Who Are Nanoinflouencers & Why Your Practice Needs Them!

When you put a name to a trend it can suddenly go viral. Take the concept of the Nanoinfluencer, for example. A recent New York Times article talked about the latest marketing scheme that companies have become queued into. Incentivizing everyday people with high engagement on social media to help reach their network of friends and relatives, something we’ve been talking about for years.

What’s old is new again

On social media the concept of finding influencers to help peddle your wares has been around forever. This is where advertisers reach out to people with millions of followers and hire them to talk about their products. The idea is that if these trendsetters are identifying with your company on social, your brand will benefit from the boost. If it sounds familiar, that’s because it is. Celebrity endorsements have been around almost since the beginning of the modern ad age.

The problem is that social media Influencers – like celebrities – are expensive and selective in who they will endorse. So marketers tried to find people who were a little lower on the social media ladder, people with thousands, not millions of followers. They were called Microinfluencers. This worked for a while. Now, marketers want to make use of people who are popular in their networks but without the huge reach of other influencers – people who may only have hundreds of followers but who have high engagement within their little corner of the social media universe.

Sound familiar?

If you’ve read our blog, heard us speak, or read one of our bylined articles in the top orthodontic industry magazines, then you know that one of the pillars of a good digital marketing program is to engage with people who are the neighbors and friends of your current patients so they can become aware of your services. That’s right, people on Facebook who have a few hundred friends have always been our clients’ target influencers on social media. So you can say that we have been in the practice of finding and connecting with Nanoinfluencers for our clients’ practices from day one.

Nanoinfluencer marketing is not rocket science, it’s common sense.

In study after study, people have already expressed that they trust their peers as much or more than an expert. So if you can get a patient to become a brand champion of your practice or sharing the content that you put out there then you’re marketing program is making good use of the Nanoinfluencers in your community. Remember, more and more people are going to social media first when researching where to take their business. You need to make sure you engage with your community’s Nanoinfluencers to reach more people and convert more patients.

If you want to know more about how to supercharge your marketing and increase patient starts for your practice, contact People & Practice today for a free marketing analysis, at 888.866.DOCS, or by email at hello@pplpractice.com.

Photo by Suzy Hazelwood from Pexels

Happy New Year!

We are smack dab in the middle of the holidays.

You probably have a hundred things to think about and, hopefully, a hundred reasons to be joyous. Here at People & Practice we’re celebrating as well. Over the past few years we have had the pleasure of helping hundreds of practices become more digital savvy, bring in more leads and convert those leads into patients. You could say that, because of you, we also have hundreds of reasons to be happy.

But this is only the beginning.

We look forward to 2019 with excitement. We’re already booked to speak at multiple conferences across the country, have articles being published in major orthodontic media outlets at the beginning of the year, and are planning some very exciting and informative new content to roll out to our clients and connections.

We want you to be a part of that!

No matter what stage your practice is at right now – just starting out, partnering with a doctor in an established office, or a staple in the community but in need of help communicating the value you bring in this digital age of communication – People & Practice can help.

We encourage you to visit our website and read some of the free marketing tips we share every month. If you are interested in finding out more about what we do, please contact us for a free marketing consultation.

This holiday season People & Practice believes it has hundreds of reasons to celebrate. We hope in the coming months you will join us and experience some of the success we continue to bring to practices across the country.

Best wishes from our family to yours for a healthy holiday and a Happy New Year.

Download AAO Webinar: A Low Fee Model is Not Your Only Option

Download the slides from our recent AAO webinar, “A Low Fee Model is Not Your Only Option.” In this webinar, People & Practice’s co-founder and CEO, Dr. Leon Klempner spoke about how to grow a high quality orthodontic practice using digital marketing.

CLICK HERE to download the presentation now.

With downward pressure on fees, many orthodontists are changing their business model to stay competitive. But lowering fees to increase volume is not your only option. Rather, adjust to this new business environment by communicating your expertise and the high quality services you provide while focusing on acquiring new patients who are willing to pay for it.

Check back here soon for a link to listen to an audio recording of the session when it becomes available.

Schedule a free marketing analysis with Dr. Klempner to talk about how we can apply the principles from this webinar to help your practice grow. Contact People & Practice today at 888.866.DOCS, or by email at leon@pplpractice.com.


Photo by fotografierende from Pexels

Video Killed The Radio Star… Or Did It?

MTV famously launched, almost 40 years ago, tongue firmly in cheek by choosing “Video Killed the Radio Star” by The Buggles for their first video. As it turned out, MTV did not kill radio but it did significantly disrupt the music industry. It put rock stars into people’s living rooms like never before. Twenty-four hours a day, seven days a week you could see and hear your favorite music on cable television. This creative disruption changed the way musicians marketed themselves and sales of popular MTV bands skyrocketed. With the snap of a finger, one medium took over another. Artists were forced to adapt to the new channel or they died out. Everyone wanted their MTV!

Sound familiar?

The last few years have seen a variety of businesses disrupted by new technology. Retail stores, music publishers, taxis, hotels. You can add Orthodontists to the list as well. The story is now well-told : independent practices are seeing clients chose alternatives like mail-order aligners over traditional orthodontics. There is no doubt this is a game-changer in the industry. And it’s not going away anytime soon.

On the flip side, YOU can be a rockstar too!

Some orthodontic practices think the only way to put patients back into chairs is to cut fees and reduce margins. Not true. A low-fee model is NOT your only way to compete. Like rock musicians in the Eighties, you will have to adapt. Let’s face it, haven’t you always wanted to be a rock star? Well, here’s your chance!

On Wednesday, December 12th People & Practice will be presenting a webinar with the AAO titled “A Low Fee Model is Not Your Only Option.” Learn to adjust to this new business environment by communicating your expertise and the high quality services you provide while focusing on acquiring new patients who are willing to pay for it. We encourage you to sign up today for this webinar and be a rock star!

Register now!

Let’s Talk Turkey About Your Practice!

Do you have a mature practice but find that all your former referral sources are dying off, literally and figuratively? You have the latest equipment like a CBCT X-ray, iTero display, and you offer Invisalign but people still aren’t beating down your door for consultations. Other than that, things are great!

“How can I bring more patients in the door and grow my practice?” I get this question all the time from my clients.

What you’re missing is a solid digital marketing plan to communicate your value, experience and technologically advanced treatment. I understand. You don’t have the time, energy or expertise to do the job. Here’s the good news: I do.

I built my practice by employing all of the marketing techniques I now offer to my clients at People & Practice. I was able to retire and sell a successful practice because I adapted to the new way of thinking in running an orthodontic business.

I can help you do the same thing.

Get in touch with me for a free marketing consultation. It will only take a few minutes of your time and you might walk away with some pointers you can enact right now with your existing staff and resources.

Not quite ready? No worries. Click here and read our free marketing pro tips for orthodontists. And remember to sign up for our newsletter.

Let’s talk soon!

Dr. Leon Klempner
Co-Founder & CEO
People & Practice, LLC

The McGill Advisory: How To Increase Your Reach On Social Media To Convert More New Patients

The McGill Advisory recently published our article in their monthly newsletter about how to use social media to increase your practice’s reach and convert more patients. You can read the full article below or log into your McGill account and read it on their website here.

One of the biggest growth opportunities for your practice is through active social media pages that engage current and potential patients with content that is current, creative, and shareable. Social media is proven to have a positive, measurable effect on new patient conversions. Researchers have found that people spend up to an hour every day on Facebook (an average of 53 minutes on Instagram) — influencing everything from how they vote to what local businesses they support.

To boost your exposure on social media and to reach more of the people you want to convert into new patients, you must implement strategies that will encourage current patients, as well as visitors, to share your content with their own network of friends and family who might be looking to join your practice. The big question is how do you get them to engage? Below, Dr. Leon Klempner and Amy Epstein, MBA*, founders of People & Practice, LLC outline a few simple strategies you can employ right now to increase your reach on social to convert more new patients.

Encourage Selfies

People love to post selfies. Almost every experience or milestone today is captured with a selfie to mark the occasion. Your practice should be encouraging selfies so patients can show off their beautiful smiles inside your office. Encourage patients to tag your practice when taking photos and make sure there are key locations around your office that strategically encourage selfie-taking, especially on big days like when braces go on or come off. When possible, an excellent location choice is one that shows your practice name or logo in the background. This way, the friends and family of the selfie-taker will see their improved smiles and know exactly where they got them. A picture on social media can be worth a thousand likes!

Create Shareable Content

Your social media content doesn’t have to be boring, nor should it be. Instead, make it fun. Use original content when possible, and spice up your posts with humor, history, or interesting educational or trivia items that patients will want to share with their friends and family. Always add an image to every post and keep them short and to the point. People tend to skim online when reading, so we recommend no more than 500 words per post—or, break up your posts into lists or small sections. The idea is to make everything bite sized so people can get to the point fast, “like” it, then share it on their own social media pages.

Provide a Call-to-Action

McGill Advisory Articles | Marketing: Internet/Website | November 2018

Patients should be directed to share after viewing your online content. Include a specific call to action at the end encouraging them to share. Use a service like ShareThis or AddThis on your Facebook, Instagram, and website posts. When you post on social media, always ask for likes and shares!

Engage with Active Patients

After you‘ve taken the steps above, you should start seeing patients come back more often to see what’s new. Make sure you engage with your most active users and tag them in posts. Empower a staff member to be your social media coordinator. Have them monitor your accounts for activity so when anyone comments on your page they can respond in a timely manner.

When a patient takes the time to tag your practice in a post (like a selfie), make sure you share it on your page, comment on it, and thank them. Social media is a two-way street. To be successful with social, you need to do much more than just post an occasional announcement. For the best results—make it interactive and make it fun!

* Dr. Leon Klempner and Amy Epstein, MBA are founders of People & Practice, LLC, a digital marketing firm exclusively for the dental profession. For more information and a free marketing analysis, contact them at 888.866.DOCS or email hello@pplpractice.com.

The McGill Advisory is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal or accounting advice or other expert assistance is required, the services of a competent professional should be sought.

Copyright © 2018 John K. McGill & Company, Inc. All Rights Reserved.

The above article was reprinted with permission from The McGill Advisory, a monthly newsletter with online resources devoted to tax, financial planning, investments, and practice management matters exclusively for dentists and specialists, published by John K. McGill & Company, Inc. (a member of The McGill & Hill Group, LLC). Visit www.mcgillhillgroup.com/newsletter or call 888.249.7537 for further information.

John K. McGill Publisher-The McGill Advisory

Closing the Gap: Adapt Your Practice to the New On-Demand Business Model

The Progressive Orthodontist magazine featured our article about evolving your practice to meet the expectations of today’s consumers. We talk about the gap that has grown between the orthodontist and the patient and how to close it.

Click here to read the article (PDF) in the current issue of The Progressive Orthodontist.

If you want to know more about how to supercharge your marketing and convert more patients, contact People & Practice today for a free marketing analysis, at 888.866.DOCS, or by email at hello@pplpractice.com.

Don’t be Afraid to Try Something New at Your Practice!

The future is only scary if you’re not prepared for it.

When I was running my orthodontic practice (not so long ago!), I made sure I was prepared for the future by learning the latest and greatest in technology. Not only the scanners and materials that helped me create thousands of beautiful smiles (it’s almost Halloween so I guess I should I say Boo-tiful smiles), but also the technology that helped me promote my practice in an ever-changing world. I learned to embrace the internet, social media and online review systems.

I didn’t wait for things to pass me by. I tried to stay ahead of it all.

Sure, sometimes I was confused or scared by new tech. Instead of ignoring it and hoping it would go away, I learned more about it. I used these new marketing channels to my advantage.

At People & Practice, I now use everything I learned about digital marketing to help other orthodontists not only survive, but thrive, by helping them connect to the right patients. And, my team and I continue to stay on top of the latest trends to make sure nothing passes our clients by.

You can do this too.

Check out all the free marketing tips we share on our blog to get a feel for what we can do for your practice. If interested, contact me for a free marketing consultation and let me help you reverse the downward or static trend!

Dr. Leon Klempner
Co-Founder & CEO
People & Practice, LLC

5 Ways to Increase Patient Starts at Your Orthodontic Practice

Want to have more potential patients convert into paying customers on day one? We analyzed the stats of hundreds of client practices across the country and assembled five proven strategies to increase patient starts.

Talk turkey on the first visit

Many orthodontists were taught that they don’t speak to patients about finances on the first visit. Those days are over. People have less time (and patience). They want all the facts so they can make decisions quickly. On more involved cases it will still be necessary to take more time before planning out treatment and costs but for the routine case it’s more advantageous to do it all in one visit. Patients will appreciate the convenience and speed in which you work.

Lower you initial fee

Some orthodontists are still charging and initial fee of upwards of $1,800. This doesn’t fly anymore. Patients are stretched thin. You have to lower the barrier to entry, We found the sweet spot is from $500 to $1,000 down payment to help patients commit to treatment.

Make monthly payments affordable

Historically, patient delinquency rates in the orthodontic industry are low, around 3%. This means you can stretch the monthly payment beyond the planned treatment time by about 6 months to make their monthly payments more affordable, which should be around $200 per month.

Accept insurance payments directly

An easy way to make braces more affordable for patients is to find out their insurance benefits before the initial consultation and then accept payment directly from the insurance company as a partial payment. Asking families to deal with insurance reimbursements for treatment runs counter to how most doctor’s offices run their business today. This will go a long way to making the decision easier for patients to start treatment at your practice.

Lighten up

Make you office a fun place to be. Offer extras for parents and younger siblings while they wait like a fun zone and free coffee – for the parents not the young siblings! 🙂 Everything from the decor to the staff you hire should project a fun, lighthearted atmosphere to patients. Remember, when hiring employees, you can teach skills but you certainly can’t teach personality. Make sure anyone you hire gets your office culture.

If you want to know more about how to supercharge your marketing and increase patient starts for your practice, contact People & Practice today for a free marketing analysis, at 888.866.DOCS, or by email at hello@pplpractice.com.

AAO Webinar: A Low Fee Model is Not Your Only Option

Earn CE credit in this free webinar on how to grow a high quality orthodontic practice using digital marketing hosted by People & Practice’s co-founder and CEO, Dr. Leon Klempner.

A Low Fee Model is Not Your Only Option

Date: December 12, 2018

Time: 07:30PM – 08:45PM

Click here to register

With downward pressure on fees, many orthodontists are changing their business model to stay competitive. But lowering fees to increase volume is not your only option. Rather, adjust to this new business environment by communicating your expertise and the high quality services you provide while focusing on acquiring new patients who are willing to pay for it.

This webinar will highlight:

  1. Attracting the right new patients with differentiating, educational content
  2. Activating current patients to advocate for your practice online: to their friends and on review sites
  3. Nurturing relationships among interested new patients to speed up the time to start

Length of Session: Each session consisting of lecture and audience questions will last 75 minutes.

Cost: No charge, but advance registration is required.

Continuing Education: Each participant who completes the Webinar will earn 1.25 CE credit.

To register for this webinar: click here.