As the saying goes, marketing can be either an investment or expense. Dental practices that successfully market their services create a steady flow of new patients, while those that don't are throwing money down a black hole.
So how does your marketing stack up?
In this new feature, we look at your marketing collateral and tell you if you're making the grade. Together, marketing expert Joy Gendusa and Chris Salierno, DDS, point out the good, the bad, and the ugly. We kick off the series this month with Amit Khanna, DMD, and Patuxent Dental of Hollywood, Maryland. Dr. Khanna is a client of Joy's, but in future months we will be featuring your submitted materials. See the conclusion of this article to learn how your practice can participate.
OK, time to sit down, get out your pencil, and pay attention—marketing school's in session!
e-Newsletter: A
Joy's critique:
- Newsletters don't have to be labor-intensive to work. This practice uses an inexpensive template program with a library of prebuilt dental messages. This one got a 53% open rate and 25 clicks on the appointment request button!
- It did great, but it could do even better with a tiny tweak: make the colors match the rest of the marketing—use blues instead of greens!
Postcard: A
Joy's critique:
- There's a lot to love about this postcard: it's clean and well-designed with benefit-driven copy. The recipient knows immediately that it's dental.
- Great eye trail! The girl is facing the copy, which guides your eye toward it.
- The sub-headline on the back is a benefit (not a feature). It tells prospective patients what they will get out of visiting this dentist.
- Bullet-pointed text = super easy to read!
- Super appealing offer, and the expiration date encourages prospective patients to call sooner rather than later.
Where it could use improvement:
- Adding a photo of the doctor and a short bio would help people feel more comfortable. People want to know who is going to be treating them.
- It's missing social proof. Adding a real five-star review with the stars and mentioning how many reviews you have would go a long way.
- I would make the call to action bolder and in a completely different color—like red or orange—to make it stand out and drag your eye there.
Notes from Dr. Salierno:
- Although an offer can be enticing, I'm personally not a fan of any wording or design that would make an offer look like a coupon. I think coupons train potential patients to treat our services like commodities. I would remove the dashed line.
Online banner ad: A+
Joy's critique:
- Since the postcard campaign features the DirectMail2.0 add-on, everyone receiving that postcard will start seeing this ad on Google's network—millions of sites.(i) The banner ad resembles the postcard, which creates repetition—a key element to marketing success!
- Love it! Benefits over features, always.
Notes from Dr. Salierno:
- Repetition is key! Repetition is key! Repetition is key!
Facebook posts: A+
Joy's critique:
- This practice posts a wide range of appealing content to its Facebook page, from videos to silly pictures of the staff to patient reviews. Here is a brilliant promoted post from 2016 that demonstrates the high level of care it provides, and it got more than 1,400 likes!
- Love real photos of real people—creating lots of trust and affinity for the practice!
Website: A-
Joy's critique:
- From the color scheme to the free whitening offer, this website lets visitors who were driven here by Dr. Khanna's postcard know that they are in the right place.
- The dentist profile is a must for dental websites. You need them to know and trust you!
- The call to action really stands out in green. My eye goes right there.
- The link to a page of reviews gives us that social proof that 92% of consumers want to see.(1)
My only suggestion:
- I wish there was a lead-generation form on the home page for visitors who aren't quite ready to make an appointment. I love an "ask the doctor" form for those not ready to call. I would move the contact information up to the top of the page in even bigger type!
Notes from Dr. Salierno:
- Prominently featuring a link to reviews? Solid idea. It also can help prepare your happy patients for leaving their own.
Storefront: B
Joy's critique:
- The color of sign is on brand and gets straight to the point, but I'd love to see an even bigger sign that is easier to read—and maybe even includes its fabulous logo!
Results
Overall, we've seen a great performance by Dr. Khanna! To see the results of all this marketing, visit postcardmania.com/dr-khanna.And don't forget: as a Dental Economics reader, you are entitled to 5,000 free dental postcards, printed by PostcardMania, as well as free samples of postcards that are working right now for other dental practices. Redeem online or call (844) 269-1836 today—free marketing advice for your practice is also included!
Note
i. DirectMail2.0 is a service of PostcardMania that features direct mail, mail tracking, online follow-up ads, and call tracking. More information can be found at postcardmania.com/products-services/direct-mail-20.
Reference
1. Anderson M. 92% of consumers now read online reviews for local businesses! BrightLocal website. https://www.brightlocal.com/2015/08/20/92-of-consumers-now-read-online-reviews-for-local-businesses/. Published August 20, 2015. Accessed January 4, 2017.
More mind-blowing marketing tips from Joy Gendusa:
How this startup went from zero to 112 monthly new patients in less than one year (December 2016)
5 ways you sabotage your marketing (November 2016)
How this dental-orthodontic practice increased revenue 75% in one year (October 2016)
4 easy steps to your most productive 4th quarter ever (September 2016)
4 marketing principles that led to 46% more patients in one year (August 2016)
How do you reverse a downward revenue trend? You may be surprised (June 2016)
4 marketing strategies already proven to bring in new dental patients (July 2016)
4 marketing tips (and 1 warning) for dental start-ups from 30-year veterans (May 2016)
How to design a results-generating dental marketing postcard (April 2016)
5 postcard marketing actions to grow your pediatric dental practice (March 2016)
How to make the most of every dime you put into your marketing (February 2016)
10 dental marketing resolutions for growth in 2016 (January 2016)
How to enter:
1. Send us examples of up to six of your recent marketing efforts. Examples can be digital or hard copy.
If e-mailing, send to DE Managing Editor Zac Kulsrud at [email protected].
If sending by snail mail, address your package to:
PennWell
Attn: Zac Kulsrud, Dental Group
1421 S. Sheridan Ave.
Tulsa, OK 74114
Here are things you might include:
-Website screenshots
-Successful Facebook/social media posts
-Direct mail pieces
-Display ads or pay per click verbiage
-Photos of signage/storefront
-Referral marketing program examples
-Newsletter examples (e-newsletter or snail mail)
-Links to television commercials
-Brochures
-Etc.
2. Include a cover letter with the following information in your submission (or e-mail Zac for an entry form):
-Your practice's name and location
-The name of your practice's dentist(s)
-Primary point of contact with phone number and e-mail address (in order to notify receipt of submission and for notification of winners)
-A 100-word summary of why your practice should be featured
3. Important note regarding prize for featured offices
Selected entrants will receive free printing for 5,000 standard-size postcards (4.25'' x 6'') from PostcardMania. The prize is limited to printing only and does not include design fees or postage fees.
4. Questions?
Contact DE Managing Editor Zac Kulsrud at [email protected] or (918) 831-9472. Let us help you help your marketing. Enter today!
REMEMBER, ENTRIES DUE MARCH 15, 2017!!
