Marketing Tip of the Month – July 2010
Get all the right answers to your marketing questions.
If you are like so many healthcare practitioners, you have questions about the most effective ways to market your practice. And, like most practitioners, you don't want to spend a small fortune to get the right answers...
Like any other business, your existence relies on your continued profitability. And the overwhelming evidence from the past 30 years indicates that your profitability is more reliant on good reality-based marketing today than it's ever been before.
Evidence-based marketing eliminates your guesswork. Can't find evidence-based marketing help in you area? Maybe Practice Builders can help. Call 800.679.1262 to find out how you can get the right answers to your marketing questions through our new Marketing Hotline today.
You can call us at 800-679-1262 or email us at with any questions.
Separating marketing hype from marketing reality
You don't have time for marketing hype. You've just survived the worst recession since the Great Depression. Your world may be forever changed by healthcare reform. Despite your best intentions to spend your days practicing good medicine, you've realized that your practice is also a business.Like any other business, your existence relies on your continued profitability. And the overwhelming evidence from the past 30 years indicates that your profitability is more reliant on good reality-based marketing today than it's ever been before.
Success leads to profitability
Whether you want to increase your referrals, your patient mix, your revenue, or all of the above, your first step toward real, measurable success is to get sound marketing advice from someone who has a proven success record with thousands of healthcare practices. Someone who will tell you what strategies will be most effective for your specialty, your marketplace, your competitive profile and your demographics.Evidence-based marketing eliminates your guesswork. Can't find evidence-based marketing help in you area? Maybe Practice Builders can help. Call 800.679.1262 to find out how you can get the right answers to your marketing questions through our new Marketing Hotline today.
You can call us at 800-679-1262 or email us at with any questions.
Marketing Tip of the Month – June 2010
Make sure your website is true SEO compatible.
You may not know that SEO, or search engine optimization, has grown into a true science in recent years. Yet most SEO practitioners are still performing basic keyword, competitive and site structure analyses — and little else.
The goal of true SEO is get your website listed as high as possible in the first few pages (preferably the first page) of search results on major search engines. Not only should you see your site rise in search engine listings, you should see complete reporting and analytics from your SEO provider.
You should know what's working and what needs to be adjusted to improve your results. Evidence-based SEO eliminates the guesswork.
Can't find a reliable SEO service in your neighborhood? Maybe Practice Builders can help. Click here to learn about Practice Builders SEO services.
You can call us at 800-679-1262 or email us at with any questions.
There's SEO and there's true SEO
Real SEO practitioners believe in using the whole armamentarium of SEO strategies, from complete site analyses to on-page and off-page optimization, social media optimization to complete reporting and analytics. In other words, they use all the science behind SEO, not just the easy parts.The Proof is in the outcomes
With comprehensive, state-of-the-art SEO, your site will become easier to find in search engine listings. So it's easier for patients and referring physicians.The goal of true SEO is get your website listed as high as possible in the first few pages (preferably the first page) of search results on major search engines. Not only should you see your site rise in search engine listings, you should see complete reporting and analytics from your SEO provider.
You should know what's working and what needs to be adjusted to improve your results. Evidence-based SEO eliminates the guesswork.
Can't find a reliable SEO service in your neighborhood? Maybe Practice Builders can help. Click here to learn about Practice Builders SEO services.
You can call us at 800-679-1262 or email us at with any questions.
Marketing Tip Of The Month - May 2010
Attract New Patients With Online Lead Generation.
One of the best ways to attract new patients is through "online lead generation." Many marketing savvy dentists are using the awesome power of the Internet to attract new patients. You can too.
Today, with more and more marketing money and muscle being directed toward the Internet (websites, blogs, banners, PPC and social networking media such as Facebook, Twitter, YouTube and LinkedIn), it's no surprise that many dental practitioners are shifting their focus to e-media marketing – and finding many new patients online.
Our online lead generation services give you much greater flexibility, more useful data and better returns on your investment. For example, our new online lead generation service can help you:
• Obtain more of the right patients
• Precisely measure and track your results and return on investment (ROI)
• Precisely track the results of your ads and other external marketing tactics
Dentists using this service receive more calls from new prospective patients than any other service because of its high visibility through online media that patient prospects already know and trust. That includes Google and web newspapers.
For more information about online lead generation as a source of attracting new patients, call Practice Builders today at 800.679.1262.
Marketing Tip Of The Month - April 2010
Attracting and Retaining Patients with Offers.
Many Americans are still postponing necessary dental treatment to trim costs. And many dentists are taking drastic measures to stay in practice, including all kinds of offers and discounts.
Many dentists use offers to attract new patients to their practices. Commonly used offers include:
• Free cleanings and X-rays
• Low-priced introductory consultation, cleaning and X-ray packages
• Free cosmetic consultations
• Discounts on services such as whitening or bleaching
• Discounts on cosmetic makeovers
• Discounts on implants
Each offer is likely to generate different results for different dentists in different markets. About 6 years ago, we designed an offer to encourage patient loyalty. We called it the "Lifetime Teeth Whitening" offer. To qualify, the patient must maintain their twice-yearly cleaning schedule and regular checkups (at your discretion, of course). In exchange, you give the patient your chosen take-home whitening formula once each year, say on their anniversary date. Your cost is about $40 annually. The value to the patient is $300-400 annually!
In addition to attracting patients with a high perceived-value offer, you get patient loyalty for years to come. And that's just one of the innovative ways Practice Builders is helping dentists to market their practices more successfully. Ask how we can help you market your practice today. Call us at 800.679.1262.
Marketing Tip Of The Month - March 2010
Working With Your Patients To Keep Them As Patients.
With so many Americans still postponing their regular checkups and other necessary dental treatment to trim costs, many dentists are taking drastic measures to stay in practice, including offering discount dental plans.
According to the American Dental Association (ADA), over 50% of all general dentists lost patients and revenues during 2009. This year, despite reports that America’s deepest recession since the Great Depression in 1929 is ending, the trend appears to be continuing.
As America looks for ways to end its economic problems, many consumers have even cancelled their regular dental checkups to save money. More dentists are trying to make continuing dental care work for their patients, and have stopped expecting patients to pay for services up front.
Some dentists have even reduced their usual and customary fees. But, sometimes, that’s not sufficient for people with serious dental health problems and very little money. Individuals and families searching for ways to save money on dental care are considering discounted dental plans. Offering discounts of up to 60% on most dental procedures, these are a viable alternative to dental health insurance plans.
In an effort to help their patients and be more competitive in the marketplace, some dentists have created their own discount dental plans. They believe that having half of the pie is better than having no pie at all. Their patients are grateful to be able to continue receiving necessary dental care from someone they know and trust.
To learn more about helping your patients through these difficult and challenging times, talk to one of the marketing experts at Practice Builders. Call us at 800.679.1262.
Marketing Tip of the Month – February 2010
Make Potential New Patients Offers They Cannot Refuse
Now more than ever, consumers of dental care are looking for money-saving offers that will take some of the sting out of their family healthcare budget. To attract them to your practice, you need more aggressive offers.
If you want results from your practice-marketing program, include money-saving offers that really count in the mind of your typical patient. You and your staff may think a 10% discount on specific dental services is generous. But most of your patients won’t.
To most patients, anything less than a 25% discount is simply not attractive enough to influence a buying decision. So any offer you make should be 25%, 50% or more to make any impact. Of course, “Free” offers are still the most powerful of all. Free exam and X-ray offers still work for many dental practices, but they tend to attract lookie-loos and other less-than-desirable patients.
A generous offer that has worked well for a large number of Practice Builders dental clients is “Free Lifetime Teeth Whitening.” As long as patients maintains their regular exam and cleaning appointments each year, the take-home teeth whitening solution is free to the patient. The offer fosters loyalty by saving patients $300-400 each year.
Keep trying offers until you find one that works consistently in your market. Then stick with it while occasionally testing a new offer until you find a better one than the first.
If you want results from your practice-marketing program, include money-saving offers that really count in the mind of your typical patient. You and your staff may think a 10% discount on specific dental services is generous. But most of your patients won’t.
To most patients, anything less than a 25% discount is simply not attractive enough to influence a buying decision. So any offer you make should be 25%, 50% or more to make any impact. Of course, “Free” offers are still the most powerful of all. Free exam and X-ray offers still work for many dental practices, but they tend to attract lookie-loos and other less-than-desirable patients.
A generous offer that has worked well for a large number of Practice Builders dental clients is “Free Lifetime Teeth Whitening.” As long as patients maintains their regular exam and cleaning appointments each year, the take-home teeth whitening solution is free to the patient. The offer fosters loyalty by saving patients $300-400 each year.
Keep trying offers until you find one that works consistently in your market. Then stick with it while occasionally testing a new offer until you find a better one than the first.
Marketing Tip of the Month – January 2010
Reduce Your Receivables. Gain Respect and Good Will
As the American economy struggles to regain health and stability, patients are having a difficult time keeping up with their dental co-pays and other balances due. Instead of suffering losses or risking the ill-will of sending patients to collections…
Start a recession-based amnesty program. Offer indebted patients a chance to pay their balances off in 30-60 days in exchange for cutting those unpaid balances by 25-50%! Our studies (over 30 years working with 15,000+ practices) have shown that anything less than a 25% reduction will be far less effective.
If you want results, make your offer count in the mind of your typical patient. You may think 10% is generous. Most of your patients won’t. And 50% of something is always better than 10% of nothing.
A truly generous amnesty offer will also help you gain something with even greater value to your practice. It will earn you inestimable respect and good will in your community.
Let your neighbors know that you care enough to circle the wagons and help them through the storm. As things turn around, more of your neighbors will support you, too.
Start a recession-based amnesty program. Offer indebted patients a chance to pay their balances off in 30-60 days in exchange for cutting those unpaid balances by 25-50%! Our studies (over 30 years working with 15,000+ practices) have shown that anything less than a 25% reduction will be far less effective.
If you want results, make your offer count in the mind of your typical patient. You may think 10% is generous. Most of your patients won’t. And 50% of something is always better than 10% of nothing.
A truly generous amnesty offer will also help you gain something with even greater value to your practice. It will earn you inestimable respect and good will in your community.
Let your neighbors know that you care enough to circle the wagons and help them through the storm. As things turn around, more of your neighbors will support you, too.
Marketing Tip of the Month – December 2009
How to Avoid the Biggest Black Hole in Dental Marketing
It shouldn’t surprise you to learn that there’s a “black hole” in dental marketing that can be as devastating as any in the universe. It’s the black hole of lost phone calls and it’s costing dental practitioners a fortune…
If you suspect that your practice is losing potential revenue to lost phone calls, you are probably right. Most practices lose $50,000 or more each year due to missed, lost or mishandled phone calls. Some lose as much as $250,000 yearly!
In order to correct this problem, you must first understand all the different ways in which calls can be lost – the red flags. They include:
• Busy office does not have enough phone lines
• Automated attendant (answering machine) picks up all calls
• Staff phone person is multi-tasking, sounds busy or puts callers on hold
• Staff phone person cannot answer basic questions about your practice (hours, fees, etc.)
• Staff phone person/receptionist has a thick accent, hard to understand
• Staff phone person/receptionist does not speak the language of most of your patients
• Phones go unanswered during lunch, on Fridays, etc.
• Staff person has the wrong personality for customer service
• Staff person has a poor attitude/not a “people” person
All of the above are correctable. The most effective way to close this “black hole” is to have your staff professionally trained. And the most efficient, effective way to do that is to contact Practice Builders and ask about our staff training programs.
If you suspect that your practice is losing potential revenue to lost phone calls, you are probably right. Most practices lose $50,000 or more each year due to missed, lost or mishandled phone calls. Some lose as much as $250,000 yearly!
In order to correct this problem, you must first understand all the different ways in which calls can be lost – the red flags. They include:
• Busy office does not have enough phone lines
• Automated attendant (answering machine) picks up all calls
• Staff phone person is multi-tasking, sounds busy or puts callers on hold
• Staff phone person cannot answer basic questions about your practice (hours, fees, etc.)
• Staff phone person/receptionist has a thick accent, hard to understand
• Staff phone person/receptionist does not speak the language of most of your patients
• Phones go unanswered during lunch, on Fridays, etc.
• Staff person has the wrong personality for customer service
• Staff person has a poor attitude/not a “people” person
All of the above are correctable. The most effective way to close this “black hole” is to have your staff professionally trained. And the most efficient, effective way to do that is to contact Practice Builders and ask about our staff training programs.
Marketing Tip of the Month – November 2009
Keeping Your Patients Loyal During Tough Times
The recession may be officially over, but consumers are still facing tough economic times due to job losses, fallen home prices and tight credit. How do you keep these price-shoppers loyal?
Thanks to the recession, most consumers have become extremely price-conscious. And not just about consumer products. More consumers are price shopping healthcare services online (and offline) than ever before. As a result, keeping your patients loyal to your practice has become more challenging.
Patients may routinely check out your competitors online and compare your offerings (and pricing, if possible) against theirs. In this economy, even your most loyal patients are prone to shop around. Thanks to the Internet, they have unprecedented choices and searching ease. They are more prone to leave your practice at the first sign of trouble.
Don’t assume that everything is fine just because patients aren’t complaining. To keep your patients loyal, you need to employ some simple strategies:
• Always question your patients about their satisfaction levels
• Always look for ways to better serve them
• Find out what motivates patients to stay with you
• Match the benefits you provide with the benefits patients are seeking
• Help them understand why and how you offer better value
• Make sure your quality and performance beat the alternatives
For more information about keeping your patients during tough economic times, call Practice Builders today at 800.679.1262.
Thanks to the recession, most consumers have become extremely price-conscious. And not just about consumer products. More consumers are price shopping healthcare services online (and offline) than ever before. As a result, keeping your patients loyal to your practice has become more challenging.
Patients may routinely check out your competitors online and compare your offerings (and pricing, if possible) against theirs. In this economy, even your most loyal patients are prone to shop around. Thanks to the Internet, they have unprecedented choices and searching ease. They are more prone to leave your practice at the first sign of trouble.
Don’t assume that everything is fine just because patients aren’t complaining. To keep your patients loyal, you need to employ some simple strategies:
• Always question your patients about their satisfaction levels
• Always look for ways to better serve them
• Find out what motivates patients to stay with you
• Match the benefits you provide with the benefits patients are seeking
• Help them understand why and how you offer better value
• Make sure your quality and performance beat the alternatives
For more information about keeping your patients during tough economic times, call Practice Builders today at 800.679.1262.
Marketing Tip of the Month – October 2009
How to Draw Attention to Your Practice
If you are in a location where people – potential new patients – pass by your practice every day, there are several things you can do to capture their attention.
If your practice is located on or near a busy street or highway, get the best outdoor signage you can afford. It may be a billboard or some kind of outdoor signpost staked to the grounds near your practice. Either way, your message should be big, bold, simple and readable from the road.
Often, a simple benefit statement, your logo and your phone number are enough to make an impact. Avoid small, unreadable type and clutter. And make sure your signage is not violating any city codes or town ordinances.
If yours is like many dental practices, you also have foot traffic – people walking by every day. You can grab their attention in a variety of ways:
• Awning graphics
• Banners
• Easels
• Flags
• Flyers
• Posters
• Sandwich boards
• Signs
• “Take One” stands with flyers
• Window signs
Use whatever is available to promote your practice (including elevators and stairwells). And remember that it’s always easier to ask for forgiveness than permission. If someone complains about your signage or forces you to remove it, at least you will have enjoyed some exposure to foot traffic in your area.
For more information about the many ways you can attract new patients, call Practice Builders today at 800.679.1262.
If your practice is located on or near a busy street or highway, get the best outdoor signage you can afford. It may be a billboard or some kind of outdoor signpost staked to the grounds near your practice. Either way, your message should be big, bold, simple and readable from the road.
Often, a simple benefit statement, your logo and your phone number are enough to make an impact. Avoid small, unreadable type and clutter. And make sure your signage is not violating any city codes or town ordinances.
If yours is like many dental practices, you also have foot traffic – people walking by every day. You can grab their attention in a variety of ways:
• Awning graphics
• Banners
• Easels
• Flags
• Flyers
• Posters
• Sandwich boards
• Signs
• “Take One” stands with flyers
• Window signs
Use whatever is available to promote your practice (including elevators and stairwells). And remember that it’s always easier to ask for forgiveness than permission. If someone complains about your signage or forces you to remove it, at least you will have enjoyed some exposure to foot traffic in your area.
For more information about the many ways you can attract new patients, call Practice Builders today at 800.679.1262.
Marketing Tip of the Month – September 2009
Attract New Patients With Online Lead Generation
But unlike services such as 1-800-DENTIST, online lead generation services give you much greater flexibility and better returns on your investment (4:1 is common for us).
For example, we’re using a new online service (Patients Now) that helps dentists:
• Get more patients
• Get the right patients
• Ensure and track their return on investment (ROI)
• Increase conversion of new patient calls to actual appointments
Dentists using this service receive more calls from new prospective patients than any other service because of its high visibility through online media that patient prospects already know and trust. That includes Google and web newspapers. Dentists also get:
• A “smart” website that intuitively presents the key word/procedure prospects were searching for (e.g., “teeth whitening,” “braces,” “implants,” etc.)
• Automated tracking of every call and projected revenue for the requested procedures
• Digital recording of each call, to hear how your staff handles new patient inquiries.
For more information about online lead generation as a source of attracting new patients, call Practice Builders today at 800.679.1262.
Marketing Tip of the Month – August 2009
Stay in Touch With Your Patient Base Using Newsletters
One of the best ways to stay in touch with your patient base is the newsletter. But not one of those canned “off the shelf” dental newsletters you simply slap your logo on.
We’re talking about a real custom newsletter freshly written from the patient’s point of view 4-6 times each year. We’re talking about real news, too. And articles that are more about your patients than about dentistry.
The kind of newsletter we’re talking about is experiencing a resurgence of popularity in some markets. Smart dental practitioners – generalists, orthodontists, periodontists, endodontists, prosthodontists and oral surgeons – have learned to speak the language of their most influential patients – women, wives and mothers.
Women are generally the healthcare decision-makers and drivers in the their households. Women are the ones who make sure their loved ones get the care they need. And women are the ones who are more likely to read articles about the social aspects of your practice than the clinical aspects (too bad most canned newsletters focus mainly on the clinical).
Has someone on your staff won an award, gotten married or given birth? Has one of your patients done something outstanding for the community or graduated from college or earned a big promotion at work? Is one of your patients famous? Do you know what your patients like to do in their spare time? Or what their hobbies and interests are?
Those are the things your newsletter should be about. Of course, every issue should have one article with something interesting about dentistry. As to the rest...lighten up and have some fun with it! Ask us how we can help you create a fun, effective newsletter for your practice today.
We’re talking about a real custom newsletter freshly written from the patient’s point of view 4-6 times each year. We’re talking about real news, too. And articles that are more about your patients than about dentistry.
The kind of newsletter we’re talking about is experiencing a resurgence of popularity in some markets. Smart dental practitioners – generalists, orthodontists, periodontists, endodontists, prosthodontists and oral surgeons – have learned to speak the language of their most influential patients – women, wives and mothers.
Women are generally the healthcare decision-makers and drivers in the their households. Women are the ones who make sure their loved ones get the care they need. And women are the ones who are more likely to read articles about the social aspects of your practice than the clinical aspects (too bad most canned newsletters focus mainly on the clinical).
Has someone on your staff won an award, gotten married or given birth? Has one of your patients done something outstanding for the community or graduated from college or earned a big promotion at work? Is one of your patients famous? Do you know what your patients like to do in their spare time? Or what their hobbies and interests are?
Those are the things your newsletter should be about. Of course, every issue should have one article with something interesting about dentistry. As to the rest...lighten up and have some fun with it! Ask us how we can help you create a fun, effective newsletter for your practice today.
Marketing Tip of the Month – July 2009
The Most Effective Marketing Starts With a Plan
You’ve no doubt heard the adage, “Failing to plan is like planning to fail.” This is especially true of marketing.
With so many marketing opportunities available to you, how will you know which ones to utilize – and when and why – without a written plan? How will you know whether you should buy ad space in a high-school sports program or yearbook, a local newspaper, yellow pages directories or one of the many professional services guides?
How will you know if the local radio station is the right place to advertise to your target audience? And how will you know which patient and professional referral tactics to use in your marketplace? These are all questions your marketing plan should answer. Without a carefully crafted plan in place, you will be at the mercy of the aggressive sales people who visit your practice regularly offering one questionable tactic after another.
There are some instances where you gain public relations value by supporting some of these local media offerings. If you treat many kids from the local schools, for example, you may derive good value from an ad in one of the school publications. Pediatric dentists and orthodontists can achieve excellent ROI from these efforts because they are reaching their target audience efficiently.
But your local radio station’s sales rep might also offer you a block of 500 radio commercials for $1,000. On the surface, $2 per spot sounds like a screaming good deal. But who listens to that radio station? Is it your patient demographic? And when will those $2 spots air? If they are mostly “fillers” that run between 2-5 am, they won’t do much for your ROI. Unless your dental patients happen to be insomniacs or night-shift workers who listen to the radio.
With a carefully crafted marketing plan in place, you will already have the answers you need to get the best possible ROI from your marketing efforts. And that’s just one of the many ways Practice Builders helps dentists to market their practices more successfully. Ask how we can help you create a strategic marketing plan for your practice today.
With so many marketing opportunities available to you, how will you know which ones to utilize – and when and why – without a written plan? How will you know whether you should buy ad space in a high-school sports program or yearbook, a local newspaper, yellow pages directories or one of the many professional services guides?
How will you know if the local radio station is the right place to advertise to your target audience? And how will you know which patient and professional referral tactics to use in your marketplace? These are all questions your marketing plan should answer. Without a carefully crafted plan in place, you will be at the mercy of the aggressive sales people who visit your practice regularly offering one questionable tactic after another.
There are some instances where you gain public relations value by supporting some of these local media offerings. If you treat many kids from the local schools, for example, you may derive good value from an ad in one of the school publications. Pediatric dentists and orthodontists can achieve excellent ROI from these efforts because they are reaching their target audience efficiently.
But your local radio station’s sales rep might also offer you a block of 500 radio commercials for $1,000. On the surface, $2 per spot sounds like a screaming good deal. But who listens to that radio station? Is it your patient demographic? And when will those $2 spots air? If they are mostly “fillers” that run between 2-5 am, they won’t do much for your ROI. Unless your dental patients happen to be insomniacs or night-shift workers who listen to the radio.
With a carefully crafted marketing plan in place, you will already have the answers you need to get the best possible ROI from your marketing efforts. And that’s just one of the many ways Practice Builders helps dentists to market their practices more successfully. Ask how we can help you create a strategic marketing plan for your practice today.
Marketing Tip of the Month – June 2009
Your Best Dental Offer Ever
Many dentists use offers to attract new patients to their practices. Commonly used offers include:
• Free dental consults
• Free cleanings and X-rays
• Low-priced introductory consultation, cleaning and X-ray packages
• Free cosmetic consultations
• Discounts on services such as whitening or bleaching
• Discounts on cosmetic makeovers
• Discounts on implants
Each of these offers generates different results for different dentists in different markets.
Over the past 30 years, Practice Builders has worked with thousands of dentists and dental subspecialists (orthodontists, prosthodontists, endodontists, periodontists and maxillofacial or oral surgeons).
About five years ago, Practice Builders created what has become the most successful dental offer ever. We designed an offer to encourage patient loyalty. We call it the “Lifetime Whitening” offer. You can use this offer strategy for all your patients, or focus on new patients only, as most of our dental clients do. The offer works very simply.
The new patient is required to maintain their twice-yearly cleaning schedule and regular checkups (at your discretion, of course). In exchange, you give the patient your chosen take-home whitening formula once each year, say on their anniversary date. Your cost is only about $40 annually, but the value to the patient is $300-400 annually!
So, in addition to attracting new patients with a high perceived-value offer, you get patient loyalty for years to come. Many of our dental clients have reported tremendous success with this offer. Some even credit “Free Lifetime Teeth Whitening” for major turnarounds in their declining or economically challenged practices.
And that’s just one of the innovative ways Practice Builders is helping dentists to market their practices more successfully. Ask how we can help you market your practice today.
Marketing Tip of the Month – May 2009
Six Ways to Build a Better Print Ad
Many dental care professionals advertise their services in newspapers, magazines and yellow pages in an attempt to attract new patients to their practices.
Many rely on the “expertise” of the creative staffs (writers and layout artists) at those newspapers, magazines and yellow pages. And some simply create their own do-it-yourself print ads. But how “expert” are the writers and layout artists when it comes to understanding the unique needs of healthcare marketing? And how effective are these ads at gaining the desired results?
The typical results, unfortunately, are neither expert nor effective. To help you avoid wasting money on ads that are neither expertly done nor effective, here are six basic tips for creating a more effective print ad in any medium:
Many rely on the “expertise” of the creative staffs (writers and layout artists) at those newspapers, magazines and yellow pages. And some simply create their own do-it-yourself print ads. But how “expert” are the writers and layout artists when it comes to understanding the unique needs of healthcare marketing? And how effective are these ads at gaining the desired results?
The typical results, unfortunately, are neither expert nor effective. To help you avoid wasting money on ads that are neither expertly done nor effective, here are six basic tips for creating a more effective print ad in any medium:
- The headline needs to be bigger and bolder than the rest of the text.
- The headline MUST communicate a benefit to the patient. Your practice name has no inherent benefit to the patient, so NEVER put your practice name or logo at the top of your ad. Think about what your potential new patient wants or needs from you (e.g. relief from pain, whiter teeth, a smile they're proud of, etc.) and build a headline around that.
- Symmetry may be a desirable feature of the human body, but it’s an effectiveness-killer in a print ad. A perfectly symmetrical ad is boring and static to look at.
- Make your ads more dynamic and interesting to look at by moving elements around (flush right, flush left, centered, etc.) to lead the reader’s eye to your name and phone number at the bottom.
- Include a photo or image of one or more people. A photo of you and your staff is fine if you are attractive and approachable looking. A stock photograph of a person or small group of people enjoying some activity that represents the happy end-result of your care will fit the bill even better.
- Include an offer. This could be a free or complimentary evaluation or low cost teeth whitening or something similar that attracts the specific type of patient you most want in your practice.
If you follow these six tips, you will increase your odds of having an effective print ad and better results. Better still, call Practice Builders for real expert help in designing and writing your print ads and yellow pages ads.
Marketing Tip of the Month: April 2009
How to Avoid No-Shows
With the economic pressures we’re facing, many people are delaying dental treatments, even badly needed care. And unfortunately, most dental care practitioners don’t have an effective reactivation system.
One of my colleagues recently showed me a recall letter she had received from a dentist, and we were both horrified. It was a form letter with her name handwritten on a line; it was one paragraph; and it expressed no concern about the fact that she was missing treatment. Letters like these don’t express how much you care as a dental practitioner, and as you know, patients “don’t care how much you know until they know how much you care.”
So as our tip for you this month, we are providing you with an outline of an effective recall system and a reactivation letter you can download and customize for use in your practice.
Recall System — Missed Appointment for Annual Exam
Step #1: Set the Next Appointment
Recall System Element #1: Doctor’s Preconditioning Script
Recall System Element #1: Doctor’s Preconditioning Script
Step #2: Accompany the Patient to the Receptionist
Recall System Element #2: Receptionist Appointment Scheduling Script
Recall System Element #2: Receptionist Appointment Scheduling Script
Step #3: Mail Appointment Confirmation Card
Step #4: Call to Confirm Appointment 24 Hours Ahead & Follow Up within 30 Minutes of Missed Appointments
Recall System Element #4: Telephone Script
Recall System Element #4: Telephone Script
Step #5: Send the First Missed Appointment Letter
Step #6: Send Second & Third Missed Appointment Letters
We hope you find the system outline and the letter useful. Remember that you are providing a valuable service to your patients by communicating the effects of delayed or missed treatments, and you're demonstrating that you care about their dental well-being.
Marketing Tip of the Month: March 2009
Increase Patients’ Utilization of Your Services
When dentists think about marketing, we’ve found that most focus on how to attract more patients or a different kind of patient (such as wealthier, more cosmetically concerned, etc.) And while this is an important goal of marketing, there is another key marketing opportunity for your practice: Increase your existing patients’ utilization of your care.
It’s a simple concept, but one that dentists often overlook. The reason why is that it’s easy for dentists and their staff members to believe that their patients already know everything there is to know about the practice, including its service offerings. But the truth is that the complete scope of your services is probably one of the aspects of your practice that your patients know the least about.
In this down economy, new patient visits are on the decline. Some dentists are complaining of declining rates of treatment acceptance, as well. With these facts in mind, you should be thinking about your patient list, which is full of people who know you, trust you and may need or want a service that they don’t know you provide.
How do you tell your patients about additional services? Use a “One-Minute Message.” This strategy is similar to asking for a referral, but it educates your patients about a unique service you offer. Here’s a sample:
“I want to share something with you. I recently spoke with a bride-to-be. During the consultation, she told me that she always wanted to get rid of the stains on her teeth from taking antibiotics as a kid.
“I explained that with today’s new whitening programs, she could get rid of the stains in an hour—without damaging her teeth or feeling any pain.
“To make a long story short, she was ecstatic and has been happily smiling ever since.
“So I want to tell all of my patients that if they know of someone who wants to get their teenage smile back, I can help. Would you tell your friends?”
Each week, you can develop a short message on a profitable portion of your practice and deliver it to your patients.
Of course, nobody is advocating the unethical provision of services for patients who don’t need them. Your standards of practice — and your sense of ethics — require no adjustment here. The marketing tip is to make sure that your patients know all that you do. It is not uncommon for longstanding patients to see a marketing brochure or even a detailed business card, notice a list of services and then say, “Oh, I had no idea you offered this.” Remember, you work in dentistry all day; your patients do not. What they don’t know about your practice may surprise you.
Marketing Tip of the Month: February 2009
While other cash-based cosmetic service providers — including cosmetic surgeons — are also experiencing a downturn, they still have some patients. And ones that you don’t have. This is actually an advantage for dentists looking to increase their mix of cosmetic cases. Cosmetic surgeons not only already have these types of people but are also presently competing vigorously for them. They are desperate for ways to differentiate themselves from their competitors and attract patients by providing added value.
Your opportunity is cross-promotion. Invite your local cosmetic surgeons — the good ones! — to offer prospective patients your cosmetic dentistry services at slightly discounted prices. And be sure to provide them with materials that those patients can take home, because you want to make sure they know who you are and because you need to control your brand message.
Actually, there are many different ways you can cross-promote, and Practice Builders can help you with those. But what you want is a way to reach people who are already willing to spend money on enhancing their appearance. And it’s attractive to the cosmetic surgeons, because you’ll be giving them a way to offer more than what their competitors provide. Call it “win-win.”
Marketing Tip of the Month: January 2009
Want More Cosmetic Work?
What can you do to increase your cosmetic revenues? Here’s a tactic which targets engaged couples.
First, when are people typically photographed more than any other time in their lives? When they get married, right? So, when do they want to look their very best? Same answer, because those photographs will be seen by their children, grandchildren, even great grandchildren.
So, design a Gift Certificate “For Engaged Couples ONLY” – the more specific the targeted audience, the more value it carries for them. And the offer would be: “Come in NOW for a FREE COSMETIC CONSULTATION, which entitles you to a FREE CLEANING the week of your wedding.”
How do you communicate your offer to engaged couples? Talk it up during treatment time to your patient base – you probably have many 40-60 year old patients with children who may be getting engaged/married soon. Or perhaps they have friends who do. Always give them one or two Gift Certificates so they can pass them on to the engaged couple.
Also, get to know businesses that know engaged couples – photographers, bridal stores, caterers, hotels. Give these owners a dozen Gift Certificates for them to pass on to their engaged customers.
The nice thing about this strategy is it has a “natural deadline”. If they are ever going to invest in improving their smile, the natural deadline is to have it done before their wedding.
Oh, and if the engaged couple doesn’t have the money for the work, you can suggest their wealthy Aunt Ethel buy it for them. What better wedding gift than the gift of a beautiful smile for the rest of their lives? It will be the hit of the wedding.
Good luck, and good marketing!
These Marketing Tips of the Month are just a small sample of the ways that Dental Care Practice Builders can help you grow your practice without wasting money on marketing. Our marketing experts are ready to advise you and can be reached at 800.679.1262.
Want More Cosmetic Work?
What can you do to increase your cosmetic revenues? Here’s a tactic which targets engaged couples.
First, when are people typically photographed more than any other time in their lives? When they get married, right? So, when do they want to look their very best? Same answer, because those photographs will be seen by their children, grandchildren, even great grandchildren.
So, design a Gift Certificate “For Engaged Couples ONLY” – the more specific the targeted audience, the more value it carries for them. And the offer would be: “Come in NOW for a FREE COSMETIC CONSULTATION, which entitles you to a FREE CLEANING the week of your wedding.”
How do you communicate your offer to engaged couples? Talk it up during treatment time to your patient base – you probably have many 40-60 year old patients with children who may be getting engaged/married soon. Or perhaps they have friends who do. Always give them one or two Gift Certificates so they can pass them on to the engaged couple.
Also, get to know businesses that know engaged couples – photographers, bridal stores, caterers, hotels. Give these owners a dozen Gift Certificates for them to pass on to their engaged customers.
The nice thing about this strategy is it has a “natural deadline”. If they are ever going to invest in improving their smile, the natural deadline is to have it done before their wedding.
Oh, and if the engaged couple doesn’t have the money for the work, you can suggest their wealthy Aunt Ethel buy it for them. What better wedding gift than the gift of a beautiful smile for the rest of their lives? It will be the hit of the wedding.
Good luck, and good marketing!
These Marketing Tips of the Month are just a small sample of the ways that Dental Care Practice Builders can help you grow your practice without wasting money on marketing. Our marketing experts are ready to advise you and can be reached at 800.679.1262.