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Dental Marketing Mastery

Dental Marketing Mastery is brought to you by New Patients Inc.com. In this podcast, Howie Horrocks and Mark Dilatush share their 30 years of experience in bringing quality new patients to thousands of dental practices across the world.
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Now displaying: Category: Dental 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
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 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 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 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
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
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 5, 2017

We interview NPI Consultant, Lee Buzard, about his honest, no-nonsense approach to marketing dental practices. Lee has over 20 years of experience in dental marketing, including purchasing and owning multiple dental practices. He has walked in the same dental office ownership trenches that many of his clients have. He truly understands when dentists ask, "what should I do?"

 

Podcast Highlights:

  • Dentist's most commonly asked questions
  • Assets and liabilities
  • Why throwing more money at a problem will not make it go away
  • What goes into calculating a 100% customized marketing plan
  • The importance of brutal honesty
  • Asking the hard questions of your practice
  • What can you expect from an advisor?
  • Promoting in the right mediums
  • Dentist to patient ratio
May 29, 2017

What makes a good video? That depends on what you're using it for, where it's at, and what type of video you are using. In this episode of Dental Marketing Mastery, we go into the best practices of dental marketing videos.

 

Podcast Highlights:

  • The three types of video
  • The importance of a script
  • The makeup person
  • Proper clothing for the camera
  • How many videos is too many?
  • How long should your video be?
  • The meet the doctor/team video is the most viewed
  • Building trust
  • What NOT to do with your eyes
  • The traditional video
  • Where to place videos
  • Reception room video best practices
  • What makes good narration?
  • Website video best practices
  • Leveraging social media
  • Animated video best practices
  • Benefits of animated video
  • Under-utilized mediums
  • Videos for customers, not for dentists!
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