Holiday Silly Season

Posted on by Neil Sanderson

Why Your Website Has To Be Mobile Ready

mobile readyYou may be thinking here he goes again, banging on about your website being mobile ready and you'd be right. But it is now critical that you take action and ensure that your site is mobile ready.

I recently met a dentist who has spend £46,000 over the last three years on Google Adwords. Over the last two years he has seen a drastic decline in conversions (new patients).

He called men and asked me to look at his Google Adwords campaign and tell him what he was doing wrong. I won't go into the technicalities of what was right and wrong with his Google Adwords campaign, it was the fact his website wasn't mobile ready that was the biggest problem.

For every prospective patients that visited his site, 60% of them came via a mobile phone. 20% came via a desktop and 20% came via tablets.

This meant that 60% of the £46,000 he has spent on Google Adwords was wasted simply because his site wasn't mobile ready, let me put that into cash figures for you £27,600!

This was a very extreme example of why your site has to be mobile ready. But it's just as important if you're not spending with Google too. In 2015 Google announced a major update on their search criteria.

Effectively if your site is not mobile ready you will not show up when people search for your on a mobile device.

But let's assume that someone has actually managed to find our website. If it's not mobile ready they will have to squeeze and expand it, in order to read what's there. So they will just leave.

When you search on a mobile phone, you are never as engaged as when you search on desktops or laptops. If you sit in front of a desktop you are normally very focussed. The opposite is true on mobiles.

You will inevitably be doing something else e.g. watching TV, cooking dinner, sat in a restaurant, on a bus etc. etc. Which means you are easily distracted.

You will also have little or no patience, so you'll want to see everything immediately. If you want to contact the company you are searching, you simply want to click the phone number and it should ring.

This is the way you have to set up your website. Everything has changed and continues to change. Being mobile ready will put you in front of your competition. It will give you a huge advantage over those practices who's sites are not mobile ready (approximately 50% of all websites).

The figures I am quoting now will almost certainly be higher by the end of this year. We expect that by the end of 2017 70%+ of all search will be on mobile phones. If you're not mobile ready, this will affect your practice significantly.

If you need a mobile ready website, call me on 01767 626 398. Email me at visit my website at Or visit my Facebook or Twitter pages.

Posted on by Neil Sanderson

Market Your Practice

market your practice

Neil Sanderson Dental Marketing Expert

It has to be said that the majority of dental practices do little or no marketing and as a result they get by. I'm often told especially by NHS practices that we don't need extra patients and as a result we don't need practice marketing.

The problem with this argument isn't that they need more patients its normally that they need more patients who will purchase private treatment to boost profits.

Having an NHS contract is a great comforter and obviously keeps the cash flow positive, the down side is that it doesn't grow and as overheads continually increase, this puts ever more pressure on your bottom line or profits.

So this is why you need to think how you can market your practice using every tool available to you.

It's reasonable that if you have a good supply of NHS patients, the vast majority of them have absolutely no idea what you offer privately unless you or one of your colleagues tell them. Whilst you the principal may well introduce your private treatments, do your associates?

This is why EVERY practice should embrace marketing as a way of life, it is a constant investment that will give you a payback month in, month out. There are very few things that give you a return on investment but when you market your practice, this is one of them.

Knowing how to market your practice isn't just about knowing how to get an advert into the press or get a leaflet produced, just think about all those patients who visit you every day who have little or no idea as to what you can do for them, so here are some essentials you need to consider when you market your practice.

  1. Social media is a must, 50% of the British public spend 30 minutes every day on Facebook alone, that's thirty million people. This is the ideal platform for you to tell your patients and prospective patients just what you can do for them.
  2. In-practice marketing. The most under utilised area to market your practice is your waiting room. Just about every dental waiting room has a TV which inevitably is showing some daytime TV channel instead of showing a video or video's of what you can offer your patients.
  3. Your Mobile App. This is probably the most cost effective way for you to communicate with your existing patients. The dental app is the ideal tool to generate referrals, encourage loyalty and return visits, it also showcases your treatments like nothing else. The mobile app is the ultimate word of mouth tool you can deploy.
  4. Email Marketing. Email is still one of the most cost effective ways to communicate with your patients on a regular basis. You don't have to bombard them with endless special offers, but a regular update from you giving your patients updates on what you do and the services you have is invaluable.
  5. Text Messages. Whilst most dental practices have embraced text messaging for appointment reminders, hardly any use it for marketing and text messaging is a fantastic tool to do this. It's cheap and gets a very high read rate. Test messaging is a great way to market your practice.
  6. Direct Mail. Yes we all know that direct mail isn't cheap, but it's incredible effective, especially to your own patients. If you can get 20% of the emails you send out read, you are doing pretty well, whereas direct mail will get closer to a 90% read rate.

So just because you are very busy doesn't mean that you can't improve the profitability of your dental practice when you market your practice. Just think what an extra 10% profits would make to you!

We have just launched a new service that is going down a storm, it's called the Complete Dental Digital Marketing System and it handles every aspect of marketing your practice. For more information, call me on 01767 626 398 or email me at or visit the website You can also find us on Facebook

Posted on by Neil Sanderson

Holiday Silly Season

Don't Waste The Holiday Silly Season

Holiday Silly SeasonSo summer is now upon us and we're entering what many people in business refer to as the holiday silly season, as nobody really does much of anything because of the holidays.

It used to be that Christmas consisted of two days, we had two days at Easter and the odd bank holiday through the year. Whilst the kids had a six week school holiday this didn't mean that things changed much for we business people.

That now has all changed, effectively business all but grinds to a halt the second week of July (about now) to the second week of September because of the summer holidays.

The same happens at Christmas, you can pretty much write off from the 20th December to the second week in January as people just aren't interested in doing the normal stuff, as holiday silly season has kicked in.

Most families only take a maximum of two weeks holiday in the summer, but the problem is that when you add all your staff's holiday entitlement together, it pretty much takes up the whole of August, the end of July and the beginning of September.

So why not use these periods to do something useful and really make the holiday silly season productive?

Make holiday silly season productive

These slow times are exactly the right time to get you marketing strategy and tactics into place. For instance if you need a new Mobile responsive website (if you don't have one get one now). This is the ideal time to do it as you have extra time.

If you want to get an app set up for your practice, again this is the time to do it. Even planning your Google, Facebook and SEO strategies this is now the time to do it.

Just remember when the silly season ends and everyone gets back to normal in September you won't have the time to devote to these activities.

Mobile Responsive website

Let's just have a think about why you should spend time now ensuring that your website is mobile responsive. I keep on going on about this, but 60% of all search is now done on a mobile device. Google have changed their search rules and if your website isn't mobile responsive you won't rank.

So you could be doing all sorts of great things to get your website up Google's rankings, but if it isn't mobile responsive you'll miss out on 60% of all search, which puts things into perspective doesn't it.

You also have to pray that your website is ranking for the 40% of desktop search which isn't a done deal either. It is reasonably likely that if your site was on the front page of Google a year ago, with the new changes it is highly likely it is now on page two or three if you're not mobile responsive. This means that you may as well not have a website at all.

So why don't you use this holiday silly season to check you website and if it isn't mobile responsive get it done, we can do this for you for around £250.00 + VAT. Equally this is a great time to get your mobile app up and running too, we create these for just £200.00 + VAT

For more information on how you can make the holiday silly season into the most productive time of the year, call me on 01767 626 398 or email me at or visit my Facebook page