Explainer Video explained

Posted on by Neil Sanderson

GDPR For Dentists - Marketing Your Practice

GDPR for dentistsThere has been a lot of panic over the last few weeks about GDPR for dentists. You will no doubt have been bombarded with emails asking you to "opt in" again in order for them to continue to communicate with you.

At Dental Marketing Expert, we have also been inundated with requests for information about the new GDPR regulations and how it affects you and your business.

I have done a great deal of research on the subject over the last few months and whilst GDPR is the biggest shake up of how data is managed, it is not anywhere as draconian as everyone seems to think.

GDPR for dentists and indeed the general public  is bringing some common sense to the area of privacy and how data held about you is managed. This is not before time and should be welcomed by the vast majority of companies that hold data on you.

In this blog I'm not going to cover how your store your patients data in this article as (a) I am not an expert and (b) your practice management system supplier should be helping you with this.

We will instead concentrating on the marketing side of things and what it means for you when you communicate with your patients and prospective patients.

Legitimate Interest

There are two areas of GDPR for dentists regarding communicating with customers/patients and prospective customers/patients, they are "consent" and "legitimate interest".

All the emails you have been receiving of late asking you to "opt-in" are about consent. If you ask someone to "opt-in" again and they don't you effectively can't contact them again.

The problem with this approach is that a large number of the emails you send people will never arrive. A large amount will go directly into their spam folder. Most of it will be ignored and by and large the only people who will reply to you will be those who don't want to hear from you again.

Taking this route is effectively commercial suicide and should be avoided.

"Legitimate Interest" is as it sounds. For instance if you have a list of patients it is reasonable for you to continue to communicate with them because they are your patients. Legitimate Interest is not only aimed at the recipient of the information but also the organisation sending the information out.

Equally if you have a contact form on your website that prospective patients fill in to contact you, it is in both yours and their legitimate interest for you to contact them.

So in conclusion regarding GDPR for dentists. Do you need to contact all your patients and prospective patients and ask for their permission to contact them? The answer is no. So long as the information you send people is proportionate, reasonable and is in both yours and their legitimate interest.

Here are some links you can follow for more information.

DMA – The Legal Basis for Legitimate Interests

https://dma.org.uk/article/dma-insight-the-legal-base-for-legitimate-interests

DMA – The Legal Basis for Consent

https://dma.org.uk/article/dma-insight-the-legal-base-for-consent

ICO Guidance on consent

https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/lawful-basis-for-processing/consent/

ICO Guidance on legitimate interest

https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/lawful-basis-for-processing/legitimate-interests/

If you would like more information about GDPR and how it affects you as a dentist. Or information on building your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk.

 

 

Posted on by Neil Sanderson

Marketing For Dentists

marketing for dentistsMarketing for dentists seems to be something of an issue with most of the practices I meet. Most dentists still see marketing for dentists as a cost not an investment.

Take a recent meeting I had with an implant dentist in North London. He told me that he wanted to increase the number of dental implants he was doing. I asked how many he currently did he told me on average two per month.

Since I was trying to ascertain how marketing for dentists would work at his practice. I asked him what the profit margin on a dental implant was, he told me approximately £1,500 per implant.

We then looked at the best format of marketing for dentists that would work for him and I recommended Google Adwords. I suggested a spend of approximately £500.00 per month, which in my experience would bring him around 4-5 implants per month.

Profit on implants

So you do the maths. 4-5 implants at a profit of £1,500 per implant gives you £6,000 per month or £72,000 per year. You would think that this is a no brainer. But no he is still "thinking about it".

We only have to get him one implant per month to make this worthwhile and he is still procrastinating about spending £500 per month. This is because he still can't get his head around the fact that marketing for dentists is an investment not a cost.

I can't think of a single other investment he could make that would deliver him a return like this, but he is focussing on this £500 per month. It is ludicrous.

It's the same with search engine optimisation. If your website is not on page one of Google you may as well be on page 1,000. Or not even bother with a website. But the thought of spending £200 per month to get your site onto page one of Google for ten key words is to much for most dentists.

So all you have to do is be a little brave and grasp the marketing for dentists challenge and I guarantee you will out sell your rivals and usually get a 1,000% return on investment.

If you would like to know how you can generate a 1,000% return on investment. Call me today on 01767 626 398. Visit my website at www.dentalmarketingexpert.co.uk. Email me at sales@dentalmarketingexpert.co.uk. Visit my Facebook or Twitter pages.

Posted on by Neil Sanderson

How To Use Google Adwords For Dentists

Google Adwords for dentistsI was recently called by a prospective customer who asked me to cast an eye over his Google Adwords account. Can you imaging the shock I felt when I saw that over three years he had paid Google £46,000! So is Google Adwords For Dentists a good thing?

Yes I would always recommend Google Adwords for dentists as without doubt it is the best way to advertise your services bar none. But beware you can also waste thousands of pounds just as this person had.

With the possible exception of the Yellow Pages (remember that), Google Adwords is the only advertising system whereby people come looking for you rather than you look for them.

With all other advertising you are interrupting them, whether it be press, TV, radio, Facebook, posters the list goes on.

Google Adwords for dentists or any other organisation is different. Your advert is only shown when someone enters one of your key words e.g. dentist in your town or area.

That's the power of Google Adwords for dentists however if you get it wrong (which this person had) you can quite literally throw money down the drain.

Remember The Mobile Effect

60-70% of all visitors to your website will arrive on a mobile phone. If your site isn't mobile ready its a wasted journey. This was the case for him. Thousands and thousands of people had clicked on his advert, came to his site. Only to leave again without doing anything because his site wasn't mobile ready.

Search and Display advertising

He had also mixed his search advertising (this is where people search for something and your paid for listing pops up). With display advertising (this is where your ad appears on other websites e.g. eBay or The Daily Mail).

This meant he had no idea whether his ads were working, which key words were right or wrong and he just spent thousands of wasted pounds on nothing.

So how should you use Google Adwords for dentists? Firstly don't do it yourself, get an expert to do it. This will save you potentially thousands of pounds and he/she will get you a return on investment.

If you must do it you need to test, test and test again. See what works and if it does do more of it. If it doesn't change it until you see an improvement.

Ensure that you are diligent when checking both your key words and your negative key words (negative key words are phrases and words you don't want people to search for you with).

Always have competing adverts for the same service, so you can see what is working best and keep changing them, slowly improving your click through rate.

Have separate display and search campaigns. Again you need to be able to see what is happening and what works and what doesn't.

If you really are serious about using Google Adwords for dentists call me and I will give you impartial advice. Or I can run your campaign for you for a small monthly fee.

So why don't you give me a ring on 01767 626 398. Or email me at sales@dentalmarketingexpert.co.uk. You can visit our Facebook and Twitter pages. Or visit our website at dentalmarketingexpert.co.uk

Posted on by Neil Sanderson

Getting Referrals To Work For You

referralsBefore I get onto referrals I'd just like to tell you a little about one of my best clients who I had a meeting with last week. She isn't one of my best clients because she spends more cash with me than most. No it's because she's totally switched on to marketing her practice and making it work.

She has been with me for just over a year and has just completed a new surgery, has taken on a new hygienist, a new associate and is just starting a new podiatry service all in the last 12 months.

Her website is specifically designed to attract new patients and get them to take action. We are running her Google Adwords campaign. Her Facebook and Twitter accounts and her Facebook advertising as well as her search engine optimisation and yes it all works.

But what I want to talk about is her referrals strategy. Yes she has a strategy in place for this too and so should you.

Every patient knows about her referrals strategy. They know that if they refer a friend, colleague, relative etc. to her they will receive a voucher worth £25.00.

She has one patient who is saving up the vouchers to have her teeth whitened. Whitening is £300 and she has £250 worth of vouchers already!

This means that this single patient has referred ten of her connections already and when she has two more, she'll use the services of the practice even more. Its a complete win/win scenario for the patient and the practice.

It doesn't really matter what rewards you give your patients for referrals, but it is vitally important that you let them know about it.

How To Make Referrals Work

  • Ask everyone if they know anyone who is looking for a great dentist and would they recommend them to you
  • Advertise your rewards in the practice
  • Talk about your referrals rewards on social media
  • Email the rewards information out to all your patients
  • When you send out a reminder text or letter, mention the referrals rewards
  • Put your referrals rewards information on all communications you have with your patients

We provide many of our customers with a mobile app which has referrals built in to it and manages the whole process for you. But it's not about the technology it's about making sure that all your patients know that you want them to refer people to you. A referred patient is without doubt the best patient you can have. They are normally more loyal than other patients and tend to spend more money with you. So get your referrals strategy in place and start benefiting from it now.

If you want help getting new patients into your practice. Call me on 01767 626 398. Eemail me at sales@dentalmarketingexpert.co.uk or visit our website at www.dentalmarketingexpert.co.uk. See our Facebook and Twitter pages too

Posted on by Neil Sanderson

Why You Should Have Seasonal Promotions

 

Seasonal promotionsHaving a seasonal promotions is what we would call a bit of a no-brainer really when you think of it isn't it? Every year we know that the various religious festivals etc. are coming and they make a huge difference to people's buying habits.

This is the ideal time to get your seasonal promotions out and they can be aimed at any group or season. Some businesses do 90% of their annual turnover in the two months running up to Christmas. Most retail outlets do a third of their annual business in the four weeks before Christmas.

On a lesser scale the same can be said for Easter, Valentines, and any or all of the other faith seasons. Because you are a dentist doesn't mean you can't benefit from season promotions too.

Whitening

Whitening is a great gift for people to either have themselves or give to their loved ones. Christmas and Valentines are great times for this seasonal promotion. You can have a slogan that says something like "Guarantee A White Christmas This Year With Our Teeth Whitening Offer".

The reason that seasonal promotions are so successful is that they are topical. You know exactly when they are going to happen every year.

January Sales & Black Friday

The January sales are also a great time to have seasonal promotions. You should already be planning what you are going to offer this January in your practice.

The great thing about January sales is that you can make offers on just about everything you provide because people expect a deal in January.

Of course the new kid on the block (in the UK) are the Black Friday deals. These are offered for the last Friday in November, but most retailers carry this on for another week or so.

So why don't you have an irresistible seasonal promotion for Black Friday too, then have something similar in January.

The thing you have to do is to ensure that people know about it. You need a landing page on your website, you need to publish details on your social media pages.

Promoting your offers

Get your Google Adwords and Facebook advertising cranked up ready to start before these seasonal events. You will be amazed how much additional business you can generate by having a seasonal promotion in place and ready for these annual events.

Don't think that because you are a dentist this is vulgar or beneath you. The public are always looking for a deal and will welcome any of these type of seasonal promotions with open arms.

It's not even the particular offer you make, it's all about making sure that people know about them and publicising them accordingly. If no one knows about your offer it's pretty useless.

If you would like to know more about how Dental Marketing Expert can help you grow your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit our website at www.dentalmarketingexpert.co.uk. Visit our Facebook and Twitter pages.

Posted on by Neil Sanderson

How Procrastination Damages Your Business

ProcrastinationI was asked to speak to a group of dental sales people the other day. I asked them what was the biggest obstacle they faced when dealing with the dental profession and to a man/woman they all agreed it was procrastination.

We all know that we struggle to make up our mind when it comes to making purchasing decisions either at home or for the practice. But I want to discuss how procrastination hurts when it comes to marketing.

Let give you an example. I have a client who we have just built a new website for. He is very happy with the website except for the Google map which is on it and Google have put his practice around 30 yards from where it should be.

Now let me explain, this practice is not on a busy high street it is in sleepy suburbia with no other dental practices around it. But he can't give us the go ahead until Google get it absolutely correct (which they may never do).

The reason this procrastination is hurting his practice is that his existing website is dreadful. It isn't mobile friendly, has out of date information on it. Hasn't had an update for years, but he won't give the go ahead on a brand new website because Google have got his map position slightly wrong.

Example Two

Let me quote you another example. I was working with an orthodontic practice last year. Our target market was other dental practices as they only take referrals. We decided on a postcard and email campaign. It took the two partners, nearly ten weeks of procrastination to agree on the artwork for the postcard.

In six month we managed to get out around four email's all because they couldn't agree on the wording. They wouldn't send anything out until everything was perfect. They then couldn't work out why the campaign wasn't a success, the answer is procrastination.

Good is good enough

I'm not saying for a minute that you should send out any old rubbish. What I am saying is "it doesn't have to be perfect". It's far better to get something out that is good rather than procrastinate for weeks or in some cases months trying to strive for perfection.

A good offer is a good offer irrelevant of what the artwork is like. People don't buy because of design, they buy because the offer is irresistible to them.

If you don't publish your offers or advertise what you can do for people how on earth do you expect them to buy anything from you.

Not publishing is probably the biggest reason why most dental practices are short of patients. In my experience most dental practices would rather complain about not having enough patients (and cash in the bank), than try and generate more by advertising or creating a new website or getting themselves on Google Adwords or sending to a leaflet drop etc. etc.

Procrastination will hurt your business, it may even end up destroying it.

If you need help marketing your practice call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

Online Video To Generate More Patients

 

online videoSo why does online video generate more patients? Quite simply it is about engagement.

You need to be acutely aware that the majority of your website visitors will now come to you via a mobile phone NOT A DESKTOP DEVICE. The average split is now 60% mobile and 40% for all the rest including tablets and desktop.

Mobile visitors are much more fickle and likely to leave your site simply because they are probably doing something else too e.g. watching TV, eating, on a bus etc. etc. You have to get their attention immediately when they arrive at your site and online video does this better than just about anything else.

Online video statistics

Here are some interesting statistics you should think about when you are building or re-building your website.

  1. Only 20% of visitors read the text on your website, whereas 80% will watch your video
  2. The retention rate (keeping them on your site) is 65% for online video, compared to only 10% for text.
  3. Visitors who watch your online video stay for two minutes longer than average and are 64% more likely to take action e.g. book an appointment.
  4. Google will increase your rankings if you have relevant video on your site.
  5. 73% of visitors to web sites say that online video explains what is on offer better than anything else.

Online video just makes sense in the new mobile world. When you land on a website via your mobile phone you want to see something immediately. That doesn't mean you want to see a sliding graphic going across the screen which seems to be the norm for most dental practice websites.

There are two things that grab and hold your attention on a site when you visit via your phone (a) the headline and (b) the video which should be just below it. I'll cover headlines in a couple of weeks.

What's the best type of online video?

So what video should you put on your dental practice website. Well the video you shouldn't have are the promotional one's you get from your suppliers. You need to tell people exactly what you can do for them and how you can help them.

People are not interested you or your suppliers. They are interested in what's in it for them and you must put this thought to the fore when you create your online video and website.

I have found that the best video is animated explainer online video or scribble video. Go to my website via this link www.dentalmarketingexpert.co.uk and see what one looks like.

The reason they work so well is that they immediately grab and then keep your attention. People are waiting to see what comes next. But best of all they work just as well without sound as they do with. This is crucial when people are viewing on a mobile as it's highly likely they won't have the sound enabled.

So if you don't have online video on your website now, ensure that you get one for each treatment you offer and one for your home page. We provide this service, so give me a call.

For more information on online video call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or see our Facebook or Twitter pages.

Posted on by Neil Sanderson

Get The Most From Your Advertising Spend

allocate your advertising spend

One of the most confusing things when it comes to marketing your dental practice is "how should I prioritise my advertising spend?"

There are quite literally dozens of ways to spend you money on marketing. Most forms of advertising will yield results, but try to think about what what will produce the best return on investment for you hard earned cash.

I have listed below some of the more popular ways to allocate your advertising spend. You will need to choose which media you go for.

Common Advertising Media

  • Television
  • Cinema
  • On the side of public transport
  • Radio
  • Press advertising
  • Direct mail
  • Leaflet drops
  • Google Adwords
  • Facebook advertising
  • Social media presence
  • In practice marketing
  • Email

I've no doubt I've missed something and am sure you can all think of something else, but these are the most popular forms of advertising media.

From the list above most dental practices simply can't afford TV advertising so let's dispense with that one straight away, which leaves eleven other ways to place your advertising spend.

Here is my recommendation for your advertising spend

  1. Email advertising, If you have a list of email addresses, this is without doubt the most effective way to get your message across. Firstly it's almost free, it consistently delivers the best value for your advertising spend. Email is a brilliant way to increase spend from your existing patients. If you're not collecting email addresses start now.
  2. Google Advertising can't be bettered as a means of growing your patient numbers. This is because only people who enter your key words see your ads. You only pay for the ad when they click on it and come to your website. It is without doubt the most cost effective advertising spend for new patients you can deploy.
  3. Direct Mail will get you a far higher open rate than email however there is a cost, whilst email is effectively free, direct mail will cost you printing, paper/card and postage, but it is still highly effective because where email may only get you a 20% open rate, direct mail will get you a 90% open rate.
  4. Facebook advertising has become one of the best places to put your advertising spend.  By using Facebook you'll receive highly targeted advertising, which can be very effective. You can specify geographic area, age, gender, hobbies, relationship status etc. etc. It is also incredibly cheap too, sometimes as low as a couple of pence per click.
  5. In practice marketing will not generate many new patients but it can be an incredibly effective advertising spend. Many of your patients will not know about the different types of cosmetic treatments you offer, simply putting a video on the TV in your waiting room can increase sales by ten fold.
  6. Leaflet drops can be very effective, a leaflet drop can cost as little as £60.00 per 1000 items, giving you a  a very cost effective way of getting your message across.
  7. Social Media presence seldom directly creates new patients but it engages with your existing patients. It can be one of the best ways to get referrals.
  8. Radio can be very effective, but the cost can be extortionate and is normally just too expensive for a dental practice to think about for your advertising spend.
  9. Press advertising still has it's place but if you are really scrutinising your advertising spend I would stay clear of this media.
  10. Cinema advertising can be effective, but also can be very expensive.
  11. Public Transport again if you are really scrutinising your advertising spend. My advice would be to go with the top items on this list rather than this.

I strongly recommend you follow the list to maximise your advertising spend.

If you would like to know more about how I can help you get the most from your advertising spend. Call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages.

Posted on by Neil Sanderson

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.

Posted on by Neil Sanderson

What is an Explainer Video

scribble videoJust what is it about an explainer video that attracts people's attention when they come to your page and keeps them there?

I think that most of you are aware that you simply have to have video on your website in order for it to be successful. Without it your site, or the pages on your site are just like everyone else which is not good.

Some dental practices put video of themselves speaking to the camera. Better still some have their patients speaking to the camera. Some have a camera roam around the practice.

These video's are excellent and if the person who is visiting the practice has sound on their computer. I would always recommend this type of video if you have nothing else.

The mobile phone issue

The big problem is that 60% of the people visiting your website will do so on a mobile phone. As you've probably noticed, most people don't have headphones on whilst looking at their phone. This means they almost certainly can't hear what is being said.

For those 15-20% of visitors who will come from a tablet, some will have the sound turned on others won't it really depends on where they are looking at your website.

It's highly likely that the remaining 20-25% of visitors who visit from a desktop or laptop computer almost certainly are at work. They will almost certainly have the sound turned off or even don't have sound at all.

So this is the problem with a video where you or your patients are speaking and this is also why an explainer video is perfect.

See below an example of an explainer or scribble video, this is one that we have produced and we can produce them for you if required.

explainer video

Click Image Above To Watch Video

 

An explainer video grabs the viewers attention whether or not they have sound. It gets your message across succinctly and simply, by using graphics and text.

What does and explainer video look like?

The video looks like someone is hand writing and drawing on a white board or sometimes a blackboard. This is the magic of an explainer video, the viewer is never quite sure what is going to come up next so continues to watch.

In recent studies, 80% of people who start to watch an explainer video will watch the whole video. This is quite astounding when you think that most will do this via a mobile phone.

If you visit my site www.dentalmarketingexpert.co.uk. You will see that I have an explainer video on every page of the site. I do actually practice what I preach.

The optimism time for an explainer video is between 30 seconds and a minute. Remember you must put your contact details at the end of the video so that your visitor can take the next step to becoming a patient.

For more information on how an explainer video can help your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. Or visit our Facebook page or our Twitter page.