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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: Page 2
Apr 27, 2018

We continue our discussion of the top 10 ways to destroy your advertising results in part 2! In this episode, we discuss treating your practice like a business, budgeting, allocating marketing responsibilities, and market demographics.

#4 Not Treating the Practice Like A Business

  • Not having a budget
  • What percentage of your practice revenue should go into marketing?
  • Budgets: spending limitation, NOT a promissory note
  • Not being consistent with marketing

#5 Having Multiple Companies Handle Your Marketing

  • Which assets belong to who?
  • Having 5 companies for your marketing?
  • Online scheduling, reputation management
  • Driving yourself crazy!
  • Not working thematically

#6 Promoting to the Wrong Half of the Market

  • Defining the right half of the market
  • Short-term patients vs. long term patients
  • The difference between a shopper and good quality
  • Getting caught in the volume game
  • Kissing a lot of frogs to find a prince
  • Becoming the “cheap dentist” in town
  • Competing with corporate offices
Apr 20, 2018

A top 10? From us? Yep! In this episode of Dental Marketing Mastery, we answer the question, "what tanks your marketing?" We then discuss understanding data can help you set realistic expectations with your marketing and produce great results.

 

Podcast Highlights:

  • Hello to our listeners from Australia!
  • How do dentists get in the way of their own advertising results?
  • #1: Expecting everything... TODAY (time)
    • Market penetration
    • "A 27 year overnight success!"
    • Understanding the marketing bell curve
    • How many impressions do you need to make?
  • #2: Transparency with what works and what doesn't
    • Feelings vs. statistics
    • The start and stop mentality
    • Result tracking, call tracking
  • #3: Having unrealistic expectations
    • How to set realistic expectations with data
    • Understanding market penetration
    • Quality of patients vs. quantity of patients
Apr 13, 2018

Continuing our series on promoting niche dentistry, we go over Invisalign® and Six Month Smiles®. What message do you send? Who is your target market? Why? In this episode, we show you how to communicate these services and give tips on executing these campaigns.

 

Podcast Highlights

 

  • Invisalign® – a different beast
  • Email josh@newpatientsinc.com if you have questions
  • Convincing the public why you’re the right Invisalign® provider
  • Which crowd wants Invisalign®?
  • How do you promote Invisalign®?
  • Making first impressions
  • Making appointments convenient for patients
  • Veneers
  • Making instant orthodontics easy to explain
  • Good dental marketing makes patients ask more than “do you take my insurance?” 
  • Communicating 6 month smiles
  • Starting with existing patients
  • When patients don’t know what you don’t tell them
  • Search Engine Marketing
  • Landing Pages
  • Complimentary Offers
Apr 6, 2018

Promoting sleep apnea treatment means sending the right message and tailoring that message to your audience. In this episode of Dental Marketing Mastery, we discuss how to do so, and we go over a few marketing mediums you can utilize to create sleep apnea patients.

 

Podcast Highlights:

 

  • What is the conversation starter?
  • Getting the right partnerships
  • Post cards?
  • Sending the right message
  • Google Adwords
  • Humanizing the connection between dentist and potential new patient
Mar 23, 2018

We continue our discussion of promoting dental implants with part 2! In part 2, we go a little deeper into sending the right message, using Google Adwords, doing market research, and managing your campaigns.

 

Podcast Highlights:

 

  • Sending the right message to consumers
  • Avoiding before/after photos
  • The challenges of promoting dental implants
  • Correctly using pictures and testimonials
  • Google AdWords for dental implants
  • Knowing whether or not you are in a competitive market
  • Utilizing the correct media types
  • Who should manage these campaigns?
  • Combining your practice’s marketable attributes with implants
Mar 16, 2018

How do you promote dental implants? Where do you start? What demographics do you go after? How do you frame your message? All this and more in our newest episode of Dental Marketing Mastery.

 

Podcast Highlights:

  • Where to start
  • Educational vignettes
  • Benefit-based marketing
  • Who are my captive audiences?
  • Which statistics to measure before creating your campaign
  • Combining implant niche with other niches
  • Managing patient conceptions
  • Managing the flow of new cases
  • Organic growth from existing patient base
  • Practice marketable attributes that help promote implants
  • Marketing channels based on area
  • The amount to spend on niche marketing

 

Mar 9, 2018

What is the difference between a request for an appointment, and an actual appointment? How has scheduling evolved over the years? How do you turn visitors into patients while avoiding common pitfalls? 

In this episode of Dental Marketing Mastery, we interview Lee Buzard, an NPI advisor and former practice owner, about his experiences.

 

Podcast Highlights:

  • The old way appointments were scheduled
  • Where do patients go if they cannot schedule?
  • The percent of requests that end up in a chair
  • The risks of taking shortcuts
  • Real appointments vs. requests for appointments
  • Onboarding new patients effectively
  • Avoiding fake appointment requests
  • Online scheduling done wrong
  • The importance of email verification
  • Appointment-creation redundancies
  • Emergency patients
Mar 2, 2018

Have you found yourself in a great market? Well, you might not be alone! In this podcast, we explain what you should do if you're in a great market area, how to approach it, and how to get a hold of it before your competitors do.

 

Podcast Highlights:

  • Are you really in an untapped market?

  • Understanding your doctor to patient ratio

  • What to do the first 2 years of dental advertising

  • Capturing the market before others do

  • Setting your marketing foundation

  • Delivering the right message

  • Building marketing like a home

  • Picking the right marketing firm the first time

  • Avoiding the “try this, try that” mentality

Feb 23, 2018

In this episode, we discuss how to make a good first impression on who matters most -- moms! Review management, showing the benefits of dentistry, and properly educating the consumer all work towards this goal. So how do you go about it?

 

Podcast Highlights

 

  • Looking at your office objectively
  • Seeing from the point of view as a consumer
  • How to make a good impression, PERIOD
  • What can you do for THEM
  • Do new patients really know the benefits of dentistry?
  • How do you impress today’s mom?
  • Managing reviews 
  • The phone: the most important first impression
  • Working the front desk
  • Informed patients that ask the right questions
Feb 21, 2018

 

We interview Jason Siruchek of Dental Elevated to discuss technology, teamwork, and direction.

 

Podcast Highlights

 

  • A new way for dental offices and staff to get what they need in an efficient manner!
  • What is dental elevated?
  • Systems, training, implementation of practices
  • Application of information
  • Utilizing technology in your practice
  • The wealth of information about dentistry
  • Where do you start? Where do you go next?
  • The benefits of a coaching company
  • Moving your team in the same direction
  • Facebook groups
  • Navigating the information available today
  • Dental Peer Groups and accountability
  • Staying modern with teaching
  • Cross training vs. Cross-experience
  • Coupon Code: NPI2018 to receive discount on dentalelevated.com 
Feb 16, 2018

In this episode, Mark and Howie answer some questions we've been receiving about dental marketing:

  1. How do I get my associate to take insurance when I don't?
  2. What's the deal with duplicate content?
  3. When should I redo my website?

 

Podcast Highlights:

 

  • Preventing dentistry becoming a commodity
  • How to get my associate to take insurance… when I don’t!
  • Insurance steps and attention to detail
  • What if you have separate offices?
  • Duplicate content – really as bad as you think?
  • Who got penalized? No one!
  • Updating your website
  • Keeping up to date
  • How much should hosting really cost?
Feb 9, 2018

In this episode, Mark and Howie go over Direct Mail marketing, what results you can expect, how to get the most out of mail, and why it is still the best medium for dental advertising.

 

Podcast Highlights:

 

  • Old is cool again
  • Direct mail never stopped being the lowest risk ad medium
  • What results should you expect from direct marketing?
  • The mail return for the average dentist
  • The mail return for dentists in competitive areas
  • Steady stream of higher-than average customers in the market you serve
  • The marketing foundations you need
  • Finding your mail results
  • Patients per address
  • Dentistry rebound
  • Making decisions on poor, incomplete, or missing information
  • Improperly targeting mail

 

Feb 2, 2018

Speaking to website visitors, converting them into patients, and more! In this episode of Dental Marketing Mastery, Mark interviews Scott Hansen of professionalchats.com about radical convenience, removing sales friction, and more.

 

Podcast Highlights:

 

  • Practice management and dental experience
  • Turning website visitors into conversions
  • Utilizing online conversion tools
  • Online chat services
  • Outsourcing your online chat
  • Answering service vs. a Concierge
  • Managing positive patient experiences
  • Paying to get the phone to ring… then not converting calls into patients!
  • Patient follow ups
  • Reaching out to patients using professionalchats.com 
  • The Age of Radical Convenience
  • Reducing sales friction
  • Learn more: scott@professionalchats.com
Jan 26, 2018

Emergency! In this episode of Dental Marketing Mastery, we discuss emergency patients and how you can get them to find you. We also go over some updates on Call Tracking and Google PPC.

Podcast Highlights:

  • Emergency patients
  • Online scheduling in Canada
  • What’s a bad click source?
  • Too many light switches
  • Turning off the bad light switches
  • Embracing emergency patients
  • The influx of emergency patients
  • How do you get emergency patients with Adwords?
  • Utilizing new platforms
Jan 19, 2018

In this episode of Dental Marketing Mastery, we talk about updates to scheduling software and Dental Web Content.

 

Podcast Highlights:

  • "My patients won't..." they will!
  • The surprising hours patients will make appointments
  • Adapting to the age of convenience
  • New content updates
Jan 12, 2018

In this episode of Dental Marketing Mastery, we explore Every Door Direct Mail (EDDM®). We talk about its benefits, its drawbacks, which dentists it works best for, design elements, and more!

 

Podcast Highlights

  • EDDM benefits and drawbacks
  • Distribution costs
  • Lower acquisition costs vs. return on revenue
  • Which dentists should use EDDM?
  • The pitfalls of postcards
  • Design elements
  • The "cheap" dentist in town
  • The mirage of geographic targeting
  • Correct mail campaigns
  • Revenue generated from mail
  • Messaging the RIGHT prospects
  • Household income vs. geographic targeting
  • EDDM tracking issues
  • Paying money to brand yourself incorrectly?
  • Putting yourself in the wrong competitive market
Jan 5, 2018

In this episode of Dental Marketing Mastery, Mark and Howie discuss how to deal with the transition to retirement, doing more "fun" dentistry, getting enough volume to support an associate, and more.

 

Podcast Highlights

 

  • Retirement transition
  • Moving to FUN dentistry
  • Budgeting for changes
  • What to do with a new associate
  • How many charts will support a 30-hour work week?
  • Pulling volume from different demographics
  • Advertising to match new capacity
  • Transferring ownership of your practice
  • Hiring the right associate
  • Aligning services
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
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