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Dental Marketing Mastery

Dental Marketing Mastery discusses how to bring new patients to your dental practice. With over 29 years of experience running New Patients Inc., hosts Howie Horrocks and Mark Dilatush share what has worked for them and their clients.
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Dental Marketing Mastery
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Now displaying: 2017
Dec 15, 2017

Will PPC work for your office? How do you know? What steps do you take to find out? In this episode of Dental Marketing Mastery, Mark and Howie go into the nitty gritty of PPC.

 

Podcast Highlights:

  • Defining acronyms
  • Bidding for position and understanding your search market
  • Realities of PPC
  • Understanding your competition
  • Having people who manage these campaigns
  • The first 90 – 120 days of PPC: gathering data
  • Getting definitive recommendations and statistical proof
  • Capturing data and remarketing
  • Moving your money into good click sources
  • AI vs. Humans
  • Finding the PPC spend bell curve
  • Should you do it yourself?
  • Promoting individual niches
Dec 8, 2017

Buying a practice? What should you look for? What pitfalls should you avoid, and how should you go about this process? Mark and Howie explain.

 

Podcast Highlights:

  • What does the local market look like?
  • What is your doctor:patient ratio?
  • Is there a reason the practice is being sold?
  • Criteria for moving
  • Where to get demographic data
  • Finding the top dental markets nearby
  • The “near me” mistake
  • What are you REALLY paying for?
  • Goodwill and patient base
  • What’s REALLY an active patient?
  • What was the previous doctor doing for the last 5-8 years
  • What does the team look like?
  • Avoiding the “hostage situation”
Dec 4, 2017

Now that you have most of your marketing plan in order, how do you design your ads? We explore this concept in part 6 of our series, "Preparing for Next Year!"

 

Podcast Highlights

-Do you promote one thing, or multiple things at a time?
-Actual mailings vs. post cards
-The pitfalls of marketing price
-How to make effective radio spots
-Your marketable attributes
-How potential patients respond to design
-What color palettes should you use?
-Should you use more or less information?
-Price vs. benefits vs. one thing vs. many things
-How to avoid getting “shoppers”

Nov 24, 2017

Transitioning your first associate can be rough. So, how do you do it as painlessly as possible? We interview Dr. Staci Blaha to find out!

  • A situation many dentists find themselves in
  • Using a financial model vs. a capacity model
  • How to integrate a new doctor
  • Training staff to accommodate a new doctor
  • Marketing for a new associate
  • Eliminating barriers with the front desk
  • Taking out "always" and "never"
  • Patient scheduling
  • Should you bring in someone who does the same procedures as you?
  • How to get patients to see the new doctor
Nov 17, 2017

How do you create enough patients to start doing the dentistry you love? We interview Dr. Kent Smith to find out what he did in his practice to make it happen!

 

Podcast Highlights

  • The landscape of dentistry
  • Focusing on general dentistry vs. niches
  • The demographics where you will find the patients you want
  • Asking "what else can I do for you?"
  • Escaping the handpiece
  • The importance of teaching
  • How Dr. Smith was able to attract more Sleep Apnea patients
  • Referrals
  • Advertising dentistry without cheapening the perception of dentistry
  • Attracting quality patients vs. shoppers
Nov 10, 2017

Now that you understand deployment planning, how will you time your campaigns? And more importantly, how will you track those campaigns and ensure that your phones are being handled properly?

 

Episode Highlights:

 

  • Committing to tracking
  • Online timing
  • Offline timing
  • Getting the most out of summer
  • Getting the most out of end of use it or lose it
  • Your marketing calendar
  • Result tracking basics
  • Phone monitoring tests to try out
  • Calling back
Nov 3, 2017

We continue our series on how to prepare your marketing for the upcoming year. In this episode, we review risk management and lay out some deployment strategies.

 

Podcast Highlights:

  • Budget misallocations
  • Rotating services
  • Deployment costs
  • Avoiding the niche trap
  • The biggest myth about capacity
  • The numbers to look at when planning for capacity
  • Maintaining predictable results
  • Impressions
Oct 27, 2017

What do you do with your budget? And more importantly, WHY? While preparing for next year, it is important to manage your risks.

 

Podcast Highlights

  • Ideas vs. statistics
  • Budget allocation basics
  • The real target market you should be after
  • Established budget formulas
  • Building assets without going overbudget
  • Building your marketing foundation
  • Properly targeted direct mail
  • Risk management real estate
  • Geography and risk management
  • Local PPC
  • Using the internet for niche marketing
Oct 20, 2017

In part 2 of "Preparing for Next Year," we go over your assets and liabilities. What is helping? What is hurting? How do you tell?

 

Podcast Highlights:

  • Assets you don't want to overlook
  • Committing to listening to calls
  • Amenities, public relations, meet the dentist
  • Website checklist
  • The three pillars of your marketing foundation
  • A sample marketing budget
Oct 13, 2017

How do you make 2018 your year? With careful planning! In our next series, we walk you through the essentials for your practice's 2018 marketing plan.

 

Podcast highlights:

  • What to do from October to December
  • Why "getting bored" is the enemy
  • The formula to find out how much you should spend on marketing
  • Avoiding needless stress
  • Should you raise or lower your budget?
  • Are you at capacity? What is your definition of capacity?
  • Having the right mindset going into the future
  • Minimizing risk by diversifying your marketing
  • What worked, what didn't, and how to tell
  • Result tracking crash course
  • Statistics vs. feelings
Sep 29, 2017

The best time to plan your future marketing is NOW! So what should every practice know?

 

Podcast highlights:

  • How often should you update your website?
  • Use it or lose it campaigns
  • The dangers of putting all your eggs into one basket
  • Clients who disappear. Where did they go?
  • Skipping or delaying online scheduling
  • Practice management software
  • How are you getting reviews? Where do they go?
  • How much are you budgeting for marketing?
  • Avoiding stop and go
Sep 22, 2017

Everyone loves online reviews! So how do you get them to work for your benefit? What should you look for when shopping for review management software?

 

Podcast Highlights:

  • The muddy waters of being the online review champ in your area
  • Reviews from the consumer point of view
  • Avoiding the "train wreck" company
  • The problems review software must fix
  • Simplicity for the patient and doctor
  • The dangers of third party sites
  • Becoming the local expert in your area
  • Increasing social currency
Sep 15, 2017

Sometimes, the truth hurts. In this episode of Dental Marketing Mastery, we interview Sandy Pardue of Classic Practice Resources about training your front desk, avoiding missed opportunities, customer retention, and more! 

 

Podcast Highlights:

  • How dentists who invest in marketing can get more from the opportunities marketing creates
  • The importance of a welcoming person on the phone
  • How no phone training can mean death
  • Live calling practices
  • The importance of returning missed calls
  • Patient retention: why patients quit
  • Staff indifference
  • How your leadership attitude affects staff
  • Treatment and followup
  • Not being afraid of facing truths
  • Not degrading the customer
Sep 8, 2017

How do you redesign and rebuild your website? We interview Michael Barr about the subject.

 

Podcast Highlights:

  • What can you add to your website?
  • The Dental Warrior Blog: http://thedentalwarrior.com/
  • What to look for
  • What to ask about
  • Creating unique and relevant content
  • How long an upgrade takes
  • Keeping organic rankings
  • What has changed in the last 18 years
  • The risks of getting too comfortable
  • Long tail subjects
  • Benefits outshine features
  • Adding online reviews
  • Using heatmaps
Sep 1, 2017

The Big Reveal is here! Sign up for the special today: https://goo.gl/ouyq8W

If you sign up for our ADA show special, you will have access to all four of our NPI software products for free until January 1st, 2018. However, the offer expires on October 21st and we are NOT extending it! What does all of this software do? Why did we make it? 

Podcast Highlights:

  • The power of online reviews
  • The "sweet spot" rating that you want
  • Avoiding missed calls and missed appointments
  • Call centers? 
  • Online scheduling is not the boogieman 
  • Online scheduling that actually integrates with practice management software
  • Social media use
  • Dental Web Content
Aug 25, 2017

"I love dealing with insurance companies!" -- No one ever. How do you transition into being an FFS practice? Mark and Howie explain!

 

Podcast Highlights:

 

  • What is the average age of a practice that starts the transition?
  • How many new patients per month is "safe" before you start?
  • How long does the average transition take?
  • The dangers of going cold turkey on insurance
  • The team-oriented approach
  • How much of your revenue comes from insurance?
  • Promoting your practice during and after the transition
  • Which insurance companies to you get rid of first?
  • Celebrating the small wins
  • Targeting the right kind of patient
  • Setting the right foundation of internal marketing, internet marketing, and SEO
  • Where should you be promoting?
  • Online scheduling and being convenient
Aug 18, 2017

What is the one thing every marketing company should do? Cross reference! In this episode of Dental Marketing Mastery, Mark and Howie explain how to source your new patients and get the most out of your combination of online and offline marketing metrics.

 

Podcast Highlights:

 

  • What your reports tell you
  • What your call tracking makes you believe
  • What your front desk tells you
  • What your patients tell your front desk
  • How all of it is wrong
  • Why all of it is wrong
  • How to find out the truth and make it right
  • Our ADA show special
Aug 7, 2017

Howie interviews Lee Buzard about corporate dentistry, setting goals for the rest of the year, and investing in your practice.

 

Podcast Highlights:

 

  • Corporate Dentistry takeover?
  • What are they ACTUALLY taking from you? (Hint: don't worry)
  • The top half vs. the bottom half of the market
  • Corporate business model vs. yours: who wins?
  • Patients who care about deals vs. patients who care about quality
  • How to stand out and be a star
  • Who makes the healthcare decisions in the household?
  • The #1 page looked at on your website
  • Your half year plan
  • Mid-year review
  • Putting new things in the office
  • Maximizing reviews

Get a free mid-year review from Lee! Email lee@newpatientsinc.com

Jul 24, 2017
Your marketing plan creates new patients, so it is extremely important to do it right. What separates a great plan from just a good one? How do you make a great marketing plan?
Get a marketing plan for free
 
Podcast Highlights:
  • Knowing your fundamentals
  • Location analysis
  • Supply and demand in your area
  • Reaching the top 40% of your local market
  • How marketable are you? Find out here
  • What is your unique selling proposition?
  • Local schools, charities, college
  • Avoid being boring
  • Using what has worked, getting rid of what hasn't
  • Advertising tech and public relations
  • Using the right mix of messaging
  • BUDGET
  • How is your competition?
Jul 17, 2017

What do you do in a rebound year? How do you take full advantage of it, and reap the benefits for years to come? In this episode of Dental Marketing Mastery, Mark and Howie explain how an upturn changes the dental consumer's spending habits, how to market to these new behaviors, how to ready your office for the upswing, and more.

 

Podcast Highlights:

 

  • What happened in February of 2017?
  • The resurgence of elective procedures
  • Consumer confidence
  • Are you blocking yourself from the upcycle?
  • The scheduling changes you need to make
  • Changing your marketing message
  • Dealing with capacity issues
  • Are you overbooking?
  • Adjunct promotion
  • Getting a marketing plan that makes sense
  • Avoiding the stop and start mentality
  • Turning a 1 year rebound into a 9 year rebound
Jul 10, 2017

Warning! This podcast episode is 100% self promotion! DO NOT listen to this episode to get educated. Unless of course, you want to learn about the BIGGEST ADA SHOW SPECIAL EVER! Mark Dilatush and Josh Jenne use this episode to explain what all the excitement is about and how everyone can take advantage, even if they can’t make the ADA meeting.

Sign up for your show special here: http://newpatientsinc.com/promo/ada-2017.html

  • What is in the show special? It will be announced on September 1st
  • Who will benefit? All of dentistry
  • Where is the ADA this year? Atlanta, Georgia
  • Do I have to be at the ADA receive the show special? No! Simply sign up for a voucher
  • How to find us at the convention? Booth 2755
Jul 3, 2017

In this episode of Dental Marketing Mastery, we talk about the best locations to set up your practice. This includes startups, dentists considering buying a practice, and dentists who are expanding.

 

Podcast Highlights:

 

  • The ideal practice
  • How to get demographic data
  • How to find the best markets
  • The three most important factors when determining location
  • How to analyze a market area
  • Avoiding this recipe for disaster
  • Buying a new practice
  • Asking WHY a practice is for sale
  • Market consolidation: a valid marketing strategy
  • The best time to open a new practice
  • Doctor to patient ratio explained
Jun 26, 2017

What makes effective SEO? Why is it important? In this episode of Dental Marketing Mastery, we declutter the confusion behind SEO.

 

Podcast Highlights:

  • The three main aspects of effective SEO
  • Getting career-long return on your SEO
  • Budgeting for SEO
  • What is off-page SEO?
  • Google algorithm changes
  • On-page SEO basics
  • The importance of content
  • Combining social media with your SEO
  • How can a dentist help his or her specialist?
  • Creating websites for the dental consumer
  • The split between dental content and content for your consumers
  • Setting realistic expectations
Jun 19, 2017

What low-cost yet effective marketing techniques can help out your practice? In this episode of Dental Marketing Mastery, we give a few tips that can help out any practice.

 

Podcast Highlights:

  • The marketing techniques that never go out of style
  • The business card?
  • Leveraging local businesses
  • Low-cost items
  • Exploring the neighborhood
  • The overlooked places nearby
  • Vendors
  • How to contact people who can help you
  • How to throw a community day
  • Toothbrushes, floss, referral brochures
  • How to properly reward referrals
  • Utilizing social media
  • The line between obnoxious and friendly
Jun 12, 2017

Taking an associate requires some foresight in both your business practices and marketing. How should you approach it?

 

Podcast Highlights:

  • The role of owners vs. associates
  • The time period that should pass before an associate buys in
  • Who is supposed to promote?
  • Pre-appointments: when is the right time to take an associate
  • Pre-appointing misconceptions
  • Opposites attract! The best associate traits to look for
  • Capacity: What numbers show you are ready for an associate?
  • The new patient formula to follow
  • What marketable attributes does a new associate bring?
  • Solving staff vs. associate problems
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