If you’re just starting your dental practice, how long do you think it will take you to fill your chairs? One month? Two? Six? What if I told you that you could book out your start-up dental practice on a budget of less than $1,000?
Starting up a dental practice is an expensive project. Between equipment, supplies, team members, and your office space and build-out, many start-up practice owners become stretched financially.
So, how does anybody have enough money to get a start-up dental practice off the ground? If you follow these steps, you only need a little bit of money left. You just need to be willing to step outside your comfort zone and use Facebook to do things differently. Here’s all you need to do.
1. Start early and go live on Facebook.
If you want results—patients in your chairs, a profitable practice, people in your community talking about you and referring patients to you—you’re going to have to get out there and do things that might be a little bit scary at first.
The best way to start building your audience is to start early and go live on Facebook. Set up a Facebook page for your dental practice. This is new for many dentists, but it’s important. Most dentists aren’t very comfortable going live on Facebook. I wasn’t when I got started, but I knew it was important. So don’t wait until you build your audience. I still get nervous when I go live, but I’m much more comfortable now than when I began. But I knew you and other dentists needed to hear my message in order to build a better, more fulfilling practice.
I also know that your future patients need to hear your heart for changing lives through your practice. There’s a mom with kids who hate going to the dentist. There’s a mom who hates going to the dentist for herself! And you’re the person who can change that—but that can only happen if your patients know about you. Your community needs you, and they’re all on Facebook.
2. Speak from the heart.
Facebook provides you with an absolutely incredible opportunity to share your heart with thousands of people in your community. I’ve seen hundreds of start-ups tap into the power of Facebook to get new patients extremely quickly. So what do they do? They speak from the heart.
Go live, and share your excitement about your practice. Tell them your vision for your practice. Talk about why you went to dental school. Tell people why you’re launching your start-up, what your practice will look like when it’s open, and how your patients will feel when they come into your practice.
It won’t be perfect—and that’s okay. This video will show your community that you’re a real person, and that you’re building a practice to serve your community. Plus, once you’ve done your first Facebook Live video, you’ll never have to do your first Facebook Live video again.
3. Go live regularly.
After your first video, continue to build that momentum by going live once a week to talk about dental topics and updates on your practice. When you do this, you’ll position yourself as an expert while you’re building your video views and audience engagement.
The more videos you make, the more people will start to comment and share, and you’ll be able to use Facebook’s amazing tools to retarget those people later on for high-value services like implants and Invisalign.
If you have trouble thinking of what to talk about every time you go live, here are some ideas to get you started:
How can I have a cavity if my tooth doesn’t hurt?
Why do I need a crown—can’t I just have another filling done?
The options to replace a missing tooth: denture vs. bridge vs. implant.
Why do I need a root canal, and what does it mean to have a root canal?
Why do my gums bleed? What is periodontal disease, and how can I treat it?
There are whitening options for every mouth.
Why do we get our teeth cleaned at the dentist vs. just brushing at home?
That’s nearly two months of Tooth Talk Topics, which will give you plenty of time to come up with more ideas on your own. And, you can ask the people who watch your videos to let you know in the comments what other topics they’d like you to cover.
4. Start running community engagement campaigns.
One you have begun to set yourself up as a trustworthy and reliable expert, you’re ready to start running what’s called community engagement campaigns.
Simply put, community engagement campaigns are promotions you host on Facebook to build relationships with people in your community. This gives you an opportunity to network in your area while attracting only potential patients to your promotion. For example, you could run a gift card giveaway with prizes donated by other local businesses. You could run a smile makeover competition to coincide with your grand opening. You could give away a $1,000 gift card or free tooth whitening for life, a 30-day floss challenge—the possibilities are truly endless.
Make sure the promotion involves local businesses or services in your office. If you give away an iPad or Amazon gift card, anyone around the world will sign up. Local businesses or in-office service focuses on potential patients in your area. Community engagement promotions help get positive attention on your practice and often fill up your schedule before you even open your doors. They are incredibly effective.
5. Set up custom Facebook audiences for future promotions.
It’s not hard to do, and with the right training, you can make sure that your videos are getting out in front of exactly the right people—the people who are going to start filling those chairs in your practice in the present and the future, and telling their friends to come, too.
Are you ready to fill your schedule even before you open the doors to your practice?
If you like the idea of getting all your spots booked out before you open the door, jump on Facebook, go live, and run community engagement campaigns. It’ll get people talking about you online and offline and help your phone start ringing with patients excited to get in your chair.
If you want help, join me for the Marketing and Practice Growth challenge, where you’ll learn exactly how to get your practice up and running the right way. And if you want to join a community of Dental Bosses just like you, I have a Facebook group where more than 1,000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Social media marketing has transformed dental practices in an almost unprecedented fashion. My team and I have spent years studying, testing, and analyzing the best strategies for using social media for dental practices.
At first, we used Facebook to build an audience of over 50,000 raving fans for my dental practice and turn those leads into dozens of new patients every month, all by utilizing the best dental social media marketing techniques available on Facebook to share our story and build great connections with our Facebook fans and others who had never heard of us.
After testing and refining those strategies, we started helping other dentists and dental practices utilize dental social media marketing strategies to grow their practices, too.
We found the most powerful social media site for dental social media marketing to be Facebook.
Facebook gives the most robust ad-targeting capabilities out of all dental social media marketing options.
Dental Facebook marketing costs less than traditional marketing and other social media for dentists.
Facebook makes available to everyone the same tools that only big companies used to be able to afford.
Facebook allows you to act fast to fill last-minute cancellations or promote an event or special offer, getting organic and paid posts up in minutes.
Facebook gives dentists sophisticated performance data for all Facebook ads they post so you can know your exact return on investment.
Facebook allows you to change different variations of the same dental Facebook ad to split test ads against each other.
Because of how powerful Facebook can be to build a dental practice, my team and I now use the same strategies we used to grow my practice to help other dentists and dental practices as part of our dental-marketing services. The strategies we use for our dental-marketing clients are the same strategies I share in this guide to Facebook for dentists and can help dental practices of all shapes, sizes, locations, and specialties. They can help you create a dental Facebook marketing and organic presence that is effective, efficient, and predictable—no matter what your practice looks like.
Don’t worry if you’ve tried using Facebook to promote your dental practice before, don’t understand how Facebook can help grow a dental practice, don’t think you have the time for dental Facebook marketing, or think Facebook is expensive. You’re not alone. Many dentists feel this way about using Facebook for dentists. I assure you, each of those objections isn’t true, and I’ll show you exactly what to do to help you get reliable, affordable, and consistent using Facebook to grow your dental practice.
Whether your dental practice has been open for decades, is still months from opening, or anything in between, you can use dental Facebook marketing to grow your practice and get patients in your chair for a fraction of what you’d have to spend on traditional dental-marketing techniques.
The Best Dental Facebook-Marketing Techniques to Build Your Practice
This definitive guide to dental Facebook marketing will walk you through the three things my team and I do to build dental Facebook-marketing campaigns for dentists around the world to help you do the same for your dental practice.
First, I’ll share the most important things you can do to build a dental Facebook page. The best dental Facebook pages have a few things in common. We’ll share what makes the best dental Facebook pages so great, and how you can do the same! If your dental office Facebook page is bland and ineffective, this section will help you give it life and get it ready to build fans and convert them to new patients. If you’re a dentist looking to build an individual presence on Facebook, this section will give you tips to build a great dentist Facebook page to build your individual reputation and following.
Second, I’ll share the best strategies for creating great dental Facebook posts. Creating social media posts for dentists is one of the favorite things my team does. I’ll share the best strategies for creating dental Facebook posts that will help you build a group of raving Facebook fans!
Third, I’ll help you plan and prepare the most effective Facebook ads. Facebook advertising for dentists allows you to reach people with unprecedented precision to help you get better and faster results at a fraction of what dentists and dental practices typically spend on dental ads in traditional media and other advertising. I’ll teach you how the best Facebook ads for dentists perform and how you can get the most effective Facebook dental ads strategies working for you.
If you’re ready to have the best social media marketing strategies for dentists working on your behalf to build the best dental Facebook page possible for your practice, the best dental Facebook posts building engagement and raving fans, and the most efficient and effective dental Facebook ads directing people to your special offers and dental marketing funnels, then follow the steps I outline in the rest of this definitive guide to dental Facebook marketing!
How to Build the Best Dental Facebook Pages
Every dentist or dental practice needs a dental Facebook page to act as their home base on Facebook and give them a platform to grow and connect with their patients, prospects, and Facebook fans. Here’s everything you need to know to build and optimize a Facebook page for your practice even if you haven’t opened the doors yet.
How to Build the Best Dental Facebook Page for Your Practice
If you haven’t set up a dental Facebook page for your practice or a dentist Facebook page if you’re a one-person shop, setting up a dental Facebook page for free is a simple five-step process. If you’re just getting started, don’t worry. The best dental Facebook pages all got started by following the same five steps.
To set up the best dental Facebook page for your practice, you first need to go to the Facebook page creation page. Most dental offices will select the “Local Business or Place” option on that page. After choosing the right option for your dental practice, enter your business category and practice contact information. Common options for business categories for dentists include “Dentist & Dental Office,” “General Dentist,” “Cosmetic Dentist,” and “Pediatric Dentist.”
After you set up your dentist Facebook page or dental office Facebook page, whichever is appropriate for your practice, you will next need to upload an appropriate Facebook page profile picture and cover photo. I suggest using a high-resolution, professional close-up of you for a profile if you’re building a dentist Facebook page, or of your logo if you’re building a dental practice Facebook page. Make sure your images are the ideal size for Facebook pages, which change from time to time. Any quality graphic designer or dental-marketing company will know the right size for a Facebook profile picture and cover image.
The best dental Facebook pages also have robust, custom profiles. Specifically, when first setting up your dental Facebook page, Facebook will ask you to enter a short description of your practice. Enter a couple of sentences to tell people what your practice is all about. Let them know why your practice is different. You will also be asked to enter hours of operation, team members, and links to your website. Fill out all the demographic and contact information possible.
You can also customize a button under your Facebook cover photo. By default, this is usually set to read “send message” and lets people message you on Facebook. You can change it to a number of things. For dentists, I usually suggest editing the button to allow people to schedule an appointment, but if you’re building dental-marketing funnels, you can also change it to send people to your dental marketing funnel or to learn more about your practice. You can also include links to your website or a dental marketing funnel in your about section.
If you already have a dental Facebook page, make sure your profile includes all the elements on this page and the additional tips for effectively using Facebook for dentists.
Specifically, to optimize an existing dental Facebook page, make sure:
Your dental Facebook page has complete practice contact information.
Your page has accurate hours of operation.
Your profile picture and cover images are professional, hi-res images that convey your practice culture.
Your about section includes complete and accurate statements about what makes your dental practice different.
You add trusted team members to your dental office Facebook page list of team members.
Your button under your dental Facebook page cover photo directs people to engage with your dental practice how you want them to, such as to send you a message or schedule an appointment.
With these things in place, your dental office Facebook page will be ready for posts and promotion so you can build a loyal audience and attract new patients to your office.
How to Grow Your Dental Office Facebook Page Following
Once your dental office Facebook page is set up and optimized, you’re ready to build your Facebook following and convert strangers into patients. The first thing you can do to start building your dental office Facebook page following is invite your Facebook friends to like your page. To invite your Facebook page to like your dental Facebook page, click the gray button with three dots on it under your Facebook page cover photo, to the left of your blue “Learn More,” “Schedule an Appointment,” or “Send Message” button. Next, click “Invite Friends,” and click the “Invite” button next to all friends you want to invite.
This is a quick and easy way to get your first one hundred or more Facebook fans. Although many of these people won’t be patients, they will be family and friends who know, like, and trust you; and your invitation to like your page might help you get some of them to become patients. Even if it doesn’t encourage them to become your patients, they will be likely to like, comment on, or share your posts when they appear in their timeline, thus increasing the odds of your posts going viral! You can also ask patients to like your dental office Facebook page when they come in.
With family, friends, and patients liking your page, you will be well on your way to growing your impact and reach through creating the best Facebook posts on your dental Facebook page and placing the best dental Facebook ads for specific promotions and additional reach.
In addition to asking friends, family, and patients to like your page, a great way to get people excited about your practice on Facebook is to create a contest where you hold a random drawing to give away a free treatment to one person who likes your page and then likes, comments, and shares a specific post within a certain timeframe. You could even ask your family, friends, and dental Facebook page fans to nominate someone else to receive the free service.
In my practice, we regularly give back through something we call Project Smile. We do everything on Facebook to reward people who follow our Facebook page and don’t even tell our patients. The way Project Smile works is we announce we will give away a free smile makeover and ask people to share our announcement post on their Facebook timelines.
The post we ask them to share asks people to nominate someone who deserves a free smile makeover with an image of their smile, so we can see if they’re a candidate. We narrow down the list, invite the finalists for a cleaning to take a closer look at their mouths, and then choose a winner for the full smile makeover. Our Facebook fans love following and sharing our Project Smile posts and often see what other services we provide and come to us for an appointment.
Between invitations, contests, and community- or giving-based promotions, your dental office Facebook page can build a large audience of raving fans for your dental practice.
In the next section, I’ll teach you how to draft the best dental practice Facebook posts to build raving fans and loyal patients from Facebook.
How to Create the Best Dental Facebook Posts
Many dentists get overwhelmed by the idea of coming up with content to post to their dental office Facebook page. The reality is, creating the best dental Facebook posts for your dental practice doesn’t have to be complicated. In fact, if you follow two simple rules, your dentist Facebook page can be full of high-impact posts that position you to build deeper relationships with existing fans and patients while attracting new patients into your chair.
How to Know What to Post About on Your Dental Office Facebook Page
The most important part about creating the best dental Facebook posts is to make sure your posts are interesting and engaging. Interesting and engaging posts by a page with likes from family, friends, and patients make it more likely that people will like, comment on, and share your posts. This is important because the more likes, comments, and shares your Facebook posts get, the more Facebook will show it to other people, and the more chance it has to go viral. Also, people are more likely to like, comment on, or share your dental Facebook post when they see others have liked, commented on, or shared the post, especially others they’re friends with on Facebook.
To make sure your posts are interesting and engaging to encourage people to like, comment on, or share them, it’s important that most of your posts aren’t promotional offers or even dental tips. Although some promotional offers and dental tips are fine, the vast majority of your posts should be about three things:
Facebook posts showing people your dental practice vision and story to let them know why your dental practice is so great
Community-oriented Facebook posts, such as events you’re participating in or hosting at your practice and other local businesses
Facebook posts highlighting great things about your team members and patients (with their permission, of course)
Testimonials from happy patients
These four types of posts help you get people’s attention on Facebook, make connections with the right people to grow your dental practice, and encourage people to like, comment on, and share in order to get better reach for your Facebook posts. They also make the promotions and dental tips types of posts get more attention, because Facebook will view your page as one with posts people want to see. Finally, they make it much easier to regularly come up with great fresh content for your page so your dental Facebook page isn’t inactive or full of promotional posts.
Creating Dental Facebook Posts About Your Practice Story and Vision
The best dental Facebook posts tell your practice’s vision and story so you can let people know why being your patient will be worthwhile. These posts show people the things you’re building toward (your vision) and the things you’re already doing and have done (your story). These posts humanize your practice and build connections.
In my practice, our vision is to have the best dental practice in the country that treats all our patients like the VIPs they are and delivers WOW experiences to everyone from the moment they walk in until they leave. For example, we provide complimentary gourmet coffees and teas, iPads and noise-canceling headphones to use during an appointment, and hand-and-arm massages by our trained staff to make sure our patients leave feeling more like they just visited a luxury spa than a dentist. We also commit to being active in our community and giving back to important causes.
These things are core parts of who we are as a practice, and we want everyone to know it, so we post pictures of our coffees and teas, our patients receiving their relaxing massages (with their permission, of course), of community events, and charitable initiatives. By regularly posting about who we are as a practice, we get many likes, comments, and shares on our posts and build deep relationships with our Facebook fans because they get to know who we are as a practice and will want their dental-office experience to be like our patients’ experiences!
Posts about events, companies, and people in your community are a great way to become known as a practice that’s active and involved in things that matter to your patient pool.
In my practice, we participate in charity runs, host food drives, and have events at our practice. We also form strategic alliances with different local businesses each month to offer special deals to their employees. If you do this, you can create a post announcing how excited you are to team up with the business.
Creating Facebook Posts Highlighting Team Members and Patients
Creating Facebook posts that encourage, congratulate, and promote your patients and team members are a great way to highlight people who often go unnoticed. Your team and patients are doing great things in your office and community. Let people know how excited and proud you are about them (with their permission, of course). These posts build deep relationships and get lots of likes, comments, and shares, too!
Posting Patient Testimonials to Your Dental Office Facebook Page
Testimonials from happy patients make great posts. You’ve earned those testimonials either through online reviews or testimonials given specifically to post to your dentist Facebook page. Like online reviews, patient testimonials allow other people to boast about why your dental practice is so great, which makes it more likely that people will view it as more trustworthy than if you tell people why your practice is so great.
The Best Types of Dental Facebook Posts on Your Dental Office Facebook Page
Once you know what the best dental Facebook posts are about, the next step is to make those posts interesting, varied, and engaging by posting them in different types of posts. Generally, you can and should post a variety of text, image, and video Facebook posts to get more attention and engagement without seeming repetitive and monotonous.
Most dentists are comfortable with text posts, but less are comfortable with video and image Facebook posts, so here’s how you can utilize videos and images on your dental Facebook page.
Creating Video Facebook Posts for Your Dental Facebook Page
Video is powerful on Facebook for three important reasons. First, video gets people’s attention, especially if their page is set to auto-play. Second, video makes better connections with people once you get their attention because it invites them into your practice, lets people make virtual eye contact with you, and allows them to hear your voice and see your expressions. Finally, Facebook loves video and will show your post to more people if it has a video.
Video posts on Facebook for dentists doesn’t have to be complicated or overproduced. In fact, a good cell-phone camera can be even better than a heavily-produced video because it seems more real and not like a stuffy company.
Great uses for video on Facebook posts include Facebook Live video office tours, short recorded video patient testimonials, Facebook Live video Q&A sessions for your patients and the community to ask you what’s important to them, Facebook Live or recorded videos of community events, recorded video highlights, and explainer videos with tips about dental insurance, teeth care, new procedures, and more!
Creating Image-Based Facebook Posts for Your Dental Facebook Page
High-quality image posts get people’s attention on Facebook and encourage more engagement than text posts. Some of our favorite ways to use images for my practice and our dental marketing clients include to show high-quality images of what makes your practice great, like a picture of the iPads we let our patients use and our gourmet-coffee-and-tea station.
Other ways to use image posts with dental Facebook marketing include posting images announcing community events, celebrating patient accomplishments, showing off how great your team is, and highlighting new procedures and equipment.
Like dental Facebook video marketing, dental Facebook marketing with images doesn’t need a professional setup. My two rules for creating the best image-based Facebook posts are that a well-lit image you take with a quality cell phone is the best type of picture, and if you can use a picture you take of real patients, team members, and doctors, that is generally better than using a stock image. You can make great impacts with high-quality stock images, but nothing connects with people on Facebook like well-lit, authentic pictures of real people and your real office.
The Best Facebook Ads for Dentists
The real power of Facebook for dentists is your ability to post highly targeted Facebook ads. Facebook knows more about their users than almost any company in the world. They know their income, net worth, location, interests, behavior, family status, age, and more.
For advertisers like dentists and dental practices, this information is highly valuable, because it allows you to target the right people with your ads and only pay to reach people who are likely to take action on your ad.
Here are three important steps for successful Facebook ads for dentists.
Improving Your Dental Facebook Ads By Improving Your Message
Before placing dental Facebook ads, be sure each post has an objective. Otherwise, you won’t know who to target or what to say, and the people who see your dental Facebook ad are unlikely to take action. Here are eight common goals for dental Facebook ads:
1. Building awareness of your dental practice’s culture 2. Showing people what makes your practice different from other practices 3. Talking about your services and how you can help people 4. Highlighting testimonials of happy patients 5. Attracting people into a dental marketing sales funnel 6. Filling spots left open by last-minute cancellations 7. Promoting a specific procedure you want to highlight 8. Introducing a new dentist or team member
Once you know the purpose of your dental Facebook ad, you will have a better understanding of whom to target and what to say to get people to take action to help you achieve your goal.
Improving Your Dental Facebook Ads By Improving Your Targeting
Once you know the goal for your dental Facebook ad, make sure you target each of your dental Facebook ads to the people who are most likely to resonate with it and take action. Here are a few examples of how to match your dental Facebook ad targeting to your goals:
If you want to build awareness of your dental practice culture, you might not want to target current patients, because they will know your culture, but you might target an audience Facebook can generate that is similar to your patient population. This is called targeting lookalike audiences.
If you want to fill spots left open by last-minute cancellations, your current patient population is likely going to be your best bet at achieving your goal, perhaps by offering a free upgraded service or discount to the first person who takes action.
If you want to advertise dental savings plans, you might consider targeting retired people who no longer have dental insurance.
If you want to promote a new service, targeting current patients will be more likely to lead to people taking action.
If you want to get people into a dental marketing sales funnel, you can target people who have been to your website (called “retargeting” in the Facebook marketing world) with an ad that gives them a call to action to download a free guide or come in for a consult based on the pages they viewed on your site.
Improving Your Dental Facebook Ads By Choosing the Best Images, Videos, and Copy
Certain words drive people to take action more than others, especially across audiences. The same is true with images and videos. Once you know what you want to accomplish and who you want to target, test different versions of your copy, images, and video. You can do this by creating a split test in Facebook’s ad manager.
Split-testing dental Facebook ads is one of the most powerful ways to lower your advertising costs and getting better results, because it’s not always possible to know what words, image, or video will resonate at any given time.
Split-testing Facebook ads is also easier than you think. In its basic form, to split-test a dental Facebook ad, all you need to do is create an ad, duplicate the ad, replace the text, image, or video, and submit. Here are detailed instructions on how to create a split test in Facebook.
When my team runs dental Facebook advertising campaigns for our dental-marketing clients, we always split-test the dental Facebook ads we set up. By doing so, we lower costs and get better results. To achieve these results, we set up the split-test with a small budget of $3 to $10 per day until we learn which version of the dental Facebook ads is performing the best. Once we choose the winner or winners, we shut off the underperforming ads and let the winners run with an appropriate budget.
Are You Ready to Have the Best Dental Office Facebook Marketing Working for You?
Social media marketing for dentists can be the most powerful way to grow your dental practice, or it can be a complete waste of time or money. By far, the best way to get the highest return on your time and money is Facebook for dentists.
My team has helped hundreds of dentists increase profits, attract new patients, improve social media presence, and lower their advertising costs using Facebook.
If you’re comfortable doing it yourself or having your team do it with (or for) you, I’ve created a full Facebook Mastery course as part of Platinum Mastermind, my online learning center with full step-by-step instructions on everything you need to run and grow your dental practice.
Are you spending a fortune on slow, inexpensive, and ineffective marketing for your dental practice? If so, Facebook marketing might be your solution.
Using Facebook to market a dental practice can help you stop mailing flyers and overpaying for TV and radio spots that don’t bring the right people in the door. Instead, you will be able to get a steady flow of patients with a fraction of the marketing budget.
Facebook has turned the marketing world upside down. You don’t have to have a huge budget or spend a lot of money on overpriced designers anymore. Here are five tips to help you use Facebook marketing to grow your practice.
1. Make sure you’re targeting the right people.
The level of control you have over who sees your ads on Facebook is unprecedented. You can build audiences based on age, location, interests, income, and other key information, and even a combination of a number of qualities.
Unlike traditional dental advertising, you no longer have to spend a lot of money and hope to get the right results. Instead, you’ll spend less money and get your ads directly in front of exactly the right people.
Even better, targeting the right people is really easy to do. I walk dental bosses through it during my growth and marketing challenges and they all catch on right away.
2. Take advantage of retargeting.
We all know the phrase that it takes multiple touchpoints to build any relationship. It’s no different in dentistry. Retargeting is using Facebook ads to create multiple touchpoints with people.
With Facebook retargeting, you identify people who looked at your ad but didn’t sign up. Then, you send special content directly to those people.
Retargeting is one of the most powerful ways to promote your practice because it allows you to target people who are already both familiar with you and interested in your offer. All you need to do is create content that addresses common objections to moving forward.
For example, sometimes people click on your ad, get distracted, and move on. They just need you to pop up again so that they can reconnect. However, other people might click and then think, “I don’t want to go to the dentist, it’s scary and it might hurt.” A retargeting ad that speaks to pain-free dentistry and shows how calm the process can be could help you convert that person to a patient.
3. Take control of your Facebook budget.
What’s so amazing about marketing on Facebook is that you can decide exactly how much to spend. You’re already saving money by using Facebook marketing to target a very specific group of people and because Facebook charges far less than other forms of advertising.
But you can also set a fixed budget so you can calculate exactly how much you’re spending on each lead — and exactly how much you’re spending to get a new patient in the door.
In fact, a lot of the dental bosses who go through my training reach leads for 1-3 cents each. In other words, for every dollar they put into Facebook advertising, they’re reaching between 30 and 100 potential new patients. We’ve seen cases where dentists put in as little as $4 to get new patients booked for high-end cosmetic dentistry procedures, too. You can’t get that kind of ROI with traditional marketing.
4. Move quickly.
Facebook marketing is much faster than traditional media platforms.Takedirect-mail campaigns, for example. You need to design a mailing, hire someone to write it, and get it proofed, printed, and delivered before anyone even sees it. That could take weeks.
Radio and TV are the same. You need to write, record, edit, buy the ad space, and get it played. All of that takes weeks — and then you have to wait even longer to see how people respond to your ad.
With Facebook marketing, you can have an ad up and running to a highly-targeted audience with a compelling offer within minutes. And you can have new patients in the chair within days, long before traditional campaigns were even designed.
5. Embrace the flexibility that Facebook marketing offers you.
With traditional marketing, after you’ve waited weeks to get your ad in front of people, it takes even more time to gauge the response. And if something isn’t working, you need to go back to the drawing board for another expensive and time-consuming round of edits.
With Facebook, you can see right away whether a campaign is working the way you want. If it’s not, you can edit and improve it with a few clicks.
Are you using Facebook to grow your dental practice?
If you’re still marketing your dental practice like it’s 1999, you’re likely spending way too much money and getting lackluster results. Save some money and improve your results by using Facebook to market your dental practice.
And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing together. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
If you’re ready to get new patients using social media but don’t know how, these four simple tips can help. Before social media, marketing a dental practice was slow, expensive, and inefficient. A single ad would take days to create and weeks to reach your audience. If you needed to make a change, you’d have to start over, spending days more creating the ad and weeks more waiting for the new ad to reach people.
With social media you can move much faster and more efficiently. You can create an ad that reaches people within minutes. And if you need to create a change, you can do it in minutes, too.
Even better, the cost to reach people using social media marketing is much more cost-effective than in traditional platforms. With my practice, I get more patients using a $500 per month social media budget than I was getting spending thousands on traditional marketing methods.
If you want to use social media in your dental marketing plan, these four tips can help. Tip four, alone, is a gamechanger.
1. Set a strong foundation.
Too many dental practices sign up for social media accounts and immediately start blasting marketing messages to the world. They move forward without a plan, goal, or foundation in place. That’s a surefire way to get frustrated. Within days, they run out of things to say, begin to think social media doesn’t work, and give up.
To avoid this, plan a few ideas for how you will create content that dental patients are likely to connect with. What is your practice story? What is your practice known for? What can patients expect when they come to your office and what do you do differently? Do you give hand and arm massages like we do in my practice? Do you provide gourmet coffees and teas?
Write down the answers to all of those questions. Be as specific as you can. Then, for each question, write down why that item is important to potential patients.
For example, if you give back to your community, write down all the ways you give back. Then, write down why you give back. Did you grow up in the area? Do you want to make a special impact on the neighborhood? Or, do you want to help advance a cause or solve a local problem? Write those down. Soon you will have a long list of content about what your practice does differently than others and the reasons why those are important to you.
The answers to those questions give you a strong database of content that builds relationships with potential patients.
2. Regularly create sharable content.
Take a look at your social media accounts. How much engagement do you get? Do a lot of people like or love your posts? Do they comment or share? If not, begin to focus on making emotional connections with your social media following.
Ask yourself why someone would want to share your content. If you only post about dental care, nobody will share that. But what if you post about how you impact your community or all the amazing things your patients are doing in their business and personal lives? How much more likely will people be to share those posts?
You can also share video testimonials and office tours explaining all the things your patients experience and why you do it. Think of all the things that make your practice unique. For example, one thing that makes my practice different is that we have the kids go to the toy box before their appointment. This allows us to make friends first. Kids and parents love it! When we share about this on Facebook we get strong engagements from parents who know the difference this small change can make to their kids’ dental experience.
3. Run community engagement campaigns.
One of the best social campaigns you can run is what I call community engagement campaigns.
Examples of community engagement campaigns include Project Smile Makeover competitions and gift card giveaways donated from local businesses in your community. They also include things like Tooth Talk Thursdays, and even crowdfunding campaigns to raise money for local charities.
Community engagement campaigns work well because people will want to share them. When done well, hundreds or even thousands of people in your community will see them.
4. Always offer people the next logical step.
With a strong foundation, shareable content, and community engagement campaigns in place, you will be ready to achieve incredible growth and connection. You will grow your followers and build trust and familiarity with people in your community. That level of following and trust will position you to convert social media fans to patients at a much greater clip than before.
With social media, however, it’s critical to actively offer people the next logical step to moving forward if you want to convert followers to patients. People will rarely take the next step without you asking them to do so.
While there are several ways to call people to action, one of the best ways to do so while achieving a high return on your investment is to place targeted ads for high-dollar services, such as dental implants. Your ads can direct people to a dental marketing funnel, to schedule an appointment online, or even to take an online quiz to qualify for a free consultation.
Are you ready to get more patients using social media?
Now that you've gained clarity about how to use social media in your dental marketing plan, it's time to take action.
All these additional requirements and sensitivities make it even more important to be efficient and effective with our marketing strategies. We need to maximize the efficiency and effectiveness of all of our marketing efforts. Here are three ways to get better marketing results without having to spend more time and money on your marketing.
1. Involve your patients in your marketing.
Some of the best dental marketing campaigns are the ones that get your patients involved in spreading the word about your practice. At my practice, we like doing coloring contests, clothing drives, and thirty-day floss challenges with our patients.
Patient involved initiatives like these offer great ways to spread the word about your practice while building deeper relationships with current patients.
To involve your patients in your marketing start by choosing a campaign that involves your patients. We’ll use a coloring contest as an example. You can give away free dental care or even gift cards to local shops for winners. Then, hang flyers around your practice so everyone who comes in can see what you are doing. Have your team members encourage patients to submit an entry to the coloring contest, too. In addition, send out emails to your patients about the contest to get patients who are not scheduled to come in involved.
As you get entries, share pictures of the entries on your Facebook page so all of your Facebook fans can see the camaraderie you have with your patients. And involve your team or Facebook fans in choosing a winner. You could even put all the entries on your Facebook page and hold a public contest where the pictures with the most likes and shares wins. That will make it so your patients share posts with their friends and family members and encourage them to interact with your Facebook content.
When we involve patients in our marketing, we create tremendous goodwill and excitement about our practice. People see our practices differently. And they spread the word to their family and friends. And all that leads to spreading the word about your practice.
2. Get your community to market our practice for you.
It’s a lot easier than you think to get your community excited about what you’re doing in your practice. If you’re doing something like a Project Smile makeover competition or treating kids for free one Saturday, your community will likely be very excited to help you spread the word. And the fastest and easiest way to do that is to do a Facebook Live letting people know what you’re doing.
When done correctly, you can have thousands of people in your community seeing and sharing your message. Just start a Facebook live, introduce yourself, let people know what your practice is known for, and tell them what you’re up to. Then ask them to take part and spread the word. Your energy and authenticity will go a long way to ensuring they share your message with their friends and family
After you record your Facebook Live, share the link with your patients by email and ask them to get involved, too. As they watch and share your content, your reach will continue to grow.
3. Think through what great experiences you’re providing for patients in your practice.
If you’re giving patients amazing experiences your marketing can get even easier. For example, in my practice, one of our primary goals is to ensure patients leave feeling pampered. When they arrive, we give them a tour of our practice. We show them our core values. We let them know what we’re known for. We show them new technology, safety measures, and more. We also give them warm peppermint-scented towels to wash their faces and give them gourmet coffees and teas.
Of course, we also provide top-quality dental care on top of all the benefits and amenities After all that, our patients frequently tell us how much they look forward to coming to the dentist. Imagine that!
At the end of each appointment, we ask patients, “How was your experience today?” When they let us know it was amazing, we ask, “Would you be willing to do a quick video to share that experience? There are so many people who are afraid of going to the dentist, it just might change someone’s life.”
You might be surprised by how many people say yes. When they record a video, we can then share it on social media and to our patients by email.
By giving amazing experiences everyone wins. Our practice becomes more enjoyable for us and our patients. And we get patients regularly recording videos encouraging people to come to our practice. While us telling people why our practice is so special is helpful, patients telling them is even more helpful
Are you struggling to market your practice?
If you’re struggling to market your practice, patient participation, community involvement, and experience enhancement might be what you need to start marketing like a boss.
If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering special value for you and your teams!
What’s your story? Every dental practice has a story and sharing your story with patients can do remarkable things for the growth of your practice. But, how can you tell your story in the most authentic way possible?
Joshua Scott, the CEO of Studio 8E8, believes that creating authentic stories and bringing your story to life is key if you want to ‘captivate and connect’ with people. Studio 8E8 is dentistry’s story-driven marketing agency.
I’ve always believed that stories are the heart of a great dental practice, which is why I’m a huge fan of Studio 8E8 and how they can help dentists create incredible campaigns and strategies. I’m thrilled to have Joshua Scott join me on this episode of the Delivering WOW Podcast to learn more about his business and how they can help propel growth.
(On a side note, we recorded this episode just before the last Delivering WOW Summit in New Orleans. Joshua had some great insights, so I wanted to share this episode with you and who knows, maybe you’ll catch Josh at the next Delivering WOW Summit!)
In this episode, we discussed:
How Studio 8E8 helps dental practices tell their stories
Discovering your story and learning how to tell it the right way to the right people
The importance of using authentic story-driven marketing and how this type of marketing can help grow your practice
Using video to tell your story, gain credibility, and engage with patients
Why you need a stand-out website to catch patient’s attention
Want to learn more about Studio 8E8?
Head over to the Studio 8E8 website to find out how they can help you bring your story to life!
Waiting rooms are far from being the most exciting places in the world. However, there is a way that you can make your practice’s waiting room entertaining, educational and even (dare we say it) fun for patients.
On this exciting episode of the Delivering WOW Podcast, I’m joined by Dr. Michael Sernik, the CEO of Channel D, a company that creates fun, engaging, and customizable videos to play in your dental office reception area. Their bite-sized videos are high-quality and designed to stimulate interest in the treatments your practice provides. You can even customize videos to incorporate things like your team’s photos, names, logo, and a call to action that drives engagement and practice growth.
Channel D is so creative and unique. By showing short, fun, and informative videos to patients as they wait in your reception area, you can keep them entertained while showcasing a consistent message that educates patients on your latest treatment options. This is an incredible service that I highly recommend, especially if you want to make sure your patients come back to your practice for their next dentist appointment.
In this episode, we discuss:
How Channel D was founded and what they are known for
How dental videos can create interest in your treatments
How to drive patients to accept treatment by focusing on the damaging result of the existing condition
The importance of using videos that contain emotional triggers and humanize the dentist
A brief overview of the process of working with Channel D
Tips to get patients to pay attention to your videos
How dental videos for your waiting room can help improve your team’s clinical knowledge
You can sign-up for a two-month FREE trial with Channel D by heading over to their website and subscribing (no upfront fees and no commitment – you can cancel your subscription at any time).
With the pandemic, there’s no denying times are different. We're all making big adjustments to be careful about Coronavirus—especially business professionals like dental practice owners. As we begin to reopen, we need to take control of our marketing efforts to make sure we get the right return on our investment over the long-term.
That means truly understanding our audience and then taking three simple steps to ensure your marketing fulfills your intended purpose. That's always the case. But it's even more important when marketing through turbulent times. Earlier, we talked about some of the mechanics of impactful marketing during a pandemic.
Today, we're going to talk about how to craft effective marketing content during the COVID-19 pandemic. As you'll see, it's as easy as three simple steps.
1. Take time to understand what your marketing campaign's ideal audience wants and needs.
Often, the dental services we promote vary. That means our audiences and messaging needs to vary as well. Now is no different. Take a moment to understand exactly who you want to reach with your marketing. Are you looking to reach emergency dental patients? Are you looking to reach current patients? Are you going to be talking to others in your community?
Once you know your audience, craft content that matches what they want to know. For the community, you might want to show your social responsibility as a dental practice and business. If you want to talk to current patients, you might want to craft content about safety and cleanliness. If you want to reach emergency patients, you might want to discuss virtual consultations, safety procedures, and readiness to serve.
2. Create content that directly addresses the ideal audience member's needs and desires.
Once you understand what your audience wants, create content that directly addresses it. For example, if you're creating an ad for emergency patients, you will get better results with a video describing safety measures than an image showing you wearing a mask. That's because the picture only implies you have safety measures in place. Your video will directly address all the safety measures you have in place.
This is another rule of thumb that matters regardless of the pandemic. When you’re creating any content for a marketing effort, make sure the content directly addresses what your audience wants and needs from a practice like yours.
3. Include a simple call to action.
Once you create the right content for the right people, add a simple call to action at the end to let your audience members know exactly what to do next. Is the next step to schedule a virtual consult? Tell them and include a link to schedule. Do you want them to call your office to make an appointment? Say so and include your phone number.
Make it as easy as possible for your audience members to take the ideal next step based on your marketing campaign and you will get much better results from your marketing.
Are you crafting impactful marketing content for your dental practice?
If you've struggled to achieve a high return on investment on your marketing, these three steps will help.
If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering special value for you and your teams! If you have been wanting to dive into Facebook Marketing though our Facebook Bootcamp Program, now is also a great time to start preparing for when you reopen!
When times are slow, understanding what to do to work on your business can be challenging. But when you find the right opportunities, you can create momentum to help you come back stronger than ever.
Three of the most important parts of our businesses we can strengthen during slow times are our practice vision, branding, and systems. Together, they define where we are going, the relationships we build to get us there, and the methods we will use to achieve our vision. Here’s how to improve each of those areas when times are tough.
1. Refine your vision.
If you don’t have a practice vision, it’s tough to make strategic decisions. That’s why it’s so important to have a practice vision. It guides you in making decisions that lead you closer to your vision. Slow times are prime opportunities to revisit and refine your vision.
Refining your vision can be as simple as asking yourself questions about where you want to go in your business or personal life. How many days do you want to work every week? What roles do you see as being most important in your practice? What do you want to be able to delegate to others? Would you rather focus on the business side of things and be a practice owner or would you like to have somebody else manage the business side of things so you can just do dentistry? What type of practice culture do you want? What do you want patients to feel when they walk in the door?
Write down your answers to these questions and start thinking about any changes you need to make to build a practice consistent with your vision.
2. Work on your branding.
What do you want patients and people in your community to say about your practice when you are not around? It doesn’t matter how nice your website is or how pretty your logo is, your brand is determined by your reputation among your patients and the community. If they think your practice is high quality and spa-like, that’s the brand you have. If they think your practice is behind the times, that’s the brand you have.
Take a look at how your practice is presenting itself to your patients and the community. What do you think those messages are causing people to say about your practice? Does it match what you want them to be saying? If so, great! Lean into that and think of ways to do even more when things pick up. If not, what do you need to change?
3. Improve your systems.
Your operations are a sum of the systems you have in place. Do your systems make your business run like a high-quality engine? Do your patients get a consistently WOW experience at your practice? Are your team members consistently performing? If consistency is a problem in your practice, better systems are your solutions.
What are you doing to work on your business right now?
While the pandemic might make things feel hectic right now, this slow time offers a great opportunity to work on our businesses even if we can’t work in them in the moment. Eventually, this time will pass and we’ll all be back in the swing of things. Taking time to work behind the scenes will make our practices stronger than ever once everything turns around.
During crises, people’s natural instinct is to stop marketing. While that’s a smart instinct, completely shutting down and going into hiding can cause even more damage to your practice than the crisis itself.
With the COVID-19 crisis, for example, a large percentage of the world is sheltered in their homes. Many practices are closed. Some are open only for emergencies. So, continuing your normal ad strategy of promoting high-value services like Invisalign or crowns is not money well spent.
But what about continuing to build relationships in your local community? What about being a source of joy, help, and inspiration for people stuck in their homes? Is that money well spent? Absolutely, if you do it right.
Right now, with so many businesses turning off their ads, it has resulted in more supply and less demand for Facebook ads. That means the costs for ads have come down significantly and we can make an incredible impact on our community while strengthening our practice with a very small ad budget. Here’s how.
Share community-building posts and start a fun challenge on your practice page.
During crises, we might not want to spend money promoting services we aren’t providing. But we do want to make sure we are still connecting with our communities, helping them get through being at home.
That means continuing to share videos from our homes. My team and I have made videos telling people we miss them and letting them know we can’t wait to see them when things settle down. Those videos help us stay in touch with patients and reach new ones with a caring message of positivity.
In addition, this is a great opportunity to connect with a fun at-home challenge, like a push-up or squat challenge that promotes healthy habits. It doesn’t matter if you can’t do push-ups or squats. Those are just details. Do something. Jump rope. Do jumping jacks. Do arm curls. Dance for thirty seconds. Anything that is fun and gets people moving will work.
It doesn’t have to be perfect. I’m not great at exercise. It’s fine.
Then, post your challenge video on your practice Facebook page with a caption that reads, something to the effect of “Let’s get moving. Post your videos to our page in the comments so we can exercise together while we’re all at home. Then tag a friend to challenge them to do the same”
Get your whole team in on it, positing videos in the comments to start building momentum. This will help your post start to go viral—and you know I’m all about getting videos to go viral.
People will love this type of post and feel closer to you because of it. You’re connecting with your community. You’re getting them moving. You’re getting them off their TVs, off their sofas, for a little bit and just moving and thinking about fitness.
Share your post on your personal page to continue building momentum.
After you post it on your practice page, share it on your personal page with all of your Facebook friends.
Not only does this spread a positive message but it also helps build your Facebook audience for future advertising. Anytime someone watches the video, Facebook will register anyone who watches the video as a three-second, 25%, or 50% video view.
That means you can create a Facebook target audience of anyone who watches the videos in the future.
Increase organic engagement.
Anytime you have someone engage with your post with a comment, like, or share, that is considered “engagement” from Facebook. So getting your team members involved and everyone sharing the post to close friends will naturally increase organic reach.
You can also ask some friends who you know to participate by posting videos to your practice page and personal post. Ask them to help you spread joy. Ask team members to do the same to help you build strength for your practice for when things settle down.
All of this organic engagement will tell Facebook that your video is something people enjoy. Facebook doesn’t watch our videos. But they calculate how many people engage with our posts. The more people engage, the more Facebook will promote our posts for free. That means, calling out friends in the comment to take the challenge and call out more friends will help.
If you’re a member of a Facebook group that allows sharing posts like this, share it there, too. For example, when I taught this marketing strategy in their posts in the group so the 15,000+ people could help create organic engagement for you.
Some groups won’t allow this, so be sure to follow group rules. But in these times, I want to help as much as possible so I invited people to share their video.
Boost to your local community.
So far, everything we have done has been organic. I’d highly encourage you to invest a few dollars boosting your post to your local community. If you already have your dental practice’s Facebook target audiences set, boost your post to them. If you have your Facebook super audience set, boost it to that audience. I suggest starting with just $25.
When you boost, you want to make sure you filter so your boost is only to your local community. If you have people from outside your community who like your page or on your personal feed, your organic reach and organic engagement will be from the world. But I only want you paying to reach people in your local community to get the best return on investment.
Your challenge is to start a challenge.
Anytime we have situations like what we have now, we focus more on planting seeds for the future. Facebook costs are low now. Grow your audience and help bring a positive message to your community.
Now is the time to show up and shine brightness in your community. When the market normalizes, we will be in a much better position to come back stronger with ads letting people know we are open.
If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering 4 Weeks Free Training for you and your teams! If you have been wanting to dive into Facebook Marketing though our Facebook Bootcamp Program, now is also a great time to start preparing for when you reopen!
And be sure to join the Delivering WOW Dental Hangout Facebook group to connect with, support, and get support from other dental professionals working hard to strengthen their practices, even in tough times.
In our always-connected times, marketing has moved away from flyers and word of mouth referrals (though they’re still helpful!) and towards digital and internet marketing.
For some people, this is exciting. For others, it’s like a nightmare come to life!
If you know you should be marketing your practice online but don’t know where to start, Adam Zilko is one of the best people you could ask. His company, Firegang Dental Marketing, works with dental practices across the country to make marketing work for them in a way that is reliable and provably effective.
Well here’s the great news – you don’t need to find Adam to hear his advice, because he’s my guest on this episode of the Delivering WOW podcast!
We talk about digital strategies for dental practices and Adam shares a very special offer for Delivering WOW listeners.
In this episode, we discuss:
What Adam and his team at Firegang Dental Marketing do
Whether it’s better to handle marketing in-house or with an agency
The best way to start marketing your practice online
Why data is the foundation of great marketing
How to not waste your money with digital marketing
If you’d like to find out more about Firegang Dental Marketing, check out their website or give them a call: (800) 398-0979. And don’t forget to get your exclusive Delivering WOW deal from Adam here. If you’re a member of my mastermind, you can unlock your own unique deal here!
Check out this short video trailer of the episode where Adam Zilko shares his online marketing tips:
I’m thrilled to welcome Tom Brown, the Vice President of Sales at LocalMed, onto this episode of the Delivering WOW podcast. Tom is an old friend of mine and we go way back. I’m also happy to announce that he will be joining us at this year’s Delivering WOW Live Summit event, which takes place in New Orleans, LA on March 13-14th 2020!
Tom has over 20 years of sales leadership experience and has a very unique relationship style, process-oriented approach to sales. He is very passionate about helping dentists grow their practice using real-time online scheduling. LocalMed makes it easy and convenient for any patient to book an appointment with your practice. Not only that, but patients can book an appointment even when your dental practice isn’t technically closed, ensuring that no patient’s inquiry is left unanswered. With LocalMed, your dental practice is open for scheduling 24/7 and makes things like scheduling appointments and synching them up to your calendar a piece of cake.
Almost everyone I know in the dental community is a client of LocalMed, which speaks volumes about the company’s ability to really help dentists grow their practice. In this episode, Tom talks about LocalMed in more detail, revealing who they are, who they serve, and how they can help scale your dental practice.
In this episode, we discuss:
How LocalMed has grown since its launch in 2011
What LocalMed is known for
How dental practices can use it to schedule appointments
How to increase patient retention
How LocalMed can help reduce no-shows and cancellations
Tips to make booking appointments with your practice easier for patients
To learn more about LocalMed, you can give them a call at (888) 203-75331 or visit their website to schedule a demo.
If you’d like to book a ticket to the Delivering WOW Live Summit 2020, which has been named the ultimate event for dental practices, go to: deliveringwowsummit.com
Check out this short video trailer of the episode where Tom talks about scheduling appointments online:
It used to be that you could hang a sign up in front of your dental practice with the word “Dentist” on it and you’d be one of the only dentists in town. Locals would stroll through your doors when they needed to get treatment because you were the closest and most convenient clinician around.
Unfortunately, it’s not so simple to get patients to come to your practice anymore. Competition is bigger than ever, and patients have access to more information than before. That means we have to adopt a different mindset when attracting new patients as well as to retain existing patients. When we do, we can attract the patients we want to grow our practice and then retain those patients for the long term. Even better, we can get those patients to sing our praises online and tell their family and friends about us, making our marketing efforts even easier.
Here are two ways to attract and retain patients no matter how competitive a market you practice in.
Make all patients feel like VIPs.
When a patient comes in for treatment, they aren’t too concerned about your clinical skills. They have already concluded that you know how to treat them. In fact, most assume you do because of your training. Thus, while it’s obviously important that you do an amazing job, quality clinical care isn’t a selling point. Making all patients feel like VIPs is a selling point. Treating all patients like VIPs creates loyalty with current and new patients and gives you great content to use in your marketing campaigns.
What’s your office environment like? Patients care a lot about how the environment made them feel. A comfortable waiting room with access to magazines that interest them and coffee they like turns what most people expect to be a boring experience into a relaxing one. Having iPads with music people can enjoy in the OP as they receive their treatment can make a stressful experience more pleasant. The list goes on.
Too many practices overlook the experiences they provide to patients but just a few small tweaks can often help attract and retain more patients, especially in a competitive environment.
Create a WOW online presence and get patients to share their experiences online.
In this day and age, everything is on the internet, and online reviews are becoming more and more important. There are sites like Yelp and Google where you’ll be graded on a scale of 1-5 stars and people will talk about their good, bad, or ugly experience at your practice.
If you don’t match your online presence to the in-office experience you provide, you could lose a lot of potential patients. When patients see your marketing, they will often visit your website. Does it demonstrate the look and feel you want to convey in the market? Make sure your online presence matches your dental brand. If you need help, here are seven ways to supercharge your practice website.
Also, you can be sure that many new patients have analyzed your online reviews before they came into your practice for treatment. If another practice has a 5-star rating with great online reviews and you have a 3-star rating with only a few mediocre online reviews, who do you think they’ll go to for their treatment?
Are you attracting a regular stream of loyal patients?
Do you consistently have trouble getting patients to come in and then stay loyal customers? Getting in your patients’ mindset to make them feel like VIPs and get patients talking about their positive experience with you can help you attract and retain patients in even the most competitive markets.
When you first get started with the marketing strategies I teach, you might be surprised by how simple they are at their core. Whether it’s Facebook marketing for dental practices, dental marketing funnels, or any other strategy I teach, all of them boil down to applying what has worked for decades to the modern world. By doing so, we are able to get better, faster, and more affordable results.
For example, dental marketing funnels involve taking the conversations we used to have with patients in person on webpages and email. Boosting Facebook Live videos to thousands of people moves the videos we used to display on television to social media. And Facebook advertising helps us send targeted ads to people we used to only target through postcards. With all of the things we teach, all we are doing is using modern tools to get better results from the things that have worked for decades.
The same is true for collecting online reviews. Whether it’s a restaurant or a dentist, prospects often search Google before going to a business. So, whether someone gets referred to our practice or finds us because of a Facebook Ad, chances are they will search for reviews before making an appointment. Here’s the simple two-step process we use to get online reviews from our practice.
Step 1: Provide an experience people can’t stop talking about.
It is pretty easy to get reviews if you don’t skip this critical first step. When patients have WOW experiences at your practice they won’t be able to help but talk about your practice. They’ll tell you and your team how amazing their experience is. They’ll talk with friends, family, and coworkers, too.
Are you providing experiences your patients will talk about? It doesn’t have to be complicated to do so. For example, patients love when we provide warm peppermint-scented towels after treatment, give office tours, and kids go to the toy box first. It’s so much different than most other dental practices.
In addition to providing experiences unlike other practices, giving patients WOW experiences builds deeper relationships than they get anywhere else. That makes them more likely to want to reciprocate all the goodwill you build up with them. And two of the most common ways patients reciprocate are leaving online reviews and telling their friends, family, and coworkers about you.
Step 2: Ask patients about their experience after every appointment.
At the end of each visit, ask your patients, “How was your experience, today?” If you’ve treated them to a WOW experience, the answer will inevitably be something along the lines of “Amazing!”
Once they answer, thank them for the feedback. Then let them know you are trying to help patients who are afraid to go to the dentist because of past experiences and that you will be sending them an online review link and it would mean the world to you if they would share their experience with others. Let them know that patients often say that online reviews gave them the courage to go to the dentist for the first time in a long time. Also let them know that sharing their experience could be the push someone needs to get the care they need to change their life.
Asking about their experience and connecting it to helping others helps transform your request from asking for help to something with a deeper meaning. We can’t just expect people to enter a review when they get an automated text or email. You have to make a connection with them so they want to help you and others.
Are you struggling to collect online reviews?
Everything I teach is old-school word-of-mouth marketing with a modern twist, utilizing social media and other technological advances to help us get better results in less time and on smaller budgets. Many times—like this—old-fashioned patient care combined with modern technology is the best mix for success. Build deep relationships with your patients and use technology to make the process simple and easy.
Using social media well can help you grow your dental practice with a fraction of the marketing budget you would need for traditional dental marketing. Despite that, many dental practices struggle to use social media well. They might post for a few days and quit after not seeing results. Some spend months, still with no results.
If you’ve struggled to grow your dental practice using social media, you might only need a few small tweaks to your plan. Here are four simple steps you can use to achieve massive results using social media.
1. Set a strong foundation.
Too many dental practices sign up for social media accounts without a plan, goal, or foundation in place for achieving success. Without a plan, they end up becoming frustrated fast. They quickly run out of things to say and end up losing momentum.
To avoid this, plan a few ideas for how you will create content that dental patients are likely to connect with. What is your practice story? What are your core values? Why should they choose your practice instead of another? What can patients expect when they come to your office? What do you do differently? Are you committed to spa-like experiences? Do you give hand and arm massages like we do in my practice? Do you provide gourmet coffees and teas? Are you involved in your community?
Write down the answers to all of those questions. Be as specific as you can. Then, for each question, write down why that item is important to you and potential patients. For example, do you give back to your community? If so, write down all the ways you give back. Then, write down why you give back. Did you grow up in the area? Do you want to make a special impact on the neighborhood? Or, do you want to help advance a cause or solve a local problem? Write those down.
Soon enough you will have a long list of the things your practice does differently and the reasons why those are important to you. You’ll be ready to start posting, warming up your audience to get them engaged with, talking about, and interested in your practice. Many will start looking forward to your next post, even. And you will start building a group of raving fans online.
Way too many practices skip setting the foundation and creating content that builds relationships with potential patients. They jump right into sharing posts without any plan or focus. When that happens, performance suffers.
2. Regularly create sharable content.
With the strong foundation in place, you’ll be well on your way to sharing content people engage with, liking, commenting, and even sharing your posts on their feeds. Take a look at your social media accounts. How much engagement do you get? Do a lot of people like or love your posts? Do they comment or share?
If you can consistently create content other people share on their timelines, everything you do on social media will become easier and more effective.
To do so, focus on telling stories about your practice and how you’re impacting your community and patients. How are you serving your community? Share videos of you talking about what you’re doing and why. What experiences are your patients having? Share video testimonials and office tours explaining all the things your patients experience and why you do it. How is your practice different?
For example, one thing that makes my practice different is we have the kids go to the toy box before their appointment. This helps us gain trust with kids and gives the kids something to hold during their appointment. Kida love going to the toybox and enjoy coming to our practice because they get a toy right away.
When we talk about this on our social media pages, we share videos of us talking out what we do and why. These posts are highly engaging. If you have a similar policy, share a video of you talking about it and why. Do a video demonstration of your toybox showing all the cool toys you have. Ask a parent or two who you think would be open to it to record a short video talking about why they love your toy box first policy.
These types of post create emotional connections in parents who love the idea or who have experienced it themselves. They might share the post with “what a great idea!” or “my child loves going to Dr. Holmes and getting her toy first.”
3. Run social campaigns.
One of the best social campaigns you can run is a giveaway. Giveaways help you give back to your fans, patients, and oftentimes other local businesses.
With my practice, we love giveaways. We sometimes give away gift cards to local shops. Other times, we give free whitening. Sometimes, we even give away a full smile makeover to someone in need. When running a social campaign, ask people to follow your page and like, comment, or share your post to be entered into the content. Then, at the end of the day, you can pick a person at random to win the prize.
Only include a short statement about your practice in such a way that makes sense with the posts. For example, if you’re giving away a gift card to a local store, you can say, “At my practice, we believe in supporting local businesses in our community. That’s why we’re giving away a gift card to XYZ coffee shop, our favorite place to grab coffee on the way to work.”
By requiring people to engage with your post to enter and making a brief but strong emotional connection in your content, your social campaigns will help you build an even bigger, engaged social following.
4. Offer people the next logical step.
With a strong foundation, shareable content, and social campaigns in place, your audience will grow and the people who follow you will get to know, like, or trust you. That is a great place to be because it means your followers will be much more likely to become patients when you ask them to take the next logical step in the relationship.
While there are several ways to call people to action, one of the best ways to do so while achieving a high return on your investment is to place targeted ads for high-dollar services, such as dental implants.
Your ads can direct people to a landing page with offer details or a quiz to help them learn whether they are a candidate. From there, you can send them through a nurture sequence of call them to make an appointment for a consultation.
Are you ready to get more patients using social media?
If you have struggled to gain traction using social media, these four steps can help you grow your followers, build trust, and promote high-value services. If you want more help, you can find detailed instructions on growing your practice using Facebook. There, you’ll find additional information on growing your following, targeting the right audiences for your ads, and growing your practice using Facebook.
If you want even more help using social media to grow your practice, sign up for the Delivering WOW Platinum Coaching Program to access forms, courses, and coaching from me and other top dental experts.
When I started marketing my dental practice using Facebook, it was as part of a much bigger plan for my practice. I had a big vision for my practice, to make it the best practice in Jamaica.
Even more, I wanted my practice to become known for exceptional community service and patient care. I wanted to deliver WOW experiences to every patient who walked through our door. I wanted every patient who left our practice to feel so great about their experience that they would tell everyone they knew. If that could happen, I knew we’d be well on our way to achieving my big vision.
I didn’t want to wait years for my plan to take place, however. So, instead of relying on traditional dental marketing strategies that were expensive and inefficient, I turned to Facebook marketing for my dental practice.
Using Facebook and investing in my team and other proven online marketing strategies transformed my entire practice. We built a practice experience patients would love. We attracted dozens of new patients every month for very little money using Facebook. And we used the power of social proof to earn referrals from our happy patients and build a Facebook following of more than 58,000 raving fans.
If you want to do the same for your practice, follow these three steps and you, too can build a large, loyal group of new patients and raving fans.
1. Tell Your Story Online
When I first started the Delivering WOW Summit, nobody knew me as a summit leader. Nobody knew I could run a fun, high-quality summit that delivered the best information and strategies available for growing a dental practice. People knew me as a dentist, Facebook marketing specialist, author, and a few other things.
But I knew the type of event I was building. I was committed to having the best dental speakers in the world share their best content. I was committed to hosting the event in a beautiful setting. And I was committed to making sure every attendee left inspired and equipped to make their practice better.
I wanted the Delivering WOW Summit to become known as the ultimate event for dental practices. So, I started talking about it online. I went live in my Facebook group and on my Facebook page. I talked about all the amazing things we were planning. And when I referenced the summit I called it the ultimate event for dental practices in 2018. I said it over and over again. And after several times of saying it myself, other people started saying it, too. The speakers I had booked—the best speakers in the dental industry—started at first. People who my attendees knew, liked, and trusted were telling them my event was the ultimate event for dental practices. Then others said it, too.
By committing to the quality of my event and talking about it online, I started controlling the conversation about the Delivering WOW Summit.
You can do the same with your practice, too. If you want to be known for exceptional customer service, host Facebook live videos during which you talk about your practice. Share your practice story, telling people about your practice and how you are known for exceptional customer service. Show them all the things you have or do at your practice that demonstrates your commitment to exceptional customer service.
Soon enough, people will begin to understand your commitment and talk about your practice as somewhere patients can experience exceptional customer service.
2. Reinforce Your Story Offline
Once you know the story you want people to tell about your practice, reinforce that story offline, too. Make sure your patients’ office experience matches that story. If you want to be known for amazing patient experiences, make sure you provide an amazing patient experience. If you want to be known for giving back to the community, make sure you give back to the community. Post pictures of you and your team giving back. Make sure everything you say is consistent with what you do.
Additionally, train your team to tell your practice story when people call or come in. For example, when a new patient calls, make sure your team members let them know what your practice is known for. When patients come in, have your team give them a tour, describing amenities, images, or other office features within the context of your story. Avoid, “We have coffee here if you’re interested,” for example. Instead, say “We want to make sure all our patients have amazing experiences so we provide gourmet coffee and teas you can enjoy while you wait. Be sure to grab an extra cup on your way out, too.”
Reinforcing your story offline gives you more control about what patients will say about your practice after they leave.
3. Collect and Share Social Proof
One of the best ways to build raving fans for your practice is by using the power of social proof. Simply stated, social proof involves sharing opinions from one person to influence the actions of another person. The most common form of social proof in dentistry is online reviews. When someone posts a five-star review about your practice, other people see that review and become more likely to become your patient.
Another powerful type of social proof is a video testimonial. All you need is a smartphone camera and a happy patient who is willing to share a short statement about their experience at your office. The easiest way to collect video testimonials is to ask every patient about their experience before they leave. Keep an eye out for extroverts who rave about your practice. Ask them if they’d be willing to share a short video for you to share. Simply say, “There are a lot of people who are afraid to go to the dentist, so a video from a patient like you could give them the confidence to do so. And that can change their life!” Many people are more than willing to record a short video on the spot.
After collecting your social proof, share it on social media so your fans and community can see. The more you do, the more likely you are to get new patients from them.
Are you building raving fans for your practice?
If you haven’t built a large group of raving fans for your practice, you are probably making your marketing harder than it needs to be. These three steps combine to tell a consistent story about your practice and share your story with people in a way that influences them to become your patients.
Do you want to start attracting more high-value dental patients to your practice each month? If so, you don’t want to miss this episode of the podcast. I’m joined by Charles Biami, the Founder and Chief Marketing Manager of Driven Dental Implant Marketing.
Charles helps dentists just like you attract and convert high value dental implant cases and he does it in a way that provides a consistent flow of new monthly patients. With Driven Dental’s deep understanding of patient needs and the dental industry, they have the experience, insights and know-how to help you drive 20+ qualified opportunities to your front desk each month.
Together, we discuss exactly how Driven Dental Implant Marketing can help drive more high-value patients to your practice. And, we give you some practical strategies to help you convert more patients over the phone.
On the podcast we discussed:
What Driven Dental Marketing can do for your practice
How to target patients searching for dental implants online
How Driven Dental Marketing can help you convert more leads into patients
Why every dental practice should have an online chat service
Strategies to help your front desk team get more conversions over the phone
Why more dentists need to understand that marketing brings prospects, but it’s up to your team to convert those prospects into patients
Want to learn more about how Driven Dental Implant Marketing can help you drive more high-value patients to your practice?
Head over to their website to learn more and if you’re ready to take it a step further, you can book a FREE strategy call with Charles about your practice, your marketplace and the steps you need to take to grow your implant practice.
Watch a short video trailer for this episode below:
Hey, everyone. I just want to share my experience about a marketing gem from Platinum Mastermind. This morning, we sent an “Use Or Lose” email blast. This is much earlier than when we normally send it out. The email stated that today marks 100 days until January 1, 2020 and don’t wait until the last minute to use your dental insurance. My front desk scheduled about 30 appointments afterwards from the online link and phone calls.
How awesome is that! A week before she sent this email, we trained all of our Platinum Practices on how to run effective end-of-year campaigns. One week later, she was celebrating her success with hundreds of other dental professionals! So how did she do it? Here are the steps we suggest taking to run an effective end-of-year campaign.
We highly recommend sending out the email at least 100 days before the year ends. This is earlier than many practices typically send end-of-year campaigns. But it's so important to get the email out early. Sometimes, it takes multiple emails to catch people's attention, even if the first email gets 30 appointments, as this member experienced.
Sending early also gives you 100 full days to get patients in. You can spread out end-of-year appointments so you're not in a big rush in December.
Choose the Right Patients to Email
Although many practices assume it's easier to email all their patients than choosing a subset, it's not. I highly recommend emailing only the right patients for all your email communications. This is so important because it makes it much more likely that patients will open your emails.
If you consistently send emails to your entire patient list, it's likely that the vast majority of emails will be irrelevant to most of your patients. Over time, your patients will see your emails as not worth paying attention to and ignore even the relevant ones.
With end-of-year campaigns, this means only sending your campaign to your active patients with unscheduled treatment and insurance remaining.
Make a Plan and Set Goals
Once you know when you're going to start and who will be included in your campaign, take some time to plan and set goals for your campaign.
In the Platinum Mastermind, we walked members through every step of the process so implementing the plan would be seamless, successful, and fun.
We helped them:
identify the total revenue opportunities if all were rescheduled;
set a specific goal for the percentage of patients they targeted to reschedule;
identify the total revenue that would come in once they hit their goal;
determine how their team would celebrate once their goal was met;
identify the most effective campaigns to use to get predictable results; and
use software to identify the patients and send out the campaigns with ease.
With end-of-year campaigns, we showed them how to use newsletters, letters, and social communications to reach the right patients. This multimedia approach increases the likelihood that your overall campaign will achieve your goals, even if your email is successful on its own. With our Platinum Mastermind members, we also gave them all the email, newsletter and Facebook ad copy and graphics to use.
Having a solid plan and exciting goals for what you'll do and how you'll celebrate makes it much easier to implement. It also motivates your entire team to help ensure your campaign will be a success.
No matter how good your ad copy and graphics are if you don't send them you won't get results. If you want results, you have to take action. Start early. Identify the right patients to target with your campaign. Set exciting goals and know how you'll celebrate. And send those emails. That's exactly what this member did and after her first email, she had 30 new appointments schedules.
Do you send end-of-year campaigns?
When's the last time you sent an end-of-year marketing campaign? When done well, they can be very effective. So, take some time to plan and execute your campaign. And, remember, early is key. We suggest sending at least 100 days before the end of the year to maximize the time patients have to use their benefits. If you missed that deadline, don't worry. Send it as soon as you can and mark your calendar for next year!
If you want help, join the Delivering WOW Platinum Coaching Program today. There, you'll get access to all the copy and creative assets this member used to get 30 appointments from one email. You'll also get access to top training and coaching from experts in all facets of running a practice.
Transforming a dental practice from stressful, low profit, or hard to run does not have to take a lot of time. And it doesn’t have to take a lot of money, either. I know this from having helped thousands of people grow their practices.
My programs help grow practices without stress, overwhelm, or sacrificing family time. But to put them to the test, I created a 21-day Marketing and Practice Growth Challenge. I designed the challenge for practices led by doctors who are fed up with overwhelm and ready to get results.
For practices who have only achieved lackluster results in previous marketing efforts, 21 days might seem like a very short time. But that’s the thing. Growing your practice is not about how much time has passed. It’s about understanding basic principles of business, marketing, and leadership, and taking action. When you put a few strategic systems in place, you can create transformational change in a very short period of time.
That’s exactly what we sought to do with the practices who took the challenge. We helped them set goals, get on the same page, and put together a marketing plan. We then coached them through implementing their plan and helped them stay accountable. And the results didn’t disappoint. Here are some of the transformations challengers reported achieving in a few short weeks!
One strategy we teach in the challenge is a low-tech whiteboard system for increasing profits. Primary benefits of the system include increased accountability and real-time production snapshots. But one doctor reported an even greater transformation than those in her practice.
In her words, one team member said, “She loves the whiteboard because it gives her so much more purpose in her work!” Team members who find purpose in their work are unstoppable. Imagine a team member self-reporting finding greater purpose in her work in a matter of weeks!
The most productive practices work together using simple strategies to achieve clear goals. With those pieces in place, team members all take ownership of the results. They work harder knowing their efforts are going toward a common goal. That’s what challengers experienced, too. As one doctor put it, “It’s so exciting to see us beating our numbers.”
Higher Profits (and in Less Time)
Imagine increasing profits while working less in just a few weeks. That’s not only possible but an actual result reported in the group.
Here’s how one doctor put her experience:
Yay, two weeks of tracking and we are going to hit higher numbers than ever in our practice this July 🌟🌟🌟🌟 being open 2 1/2 years and one of my assistants is off for almost two weeks of vacation 🤭🤭
Forgot to mention, we went from 5 days to 4 days🥇🥇🥇
How’s that for transformation?! Higher numbers than ever! With one assistant off for two weeks. And dropping from five days a week to only four!
Transform to a results-oriented practice culture.
Many doctors are perfectionists. That’s a good quality when treating patients but not when applied to practice growth. It does nothing but hold you back and cause you to procrastinate. You will never produce results if you don’t move forward.
Procrastination is the thief of success. And the cure for procrastination is having deadlines, support, proven systems, and accountability. One doctor shared that she loved how the systems, accountability, and speed of the challenge forced her into action. It shifted her thinking from perfection to results. And that spread throughout her practice.
Develop a proactive approach.
Many practices look at their numbers once a month, and only after financial statements are finalized by their bookkeeper. The problem with that is it’s a very passive, after-the-fact approach. They don’t learn of a problem until weeks later, at best. And it can be weeks more until the next set of numbers will let them know if their adjustments worked.
The simple, real-time systems in the challenge help you shift from a slow, reactive approach to a fast, proactive one. Members set their goals and got their team to buy into the process in a matter of minutes. And they had real-time numbers at their fingertips, 24/7. Here’s what one doctor had to say about how they shifted to a proactive approach in less than two weeks:
With the way our whiteboard is set up, we can be proactive rather than reactive, and see which procedures are falling behind, etc. It also holds everyone accountable to update goals, from administrative to clinical team members.
If your practice is too reactive, you will never achieve your full potential.
Build an engaged social media following.
Social media engagement is one of the most powerful things you can have for your marketing. It can help you fill last-minute cancellations. It can help reduce your marketing costs, sometimes to zero. It is powerful for potential patients to see comments, shares, and likes on your social posts when they visit your social media sites. And it allows you to develop more effective targeting audiences for future ads.
In minutes a day, challengers grew their audience and had posts viewed, shared, and engaged with thousands of times. For example, on one post, a member reached more than 3,700 people, 263 of whom engaged with the post, including 38 shares! Another member had one post with 86 comments and shares, another with more than 125 comments and shares, and another with 196 comments and 210 shares!
With the right strategies and support, you can build an engaged social media following fast!
I’m so excited to have Dr. Drew Byrnes from Dental Membership Directon the podcast to discuss how to integrate membership plans and create financing in your practice.
Dr. Drew Byrnes is a fee for service dentist and the host of the Fee for Service Dentist Podcast. He interviews everyone from industry leaders to bread and butter dentists to find out what is working for them. Drew also determines how we can all strive to perform better dentistry for our patients every day. He has made it his mission to help dentists grow the FFS side of their practices.
While dental experts say that fee for service dentistry is dead and that the golden age of dentistry is over, Drew is on a mission to prove them wrong. He is determined to stay out of network with dental insurances for his entire career.
In an attempt to unite those who share his vision, Drew pulls back the veil on dental insurance companies. He aims to level the playing field by sharing tricks that we can all implement into our own practices.
On the podcast we discussed:
Why Drew is so passionate about helping dentists create an automated dental membership plan
The problem with modern dental insurance companies and their common loopholes
The benefits of filling chairs with cash-based patients
Whether you should outsource dental membership plans or manage them in-house
How membership plans can help increase patient retention rates
What you can get from the membership plan offered by Dental Membership Direct
How Dental Financing Direct works and how it can benefit your practice
If you want to find out more about Dental Membership Direct and its software, you can schedule a call with the team here.
You can also lean how to automate your practice growth with a dental financing plan from Dental Financing Direct by visiting the website and scheduling a call.
If you’re new to membership plans and want to learn how to use your plan to grow your practice, increase patient retention and profits, the Membership Master Course is for you.
To listen to Dr. Drew Byrnes’ podcast, The FFS Dentist Podcast, click here.
To watch a short trailer of the podcast, hit play on the video below:
I’m thrilled to introduce you to my special guest on this episode of the podcast, Dr. Jessica Emery. Dr. Emery is the founder of Sugar Fix Dentaland Dental Soiree and is a Chicago cosmetic dentist, entrepreneur and philanthropist.
Dr. Jessica Emery grew up just outside of Boston, in Worcester, MA. She followed in her mother’s footsteps and attended Tufts University School of Dental Medicine. She opened Sugar Fix Dental Loft here in Chicago, completely from scratch and built the practice of her dreams. At Sugar Fix, Dr. Emery has created a spa-like atmosphere treating her patients to white-glove service that she has become known for. She is also the creator behind ALL of Sugar Fix Dental Lofts social media and marketing.
In the fall of 2016, Dr. Emery founded; Dental Soiree. Dental Soiree has been a dream come true and holds unlimited potential for the future of dental marketing. Additionally, Dr. Emery recently launched Soiree Stock a membership program that gives dental professionals access to unique styled stock photography.
On the podcast we discussed…
The power of creative photography in dental marketing
How to be more creative with your images
Why your photography should tell a story about your practice from the patient’s perspective
Tips for incorporating props and using stock photography
How you can sign-up for the “GET SOCIAL” Workshop
Are you ready to put Instagram and Facebook to work for your dental practice?
Learn more about the GET SOCIAL Workshop from June 1st to 2nd in Chicago and reserve your spot here.
Would you like to learn how you can get more traffic from Google and grow your practice? If this sounds like something you’d be interested in, join me on this episode of the podcast for an insightful discussion with Brett Allen, the CEO and Co-Founder of Marketing 32.
Marketing 32 is a Google Marketing Agency for Dentists and Dental Specialists. The team at Marketing 32 are also the creators of “Google Made Easy for Dentists” which is a step-by-step program that is transforming the industry by helping dentist do their own SEO and Google Ads.
Brett and I have a very interesting talk about how dentists can leverage digital marketing to attract more patients and explode the growth of their practices. So, if you're struggling to fill up your appointment schedule or you just want to expand your practice and accelerate its growth, this is the episode you’ve been waiting for!
On the podcast we discussed…
Why you should use multiple traffic sources to help grow your practice
How to leverage relationships and get people in your community to talk about you
Strategies for using Google Marketing to reach new potential patients
The difference between search-based marketing and display & retargeting marketing
How you can use funnels to educate and convert patients
Tips for choosing the best keywords for your ads
If you want to learn more about Brett and Marketing 32, you can visit their website.
Brett and his team have also created a Google Ad training course for dentists, where you can learn how to leverage the power of Google Ads to help grow your practice. To find out more about this amazing course, go to marketing32.com/go
Here is a short video trailer of the podcast episode where Brett explains how to use Google Marketing to grow your practice.
I’m delighted to introduce Dr. Anne O’Donnell to the podcast and talk all about how dental practices can use aftercare chatbots to connect with patients and offer ‘Care beyond the Chair.’
Anne is a dentist based in Ireland and has been in practice for ‘more years than she cares to remember.’ She has had her own dental practices and sold a small corporate in 2018. She then became the groups Clinical Director. In 2013, she bought a failing practice and completely turned it around. It is now a multi-disciplinary general and specialist practice with a tenfold increase by 2018.
Anne is passionate about dentistry, her team, and her patients. She and her team have even developed a patient aftercare messaging service using Facebook Chatbots called “Care beyond the Chair.”
On the podcast we discussed…
How ‘Care beyond the Chair’ works and how it helps make patients feel appreciated
Why chatbots have a higher open rate than email
Recommending dental hygiene products using chatbots
Tips for scheduling automated chatbot messages
How personalized messaging can help dental practices connect with their patients
How to get patients to opt-in to receive chatbot aftercare messages
The process of setting up ‘Care beyond the Chair’ in your practice
I’m thrilled to introduce to you all my special guest, Scott Hansen, for this week's podcast episode. Get ready for a mind-blowing discussion that teaches you how to integrate live chats into your dental practice marketing strategy.
Scott Hansen is the founder and CEO of DentistChats, a leading professionally managed website chat service exclusively for dentists. Since 2016, the company has grown from just one to more than 100 employees and is recognized as one of the 100 fastest growing businesses in the country.
After a short stint as a professional soloist, Scott began working with his family’s dental practice. As the Practice Director, he immediately started implementing innovative marketing and sales systems. Over four years (and while earning his MBA!) Scott earned the practice consecutive awards as one of the fastest growing businesses in the country.
On the podcast we discussed:
Scott’s story – how he went from singing with an award-winning choir to working with his family’s dental practice and transforming it into one of the fastest growing businesses in the country
The pros and cons of outsourcing live chat services for your practice
The power of engaging people when and where they want to be engaged and how this can help your dental practice draw in new patients
Using live chat to answer your patients most prevailing questions
How a dental specific online chat feature can help you to build a personal connection with your patients
Why you should avoid using robotic responses when communicating with potential patients online
How dentists (and patients) use and interact with Scott’s website chat service, “DentistChats”
The importance of showing your patients empathy to help make them feel more comfortable and understood
The benefits of having a live chat feature on your website or landing page
How to set up your live chat feature to answer patients’ questions on specific topics
Why you should custom tailor the patient experience online and how it can help to build relationships with patients and grow your practice
Do you want to find out how you can capture patients before your competition? Take the DentistChats assessment to find out how you can offer great customer experience and generate more leads with live chat!
To watch a short video trailer for the episode, where Scott is discussing how to use live chat to drive more patients to your dental practice, hit play below:
I’m excited to welcome a close friend of mine, Charles Biami, onto the podcast to talk about how you can attract and convert high-value implant patients to your practice by combining Google Ads and Facebook.
Charles is the Founder and Chief Marketing Strategist of Driven Dental Marketing, a dental marketing agency that focuses on helping dentists attract and convert high value dental implant patients. Charles works with dentists to help them develop a digital marketing campaign that helps them stand out in their market and attract patients looking for high-value treatment such as dental implants, full mouth restoration and more.
On the podcast we discussed:
Charles’ story about how he developed his digital marketing skills to the steps he took to launch Driven Dental Marketing
What makes digital marketing one of the best returns on investments for dental practices
An insight into the impactful results that dental practices have witnessed when working with Driven Dental Marketing
Why Google Ads is so powerful and effective
Why your practice should implement Google Ads into your online marketing strategy
How to laser-target your ideal audience using Google Ads
Using Google to target people who are actively searching for dental implants
The importance of designing an implant landing page that effectively convinces potential patients that your practice is right for them
How to optimize your landing pages
The benefits of virtual consultations and how it can help increase your conversions
The pros and cons of Facebook Advertising Vs. Google Ads
Why you should position yourself as an authority on multiple channels
How Google and Facebook can work together to help build authority and drive more patients to your practice
Using Facebook retargeting to extend your reach and encourage people to enter your sales funnel
Driving more traffic to your landing page URL using Facebook Live
Utilizing Google Display campaigns to retarget warmer leads
How to increase conversions and transform leads into paying clients
If you’d like to find out more about how Driven Dental Implant Marketing can help you drive more high-value patients to your practice, you can book a FREE 15 minute strategy call with Charles by clicking here.
To watch a short video of the trailer where Charles is discussing how to attract high-value implant patients, hit play below:
The term ground marketing essentially means building relationships with companies to earn business from their employees and customers. My friend Michael Arias, who coined the term, calls it a more sophisticated way of guerrilla marketing.
If not, here are four steps to start using ground marketing to start getting patients in bunches.
Identify Key Businesses
Any hotels, restaurants, gyms, banks, or apartment buildings in your neighborhood? Those are great targets because they not only tend to have many employees, they also have many customers. They’re prime targets for strategic alliances, host beneficiaries, or other ground marketing strategies.
Ask a Team Member to Contact One of the Businesses
Michael and I did a Facebook Live in my free Dental Marketing and Profits Facebook group when he was launching his Ground Marketing Course. He suggested having an outgoing team member lead your ground marketing initiatives. I totally agree. If you don’t have an outgoing team member currently, you could do things yourself for a while. You could get some part-time help, too. Once you know who will lead your efforts, have them reach out to businesses.
Michael shared the example of an apartment complex on our Facebook Live, so let’s use that for this post. After all, there are a lot of people who live and work in apartment complexes. Call the complex and ask for the building manager. Have your team member introduce themselves as calling from a local dentist from down the street. That’s often all you need to say to get the manager on the phone.
Ask the Manager About Employee and Customer Benefits
When you get the manager on the phone, reintroduce yourself, and ask about benefits they provide to employees or customers. For example, many apartment complexes give new tenants move-in packs. Others hold tenant events, such as happy hours and holiday parties. Some do both.
Ask to Participate and Offer Incentives
When you learn about the benefits they offer, ask to participate, and offer additional benefits for employees or tenants. For example, if the apartment complex offers move-in packs but nothing else, you can ask to participate and offer the same benefit to employees. A simple “I’d love to participate by offering all tenants a free teeth whitening. In fact, if that’s something your employees might like, I’d be happy to drop off a sign-up sheet this week and offer it to anyone who signs up this week. I’ll swing by at the end of the week to pick it up so everyone has an opportunity to sign up.”
Let them know many businesses find that these offers make them look good by getting their customers or employees benefits that don’t cost the company anything.
When they say yes, bring a flyer and sign-up sheet explaining the offer. That gives you a chance to get in the door and collect emails. It also puts a deadline on the offer so you don’t have people asking to sign up after your ground marketing efforts have filled up your schedule!
Follow through on your offer for their tenants, and you’ll be well on your way to earning patients by the bunches. Free services for new patients can be effective ground marketing offers. Free toothbrushes and toothpaste can be helpful in some situations, too, such as if you set up a table at a tenant-appreciation event.
Get Ready to Get Patients in Bunches
Are you just opening your office and don’t have a lot of money for marketing? Are you expanding your practice and need to fill your schedule fast? Or are you struggling to get patients and want a low-tech solution to get started?
What happens in your office when you leave the country for two weeks?
If you come back to a pile of work, you’re not alone. That’s the reality in most dental practices.
But what would it feel like to come back to $18,000 of new appointments? And what would it feel like if those $18,000 of appointments cost only $50 in ad spend and took only 10 minutes of staff time?
That’s what happened for Dr. Meghna Dassani of Dassani Dentistry in Houston, Texas. While she was traveling, her rock star team took to Facebook and ran an Invisalign promo. By the time Dr. Dassani returned home, her team had scheduled more than $18,000 in Invisalign patients. Needless to say, she was happy.
We can learn a lot about the strategies her team used, and we’ve discussed many of them before. But what’s even more important than the strategies is the initiative her team took. They could have easily wasted much of the time she was away. But they didn’t.
Led by Christina, Dr. Dassani has a small but great team. Christina is not a marketer. She’s not even really outgoing. But she is hardworking and a team player. And the rest of the team supported her.
Give Them the Right Tools and Resources
Hardworking and goal-oriented team members won’t get you results unless they have the right tools and resources.
Dr. Dassani and her team are in my Inner Circle Mastermind. They’ve been trained by me and my team so they know exactly how to use Facebook and funnels to build their practice.
Dr. Dassani also had advertising audiences already built in Facebook. That meant they could promote to people who are more likely to accept their offer with a few clicks.
From being in my Inner Circle Mastermind, Christina knew Facebook Live videos were highly effective. And she knew the types of promotions that work best.
That took a lot of the pressure off her. Again, Christina isn’t a marketer. She’s a great, hardworking team member. She knew what worked and had the tools and resources to create a great promo, put it on Facebook in the right way, and promote it to the right audiences.
Empower Your Team to Succeed
In addition to the tools and resources, be sure to empower your team to take initiative. Dr. Dassani was away on a cruise and was not immediately reachable. But she gave Christina access to a $50 ad budget and what they called their “super audience.” Basically, their super audience includes patients, Facebook followers, Instagram followers, and lookalike audiences.
So, Christina had everything she needed to get her post live and seen by the right people.
Incentivize Your Team to Perform
But what if you already do all that and your team still doesn’t take initiative to help you grow? It’s possible they’re not incentivized to do so. There’s nothing like an awesome incentive to take an already-performing team to the next level.
For Dr. Dassani and her team, the incentives were big. When Dr. Dassani went to the first Delivering WOW Summit in Jamaica, her team was a little jealous.
Dr. Dassini decided to give them the opportunity to go to the next Delivering WOW Summit. She also gave them an opportunity to earn a trip to a Smiles at Sea cruise.
So she set production goals. If they hit the goals, they’d get to go on the Smiles at Sea cruise and the next Delivering WOW Summit in Jamaica. When I talked with Christina, she mentioned this with a big smile on her face.
Incentivizing your team is a powerful strategy. I’ve used it in my practice, and other members of my Inner Circle have as well.
Give Your Team What They Need to Help You Succeed
Christina posted a promotion that brought in $18,000 in appointments in a matter of minutes. And she did it with an ad budget of only $50.
Even better, Dr. Dassani was relaxing on a cruise the whole time. Now that’s what I call a WOW team.
TAKE ACTION TODAY:
To learn more about how we can help your practice to empower your team members and to succeed in their individual roles and make a significant difference in your practice, check out our upcoming Marketing & Practice Growth Challenge. You can learn more here — and get a 20% discount when you use the code CHALLENGE at checkout!
It doesn’t matter if you have the best online scheduling software available. It doesn’t matter how easy you make your online scheduling process. A large number of patients will want to speak with someone on the phone before making an appointment.
That means if your team handles the calls poorly or inconsistently, you could be wasting a lot of marketing dollars. Fortunately, there’s a pretty simple way to get more dental patient leads to schedule appointments when they call. All you need to do is train your team and give them tools to help them perform well every time.
The best way to do that is to create communication scripts for them to use when leads call. Here are five elements of an effective communication script for your dental practice.
A Consistent Greeting
Make sure your greeting includes (1) your practice name, (2) the name of the person answering the phone, and (3) the words “thank you for calling.”
This (1) lets people know they got the right place, (2) makes a human connection, and (3) lets the caller know you appreciate them.
Make sure your team member slows down for the greeting. If they rush through the greeting, it sets a rushed tone for the call. If they demonstrate patience and care, the caller will feel welcomed.
Acknowledge Their Questions and Ask Your Own
After the greeting, the caller will usually transition into the reason for their call. Instead of answering right away, have your team members acknowledge their question and then say, “Is it okay if I ask you a couple questions so I can serve you best?” This is important because we often don’t have all relevant information to answer questions. We also pass up the opportunity to ask important questions about how patients found our practice so we know what marketing activities are performing best.
For dental leads, ask, “Can I ask your name and how you heard about the practice?” Getting their name helps you address them by name, adding an additional human element to the conversation. How they heard of your practice gives you valuable insights into your marketing performance.
Also, ask what they’re looking for in a dentist. This helps you better understand what’s most important to patients. It also lets them know you care and that your practice is different.
Transition to Open-Ended Questions
This is the most important part of scripting.
Once you establish rapport and understand how they found you, transition to asking open-ended questions. You must ask questions that can’t be answered with a simple yes or no. Yes or no questions allow prospects to close down conversations and make your team member “sell” the patient on the practice.
Sticking to open-ended questions makes your prospect think deeper. Open-ended questions can even get the caller to sell themselves on your practice so all your team member needs to do from there is schedule an appointment. For example, “Why are you interested in getting a crown?” is a great question to get the prospect to convince themselves that they want a crown. It also helps you understand exactly why they want the crown. Many times, you’ll learn they want the procedure to ease some physical pain or stop being self-conscious about their smile.
That can help you respond by saying, “We can get you smiling again” instead of “Sure, we do crowns.” Which do you think would result in the patient being more likely to schedule an appointment?
Other open-ended questions include “Tell me more about that” or “How does that feel?”
At some point, your prospect will raise an objection. That’s okay, as long as your team member is prepared to address them. Make sure to put ways to address objections in your script. That includes answers to common objections as well as ways to address objections that are not on the list.
Whatever the objection, ask the prospect to tell you more about that. Ask what their biggest concern is. Ask what’s stopping them from moving forward to get the results they just mentioned to you. For example, if they mention fitting a crown into their budget, you might ask them about their budget and how much they can afford for a monthly payment.
Understanding the objections helps your team member overcome patients’ biggest concerns on the phone, which makes them more likely to move forward.
You know what they’re calling about. You understand their real concerns. You’ve helped them overcome their objections.
This is the point where you get the patient to agree to move forward in getting the treatment they’re calling about.
To do so, repeat what they want, acknowledge the objection, and ask them if they’re ready to move forward if you can help them overcome the objection. For example, with a crown, you might say, “So, it sounds like you want to get full use of your mouth back so you don’t have to worry about your tooth cracking. We can help you with that and give you multiple options to fit it into your budget. If we can get your out-of-pocket cost below $100 per month, would that work for you?” “Would that work for you” helps you close the conversation and schedule an appointment.
Document Your Script and Get More Patients
If you’re not training your team and giving them scripts to help them succeed, you could be wasting a big percentage of your marketing dollars on leads you’ll never close. Creating a script that walks through these five steps is your first step to improving your marketing ROI.
TAKE ACTION TODAY:
As you create your script for inbound calls, one of the best ways to see results is to track your numbers! Of all the calls you received this week, how many appointments have you scheduled? How many follow-up appointments have you scheduled? How many no-shows did you have? Knowing these numbers helps you to clearly see whether you’re on track to grow your revenue for the month, and what opportunities you need to focus on when a new or existing patient calls in. Want to learn more about how we have helped over 300 practices do this in our 21 day challenge? Click here to learn more.
And if you want to get more leads to call your office so your scripts can help you close even more patients, check out the team of expert coaches, training, and resources we offer in our signature Delivering WOW Platinum Mastermind Program.
What would need to happen to make the next year the best year for your practice?
Do you need to increase revenues? Decrease expenses without sacrificing quality of care or patient experience? Expand or move your office? Or, maybe you want to work fewer hours next year than you did this year. All of the above?
Now is the time to make a plan for the next year of your practice. That’s true no matter when you’re reading this. It doesn’t matter if you’re reading this as we enter the final 90 days of a calendar year or in mid-April. There’s no rule that says you need to wait until the beginning of a calendar year to improve your dental practice.
No matter how well we’re doing with our practices, we all have room to grow. Here are three steps to making the next year your best year yet.
Establish a Vision for Your Dental Practice
If you don’t know where you want to go, it’s impossible to know how to get there. That’s where your practice vision comes in. It’s also why I made establishing a vision for your dental practice the first step of my Delivering WOW process.
Do you have a long-term vision for your dental practice? What do you need to do over the next 12 months to get you closer to that vision? What do you want people to say about your practice when you’re not around? What do you want your life to look like?
Decide what you want your practice and personal life to look like 12 months from now. That will help you make better decisions and take better actions. It will help you decide what opportunities are worth your time. Even more important, it will help you decide what’s not worth your time. You’ll know when to say yes to opportunities and when to say no.
The only way to build a practice you love is to not have to do everything yourself. Putting together a 90-day plan will help you systematize much of your practice so your team can handle anything you throw their way.
True Delivering WOW dental practices communicate the practice vision to all team members. Effectively doing so inspires the team to help achieve the practice vision. They also establish KPIs (key performance indicators) that will get the practice where it needs to go, and let the team know what’s expected of them. They put systems in place to help the team perform consistently well. And they incentivise and reward team members when they help the practice achieve meaningful milestones.
Make a Plan
Only after you have your vision can you put a plan together to help you achieve it. If you’ve been growing your practice for a while, you may be used to setting annual plans. While that can help, I teach my Inner Circle Mastermind and Dental Profit Academy students to create a 90-day plan for your dental practice. If you’re a member of my Inner Circle or Dental Profit Academy, you’ve likely seen the full 90-day plan training.
If not, the 90-day plan helps you set and achieve goals in three key areas of your dental practice. First, it helps you achieve profit goals, increase revenue, and decrease expenses. Second, it helps you achieve systems goals to make your practice run smoother and more consistently. Third, it helps you achieve brand development goals to help you improve what people say about you when you’re not around.
Remember, there’s no reason you need to wait for a new calendar year to change the direction of your dental practice. Over the next 90 days, you can set a vision for your practice, get your team on board, and follow a 90-day plan. That can build incredible momentum toward having a dental practice you love.
Direct mail has been a staple dental marketing strategy for decades. But is it still worth it? Even if it might work, is there a better way? How does direct mail marketing work? And how does it compare to other dental marketing strategies?
After all, there may be many dental marketing strategies that can be profitable, but that doesn’t mean they’re all created equal. The key to choosing dental marketing strategies is finding ones that are repeatable, profitable, and flexible.
The best dental marketing strategies are ones that work over and over again. They’re ones that are predictably profitable. They’re ones that are flexible enough to allow you to target the exact types of patients you want to attract with that ad.
Here’s how direct mail stacks up.
How Direct Mail Works with Dental Marketing
Direct mail is one of the simplest dental marketing concepts. All you need to do is send a bunch of promotional postcards or other mailers to everyone who lives in a neighborhood, town, or city.
While you could work from templates or examples that have worked in the past, direct mail marketing tends to take a long time and require a significant upfront investment when compared to other dental marketing strategies.
How Direct Mail Campaigns Compare to Other Dental Marketing Strategies
As familiar as it is, direct mail marketing has significant disadvantages over other strategies, such as Facebook marketing, email marketing, and using dental marketing funnels.
For example, with Facebook, you can have an ad up and running within minutes. You don’t need to wait for graphic designers or delivery time. Simply use a high-res image from Facebook’s massive free image database, set your audience, add your text, enter your budget, and you’re up and running.
You have virtually zero upfront costs with Facebook advertising. Images are free, and you can set an ad budget of a few dollars a day to test your posts. As your ads start performing, you can increase your budget from there.
Another advantage of Facebook marketing over direct mail marketing is your ability to test your ads. You can also easily run split tests of your ads on Facebook, having multiple versions of your Facebook ads competing against each other to see which version performs better.
Direct mail is also generally a one-touch marketing strategy. Sure, people may put your postcard on their fridge or keep it visible, but many times your ad will only be seen one time per person. With Facebook marketing, email marketing, and dental marketing funnels you can easily get multiple touchpoints, and many times for free. Those multiple touchpoints help you make a much stronger connection with people.
Have you used direct mail successfully?
Although Facebook marketing, dental marketing funnels, email marketing, and other dental promotions are generally more efficient and effective, many dentists still achieve positive results from direct mail campaigns. If you’ve found success with direct mail campaigns, share your experience in the comments or on social media. Also, continue the conversation in my free Dental Marketing and Profits Facebook group.
If you want even more info on how direct mail compares to other marketing strategies, listen to my interview with Dr. Shawn Van de Vyver on the Delivering WOW podcast. Dr. Shawn Van de Vyver sends postcards to people within three miles of his practice. In his experience, direct mail can work, but he’s had better results with Facebook ads.
For more help using Facebook to build your practice, consider joining my next Dental Facebook Bootcamp. In the Facebook Bootcamp, we teach dentists and dental team members how to use Facebook to bring in 30 or more new patients per month on autopilot, while spending less than $500.