Tag Archives: Attention

Blog posts tagged with Attention

Online information processing on a dental practice website

Online information processing on a dental practice website – would you fail this test?

 

The best website designs and structures take into account how your patients process information. Good marketing is aware of how the messages on your website are processed by the patient and the corresponding steps you can take to ensure the correct message is received.

There are five stages of on-site information processing (1):

  1. Exposure – if your content changes to rapidly in things like banners or adverts or animations then patients calm process the information and take action.
  2. Attention – the human mind has limited capacity to pick out the main messages from the screen. Keep it simple. Make sure the eye is drawn to the content you want people to see.
  3. Comprehension – make sure the website is written in patient friendly language not dental jargon, use familiar or standard metaphors to help patients understand what you’re talking about.
  4. Yielding and acceptance – patients will be more convinced by benefits rather than simple features of your treatments and services. Reinforce your message with images as well as text.
  5. Retention – this is thinking about how well the customer can recall their experience, backup your website information with calls to action for them to join you on social media and do everything you can to gather their contact details, particularly e-mail.

Each stage is a hurdle and if each hurdle is made too difficult to navigate then the patient cannot progress to the next stage. You have failed!

Have a look at your website now and compare it to the five stages of on-site information processing… Have you succeeded or failed?

(1) Hofacker, C (2001) Internet marketing. Wiley. New York, 3rd edition

Golden principles of dental marketing

The 4 Golden principles of marketing which shouldn’t be ignored

There are four Golden principles with marketing which, if you choose to ignore you do so at your peril.  HOW  you choose to implement each of these four steps will be very personal to you, but whatever you do make sure you go through every step.

Those four steps follow the mnemonic AIDA

Step 1 – ATTENTION

Before anyone  can take any action at all, before they can come to your dental practice, before they can phone, before they can visit your website you need to capture their attention.  They need to know  that you physically exist and that you are there.

The first stage of any marketing campaign should be to grab people’s attention. If you were at the recent dentistry show in Birmingham think big drums, bhangra music and oompahloompahs! Big drums, bhangra music and oompahloompahs may not be how you wish to grab people’s attention, that’s fine but the principle remains, in order for anyone to take any action at all  they need to know you exist and this kind of marketing, along with people like  Richard Branson and sailing around the world in a balloon is brilliant at grabbing people’s attention.

Step 2 – INTEREST

Once we’ve grabbed someone’s attention and they know you exist we can start to pique the interest. This is where marketing becomes far more subtle, this is where telling patient stories begins, this is where we begin to engage  with a prospect, gently helping them solve whichever problem it is that they have… Missing teeth, crooked teeth, ugly teeth (In their eyes) etc.

This is using e-mail marketing on the website to collect prospects e-mail addresses in exchange for a free downloadable guide and then gently dropping them into an automated systematic  e-mail marketing campaign, all very gentle and NOT SELLING!

Step 3 – DESIRE

Once we have grabbed someone’s attention and they know you exist and we have created some form of interest in solving their problem we can then work on the third stage which is creating desire.

Showing prospects before and after photographs of patients in similar situations to them can help create a desire. Talking about the problem and the solution is an important step here also.

Step 4 – ACTION

Without action the three previous steps become pointless, this is where using marketing speak and language is vital.  When someone lands on your website  or receives an e-mail, what do you want them to do? Call us today, phone us today, request a free consultation today are all phrases which can be used with great effect.

Incentives to take action can also work in the form of free consultations or refunds of initial assessment… Think about specific things  which will prompt someone to take action… Simply having a request an appointment form on your website is  NOT suggesting that someone takes an action.

Summary

The steps above are WHAT you should do, they do not in any way tell you HOW you should do them. Oompahloompahs and bhangra music may not be for you, you may choose something  more subtle or even more outlandish in order to generate attention  about your service/product.

What ever you choose to do remember, with out these four steps your marketing won’t work.

Period.