Patient-centric Marketing in Dentistry

Patient-Centric Marketing: How Dental Practices Can Build Trust and Loyalty

The Importance of Patient Trust and Loyalty

Trust and loyalty are essential if a dental practice wants to build and maintain a quality patient base. To create a thriving dental practice that truly centers on the patients’ needs and expectations, dental practices can take advantage of various strategies to enhance patient communications and leverage online reviews and testimonials.

Trust is the cornerstone of any successful dental practice. When patients trust their dentist, they are more likely to follow through with treatment plans, be diligent with preventive care, and refer others. Building trust is not just about acquiring clinical expertise; making patients feel comfortable, respected, and valued is a significant part. Creating solid, long-term patient relationships plays a major role in building a consistent and predictable patient base. Loyal patients are more likely to return for regular check-ups and recommend the practice to friends and family.

Enhancing Patient Communication

Effective communication builds trust. Dentists should not only excel in their clinical skills but also in their ability to communicate with patients, both existing and potential. This includes actively listening to patient concerns, explaining treatments in plain language, and being available to address questions and doubts. In marketing terms, it means being able to convey the practice’s personality and culture through various media. Social media, blog posts, emails, online ads, and websites should all have a certain element of continuity to ensure that the practice’s brand is easily recognizable, and the overall message is clear.

Embrace Digital Marketing

In today’s world, digital communication is essential. Dental practices now have plenty of opportunities to use email, text messages, social media, and other digital platforms to stay connected with and engage patients between visits when they are not actively seeking treatment or thinking about their oral health.

Empower Patients with Information

Educational communications focusing on oral health and dental procedures in general, highlighting the practice’s specialties, explaining how the staff and doctors help patients overcome fear and anxiety, and outlining what patients can expect from their first visit are all excellent opportunities to engage and inform patients. Not only will these communications keep the practice top of mind should a need arise, but informed patients are more likely to make better decisions about their oral health and feel more confident about seeking treatment.

The Power of Patient Reviews & Testimonials

Encourage Online Reviews

Positive online reviews are incredibly influential in today’s digital consumer culture. To take full advantage of this free advertising, dental practices need to make it easy and enticing for satisfied patients to leave reviews on platforms like Google and Facebook. Additionally, responding to reviews, positive and negative alike, demonstrates the practice’s commitment to patient satisfaction and goes a long way towards building credibility.

Solicit Patient Testimonials

Displaying patient testimonials on the main website and featuring them in social media posts, YouTube videos, emails, and blog posts also builds rapport with patients who may be in the market for a new dentist. Asking satisfied patients to share their stories is another cost-free way to promote the practice and can have a profound impact on potential patients seeking a trustworthy and caring dental provider.

In today’s competitive dental landscape, being patient-centric is not an option—it’s a necessity. Building trust and loyalty should be at the core of every dental practice’s marketing strategy. By fostering strong patient relationships, enhancing communication, and leveraging the power of patient reviews and testimonials, dental practices can carve out their own niche and thrive in a highly competitive market. Patients who feel valued, heard, and informed are more likely to stay loyal, leading to a sustainable and successful practice that benefits both the dentist and the patients they serve.

ABOUT THE AUTHOR

With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.

Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns.

She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.

FEATURED IMAGE CREDIT: 944010 from Pixabay.

Dr. Hamilton is based in Manitoba, Canada.

She expressed her enthusiasm for Identity, stating “I am seeing great results with Identity Dental Marketing! This year, my new patient numbers are at 320, and it is only early August! Our new patient total for the entire year of 2022 was 387.”

Dr. Hamilton’s substantial increase in new patients clearly demonstrates the effectiveness of Identity Dental Marketing’s services.

Dr. Lenker practices in a competitive market located in Paoli, PA. She highlighted the invaluable support she received from Identity.

“Working with Identity Dental Marketing has been amazing,” said Dr. Lenker. “They are exactly what we needed to thrive in a competitive location. They listened to our needs, helped us set goals, and reassessed our strategy as needed to keep us on course. We have seen continual growth in our practice both in new patient numbers and production. We are truly in excellent hands!”

Dr. Jamie Childress, whose practice has been experiencing a robust demand, stated, “We are happy with the work Identity Dental Marketing has been doing for us. We are currently booked 3 months out for new patients and had to bring on a new associate to accommodate our patient load.”

Dr. Childress’s experience showcases the tangible impact of Identity Dental Marketing’s expertise on practice expansion and patient retention.

To celebrate their success and demonstrate their commitment to helping more dental practices grow, Identity is offering complimentary marketing planning sessions for new clients. Dentists looking to elevate their practice’s marketing strategies are encouraged to schedule their session by visiting https://identitydental.com/grace/.

Identity prides itself by delivering exceptional service and keeping clients satisfied without the burden of long-term contracts. Since 2009, Identity has been dedicated to transforming dental practices into thriving businesses.

For more information about Identity, please visit https://identitydental.com/ or contact (847) 629-5656.

Why Use Patient Testimonials?

No one can tell a story better than the person who lived it. When patients use their own words to express their excitement and satisfaction with the results of their dental treatment, it automatically resonates with the audience as genuine. While dentists can certainly share a great narrative about how they improved their patients’ health and quality of life, it is the patient—who had to endure years with a dysfunctional smile, underwent a comprehensive treatment process, and now feels happier and more confident than ever—who can tell a more compelling story. No one else can convey emotional changes as clearly and honestly as the patients who experienced them.

Whether captured in writing or through video, a patient telling their own story brings immediate credibility to the dental practice because their words are unscripted and sincere. While dentists have confidence in their skills, it is even more impressive when patients voluntarily express their belief in their dentist.

How to Obtain Patient Testimonials

The first step is to develop a strategy for collecting video testimonials. Set a monthly goal for the number of testimonials to gather. Work closely with the office team to help them feel comfortable asking patients, and carefully select the appropriate types of patients to approach. Patients with the most dramatic cases usually make for highly compelling testimonials. Those who underwent significant transformations are also excellent candidates. However, any patient willing to share their experience can be suitable, especially if they are relatable and representative of the majority of patients visiting the practice.

Next, designate a quiet spot in the practice to shoot patient testimonial videos, ensuring minimal background noise. Before recording a testimonial, prepare 3 or 4 questions to ask the patient.

These questions can remain consistent for each patient.

Some easy questions could be:

• Why did you choose the practice?
• What was your situation before treatment?
• How do you feel after treatment?
• What has changed in your life?
• Which 3 words would you use to describe the practice and the care you received?

Once the patient’s testimonial is recorded, all that is left to do is edit the video and post it where others will see it.

How to Use Patient Testimonials

Videos can be posted anywhere—whether on the practice website, social media platforms, or a YouTube channel—to maximize their impact. Adding testimonial videos to the patient reviews section of the practice website can enhance its effectiveness. They can also be shared on social media, incorporated into marketing emails, or featured in blog posts with links to the practice website or YouTube channel. Emails and blog posts offer the opportunity to provide additional context and include supplementary information not covered in the video. The key takeaway is that patient testimonial videos are incredibly versatile.

They can be used individually or combined to create longer videos, such as a patient testimonial montage. Integrating snippets of patient testimonials into other practice videos, such as a video highlighting the benefits of dental implants, adds further credibility to the dentist’s message.

Patient testimonials serve as a powerful marketing tool for any dental practice. They are relatively easy to obtain and often don’t require staging or professional recording, making them cost-effective. Most importantly, patient testimonials highlight the personal aspect of dental treatment and the transformative, emotional impact it has on patients. This aspect is highly persuasive and not always effectively conveyed through other marketing methods. In conclusion, patient testimonials should be an integral part of every dental practice’s overall marketing strategy, as they provide a unique and compelling element that resonates with the public.

ABOUT THE AUTHOR

With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.

Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns.

She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.

FEATURED IMAGE CREDIT: Merakist on Unsplash.

The Relevance of Direct Mail in a Digital World

Direct mail continues to offer unique advantages in the dental industry. Its tangibility and personalization make it stand out in a cluttered digital landscape. Moreover, direct mail allows for local targeting and can be aligned with the overall brand messaging and online presence of your dental practice.

Leveraging Digital Advertising Channels

Digital advertising channels provide unprecedented opportunities for dental practices to reach and engage with their target audience. Platforms like Google Ads, social media advertising, and display advertising offer various advantages and targeting capabilities. By optimizing campaigns on these platforms, your dental practice can maximize conversions and return on investment (ROI).

The Power of Integration

Uniting Direct Mail and Digital Advertising: Integrating direct mail and digital advertising strategies creates a cohesive and impactful marketing campaign. Direct mail can drive online actions, such as website visits and social media engagement. Conversely, digital advertising reinforces direct mail messages and increases response rates. Consistent branding across channels enhances recognition and recall.

Tracking and Measuring Success

Digital marketing provides the ability to track and measure campaign performance. Setting clear goals, utilizing unique URLs or tracking codes, call tracking, and analyzing data help evaluate the impact of your omnichannel marketing strategy and assist in optimizing your future campaigns.

Case Studies and Success Stories

Real-life case studies and success stories highlight the power of omnichannel marketing in the dental industry. Many dental practices have successfully integrated Our Town America’s direct mail and digital advertising solutions to achieve elevated results, such as increased patient appointments, enhanced brand visibility, and improved patient engagement.

The integration of direct mail and digital advertising presents a compelling opportunity for dental practices to maximize their marketing impact. By leveraging the tangibility of direct mail and the targeting capabilities of digital advertising, your dental practice can engage with your target audience on multiple fronts, leading to greater brand recognition, improved patient conversions, and a competitive edge in the dental industry.

ABOUT THE AUTHOR

After serving our country as a US Army Medic, Michael Plummer Jr. returned to the family business (Our Town America—the nation’s premier new mover marketing franchise started by his father in 1972) in 2001 to work in the IT department. More than fifteen years later, Plummer now leads the business as its CEO and CTO—using his extensive technology/data experience to make Our Town America the savviest analytical player in the industry.

A technology expert with more than 15 years of leadership experience, Michael Plummer Jr. has helped Our Town America establish itself as the nation’s fastest-growing and most successful New Mover Marketing franchise. With dozens of franchise partners located from coast to coast, Our Town America helps thousands of local businesses spark long-term, loyal relationships with countless new movers each and every year.

FEATURED IMAGE CREDIT: Gemma Villalba from Pixabay.

A solid marketing strategy is essential to the success of any business, and dental practices are no exception.

Let me get this out of the way first—good marketing doesn’t need to be crazy. Some dentists are under the impression that non-traditional or digital marketing means extravagant, outlandish, or risky. Actually, it is quite the opposite. No matter which marketing channels your practice uses, it’s crucial that your efforts accurately reflect your practice’s “brand” and values.

If you try to portray your practice in a way that doesn’t reflect its real identity, there will be a big disconnect when patients actually come to see you. That puts you at risk of losing their trust, as well as attracting the wrong types of patients to your practice. So, how can you make your dental practice marketing not only effective but also engaging and interesting?

Here are a few tips:

1. Customize your marketing efforts

One of the best ways to make your marketing stand out is to personalize it. Avoid using stock designs or generic templates that make your marketing look and feel like everyone else’s. Snooze.

Instead, customize content to reflect the personality of the practice. For instance, you can use real photos of your team and patients (with their permission of course) to make your marketing look and feel authentic. Don’t be afraid to be “real.” Not all photos have to be professional or even staged. Candid shots are a great way to show the lighter side of your practice.

The more custom content you use across all marketing channels, the better. It shows that you’re willing to put in the extra effort to create an impression and that you don’t settle for “good enough.”

2. Tell your story

People like stories, so use your marketing to tell yours. Share why you started your practice, what makes it unique, and how you literally change peoples’ lives. Telling your story will help potential patients feel more connected to your practice and actually build rapport even before their first in-person interaction with your team. Consider adding personal content to your website and social media that tells people more about the type of dentist you are.

Short videos on the website and on social media are another way to get your story across. Thirty seconds of you talking about why you love what you do can go a long way toward engaging the type of patient you are looking for.

One more way to tell your story is to let your patients do it for you. Ask your most successful and engaged patients if they are willing to talk about their experiences on camera.

You might be surprised at how well they capture your practice’s personality with their words.

3. Focus on your patients

When creating marketing content, remember that the goal is to attract patients who need your services. What better way to do that than sharing useful information about oral health and dental care? Address the common problems and questions patients have to show that you understand their concerns. Emails and blog posts with helpful information are a great way to share your expertise and increase your practice’s credibility at the same time.

Patients will start to view you and your practice as a trusted resource if you are proactively providing them with practical information they can use and pass on to their friends and family members. It’s also very likely that no other dental practice in your area is making content like that, so your practice will definitely stand out.

4. Have a clear strategy

It’s important to have a solid marketing strategy in place rather than take an “a la carte” approach, using multiple vendors or team members to handle your marketing. Having a cohesive plan and using a single vendor ensures that your message is consistent across all channels. Additionally, you can use different channels to really focus your message for maximum effectiveness.

When marketing is coordinated, the overall message is more fluid and clearer, and the overall image you present is just more professional.

If your marketing seems generic or (heaven forbid) boring, it’s time to wake it up! Customizing content, telling your story, focusing on patient needs, and having a solid strategy in place will make your marketing more interesting without making it “weird,” and you will notice that the quality and quantity of patients coming to your practice will improve.

ABOUT THE AUTHOR

With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.

Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns.

She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.

FEATURED IMAGE CREDIT: macgyverhh/shutterstock.com.

It is critical to have a minimum of fifteen internal marketing strategies in place for an internal marketing program to be effective.

Here are some of the strategies that I recommended to the young dentist at the seminar, in order to help get her started.

These can be part of any practice and are a good starting point as you build toward your total of fifteen.

1. Conduct an email campaign every 30 days that includes an update on the practice, update on services, highlights a focus on quality, and thanks all patients for referrals. Keep it short – the equivalent of one page.
2. Call every patient who personally refers another patient and thank them. The doctor should make the call. It goes a long way toward building trust and appreciation.
3. Send every patient who refers other patients a small gift certificate for a token gift. This can be as simple as a specialty coffee from a local coffee shop. Again, this reinforces the appreciation for the referrals.
4. Doctors and hygienists should ask patients at the end of each visit to refer friends and family that they feel would enjoy being in the practice. Give out certificates (that you create in-house) for no-cost initial exams that they can give to these friends and family members.
5. Launch a new patient family referral program where new patients are invited to refer their entire family for no-cost exams. Provide them one certificate to provide individually for each family member.
6. At their check out, ask new patients (especially mothers) if they would like to schedule anyone else in the family for appointments.
7. Launch a “refer a co-worker” program. Every co-worker that is referred would result in a courtesy for the referring patient at the next visit.
8. Select a specific month and offer free whitening to any new patient that joins the practice. Publicize this to the current patients so that they can let other people know.
9. Make sure all your existing patients experience “5-Star Customer Service” in your practice. Patients are much more likely to refer family and friends to a place that makes them feel appreciated. This also gives them high confidence that anyone they refer will be treated well. Make sure none of your existing patients ever have a reason to regret making a referral.

Naturally, there are many others. It’s only a matter of creativity. I do suggest that you train your team exquisitely in 5-Star Customer Service as the foundation. Very few practices truly have 5-Star Customer Service. Those that do are automatically differentiated and can expect a higher number of high-quality referrals.

When you add other internal marketing strategies on top of that strong customer service foundation, your marketing strategies will be more effective, and the number of referrals will increase.

ABOUT THE AUTHOR

Roger P. Levin, DDS, is the CEO and founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 clients to increase production. A recognized expert on dental practice management and marketing, he has written more than 60 books and over 4,000 articles and regularly presents seminars in the United States and around the world.

To contact Dr. Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, please visit www.levingroup.com or email rlevin@levingroup.com.

When things take an ugly turn, however, it can get more like a Pamela Anderson and Tommy Lee affair (without, of course, the sex tape, two children, claims of Hepatitis C, domestic violence, and three divorce filings with two reconciliations). What differentiates love and hate dental marketing relationships? There are a few, very common signs to look for.

I LOVE MY MARKETING

When a dentist finds that “right” marketing partner, it can be a beautiful, lasting thing. Sure, some relationships are a bit shallow, and more like “what have you done for me lately?” But dentists who are looking beyond quick marketing “flings” want a deeper connection with their marketing agency. One that fulfills certain needs.

You see the real me.

Building a strong brand identity for a dental practice can be challenging, but definitely worth it since it will be the foundation for all future marketing. To do it correctly, the agency really needs to “get” the dentist and the practice, and develop the messaging and visuals that represent who they truly are. Doing it incorrectly (which, unfortunately, is the way it is commonly done) involves creating a somewhat fake identity that is only based on what will appeal to patients, and not on the dentist themselves.

You introduce me to new people that I like.

A steady flow of new patients is critical for any dental practice. It’s even more important to attract your ideal patients, who will turn into loyal evangelists for your office, and refer more family and friends your way. Just about any agency will promise new patient leads, but if those leads aren’t targeted and qualified, you can expect your marketing relationship to quickly turn into a meaningless fling.

You make me a better person.

A real marketing partner is just as interested in your success as their own. Filling your schedule, building brand awareness, retaining patients, and maximizing your ROI are all mutually important when you find the right match. If you have an agency like that, hang on to them. On the other hand, if you see any of the red flags below, it may be time to reevaluate your relationship.

I HATE MY MARKETING

I don’t understand you.

Long gone are the days when a Yellow Pages listing and a dental sign on the street were enough to bring in new patients. Today, it takes a complex strategy of lead funnels, media purchasing, conversion rates, personas, CTAs, lead magnets, and other marketing concepts to generate new business. All of that can be far more complicated than most dentists want to deal with.

After all, dental schools teach dentistry, not dental marketing, and who has the time to learn enough about marketing to truly master it? In most cases, dentists just want their marketing agencies to simplify their explanations of what strategies are being executed. But that results in information simply being withheld from dental clients, which leads to our next problem.

You’re not completely honest with me.

Even if a dental marketing agency has the best intentions of trying to filter the complicated aspects of marketing strategies from the dentist, that can lead to a perception that things are being swept under the carpet. In fact, lack of transparency is one of the biggest complaints we hear from dentists looking to part ways with their old marketing partners. In some cases, the concerns are fully warranted, and their agencies are actually withholding reporting, trying to hide their own lack of performance or service. They just keep sending invoices and cashing checks while the account is on autopilot. That brings us to the third relationship problem.

You only want me for my money.

Agencies that prioritize selling services over helping clients are the worst type of marketing relationship to be in. It really hurts when dentists realize they’ve been taken advantage of.

After that, it’s usually time to break up, and find a real relationship with a “true” marketing love that actually cares about your practice and your success.

FIND YOUR DENTAL MARKETING SOULMATE

What do you do when you realize it’s over? Start looking for a dental marketing agency that knows authentic branding strategy, clearly defined strategies, and transparent reporting.

When you find the right one, trust me, you’ll know.

ABOUT THE AUTHOR

Xaña Winans is the CEO and founder of Golden Proportions Marketing, a dental marketing company dedicated to the growth of dental practices throughout North America. Founded in 2001, her agency provides strategy driven, full service solutions including branding, internal marketing, advertising, and digital marketing.

Goal driven results are at the heart of everything she creates.

Her passion for constant and never ending improvement led her to develop Smart Market Dental, the first dental marketing software designed to tie individual marketing strategies to resulting patients.

The ability to measure marketing ROI in real time holds her agency to a higher standard, driving continuous improvement of their work.

Xaña is a board member of the Academy of Dental Management Consultants and lectures nationally on the topic of dental marketing.

She publishes regularly in Dentistry Today and Dental Economics, and is a frequent guest on industry podcasts.

FEATURED IMAGE CREDIT: Raywoo/Shutterstock.com.

A marketing strategy does not have to be complicated to work well. The most important thing is to identify the target audience, i.e. the types of patients you wish to attract. From there, you can begin building your marketing based on concepts that will resonate with them. However, when you’ve had a strategy in place for a while without updating it from time to time, it might become stale and the results you achieve could begin to diminish.

These relatively straightforward ideas are an excellent way to refresh your marketing for 2023.

• PRODUCE MORE CONTENT

When it comes to digital marketing, content is king. Videos, blogs, social media, all of these channels are important, and producing original content for them will boost your practice’s image. The more content you can produce to highlight your practice, the more exposure it will get and the more trustworthy the practice’s “brand” will appear. Informative content builds authority and lends credibility to your practice.

Please keep in mind that the content you create should be easy for the target audience to digest, meaning that it should not be overly technical or too long so as to hold the viewer’s/reader’s attention.

It is also important to remember that it will take some time for a content strategy to gain traction. If you are patient and continue to put out original content consistently, it will pay off. So, don’t give up right away if the views and likes aren’t there at the beginning. Wait it out, and you should see better and better engagement as you continue building your practice’s reputation online.

• STOP IGNORING EXISTING PATIENTS

Taking your existing patients for granted and not actively marketing to them is revenue lost, plain and simple. An existing patient is a huge opportunity. They already go to your practice, know your team, and trust your advice. Convincing an existing patient to follow through with treatment takes far less effort than trying to attract a new patient who has never been to your practice before.

Some practices tell us that their patients get services elsewhere because they were unaware that their practice offered the same services. You can prevent that from happening by doing campaigns to make existing patients aware of the special services your practice provides. Another way to reduce the number of missed opportunities at your practice is to follow up with every patient who has not yet accepted a treatment plan.

Don’t let it stop with “I’ll think about it,” and don’t miss out on the chance to capitalize on the patients who are already coming to your practice.

• CHANGE YOUR MINDSET

It is common for dentists to think of marketing as just another business expense. This way of viewing marketing is limiting and will keep you from reaping all the benefits of your marketing budget.

Marketing is an investment in your practice, just like a retirement plan is an investment in your future. Much the same way you would view any growth-oriented investment, you should think of marketing as a long-term plan to one day achieve financial security for your practice. For that plan to work out the best, you will need to make regular contributions to build a solid revenue base that your practice can “live” on. It will only be successful if you are fully committed to seeing it through until you reach your goal. Again, it takes time to get to where you want your practice to be, but you have to start somewhere and stick to the plan if you want to see the full benefits.

If you have been unimpressed with the results of your marketing in the past, this year can be different if you’re willing to make a few adaptations. Don’t forget to discuss any changes you want to make with your marketing partner to get the best advice on how to implement the strategies that will take your practice to the next level.

ABOUT THE AUTHOR

With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.

Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns.

She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.

FEATURED IMAGE CREDIT: Merakist on Unsplash.

An increasing number of people may be embracing apps, email, and texting to make appointments or answer their questions, and you can hardly blame them. However, patients still want to talk to a human being. That’s good news because texting is highly inefficient. One study says that humans speak at about 125 to 175 words per minute and can absorb up to 450 words per minute, while an average typist can only manage to peck out about 40 words per minute—and that’s on a full-size keyboard! Clearly, you can accomplish a lot more a lot faster on a call.

So, how can you take advantage of the low bar for telephone customer service these days? Simple. Try to knock it out of the park on every call, every time. If that sounds like a very lofty goal, it’s not. A new-patient phone call takes about the same amount of time and effort for your team, regardless of whether it’s done with genuine empathy and enthusiasm or utter indifference. 

It might be tempting to slack off a bit in times like these when anything better than bad is good. But so many of my clients have demonstrated that a little extra effort, consistently applied, can help blow away patients right from the very first interaction. More importantly, it’s the first step toward getting them to tell their friends and family about your practice. 

Plus, if you’re an independent dentist, you might want to consider this: DSOs and large group practices are consolidating their operations, and an increasing number are investing in specialized call centers run by professionals and staffed by trained representatives. The good ones know what they’re doing, so it’s worth putting in some time and training to ensure your practice is better.

Luckily, it’s not rocket science. While there is a framework for how a successful call is executed, as well as best practices within that framework, you can give your team lots of leeway to make calls personal. I suggest encouraging them to be themselves and inject their own personalities into patient interactions. It’s a sharp contrast to the stiff, rigidly controlled pseudo-conversations that characterize bad call experiences. Let’s touch on some basic tips:

• Answer the phone by the third ring. It demonstrates attentiveness and enthusiasm on the part of your practice. Let it ring for too long, and you risk the prospective patient hanging up or thinking your practice is overly busy or disorganized (which, frankly, is true of a lot of businesses these days).
• Smile! Studies suggest that smiling releases serotonin and endorphins, and that helps people add sunshine to every call. If that’s the case, why not train your team to treat calls as if the patient were actually standing in front of them?
• Introduce yourself and give your name. Sounds simple, but it’s often overlooked. Doing this helps forge a personal connection with the caller right from the start.
• Welcome the patient (“I’m so glad you called; you’ll love it here!”), gather information (“How can we help you? How did you hear about our office?”), and offer reassurance (“We can definitely help you with that. Dr. Jones has extensive training with x.”). Listen carefully and repeat the patient’s information back to him or her to demonstrate that he or she is being heard.
• Use the patient’s name throughout the phone call. Do this for the same reason you introduced yourself at the start of the call, to help make a personal connection.
• Record the caller’s information on a phone sheet. A phone sheet can also serve as a guide for every call, so you’ll always remember which questions to ask and in what order to navigate them. This is one way you can focus more on listening and less on remembering which information you need to get.
• Communicate the anticipated length of the appointment. If patients have no idea how long it will take, then it’s completely subjective whether the appointment took too long, and patients are more likely to be disappointed (after all, for some people, 2 minutes spent standing in line at the grocery store is an eternity). If you clearly state that they’ll be in the office for, say, about 90 minutes, you’ve set a clear expectation.
• Make sure they know where you’re located. Don’t assume that even patients who are local know where they’re going. Talk them through the directions, and be sure directions are also on your website so you can include a link as part of your new-patient information.
• Let the conversation flow naturally. The last thing you want during a patient’s initial contact is to make him or her feel rushed or like he or she is just another number. Be flexible and go with the flow. Some patients enjoy a little small talk to put them at ease, while others like to get right through the process.
• Be aware of inflection, pace, and tempo. The tone of your message is as important as the message itself. Delivering the right words the wrong way can undermine your efforts.
• End every call on a positive note. Confirm the patient’s information, and then express how much you’re looking forward to seeing them.

Here’s what a very basic call might sound like. You’ll likely want to allow extra time for small talk, questions, and anything else that happens organically. 

OFFICE: “Thank you for calling Jones Dental! This is Kay. How may I help you?”

CALLER: “I’d like to make an appointment for a cleaning.”

OFFICE: “Great! When was the last time you were in to see Dr. Jones?” (Note: We use this phrasing to clarify whether you’re talking to an existing patient or a potential new patient. You do not want to offend any of your existing patients by asking, “Have you been here before?”)

CALLER: “I’ve never been there before. This will be my first time.”

OFFICE: “Welcome! I’m so glad you called. You’ll love it here! May I ask how you heard about our office?” “Are mornings or afternoons more comfortable for you?” (Note: Always offer 2 appointment times.)

CALLER: “Mornings are better for me.”

OFFICE: “How about next Tuesday at 10 am?”

CALLER: “That will be fine.”

OFFICE: “Okay, Mike, and your last name is?”

CALLER: “Smith, and that is spelled S-M-I-T-H.”

OFFICE: “Great, and the best daytime phone number to reach you, Mike?”

CALLER: “(555) 444-1234.”

OFFICE: “Okay, Mike. You’re scheduled with Debbie, our hygienist. She is great and very gentle. You’ll be in great hands. Do you need directions?”

CALLER: “No thank you. I drive by your office all the time.”

OFFICE: “Well, Mike, again, my name is Kay, and we look forward to meeting you. We’ll see you next Tuesday at 10 am.”

Notice the scheduling coordinator did not ask the patient questions regarding insurance, health history, or the date of their last dental exam and cleaning. In my experience, clients have enjoyed more success by getting the patient in the door first and impressing them with their “wow” factor. However, some clients feel differently, so you have to choose which approach is right for you.

I also suggest scheduling a follow-up welcome call from the doctor to a new patient before the appointment. Ideally, this should be done within 48 hours after the initial contact. Doing so will increase patient satisfaction and make it more likely that the patient will keep the appointment. And don’t worry: We know doctors are busy, so leaving a voicemail is fine if the patient doesn’t pick up. 

A welcome call from the doctor might go something like this: “Hello, Mike, this is Dr. Jones, your new dentist. I saw you recently spoke to Kay and scheduled your first visit with us for Tuesday, December 28, at 10 am. I’m calling to personally thank you for choosing our office and to see if there’s anything we can do for you to make your first visit with us more comfortable. If there is anything you need or you have any more questions, don’t hesitate to give us a call.”

A patient’s perception is reality—especially in today’s world of social media and online reviews. Setting the right tone for each patient’s new visit is some of the best marketing you’ll ever do. That’s why it’s worth the effort to do it right. The payoff is increased loyalty and retention, as well as better word of mouth, which is not only free advertising but also the most trusted kind.

ABOUT THE AUTHOR

Ms. Huff is Benco Dental’s practice solutions ambassador, bringing more than 40 years’ experience as a professional coach specializing in business systems, team motivation, leadership, and profitability. She is one of Dentistry Today’s Leaders in Dental Consulting. She can be reached via email at kh3554@benco.com.

Disclosure: Ms. Huff reports no disclosures.

FEATURED IMAGE CREDIT: bptrends.com.

Having online visibility is a surefire way to grow your dental business in this internet era. After all, whenever someone wants any services, the first thing they do is an online search on platforms like Google.

Dental Email Marketing Ideas That Drive Results (Image by: Muhammad Ribkhan from Pixabay)

It would be prudent to note that big practices are buying up so much ad space on Google, meaning attracting patients to your small to medium-sized dental practice can be a daunting experience. However, there are other tactics, like email marketing, that are proven to get you better results and still get a share of the market.

This post highlights dental email marketing and how you can leverage it to grow your business.

THE BENEFITS OF EMAIL MARKETING FOR DENTISTS

Email marketing remains a leader in the world of digital marketing, ideal for the growth of both small and large businesses. According to statistics, you stand to make an average of $42 for every $1 you spend on email marketing.

Moreover, 60% of consumers claim to have made purchases based on an email they received. This is much higher than the only 12.5% of consumers who made a purchase based on a social media post they saw. These numbers clearly point to email marketing as one of the best digital marketing practices for dentists seeking new patients.

Still, even with the general numbers indicating how important email marketing is, how is it directly helpful for a dental practice?

Here are some key benefits of dental email marketing:

COST-EFFECTIVE

Email marketing is one of the strongest digital marketing channels, with a 4,200% Return on Investment (ROI).

With targeted marketing dentistry campaigns, you get to hit the nail on the head and appeal directly to potential customers to get into business with you.

The overhead costs of email marketing campaigns are much lower than many other marketing strategies. You get to spend less, but with the potential to gain much more.

BETTER ENGAGEMENT WITH PATIENTS

Email marketing enables you to build deep and long-lasting relationships with your patients. Creating engaging emails shows that you prioritize your patients and their needs. This makes them feel valued and that you have their interests in mind.

You can keep in touch with both your existing and potential customers. Building trust between these two groups makes them confident in you, and they will surely book appointments with you and refer you to their network.

BUILD YOUR REPUTATION IN THE DENTAL FIELD

Establishing trust between your business and clients, regardless of the field, is critical. This is especially true for businesses in the medical field, as people will only want to seek services from practices they deem ‘trustworthy.’

Through proper email marketing strategies, you can position yourself as a knowledgeable figure in the dental industry; hence, building credibility and reputation. Some ways to go about this would be by sharing helpful resources and content showcasing your expertise in the field.

Whenever you build your reputation in dentistry, people will trust you and that will eventually turn them into loyal clients.

EMAIL MARKETING IDEAS THAT DRIVE RESULTS

Email marketing for dental offices can be rewarding, but only when done correctly.

To help you get started, here are a few dental practice email marketing ideas to execute:

START WITH A WELCOME EMAIL

A welcome email is arguably the most important email you can ever send to your subscribers. It sets the tone for your new relationship and allows you to introduce your brand to them. You can include helpful materials or information that made them subscribe in the first place.

Moreover, you can also include promotional offers in this welcome email, as according to statistics, a welcome email with special offers can boost revenue by 30%.

THE NEW PRODUCT OR SERVICE EMAIL

You can introduce a new product or service to your subscribers through a well-crafted email.

For instance, if you have acquired new technology for teeth whitening, you can send out a targeted email to your subscribers to inform them of the big news.

To increase conversion rates, you can include more information on the new service or product, such as how it is done and who it’s best suited for, among other benefits.

It would be best to include a limited-time offer to create a sense of urgency and trigger the purchase.

THE EDUCATIONAL AND HOW-TO EMAILS

Keep your subscribers engaged and build authority in dentistry by curating and sharing relevant educational and informational guides via email.

Providing them with this information makes your subscribers view you as more than just a dentist and see you as the one-stop shop for all their dental-related queries.

Moreover, doing this increases their trust in you, eventually bringing in more loyal clients.

REMINDER EMAILS 

Reminder emails may not be viewed as a direct sales-generating campaign, but they significantly impact your total revenue.

Sending reminders to your patients for upcoming appointments helps maintain accountability and reduces no-shows.

Furthermore, instead of simply reminding patients about their upcoming appointments, you can use this opportunity to upsell and bring to their attention any additional services they may require.

TARGETED PROMOTIONAL EMAILS

Instead of emailing your entire mailing list, you can target a specific group to increase conversions and make even more sales. For instance, you can send an email to re-engage inactive clients, reward loyal patients, or give special discounts to potential new clients.

For this email campaign to work, you need to have a deeper understanding of all your different audiences to be able to create emails that would trigger a purchase from them.

HOW TO LAUNCH EMAIL MARKETING CAMPAIGNS FOR DENTISTS

If you are convinced that email marketing is the way to go for your dental practice, here are a few steps to follow to get started with it:

START BY BUILDING A SUBSCRIBER LIST

Without a subscriber list, you have no one to send your promotional emails to. You can grow your mailing list through every possible method at your disposal. For instance, to collect emails, you can have a simple form on your website, through PPC ads, social media posts, etc.

Moreover, you can collect your patients’ email data whenever they visit your clinic.

CHOOSE A GREAT EMAIL MARKETING PLATFORM

A professional email marketing platform saves time that could have otherwise been spent with your patients. Such platforms make it easy for you to segment your audiences and send bulk targeted emails.

Choosing the best email marketing platform may be a daunting experience, especially if you are unsure of what to look for.

Some factors to consider when scouting for one include the designs and layouts available, templates, scheduling, email management, and analysis.

BUILD AN EFFECTIVE PERSONALIZATION

Even though you may be sending emails to a large group of people, ensure that you only send out personalized emails. The recipients have to feel like you are only sending the email to them and not because they are part of a group.

Most reputable email marketing platforms allow you to add personalization to your emails, and you can address individual recipients by name or any other necessary personalization.

Personalizing marketing emails also entails having a more profound knowledge of your audience. Do not send out a generalized email to all your audiences, as some may not find the content helpful.

Segment your audiences and send them relevant emails that resonate with their specific needs.

DO NOT FORGET TO ADD A CALL TO ACTION

Always have an agenda or a goal in mind before sending out any emails. What do you intend to achieve once your audience reads the emails? Is it more sales of a product? Get more appointments?

Once you have in mind what you wish to achieve, ensure that you have a call-to-action button within your email. Regardless of the email content, enable your recipients to take action after going through your email.

Photo by: Mohamed Hassan from PxHere

TRACK THE PROGRESS

Failure to track the progress of your email campaigns is like doing something blindly. If you have no idea how your campaigns are running, you may not know how to improve them.

Depending on the email marketing platform you’re using, you can track the performance of your campaigns based on metrics such as the number of emails sent, emails opened, bounced emails, actions taken, etc.

Through this data, you can optimize your campaigns and create better ones based on the lessons learned from the previous ones.

FINAL THOUGHTS

Dental email marketing is a proven tactic used by top dentists to get new patients and retain the ones they have. With other marketing strategies having been flooded and taken over by big practices, those running small to medium-sized businesses can leverage email marketing to scale their business. You too can greatly benefit from this, and the tips mentioned in this post will get you started.

ABOUT THE AUTHOR

Lidia S. Hovhan is a digital marketing expert and SEO guru. She contributes articles about how to integrate digital marketing strategy with traditional marketing to help business owners to meet their online goals.

You can find really professional insights in her writings.

FEATURED IMAGE CREDIT: Mohamed Hassan from PxHere.