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Grace Rizza
Get the
OWNER, IDENTITY DENTAL
FOR MASSIVEPRACTICE GROWTH
G.I.S.T.
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Text slides to 31996
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Intro to G.I.S.T.
• Growth (main focus)
• Innovations (sub focus)
• Systems (sub focus)
• Team (sub focus)
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Leave with a Plan• Problem with Seminars:
• Lack Implementation Plan• Overwhelming amount of info• No time to Implement
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G.I.S.T.GROWTH PLAN
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Identifying Your Growth Goals• Start with Profit (Book
Recommendation: Profit First)• Subtract Overhead
Percentage • LEAVES YOU WITH REVENUE
GOAL• Work Backwards • Average New Patients Per
Month in 2018 & Revenue in 2018
• It’s all Relative
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Example
• Revenue in 2018 = $800,000• Average Monthly NP =
15• Revenue Goal in 2019=
• $ 1,200,000• What will Average NP
Goal Be?• 22.5 NP
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The Value of a New Patient
• $10,000• Job Security• Helping People
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Referral SourceReporting• Monthly• Number of Leads -
Not New Patients• Number New
Patients• PER REFERRAL
SOURCE
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Example:• 2018 New Patients = 180• Patient Referrals: 72• Google/ Internet /
Website: 46• Signage / Location: 22• Facebook: 10
• Unknown: 20• Events: 10• GOAL: INCREASE BY 270
Total, 90 MORE / 7.5 NP More / Month, KNOW every new patient referral source
* Per referral source
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• 2018 New Patients = 180• Patient Referrals: 72• Google/ Internet / Website: 46 +10• Signage / Location: 22 +10• Facebook: 10 + 20• Unknown: 20 ?????????• Events: 10 + 30• GOAL: INCREASE BY 270 Total, 90 MORE / 7.5 NP More /
Month• PER REFERRAL SOURCE
What Can We Improve?
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What Can WeInvest?• $200/New Patient• 7.5 x $200 = Additional
$1500/month to marketing• Will also need to
invest time to increase Referrals & Events
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How to Improve?
• Google/Internet/Website: 46 + 10• Increase Budget by $200• Will not be able to
determine what is realistic expectations without Identity Dental Marketing team.
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How to Improve?
• Signage/Location: 22 + 10• Add External
Temporary Signs Quarterly• Invisalign Special• Smile Makeover
Consult• New Patient• We Welcome Kids
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How to Improve?
• Facebook: 10 + 20 (~$350/month)• Do a weekly video
and boost it• Consider 52 Weeks of
Social Media from Identity
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How to Improve?
• Events: 10 + 30• Host a Quarterly
Event• Purchase Marketing
Kit and Assistance• If the previous year
you did one event, this year, you’ll want to host 4.
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HOW TO HELP ENSUREPRACTICE GROWTH?
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Delegate, delegate, delegate!
• Train your team on how to identify every source of new patients
• Make sure your team is tracking new patients
• Your team can help with the responsibility and tasks for growth
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Set a Goal
• Goal-setting is very important
• May be difficult at first
• Helps maintain focus
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Implement a high-powered marketing campaign• Takes time and expertise
• Refer to the marketing experts
• Using one company for all of your marketing ensures consistency
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Stay Motivated
• Maintains high morale
• Keeps environment excited for growth
• Up to you to create and lead your team’s motivation
• Set up a reward for goals accompolished
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Growth Roadblocks
• Business hits a growth plateau
• Industry changes
• Unexpected competitors
• Uneasy team
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Cleaning Your Growth Roadblocks
• Shake up your marketing
• Invest in your marketing = invest in yourself
• Bring in the experts
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G.I.S.T.INNOVATION PLAN
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Innovation Plan
• What technology is available to save us time / money?
• Is it time to update anything in the office?
• Are our appointment reminders and tech services effective and competitively priced?
• Where can we improve?
• Should we implement Project Management Software?
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Innovation in Marketing
• Social media is always adapting and algorithms change
• Does your marketing keep up?
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Examples
• Grace uses online scheduling to save 10+ hours per week
• Project Management software -Teamwork
• Lighthouse360 vs. RevenueWellvs. Yapi vs. Weave
• Digital Forms, Digital Check in, Headsets for communication
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G.I.S.T.SYSTEMS PLAN
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Systems Plan
• When new patient arrives for appointment, update the new patient spreadsheet
• Monthly Reports (inclusive of new patient referral sources)
• Quarterly GIST meetings pre-booked
• Assistant does inventory every other Friday - teamwork assignment
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• Create Recurring Tasks
• Protect Systems in Case of Turnover (Easy to re-delegate)
• Makes training digital and at fingertips
• Allows for file storage -flyers, logos, etc.
• BIGGEST benefit: Template a workflow
Benefits of PMSoftware
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G.I.S.T.TEAM PLAN
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• Hire Additional Hygienist
• Post Ad
• Interview weekly, personality profile, hire hiring help
• Make sure Nancy is busy and held accountable
• Ensure Sue is taking patient photos
• Create Weekly Team Meeting Agenda
• Enhance morning huddle with new leadership agenda
Example Team Plan
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• Assign community event director• Assign social media
tasks• Add new marketing
advisor
Team
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• Each person brings a unique skillset • Capitalize on your
team’s passions and interests• They’ll be even more
excited and motivated
Strength in Numbers
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WARNING• 3-5 Items Per Quarter
• Each item is delegated to one person
• Plans without deadlines are mere suggestions
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CREATING YOUR OWNG.I.S.T. USING HANDOUT
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• Do something daily• Delegate to one
person• Involve entire team• Examples of
Recurring Tasks / Weekly Goals
Internal Social Media Organic (+Boost)
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• Team posts something against brand standards
• (flossing full-size tooth for Premiere Dental)
• Wrong colors
• hashtags a competing practice
• No boost, tags or exposure
• No consistency
• Generic / Boring
• Does not point back to website ever
Organic Social Media Fails
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• People love games
• Daily Accountability
• Put one person in charge of making sure it happens
• Post with most engagement gets a prize at end of month
Marketing Dice
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• Avoid it - doesn’t have to be perfect to start
• Talk like you’re rehearsed or reading a script
• Be in frame with patient or have your voice heard if recording a patient testimonial (crop it out)
• Have the patient in the dental chair
Creating Video ContentDO NOT:
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• Talk for 20 minutes
• Look too serious or forget to smile (unless talking on a very serious topic)
• Ramble on about multiple topics (I’m guilty of this.)
Creating Video ContentDO NOT:
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• Create habits - weekly testimonial shoot in same location
• Link to your blog once per week to generate retargeting
Creating Video ContentDO:
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• Editorial Content• Be Efficient• Invest in the Right
Camera• Don’t overthink It
Video Marketing Tips
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• Share a story• Educate your audience• Interview a happy
patient• Team engagement
• Celebrations• Contests• Meetings
• ‘Behind the Scenes’
Video Ideas
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• Great way to gain exposure
• Makes you memorable and shows your community how much you care
• Recruit your team to go to events within your community as well
Community Events
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• Professional Flyer• 4 Social Media Posts• E-blast• Press Release• Instructions for
Promotion
Successful Event Marketing
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• Part 1: Pre-Event• Event Promotion• Social Media• Press Release• Invite Local
Business• Etc.
Event Marketing:3 Parts
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• Part 2: During-Event• Facebook Live• Video Content• Testimonials at Event• Experience (food,
music, etc.)• Invite Press
Event Marketing:3 Parts
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• Part 3: After-Event• Feedback• Publish Photos• Submit After Event Press Release /
Story• Record How the Event Went Live, etc.• Recap on how you could have done
better for next event - ADD TO TEAMWORK
Event Marketing:3 Parts
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• Each Marketing Initiative Should be Categorized as Low, Moderate, or High Risk
• High Risk: TV Ads, annual commitment, $10,000/month
• Moderate Risk: Radio Ad, 3 Month Commitment: $3,000/month
• Low Risk: Monthly SEO, Facebook Ads, PPC - depending on budget and commitment
Calculating Risk of Marketing
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• Start Up Situation
• Business with Ample Marketing Budget and Comprehensive Marketing Plan
• Targeted, Unique Service Offerings - Hybrid, Sleep Apnea, Invisalign, etc.
• Should always enhance YOUR brand
When to use High Risk
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• Looking to attract handful of bigger cases / month
• Looking to add to low risk campaign
• Strong Tracking and Reporting in Place
• Big Case Marketing
When to useModerate Risk
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• Everyone should have this marketing running for general exposure and appropriate growth.
• Can graduate to higher risk options.
When to useLow Risk
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• You are worth the investment
Know Your Worth
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• Simple Method• Number of New
Patients• Cost to Acquire New
Patients• Collections from New
Patients• Average Value of
New Patient
Calculating ROI :Method 1
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• Production - Marketing Investment = Revenue
Calculating ROI :Method 1
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• Complex• Actual Collection Per
Patient Referral Source / Cost of Advertisement = ROI• We can track this for
you automatically
Calculating ROI :Method 2
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• Brand Goals (Update Logo)
• Website (Redesign & SEO)
• SEO, PPC, Social Media Strategy ($2500/month)
• SEO - General Keywords $800
• PPC / Social Media - $400 management, $1300 Ad spend
• Quarterly Events ($500/month)
• Referral Boost Strategies (monthly internal team training)
Sample Marketing Plan
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IF WE WANT PEOPLE TO START EMBRACING DENTISTRY,
WE MUST EMBRACE MARKETING.- GRACE RIZZA
GO.ONCEHUB.COM/GRACE
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FREE DENTAL MARKETING ADVICE
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