tag:blogger.com,1999:blog-7397706313930858132024-02-20T17:48:20.963-08:00Athena Dental MarketingIdeas, advice and brilliant insights on marketing dentistry.Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.comBlogger18125tag:blogger.com,1999:blog-739770631393085813.post-71382980857206344902013-02-13T16:36:00.000-08:002013-02-13T16:36:39.464-08:00Can't Get it Right, Can't Get it Wrong?<span class="userContent">Here's something to consider: there is no such thing as getting it right. In fact, there is no such thing as getting it wrong.<br /> <br />
"Huh," you say. "That's not what I was taught, crazy lady!" Yeah, I
know, me either. But that's the secret, whether it's marketing or
relationships or running a marathon.<br /> <br /> If you decide to judge your personal success by reaching "IT" you will never be truly, peacefully, c<span class="text_exposed_show">ompletely
happy, save for those few moments after IT has been reached, because
that game - the one we all were taught to play, often called "keeping up
with the Jones' - insists that the next IT must a. exist, b. is better
than the last IT, and c. is the magic bullet which will finally bring
you true, peaceful, complete happiness. And around and around and around
and around we all go.<br /> <br /> So, right now, just step back from the
anxiety of trying to reach IT, quit being mad that you haven't reached
IT yet and instead be grateful that you get to play a game of reaching
for something that's even better than what is right in front of you,
RIGHT NOW.<br /> <br /> More crazy lady rants on this subject to come :) And yes, it does relate to marketing, I promise.<br /> <br /> Love to you all.</span></span>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com1tag:blogger.com,1999:blog-739770631393085813.post-69086534562256281042013-02-08T15:30:00.003-08:002013-02-08T15:30:36.258-08:00Best Use of a 15K Marketing Budget -- Start Up<b><span style="font-family: andale mono,times;">Best use of a 15k marketing budget -- Start up -- and where would you allocate cash?</span></b><br />
<br />
<br />
<b><u>Start at the beginning. It's really very simple and a lot of fun
when you follow my ten points, because in the end you get to create the
practice of your dreams, and what's not to like about that?<br />
<br />
</u></b><br />
<blockquote>
<b><u><strong>1. Vision:</strong> what is it? Who are you and why
will everyone love you? Refrain from using words like "caring",
"professional", or "quality" when creating your vision. Go for strong
verbs and nouns - ideas that compel your own personal action.<br />
<br />
<strong>2. Goals:</strong> both quantifiable (stay in business) and qualitative (have fun while doing it)<br />
<br />
<strong>3. Budget:</strong> $0 to $15000 - gold star for having a
budget. I've had clients with less, and clients with more, and the
difference came down to heart more than money, so don't fear.<br />
<br />
<strong>4. Timeline:</strong> Last month? Right away? A year from now? Choose a time frame in which to reach your goals.<br />
<br />
<strong>5. Resources: </strong>who do you have to assist you - family,
staff, professionals? Other businesses and friends willing to help
spread your message to your marketplace? Any chits and favors you can
call in? Kids to send out in the streets? (that was a joke...)<br />
<br />
<strong>6. Elements:</strong> BRANDING BRANDING BRANDING!! Imagine you
go to a grocery store in your sweats - how do people judge you? Imagine
you go in your Sunday Best - now how do they judge you? I can tell you
this - you don't go to the store naked. You're wearing
something - or, is something wearing you? Get control of it - after
all, you're the one choosing what to wear everyday in every situation in
which you find yourself - no one else is to blame. You will also choose
your branding as you go forward with marketing methods, even if you
don't have a clear message (see point 1 above) - and a fuzzy vs clear
message, ie brand, absolutely makes all the difference. The graphics,
words, photos, and layouts that you <em>have to use</em> in order to
market any method convey a message in and of themselves. If you don't
maintain control over the message you're sending and the elements you
send it with, you lose money, time, energy and make it that much harder
to realize your vision. <br />
<br />
<strong>7. Planning: </strong>First, choosing your Methods. Your
question above is asking about which methods to invest in. Another gold
star for asking the question. Now you get to choose what to do with
all the available options. Some may work better than others - websites
are a great idea, but depending upon your market, the amount of SEO and
ads is debatable. Always go for those methods that give you the highest
return on investment first, and that means simply talking with people,
inviting them to your practice. (Email me and I'll send you my Fear of
the NO: Happy to Get a No scripting and internal marketing card
template.) Second, figure out what Tools you need to create in order to
implement your chosen methods. <br />
<br />
<strong>8. Implement:</strong> just do it. It takes 9 times of seeing
your message before you even register as a blip in the consciousness of
your marketplace. The worst thing you can do is not follow your plan to
the end - don't ever give up.<br />
<br />
<strong>9. Evaluate: </strong>how will you know what has worked and what
hasn't if you don't keep track of your ROI, not only on the plan
itself, but each method you chose, looking at 1. how many patients
scheduled, 2. how many walked in the front door, and 3. of those, how
many accepted appropriate treatment <em>by each chosen method.</em> Only
then do you have the data you'll need to write your next plan, and so
on. This is trial by error - but if you never evaluate, you'll never
find the errors.<br />
<br />
<strong>10. Repeat. </strong>Keep doing steps 1-9 above as long as you feel like practicing.<br />
</u></b></blockquote>
<b><u><br />
For my marketing plan workbook and marketing plan spreadsheet, just
email me. As always, I promise you will never, ever be spammed by me in
the future. I'd rather teach a man to fish than sell the catch of the
day.<br />
<br />
Hope that helps,<br />
Here's to making dentistry MORE FUN!<br />
<br />
Nancy<br />
nancy@weseeyoushine.com</u></b>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-55905350054303420082013-01-16T16:06:00.001-08:002013-01-16T16:06:44.564-08:00What Are All the Various Marketing Methods Available These Days?<br />
<h1 id="topicTitle" style="background-color: #f2f2f2; color: #67829f; font-family: Arial, Helvetica, sans-serif; font-size: 18px; font-weight: normal; margin: 5px 0px 8px;">
<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Below a quick list of a few possible marketing methods, which are different from marketing tools. For example, SEO is a marketing method used to market your website, which is a tool. Or Direct Mail would be a method, and the actual postcard or brochure or whatever piece you use is a tool.</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">-Brochures: tool</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">-Demographic Reports: tool</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">-Direct Mail Campaigns: method</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">-Enthusiasm: method and tool</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">-Fu</span><span class="text_exposed_show" style="background-color: white; color: #333333; display: inline; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">ndraisers: method<br />-Interior Design: tool<br />-Internal Marketing: method<br />-Magazine Advertising: method<br />-the actual Magazine Ad: tool<br />-Movie Theater Advertising: method<br />-the actual Movie Theater Ad: tool<br />....you get the idea...<br /><br />For much more info on this and all things marketing, everyone feel free to email me directly at weseeyoushine@gmail.com and I'll send you my Marketing Plan Workbook (free, of course, and no, you won't EVER be spammed by me). Yes, my little book will walk you through the steps of choosing your marketing methods, but first it will make you focus on the much, much, MUCH!!! more important questions of: who are you? what do you want to create? how will you know when you've succeeded?</span></h1>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com3tag:blogger.com,1999:blog-739770631393085813.post-79841946199462462802012-12-20T15:39:00.001-08:002012-12-20T15:39:05.157-08:00When Should You Rebrand Your Practice? <br />
Question: Here is the deal: I bought a practice about 6 months ago with a fancy logo, letterhead, and a "brand", small but surviving. I think the name is akward hard to say, hard to spell and doesn't really reflect our commitment to high quality FAMILY dentistry. Is there any downfall to changing to a new, not so flashy name like, say, Redmond Family Dental (Redmond is the town I am in). My other thought is just [My full name] DMD.<br />
<br />
Answer: <span class="Apple-tab-span" style="white-space: pre;"> </span><br />
I would recommend spreading out the rebranding process over a year or two - plan it out in small steps to mitigate patient loss. Six months isn't quite long enough in my opinion for a complete rebranding overhaul, especially if you're in a smaller market.<br />
<br />
As far as what to brand yourself, it depends entirely upon who you are and what type of practice you'd like to build, so I'd need more information before being able to give my .2 cents... But generally speaking, if you're planning to bring in an associate or partner any time in the next 10years, then yes, go more generic in your name, like Redmond Family Dentistry. If you're planning on being a single doctor practice until the very end, then I always prefer clients to brand themselves directly - after all, you are selling yourself first and dentistry second.<br />
<br />
<br />
If you're interested in rebranding too, email Athena at weseeyoushine@gmail.com and I'll send you my marketing plan spreadsheet and workbook, both of which will help you make and implement your decision. (And, no, I won't put you on a spam list or bug you at all, don't worry - I'm all about teaching a man to fish rather than selling the catch of the day!)<br />
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com1tag:blogger.com,1999:blog-739770631393085813.post-88786347605387257562012-12-19T14:32:00.001-08:002012-12-19T14:32:27.684-08:00Try Out a New Promotional Item; Like a Nice, Fashionable Women's T-Shirt!<br />
Q: When it comes to promotional items, what people like?<br />
<br />
Athena's "Never-to-be-humble" Opinion: I've done every kind of promo item for my clients over the years, and even my own, and I can say without a doubt that the most popular items are nice, fashionable women's t-shirts designed not just with a logo but something a little bit extra, either extra design, a fun tagline, but most especially a bit of bling. They get worn by everybody everywhere from the office to the gym, from patients to team members, and that's exactly what you want in my never-to-be-humble opinion.<br />
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-79648255234070374062012-12-18T14:07:00.001-08:002012-12-18T14:07:42.673-08:00How do you calculate your ROI?<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Calculate you ROI correctly! </span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Q: I was just wondering about the best practices for measuring ROI of marketing? There's the obvious number of patients that are referred by that particular form of marketing, but in terms of the actual dollar amount returned, how do you calculate it?</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">I haven't been able to find any software or program that can pull this information automatically, so we have been ma</span><br />
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nually looking at ledgers and manually adding/subtracting to determine the adjusted production. Needless to say, it is very time consuming.<br /><br />A: I have two awesome tools for exactly what you're asking about. One is my Marketing Plan Workbook and the second is my Marketing Plan Spreadsheet.<br /><br />Essentially, they allow you to track all of your marketing efforts from soup to nuts, and ultimately your ROI. Most importantly, they track not just the success of each of your chosen marketing methods, but your case conversion rates, which in my not-so-humble-opinion is the information you really need - not just which methods attracted the most patients into the practice with the least effort, but which of those new patients actually accepted treatment and became happy, ongoing patients of record.<br /><br />Great design is great, and getting lots of patients in the door is great, but true practice success comes down to what marketing methods are successfully building the practice of your dreams - the practice you want to go to filled with patients you want to see and who want to see you. Why else do we go to work every day?<br /><br />To that end, I created these tools as a result of working with hundreds of practices over the years, tracking clients' marketing efforts, failures and ultimately, successes, in order for them to have the information they need in order to create the practice of their dreams....</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-89582063502273754572012-12-13T14:08:00.002-08:002012-12-13T14:08:07.530-08:00Put this tool in your tool box!<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Another tool in your service tool box! </span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Q: I am planning on taking an Invisalign course in November. Any ideas on how to market this to patients? I don't want to offend anyone if I mention an aesthetic flaw! Should I just wait for patients to ask for it?</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">A: I am a big fan of incorporating any service into your office that makes it easier for you to create the practice of your dreams and ulti</span><br />
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mately keep your patients happy, healthy and smiling. Invisalign works for some cases and not for others, like almost every other treatment option you are able to provide, but it seems to me that having it available as an option offers you just one more tool to encourage your effort towards providing excellent dentistry. For most practices, I've not experienced Invisalign to be a huge profit center in and of itself, but as has been indicated in this conversation, it does allow and encourage you to have a more complete conversation with your patients about their needs and wants.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com1tag:blogger.com,1999:blog-739770631393085813.post-69578099919687394052012-12-12T09:33:00.000-08:002012-12-12T09:33:19.119-08:00What Is Your Monthly Budget?<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Q: I was just curious what other practices allocate for marketing every month? Normally, we designate 5% of production as our marketing fund.</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">The Athena answer: I am asked this question all the time, and my answer about how much should be spent really comes down to the amount you are comfortable investing. I've had clients on shoestring budgets do better than other</span><br />
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clients who might have gone nuts with high cost marketing methods. In my experience, planning, implementation, and evaluation of the amount spent is more important than what that amount actually is. With that being said, my most successful clients consistently spend between 3-7% (in the real world, companies spend between 10%-20%).<br /><br />5% is a fantastic number compared to the 1-3% the typical dental office spends. It’s also wonderful that you are not only asking the question but that you know what you are currently spending (that 1-3% I mentioned is usually being spent with no real vision, planning or tracking).<br /><br />When I begin working with a new practice, they tend to initially be more focused on implementing a magic new marketing method rather than thinking first about the big picture and their vision for their practice moving forward, so I have to reorient them first. Start with a vision, then real goals, then decide your budget. Choosing a budget should always come before spending on any method, and spending on any method should always be followed by evaluating its effectiveness - not only in terms of new patients that walk in the door, but the type of cases they present and the amount of treatment they ultimately accept. Track this not only for your overall marketing plan, but by method as well, and you'll quickly find where you are succeeding and where you can make adjustments.<br /><br />For anyone who is interested, email me at weseeyoushine@gmail.com and I’ll send you a Marketing Plan Workbook to walk you through the entire process.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-19341967298776693422012-12-07T09:58:00.003-08:002012-12-07T09:58:36.198-08:00Here's an Idea: Make Your Own Art Work! <span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Q: I have a Discus Dental poster in my waiting room that has before and after photos and it helps sell a ton of bleaching. Does anyone know where I can get posters to promote implants, Valplast part</span><br />
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ials, etc.? Thanks for any advice!<br /><br />A: Why not create your own?<br /><br />My guess is that patients would be even more impressed by seeing the incredible work you have done that has changed the lives of their friends and neighbors, of real people. Keep an eye out for a couple of great cases, get the photos, and produce your own at FedEx Office (Kinkos). I've had many clients do their own versions with amazing success and to the delight of their patients.<br /><br />If you go to <a href="http://www.dentallinklive.com/" rel="nofollow nofollow" style="color: #3b5998; cursor: pointer; text-decoration: initial;" target="_blank">www.DentalLinkLive.com</a> and sign up, check out the Swag Bag with free posters already designed for you to use however you like.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-30770403555052557742012-12-05T15:19:00.000-08:002012-12-05T15:19:43.044-08:00Be a Top Doc!<br />
Another Dentist in need of rescuing asks:<br />
<br />
Anyone had any experience with Top Docs marketing program? I was given the whole spiel yesterday and the cost isn't huge....Just wondering if anyone has heard of it and what their thoughts were.... BS meter is running wild... But my practice has really slowed and I need to try something different.<br />
<br />
Athena to the rescue!<br />
<br />
I've had several clients over the years who were voted "Top Dentists" and put in a book and given a plaque. I'm not sure if this is the exact same program as you are referring to, but I think it's similar enough to chime in. <br />
<br />
As I remember it, my clients had been voted as the "best" as a result of a survey done by the company who produced the listings, which was definitely a for-profit enterprise. Of course, it was great for these clients to be recognized as such, but did not in their experience result in happy new patients. I've also been approached on clients' behalf by other similar companies, all selling the idea that their "best: logo or video or infomercial or whatever is what will bring credibility and (I guess the reasoning goes) draw in patients like flies to honey. Again, not in my experience. Certainly not all by itself.<br />
<br />
What does bring in happy new patients is a truly skilled doctor who has an excellent rapport with patients, an excellent practice and team, and excellent referring patients of record. So I would recommend you spend that $6000-$12000 where you may need it most: teambuilding, streamlining internal systems, launching internal marketing initiatives, investing in CE and generally being a Top Doc. <br />
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Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-58055730557400880852012-12-03T14:20:00.001-08:002012-12-03T14:20:19.447-08:00Monday afternoon question that nobody really wants to answer and that you can't REALLY market without!<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Recently a dentist asked a couple questions on new patients. </span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">He asked:</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">1) For marketing purposes, I was told a new patient acquisition will cost $50-$100. So if I am trying to get 50 NP per month, I should spend $2500-$5000 monthly. Is that correct?</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">2) I read that a new patient will generate $750-$1500. Over the course of what time frame? Some posted that on average a NP will need ~$250 worth </span><br />
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of treatment. Other posted $700. So I am a bit confused. It is such a huge gap.<br /><br />Athena saves the day by answering:<br /><br />The important thing is to know your numbers:<br /><br />-How much do you spend in time, money and energy attracting each new patient? How does that translate to production (and how do you define that?) and how do those numbers translate into the actual number of new patients you actually need in order to reach your goals?<br /><br />-What are your goals?? Do you even want more patients or would you rather have more profitable cases for example?<br /><br />-What is your marketing budget? How are you using it to reach your goals?<br /><br />Now, once a patient is in the door, there are a lot of questions to work on:<br /><br />-What kind of patients are you attracting with your marketing budget? How much do they value your service? What types of cases are they presenting?<br /><br />-Where are new patients coming from - what marketing methods are attracting the most and/or the best patients?<br /><br />-What's the case acceptance rate of insurance referrals vs. specialist referrals vs. patient referrals vs. external marketing leads?<br /><br />-Where are the points of contact once in your practice where you can increase their level of trust in you and your service, and therefore their case acceptance?<br /><br />-Please remember when considering a marketing budget, by the way, that contrary to popular opinion that insurance simply funnels patients into your practice, you're still "paying" for new insurance patients, and typically much more than undertaking your own controlled marketing effort - the difference between the market value of your services and what insurance will pay is the cost you're paying to get those people in the door.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-70022516893740806242012-11-30T16:56:00.001-08:002012-11-30T16:56:28.982-08:00In Response To My Previous Post,<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Our hero in a small town asked me the following: "Yikes...guilty as charged (usually coming from or going to the gym on my way there)</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Does this show people I am a "normal" guy or does it send a not-flattering portrayal?I could see where it would go either way."</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">My answer:</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">Yes! It does matter, especially in a town your size... Remember, everything is a marketing op</span><br />
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portunity - even the fact you go to the gym is marketing. None of it is inherently good or bad - our only yardstick is "does it help you reach your ultimate vision" or not? Is it helping you create the practice of your dreams, or not??<br /><br />I wear sweats in appropriate situations, but always with the knowledge that I take up physical space, do not magically disappear when I feel like it even when I just need a gallon of milk, and inevitably and invariably have an effect on those around me. We all do.<br /><br />You are many, many things, including both a normal guy and the town dentist, which not unlike a minister, puts you in a special class in your marketplace. Other dentists in larger markets might be able to disappear when they want to - you cannot. The good news is you get to decide how to "be" in your community.<br /><br />Earlier I mentioned our desire to find and obsess about magic bullet cures to our marketing woes instead of dealing with the real issue, which is that you are selling yourself to people who inherently do not want to trust you (50% of Americans are dental phobic, after all) or give you their money and time. You are selling a service that they cannot touch or feel or evaluate at the time of purchase, and which they generally really, really, really do not want to have to buy. They do so anyway because we've successfully convinced them through modern dentistry that quality dentistry leads to a quality life, and they buy it from you over someone else only because they like and trust you.<br /><br />Your #1 marketing method, then, is to a. acknowledge that basic truth, and b. use it to your advantage without fear or apologies, beginning with one on one conversations and connections, trusting in yourself, your training and your ability to positively change lives through your skills, talents and experience. Once you have that core self knowledge, branding and marketing yourself as a service becomes a breeze, again because the yardstick becomes "does this help me reach my vision, or not?"<br /><br />So tap into your humanity, both the good and the bad, and use that to determine how you want to portray yourself, just be sure you're in control of it and making a conscious choice.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-737771726834939222012-11-30T16:55:00.001-08:002012-11-30T16:55:22.498-08:00HOW TO MARKET IN A SMALL TOWN?<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">(The only dentist in town (pop. 2000) with 2-5% growth posts his question on DentalTown. Most answers are focused on websites and SEO from website and SEO providers. But not me :)</span><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><br style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;" /><span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">We tend to get distracted by the latest marketing "toys", such as the websites, SEO and social media marketing of the past decade, hoping to find some sort of panac</span><br />
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ea or magic bullet to our ongoing marketing woes, trials and errors. But they are all only tools you can have available, part of a much larger arsenal that allows you to communicate consistently and repetitively who you are, what you're about, and why others should care. That's all marketing is - consistently and repetitively sending your message to your marketplace, and we're all already doing it all the time, whether we're conscious and in control of it or not (think about going to the grocery store in your sweats vs. your Sunday best - the result of that typically unconscious decision automatically gives others a clear message about who you are in this world and what matters to you.)<br /><br />Websites and SEO are always important, but small towns function by a different set of rules, ie one on one communication and real relationships (Internal Marketing). Combine that with a finite population, a good portion of which seems to need to travel elsewhere for work, and you're actually doing quite well with a 2-5% annual growth. I'd have expected much worse...<br /><br />Two thoughts:<br /><br />- Continue to focus all your attention on Internal Marketing rather than paying for external methods, since a small town is all about relationships and who you know and everyone already knows you're there and available to them - incorporating a lot of external marketing could very well backfire on your current standing in the community. Meanwhile, also make sure your website is an accurate representation of the patient experience and your vision and mission as their dentist.<br /><br />- Change your hours to accommodate out of town workers: late evenings, early mornings, Saturdays, in order to attract those few locals who aren't already able to be part of the practice, then begin a concerted internal marketing effort to spread the word and make it as easy and convenient for them as possible to switch.</div>
Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-48418866871977273752009-06-11T07:56:00.000-07:002009-06-11T08:02:45.925-07:00Words from the WiseA very good friend and longtime client of mine, Scott Hunter has become an important touchstone in my life. Without fail he sends out his very simple and very brilliant newsletter to thousands of subscribers every two weeks. I highly recommend signing up to receive them at http://www.thpalliance.com. And here is one of my favorites:<div><br /></div><div><span class="Apple-style-span" style="font-weight: bold;">Is There Really Truth?</span></div><div><span class="Apple-style-span" style="font-style: italic;">by Scott Hunter</span><br /><div><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></div><div><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">I really find that the hardest thing for most people I talk to to get is my assertion that there is no such thing as reality. There really isn’t. You think what you see is really there. It isn’t. What’s worse, you actually believe that what you see is the truth. It also isn’t. Already ready to argue with me?</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">So before you stop reading, consider the fact that every one of the 6.8 billion people on the planet lives in a different reality; meaning that if you looked out through the eyes of all these people you would, in fact, see a different version of the world. And don’t you find that in just about every conversation you have with another they see things differently than you? So how could any one individual claim to know what’s real?</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">If you’re still with me, the question you should be asking yourself is: what’s determining my reality? Actually, it’s pretty simple. You know that voice in your head? The one you call self-talk, or thinking, or mind chatter? Well inside of that voice is the story of your life. It’s the sum total of all of your life experiences, the meaning you gave to those experiences, and the decisions you made as a result.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">Humans think they see with their eyes. That is one of the many illusions of life. It’s not the truth. We see with our minds. We take that internal conversation, the story I just discussed, and project it out onto the world and that becomes our reality.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">It’s like going to the movies. You sit in the theater and look at a big blank screen on which the movie is projected and think that’s where the movie is. But the movie is in the projector in the back and the bulb and lens in the projector project the movie onto the screen.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">So it is for you and I. We take the movie playing in our minds and project it onto the blank screen of life and think that what we see is the true. It isn’t. It’s only our truth.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">What’s the real significance of all of this? It lies in how human beings operate. Listen to this carefully: our actions are ALWAYS exactly the appropriate action any human being would take given how life occurs for them. In other words, we are always reacting and what we react to is how whatever is in front of us occurs for us.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">And who is determining how whatever is in front of us occurs for us? We are!</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">Each of us is playing a game called: this is my life. And we are the ones totally responsible for how that game plays out. As many of the great teachers teach: it’s never what happens that determines the outcome. It’s how we respond to what happens that determines the outcome. And we are always choosing our reactions.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">So give up the victim game, stop complaining and stop blaming others if things are not going the way you would like. The good news is that you have total access to the only person whose determining how things are turning out: YOU.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas; min-height: 20.0px"><span class="Apple-style-span" style="font-family:'courier new';"><br /></span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">In conclusion, take responsibility for what comes out of your mouth.</span></p> <p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 17.0px Consolas"><span class="Apple-style-span" style="font-family:'courier new';">Everything you say becomes your truth. If you understand this, you can really create for yourself a magnificent life.</span></p></div></div>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com1tag:blogger.com,1999:blog-739770631393085813.post-75838579245747397212009-05-14T08:47:00.000-07:002009-05-14T08:59:23.927-07:00The REAL Website DealWho says corporate America doesn't care? <div><br /></div><div>Last spring, after the AACD meeting in New Orleans, my good friend Frith Maier, president of Sesame Communications, told me she wanted to conduct real research on how a website helps or hinders a real consumers choice of dentist.<div><br /></div><div>This is invaluable information for anyone who has or needs a dental/ortho website. And the information is free, conducted by a third party research company, and not at all about Sesame and all about how to build a website that actually works.</div><div><br /></div><div>General Dentist:<span class="Apple-style-span" style="font-size:x-small;"> http://athenamarketing.com/images/Sesame_Website_Study_General_Dentists.pdf</span></div><div><br /></div><div>Cosmetic Dentist: <span class="Apple-style-span" style=" white-space: pre; font-family:'Lucida Grande';"><span class="Apple-style-span" style="font-size:x-small;">http://www.sesamecommunications.com/tothepoint/sesamedesign/cdparvideo.php</span></span></div><div><span class="Apple-style-span" style=" white-space: pre;font-family:'Lucida Grande';font-size:11px;"><br /></span></div><div><span class="Apple-style-span" style=" white-space: pre;font-family:'Lucida Grande';font-size:11px;"><br /></span></div><div><br /></div><div><br /></div><div><br /></div></div>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com2tag:blogger.com,1999:blog-739770631393085813.post-24504570602011689242009-05-07T07:51:00.000-07:002009-05-07T07:56:25.196-07:00The Larger PerspectiveCarolyn Addleson, wife of Dr. Larry Addleson in San Diego (http://www.sandiegoartofdentistry.com), forwarded this article to me last fall. Unfortunately, I don't know who to credit as the author, but the content is exactly what we all need to be reminded of.<div><br /></div><div><br /></div><div><span class="Apple-style-span" style=" ;font-family:Times;font-size:16px;"><p class="MsoNormal" style="margin-top: 0in; margin-right: 0in; margin-bottom: 0pt; margin-left: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">The Warren Buffet Perspective</span></span></span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Billionaire, Warren Buffett pumped $5 billion into Goldman Sachs, and then followed that up with a $3 billion investment in General Electric.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">In troubled times, </span></span><st1:place st="on"><st1:city st="on"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Warren</span></span></st1:city></st1:place><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"> drives a hard bargain and ends up with extraordinary value. In other words,</span></span><st1:place st="on"><st1:city st="on"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Warren</span></span></st1:city></st1:place><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"> buys low and then sells high. He is a contrarian. While others go into the panic mode, Warren Buffett goes into the shopping mode.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">This same kind of thinking can be applied to marketing. While others are into a cut and run mode, the smart money looks for marketing opportunities. Right now consumers are spending more time than ever before evaluating their daily product purchases and their long term brand loyalties. Now is not the time to cut and run out on your marketing budget…now is the time to seek out opportunities.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">“A man who stops advertising to save money is like a man who stops a clock to save time.” Henry Ford</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Here are some reasons why our current economic environment can spell opportunities for marketers:</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Your competition is hiding. The landscape is not as crowded. That means your own marketing has a higher probability of getting noticed. In fact, in your product category, you may be the only guy out there who is in the face of the consumer! Normally we have to sit around and say “how the hell can we be different?” Now all we have to do is show up.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Now is the time you need the business! When the economy is weak, your business will only get weaker without marketing. It is a vicious cycle.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Out of sight…out of mind, and out of mind can mean out of business. If your competition is hiding, right now you can have a larger share of mind. Familiarity breed preference, and preference leads to long term customer loyalty.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Customers are hunting. When the economy dips and consumers move into a state of fear, product purchases are scrutinized, and loyalties are challenged. That means you can position your product as a need….not just a want. People are looking for value and meaning. Now is the time to be very pragmatic and honest with your marketing. People are looking for products and services they can trust. That means while they are hunting and evaluating, you need to be out there marketing and not hiding behind your desk.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Attitudes are shifting. What was important yesterday may not be so important in today’s environment. That can spell new opportunities for your product or service. Take a survey…do some focus groups…find out what is driving the emotional needs of your core customer. How has it changed? Where are the new opportunities? How must your message change?</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">How can you reposition the competition and make your brand more relevant for the next 12 months of economic hardship?</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Marketing Never Stops. If you stop your marketing, you are wasting the brand equity you have built so far. This is not a start and then stop process. Your customers need evidence of product performance, and a reason why your product is absolutely positively the best in the category. When a consumer makes a budget cut…you don’t want to end up on the cutting room floor. That’s why marketing doesn’t stop because the economy is bad. It is exactly the time you need to turn up the volume.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">These are tough times, and they may be some of the most creative and opportunistic times in years. Put on your Warren Buffett hat and look for the bargains. Create new demands. Stay close to your core customer.</span></span></span></span><span lang="EN"><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></span></p><p style="margin-left: 0in; margin-right: 0in; font-family:'Times New Roman';"><span><span lang="EN" style=" "><span class="Apple-style-span" style="font-family:'lucida grande';"><span class="Apple-style-span" style="font-size: small;">Dig deeper and look for the essential ties to your customers. And never ever stop fishing for new customers.</span></span></span></span></p></span><div><br /></div><div><br /></div></div>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0tag:blogger.com,1999:blog-739770631393085813.post-2260562386165473042009-04-26T07:07:00.001-07:002009-04-26T07:18:54.352-07:00Q & A: How to evaluate your successEvery so often, someone will email me a question or two about dental marketing, and the result is (what I consider) a very interesting and informative discussion. Following is one such dialog, about tracking your marketing effectiveness:<div><br /></div><div><blockquote type="cite"><span class="Apple-style-span" style=" ;font-family:Times;font-size:16px;"><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-weight: bold;">Hi Nancy,</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-weight: bold;"> </span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-weight: bold;">On the September Trojan Newsletter 2008, you mentioned to evaluate if a marketing piece is successful or fail. What criteria do you use to determine that? Thank you for your time.</span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-weight: bold;"> </span></span></div><div><span class="Apple-style-span" style="font-family:arial;"><span class="Apple-style-span" style="font-weight: bold;">BRIAN</span></span><br /></div><div><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style="color: rgb(0, 0, 255); font-style: italic;font-size:29px;"><span class="Apple-style-span" style="color: rgb(0, 0, 0); font-style: normal; -webkit-text-stroke-width: -1; font-size:19px;"><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">Hi there, Dr. Kar -- thanks for emailing your questions. </span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">No marketing plan ever fails, because we're all always marketing, all of the time, whether we've planned it or not. And if your still in business, your marketing is not a failure. The question is whether your marketing is representative of you and your vision, and whether it is helping or hindering the achievement of your goals.</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">What you want, and what my 10 Points are trying to get you to do, is make sure that the marketing message within each of the above mentioned tools/methods is consistent and repeteive to your vision. In other words, start from the beginning of the 10 Points, formulate your plan, implement it, then evaluate the overall effectiveness</span></span></span></span></span></span></div></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">There are two types of evaluation that need to happen with a marketing plan. One is the effectiveness of the overall plan, and the second is the effectiveness of a particular method. </span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">Trying to gauge the effectiveness of specific marketing pieces, or tools, within the plan, becomes too detailed. This is because most new patients are exposed to more than one method, and therefore more than one tool. </span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">For example, a patient of record may recommend you to a friend, perhaps even giving that friend your business or referral card (an internal marketing tool) which of course has your website listed on it. That patient may type your name into Google instead of simply typing in your web address to check you out, in which case they've employed SEO. Then, they visit your virtual office, which is both a tool and a method, in fact the most important all-encompassing method you can employ to put that person at ease and help them decide if they'll be comfortable with you and in your practice (after all , at least 50% of people are dental phobes, and the safe and anonymous access to you through your website is invaluable to them in making the decision to get the care they need). </span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">Then, they call the front office to make an appointment (also a tool - their experience with your front office is a huge part of your marketing). This new patient may even download or receive in the mail your new patient package/forms (another tool), or a smile brochure. Finally, they walk in the door for the final marketing hit -- the interior design and overall feel of the practice.</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">In this very typical and simple example, this new patient will have had several exposures with you and your practice, making the task of evaluating specific tools too narrow in our understanding of your marketing plan's success. But also driving home the importance of keeping each method/tool consistent to your basic marketing message -- your vision and the branding of your vision. If you are not consistent, you are confusing, and you lose them along the way to your front door.</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">That said, the way to know how a plan has worked is to keep track of every new patient coming into the practice, how they generally found you, and then how much production they bring into the practice over a specified period of time (1 year, for example). The two numbers we're looking for, over time, is how much you spent to get each new patient in the door, and then how much each new patient is worth to the practice. This gives you the ROI on your marketing dollars.</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">When you have a couple of years of data, you can go further with this evaluation by tracking each marketing Method by your case acceptance rate, giving you the ROI on your time.</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">For example, a particular client of mine in a metropolitan area with a high-end cosmetic and general practice, was in love with SEO (Search Engine Optomization), both pay-per-click and organically coded. He spent thousands and thousands of dollars on SEO. And as far as he was concerned it was the greatest thing since the business card, because he'd get high numbers of patients calling in and coming in. But, when I went in a looked at the case acceptance rate on the patients brought in through SEO/Website, we found he closed only about 25%. When I analyzed the patients brought into the practice through outside professional referrals, his rate was closer to 75%. That's a huge difference, considering the time he spent on cosmetic consultations. But even more so --- those professional referrals (another great Internal Marketing Method) were FREE!</span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);"><br /></span></span></span></span></span></span></div><div><span class="Apple-style-span" style=""><span class="Apple-style-span" style=""><span class="Apple-style-span" style="font-family:georgia;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="color: rgb(255, 255, 255);">So when I'm analyzing effectiveness, I want to see that the least amount of time and energy was spent to create the most profit for the practice, in a way that is in line with the vision and goals of the practice. </span></span></span></span></span></span></div><div><br /></div><div><br /></div><div><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: rgb(255, 255, 204);">To download your own free 10 Points Workbook, simply visit my website at http://www.athenamarketing.com/contact.ht</span><span class="Apple-style-span" style="color: rgb(255, 255, 204);">ml</span></span></div></span></span></div></span></blockquote></div>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com1tag:blogger.com,1999:blog-739770631393085813.post-13179689843695777202009-04-20T14:58:00.000-07:002009-04-20T15:04:27.290-07:00NEW WEBSITE!!Creating a website is almost exactly like building a house from the ground up -- and sometimes, it is almost as exhausting, frustrating and time consuming.<div><br /></div><div>But I am so excited to announce that my updated website is ready to go live tomorrow, with all (and only) my favorite client designs in the huge new portfolio, my old-school articles (back by popular demand) and a new and easy to understand pricing structure!</div><div><br /></div><div>Tell me what you think!</div><div><br /></div><div>http://www.athenamarketing.com</div><div><br /></div><div><br /></div>Nancy Lashleyhttp://www.blogger.com/profile/05494438920818034170noreply@blogger.com0