Xaña Winans, President

Golden Proportions Marketing

From First Call to Closing the Case

Brand Building

• Branding

• Signage/Location

• Magazines

• Newspaper

• Radio

• Television

• Direct Mail

• Billboards

• Public Relations

• Web Search

• PPC

• Web Display Ads

• Community Presence

• Reputation/Word of

Mouth

More than a logo, it’s your …

Brand Development

• A Brand… – Is more than a logo

– Is an extension of yourself

– Speaks for you when you cannot

– Is communicated through written, verbal and visual communication

• Greensburg Family Dentistry • Carolina Smile Center • Floss • Smile Savers • Dr. Larry Winans • Dr. Lawrence J Winans, DMD, FACD, MAGD, PC

Your Branding Statement

A literal statement of your USP,

often your tag line:

• Your smile means the world to us

• We’re known for our smiles

• The thing about us is…we’re all about you!

• The difference is the dentistry

• Changing lives one smile at a time

Your Logo

• Styles can be: – Textual

– Geographic/Nature

– Artistic – Abstract

– Classic/Elegant

– Contemporary/Tech

• But it should not be this…

How Does This Logo Make You Different From Any Other Dentist?

If you MUST have a molar in your logo…

Does Your Brand Match Their Expectations?

• Communicates an image before they

walk in the door.

• Am I in the right place?

Want Patients To Assimilate With

Your Brand?

Signage and Location

Location, Location, Location

• 80% of patients come from a 5-6 mile

radius.

• How dense is the competition?

• BEFORE YOU MOVE!

Research population growth and

demographics (CLRSearch.com)

One of 100

Work-Live Retail Space

Home or Office?

Before…

Before You Invest in Signage

• Research municipal regulations

• Size and height determined by zoning

• Visible at 75 yards in either direction

• Directionally lit at night, on timers

Is Print

Really Dead?

It’s ALIVE!

• Long term tangibility

• Perceived credibility

• Less competition for advertisers

• Visual medium for a visual product

• Reader actively engaged with the media

• Loyal audience

• Higher message retention rate

Center for Media Research

Eye tracking software determined:

• A full-page, four-color magazine ad had 83% of the value of a 30-second television commercial.

• A typical Internet banner ad had 16% of the value of a 30-second television commercial

Do You Trust the Advertiser?

0%

10%

20%

30%

40%

50%

60%

70%

Print TV Internet

Trusted Media

VTT

Research,

March 2013

Reputation…or Action?

• Branding Ads

– Best in lifestyle magazines

– Build awareness of your services and quality

• Action Ads

– Best for newspapers or weekly publications

– Quickly draws the reader to action

More Than Magazines

• Newspaper – Dailies, Local Weeklies

• Magazines – Lifestyle, Health

• Arts Programs

• Church Bulletins

• New Movers Guides

• Yearbooks

RADIO SPOTS

The Theater of the Mind

• Radio reaches 95% of all Men & Women Ages 35-64

• Targets affluent adults: 94.7% from 75K+ HHI listen 2.5 hours each day.

• Average person listens to 14.5 hours of radio a week

• 75% listen every day, 94% every week

• Intrusive medium with a highly targeted reach

• Radio sells everywhere – car, work, home, beach, office, online.

Go Beyond FM

• AM – Sports and News

• NPR Sponsorships

• Online – the new “listen at work”

• Sirius XM – 25m subscribers, national only

• Itunes Radio – 20m listeners, national only

• Pandora – 76.2m listeners with highly

targeted local advertising

Script Tips

• Write from the first person perspective to help create an emotional connection

• Write for the ear and the eye – use sound effects to help people “see” the product

• Offer a landmark/point of reference for your location

• Direct listeners to your website and spell out complicated web address

Make A Movie in Their Minds

Get Personal

Live Reads and Talent

• Live reads insinuate personal endorsement – PR value

• Costs more but can be worth it

• Canned reads from on-air talent get lost with everything else they record

• Mix in with your personal recordings

When to Run Radio

• 60% of adults 35-64 listen in the car

• Run spots when you are open or direct

office phone to a cell

• News/Weather sponsorships limit channel

surfing

TV COMMERCIALS

The Script

• 45 words to a :30 spot

• You’ve got 50% of their attention.

BE INTRUSIVE

• Tell a story!

• KISS. This is not yellow pages.

Make it Relatable

DIRECT MAIL

You Hate It at Home,

You’ll Love It At the Office

The Powerhouse of

Practice Marketing

• Highly targeted audience

• Excellent for expensive metropolitan

markets

• Good format for more detailed

information – educate about a new

product

42%

38%

35%

List Offer

Creative

Saturation or Targeting?

Age – Income – Education - Home Value

Interests – Zip Code or Radius - Children

30% • If you don’t have an offer, don’t go to the

mailbox

• FREE is better than a discount

• Screenings are better than a consultation

• Don’t bury the offer

10%

Message

Design

Creativity

It’s Called DIRECT for a Reason

• Short paragraphs, short words (5 letters or less)

• Don’t waste time with warm up copy

• Use bullets, bold and italics – people SKIM

• Tell the reader something he already knows to

show you understand them

• Dramatize the value of the product

It’s Not About What YOU Think Is Important

It’s About Solving THEIR Problems

You Have a Nano-Second

“Okay, so we got another phone call today from someone who received the postcard.

The first thing he asked was whether or not we are contracted with his dental insurance, and unfortunately, we are not. He said this is a really big deal to him because he doesn't want to go to someone who is out-of-network.

He asked a few more questions, and he hemmed and hawed awhile, and finally he said, "You know what? I guess I don't care if you're out-of-network. I just really liked that postcard. That was really good. Go ahead and schedule me!"

Patience Is A Virtue

• 1% AFTER 4-6 x mailing

• 9-12 months to see true results

• Patients hang onto materials until they

are ready.

Direct Mail Alternatives

• New Movers Mailings

• Newspaper Inserts

• Newsletters

• Shared Mail

Public Relations and the Art of the Spin

Public Relations & The Art of the Spin

Some are born great. Some achieve greatness.

Some hire public relations officers. - Daniel Boorstin

Building a Powerful Internet Presence

Xaña Winans, President Golden Proportions Marketing

If you want to get KNOWN, you have to be found first.

1. Place Page Signals

• Categories

• Keyword in

Business Title

• Proximity to

the searcher

2. External Location Signals

• NAP Consistency

– Name

– Address

– Phone

• Citation Volume (Can be a mention,

not just links)

3. On Page SEO

• Domain Age

• Title Tags

• Nap Consistency

• Domain Authority

• Keyword Usage

Where Do I Find Title

Tags?

4. Link Signals

• Inbound Anchor Text

• Linking Domain Authority

• Linking Domain Quality

5. Review Signals

• Review Quantity

• Review Velocity

• Review Diversity

They MUST be Good

Not Even In Contention…

6. Social Signals

Fans, Followers, +1’s Fan/Follower Engagement

Your Ideal Strategy Mix?

It Totally Depends…

What Response Do You Want?

• Branding: TV, Magazines, Web, Social

• Action: Radio, TV, Newspaper, Direct

Mail

What Size Market Are You In?

• Major Metro

• Small City

• Suburban

• Rural

The 5 Rules of Successful Marketing

1. Know Your Audience

Words for Men

• Hierarchy

• Superior

• Advantage

• Exclusivity

• Respect

• Being Right

• Individual

• Self Reliant

• Autonomy

• Freedom

• Unique

An Ad Built For A Man

Headline

Make Your Point

Body Copy

Build rapport by establishing status/superiority

Illustrate competitive advantages

Be BRIEF

Contact Info

Big, bold, easy to find

Headline: Short

Body: • Superiority– “Celebrity

Dentist”

• Competitive Advantage

– “I’ll Make You A

Celebrity”

• Brief – 2 lines of copy

Contact Info: •Phone # is bold

•Web Address bottom right

Words for Women

• Equality

• Fairness

• Friendship

• Inclusivity

• Trust

• Group

• Mutual Support

• Interaction

An Ad Built For A Woman

• Headline – Engage me emotionally

• Image – I can relate to the model’s physical appearance

• Body Copy – Solve my problem/make my life easier

• Call to Action – Engage me in a conversation

Reader

Benefit

Solves A

Problem I

Have

Call to

Action

Emotion

al

Benefit

2. Find Your Voice

Experienced Expert Friendly and

Approachable

3. Give People What They Want

• Time

• Comfort

• Money

• Popularity

• Praise

• Pride of Accomplishment

• Self Confidence

• Security

• Leisure

• Fun

• Prestige

• Enjoyment

• Health

• Better Appearance

• Exclusivity

• Envy

• Ego Gratification

• Business Advancement

• Social Advancement

Help Them Avoid Something

• Embarrassment

• Offense to others

• Domination by others

• Loss of reputation

• Pain

• Criticism

• Risk

• Work

• Effort

• Discomfort

• Worry

• Doubt

• Guilt

• Boredom

4. Be Specific. Be Focused. Be Crystal Clear.

Name Blocked to Protect the Innocent

Who Is This Woman?

5. Watch Your Language

• Forget the rules of grammar - write in the human vernacular

• Do something to provoke a response

• Use specifics – Specific Benefits

– Specific Price

– Specific Savings

– Specific Proof

– Specific Credentials

Yale’s Top 12 Power Words

• Discovery

• Easy

• Guarantee

• Health

• Love

• Money

• New

• Proven

• Results

• Safety

• Save

• Your

Likable Websites

User Experience

Visual Design

Content Strategy

Interaction Design

First Impressions Still Count

#1 Site for “Chicago Dentist”

#2 Site for “Chicago Dentist”

Keep Brand Familiarity

Put a Face on It

Skimmable Content – 28% Read

Go Right to the Benefits

Write Like a Friend

“Hi, my name is Brett Taylor. If you're surfing the net looking for a new dental home, you need to know this is not your average dental practice, and I'm not your average dentist.

If you've got your heart set on visiting an average dentist (you know the type, grim expression, excess facial hair, and the men are worse) then you are not going to be happy with us. We’re different, and we’re happy being different.”

Get Personal. And Personable.

Where are you guys located?? I am deathly afraid of the dentist and I would love a little oral humor to lighten

things up!

Even though your office

is two hours away,

I think it might be worth the drive.

Using Video Effectively

• Use click to play over auto-play videos

• Push videos to Facebook, Twitter

• Eblasts with Smile Reminder

• Add to landing pages

• Welcome to our practice

• FAQ’s – How do I brush a baby’s gums?

– What’s the proper method to floss?

– How do I save a knocked out tooth?

• Patient testimonials – Use a comfortable setting, not the dental chair

– Feed them leading questions

– Under a minute

• Office tour

AACD Member?

Usable Navigation

Are You Mobile?

Mobile Friendly

Mobile Optimized

Responsive Design

5 Questions Your Website Must Answer

1. What type of business is this? Not always as clear as you might think.

2. Is this practice a match for me? (Do your images match your target

audience or do you personally prefer

blonde college age girls???)

3. How is this practice different from other dentists?

4. What are my next steps? Sign up for a newsletter

Read a blog

Buy a product

Schedule a consultation

5. Who else comes to this practice? Testimonials

Patient Photography

Get Social.

Want to be Likable?

Why is Social Networking so Popular?

People are inherently curious and voyeuristic

It’s incredibly easy to use

But the Real Reason We Love It?

• 30-40% of our daily conversations center around our own experiences.

• Yet, up to 80% of what we post on social media is about ourselves.

Harvard Study, 2012

Participants were given the choice of:

Talking about themselves or

Listening to others judge their thoughts.

An MRI showed that the act of self

disclosure lights up areas of the brain

associated with EATING and SEX.

Participant’s pleasure centers lit up more when they were told

they had an audience.

Participants enjoyed sharing about

themselves so much that they were willing to forego money for it.

So Many Social Channels – Where Do You Start?

Why Does Social Media Matter?

• People buy from people that they:

– KNOW

– LIKE

– TRUST

• Gives patients a glimpse of the “Man

Behind the Mask”

What’s the Magic Formula?

• 3 informative, educational posts – link

to articles, infographics, videos

• 1-2 promotional posts – contest,

special offers

• 2-3 personal social posts

Need a Few Ideas?

• Holidays – What was your favorite Christmas present?

– What did you dress as for Halloween?

• Team Member of the Month – Favorite dental practice memory

– Last really good laugh and what was it about

– How do you spend your weekends?

• Get LOCAL! HS sports, 5K races, charity events

• Smile Quotes

• Special “Days” – National Ice Cream Day

– Patient Day

– HolidayInsights.com (Bizarre & Unique Days)

• Financial Information – Insurance participation/how to maximize

– Care Credit – links to apply

– Invisalign for only $230/month

• Charity Work – Mission trips

– Battered women smile makeovers

– Fee extraction days

• Dental Emergencies – Treating a knocked out tooth

– What to do with an abscess on the weekend

– Signs of an impacted wisdom tooth

• Classic Dental Videos – Bill Cosby

– David at the Dentist

• Dental Anxiety – Don’t make the kids nervous

– Breathing/relaxation techniques

– Sedation options

• TMJ Pain – What causes it – Signs and symptoms

– How to treat it

• Cancer and Dentistry

• Pregnancy and Dentistry

• Blog Posts – link to your website’s blog

• Dental care for pets

• Awards and accreditations

• Guess the celebrity smile

• Foods and recipes for healthy smiles

In Other Words…

e Lighten Up!

#4 Answer the Phone First Impressions Count

Do your patients always reach a live body?

• When calling a business during office

hours in response to marketing:

more than half of people will not

leave a message on voicemail.

• 8% annual drop in people leaving

voicemails from July 2011 to July 2012 -

Vonage

When they do reach your office, what do they hear?

DR’S OFFICE, WHAT DO YOU WANT???

Dr. Miller’s, Can I

Help You?

It’s a great day at Dr. Miller’s office, this is Jenny, how can I make you smile today?

You Certainly Called the Right Place!

What You Need is Exactly What We Do

You’re Going to Love Dr. Miller!

Let’s Get You Set Up…

Don’t ask –

just state your next step

Caller Conversion Skills

• Bond with the caller/establish rapport

• Stay engaged/don’t prepare answers in advance

• Build value/reinforce their decision to call your office

• Avoid quoting fees over the phone

• Never answer just “Yes” or “No” – Think Yes AND…

Teach Your Team to Say YES!!!

Be Accessible

• Take calls during lunch – team can rotate days

• Answering service (please test them!)

• Forward calls when you are not in the office during SOCIETY’s normal business hours.

Mon – Fri

7a – 6p

On Hold

• #1 Patient complaint is SILENCE

• Captive audience!

• How often should you update?

The Script

• Highlight your strengths – awards, training, technology

• Offer a call to action

• Provide the most basic details – Web address

– Hours

– Fax/Email

Put the Power of Testimonials to Work for You

Testimonials Start Here

• Be Positive

• Be Passionate

• Be Genuine

• Be Kind

• Be Humble

• Listen

• Compliment Others First

TRUST - Do you have it?

Trust Comes From…

• Keeping promises

• Honoring the work (within reason)

• Authenticity in message and action

• Educating patients

• Caring service

• A culture of respect

AN EROSION OF TRUST

• The hygienist conducts the exam and the

dentist breezes in and out

• Preventative treatment isn’t necessary

• Dentist recommendations are only

“suggestions” with minimal consequences if

ignored for several years

• Dentists base decisions on finances rather

than patients’ health care needs

HOW DO YOU ENGENDER TRUST?

• Regular and open communication with

patients and prospects

• Ensuring that front desk teams are trained to

confidently answer questions and reinforce

the expertise of the doctor

• Trust is built over time, so keep your name

consistently in front of patients

10 LIKELY DISSATISFIERS

1. Using technical language or jargon

2. Having a condescending tone, attitude

3. Long monologues without a break to include their questions or concerns

4. Not taking care of their insurance and helping them understand it all

5. Jumping into a treatment plan without building rapport and knowing “who” they are

6. Keeping them waiting past 10 minutes

7. Lack of enthusiasm or emotion in your presentation

8. Not having a time and private place to discuss financial options

9. Overbearing or pushy doctor or staff

10.Not taking care of their chief complaint first

Courtesy Jameson Management

The New Patient Experience

• Pre first visit calls

• How do you greet new patients?

• Check in with patients during their

procedure to ensure comfort

• Create the WOW experience!

• Women care about the details!

• Large procedures: – Movies, blankets, snacks

– Detail a patient’s car

– Celebratory white basket

• Small procedures: – Ask about family/personal connection

– Hot towels, pillows

Fulfilled (and Unfulfilled) Expectations of Trust Turn Into…Reviews

You’re Only As Good As Other People Think You Are

Think Reviews Don’t Matter?

• 75% of reviews posted on review websites

are positive.

• 95% of unhappy customers will return if an

issue is resolved quickly and efficiently.

• 71% agree that consumer reviews make

them more comfortable that they are

buying the right product/service

• 70% of people consult reviews/ratings

before purchasing.

• People are 63% more likely to

purchase a product from a site if it has

product ratings and reviews.

• Customer reviews create a 74%

increase in product conversion

90% of Consumers Say Online Reviews Influence Buying Decisions

80% of Shoppers Change a Purchase Decision Based on Negative Reviews

Who Would You Call?

Negative Reviews?

1. Call the patient, solve their problem and ask them to remove the review.

2. Write a public response to the review

3. Get 10x as many positive reviews published

4. If not your patient, ask Google to remove it

So Many Review Sites, So Little Time

Patient Photo Shoots

Inviting The Patients

• Butter them up – these patients have avoided the camera for a lifetime!

• “Sell” the professional photographer and makeup artist – fun day for all involved

• Explain how you will use the shots

• Give a portrait or gift as a thank you

Most of your

patients are

NOT

supermodels!

(This is a

good thing!)

Don’t let

patients

do their

own

makeup!

Natural

makeup

leaves

the focus

on the

teeth

Booking The Shooter

• $1,000 - $2,000 per day for an 8 hour day

• Commercial shoot with lifetime buyout of all shots

• Each patient will have 2-3 location / wardrobe changes

• Additional fees for assistants?

• Ask for all high res images on DVD

• Recommendations on location?

Which images offer a greater emotional appeal?

Real Patients, Real Testimonials

• Interview – Motivation for Care

– Experience with Your Practice

– After Effects of Treatment

– Why Do You Love the Dr?

• Professionally write and get patient approval

• Get video testimonials at the same time

Reveal Party:

Unveil portraits

and have

patients

autograph

their images

Not Ready to Shoot Your

Patients?

You Can Still Promote Dentistry

Want to Trigger a Trial?

Sweeten the Deal

People Want Anything That…

• Reduces risk/avoids loss

• Increases perceived value

• Solves a problem

• Creates exclusivity

• Gives them a competitive advantage

• Gives them something they don’t have

Tried and Tested Offers

• New Patient Special

• Free Whitening “with” Purchase

• Free Implant/Cosmetic/Denture Consultation

• $1,000 off Invisalign

• 0% Interest Financing

• Free Sonicare for all New Patients

• Free Report/Special Information

• Guarantees and Warranties

Create Scarcity

• Limited Quantity

– First 25 callers

– Fees valid for first 15 Implant cases only

• Deadlines

– Offer expires January 31

– Offer expires in 30 days

• Special Qualifications

– New patients only

The New Patient Packet

Why Do I Need One?

• New patients › Establish expectations

› Build value for services

• Existing patients › Major case presentations

› Good for spouse/other decision maker

• Referral sources

• Manufacturers brochures promote them, not you

BE AN EDUCATOR

White Coat Syndrome

• Speaking – 125 words/minute

• Hearing – 400 words/minute

• 10 minute presentation – retain 50%

• 48 hours later – retain only 25%

Slow it down and make it visual

• People buy what they understand

• Professional presentations tell patients

that you are a professional

• Create your own or use what you

already have - Casey, Guru, etc.

Promote Financing Options

• Offer in-office financing

• We accept all major credit cards

• Run a variety of finance plans to see who has the best deal – not accepted on one, but approved on another for something.

• Promote 0% financing – Website

– Email

– In Office Displays

Approach Trends With Caution

• Sleep Apnea

• Cosmetics

• Implants

• Invisalign

• Implant Retained Dentures

• Lumineers

• Whitening

• Cerec

• Facelift Dentures

• Sedation

The Risks and Rewards of Niche Dentistry

Are You The…

• First?

• Only One in the Market?

• Most Experienced?

• Most Highly Trained?

OR

• Just an Also-Ran?

Seek Balance

75%

Hygiene, Family, Crown

& Bridge, Dentures,

25%

Cosmetics, Implants, Sleep Apnea, Occlusion

General

Niche

Would You Please REPEAT That?

Patient Retention

The average practice loses 50% of its

patient base every 5 years

– Appointment reminders

– E-newsletters

– Personal birthday wishes

– Social media management

It costs 6–7 times more to acquire a

new customer than retain an existing

one

– Bain & Company

A 2% increase in customer retention has

the same effect as decreasing costs by

10%

– Leading on the Edge of Chaos,

Emmet Murphy & Mark Murphy

The probability of selling to an existing

customer is 60 – 70%. The probability of

selling to a new prospect is 5-20%

– Marketing Metrics

E-Newsletters/Targeted E-Blasts

Facebook is All About Engagement

• 15 million business pages on Facebook

• Complex algorithms that help people

see what matters most

Your fans don’t see all your posts

• 96% of fans don’t go back to a

brand’s page after initial

engagement

Edgerank

• An algorithm that measures:

– Affinity: how closely affiliated you are to that

follower. Interact more frequently with a

patient, get seen more often by that person.

– Weight of type of post: Photos, Videos, Text

– Time Decay: The older the post, the less

valuable

• Only 16% of your fans will see any given

post on average

Go Beyond Basic Text

• Photo albums - 180% more

engagement

• Pictures – 120% more engagement

• Videos - 100% more engagement

Emoticons

Hubspot reports that “something as simple as a smiley face emoticon in your post” can:

1. Increase likes by 57%

2. Increase comments by 33%

3. Increase shares by 32%

Ask a Question

• If Dr. Winans’ life was a feature film, what would it be? (kick start with an answer)

• Dr. Miller wants to sponsor a local charity – which one should we help and why?

• True or False questions

Posting Tip!

Write your question in a

“blank text” photo to get

more engagement and

higher visibility

If money was not an

object, would you

prefer a white smile

or a straight smile?

Share Good News

Tell Me a Story…

• Tell a patient’s story in phases of

treatment

– Motivation to come see you

– Consult

– Prep

– Seat

– Life changing result

Don’t Leave Them Hanging

• Respond immediately or same day

• Leave Facebook open – look for

notifications

• Reply as doctor for clinical posts, team

for social posts

Refer: The Holy Grail of Marketing

Why Do We Refer?

Exclusivity

Connection

Social Currency

Start With A System

• Practice how to ask for a referral naturally

• Incentivize your team

• Choose your targets each morning

• Use the two card system

• Review results daily/stay accountable

• Every referral gets a handwritten note

Expand Awareness

• Add a “refer a friend” incentive button

to:

– Websites

– E-Newsletters

– Automated Patient Appointment Reminders

• Promote the program with:

– Printed newsletters

– Displays in partnering businesses

Attention to Detail

• Don’t let a referral go by unnoticed

• Patient’s credibility is at stake – make the referred patient’s experience exceptional!

• Frequent referrers – go above and beyond! – Flowers to office

– Dinner out or Spa day

Are you Referral Worthy?

Is Your Practice…

Plain Vanilla?

Or Something Worth Talking About?

Celebrate Their Special Day

Accountability

Half the

Money I

Spend on

Advertising is

Wasted.

The Trouble is

I Don’t Know

Which Half. - John Wanamaker

So Many Tracking Methods…

Offers Redeemed

Email Open/Click Rates

Facebook Insights

Google Analytics

Forwarding URL’s

Tracking Phone Numbers

May I Ask How You Heard About Us?

(Dig Deep!)

Measure Reach and Engagement

Analytics

Google Analytics

Content Rank

Interpreting the Data

• Total Leads by Referral Source

• Total Appointments by Referral Source

• Case Acceptance Rates

• Calculate your: – Call to appointment conversion

– Treatment plan acceptance rate

– Cost per new patient – Marketing source ROI

What do you need to work on?

What’s My ROI?

Gross Profit – Marketing Cost

Marketing Cost

23 Patients: $50,000 production - $10,000 lab = $40,000 GROSS PROFIT

TV Production ($2,000) and Media ($8,000) = $10,000 MARKETING COST

$40,000 - $10,000 = 3 : 1 ROI

$10,000

And Remember…

Your Practice Will Not Grow By Web Alone

Search is only part of the game

Great Rank, Average Traffic

Great Rank, Excellent Traffic

Good Rank, Amazing Traffic

What Did You Learn Today?

Don’t Know Where to Start?

GPM’s Marketing Diagnostic

and Treatment Plan: $1,000

VAGD Members SAVE $500

(Exp. 2/28/14)

866-590-4476 Xana@GoldenProportions.com