The Essentials of Dental Patient Marketing: Dental Office Presentation

In last week’s article, Dental Marketing: 7 Ways To Turn Your Dental Office Into a Hot Marketing Machine we wrote about the importance of an effective dental office presentation.

We highlighted Marina Pacific Heights Dental Care in San Francisco as an example of a dental practice that exemplifies a great dental office presentation — one that effectively markets new patients on its own.

dental office presentation

This practice effectively attracts new patients 7 great ways with …

1.  An effective dental office front.
2.  Dental signage that is easy to read from a distance.
3.  Use of the office phone number in branding.
4.  Effective window advertising displays.
5.  Prominent front door signage.
6.  Use of key visuals with pop-art sculpture.
7.  Utilizing the entrance space as an advertising platform.

We asked Dr. Steven Brattesani about his obvious passion for dental marketing and attracting new patients. He offered the following –

“There are still more changes to come …  like the giant custom-designed tooth brush and mirror … which will be finished with lighting and marble bases.  I also have fiber optic LED shadow boxes that are being redone that will change color at night.  It’s funny to watch how they stop everyone in their tracks.  People walk from one to the other to see what’s inside! Being located on one of the busiest thoroughfares in my section of town with 65,000 cars a day driving by, I have tried to maximize my frontage …”

Marketing your practice through a powerful dental office presentation strengthens your identity, reminds people of your dental practice and is simply good business.

Dr. Brattesani doesn’t stop there, he goes on to say –

“Times have been tough with the economy … and (effective) marketing takes time and staying power. I have been co-marketing with local businesses. I give them a free nicely packaged travel tooth-Brush/micro toothpaste and Tooth Pick. So far, we have given away about 6,000 in this past month. It has rendered about 14 or so new patients…”

Dr. Brattesani’s dental marketing involves utilizing multiple elements to attract new patients, increase production, and make his local community aware of his services.

The Wealthy Dentist's "The $1,000,000 Sign"Dental practice marketing may seem — to the dentist —like an overwhelming task.  But really it’s a combination of sound judgment and understanding what works.

The worst thing you can do is to put it off because it seems like too much trouble.

Dr. Steven Brattesani is living proof of what can be done with a little creative spark and imagination.

If you still are apprehensive about dental practice marketing, the simplest way to start is to take a quick look at TWD’s “$1,000,000 Sign” tutorial.

An effective dental office front.

Dental Marketing: A Guide for Avoiding Negative Online Reviews

dentists negative online reviewsIn customer service it used to be said that an unhappy customer would tell nine to fifteen other people about their negative opinions.

Today an unhappy dental patient can influence hundreds of people by leaving a negative review on an online review website, in their Facebook stream or on Google Places.

Negative reviews can be painful, but is there a way to avoid a dental marketing disaster?

Mike Blumenthal of the Rapid Web Division of Blumenthals.com advises the following for avoiding negative reviews — I’ve adapted them for dentistry.

1- Do your follow-up.
Follow up with patients immediately after the completion of treatment with a call and/or an email to be sure that all went as planned. Identify problems early on in the cycle so that you can correct them before they become complaints.

2- Make complaining easy.
Build a culture that is truly ready to receive the complaint at every level of your practice, from the front desk to the doctor. Train your staff and train them well to not be defensive and to solve most problems immediately.

3- Respond quickly to complaints.
When you do receive a complaint, follow up quickly and try to resolve it. Nothing rankles like a dental patient stewing about your bad service like waiting for a return phone call.

4-Respond to negative reviews online.
Once the issue is resolved, circle back with the patient about the review. A recent survey has shown that an appropriate response to a negative can get the negative review removed in a third of the cases. A roughly an equal number of consumers posted a positive review after receiving a response to their bad review. Having a plan and responding appropriately to a negative review is critical to this process.

5-Never fake reviews or enter them on behalf of your patients.
It is imperative that you not provide reviewers with any trace that you are abusing your review corpus. Getting slammed by a patient review that questions your ethics calls into question your trustworthiness and integrity. It is the most difficult type of negative review to deal with, even if it is not true. Responding online to the question, “Do you beat your wife with a stick or a club?” creates a no-win situation.

6- Communicate with your local competitors.
Competitor spam reviews are becoming more common than ever. If you are on speaking terms with them, you are much less likely to fall victim to a puerile spam review attack. The reality is that other similar local practices are not the long-term determinant of your success, nor really your major competition.

Just remember that when you are dealing with a negative review, it’s important to avoid appearing sarcastic and placing blame on the patient.   Try and find out what may have set this dental patient off and see if you can prevent this from happening again in the future.

There may be a hidden opportunity in a negative review — if you handle it right — it can become a dental marketing opportunity

There is a story about an Italian restaurant that received an online negative review about their spaghetti. This lead to another negative review, and another, until the owner sat down one night and ate a plate of his spaghetti. He had to agree that his spaghetti was awful, and here he was running an Italian restaurant.

He decided to run a contest inviting people to taste different spaghetti recipes at his restaurant and vote on the one they liked best. The promotion ended up being a big success, and his restaurant ended up with a new, improved spaghetti recipe that customers loved.

He then went on to promote his restaurant as one that actively listens to what the customer wants. He turned a negative into a money-making positive, and past customers are coming back to his restaurant too.

How would you handle a negative online review?

Discover What Dentists Are Saying About Dental Lasers (video)

Discover What Dentists Are Saying About Dental Lasers  (video)Dental lasers are quite literally cutting-edge technology.

Some dentists find them an amazing tool for fighting gum disease. Others find them highly over-priced and not particularly useful, while others want to buy them, but can’t afford them yet.

Speaking of a dental laser, one dentist said, “It is the best thing to come along in dentistry in the past 20 years!” While another complained, “The laser I paid so much for isn’t a comfortable part of any treatment I do. It’s not paying its own bills!

The Wealthy Dentist conducted a survey asking dentists if they use lasers on soft tissue for the treatment of gum disease. Watch the video to hear how the dentists responded —
 

 
Are you using dental lasers in your dental practiceWhat do you think?

Dental Marketing: How to Set Up a Google+ Dental Practice Page

Dental Marketing: How to Set Up a Google+ Dental Practice PageGoogle has launched Google Plus For Business which now allows dentists to create a Google Plus Page for your dental marketing.

Google Plus For Business is a set of tools that can help you grow your dental practice and enhance your dental marketing efforts.


Setting up your Google Plus Page is simple, just a few steps and you are ready to go.

Step 1: Create a gmail account.

Go to mail.google.com to create a new account. You will see a bright red button on the upper right to create a new account. Make this gmail account your practice name, or geographic location. Stay away from personal names and think of this as an office email address.

Step 2: Create your profile.

This simply involves choosing a photo that will represent this gmail email account.

Step 3: Go to: https://plus.google.com/pages/create

This is where you will create your Google Plus dental practice page. You will be asked to choose your business type and enter your main office phone number and Google will attempt to locate your dental practice.

Step 4: Edit your profile.

This is where you will be asked to create a tagline for your dental practice and then upload a business photo for your page.

And your Google Plus dental practice page is done!

Next you should think about the way that you want to engage visitors on Google Plus with more product-focused content.

Maybe you use your Google Plus page for only sharing special price promotions for people who join your circle. Only offer these promotions on Google Plus so that people have a reason for connecting with you on Google Plus. Offer something they can’t get anywhere else from you.

Some ideas for promotions are —

1. Special giveaways.
2. Free treatment with a scheduled appointment in a certain number of days.
3. A discount on an office visit.

Google Plus supports hashtags, which when clicked will take people to a search for that keyword on Google Plus, as well as any other content tagged with that hashtag. You could create a promotion-specific hashtag like #freeteethwhitening to promote on Google Plus with users in your circle.

Why do you need a Google Plus dental marketing Page?

Because eventually not establishing a page will likely become a missed opportunity in organic search. When potential patients use Google to search for a dentist, they will not only be able to find your practice through search within Google Plus if they use it, but also on Google’s search engine itself which translates into more ways to be found on the Internet.

From a dental marketing point of view that’s reason enough to get to know Google Plus?

Dentistry Gone Wild! Can a Dentist Talk to Zoo Animals at Night?

Dentistry Gone Wild! Can a Dentist Talk to Zoo Animals at Night?Does scaling a fence at the zoo relieve stress for dentists?

Maybe one dentist thought so before getting into hot water over a nighttime wall-climbing stunt.

Louisiana dentist Dr. Matt Sanderson is being investigated by the Monroe Police Department for entering the Louisiana Purchase Zoo by scaling the fence after hours.

The dentist told the Star News that he picked up his 14-year-old daughter and six of her friends from the movie theater  after seeing the movie “Man on a Ledge” and decided to take them on an adventure.

“One of the girls said something about seeing a movie about a zoo, so I said, ‘Well, let’s go to the zoo.’ We got there about 8 p.m. The fence was not very tall so we climbed it and went inside and took some pictures,” Sanderson said.

Upon leaving the zoo, the dentist was approached and questioned by the police, but not arrested.

Monroe Police Chief Quentin Holmes confirmed that Dr. Sanderson has not been charged with trespassing, but said the investigation is expected to conclude next week.

Dentist Sanderson spoke with zoo officials the next day and apologized. He also ended up apologizing to the girls’ parents. He claims only one mother was upset because she believed he took her daughter into an unsafe area.

Once the story hit the news Sanderson confessed to The Star that, “Right now, sitting here in the light of day, it wasn’t the smartest thing I’ve ever done. I’ve done a lot of fun adventures, but I agree it went too far.”

He’s one lucky dentist, many of us here in California remember what happened to the youths who entered the San Francisco Zoo at night and were mauled by a tiger.

I actually think this doctor handled the potential blow-back on this escapade fairly well. Just about everyone has done something that ” in the light of day, it wasn’t the smartest thing I’ve ever done.”  That doesn’t make right but by apologizing publicly and profusely he has mitigated the incident as best as possible under the circumstances.

Next time he might want to take the girls to an indoor rock-climbing facility instead.

For more: Dentist Says Climbing Zoo’s Fence After Hours Was Mistake

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