calgary jan 2017

XANA WINANS, PRESIDENT

more than marketinggpm

Internal Marketing Insights

Untangling the Web

WHAT DO YOU

WANT TO LEARN TODAY?

Goal Setting for 2017

Creating Your USP

The New Patient Experience

Practice Branding & USP’s

Retention Strategies

Reactivation Marketing

Referral Marketing

Know Your Audience

The Power of Authenticity

Websites, SEO, PPC & Social

Your Online Reputation

Measure What You Market

GOAL SETTING: START WITH THE END IN MIND

WHAT WERE YOUR 3 BIGGEST WINS IN 2016?

WHAT 3 THINGS WERE YOU THANKFUL FOR AT YOUR PRACTICE IN 2016?

WHAT ARE THE 3 BIGGEST CHALLENGES YOU GREW THROUGH IN 2016?

WHAT ARE YOUR 3 BIGGEST “UNFINISHED

BUSINESS” ITEMS?

WHAT ARE YOUR 3

BIGGEST ASPIRATIONS

FOR YOUR PRACTICE IN

2017?

HOW DO YOU WANT “X” TO

BE DIFFERENT IN YOUR

PRACTICE IN 2017? NAME 3.

SMART GOALS

Specific

Measurable

Actionable

Realistic

Time Bound

SAMPLE GOALSStart 2 Invisalign cases per month in 2017

Convert 75% of all NPO’s into confirmed appointments and measure progress monthly

Incorporate tracking methods in all new marketing. Add to existing marketing by 7/31/17.

Internal Marketing Insights

What Do Your Patients Really Want?

SURVEY SAYS…

MONEY MATTERS

1. Participate with Plans

2. Provide and Promote Financing Options

3. Educate Patients on their Coverage or Risk Bad Reviews!

44% CARE ABOUT YOUR LOCATION

4 - 5 MILES FROM WORK

OR HOME

29% Want to Know… Do You Have a Stellar Reputation?

19% 19% Want Advanced Technology for Faster Service and Better Care

18% Care About Your Credentials

GET ME IN WITHIN 48 HOURS

of patients say this is a primary factor in choosing a new dentist

33%

of patients say this is #113%

You Are All Fighting For Limited Resources

IF YOUR COMPETITION DOESN’T DO

ALL THAT, AND YOU DO, THERE’S YOUR

USP.

BUT IF THEY DO…WHAT

ELSE SETS YOU APART?

A DENTIST IS A DENTIST IS A DENTIST

We listen (I would hope so)

Advanced training (too vague)

High quality care (undefinable)

Great customer service (commodity)

Gentle touch (If you don’t I’m not coming back)

THIS DOES NOT MAKE YOU UNIQUE

Sure, whatever…

It elevates your practice above the competition

It builds your image into something influential

It gives substance to your practice, services and products

It enables people to relate to your practice

It tells people that what you offer is of high quality

It marks you as a reliable, trustworthy company

AUTHENTICITY

BE TRUE TO YOURSELF

Share your passion and your mission

What is your purpose?

What are your core values?

THE MOST POPULAR PAGES

Doctor Bio

Team Bios

Smile Gallery

Office Tour

New Patients

Contact Us

100% AUTHENTICReal Patients, Real Stories

LET’S DEFINE YOUR USP

WHAT SEPARATES US?

WHAT DO WE DO BEST?

WHAT IS OUR

NICHE?

WHAT DO PATIENTS SEE AS OUR UNIQUENESS?

What Are Our Strengths?

WHAT ARE OUR WEAKNESSES?

WHAT ARE OUR

PATIENTS’ BIGGEST

PROBLEMS?

HOW DO WE MATCH UP?

THE NEW PATIENT EXPERIENCE:WHERE EVERY LITTLE THING COUNTS

BASIC EXPECTATIONS

Sweaty palms…knot in my stomach…just breathe…

It’s going to hurt. And dentists clearly like inflicting pain.

I can’t wait to see what this is going to cost me.

He’s running late. I’m wasting precious time off for this???

The smell. The taste. That bright light in my eyes…ugh.

LET’S REWRITE

THE STORY

WOMEN JUDGE

EVERYTHING

Use Their Insight For a Critique Board

Your Location

Is Your Sign Visible?

How Well Do You Handle

the Phone?

41% of patients want convenient or extended hours during the week

36% want weekend hours

7AM - 10AM & 3PM - 6PM

What’s the Parking Situation?

What’s Your First Impression?

How Are Patients Greeted?

How Is Money Handled?

Do You Have a Warm & Friendly Staff?

Do You Provide Post-Op Calls & Instructions?

How’s the Personal Hygiene of Team

& Doctor?

Does Your Smile Walk the Talk?

Your technology

How your office smells

Background music and volume

Visual noise/clutter

How well you explain treatment

Cleanliness and upkeep

Scrubs and uniforms

If you are gentle

Picky, Picky, Picky!

CREATE LOYALTYFirst impressions are lasting impressions

Be unexpected

Give your team the freedom to fix any problem

Ask for referrals - and then recognize your patients when you get one!

FIRST APPOINTMENT

48 hours before - reminder call, parking, forms

24 hours before - intro call from the Doctor

Time of appointment - expect the patient, greet by name

WOW FACTORS Comfort menu

Free special event whitening (milestone birthdays, graduation, anniversaries)

Send birthday flowers to the office

Lip balm for long procedures

Free electric toothbrush or “White Baskets” for large restorative cases

Apology gifts

HOW CAN YOU ENHANCE YOUR NEW PATIENT EXPERIENCE?

Of Course, All of This Only Matters

If You Get Them Scheduled

THE IMPATIENT PATIENT

Patients call when it’s convenient for THEM. Lunch. Weekends. Before and after work.

You are an errand to be crossed of their list.

80%+ of callers do not leave a message when they reach voicemail.

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Hello?OF ALL CALLS ARE MISSED32%

40 New Patient Calls per Month

32% Missed Calls = 13 Patients

70% Appointment Conversion = 9

Average NP Value $1,500 x 9 Lost Patients

$13,500/Mo x 12 Mo = $162,000

SOLUTIONS

Reroute calls to the back office after 2-3 rings

Staff phones 7am - 7pm, Mon. - Fri.

Forward calls to an after-hours cell phone

Make scheduling accessible in the cloud

Send overflow calls to a call center (If you do, they MUST have direct access to your schedule.)

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#3Conversion Skills THAT HELP

CALLERS TO…

YOUR CASES

Start Here

TRAIN YOUR TEAM

Front desk = sales professional

Always answer a question with a question

Who’s leading the call?

Be prepared to listen

Use a new patient form

Focus on the caller (The cone of silence!)

Be Focused

Words7%

Voice38% Body

55%

WHAT You Say Is Not Nearly As

Important as HOW You Say It

It’s Not Just About the Script!

THE GREETING

Answer with a smile in your voice

Introduce yourself & the practice

Ask for their name (write it down!)

Ask for the referral source

Ask how you can help

Be friendly, attentive and engagedUse the caller’s name Find a common connection Create value and credibility for the doctor / practiceExplain any procedures using layman’s terms

BUILD RAPPORT

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THE CLOSE

Be aware of offers and terms

Do not quote fees

Overcome objections

Ask for the appointment

Set expectations

Establish confirmation protocol

Do you have any questions?

Avoid…I Can’t

I Should

I’ll Try

No Problem

Let Me See

Maybe

I’ll Have to Check

Instead, say…I Can

I Will

I’m Happy To

Absolutely It Would Be My Pleasure

You Bet!

QUESTIONS & CLOSES

The Assumptive Close

Q: Are you open on Fridays?

A: We are open Monday through Thursday and have both early morning and evening appointments to accommodate busy schedules. I’d love to find something convenient for you. What time of day works best?

THE BONUS CLOSE

Q: How much do you charge for Invisalign?

A: Can you tell me why you think you need braces?

Q: Well, my front teeth are crooked and it’s really embarrassing for me to talk to clients this way.

A: I completely understand; your smile is such a critical part of how the world sees you. Luckily, Dr. Winans is a certified Invisalign provider. You’re going to love how we can straighten your teeth without metal! Let me do something for you - I’m going to get you scheduled for a no-charge consultation. Do you prefer morning or afternoon appointments?

THE DEMONSTRATION CLOSE

Q: I don’t like my yellow teeth. How much do you charge for whitening?

A: Mary, you are going to love how quickly our professional laser whitening can change your smile. It’s SO fast! Are you in front of your computer? If you go to our website, I can show you some of the whitening cases Dr. Winans has done; the before and after images are amazing. I also want you to check out some of the testimonials from our patients who have completed this same treatment. Let’s get you in for a quick consult. How’s Monday at 9?

You’re going to LOVE Dr. Winans!

Here’s what you can expect

Let’s do this… (don’t ask, TELL)

KEY PHRASES

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Branding

Branding is the

Emotional Response

that a Company

Evokes in a

Customer

Sugar FixSmile Savers

Dr. Larry WinansLawrence J. Winans DMD FACD, MAGD, PA

Nike

Milk

The Marines

GIVE CONSUMERS A LITTLE CREDIT

GET SOME PERSPECTIVE

CONSIDERATIONS

How will it look:

Embroidered on scrubs?

At a distance on a sign?

Printed on statements and forms?

Will it get used vertically or horizontally the most?

Can you use the icon independently from the practice name?

BRAND CONSISTENCYSignage

NP Packet/Brochure

Electronic Communications

Email Signatures

Social Media

Internet

Online Reputation

Website

Social Media

Signage

RETENTION STRATEGIESGet ‘Em. Keep ‘Em.

KEEP YOUR PATIENTS

It costs 90% less to get an existing patient to return than it costs to replace them.

The average practice loses 50% of its patients every 5 years

• 1% die

• 3% move away

• 5% go to another practice due to a recommendation from a friend or relative

• 9% go to another practice because they think it has better products, services or prices

• 14% leave because they are dissatisfied with the current product or service

• 68% leave due to an attitude of indifference:

You must not care about me/I’m just a number

Unclear or dismissive communication

Insisting on being right

WHERE DID THEY GO?

45%Poor quality

of work

40%

You Don’t Take My Insurance

38%

You’ve Lost My Trust

33%

Your Fees Are Too High

32%

Poor Chairside Manner

30%

Your Staff is Not Friendly

27%

You Are Not Gentle!

23%

Too Hard to Get In

22%

Location

WHAT ENHANCES PATIENT RETENTION?

ACCESS TO CAREHours

Location

Affordability

Direct access to the Doctor

CARE DELIVERYGentle, attentive approach

Team interacts directly with the patient

Doctor clearly explains procedures

Follow up calls

PERSONALIZED EXPERIENCES

Remember birthdays and anniversaries

Ask me personal questions from our last conversation

Pain

Timeliness

How you treat patients

Cleanliness of the office

Making care affordable

Constant & Never Ending Improvement

Promotional specials

E-Newsletters

Social media

End of the year benefits reminders

Retention Through TOMA

What a Waste.Don’t let your dental benefits slip away!

One Mailing. 72 Calls.

What is the average life span of a patient in your practice?

How can you extend that life span?

What methods do you employ to stay in contact with patients in-between visits?

What additional methods can you use to increase retention?

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REACTIVATIONThey loved you once…

of patients not seen in at least 9 months

will go inactive

See Ya!

65%

We’ve missedyour smile.

ONE MAILING. 38 CALLS

13 Calls in Month Two. People Hang Onto This!

We Don’t Always Have Patients

as Good-Looking as

You.

What would your mother say

if she knew you aren’t keeping up with your dental hygiene visits?

146 Calls in 8 Months

REACTIVATION PROTOCOL1st - Cell

2nd - Office

3rd - Home

One contact every 6-8 weeks

Alternate calls with mailings and email

Keep at it for 1-2 years

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How frequently do you contact patients who are overdue for care?

What methods do you use?

What new strategies do you want to try to reactivate your patients?

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REFERRAL MARKETING

of patients solicit personal recommendations from family, friends, and co-workers

84%

Why Do We Refer?

Exclusivity

Connection

Social Currency

The 2-Card system

Why your team would prefer to hide

Keeping everyone accountable

After the fact thank you’s

Care to Shares and Gift Cards

BOOST YOUR REFERRALS

Lunch and learns

Personal follow up calls with the referring doctor

You expect a specialist to court you. They deserve the same.

Personal contact every 1-2 months

What makes your practice worthy of a referral?

Why do patients trust your practice?

Are there any signals that might cause a patient to distrust you?

What new strategies do you want to try to increase referrals?

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KNOW YOUR AUDIENCE

WORDS FOR MENHierarchy

Superior

Advantage

Exclusivity

Being Right

Respect

Individual

Self Reliant

Autonomy

Freedom

Unique

Hierarchy

Superior

Advantage

Exclusivity

Being Right

Respect

Individual Self Reliant Authority Freedom Unique

DID IT WORK?Premiered March 2012

$4,500 total production cost

Did you ever see anyone use a razor in this video?

USP? Price & delivery method

12,000 people signed up in the first 48 hours

330,000 subscribers in 18 months

Original video watched more than 22,000,000 times

October 2014: $7.2M in monthly sales, 1.1M subscribers

WHERE TO REACH MEN58% of young dads (25-40) are influenced by digital ads and banners

68% are likely to make a purchase because of a mobile ad on a smartphone

Men stream music more frequently than women (Pandora!!!)

WORDS FOR WOMEN

Equality

Fairness

Friendship

Inclusivity

Trust

Group

Support

Interaction

Trust Equality Fairness Friendship

Inclusivity SupportGroup Interaction

DID IT WORK?“People don’t buy what you do, they buy why you do it.” - Simon Sinec, Start with Why

6 months - 600% increase in sales

Sales jumped from 2.5B to 4B in 10 years

Real Beauty Sketches - most watched video ad of all time

#1 in brand loyalty for consumer packaged goods (2014)

What methods are you using to collect testimonials from your patients?

Where are your testimonials being seen by prospective patients?

What other places can you use testimonials to increase your credibility?

Does your current marketing speak to your audience?

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WHAT YOU’VE ALL BEEN WAITING FOR…How to Untangle the Web

38% WANT TO SEE

AN INFORMATIVE, UP-TO-DATE WEBSITE

WEBSITE DEVELOPMENTCMS

Responsive design

Fixed headers

Custom content

Page load speed

Know Your Target

Build With Responsive Design

Be Authentic

Make Your Contact Info Easy to Find

What’s Your Call to Action?

43% Want To Request Appointments Online

MAKE YOUR WEBSITE FLY

For a website that takes longer than 3 seconds to load…

Will abandon the site Will never return

https://developers.google.com/speed/pagespeed/

WEBSITE CONTENTWrite for people, not search engines

Only original, unique content

Be honest and authentic

Use social proof

Include videos (we are lazy!)

DR. BRETT TAYLOR ON SLEEP APNEA

You can live weeks without food (the record is about 6 weeks on purpose, no thanks).

You can live days without water (18 days was the most I could find, but most people are dead inside a week).

BUT, you can only live minutes without oxygen (9 minutes is the breath holding record. What an idiot. Most people would be unconscious inside 4 minutes).

So what's this telling you apart from the fact I have too much time on my hands to surf the internet? It's telling you there is nothing more important than oxygen, and you can't go very long without it. The problem is, too many people ARE going without oxygen when they're sleeping, and it's slowly killing them. Read the articles on airway obstruction in children and adults on the right. The life you save may be your own, or someone you love.

Social Proof

Consumers are 64-85% More Likely To Buy After Watching a Video

- Kissmetrics

Today’s Patients

WANT A DENTIST THEY CAN TRUST

How to Get Reviews on Google, Yelp, Facebook and More

REPUTATION MONITORING

CLAIM, OPTIMIZE & PROTECT

Locate: moz.com / Free Tools / Check my Business Listing

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http://moz.com



Claim your listings RECORD YOUR LOGIN & PW!

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http://moz.com




Optimize - photos, videos, hours, financials, intro/bio

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http://moz.com





Create NAP consistency across all listings

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http://moz.com





Create NAP consistency across all listings

Check back for Zombie listings monthly

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http://moz.com

GOOGLE ADWORDS

FOR WHEN YOU HAVE A SHOT IN

HELL AT RANKING

ORGANICALLY :)

GOOGLE DISPLAY ADS

ORGANIC VS. PPC

Organic Only Organic & Pay Per Click

15 Calls 39 Calls

Implant Text Ads Implant Display Ads

$3.79 - $4.52/click $.44 - $1.76/click

HOW DISPLAY WORKS

2MM publisher sites

Can show on desktop, mobile and apps

Uses contextual targeting via keywords & history

Brand reinforcement, pay for performance

LANDING PAGES

• Google quality score and click cost

• Don’t distract your visitor

• 20% problem / 20% solution / 60% proof

• Give me a reason to act now

Facebook

Instagram

You Tube

Google+

Be Socially Savvy

JUST DO IT…WHY?Increased brand recognition

53% of those who follow you socially are more loyal to your brand

It humanizes you

Supports SEO

Improved customer insights with comments, likes & shares

POSTING INSPIRATIONPatient milestones

Team events

Caption this!

Doctor hobbies / family / personal interests

Fill in the blank (_______ makes me smile in the morning!)

Inspirational quotes

Opinions (Should we open at 7am one day a week?)

The phone is in their hands…just ask!

Create and share high quality content

Ask the team to share posts

Cause marketing - $1 donation for every new like

BUILD A FOLLOWING

3,700 Likes

4,500 Shares

60,600 Entries

64,100 Visits

$300 Prize

DON’T EXPECT MIRACLES

Think branding, not direct response

Automation balanced with personal interaction

48% cannot prove direct impact (Ad Age 2/16)

11.5% can quantitatively prove ROI (Ad Age, 2/16)

WHAT DID I EVER DO TO YOU?

When bad reviews happen to good doctors

WHO DID THIS TO ME?

John Doe - 6 months agoWhile the staff was pretty cool, this is NOT THE PLACE TO GO IF YOU ARE DENTAL PHOBIC. XXXXXXX is a sarcastic douche canoe who has no respect for his patients feelings. He was belittling and rude. For some of us, it's hard enough just to walk through the door of a dentist offices. Having the "doctor" treat you as if you where subhuman and stupid doesn't help. Not only would i not recommend this place, I feel you would be better off doing your own dental work at home with pliers. At least then, you won't have to pay for the pain or for the pleasure of being mocked.

STEP #1 - IDENTIFY THE PATIENT

STEP #2 - TRY TO RESOLVE THE ISSUE

Phone call from the Doctor, not the team

Let them speak and do not interrupt

Do not get defensive

Validate their concern

Try to resolve the issue

Ask if the review can be amended (asking for removal invalidates their issue)

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STEP #3 - WRITE A PUBLIC RESPONSE

Deep breath

Login to the account

Write an objective response

Have someone else read it

Remember HIPAA

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STEP #4 - CHANGE SOMETHING

There’s a smidgen of truth in every review.

Adjust your systems:

Emergency policy?

Financial explanations?

Wait times?

STEP #5 - REACH FOR THE STARS

20 positive reviews will drown out one negative review

Daily in-house reviews

Review reminders

of consumers will pay more for services with higher ratings & reviews

86%

Be Positive | Be Passionate | Be GenuineBe Kind | Be Humble

Listen | Compliment Others First

EARN YOUR REVIEWS

$99 setup

$99/month

Who on your team will be responsible for monitoring your online reputation?

What channels will they check?

With what frequency will they check the reviews?

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THE CHECKLIST

Internal, External & Internet

What do you want to keep?

What do you want to improve?

What do you want to add?

PRIORITIZE!

1. Immediate no/minor cost changes

2. Maximum return changes

3. Long term impact changes

BACK TO BASICS

How does each marketing strategy support your SMART goals?

Can you communicate your USP with this strategy?

BUDGETING FOR SUCCESS

HOW MUCH?

Major Launch: 5-7%

Growth: 3-5%

Maintenance: 2-3%

THE COMPLETE MARKETING BUDGET

Media / media placement services

Digital advertising costs - Adwords, social boosting or ads

Ongoing management - SEO, adwords, social media, reviews, hosting

Internal referral incentives / “sorry” gifts

Copy, design & production

“Value” of discounted services

Community festivals & giveaways

5% for “please support my Boy Scout Troup/Soccer Team/Relay for Life fundraiser”

What is your annual marketing budget?

What marketing expenses are already contracted for this year?

How much do you have left to spend each month on new marketing strategies?

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KNOW YOUR KPI’SNPO’s

NPA’s

Appointment Conversion Rate

NP Cancellations

NP No-Shows

Cost Per Lead

Revenue Per Lead

Case Acceptance Rate

ROI

Measure

Plan

Execute

Measure

Adjust

Measure

Rinse & Repeat

PERSON BY PERSON

CALL BY CALL

PSS. The not so great call seems to be the same business team member that is a repeat offender and has been here 19 years!!

We are figuring out her future here!

PS. We celebrated Stephanie's great call yesterday!

REDIRECT YOUR LOSSES

CELEBRATE YOUR WINS

GOOGLE ANALYTICS

CALCULATING ROI

Revenue / Marketing Cost = ROI

Revenue / Marketing Cost = ROI

CALCULATING ROI

Revenue - Marketing Cost

Marketing Cost= ROI

MEASURE MORE THAN JUST CALLS

Did it generate traffic?

Increase in-office inquiries?

Build awareness of your brand?

Northcutt DentalVal Pak in existence for years

TV campaign started July 2012

• July 2012 – 656 visits • January 2013 – 963 visits • July 2013 – 1,196 visits • January 2014 – 1,390 visits • July 2014 – 1,774 visits • October 2014 – 1,948 visits

297% Web Growth in 2.5 Years

Establish the KPI’s that you plan to measure for your marketing

Who in your office will be responsible for documenting your KPI’s?

How frequently will you measure and review your KPI’s?

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Any Questions?

[email protected]

mailto:[email protected]?subject=