appliances 78% – department store 77% -- food delivery 78% – pet supplies 70% – dentist 59% – family doctor 55% – vet 53% – insurance 55% – hair and beauty 32% – pet grooming Lots of Needs in First 6 Months
- 35. New Mover Top “Near Me” Searches
- 36. Parents of Children Turning 1 Time for Baby’s First Dental Checkup Great opportunity to • educate parents • share expertise • build trust • Generate new patients
- 37. Families with Children You are the expert Answer questions about oral care When do teeth start erupting? Does candy cause cavities? What are the signs of tooth decay ? When do molars come in? What are sealants? Is flouride in water important? How often does a child need a dental checkup? What do you do when a tooth falls out? People Wants What’s Best for their Children By answering these questions, you are building trust
- 38. Health Conscious • According to a recent article by Store Brands, the baby boomer generation reportedly controls 70 percent of U.S. disposable income and, to a large extent, drive demand for healthful food products. • Female is decision maker • Mantra is “as long as I have my health” (and my teeth) • It’s not about the money but the peace of mind • Want to look good • Boomers • Millennials • Ailment Sufferers
- 39. Millennials • Want to look good • Health is key • Respond to coupons & special offers • FOMO 2018 Report – 1/3 of Millennials brush their teeth only 1x/day 33 percent said they would rather go without sex for a month than undergo a dental procedure 62 percent said were too afraid to visit the dentist Fox News But they will be your patients of tomorrow
- 40. Ailment Sufferers • People with Diabetes • Periodontal disease is the most common dental disease affecting those living with diabetes, affecting nearly 22% of those diagnosed. ... In fact, people with diabetes are at a higher risk for gum problems because of poor blood sugar control. As with all infections, serious gum disease may cause blood sugar to rise. ADA Mouth Healthy Study
- 41. Getting Referrals • Dentists • Physicians • Other Health providers How do you find them? Why Should They Refer You? Why Should They Trust You?
- 42. Traditional with a New Twist • Personalized • Irresistible • Has staying power • Use direct mail to move prospects from 1 marketing channel to another • Time campaigns to blend with other media Maximize your Impact - Blend direct mail with email, FB & Instagram marketing and schedule social posts at same time – with similar messaging. Hyper Targeted Direct Mail
- 43. Stand Out & Be Creative Colorful – lumpy envelopes get opened • Branded Lost Tooth box for Parents of Turning 1 • Magnets for New Movers • Dental Welcome Box for New Movers • SPF Lip Balm to Female decision makers • Branded denture adhesive to older adults Consider using a personalized QR code in your direct mail to drive prospects to your website. Develop a dedicated landing page so you can track response
- 44. Postcard options are Great for New Movers, Grand Openings and Branding
- 45. Social Media • Great for Branding • 70% of your patients and prospective patients use social media. • Gain visibility • Build Reputation • Create Engagement • Develop TRUST
- 46. Social Media Strategies • Humanize yourself & your staff • Portray your team as personable & professional • Put on your calendar so you post often • Photos of your team, office & events you participate in, especially those that benefit the community • Links to blog posts and news articles • Updates about your practice • Consider contests and promotions • Seasonal & holiday happenings • Human Interest (Patient of the month) • Dental Tips • Resource for parents or seniors • Be motivational
- 47. Set Up Your Facebook Page • Go to “Create Page” link. https://www.facebook.com/pages/create/ • Choose a page type. Choose “Local Business or Place.” • Choose a category. This is how prospective new patients can find you. • Choose a business name. Enter your exact practice name that people know you by. • Agree to Facebook Pages Terms. • Click “Get Started.” Click the blue button. • Set up your page. Simply follow the prompts and you’re ready to go
- 48. Set Up Your Instagram Account • Go to https://www.instagram.com/ • Enter your email address, create a username and password or click Log in with Facebook to sign up with your Facebook account. • If you register with an email, click Sign up
- 49. Set Up Your Twitter Account • Go to www.twitter.com • Click “Sign up for Twitter.” • Provide basic information about yourself such as your full name and email address. • Make sure you pick a user name that represents your practice, or at least lets users know what you do. Examples: alphadental, drsmithdentist, etc. • Follow the remaining prompts
- 50. Why Do You Tweet? • 140 characters • Great to share articles by posting a link • Post information about your practice • Post your own thoughts As you continue to post, you continue to grow followers, gain credibility, & begin to be seen by Twitter users as an authority on your subject(s) (i.e. implants, gum disease, etc.) This helps you become a Thought Leader and develop TRUST.
- 52. Be Motivational
- 53. Be Fun
- 54. Be Part of a National Initiative
- 55. Be Timely
- 56. Be Educational
- 58. Promote To Your Patients
- 59. Be Consistent • Stick to your Marketing Calendar • Keep posts current • You are developing a cadre of followers, don’t disappoint them • Reliability connotes TRUST • You want your brand = TRUST
- 60. Videos Rock • You Tube is the 2nd largest Search Engine • Great for SEO • Shareable • Patient Education • Credibility • Thought Leadership • TRUST courtesy of BiteBank Education
- 61. Create your YouTube Channel • Sign in to YouTube by signing into your Google account. • Your username & YouTube channel will share the same name as your Google+ profile. • Customize your YouTube channel. Click the “Add channel art” button on your dashboard to add a banner image to your channel. • Click the pencil icon in the top-right corner of your banner to add links to your personal website and social networking sites. Give your channel a description to give potential viewers an idea of the content on your channel. • Upload your video. Remember to tag descriptive words or phrases so your videos show in searches.
- 62. Advertising on Social Media • Social media advertising is a way to target audiences on specific networks through demographic information so targeted consumers can see your brand in their feeds.
- 63. Facebook • Facebook allows more advanced targeting than any other social media advertising platform. Advertisers can target by location (within a 5-mile radius), job description, interests, past activity, and many other incredibly valuable criteria. • Create custom audiences in Facebook • Expand your reach with look-alikes • Match to your direct mail prospect list Tip: Change your sponsored ads & posts often to prevent ad fatigue. Use patient-generated content for ads for best results.
- 64. Why Do We Blog • Keeps your website current • You become The Expert • Gives you outreach with new audiences • Creates your own PR machine • People can engage with your content • Patients can share your information • Great for Organic search • Can be Educational • Can be fun • Great hiring tool
- 67. Call to Action • Call Today • Act by • Learn More • Click here to make an appointment • Click her for more information • Special Offer • Free
- 68. Tell Them What To Do • Click here for answers to the most common questions. • Do you have questions not answered here? Give us a call. • Dental problems rarely get better on their own. Begin care today. CTAs courtesy of Smile Marketing
- 69. Become a Thought Leader • Develop your Personal Brand • Create & circulate content • Write articles • Post Blogs • Work with Influencers • Develop a Network • Speak at Community Events • Participate on Panels • Non-Profit Involvement Don’t be shy – Chutzpah counts! People Trust You Because They View You As The Expert
- 70. Reviews • 88 percent of patients read reviews to determine the quality of a local practice. • Merely 12 percent of patients do NOT pay heed to online reviews. • 72 percent of patients admit that positive reviews make them trust a practice more. • 72 percent of patients usually take action after reading an encouraging review. • 62 percent of patients are unlikely to visit a practice with unpleasant reviews. Source: Practice Builders
- 72. Just ask TIPS: • Complete your entire interaction with a patient before bringing up the subject of reviews. If you're performing a series of procedures, wait until you've finished the last of the work. Talking about reviews should be the very last thing you do before the patient leaves the office. • Gauge how the patient is feeling about your work. Ask something simple like, "How are you feeling?" • When patients express satisfaction, ask them to write a review and name one or two specific sites. Make it easy - have a setup in the office where they can write / post their review. Seven out of 10 patients said they would leave a review if asked Looks daunting? There are companies that do this for you
- 73. Reputation Management • Reviews = Engagement • Respond to all reviews with a smile • Don’t overreact to negative reviews – respond openly & offer a way to reconcile the situation • Simplify the process • Send the right message • Don’t post fake reviews • Never take down a bad review • Good reviews build TRUST
- 74. Last Words on Engagement • Time = Trust • No longer face-to-face…but IP address-to-IP address • The more time prospects spend on your website the better your chance to convert • Drive prospects from one media channel to another • Facebook post to your website to clicking on a YouTube Video • Use a QR code in print to direct someone to your website • Article in Chamber newsletter clicks thru to your site • Show off your expertise – people trust The Expert • Be consistent in everything you do • Respond to all Reviews • Earn their Trust
- 75. Resources • DentistryIQ • SmileMarketing • Practice Builders • The Wealthy Dentist • Smart Practice • Word Tracker • American Dental Association • Bitebank Education • Patient News • Dataman Group Direct
- 76. Thank You 561.451.9302 – 800.771.DATA Datamangroup.com Visit the section of our website dedicated to Dental Practice marketing