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Using Engagement Marketing to Build Trust and Generate Business for Your Dental Practice
The document outlines key strategies for dental practice marketing, emphasizing the importance of building trust through engagement marketing and meaningful content. It highlights the need to generate new patients and retain existing ones, leveraging digital marketing, social media, and local search optimization. It also discusses understanding target audiences and utilizing online reviews to foster credibility and attract new business.
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Using Engagement Marketing to Build Trust and Generate Business for Your Dental Practice
- 1. âą Dale âDataDaleâ Filhaber âą President, Dataman Group Direct âą Author, Lead Generation Made Easier Using Engagement Marketing to Build Trust & Generate Business for your Dental Practice
- 2. Cost vs Value âąCost Per Acquisition - $150 - $300 per dental patient âą Year one as new patient spend averages $700-$1250 âą Average dental patient stays with a practice for 7-10 years âą Average Patients spend - $653 per year (ADA average - 2016) âą a new patient will generate at least $4500 in revenue (excluding referrals) in their lifetime with a practice Patient News
- 3. 2018 Landscape âą Enormouscompetition âą 17% average patient attrition rate âą Need to generate 24-50 new patients per month âą Word of mouth referrals canât keep up âą Consumers shop on-line âą Technology keeps changing âą More marketing choices than ever before âą Need to overcome price / basic practice features
- 4. People tend toprefer to do business with businesses that they know, like, and trust. FACT
- 5. Your marketing effortsneed to create that culture of trust with your patients, customers & prospects FACT
- 6. Trust helps youoverride basic features & price. FACT So, how do you get them to trust you?
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- 10. Marketing used toBe a One-Way Street
- 11. The Good OldDays?
- 14. Todayâs Marketing Mix DifferentStrokes for Different Folks
- 15. Every modern marketerneeds 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 EngagementMarketing
- 18. Goal âą To usestrategic, 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 EngagementPlan âą Start with your existing marketing plan âą Calendarize âą Add in social media campaigns âą What marketing channels are you using? Do they blend together seamlessly? âą Are you providing relevant content? âą Does your content flow across channels? âą Do you have a call to action for engagement? âą Is your team on board? âą How do you respond & interact with engaged participants?
- 20. Prospecting âą Need togenerate 24-50 new patients per month* âą 92% of healthcare decisions are made by women âą 5-10 mile maximum driving radius** âą Marketing Rule of Repetition âą Blending different media for impact âą Everything directs to your Website *DentistryIQ **2016 survey done by The Wealthy Dentist
- 21. It starts withyour Website
- 22. 2018 Website Musthaves âą Visual âą Clear navigation âą Prominent phone #, directions, hours âą Photos & bios of dentists & dental team âą Lists treatment options âą Intro Video âą Virtual office tour âą Coupon offer âą Online appointment / payment portals âą Reviews area âą Links to blog, social media âą Mobile optimization âą Speed
- 23. Can You BeFound? âą Last year, there were over 1 million searches in the US â Dentist and the name of a city. Source: WordTracker
- 24. 72% of peopleconduct an online search and read reviews before choosing a doctor or a dentist Source: PEW Research
- 25. More than halfof the searches for dentists are done on a mobile phone â (Is your site properly optimized?) FUN FACT: more people have mobile phones than toothbrushes Source: Ian Carrington, Digital Marketing Director, Google
- 26. Marketing Toolbox âą LocalSearch âą SEO / PPC âą Direct Mail âą Social Media âą Marketing on Social Media Sites âą Blogs âą Become a Thought Leader Itâs all about providing meaningful content
- 30. Local Search Engines âąGoogle My Business https://www.google.com/business/placesforbusiness/ âą Yahoo Local https://help.yahoo.com/kb/yahoo-local-basic/SLN15966.htm âą Bing Local https://www.bingplaces.com/DashBoard
- 31. Other Directories Dental Directories AmericaSmiles 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 Donât Forget: Better Business Bureau Chamber of Commerce
- 32. Can You FindThem?
- 33. Top Audiences âą NewMovers âą Female Decision Makers âą Parents of Children Turning 1 âą Families with Children âą Health Conscious âą Older Adults âą Ailment Sufferers âą EDDM âą Dentists & health care Referrers
- 34. New Movers Zillow NewMover Study 95% â grocery 94% -- restaurants 83% â appliances 78% â department store 77% -- food delivery 78% â pet supplies 70% â dentist 59% â family doctor 55% â vet 53% â insurance 55% â hair and beauty 32% â pet grooming Lots of Needs in First 6 Months
- 35. New Mover TopâNear Meâ Searches
- 36. Parents of ChildrenTurning 1 Time for Babyâs First Dental Checkup Great opportunity to âą educate parents âą share expertise âą build trust âą Generate new patients
- 37. Families with Children Youare 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 Whatâs Best for their Children By answering these questions, you are building trust
- 38. Health Conscious âą Accordingto 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. âą Female is decision maker âą Mantra is âas long as I have my healthâ (and my teeth) âą Itâs not about the money but the peace of mind âą Want to look good âą Boomers âą Millennials âą Ailment Sufferers
- 39. Millennials âą Want tolook good âą Health is key âą Respond to coupons & special offers âą FOMO 2018 Report â 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 âą Peoplewith Diabetes âą 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 âą Dentists âąPhysicians âą Other Health providers How do you find them? Why Should They Refer You? Why Should They Trust You?
- 42. Traditional with aNew Twist âą Personalized âą Irresistible âą Has staying power âą Use direct mail to move prospects from 1 marketing channel to another âą 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 â with similar messaging. Hyper Targeted Direct Mail
- 43. Stand Out &Be Creative Colorful â lumpy envelopes get opened âą Branded Lost Tooth box for Parents of Turning 1 âą Magnets for New Movers âą Dental Welcome Box for New Movers âą SPF Lip Balm to Female decision makers âą 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 forNew Movers, Grand Openings and Branding
- 45. Social Media âą Greatfor Branding âą 70% of your patients and prospective patients use social media. âą Gain visibility âą Build Reputation âą Create Engagement âą Develop TRUST
- 46. Social Media Strategies âąHumanize yourself & your staff âą Portray your team as personable & professional âą Put on your calendar so you post often âą Photos of your team, office & events you participate in, especially those that benefit the community âą Links to blog posts and news articles âą Updates about your practice âą Consider contests and promotions âą Seasonal & holiday happenings âą Human Interest (Patient of the month) âą Dental Tips âą Resource for parents or seniors âą Be motivational
- 47. Set Up YourFacebook Page âą Go to âCreate Pageâ link. https://www.facebook.com/pages/create/ âą Choose a page type. Choose âLocal Business or Place.â âą Choose a category. This is how prospective new patients can find you. âą Choose a business name. Enter your exact practice name that people know you by. âą Agree to Facebook Pages Terms. âą Click âGet Started.â Click the blue button. âą Set up your page. Simply follow the prompts and youâre ready to go
- 48. Set Up YourInstagram Account âą Go to https://www.instagram.com/ âą Enter your email address, create a username and password or click Log in with Facebook to sign up with your Facebook account. âą If you register with an email, click Sign up
- 49. Set Up YourTwitter Account âą Go to www.twitter.com âą Click âSign up for Twitter.â âą Provide basic information about yourself such as your full name and email address. âą Make sure you pick a user name that represents your practice, or at least lets users know what you do. Examples: alphadental, drsmithdentist, etc. âą Follow the remaining prompts
- 50. Why Do YouTweet? âą 140 characters âą Great to share articles by posting a link âą Post information about your practice âą 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.
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- 54. Be Part ofa National Initiative
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- 58. Promote To YourPatients
- 59. Be Consistent âą Stickto your Marketing Calendar âą Keep posts current âą You are developing a cadre of followers, donât disappoint them âą Reliability connotes TRUST âą You want your brand = TRUST
- 60. Videos Rock âą YouTube is the 2nd largest Search Engine âą Great for SEO âą Shareable âą Patient Education âą Credibility âą Thought Leadership âą TRUST courtesy of BiteBank Education
- 61. Create your YouTubeChannel âą Sign in to YouTube by signing into your Google account. âą Your username & YouTube channel will share the same name as your Google+ profile. âą Customize your YouTube channel. Click the âAdd channel artâ button on your dashboard to add a banner image to your channel. âą 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. âą Upload your video. Remember to tag descriptive words or phrases so your videos show in searches.
- 62. Advertising on SocialMedia âą 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 âą Facebook allowsmore 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. âą Create custom audiences in Facebook âą Expand your reach with look-alikes âą 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 WeBlog âą Keeps your website current âą You become The Expert âą Gives you outreach with new audiences âą Creates your own PR machine âą People can engage with your content âą Patients can share your information âą Great for Organic search âą Can be Educational âą Can be fun âą Great hiring tool
- 67. Call to Action âąCall Today âą Act by âą Learn More âą Click here to make an appointment âą Click her for more information âą Special Offer âą Free
- 68. Tell Them WhatTo Do âą Click here for answers to the most common questions. âą Do you have questions not answered here? Give us a call. âą Dental problems rarely get better on their own. Begin care today. CTAs courtesy of Smile Marketing
- 69. Become a ThoughtLeader âą Develop your Personal Brand âą Create & circulate content âą Write articles âą Post Blogs âą Work with Influencers âą Develop a Network âą Speak at Community Events âą Participate on Panels âą Non-Profit Involvement Donât be shy â Chutzpah counts! People Trust You Because They View You As The Expert
- 70. Reviews âą 88 percentof patients read reviews to determine the quality of a local practice. âą Merely 12 percent of patients do NOT pay heed to online reviews. âą 72 percent of patients admit that positive reviews make them trust a practice more. âą 72 percent of patients usually take action after reading an encouraging review. âą 62 percent of patients are unlikely to visit a practice with unpleasant reviews. Source: Practice Builders
- 72. Just ask TIPS: âą Completeyour 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. âą Gauge how the patient is feeling about your work. Ask something simple like, "How are you feeling?" âą 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 âą Reviews= Engagement âą Respond to all reviews with a smile âą Donât overreact to negative reviews â respond openly & offer a way to reconcile the situation âą Simplify the process âą Send the right message âą Donât post fake reviews âą Never take down a bad review âą Good reviews build TRUST
- 74. Last Words onEngagement âą Time = Trust âą No longer face-to-faceâŠbut IP address-to-IP address âą The more time prospects spend on your website the better your chance to convert âą Drive prospects from one media channel to another âą Facebook post to your website to clicking on a YouTube Video âą Use a QR code in print to direct someone to your website âą Article in Chamber newsletter clicks thru to your site âą Show off your expertise â people trust The Expert âą Be consistent in everything you do âą Respond to all Reviews âą Earn their Trust
- 75. Resources âą DentistryIQ âą SmileMarketing âąPractice Builders âą The Wealthy Dentist âą Smart Practice âą Word Tracker âą American Dental Association âą Bitebank Education âą Patient News âą Dataman Group Direct
- 76. Thank You 561.451.9302 â800.771.DATA Datamangroup.com Visit the section of our website dedicated to Dental Practice marketing