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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 4
Apr 3, 2017

In this episode of Dental Marketing Mastery, we run through an example marketing plan we did for a multi-specialty practice.

 

Podcast Highlights

 

  • Setting the marketing foundation
  • Specialists
  • Dealing with a capacity increase
  • Getting this practice to the "next level"
  • Magazines for a specialized audience
  • Hitting the top 20% of the market
  • Trifolds, Magazines, and multi-niche advertising
  • Setting up online scheduling and review management
  • Setting up lead capture and appointment capture
  • How to promote both the practice AND its niches
  • Marketing as a specialist
Mar 27, 2017

In this episode of Dental Marketing Mastery, we answer a few questions we received and give a special announcement.

 

Podcast Highlights:

We just attended the "Get it Done Weekend" and it was great! It is a great place for dentists to get all of their requirements done in one day.

 

How Do I Defend Against Illegitimate Reviews?

  • Practice Management and Marketing
  • What the web surfer sees
  • Who leaves illegitimate reviews?
  • The amount of positive reviews it takes to counterbalance these bad reviews
  • How to get more reviews
  • How do you respond to bad reviews?

Is All Mail Dead?

  • No way!
  • Statistics on mail
  • Are you using clipper? A value pack?
  • The difference between good mail and bad mail (hint: It's price incentives)
  • Which mail mediums are out?
  • The bell curve when some mail mediums become ineffective
  • What's the ROI on good mail?

How Often Should I Email Patients? I Don't Want to be a Spammer!

  • Separating what is promotional vs. what is internal
  • Newsletters vs. confirmations or recalls
  • The magic number is 4
  • Saying as much as you can
  • Promoting one thing at a time
  • Your mail formula for the next 2 years
  • Effective landing page use
  • NPI Concierge

Announcement: The ADA

  • We will be at the ADA!
  • October 19-23
  • Atlanta, Georgia
  • We have a surprise for you!
Mar 20, 2017

We take you through the decision-making process that a potential new customer will go through before they finally book an appointment with your practice.

 

Free Marketing Plan from New Patients Inc.: https://goo.gl/9YVCbM 

 

Podcast Highlights:

  • How reviews and reputation management affect online AND offline performance
  • Googling pizza as an exercise
  • The psychology behind clicking on search results
  • Avoiding the "train wreck" companies
  • How consumers JUSTIFY the dentist they choose
  • What a 2.8 star rating means vs. a 4.8 star rating
  • Offline advertising
  • The 5.0: good or bad?
  • The decision-making process behind websites
  • Converting website visitors to phone calls
  • The important of convenience and online scheduling
  • Why 20% of phone calls are missed... and how to prevent it
  • How to take away borders from decision making
  • How to get a 7pm Sunday Evening caller turned into a patient
  • The impact of software on your website
Mar 13, 2017

In this episode of Dental Marketing Mastery, we discuss the importance of combining your online and offline marketing efforts.

 

Podcast Highlights:

  • The problem with putting all of your eggs into one basket
  • Offline advertising's effect on your online properties
  • Over-allocating budget to a specific service you provide
  • The expiration date on using PPC only
  • Avoiding the "niche trap"
  • Taking advantage of decreased competition in offline media
  • Reallocating budget to drive more family patients
  • Proper ad rotation strategies
Mar 6, 2017

How many patients are you losing? How do you know? How do you keep them? We answer all of these questions in our podcast.

 

Podcast Highlights:

 

  • Promoting conveniences and technologies
  • "If your offer is your best foot forward, you have no feet!"
  • How to measure New Patients vs. Overdue Patients
  • How to see if your practice is trending up or down
  • How to stop losing patients
  • Are you pre-appointing too many people?
  • How to sort patients
  • How to reward reliable patients
  • How to create reliable patients
  • Closing the back door with scheduling conveniences
  • How to not create your own mess
Feb 27, 2017

In this episode of Dental Marketing Mastery, we interview the CEO of LocalMed®, Keith English. We discuss why real time online scheduling is becoming the “hot new marketing tool” in dentistry, and why you and the team should embrace it without fear.

Feb 27, 2017

In this episode of Dental Marketing Mastery, we discuss three more commitments every dentist can make to improve their practice.

 

Understand ROI

  • What is exponential ROI?
  • The problem with measuring in only 30 day increments
  • Tracking first year production
  • Projecting ROI
  • The problem with measuring first line responders
  • Secondary and tertiary responders

Keeping the Back Door Closed

  • The pitfalls of being a new patient junkie
  • Keeping existing patients
  • Practice Analysis Worksheet: email josh@newpatientsinc.com to receive it

Commit to Capacity

  • The number of days that a patient will wait to see you
  • How to reduce patient no shows
  • Asking yourself, "If a new patient called today, what's the earliest I could see him or her?"
Feb 20, 2017

How do you best ask your patients for referrals? How do you reward them, and how do you create incentives to do so?

 

Podcast Highlights

 

  • The importance of internal promotions
  • Avoiding the state board
  • Types of relationships
  • Transactional Relationships
  • Social relationships
  • "Predictably Irrational"
  • Why you don't give your mother in law $300 for cooking dinner
  • Making patient relationships social
  • Receiving a gift when expected vs. when it's unexpected
  • Incentives
  • When is the best time to offer incentives?
  • The two halves of the dental market
  • Transactional customers vs. social customers
Feb 13, 2017

What commitments can you make to yourself for a better practice? In this episode, we explain.

 

  • View your practice as a business
    • Fighting reimbursement entities, corporate entities
    • Your mental image of a "practice"
    • "I don't need marketing. I have organic referrals"
  • Commit to a marketing budget
    • Where your money went vs. where it should go
    • The vicious cycle of starting and stopping
    • Avoiding "starting over" every time you market
  • Commit to ROI tracking the right way
    • Source your new patients
    • Call tracking
  • Understand what customers are looking for and access more education
  • You have a choice!
Feb 6, 2017

In this episode of Dental Marketing Mastery, we discuss branding, and the difference between branding and being branded.

 

Podcast Highlights:

 

  • Definition of Branding and Branded
  • How people FEEL about you, their perspectives
  • What is achievable for the average dentist
  • The amount of TRULY branded dental practices
  • How long does it take to establish a brand?
  • Newer practices vs. transition of ownership
  • How far should you try to brand?
  • The dangers of price incentives on branding
  • Mismatching your advertising with who you are
  • Avoiding the "race to the bottom"
  • The ideal mix of traits to showcase

 

Jan 30, 2017

Controversy! In this episode of Dental Marketing Mastery, we discuss duplicate content on websites.

 

Podcast highlights:

  • What's real and what's not?
  • How many ways can you describe dental implants?
  • SEO
  • Effects of geolocation
  • Dentistry SEO
  • Cookie cutter vs. unproven
  • Website companies
  • Dentists who want to write every word on their website
  • Google's algorithm
Jan 23, 2017

In this episode of Dental Marketing Mastery, we discuss the differences between marketing a rural practice and an urban one. We also discuss what dentists should do if they are neither rural or urban, but more in between.

 

We also now have a mail bag! If you have a question that you want us to answer on our podcast, email josh@newpatientsinc.com, and we'll address your question on the podcast.

 

Podcast highlights:

 

  • Geographic differences
  • Media type differences
    • Internal marketing
    • Internet marketing
    • Direct mail
  • What to do if you're in between rural and urban areas?
  • Natural obstacles vs. man made obstacles
  • Competing with other dentists in these settings
  • Mediums available in rural that are not available in urban, and vice versa
  • Understanding how all practices are unique
  • Understanding the WHY of dental marketing
Jan 16, 2017

Video is one of the most underutilized mediums in Dental Marketing. So, what makes a good video? How should you use video, and what should your videos say?

 

Podcast Highlights:

 

  • Types of videos
  • What makes a good home page video?
  • Establishing trust and respect
  • Video placement
  • Communicability
  • Length
  • What should your video say?
  • Marketable attributes video
  • Silent videos
  • Where to use these videos
  • Animated videos
  • What to do if you aren't good in front of a camera
  • Animated video length
  • Video quality
  • Quality scripting
Jan 9, 2017

The new year is upon us, so what is your practice going to focus on? In this episode of Dental Marketing Mastery, we explain three easy, proven, FREE commitments that your office can make to convert more new patients.

 

Podcast Highlights:

 

  • Calling new patients the same day they call you
    • Conversation script
    • How patients feel about calls from their dentist
    • Benefits and goals
  • Would you like us to take care of that today?
    • Online scheduling
    • Opening up conversions
    • CAD-CAM, same-day dentistry
    • Asking the right questions when patients are in the chair
    • Schedule flexibility
    • Having a team that supports this strategy
  • Commit to listening to phone calls
    • Listening to all calls brought in by marketing... yourself
    • Understanding what your patients are asking and what your staff is saying
    • Taking corrective actions
Dec 26, 2016

Allow patients to schedule their own appointments online? MADNESS!

Or is it?

In this episode of Dental Marketing Mastery, we explore the pros and cons of online scheduling and debunk the myths surrounding this controversial subject.

 

Podcast highlights:

  • The two crowds in this argument
  • Parallels between other uses of this technology
  • The proper implementation
  • Argument #1: "I don't want to lose the connection I have with my patients"
  • Argument #2: "We need time to talk to the patient beforehand"
  • Argument #3: "I don't want to lose control of my schedule"
  • Closing statements
Dec 19, 2016

What's this? It's the holiday season, and we are giving away four free gifts for your practice.

 

Here are the gifts:

 

1. [Book] Unlimited New Patients, Volume 3

 

2. [Score Card] Marketable Attributes Score Card

  • A card for planning your marketing. Use this card to find out what your practice should be displaying in your marketing assets.
  • This score card shows what patients actually care about, discovered 20 years of client results and millions of dollars of independent consumer research
  • Can be found here: http://www.dentalwebcontent.com/marketable_attributes.html 

 

3. [7-Hour Video Series] New Patients Inc. Marketing Summit

 

4. [Marketing Plan] Have a Marketing Plan Created for You

  • Get your FREE plan, created by one of our experienced advisors, here: http://newpatientsinc.com/dental_marketing_survey.html 
  • Establish your new patient goals
  • Includes radius analysis around your practice, looking for high-quality new patient targets
  • A reasonable budget will be created
  • Recommendations to make your practice more marketable
  • Specific deployment instructions
Dec 12, 2016

Have you reflected on your marketing year? What plans do you have for the next year? In this episode, Mark and Howie discuss how to make a marketing plan that works, and how to stick to it.

 

Podcast Highlights:

  • Assessing your marketable assets
  • Assessing your website, text & email, appointment software
  • Are your brochures and print material up to date?
  • What are your liabilities?
  • Which assets are working, and which are not?
  • Setting a marketing goal
  • Do you need to increase capacity or marketing?
  • Setting a budget
  • Budget allocation
  • The fundamental channels you should be marketing in
  • Sticking to the process
  • Conserving resources
Dec 5, 2016

What is the niche trap? How can you avoid it? 

 

Podcast Highlights:

  • Cosmetic Dentistry's past niche trap
  • A budgeting error that can lead to the niche trap
  • Spreading your message across your marketable attributes
  • Radio spots
  • Is reduced price a niche trap?
  • The right messaging in your take-home pieces
  • Breaking out of the niche trap with your existing ad pieces
Nov 28, 2016

In this episode of Dental Marketing Mastery, Mark and Howie discuss the changes that went forth for Google and how it handles reviews, and go further into depth about website and practice management software integration.

Nov 23, 2016

Online reviews -- how do you manage the flow of the good, and address the bad? How can you prevent the bad from even going out in the first place? In this episode of Dental Marketing Mastery, we introduce NPI Crusader. NPI Crusader is review management software that can fully automate the process of getting reviews, posting them to the right places, and addressing bad reviews so that they can be resolved before going out to the public.

 

Podcast Highlights:

  • The amount of staff needed to run this software (it's none)
  • Staff interaction is icing on the cake, not the cake
  • Where reviews should be for maximum exposure
  • Email vs. texting to get reviews
  • Practice management software integration
Nov 22, 2016

In this episode of Dental Marketing Mastery, we introduce NPI Concierge, our new software that allows new and existing patients to schedule their own appointments from your website, their social media pages, or their insurance provider's website. You can learn more about NPI Concierge on our website at http://www.dentalwebcontent.com/concierge_patient_scheduling.html 

 

Podcast Highlights:

  • Existing patients, specifically recare and overdue recare, can make an appointment when it is convenient for them, without making a phone call
  • The history of NPI Concierge
  • Uses YOUR scheduling rules: Dentists DON'T give away control of their schedule as patients can only schedule based on the criteria you set
  • Online marketing opportunities with this software -- paid CPC campaigns that lead prospective patients directly into scheduling an appointment
  • How does NPI Concierge integrate with practice management software?
Nov 21, 2016

In this episode of Dental Marketing Mastery, we tell dentists that it's not all about you... when it comes to your marketing. So, what should you promote?

 

The marketable attributes score card featured in this podcast can be downloaded for free here: http://www.dentalwebcontent.com/marketable_attributes.html 

 

Podcast Highlights:

  • Are you promoting the right services?
  • Do you HAVE the right services?
  • The pitfalls of using an introductory price
  • How to determine your marketable attributes with our score card
  • What do consumers ACTUALLY care about?
  • Did you know... that only 36% of customers care about price?
  • The score you should aim for in marketing
  • Creating a balanced marketing plan
Nov 8, 2016

Is your online reputation important? YOU KNOW IT! So, how do you manage your online reputation? How do you get more reviews? How do you stop bad reviews and leave patients satisfied? Mark and Howie Explain.

 

Podcast Highlights:

  • The importance of online reviews
  • Control triggers for online reputation
  • How your dental demographics view reviews differently
  • Texting vs. Email to get more reviews
  • How to integrate with practice management software
  • What to write when asking for reviews
  • Reputation management software
  • The sites you want to be reviewed on
Oct 31, 2016

Mark and Howie explain PPC, how to get the most out of your money, and more.

Podcast highlights:

  • PPC definition and examples
  • Which search terms should you bid on?
  • How bidding works
  • Switching up phrases instead of abandoning PPC
  • How to go from $20 per click to 45c per click
  • Facebook PPC
  • Facebook targeting basics
  • Measuring results
Oct 17, 2016

Dentists commonly introduce a new service to their practices. But how should they approach it? Mark and Howie explain.

Podcast Highlights:

  • Where to start
  • Costs and statistical analysis of success
  • The first mediums you should explore
  • The first people you should target
  • The second medium to approach
  • Where do you go from there?
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