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.

 

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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.

Improve your orthodontic office’s local ranking with Google My Business

Don’t take a NAP when it comes to your orthodontic practice on Google Business.

Every orthodontist needs to claim their practice’s business listing on Google. Hands down, that is the most important piece of advice you need to know. You can pretty much stop here if you haven’t done that already. Go ahead and create or claim your business. We will wait.

Done? OK. Great! Your Google My Business listing is vital to capturing local search traffic. Test it out yourself. If you type in “orthodontic office” into your mobile device you’ll probably see results for practices located in your immediate area. According to Google, claiming your listing and updating your info will help your business achieve a better local ranking and enhance your presence in Search and Maps. What better time to capture attention than at the very moment people need it most?

Even if you didn’t create a business listing for your orthodontic office (or offices) one still probably exists. Go and claim all your business locations so you can manage details found in the listings, especially the essentials: Name, Address, and Phone number – or NAP as it is called in Search Engine Optimization circles.

A few additional things to remember to do:

  • Verify your location – Helps your business appear in Maps and other Google products.
  • Keep your hours accurate – Include special hours for holidays and special events. This is essential for people to know when they can come by or contact your office without getting sent to voicemail.
    Add photos – A picture is worth a thousand words – especially on the web. Highlight your friendly staff, interior shots of your office, and patients smiling after they get their braces on or off.
  • Reviews – It is very important that you gather positive, starred reviews associated with your practice and interact with customers by responding to reviews they leave. (Click here for 5 things you need to know about online reviews.) Google says that “high-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location.”

Google’s local search results favor relevancy, completeness, and accuracy above all else. So make sure you enter all of your information.and keep it up-to-date!

Want to know more about how to supercharge your Google My Business listing and convert more patients? Get a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

READ McGill Advisory Article: Digital Marketing Strategies To Build Patient Trust

Effective digital marketing requires more than just a website and Facebook page. To build trust and increase new patient flow, you must also actively engage consumers online. Below we discuss how you can use digital media to convince potential patients that you’re the right practice for them.

Building trust with potential patients you’ve never met isn’t easy, but it can be done. Potential new patients are savvier than ever, researching practices on and offline before making a decision. Several factors contribute to their decision-making process including your website, online reviews, social media, positive comments, testimonials, a doctor’s referral, etc. All of these sources must convince them your practice is trustworthy and worth investing their time and money.

Where to Start: Building Your Online Reputation

Surveys show 90% of people read reviews before choosing a business. And most consumers read an average of 7 positive reviews before trusting that business—even with a strong star rating. Thus, your first priority should be garnering as many 5-star reviews as possible on Google and Facebook.

Since reviews of your practice carry so much weight, it’s vital to have some control over that information flow. One way to accomplish this is to capture authentic positive reviews in the office. A review capturing service will help boost positive reviews, and limit negative comments—“catching” them before the patient airs their grievances publicly. If a negative comment is posted on the web, you can defend it proactively by buffering it with positive feedback, making a single negative comment look like an outlier.

Next, add video testimonials from patients and/or referring doctors to your website. While written testimonials can be effective, video is much more powerful in building trust. Post these on your homepage and social media so they can be easily accessible with just one click.

Underscore Your Practice’s Unique Value

Authenticity translates into trust—a powerful motivator when making a purchase decision. So, always be authentic. Communicate your unique value to potential patients online with strong educational and interesting content.

Your content should educate them by answering their most frequently asked questions, show you’re an expert and clearly communicate your value over the competition. By using a blog and/or news section, you can organically attract patients to your website who are searching topics of interest. If they like what they read, they’ll follow you on social media and sign up for your email newsletter. Fun posts showing the personal side of your staff and patients, your community and charitable involvement, cool contests and informational content, all build confidence with potential new patients. So, when it’s time choose to a practice, you’re the one they’ll already know and trust!

Ensuring That If You Build It, They Will Come

Unfortunately, potential patients don’t always find you on their own and sometimes need a push. Facebook is arguably the most effective direct distribution channel for online content in the world. Their ads are highly targeted, allowing you to focus on a particular geographic area, age group, or interest category, so they reach the potential patients most likely to respond.

Carefully crafted original educational content is easily converted into ads that will move potential patients from Facebook or Instagram to your website with just one click. This strategy captures attention and creates awareness.

When writing online content, use a natural, friendly tone, as if you are speaking to the patient chairside. Also, make sure that photos and captions are posted by someone familiar with your practice culture to maintain authenticity. Otherwise, potential patients may unfollow you on social media if the posts don’t feel authentic.

Making Social Media Work for You

The primary benefit of social media is its social aspect—the sharing of information and content between your practice, patients, and potential new patients. Social media invites conversation. Everyone becomes part of the marketing process when engaging on Facebook and Instagram, thus exposing your practice to their entire network of online friends and family.

Social media is an integral part of digital marketing and building patient trust. Never let your online presence go stale. Rather, keep it fresh and authentic. Have a key staffer regularly update your website, Facebook and Instagram pages, and your Google Business listing. Remember, active engagement is key.

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 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

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.

Marketing Strategies for a Successful Orthodontic Practice

The right mix can create a marketing masterpiece for your orthodontic practice.

We speak with orthodontists all the time who bemoan the loss of their tried and true referral sources and feel like they are facing the abyss when thinking that the only way to survive is by slashing fees. This is simply not the case. People and Practice has proven that, with the right mix of marketing online, a practice can not only survive it can thrive. You do not have to give up on the high value of service you have been providing to your patients. Your reputation does not have to take a hit in order to bring in new clients. What you need to do is make sure you are communicating why you are worth paying more for and connecting that message to the right customers. That’s where People and Practice excels. We know how to put together a marketing plan that will produce more patient conversions.

Social media leads to patient starts

It’s not just “nice” to have a social media page it’s essential. Studies have found that in the orthodontic industry one of the biggest opportunities for growth has been through social media. It has become one of the most common marketing strategies among practices and reports have shown that social media had a positive effect on new patient starts.

In a survey conducted by the Journal of Clinical Orthodontics, 94% of respondents say that they have established a company page on Facebook to support their practice. Among the types of advertising orthodontic practice owners say that they have stopped using are Yellow page advertising, newspaper ads and direct mail – no surprise there. The question is, do you know how to replace these older forms of advertising with a more dynamic and interactive marketing channel like Facebook?

At People and Practice we work with each individual office and optimize a Facebook page to hit the right audience through interactive and shareable content. We support that effort with advertising that is targeted to reach a specific audience in your geographic region – people who are within driving distance of your practice.

Reviews are essential to converting customers

A potential patient won’t even think about calling your office unless they see positive reviews on Google, Facebook or other review sites and they want to see a lot of them. More than half of consumers that were surveyed said that a businesses rating was the most important factor in deciding where to go. The number of reviews was the second biggest factor in decision-making. Not only that, the number of consumers who want to see business responding to reviews is on the rise. And guess what? You cannot rest on your laurels because only 4% of consumers said that they pay any attention to reviews that had been submitted over a year ago.

People and Practice has a proprietary system to consistently capture positive, starred reviews and encourage patients to post them on Google Business and other social media websites. On the flip-side, we are able to head off negative reviews and address concerns before they are posted online.

Content is key to building trust

Trust is has always been an integral part of the transaction. That used to come from personal referrals and trusted centers of influence (dental offices) sending their patients your way. As the business of orthodontics changes we need to adapt to survive. Dentist are offering orthodontic services in-house, Dental Service Organizations are pounding potential clients by advertising low fees and quick turnaround, and mail order orthodontics – it’s a thing now. A practice has to cut through the clutter to communicate its value and build trust in a patient before they even walk in the door. The way to do that is by crafting educational content that positions you as an expert in the field of orthodontics and posts that show the value you and your staff bring to a patient’s experience in your office.

All good things deserve a boost

The greatest content in the world means nothing if no one sees it. Facebook and Google allow targeted advertising to show up in front of the specific audience you want to convert. We these powerful marketing tools to create and audience segment that is centered geographically in your office’s neighborhood and who are primed and ready to interact with the content we help create for you. Before they even walk in the door they have build up trust in your practice because we have served up useful, educational content the is relevant to them, giving them the tools to decide on their own if yours is the practice they want to bring their kids to.

If we build it they will click

People and Practice takes a multi-channel approach to marketing for orthodontic practices. Each strategy will work on its own but we believe that our marketing program is much more than the sum of its parts. By encouraging current patients to share posts about your practice on social media, making sure positive, starred reviews show up online about your office, crafting educational content, and making sure the right people are seeing that content when they need the information the most, we help you put more patients into chairs at your practice.

Want to learn more about putting the power of our marketing program in place for your orthodontist practice? Get a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Online Reviews: Five Things You Need to Know For Your Ortho Practice

Consumers say that they want to see ratings on review sites before they even think about going to a practice. A survey by BrightLocal.com showed that half need at least a 4-star rating before they choose a business and 73% said that positive reviews make them trust a business more. Reviews are a serious business.

Are you getting the maximum star rating on Google and Yelp? Are your reviews positive or negative? Do you even know? People and Practice is the expert on reputation management for orthodontist practices. We have put our SmartReview™ system in place at offices across the country to boost positive, 5-star reviews on Google and minimize negative ones.

Below we have outlined five things to know that will help with your online reputation. Want to learn more? Click here to contact us today!

Spot Fake Reviews

Are there fake reviews about your business online? Most consumers admit they can’t always tell a fake review from a real one. You need to be vigilant about monitoring your online reputation. Bad reviews and fake reviews have a negative impact on patient conversion from the web.

Encourage Positive Reviews

Happy patients aren’t clamoring to sing your praises on review sites like Google or on social media. That’s why we designed our SmartReview™ system to get you authentic positive reviews, fast. Most consumers report leaving a review when asked by a business for their feedback. Take advantage of that and increase your online cred.

Head Off Negative Comments

Capturing reviews at point of contact can help head off most negative reviews before they hit the net. Our system helps to avoid bad reviews being posted. You can address the patient’s concerns directly, offline.

Update Your Info

There’s nothing worse than an out-of-date phone number or email address on a review site. It’s your job to make sure this data doesn’t lapse. Regularly go to every website you can find where your contact information is listed to keep it up to date. Don’t only rely on your website. Most people say they look for contact info in places other than a business website including Facebook and Google Business listings.

Increase Number of Reviews

Last year the average number of reviews that people read before they trusted a business was six. This year it’s seven. It’s getting harder for a practice to gain trust online. With reviews on the right mix of websites you can get ahead of your competition. Speaking of that we have a bonus fact for you…

The Right Sites

According to the BrightLocal.com survey the top three most trusted review sites are Yelp, Google and Facebook. You need to make sure you put most of your attention on the big three.

Want to learn more about reputation management for your orthodontist practice? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

WATCH: AAO Webinar on Ortho Marketing

Why isn’t your digital marketing converting new patients? What’s missing from your plan that other practices are doing to get results? Watch our latest American Association of Orthodontists webinar to find out. 

With the growing prevalence of retail dentistry, solo practitioners and small group practices are at risk of becoming commoditized in the eyes of the patient. If the perception is that the standard of care and experience is the same everywhere why wouldn’t you choose the practice with the most flexible hours and lowest prices? To avoid being commoditized and forced to compete solely on convenience or affordability you must communicate why you’re worth paying a little extra for. That means differentiating your practice from low-fee and other local competition to attract more private-pay patients and patients who understand the value you provide. This webinar will demonstrate how to accomplish this by solidifying your online reputation, connecting with your current and prospective patients on the media they use, and educating your target audience using the most effective online marketing tools available today.

After this lecture you will be able to:

  1. Discuss how digital marketing can be used to introduce, educate and build trust with a practice’s target audience members
  2. Explain how all the digital and analog “touch points,” or ways a prospective new patient interacts with your practice work together
  3. Activate current patients to market for the practice, serving as ambassadors that refer the practice to friends

Click here to learn how to convert more patients with an effective digital marketing plan.

5 Ways Orthodontists Increase Patient Conversion With Social Media

We all know that social media is integral to practice marketing but part of the trick is getting patients to engage with our posts. If you want to make your Facebook page more exciting (and help convert more patients) then we suggest trying a few of these strategies:

Give a little of everything

Surprisingly, a lot of people aren’t just going to your website to find out about your practice, especially Millennials. Many say that they start researching a business on social media first. So as they say in show business, give ‘em what they want. Put all the pertinent information about your practice right on your Facebook page, including contact information. Make it easy for someone to go right from social media to their first appointment. Facebook offers plenty of fields to fill out on your profile so make sure you are using them all, including the option to add a free Call-To-Action button that encourages people to contact you.

Read more about how Millennials use social media to research your practice.

Surprise them

Do something a little different on your page. If you are posting a constant stream of photos then slip in a fun survey or a contest. Give them something they did not expect.

Just make sure to stay away from anything too tricky or contrived. Read our blog post on what not to do on Facebook.

Teach them

A great post has a good takeaway. Dig up an interesting orthodontist fact or even some history. Make a short list of true and little-known facts related to teeth or orthodontics. People love to share these lists with friends and family. While you are educating and entertaining potential patients you are also building trust before you even meet them for an initial consultation.

For more on building trust with online content, click here.

Video

Live video is becoming one of the best ways to increase engagement on social. The best social media marketers know how to maximize live video by directly engaging with viewers. Set specific times you will be going live with an announcement, some educational facts or just a fun feed from the office around the holidays. Then when you get viewers – whether it’s one or a hundred – start chatting with them right on video.

Read some of the things that will change with Facebook’s new algorithm and how live video fits in.

Encourage reviews

Almost a quarter of people surveyed said that they use online reviews as a first step when seeking out a medical provider. Good reviews actually don’t just happen on their own. You need to ask patients to post reviews for you if they feel your practice deserves it. Google and Yelp aren’t  the only places to get reviewed. Your social media page has a review section and it’s important to make sure you are managing that space as well. People & Practice has a SmartReview™ system that’s designed to capture authentic positive reviews at the point of contact in your office.

Read more about how online reviews help a practice succeed.

Want to learn more about how to use social media to convert more people into patients? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Facebook’s Recent Algorithm Update: Don’t Panic!

Facebook recently unveiled that it was going to change its news feed, a change designed to head off criticism directed at the powerful social media platform about polarizing media and interruptive business posts. Their strategy? Prioritizing content from friends and family over posts from companies to encourage “meaningful social interactions,” according to Facebook’s CEO and Founder Mark Zuckerberg. Translation: more photos of friends skiing and fewer articles about congressional investigations.

We think that’s just fine. If it enhances the patient and/or parent experience, it keeps them engaged on Facebook’s platform. That’s what we want, because it’s primarily where patients and parents choose to be social online!

All of that said, some subtle shifts to accommodate the changes can ensure that practices like yours are relatively unaffected by the algorithm adjustment.

Boost more posts

Prioritize boosted posts and advertisements in a marketing plan and post fewer without ad dollars backing them (a.k.a. organic posts). Facebook is telling agencies they won’t see any major changes for paid posts, although ad rates might increase in the long run. (Digiday). People & Practice strategy for its clients already includes posts that are nominally boosted or take the form of educational or promotional advertisements. Read more about boosted Facebook posts here.

Focus on engagement

Posts from practices that don’t get any meaningful engagement won’t appear as prominently in users’ news feeds compared to posts from friends/connections. But posts that people actually comment and share could be favored more highly. (CNBC)

People & Practice crafts posts for orthodontists that are designed to encourage engagement (comments, tags, shares with friends). Our social strategy involves reaching your friends-of-patients group via social media, often by patients sharing your posts on their network. This is an approach that will be rewarded by the new algorithm adjustment. Check out our five social media ideas for orthodontists here.

Go live with video

Shoot live video instead of pre-recorded. Zuckerberg also said his team has found that users interact more with live videos as opposed to produced ones (you can like and comment in real-time when live). The interpretation is that businesses should focus more on live of content going forward. People & Practice advises practices on ways to incorporate Facebook Live into posts, particularly for contest winner announcements and at events. Read our blog post on five social media marketing predictions for 2018 where we talk about how live video is going to be hot this year.

The more things change…

Always keep in mind that technology changes. Often. That’s why we don’t throw our tried and true strategies out the window as soon as social media giants introduce a change, but rather methodically and measuredly make tweaks that will ensure your practice remains visible to the people that matter most to you: patients and prospective new patients.

Want to learn more about how your practice can not only survive but thrive on Facebook, Google and other online media? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.