Category Archives: marketing response

Dental marketing blog posts categorised as Marketing response

How to Get Your Website Working for Each Category of Visitor

When someone visits your website do you know where they are in their decision-making process?

Not everyone that visits your website is going to be ready to click the request an appointment button or the phone call button, in fact, this is likely to be the largest cohort of website visitors… People that are NOT ready to take any immediate action and contact you.

Unless you have something explicitly on your website for them to do then you have lost this visitor and lost an opportunity.

Patients that visit your website may not all be ready to book an appointment straight away, They may:

  • Be simply looking for information on how to solve a problem e.g. replacing missing teeth or looking for information about a specific treatment to resolve that problem e.g. dental implants
  • Have done their research about their problem and treatment and are searching for the right service provider, needing a little bit of convincing to take the next step.
  • Have researched the service provider and decided that you are the one they wish to go for.

We therefore need to provide things for each of these people to do, in order that they can feel as though they have taken action whilst on your site and gone some way to solving their immediate issue, at the same time we get to collect their information!

For the respective categories this should be:

  • Free guides and downloads for patients wishing to solve a dental problem. Handed out freely in exchange for an e-mail address (GDPR compliant, of course)
  • An incentive to request an appointment, this could be a free consultation, refund of initial assessment or explicit promotion of your new patient health check. This will help to convince patients if they are wavering about requesting an appointment.
  • Request an appointment facility. This needs to drop into an automated e-mail campaign where patients are followed up if they don’t come in to see you.

All of these conversions (downloadable guides, e-mail follow-ups, free consultations etc) should be tracked in Google analytics, we can then see where traffic comes from and focus more on that traffic source and/or conversion page.

Using free information downloads & free consultations etc and incorporating these into an automated e-mail system allows us to send relevant e-mails at the correct time for each patient. Once they book an appointment these prospecting e-mails should automatically stop and they should be asked for a review. This then sets up a fully automated and robust follow-up system which works 24/7/365… Never sleeping!

With a system such as this, you now have something for everyone to do on your website, no matter where they are in their decision-making process, the prospective patient is happier as they have received the information they want and you are happy as your marketing is now working more effectively!

Mark’s Top 5 Tips to Being a Unique Dental Practice

Dentists are dentists are dentists. This, unfortunately, is the view of many people I talk to that aren’t involved in dentistry. And to make matters worse, many dentists seem to think the same by not giving potential patients any form of ‘Unique Selling Point’ or USP.

A USP is vital.

Your USP should be ingrained within every part of your being and be recalled at the slightest drop of a hat with no hesitation or faltering.

If a person says ‘Why you?’ then you should be able to answer instantly (and so should the whole team)… and ‘because we’re the best’ just doesn’t cut it any more… everyone says that!

So here are my top 5 tips for generating your USP:

  1. List what you do really well
  2. Add your name to things
  3. Systematise what you do
  4. Name your system
  5. Ignore the competition

List what you do really well

Take qualifications, certificates, high tech equipment, experience, practice location, practice decor and layer it all together. Look for things that are fairly unique about you, they don’t have to be totally unique, but rare is good.

Then create a single sentence that encapsulates it all, layering in each item.

It’s the combination that makes you unique, so be really explicit about it and blow your own trumpet, so to speak

Add your name to things

No-one else has your name, so use it. Plonk in front of things. The ‘Dr XYZ technique for Whiter Teeth’ no no-one can say they do it the same way as you

Systematise what you do

When you do teeth whitening you might take a shade take before, do surgery whitening, top up with home, do a post op shade take and take some photos. That’s 5 steps so now you have the ‘Dr XYZ 5 step technique for Whiter Teeth’.


If you can then layer in some of the items from your list of things you can add extra steps and extra uniqueness. For example, you might have a fruit juicer at the practice – you can then add this as a step 6 for extra uniqueness

Name your system

Come up with as many steps and systems as you can, then give them all a name. Perhaps something that reflects what you do at  the practice or your philosophy. Whitening can have grades ‘velvet white’, ‘smooth white’, ‘ice white’… “Dr XYZ’s Ice White 6 Step Teeth Whitening”

Give the whole system a name and even consider branding and protecting the rights to it. This makes it totally unique and simply can not be copied by anyone.

Ignore the competition

By ignoring what others do you can be creative and are less tempted to simply copy. I say this partly in jest as of course you need to keep a sharp eye on what the competition are doing, but simply copying is not good enough!

Use their ideas and build upon them, take some time during team meetings to work on your uniqueness and ensure the whole team get the idea and concepts.

Good luck and keep me posted on you progress… 

Patient Testimonials – What to Ask For

Patient testimonials are a brilliant way of demonstrating to potential customers that you are good at what you do. They provide something we marketers call Social Proof – and we all like proof of what we are reading, don’t we?

It’s simply not good enough to say you are the best dentist in town, or that your crowns are the best – you need to prove it, and the best way to do this is for a satisfied customer to prove it for you!

What I have laid out here is a summary of the questions I think you should ask your patients. Questions 1-3 are to do with ‘motivation’ if a potential customer can identify with the motivation for solving a dental problem they will feel more ‘in tune’ with the testimonial and it will be more powerful.

Questions 4 & 5 are to do with the ‘decision’ itself – we all use different strategies to make a decision, again this will help the reader to feel more at ease with the testimonial.

Question 6 & 8 are to provide comparisons between the emotional state before and after treatment – we make purchasing decisions based on emotion, then justify with logic – so eliciting some emotion in the testimonial will help the reader to make a decision.

Question 7 is to do with the treatment itself.

Question 9 latches on to the ‘post purchase’ feelings, people often have what we call ‘buyers remorse’ – with products one can take it back, but with services like dentistry one can not do that, so the purchase decision is much higher risk. If we can demonstrate that a previous patient had no remorse and could do more things afterwards it shows the reader that the decision to buy was a good one.

Question 10 Is a simple command telling the reader what to do – this ought to be a ‘call to action’ along the lines of “I would suggest anyone that feels like I did contact the practice straight away”

Here are the questions I suggest you ask your happy patient:

  1. What was your initial dental problem?
  2. What did this dental problem prevent you doing?
  3. What made you decide to do something about your dental problem? In other words, why do it now?
  4. How did you chose which dentist to go to? In other words, what selection criteria did you use?
  5. Why did you pick XYZ Dental Practice?
  6. How did you feel about your teeth before you went to XYZ Dental Practice?
  7. What treatment did you have done?
  8. How did you feel about your teeth after treatment?
  9. What have your new teeth allowed you to do now?
  10. What advice would you give other patients in a similar situation to you?

Using a structure like this will allow you to get better testimonials that are more useful to you and your business.

What would you add? Or indeed take away?

A Facebook Experiment – my Results

People say that you need to post on Facebook pages frequently in order to build your fan base, but is this true?

I’ve no idea, so I decided to run an experiment.

For the first 2 weeks of November I posted relatively frequently, typically 2 posts per day to my Facebook fan page. Then on 9th November I stopped altogether and didn’t post anything until 21st November – you can check these dates out by scrolling down on my page to see when the posts were made.

Now, if you have a proper business page on Facebook you can check your stats (with a personal profile you can’t do this), and here’s my result.

You can see a MASSIVE drop in total fans reached, right up to the point where I started posting again and fans started to be reached again. It’s kind of obvious really, if you don’t post anything people won’t see it, but these are all missed opportunities to build your brand and create exposure for your business.

This also seems to show that people don’t go visiting your Facebook pages after they have ‘liked’ them (or fans reached would remain constant) – so it’s not like a website where people might go back time and time again – the only way on Facebook that you keep fans interacting and seeing your page is by posting content – period.

So, based on these findings I’ve introduced a new Auto Managed service for dental practices on Facebook and Twitter to help you guys out with content – it’s an automated service that will keep your content fresh and relevant. Please do visit the page now and take a look through what is possible.

You’ve seen the results of what happens when you don’t post, so it’s vital that you do – so take action now!

Generate Attention, Interest, Desire and Action and see an improvement in marketing response

This is a simple way to get you marketing working better for you and one of the simplest acronyms to remember, yet one that can have the biggest impact on your marketing, AIDA:

Attention

Interest

Desire

Action

With every marketing communication you should seek to grab attention, so that’s the headline, the email subject line, the Facebook status update or the tweet on Twitter.

Once you’ve grabbed attention you then need to capture the readers interest, that’s the rest of your Facebook fan page content, the content of your email, the first few lines of text in your flyer or the link that you send your Twitter followers to.

Once you have ensured they are interested you need to create desire, that’s the emotion linked to your services, the burning desire your prospect has to solve their problem to which you have the solution.

And lastly, and often the one that is missed, be very clear about the action you want them to take. That’s a response to your email, a re-tweet on Twitter, a comment on your Facebook page or a phone call at the practice.

It’s simple to remember, AIDA

For more tips just like this one please join in with the conversation on our Facebook page... see y’all there.

Stay Sharp,

Mark