Dental Marketing: Create A Ruckus
“Create a ruckus!” Those were Seth Godin’s words in a podcast interview I listened to.
It reminded me why his message is so compelling. And how creating your own “ruckus” of sorts could transform your dental marketing.
What if you decided to approach your dental marketing that way. What would the “ruckus” look like...and are you brave enough to find out?
Promoting your dental practice and services is among the most strategic things you do outside your “wheelhouse” of expertise or speciality.
Start by losing the agenda!
Translation: Stop being so calculated and concerned about ROI (Return on Investment). Change the game in how you promote your dental practice and services.
Try a “just-because” approach.
Share your knowledge and expertise without expecting anything in return. Before you think that’s a waste - think again.
These days people (your patients included) are attracted to valued authority. The perfect place to showcase it is online via your digital or web content.
Set your ROI on auto-pilot
Your dental marketing ROI extends beyond your current online intentions. Sure, SEO, marketing metrics, and analytics are somewhat necessary.
But the ultimate test of your investment has to do with ONE thing. And it’s ultimately why your website visitors and content readers give you any portion of their time or trust.
Are you useful?
Being useful creates a higher return in today’s online marketing space. The days of hiring someone to create your dental website, setting-it-and-forgetting it are gone!
Web visitors are easily bored, overloaded with information, and saturated with industry-speak. They’re “hungry” and will return again and again if you supply them something more.
Useful, authorative expertise
“Just-because” dental marketing relies on the creation and distribution of valuable, relevant content.
Launch, re-launch, or start replenishing your current dental website blog or article page.
- Invest more in your ongoing content stream than you do the tempting, quick-fix eye-candy web designs.
- Eliminate word-count phobia and worrying if your Home, About Us, Services and Procedures pages have enough words.
- Consistently create useful content that delivers solution-focused value for the questions your site visitors/readers have. Remember: Trusted expertise leads to service-provider loyalty.
Provide multiple channels of content access.
- Inform and educate “readers” with blog posts, enewsletters, emails, ebooks, Twitter and Facebook posts, etc.
- Supply “listeners” with audio content, podcasts, audio chats, etc.
- Engage “viewers” with visual content via YouTube, Pinterest, Instagram, Periscope, webinars, etc.
- Know your “tribe”. Dental patients (your site visitors/readers) come in all flavors and so should your content and how it’s delivered.
Expect and ask for feedback.
- Ask for what you want to measure. Reviews along with “shares” and “mentions” on social media are “votes” for or against your services on some occasions.
- Survey your dental patients. Repurpose those “nuggets” of honest feedback into more useful content that serves their interests, needs, and questions.
Why not “create a ruckus?” Step away from the crowd and perhaps you’ll build one.
That’s a superb ROI. Agree?
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There is the good, the bad and the ugly of dental practice management, but many dentists will still tell you the probability is your dental consulting will work if you and your consultant are on the same page. It stands to reason that if a dental consultant had little value, worth or benefit that consultant could not stand up to harsh economic realities for long. A veteran dental consultant is also a "personal coach" who shold bring management wisdom based on "in the trenches" experience along with systems and protocols to that have been successfully implemented in other practices. Top dental consultants talk and network with each other. They pay attention to what systems work and don't across many dental practices.
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New Patient Experience and Patient Education
Daily and Weekly Checklists
General Policy Manual
What gets monitored, gets managed. It is as simple as that. The only way to monitor what gets done is with daily stats especially for your weak areas. For example, one employee should be specifically responsible for calls to patients who are unscheduled, overdue for re-care or need reactivation. Other staff can and should help in coordination with the accountable employee.
What most practice owners are lack in knowledge is not how to book an appointment, but rather how to be an effective leader. The best systems in the world are useless if the staff do not comply. Good leaders know how to get staff to willingly follow through and comply.
Questions To Ask
Do you and/or your staff have to travel or does the consultant come to you?
Is the program mostly one on one consulting versus seminars or courses with multiple clients in attendance?There are advantages to both.
If the dental consulting is one on one who will actually deliver the consulting? I recommend knowing who your specific dental consultant will be prior to signing on the dotted line.
Is program based on a specific dental practice management system? You want to avoid cookie-cutter programs. Ensure the program will be tailor-made to fit your practice's specific needs.
The cost (including travel expenses and downtime) is certainly not the only factor, everything else being equal, it is still a major factor to consider. It's unwise to pay too much, but it's worse to pay too little.
Top Dental Practice Mangement Consultant
My name is Kevin Tighe. Consultant. Coach. Mentor.
My mission is to advise, recommend and help implement proven systems to grow your practice .
Before joining the Cambridge team I was in charge of setting up workshops for large nonprofits throughout the United States and Canada. During that time, I was fortunate to receive mentoring from several world-class business consultants, including a dental practice management guru, which led to a position at Cambridge as their seminar organizer. In time, I began crisscrossing the country delivering seminars myself for the better part of a decade. Subsequently, I moved up to senior consultant and eventually partner and now sole owner.
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