Unconventional Dental Marketing

Dr. Mohsen Said Mohamed “Dr. Ozaibi”
BDS, General dentist, Dental manager & marketing Advisor – UAE
MBA, UoP – California, USA
Mohsen@ozident.com
Breaking the mold
Dental Marketing

WHAT IS MARKETING
•It is a science*, that revolves around social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience.
•The basic concept:
• Is to predict the needs and wants of the current patients and provide a more satisfying experience than the
competitors and making profits.
*2.0, Women. "The Science Of Marketing". Forbes. Retrieved 2017-06-16.| Visit www.ozident.com

WHAT SO UNCONVENTIONAL
•Our main goal is to
•Maintaining the current patients and their satisfaction.
•Expanding our audience faster than the circle of organic growth
The unconventional concept is providing ideas, tricks and techniques that are
counterintuitive but will improve this goal.
We categorized to the roles into three: the dentist , the staff and the clinic.
| Visit www.ozident.com

THE DENTIST
Yes – most likely - you!

SUBCONSCIOUS JUDGMENT
•The first thing is to understand how patient perceives you when they meets
you for first time are, two important concept come up:
1. Warmth: Can I trust you.
2. Competence : can I respect you.
•Unfortunate, Dentists assume competence is a priority while in fact warmth
and trustworthiness played the major role.
Amy Cuddy says about competence:
“it might be highly valued but only
after trust is established.”
Trust

•Create a safe environment and don’t be judgmental.
•Show genuine care and put an extra effort.
•Understand the financial situation.
•Don’t sell your services but educate them.
•Share your true vision and be passionate about it
HOW TO BE TRUSTWORTHY
•Create a safe environment and don’t be judgmental.
•Show genuine care and put an extra effort.
•Understand the financial situation.
•Don’t sell your services but educate them.
•Share your true vision and be passionate about it
HOW TO BE TRUSTWORTHY

•Try to be humane and friendly, let them talk and listen
•Document everything… Ask about what they do, family, hobbies… and document it in
the files, because the remembering the small details of the patient will create a
connection with you which will lead to loyalty.
•Call back to check on them after relieving their pain to show compassion.
KNOW THEM AND DOCUMENT Personalize

BRAND YOURSELF
•In daily work life, dentists tend to be more occupied in procedures than introductions,
even after an excellent provided treatment many patients tend to forget your name,
especially when they trying to refer others to you.
•Branding yourself is making yourself unique and unforgettable in a way that you are easily
identified by anything other than your name
•For example:
•Color code each clinic, be identifiable by your nationality, have a nick-name…etc.
Branding

CREATE A BLOG
•Because it will
•Create a reputation as a dental expert in the local community.
•Increase your ranking in online searches.
A clipping from www.ozident.com
Blog

•Utilize professional portraits of yourself in professional attire & avoid informal selfies.
•Be casual, humane and down to earth
•Remember, your content are meant to be seen by non-dentists, so the content should be
easy and friendly not gory and scientific.
•Avoid just placing advertisements only that’s called spamming, try to mix it up with between
health tips, patient reviews and successful before/after cases.
YOUR SOCIAL PROFILE
Social

101 PHOTOGRAPHY/VIDEOGRAPHY
• Use photos & videos that compliment your work.
• Understand the basics of photography ( Lighting, composition, & basic editing)
• When comparing try your best to make them similar.
• Avoid using free-apps for your images as they tend to place the app’s watermark
on your photos.
• The most crucial section of video is clear audio not the visual quality, so utilize
dedicated recording equipment.*
“Why Audio is More Important Than Video Image Quality” Written by L. Scott Harrell - http://vtrep.com/audio-is-more-important-than-video-picture-
quality/
Media

•If you’ve done a great job you shouldn’t shy away from asking for a review or referral.
•Make it easy to post review on google maps/Facebook page via QR Codes / Links.
•A study by Brightlocal* stated that top 3 local business had an average of 47 google
reviews with a rating above 4 stars.
DON’T SHY AWAY, ASK FOR A REVIEW/REFERRAL
Google Reviews Study: How Many Reviews Do Local Businesses Need?
https://www.brightlocal.com/learn/google-reviews-study/
Review

THE STAFF
Who ever the patient meets
( receptionist, hospitality and of course your nurses)

both metaphorically and literally.
Metaphorically, A positive environment for the staff gives a positive feedback
to the patient.
Literally, Staff with perfect dental smiles gives a positive feedback to the
patient
THEIR SMILES REFLECT EVERYTHING
Smile

It is important to understand that the person responsible for
answering inquires, booking appointment and responding to the
phone is the key to succeeding in acquiring the patient and loosing
them.
Its crucial for the staff to have proper training in call conversion not
conversation, converting the call to a client!!!
WHO ANSWERS = THE 1ST IMPRESSION
Conversion

Dr. Yasmin Kottait stated:
“Sharing the incentives with my team when they
accomplish specific roles towards reaching the
target, help motivate the staff to work towards a
single target and be a team player”
SHARE THE INCENTIVES
Incentives

You’re a dentist and should utilize your time in a more efficient
profitable way .
So learn to delegate some of the responsibility to your current team
or bring a dedicate team to handle marketing.
DELEGATE AND BE A TEAM
Team

THE FACILITY OR CLINIC
Everything under else under the roof

•A proper plan is needed for proper marketing
•Something that has a timeframe.
•Has objectives
•Has methods and means.
•Understands the targets
•Is quantifiable
CREATE A STRATEGY BUSINESS PLAN
•Example for our plan:
•During the school break.
•Attracting parents and children
•Via online forums & children events
•Providing Nitrous Oxide service and specialized dentists
•Our patient flow of children and mothers increased

Change your methodology of treatment from VIP to EIP, everyone
is a priority, create a work flow that starts from the moment the
patient comes in till the moment they leave as an experience that
is royal.
Add aroma to the clinic, relaxing decoration and provide different
types of hospitality ( tea, coffee, sweets…etc.)
Creating engaging visual aids ( video and relaxing music)
DON’T DO VIP DO A EIP
EIP

Data collecting is important as that kind of information is valuable
and a good way to market your clinic and services.
A service like https://purple.ai, provides a free service of collecting
WIFI data users, via a mandatory form to be filled before access the
free wifi. In addition, they also place ads on login page with a timer.
FREE WIFI WITH A CATCH
purple.ai

•Optimize the website to be mobile friendly
•Grab attention via Call-To-Action buttons, like
direct calls via the website on the mobile
•Services are easy to reach, read and understand.
•Update the dates and services regularly.
Many clinics that start tend to
ignore the importance of the
website or to be exact they
completely forget about it after they
create it, I have seen so many clinics
ignore updating the content – Avoid
the “set it and forget it “ mentality.
OPTIMIZE THE ONLINE PRESENCE
Web

Can’t stress enough the importance of SEO, which means
Search Engine optimization.
Basically without the technical details, your providing the
search engine with the keywords associate with the content
of your website, thus searches that are related to those
keywords will bring your website as a result.
But its more complicated than that!!!
SEO, SEO, & SEO SEO
What you see What google sees
A clipping from www.ozident.com

ADVERTISEMENTS Ads
Advertisements might be one of the most unconventional portion of this
presentation. Either printed, videos or online services.
To make it simple, your paying a service provider to promote your services,
website, call back and offers through different medias, With the intention of
getting the most exposure via their algorithm/base and your terms.

ADVERTISEMENTS – PART 2 Ads
For example, google provides a service called AdWords, which basically lets
you auction specific search keywords to associate your website with the
search results.
On the example, we can see the search results “dental clinics in abu dhabi”
and the word Ad (advertisement) next to it. Even though that clinic is in Dubai
only, the terms “dental clinic” is auctioned highest by them thus the results
are associated with them.
A clipping from www.google.com

• CRM is customer relationship management and if properly used can help
organize efficient call backs!
• A gesture of kindness is to call on their birthdays as well and provide a special
discount.
• An example, at our clinic, We utilized our CRM to identify patients that had done
scaling over 6 months ago and called them to remind them the importance of
routine cleaning.
CALL BACKS = CRM
CRM

References
1. 2.0, Women. "The Science Of Marketing". Forbes. Retrieved 2017-06-16
2. https://www.brightlocal.com/learn/google-reviews-study/
3. https://www.inc.com/john-brandon/how-you-define-marketing-will-define-your-marketing-success.html
4. http://vtrep.com/audio-is-more-important-than-video-picture-quality/
5. https://purple.ai,
6. https://www.ozident.com
7. https://www.google.com
8. All images are labeled for public use

ANYTHING I MISSED? NOW IS YOUR CHANCE !!
I ALWAYS APPRECIATE FEEDBACK AND CRITICISM
Follow me on @dr.ozaibi
( snapchat – Facebook – twitter – Instagram )
Or visit my website
www.ozident.com | mail@ozident.com

Unconventional Dental Marketing

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