Coffee The Art of Coffee

2/19/2015

www.DENTOOLZ.com Free marketing information, handouts & samples

The Art of Coffee

Asian Palm Civet $50/cup $200-$500/lb

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$50+/cup $500+/lb

$15 Press

$1750 Lamborghini

$20,000 Siphon bar $11,000 Clover

Roasting Plant Javabot – $1,000,000

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Marketing Department

The Art of Aesthetic Coffee The Art of Coffee

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Two years in a row dentist best health care job Selected based on predicted growth 2012-2022 by US Bureau of Labor Statistics Low unemployment, decent work/life balance, good salary, predicted employment growth of 16% with more than 23,000 new openings.

• • • •

Corporate dentistry is growing 15% annually Online reviews and searches are ever increasing Dental insurance companies are systematically decreasing reimbursements Discretionary income has shrunk for every segment of American society except the top 10%. • Patient perception of dentists are changing based on work Performed, Marketing Seen and Fees offered

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1. A warm and sincere greeting. Use the guest name, if and when possible. 2. Anticipation and compliance with guest needs 3. Fond farewell. Give them a warm good-bye and use their name, if and when possible.

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1. Customer focus is the key 2. Exceed the expectations 3. Respect your employees

1. Brand Image 2. Customer Care Protocols 3. Employee’s Role

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• Gift Certificate • VIP Referral cards • Custom Whitening

• Evaluate the office & brand appearance • What is your message • Look at your team

• Custom patient cape • Blanket • Custom bag

• Is everyone trained to offer the same care and service repeatedly

• Protocols • Repetition and consistency • Greetings and goodbyes • The best

• Patient Perception? What do they see?

• • • • • • •

What does the patient see? Insurance dentist? Family dentist? Discount dentist? Who are you? You need to know Patient Referrals

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• • • • • •

How marketing and advertising have changed Brand/Image Internet A Responsive Website is #1 Google +/ Local Business page Claim your business on other search websites • Bing, Yahoo, City Search, YouTube, Flickr, Facebook etc…

• Consumers are being over run with spam in many ways • Consumers want instant (relevant) information • Business owners want results…… • ..but many are not sure how to achieve them today.

• Consumers are being over run with spam in many ways • Consumers want instant information • Business owners want results…… • ..but many are not sure how to achieve them today.

• What image do we want to portray? • Consistent brand image

• California has 6 dental schools • (more than any other state, potentially a 7th to be built)

• Between 500-600 graduates every year in CA. 5000 in U.S. • Dentist to patient ratio in CA is one of the worst at almost 1:1300 compared to 1:2500 • 32000 approx in CA (14% of nation) • Orange County the worst ratio in CA

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• Increase in discount dentists • Increase in managed care facilities and growing quickly.

These are becoming the norm And I Love IT.. And so should you

How are you found on the internet? More importantly how are you perceived?

More important than ever What does your brand say about you?

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• Branding 101 Basics: • WHO ARE YOU? • Take a close look at your company and why it exists in your market. What is your story? Sometimes the product or service that we are selling has a positive benefit within our local communities. If this sounds like you, then part of your brand experience is how you benefit the community. You are now selling something with a by-product involving a social benefit.

• • • • •

Branding 101 Basics: YOUR BRAND NAME…? YOUR BRAND IMAGE What can you do to strengthen your brand image? Color of an icon. • ING Direct • UPS

• Make sure that all your marketing materials portray a professional brand image. Every item should be consistent.

• Branding 101 Basics: • YOUR BRAND LOGO

• As with your brand image your brand logo identifies who you are. If it has been professionally developed it will be consistent with your color icons & total brand image. Your brand logo should position your company from an emotional vantage point. It can position you as a progressive or a traditional company. Your brand logo communicates on an emotional level. Your brand logo is the introduction to your over all brand experience. Be sure it tells the story you want told.

 Not many companies can accomplish this….

…it takes time

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 Many have done well ….

 Its been done by many and it often works well….

• Develop your brand • • • •

Its appearance Its representation Its visibility Keep the same theme on everything • Web pages, stationary, business cards, media, advertising, etc. • ……….and everywhere on the internet!

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It’s not what you know, it’s who you know!

 Who you know just got a

whole lot bigger.  Numerous ways to market thru who you know, or your friend’s know.

 And it just keeps getting

larger and larger….

Social Media Marketing  There are numerous types

of websites to engage potential new patients      

Informational Social Photos Videos Geographical And more…

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Search Engine Optimization (SEO)

You are a source for information

 Multiple definitions and components

 80% of U.S. Internet consumers research health info

 Getting your website in front of consumers  Top organic rankings/search results  Top spot on Google, Bing, Yahoo etc..

online.*  24% of U.S. online consumers engage in some form of

health related social media once a month or more.**

 Highest success is on the first page *Pew Internet Project **Forrester Research

Local Search  Location keyword  Google Places  Most people use 3 keywords  “dentist” “location” “zip code” “procedure” “problem”  Organic  Adwords/Pay Per Click

Where to start?  Google Organics / Google +  Facebook  Website Blog  YouTube / Flickr  Twitter

Claim your free marketing  Local search results, map results, & specific geo-location

searches  Google Places  https://plus.google.com/+GoogleBusiness/posts  Yahoo Local  https://smallbusiness.yahoo.com/local-listings  Bing Local  https://www.bingplaces.com/

GOOGLE Search  Most influential internet component  % of searches are done on Google  Ranking is based on  Importance of your “website content that is relevant to the search user and geographic local google business page”  Your website must have the proper coding and relevant

content, along with location, services and any other focus.

 Your website is indexed for searching.  Your internet presence is indexed as to relevance and size

for “the searched content”

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Reviews

Local Listings

 Reputation management  Get a large number of reviews for the off chance someone wants to post a negative review it will dilute the effect.  Don’t fake reviews  Post reviews from the office on an iPad  Run Google Alerts for your name and brand

 First claim your listing  www.google.com/placesforbusiness  Google will  Call  Send PIN  Google does not like multiple listings  Exceptions?

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Google Listings  10 pictures, 5 videos  Complete profile with business name  Local profiles are pushed to the top based on activity,

online reviews, links, profile changes, videos, photos, content

Google +

Google  88 Billion searches each month  Everyone uses Google  20% of Google searches are related to Local Search  Get a Google Plus Profile

 Two divisions  SEO for the Website  Local Optimization (Places)  Driven by: diversification and citations  Citations are mentions of: name of business, address, phone number, & reviews. Social media is perfect for this. Facebook name should match Google Places and website.

Google Business Photos

 More powerful in searches than Facebook  Google has indexed this heavily and places emphasis in

search rankings over many other webpages  “+” reviews are the new Like and they add up to higher

rankings

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Where to start?  Google Organics / Google +  Facebook  Blog  YouTube / Flickr  Twitter

Facebook  Over 950 million users  Over 50% of US population has an account  No other media source has this much attention, tv,

newspaper, magazines, radios etc..  Info on birth date, email address, place of work, education,

interests, etc..  Create your own profile and then a business profile  You will be the original admin for the site

Personal Profile

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Facebook Content  Anything but not so often as to have people remove you.  Website link, Demandforce link, local business profiles  Blog link  Photos- over 300 Million Uploaded Daily  Staff input  Videos  Promotions  Call To Actions!  Limit posts to about 80 characters has shown higher engagement  Use full URLs they get 3x higher activity

Facebook Content (or any Social Media)  Limit the type of personal info, photos and activity that

you post.  HIPAA  Employee Manual needs to be upgraded to cover usage  Do not discus patient/business matters  Do not post fees or discounts (call for details)

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Facebook  Content posted in the early morning & evening have a 20%    

higher activity level due to work places blocking usage Thursdays have the highest level of engagement for brands in health & beauty industry Posts ending with “?” have a 15% higher engagement rate Would is one word having the highest potential “like” Post, comment and like are the most commonly used

Where to start?  Google Organics / Google Places  Facebook  Blog

Facebook  Send out mailers, emails, texts letting people know you are on.  Solution Reach, Sesame, Demandforce automated information  Give a flier to all patients at checkout with a Call To Action  Advertisement in front office and website  DENToolz media marketing screen  http://www.facebook.com/badges/  Profile, Photos, Like, Page  After 25 Likes you can claim your vanity URL  ie. facebook.com/aestheticdentaldesigns  Claim yours at facebook.com/username

BLOGS  Creating an on website blog*  Increased web traffic by 32%  Users spent 38% more time on the site  They looked at 30% more pages per visit

 YouTube / Flickr  Twitter

*Inside Dentistry, Feb 2011 p.12

BLOGS  Coincide with content from website and SEO.  Blog on Implants, a YouTube video on Implants and

keyword optimized landing page for Website on Implants.  Post quality informative content for lay people don’t always

make it about your business.  Keep blogs short, use catchy title and images  SEO content, links, web copy and keywords  Make it interesting that people would share it on Facebook,

etc.

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Where to start?

YouTube

 Google Organics / Google Places

 If a picture is worth a thousand words, then a video is

 Facebook

worth millions.

 Blog

 Demonstrate procedures, patient testimonials, staff

 YouTube / Flickr

 YouTube videos can be embedded within blog posts

 Twitter

creating more value as content.

YouTube

Where to start?

 Second most popular search engine second only to

 Google Organics / Google Places

Google.  Valuable SEO, Google ranks very highly and tries to put one in for each search content  Keep videos short so they will be watched to completion. This is important to rankings.  Use keywords and business name to optimize for SEO.

 Facebook

Flickr.com

Where to start?

 Blog  YouTube / Flickr  Twitter

 Image archive

 Google Organics / Google Places

 Indexed by Google

 Facebook

 Adds to online ranking

 Blog  YouTube / Flickr  Twitter

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Twitter  Over 200 Million Accounts  140 Characters  Photos  Links  Blogs, videos, etc

Patient Reviews  Worried about bad reviews?  Best defense is a good offense!  Harness the power of the internet  Prequalified new patients  A support community  Reputation management

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Patient Reviews

Yelp, Angie’s List, Dr.oogle, etc

 Feedback helps to customize the office and patient

 Get signed up its free

   

experience. Numerous positives dilute the potential negative Use great customer service to handle negative reviews Photos and video testimonials are great to ad What would be important for a patient to read?

 Get people to write reviews that use these services  Having a presence is important  Do not buy the service

Google Alerts

Mobile Devices

 Get updates on any words

 Get a secure WiFi in your office

 Track reviews

 Let patients surf for free (iPads)

 Get a gmail account and monitor key words about you

 Have them take a video or photo and post it.

and your brand

 Write a review and post it.  Check in on Foursquare, Facebook or Google etc  Make sure your website is mobile friendly  More internet usage is going towards mobile devices

Mobile Devices

Mobile Devices

 Circumvent their work place WiFi

 Over 300 Million Mobile phone users and growing  Over 90% of smart phone users access the internet or

 Over 200 Million mobile Facebook users  Google mobile is the #1 platform  Separate Google Bots  Largest growth on the internet currently

email daily.  Mobile Searches are growing and have exceed

traditional computer based local internet searches as of 2013.  Websites must be compatible for all sizes and types of mobile devices, “RESPONSIVE”

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Internet Marketing Importance  Big Opportunity  Build a larger relevant existence prior to others you will potentially always be ahead.  Least expensive and most effective marketing 

PC sales in first two quarters of 2013 down 25%

Compared to external marketing campaigns and advertising

 Internal marketing and word of mouth has become

huge with social media

Internal Marketing Strategies  Critical Mass

 Referral brochures to all patients  Call patients, post appt.  Strategies  Post appt survey, review, &  Ask patients for referrals referral text or email  Outgoing patients  Exceptional customer service patients  Monthly practice emails  Influential individual  Facebook followers  15 or more referral avenues



Work at a large company Know a lot of people Big internet user

 Blog followers    Text, email, Facebook  Educating the importance of referrals promotions

Internet Marketing Problems  Time constraint  Manpower  Employees = Marketing Coordinators2 (E=MC2)  Internal and Internet Marketing  Hire outside company?  Utilize software to not need additional employees and

expenditures

Practice & Employee Impact

Word of Mouth Marketing

 30 minutes or less total for day  Once in the morning to post  Check at lunch  End of day responses if needed  3-5 times per week  Adding about 2 hours of additional work to the week

 Attempt to get every patient to refer one new patient

each year  Yearly promotion or quarterly for all patients that are

on Facebook and have provided one referral that calendar year  Monthly promotions on webpage and Facebook 

Eventually Google +

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Game Plan  Set a years worth of monthly agendas to optimize your

marketing  What is your brand name and how does it appear?  Purchase a web domain or multiples  Select an easy, short domain name (it can forward to a vanity domain)  Define who you are marketing to and what you are marketing.

Modern Marketing 101  Website (properly fabricated, optimized and

modified monthly or more)  Google +  Yelp  Facebook

 Outline monthly goals to be tasked and managed with

deadlines.

Dental Website builders       

Officite Einstein Pro Sites Dentalwebsites.com D4Umarketing Solutions21 Others…

Dental Web Creation, Marketing & Patient Interaction Companies  Sesame  DemandForce  Solution Reach  Patient Activator by 1 800 Dentist  360 Lighthouse  more….

Advertorial

 Dental Products Report 2/2012

Mobile Webpage Optimization  Less that 2% of websites are mobile compatible 

G Lombardi, Officite (BIA/Kelsey conference)Glidewell Chairside 2/2012

 Webpage uses flash and does not size correctly

on all devices

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So you’ve got a website…..

So you’ve got a website…..

 Unless it is fabricated and linked optimally it is the

 How old is it?

same as having a billboard in the desert along a deserted highway.

Internet is More than a Pretty Website       

SEO Social Media Reviews Images Videos Blog content New companies and software!! ….and more

 When is the last time

you updated it?

Websites….  Are you taking the red pill or the blue pill?

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Websites  Appearance  Function  Content

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Websites

Do you want to be a star?

 What products are available?  Which ones should you have?  How are they best utilized?  Just because you have it does not mean it works correctly.  How do you verify yours is correctly built and modified

monthly?

Or a Sun?

Our single star is but one amongst 250 billion stars in our galaxy

Websites

Websites

 How pretty the website is not important

 Who do you trust to build?

 Don’t have to spend a lot of money on the site

 Initial cost? Residual cost?

 Spend money on SEO and Website Optimization

 ROI?  Who manages program?  Delegateable?  Training?  Learning curve?

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Website- Must Haves

Websites

      

 Easy to navigate with few pages (think phones)  Quality content & images  Negatives  Slow to load  Busy  Music  Lack of meaningful content  Flash

Aside from proper build Easy Navigation Responsive (Resizable) Directions Blog Landing pages Photos (YOUR CASES)

 Call to action  Link buttons  Facebook  Twitter  Google +  Yelp  YouTube  Flickr

Lobby Patient Education Display

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ContentActivator.com  The ability for you or delegate to anyone to control:  Web page layout, content, meta  Blog  Images  Run Analytics  Marketing  Landing pages  Lobby Patient Display  Single site that is optimized to run on any type or size of device.

• Change is hard, but it is possible

Just got a whole lot easier thanks to new technology

Income vs. Overhead

WEAVE

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Weave  Discount for being here today  Promo Code: TJ3688  (888) 579-5668  Compatible with Dentrix (G4 & G5), Eaglesoft,

OpenDental, Practiceworks, Softdent

Todd Snyder, DDS, AAACD [email protected]

Handouts at www.dentoolz.com

www.getdubs.com

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