How to do effective Dental Practice Marketing - 4 Case Studies on Dental Practice Marketing & How important is a Dentist's Reputation. Dental Practice Marketing strategies courtesy of Healthcare Marketing Center: http://www.healthcaremarketingcoe.com/dental-practice-marketing/

1. DENTIST’S REPUTATION
(HOW TO CREATE A VERY PROFITABLE
DENTAL PRACTICE)

2. What are Your Goals (Select Yours)
Gain new patients
Increase number of referrals
Improve visibility of my dental practice
Gain recognition in my industry & among peers
Have a more profitable practice
Become the most reputable source for patient
education about dental procedures
Be on 1st page of results on Google! And be
able to control what is said about me?
Other…

3. GOOGLE YOUR NAME
Go on Google and “Google Your Name”
What comes up?
Are the “reviews” that come up representative of who
you are as a dentist?
Why do “review” sites claim ownership of your own
name? Are they fair reviews?

4. APPOINTMENT SCHEDULING PROCESS
Patient goes online (80% of U.S. Population)
Searches for a “dental specialist” and location
Looks over only those dentists with websites
Verifies via content on those websites whether in fact
the doctor’s expertise pertains to their medical needs
The patient makes a decision to find out
more about their top 2-3 choices …

5. What happens if you don’t have a website?
NOTHING HAPPENS
And most importantly you’re completely defenseless
ONE bad comment WILL ruin your reputation

6. It’s 2012.
Who doesn’t have a website?
Can‘t Afford one? Seriously?
You can’t afford $500?
One root-canal patient would pay for 3 websites!

7. SO BACK ON GOOGLE
What’s Relevant & Important at this point?
#1 - Patient Review Sites
#2 – Social Media Presence
What do both have in common?
They are the patient’s background check.

8. EXAMPLES
How one review can spell disaster for getting new
patient volumes
Could this review have been prevented if the doctor
asked for feedback during the follow up?

9. Example #2 –
(Doctor at Nationally recognized Hospital)
 10 Surveys from 2008 STILL affect his reputation
 Are they representative of the doctors’ several thousand
patients since then?
 Below “national average?” in 2008?

10. One bad review leads to “group mentality”
What if that March review was never posted and was handled
in real-time at the followup visit? Would others not join the “gang”

11. Same Doctor … Another review…
Is it Credible?
What kind of credibility does this have?
Could it be an office staff member?
How do you know it’s a true review?

12. It’s NOT just about POSITIVE Reviews
It’s about a positive patient experience, every time.
If EVERY patient gets your iPad to write a comment
when they come in for the next visit or follow up
after a dental procedure you have the opportunity to
ask the patient a very important question …
“Please tell us about your experience. It really
matters to us that each patient gets the best
treatment possible”

13. … the little things that matter
“Rude receptionist …”
“Doctor did not talk to me …”
Can these things be addressed and corrected right
there on the spot as they happen?
Don’t blemish your reputation because
someone in your office has a bad day.
Address it!

14. The Goal
“My Doctor listens to me. He cares about my needs.”

15. Form a new Habit
Ask for Feedback every time …
and have the right technology available to control
what happens … in real time… as it happens!

16. Technology Overview:
(screenshot not shown for patent protection)
Getting Reviews in Your Office
Tablet PC / iPad Review App – allows you to ask for an
honest review.
 Patients electronically sign off a detailed waiver
 2-step verification process verifies their identity & intentions
 You get to review the anonymous comment and reply to it if
necessary
 Publish Reviews to pre-selected Physician Review sites & your
website with a click of a button
 HIPAA & FTC Compliant
Built-in Complaint Form – allows you to answer a
complaint as it’s written, before it gets published

17. Technology Overview:
(screenshot not shown for patent protection)
ALL PUBLISHED REVIEWS
ARE LABELED AS
TRUE & VERIFIED

18. Getting Reviews From Patient’s Home
Your patient can log-in directly from your website or
An embedded code is sent via email or newsletter
 One click sends them to the review-form
 Patients electronically sign off a detailed waiver
 2-step verification process verifies their identity & intentions
 You get a request to review the anonymous review
 Publish Reviews to pre-selected Physician Review sites & your
website with a click of a button
 HIPAA & FTC Compliant
Built-in Complaint Form – allows you to answer a
complaint as it’s written, before it gets published

19. Already on Facebook? We have an APP for That!
Your fans can write their review right there on
Facebook! (and you can also review it)

20. The Technology continued
(spread awareness, own your name)
Own Your Name
Own Your Location
Mobile-Ready
Fully-Customized
Reviews integrated!
QR integration

21. The Technology continued
(Scan the QR Code onto your mobile phone and…)
Make a Call
Check out the
Reviews
Write a Review
Get Directions

22. Your Monthly Report Includes All Your Reviews

23. Google Analytics and Reporting INSTALLED!
Key Benefit: “Now you can measure return on investment factors”
• Analyze performance and optimize
campaigns
• Track local web traffic from your local
network!
• Conversion rate tracking
• Target Demographic Analysis
• Campaign Profit Analysis
• Measure ROI factors for local search

24. Save $Millions in Advertising Costs
If your doctors have stellar reputations and you
understand the patient mind-set when looking for a
new doctor (refer to slide #3) …
 Do you think your conversion rates from Ad-Clicks / Radio/ Etc. to
Appointments will increase?
 Will you be able to get more of the patients that make your
practice or hospital successful?
 Will you be able to spread awareness about your top area of
expertise faster and easier when you have hundreds of patient
advocates on your side… working for you 24/7 (for free)?
 Will you be able to gain recognition among your referring doctors
if they see their patients’ comments about you?
 What about the savings in promoting your Brand?

25. Case Study #1 – Dental Office in NJ
Spending $8,000/month on Google Advertisements
Decreased Ad spending to $1500/month due to the
enormous SEO boost of their website after 40
testimonials were published & the dentists finally
Owned their name on Google.
Got rid of a 1-800 “service” - $4,000/month
Got rid of 5 directory listings - $6,000/month
Total savings for same new patient volume:
$16,500/month – that’s $198,000 a year!

26. Case Study #2 – Dental Office in PA
Dental office in a small town could not get enough
patients to fill each day.
“Dr Google” revealed 7 awful reviews about how
horrible his office looks and smells
A practice make-over cost the doctor $3,500. Fresh
paint goes a long way.
All patients received letters with photos of the office
and a practice re-opening. 70 patients showed up.

27. Case Study #2 – Dental Office in PA
(continued)
All patients were given the iPad to write a review
which was published to all the major review sites
In one day, 42 great testimonials were gathered. No
incentives were given.
Patient volume increased by 7 new patients per day
in 5 weeks. 0 $ was spent on advertising.

28. Case Study #3 – Dental Office in High-
Income Residential Area
Cosmetic Dentist wanted cash-only patients. 90% of
current patients were for non-cosmetic procedures
and on dental discount plans or crappy insurance
She began using our iPad/Reputation Platform and
internet marketing campaign at day 1.
Within 7 days she had published 19 great reviews.
Investment of $1500 over 3 weeks brought in 8
patients for veneers, and 22 patients for whitening
procedures.

29. Case Study #4 – Young Dentist in
Manhattan, NY
Young general dentist just starting out had 4-5
patients a day
An advertising campaign costing total of $1200
brought in 6 new patients per day.
All new patients received our iPads to write reviews
Again, no incentives were given
In 9 weeks, average wait time to get an appointment
was 2 weeks. Dentist increased his daily work-hours
by 2 hours to see new patients within 24 hours of call
All patients seen for emergencies wrote amazing
reviews

30. Our most important finding to increase
volumes
If you’re advertising be sure to:
See all patients within 24 hours of scheduling
appointments
Gather reviews before you advertise.
If you want to increase specific procedure volumes:
Prioritize those procedures in your schedule
But maintain prioritization for patients you have
established relationships with
Nothing is more effective than a written review

31. What do you need to Get Started?
Make the Call: (646) 648 – 1355
Within 48 hours of processing your payment we’ll
activate your iPad, tablet PC, laptop, patient login
screen, and website with this technology and begin
working on improving your reputation.
All you need is to ask for your patients’ honest
feedback while handing them the iPad and expect
monthly reports.
We’ll take care of the rest.

32. Make the Call:
(646) 648 – 1355
Email:
Linked@hmcoe.com