Dental Marketing | Dentistry's Business Secrets

Category: Dental Marketing

Offering a Treatment Discount to Avoid a Slump

Each September, our dental office, like many others across the nation, faces the possibility of a September slump. After noticing this pattern develop over the years, my office designed a marketing calendar to keep us on track in marketing activities to avoid this downward trend on the schedule. In the past, I have taken off a week in September to keep the schedule consolidated for the other weeks that month. After using up vacation days over the summer, my staff is less desirous of having a week off in early September.

This year, as in years past, we offered a discount on treatment to patients who had a treatment plan but had not scheduled their appointments. In early September, a discount offer was emailed to patients who were identified as falling within this category. Also, my office manager informed patients who came into the office and who had a treatment plan created during this time.

The discount offer was a great success, quickly filling a fairly empty restorative schedule. With over three weeks remaining within the offer period we only have a few restorative appointments available. If your office is currently facing a schedule slowdown, a restorative discount might be a good idea to consider. If you are interested in our Dental Marketing Calendar it is available on the Dentistry’s Business Secrets’ Practice Management Resources for Dentists CD.

Sep 30, 2011 | 1 comment | View Post

What Do Dentists Need to Know About Search Engine Optimization?

The importance of appearing on the first page of search engine results was highlighted in iProspect’s 2006 Search Engine User Behavior Study of 2,639 Internet users. The study’s results revealed that 62% of users stated that they do not look past page one for results. Over 90% of users reported that they never look past the first three pages for results. As this study bears out, if your website is not appearing on the first page of results, it is highly unlikely that it will be found by potential patients. Therefore, it is critical to maintain a high ranking with the search engines and this needs to be accomplished my putting in place systems to ensure maximal search engine optimization of your website.

First, let’s explain in simple terms what happens when a potential patient searches for a new dentist online. The patient will choose a combination of words, such as “Dentist in Austin,” and click “Search.” The listings which appear on the results page will generally be in one of three formats:

1. Organic, also called natural listings,

2. Local listings which are found on a map, as well as within the search results and

3. Pay per click, also called sponsored listings.

Organic listings are those that appear in a search because a search engine such as Google determines their website content to be relevant to the words entered into the search query. Pay per click listings, on the other hand, appear because these companies have paid to have their websites appear high in the ranking for specific keyword search phrases. Local listings appear on a Google map, as well as within the list of results returned in a search query. With a recent redesign in how Google delivers local search results, these local listings now appear higher on the first page in many cities. Local listing ranking results from a variety of factors which I have discussed in more depth in an article on Google Local Search for Dentists.

A recent study by the website tracking company Eightfold Logic determined that for the 5,000 companies it monitors, people were 8.5 times more likely to click on an organic listing than they were to click on a sponsored listing. Despite this data, these same companies spent nearly 80% of their Internet marketing dollars on pay per click advertisements and less than 10% on increasing their websites’ optimization and visibility. This to me is a clear display of the backward logic being employed by the marketing factions of these companies. Therefore, if we know that the overwhelming majority of patients searching for you online will be drawn to the organic and local listings they find, it behooves us to market to this area much more than to the area of sponsored ads. We can conclude that making our websites relevant to search engines in a natural rather than a paid manner will provide us the greatest return on investment.

In order to help dentists understand what they need to know in order to maximize their appearance online, I have created a Search Engine Optimization Checklist. This checklist is one of the many items you will find in the Practice Management Resources for Dentists CD I have put together over time to help make life easier in my practice. I think you will find these gems quite helpful in your practice as well. Below you will find some of the SEO checklist which can help you start and maintain optimization of your website within search engines. Keep in mind that all applications on the checklist can be performed for you by a consulting company if you elect not to spend your time on these items. It is valuable to consider that many SEO experts agree that the most important aspect of optimization is the building up of quality links to your website.

1. Submit your website to the major search engines: Google, Yahoo! and Bing. Dentistry’s Business Secrets provides links to do so.

2. Submit your Sitemap to these search engines as well. Dentistry’s Business Secrets provides information on how to do so.

3. Sign up for local business listings on major search engines. Dentistry’s Business Secrets provides links to do so.

4. Research possible sites which can link to your website. Links from dental related websites are the most beneficial.

5. Research online directories such as www.TheDentistSearch.com, which appear high in keyword searches for a local dentist.

6. Continue to add quality content to your website through the addition of articles or patient case descriptions and pictures.

7. Post comments on dental related blogs and general answer forums, always providing a link back to your website. Some examples include www.DentalHeroes.com and www.Dentistry.AllTop.com.

Aug 22, 2011 | 8 comments | View Post

How to Attract New Patients to Your Dental Blog

: Blog from Crestock Photos

As a practicing dentist who tries to keep up with writing original content for two blogs, this one and my dental practice blog, I am always on the lookout for new topics. Readers of this blog come here specifically for information about dental practice management and marketing. After practicing dentistry for nearly 18 years and starting three dental practices from scratch, it is not that difficult to brainstorm topics that may be of interest here.

I have a harder time coming up with topics of interest for the general population on my practice blog. Obviously, the general population isn’t longing to read about teeth every day! I have found it beneficial to write blog articles about local events and activities. My current patients appreciate this information and potential new patients find my blog while searching for local events.

Promoting Local Events

My dental office is currently brainstorming ideas for how to share information about local charities and events that our patients may be involved in. We are creating a short form for patients to fill out giving the basic details about their charity or event for us to post on Facebook and our blog. One goal of this effort is to encourage these patients to share our articles on their own Facebook and Twitter accounts. Another goal is to be indexed highly in search engines when local residents are searching for information about local charities and events.

Sharing Office Happenings

Blog entries do not have to be lengthy. My office is beginning to pay closer attention to daily happenings at the office to be able to share glimpses into the care our dental office gives. For example, we are looking to share short stories of how a trip to our office benefited our patients, as well as compliments that patients paid us that day. Sharing these kinds of experiences can help cut down on the fear many potential new patients have while avoiding the dentist.

If your office maintains a dental blog or any social media accounts, what efforts do you take to attract potential new patients to these sources, and more importantly to your dental chair?

Feb 04, 2011 | 8 comments | View Post

Groupon Marketing for Dentists

: dollar monument from Crestock Stock Photography

My sister-in-law recently selected a new dentist based upon a Groupon she discovered. I was initially skeptical about this, but she expressed having a positive experience at this office. A few weeks later, my sister invited me and my wife to a restaurant she had chosen as the result of a Groupon offer. Just this week, my wife received a Groupon massage gift certificate that was a birthday gift. While using Groupon to receive a discount at a restaurant or on a massage seems like a no brainer, I wondered how many people would choose a dentist based upon this kind of advertising. Obviously, as a dentist who works hard to provide the highest quality of care, my desire would be for patients to find new dentists based upon glowing referrals and reviews from current patients, not from a discount program. However, I am always open to examining new marketing ideas to determine whether they are a good fit for my office.

What is Groupon? Groupon is a web-based advertising company that works with local businesses to provide daily deals in cities throughout the United States. Businesses design a “deal” to share for one day on Groupon, typically offering discounts of 30 – 60%. From what I have heard, businesses receive half of the sales from this deal, while Groupon keeps the remainder. Consumers sign up to receive emailed daily deal announcements and can buy a Groupon which is like a discounted gift certificate to local businesses, including restaurants, spas, clothing stores and dentists.

So, how well would Groupon work for a dentist? A recent discussion on www.DentalTown.com showed several dentists experiencing great success with their Groupon deals. However, other dentists pointed out problems with the types of patients these deals typically attract. When I began my first practice in California, I offered discounted deals to new patients through direct mailings (Internet advertising was not yet an option). Due to my location, the overall population I treated had a higher transiency rate than most areas. The patients who responded to new patient deals were the most likely to come in one time for their discounted checkup and then refuse much needed treatment. Would Groupon advertising produce the same result…an influx of patients who only appoint for their dirt cheap checkups?

If you are a dentist who has used Groupon or a patient who has found a new dentist through the use of Groupon, I would love to learn about your experiences. Please feel free to comment on how you think Groupon would work for a dental office.

Jan 10, 2011 | 6 comments | View Post

I’m Too Nervous to Start My Own Dental Practice, Part I

Recently a young dentist mentioned his desire to start a practice from scratch, after suffering through two failed associateships. He was only three years removed from school and reported a debt burden of over $225,000. This dentist understood that opening a cold start practice would sink him further in debt simply to build out an office capable of treating that first coveted patient. His concern was also about the demographics of his new practice location, and if they would be amenable to the growth of yet another dental office.

I provided the following advice to this new dentist:
Here are some companies and government agencies that provide demographic research for you: FreeDemographics , U.S. Census Bureau, ZIPskinny and the United States Department of Labor Bureau of Labor Statistics. While demographics are important, we must keep in mind that nearly all dental practices succeed to some degree or another. You can do it. I think that given your debt load, it would be wise to implement cost controlling strategies. Hire only a skeleton crew and spend as you grow. Starting from scratch creates the greatest trepidation, but offers the greatest reward far and away.

There is obvious financial risk with starting your own dental practice. There are also staff concerns and general small business issues that you will always be responsible for controlling. This is a big responsibility and one that should be taken on only after appropriate research and analysis of your situation. However, the worst day of being your own boss will likely be better than the best day you ever had working for someone else. Part II of this series will focus on acquiring a loan or lease for your new practice.

Nov 16, 2010 | 1 comment | View Post

Dental Patient Promotions

Limited time promotions can be a great way to attract new patients and re-appoint current patients during typically slow months. The month of February often shows a slow down in my dental office schedule. Patients wanting to take advantage of their remaining dental insurance benefits and time off around the holidays fill the office in December. January can be busy with restorative treatment for patients who were waiting to access their new calendar year dental benefits, but in February the schedule can become more sparse. National Children’s Dental Health Month, sponsored by the American Dental Association in February, provides a great opportunity for running an in-office promotion for children with appointments that month. February is also a good month to send dental hygienists and dental assistants into area schools to educate children on dental health and provide personalized goodie bags with information about your office.

In the month of July, my office will be running a Ladies’ Month promotion. We have secured giveaways from a local spa and Mary Kay representative. We plan to offer door prizes and a drawing for free whitening each week. Women tend to be busy during the summer months trying to juggle summer vacation plans so my staff thought it would be a good time to offer our patients a little pampering. If this promotion is a success, we will expand our offerings next year.

Our business cycle has demonstrated the tendency for slower periods during September and October each year. To stave off this trend, we prepare in advance with discounts for patients with an outstanding treatment plan and postcard reminders for patients with overdue recall appointments. These techniques have helped to even out the schedule during a time of the year that formerly proved problematic.

Online opportunities for advertising patient promotions make it quicker and less expensive to get the word out regarding new promotions in your dental office. A Google Places listing allows businesses to update their “status” regularly and this tool can be used to highlight a new promotion. MerchantCircle and Yelp offer similar opportunities to highlight a special offer or promotion. If you are active in social media through Facebook and Twitter, these platforms can be used to get the word out to current and potential patients as well. All of the above mentioned online advertising opportunities do not cost anything beyond the labor to set up and update the accounts.

If you are feeling more ambitious about promoting your special offers and you are willing to pay for the promotion, consider sending an e-newsletter through a service like Constant Contact. Dental patient e-newsletters can be sent to all current patients who have opted in to receive newsletters from your office. An e-newsletter can be sent any time you are running a new promotion. You can opt to bypass the cost of using an email marketing company and send out notices from your office’s email account, but for a relatively low cost an email marketing company offers email templates and statistical reporting. Another paid option for marketing a new promotion is a limited time Google Adwords campaign with an ad specifically designed to highlight your dental patient promotion.

Please feel free to comment with any practice promotions that have been successful in your office.

Jun 22, 2010 | 1 comment | View Post

Dental Marketing Spring Activities

As I have mentioned before, my office refers to a marketing calendar of activities to make sure that we are continually doing our best to let new patients know about our office. It is easy to ignore marketing needs during times when your operatories are full. The problem with this soon becomes apparent during slower times which may have been avoided with a little more forward thinking. A marketing calendar allows the dentist to assign certain routine marketing duties to staff members who can see each month which tasks need to be accomplished. Our dental marketing calendar reminds us to assess our marketing efforts at least on a quarterly basis in order to determine what approaches are working and what programs should be eliminated due to poor return on investment.

At this time of year, we are preparing to look at our first quarter marketing efforts. My business manager will examine reports regarding patient referrals, website activity and referrals from other sources. If we notice a decrease in any of these activities, a plan will be put into place to determine how to improve in these areas. We will look at the cost of external advertising projects, Internet advertising and internal marketing efforts to see which items are producing new patients and accepted treatment plans. As an aside, my dental practice currently only uses Internet advertising to promote our office as we have found it to be the most cost effective advertising.

This is an ideal time to run a report on children’s overdue recall appointments. We send out postcard reminders to these families stating that is time to visit the dentist and they should call now to schedule summer appointments. With work schedules and school demands it is becoming increasingly difficult for parents to schedule their children’s appointments. A reminder to take advantage of the summer break or school holidays often results in parents calling to schedule.

Now is also a good time to prepare a newsletter or e-newsletter to send out to patients which can be used as another opportunity to remind parents to schedule summer appointments. As sports activities increase at this time of year, we use our newsletter to remind our patients about the use of mouthguards during these activities. Cold drinks and foods become more popular as the temperatures rise so it is an ideal time to include an article about sensitive teeth solutions as well.

My dental office uses a multi-media approach to getting this information out. We send out postcards to overdue patients. We include reminders to schedule appointments and patient education articles in our e-newsletters. Social media through Twitter, Facebook and our patient blog gives us opportunities to spread the message of dental mouthguards, tooth sensitivity solutions and appointment scheduling as well. A new avenue we will be exploring soon is patient education videos on YouTube.

What is your dental office doing this spring to maximize marketing efforts?

Mar 30, 2010 | 1 comment | View Post

What’s In a Name?

My front office manager does a great job in greeting every patient by name when they first walk through the door. If she is currently on the phone or with another patient, an attempt is still made to greet the patient and let them know we will be with them right away. My hygienist or dental assistant step in to make sure that patients are greeted promptly and personally when my office manager is busy. This may sound like common sense, but the vast majority of medical front offices do not treat patients in this manner.

I’m reminded of sitting in the waiting room at a doctor’s office when a woman walked in frantically informing the receptionist that she thought she was having a hypertensive attack. The receptionist told her to have a seat and someone would be with her shortly. We were the only people in the waiting room and I observed this lady squirming in her chair as the time rolled by. Five minutes elapsed as I listened to the receptionists gossiping about someone else’s life. I watched them file their nails and chat as the patient fidgeted nervously. Finally, she approached the window and asked if she could come in and have someone take her blood pressure. I was relieved that I wouldn’t now be called upon to administer CPR to one of my medical doctor’s patients in his own office.

Though this true story may represent an extreme example, similar anecdotes involving the medical office “witch-ceptionist” abound. Given the fact that it is far more common for these employees to be aloof, cold and unfriendly, efforts to train a staff to interact in the converse manner do not go unnoticed. When attempting to establish an insurance independent dental practice, it is mandatory to have an attitude of caring and concern for your patients. This practice philosophy falls under the auspices of internal marketing and will over time generate consistent patient referrals and a tremendously loyal patient base. Obtaining these two results should be the primary focus of your overall marketing campaign.

My receptionist makes every effort to remember family members’ names and engages in conversation while my patients wait. This helps to put nervous patients at ease and lends a family atmosphere to my office. My front office manager and hygienist make notes on the daily schedule regarding patient’s interests and family members’ names to ensure that all staff members can make the patient feel important, valued and remembered. I include a dedicated page in the patient record that documents information unique to that patient, like the fact that he is fluent in Russian or that she was a competitive Equestrian in her youth.

Using the patient’s name may appear as an obvious principle, but consider the emotion elicited in you when your doctor calls you by name. More important is the routine recollection of your name by the doctor and staff. You feel important, valued and remembered. I know I do. This feeling is consistent not only at the doctor’s office but within any business entity that claims you as a customer. You are made to feel welcomed and wanted. It should be your goal in business to provide this feeling to your clientele. In no manner is it easier to establish this rapport than by simply remembering and utilizing your patients’ names.

The take home point in the discussion of greeting patients is consistent through all instances of patient interaction. People tend to be fonder of their name than any other commodity they possess. This is true even if they would have rather been labeled something else at birth. This particular designation has accompanied them through every occasion in their lives. It was exclaimed during the first reprimand by their mother, pronounced by their teacher at the first day of school, whispered by their first girlfriend and recognized on graduation day. Their name is their identity. Remember it and you will go a long way toward remembering the name of a loyal patient for life.

Nov 17, 2009 | 0 comments | View Post

Category: Dental Marketing

Offering a Treatment Discount to Avoid a Slump

What Do Dentists Need to Know About Search Engine Optimization?

I’m Too Nervous to Start My Own Dental Practice, Part I

Dental Marketing Spring Activities

What’s In a Name?

Dentistry’s Business Secrets Video

About the Author – Dr. Edward Logan

Reviews of Dentistry’s Business Secrets

Dental Marketing & Management Topics

Dental Resources

Category: Dental Marketing

Dentistry’s Business Secrets Video

About the Author – Dr. Edward Logan

Connect With Us

Reviews of Dentistry’s Business Secrets

Dental Marketing & Management Topics

Dental Resources