What is Remarketing?

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Today’s Topic: What is Remarketing?

Remarketing. Are you familiar with this term? Maybe not but you have noticed its effects any time you are surfing the web. Have you ever Googled a phrase like “Men’s dress shoes” in order to find a pair you might like to buy only to see ads for Cole Haan pop up in your Facebook feed? And then you continue to see Cole Haan ads everywhere you go online? Or maybe you put some items in your shopping cart on Amazon and left them there, only bombarded with ads offering a discount on the very items you have yet to purchase?

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Would You Hire The Person You Just Spoke To?

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Would You Hire The Person You Just Spoke To?

call trackingRecently my beautiful wife – whom I somehow convinced to marry me years ago – and I took an anniversary trip to New York City, the place where we first met each other. I booked the plane tickets through Delta Airlines months in advance. Unfortunately when booking, I completely forgot to complete our seat assignments. About four days before the flight I called Delta in a panic to do just that. The call went smoothly, I got the seats I wanted, and at the end of the call the representative asked me if I would complete a one question survey. What happened next surprised me.
 


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The one question was:

“Would you hire the customer service representative you just spoke to for a customer service position in your business?”

I was blown away! I had never heard that one before. I was completely expecting the most popular one-question survey that there is (which is also referred to as “NetPromoter”): “How likely would you be to recommend us to a colleague, friend or family member?” But the airline has a found a new way to measure true customer satisfaction with their servicing team.

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Five Things You Should Look For When Choosing a Dental / Medical Marketing Company

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Five Things You Should Look For When Choosing a Dental / Medical Marketing Company

Business Plan copyThis week are discussing what dentists and doctors should be looking for when choosing a dental / medical marketing company.

  • How many clients have they worked with LIKE YOU? You want to work with a marketing company that has “been there, done that.”, and has significant experience working with doctors. You don’t want to be their first client so that they can make their mistakes with you. Make sure they are experienced (i.e. they have already had plenty of successes and a few failures and learned from them all). Ask for references, case studies, etc.
  • Your marketing company should have a proficient understanding of your services and how they appeal to your patients. Dentistry is a unique (and complicated) business. That is why you have to go to school for so long! A really good dental/medical marketer understands your business and services (at least at a high level) and more importantly, understands the best ways to communicate those services to the masses.
  • They should not be too big…or too small. If you work with one of the bigger agencies you will likely be pawned off on rotating account managers who will ask you your customer ID number every time you call. If you decide to cancel your service you will be put in an endless loop of trying to find the right person that you have to speak to before you cancel. If you work with a company that is too small you will end up waiting months and months for your logo to be designed! You want to work with a company that knows you by name, not account number; and where the success of your business is as important to them as it is to you.

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What Makes You So Special? 4 Tips on How to Answer that Question.

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Untitled design (5)Everyone thinks they are special (including me). We all know we are better than our competitors. But when our patients ask us why, it is often a hard question to answer with certainty. Even though we may know what makes us better, it not always easy to communicate that to a patient.

In the increasingly competitive market of dentistry, it is more important than ever to STAND OUT. If potential patients see your marketing and think you are no different than the other dentists out there, why should they pick up the phone and call you? Here are some tips on how to STAND OUT.

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A Huge, Untapped Source for New Patients. Right There in Your Office!

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Today we’d like to talk about a source of new patient referrals that is often overlooked in a dental practice.  Referrals from your team members.

open for businessI am not talking about the friends and family referrals that you might get from your receptionist or your assistant (that you feel obligated to offer at a discount), but a calculated and measurable plan to increase the number of patients that come to you through this channel of people.

Have you ever considered that your team can be a walking billboard for your business when they are out on their lunch break or just running errands on the weekend?  Why not encourage them to engage with potential new patients when they are out and about?

It is real simple to do. It requires not much more than a handful of Care to Share cards and maybe a clever, well-designed t-shirt branded with your logo that encourages potential patients to ask your team members, “Hey, where is that dental office?”  (According to OSHA, they should not be wearing those scrubs out of the office anyway!)

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5 Other Places Where Your Practice Needs to Be Online: Having a Website is Not Enough!

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Total Online Presence. Does that sound familiar? It does if you are a client of Practice Treatment Plan. Our clients often hear us say, “It is not enough to just have a website to market your practice online! It requires a Total Online Presence.” Total Online Presence is a system of connected links, listings and content pages that raise your online profile for search engines.

Here are 5 other places where you need to be online:

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ALERT! 5 Things You Need to Know About the Recent Google Changes

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Welcome to Practice Treatment Plan’s Bi-weekly New Patient Marketing Tips! Delivered to you every two weeks.
ALERT! 5 Things You Need to Know About the Recent Google Changes
At the end of February Google made some big changes to how they display search results. They removed Pay-Per-Click (PPC) advertisements from the right hand side of the results page, and added a fourth Pay-Per-Click ad at the top of the search results. You are probably asking yourself… what does that even mean??? You will have to take our word for it, IT IS IMPORTANT FOR ANY DOCTOR OR DENTIST THAT USES THE INTERNET TO GET NEW PATIENTS! Here are 5 things you need to know:
dental pay-per-clickThis change further diminishes the value of traditional, organic Search Engine Optimization (SEO). If you are paying an SEO company lots of cash each month to get you to the top of the organic search results, you should know that the value of that service is somewhat diminished. Why? Because the first organic search position (the coveted #1 spot when someone searches for your service) is now “below the fold”. “Below the fold” means that someone now has to scroll down to see the result.
You better have a mobile friendly website. How is that relevant? The reason Google made this change is simple: more people conduct searches on Google each month on a mobile device than do a desktop or laptop computer. The Pay-Per-Click ads never did show up on the right side on mobile devices, so Google made the change to align the desktop/laptop experience with the mobile experience. If your website is not delivering a good mobile experience, then you are offending more than half of the people that search for dentistry each month online.
If you are using Google Pay-Per-Click today, you need to make sure your results are in the top 4. Being in the number 5 or 6 position now means your ads are pretty much invisible. After position 4, your ads fall to the very bottom of the results, at the very bottom of the page. Make sure you are bidding aggressively to be in the first four spots.
If you are using Google Pay-per-click today, make sure you are using ad extensions. Now that you are going to be bidding more aggressively to be in one of those top 4 positions, make sure you are effectively using ad extensions (one of the benefits of showing up at the top). Location, sitelinks, callouts, etc. These are all good ways to get additional attention to your ads.
If you are not using Pay-Per-Click as part of your marketing plan, YOU SHOULD BE! This change only reinforces what we have been telling our medical and dental clients for years now. Google is trying to push more businesses to their Pay-Per-Click platform by making it harder to succeed through traditional Search Engine Optimization (SEO). They would rather you paid them to get new business rather than pay an SEO company.
Have you tried Pay-Per-Click as a marketing strategy? Call us and we can help. PPC marketing is generally the highest ROI (return on investment) channel that we use for our clients. It does not cost much to get started, and clients can see results in the first few weeks of the campaign.
If you would like to learn more about our Pay-Per-Click service contact us at 888-412-8820 or visit http://practicetreatmentplan.com/.
Practice Success,

Benjamin Suggs

New Patient Marketing Strategist

Practice Treatment Plan, Inc.

Top 5 Most Popular Objections to Using Call Tracking in Medical / Dental Practices

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Welcome to Practice Treatment Plan’s Bi-weekly New Patient Marketing Tips!

Today’s Topic: Top 5 Most Popular Objections to Using Call Tracking in Medical / Dental Practices

Tracking your practice’s incoming, new patient phone calls is a vital piece of your marketing plan. This is accomplished very easily by placing a unique call tracking number on all of your marketing channels (website, direct mail, billboards, etc.) so that you can track how many new patient calls each of them is bringing to your practice. If you are not tracking where these calls are coming from it is like throwing your marketing dollars into the wind.

call trackingCall tracking serves a number of important purposes such as:

  • Identifies which marketing channels are giving you the best return on your investment.
  • Provides you with call recordings and detailed reports on how well your front office team is converting new patient calls into new patients in the dental chair.
  • Gives actionable feedback to your front desk so they can improve their conversion rates and bring more new patients into your practice.
  • Lets you know how many calls are being missed and the peak call times in your practice so you can make sure there is enough phone coverage at those times (reducing missed calls).

100% of the time call tracking has helped our clients get more new patients. 100% of the time!

That statement should be enough to convince any doctor that it would be worth implementing a call tracking system for at least a few months. But we still hear objections from doctors. Below are the Top 5 Most Popular Objections to Call Tracking:

My front office team won’t like having their calls recorded. Most customer service departments record their phone calls for quality assurance (and that is exactly the line of work your front office team is in…customer service!). The receptionist is on the “front lines” of your practice. He or she is vital to the success of your business. It is imperative that you know how successfully they are converting new patient calls into actual new patients. Our clients wisely use our daily or monthly call tracking reports as a very effective training tool to teach the front office team how to more effectively convert prospects into patients. The best way to get your team on board with call tracking is to make them excited about being such an integral part of the success of your practice. Give them incentives for converting a certain percentage of new patient calls into new patients in your practice every month!

It’s too expensive. Can your practice afford to miss 40 patient calls every month? That is the average number of calls practices like yours are missing! If you had a way to get those potential new patients back on the phone within minutes so that you could appoint them, how much could your production dollars increase annually? Or, if you could determine your peak calling times allowing you to make some minor scheduling changes to ensure that there was always enough phone coverage at those times, would that information benefit your bottom line? You bet it would! I already know what you are thinking, “We don’t miss that many calls every month.” Are you sure? I bet you would be shocked to learn the truth. Call tracking pays for itself many times over with the number of new patients it helps bring in.

We don’t need call tracking, we have caller ID. Great! If you have caller ID can I assume you are always calling potential new patients back promptly? Probably not. Usually only the callers that leave voicemails get callbacks. Less than 30% of potential new patients leave a voicemail. They will just go to the next doctor on the list, so by the time you do call them back, they may have already appointed with another dentist. Call tracking gives you a systematic approach, through immediate text & email alerts, to ensure missed calls are called back promptly. Most importantly, it provides data to develop a strategy to reduce missed calls overall.

Won’t having a tracking number on my website hurt my SEO? You can use a call tracking system that utilizes dynamic number insertion. What that means is that when a search engine (like Google or Bing) “crawls” your website they will see your real practice number. But when a human (potential new patient) arrives at your website, they will see the call tracking number.

The only people that we aren’t appointing have an insurance we are not in-network with or they have Medicare, which we don’t accept. I bet you would be surprised to find out that a big percentage of potential new patients are qualified and motivated to make an appointment at your practice but for some reason, they don’t. When this happens it is often because your front office team does not know how to “lead” the caller on the path to an appointment. Through call tracking your team will learn better ways of interacting on the phone with new prospects and converting them into loyal patients of your practice.

Call tracking ensures that your marketing dollars are put their their highest and best use. If you would like to learn more about our call tracking service contact us at 888-412-8820 or visit www.opportunitytrack.com.

Practice Success,

Benjamin Suggs
New Patient Marketing Strategist
Practice Treatment Plan, Inc.