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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.

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.

AAO Lecture: Future-proof Your Digital Marketing

Join People & Practice’s co-founders, Dr. Leon Klempner and Amy Epstein, MBA, at the 2018 AAO Annual Session in Washington DC for one of two lectures on what works and what doesn’t in digital marketing in the age of technology.

Saturday, May 5, 2018
3:40 PM – 4:40 PM
Orthodontic Staff Program
Room 145 – Street Level

Sunday, May 6, 2018
8:00 AM – 9:00 AM
Orthodontic Staff Program
Room 145 – Street Level

About the sessions

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 build trust with potential new patients before they step through your door. That means activating online so that you show up in a positive light when a new patient searches for you, and proactively reaching out to those people who you know would make the best new patients.

This lecture 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. Introduce, educate and build trust with your target audience members through patient education
  2. Ensure all of your digital and analog “touch points,” or ways a prospective new patient interacts with your practice, are managed
  3. Activate current patients to market for your practice, serving as brand champions that refer you to friends

To register for the 2018 AAO Annual Session click here.

Increase Patient Conversion With These Facts About Online Reviews

New data suggests that reviews are getting shorter, positive and social.

A 2018 study published by ReviewTrackers found that online reviews are changing – for the better. Literally, reviews are getting more positive. They also found that people are using fewer characters to get their point across and that review-only sites are not growing as fast as social media and Google. We’ve talked before about how important it is to get good reviews on Google and how social media is the first place many go to find out about your practice. Below we present three of the findings that ReviewTrackers highlighted about the direction online reviews are going this year and how they can grow your practice.

More poetry than prose

Reviews are getting shorter. This is good news. People don’t have to slog through a rambling review to find out what the person wants to say. ReviewTrackers reported that “Reviewers are writing simpler and more to-the-point reviews. The average review has gotten 65 percent shorter since 2010 and is now roughly the size of a tweet.”

How this helps: With the rise of the tweet, people are learning to write succinctly about the businesses they visit. In this time-constrained, mobile world, we just want to know the facts. It also means that the barrier to entry is lower. We can ask patients to write short, factual posts quickly. It also means that people can read more positive reviews about your practice in less time (see point three below).

Rise of social and search

Review-only sites like TripAdvisor aren’t seeing as much growth in reviews as Google and Facebook. In fact, ReviewTrackers reports that Google and Facebook are now the No. 1 and No. 2 for online reviews.

How this helps: People & Practice dedicates its marketing efforts on a client’s Google MyBusiness profile and Google reviews. We also help practices develop and maintain an engaging and robust social media presence on Facebook – including targeted educational advertising. The data supports our findings that these are prime online channels for patient outreach and referrals.

The future is bright

Reviews are more positive than ever before. ReviewTrackers said in its report that “reviews are increasingly shifting from being a place where consumers air their grievances to being a place to recommend businesses after a positive experience.”

How this helps: Positive reviews convert people into customers. Other surveys have shown that half of consumers look for a 4-star rating at a minimum before they choose a business and 73% said that positive reviews make them trust a business more. Reviews are a serious business.

Want to learn more about reviews and 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.

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.

What Happens if You Don’t Get Good Reviews on Google?

Nothing happens. And that’s bad.

Bad reviews can be bad for business. Despite a recent research report finding that online physician ratings are not a good predictor of the quality of a doctor, people continue to rely on feedback they find on Google, Yelp and social media to make choices about which businesses to patronize and which doctors to visit. In fact, a survey by Bright Local found that a whopping 97% of consumers read online reviews about local businesses, with 12% looking for a local business online every single day, almost a third of them doing their research via mobile apps.

Chances are that most of those people didn’t get around to reading the research paper.

There’s an old adage in the ad game that asks what happens if a business doesn’t advertise? Nothing. Same goes for online reviews. What happens if you don’t get any good reviews on Google? You guessed it! Nothing.

People will not call. They will not come back to you after an initial consult or they will cancel appointments. Many consumers read an average of 7 reviews before trusting a business – that is up from 6 last year! More people are using online reviews more often and basing where they take their family for orthodontic treatment on what they read.

If you aren’t doing anything about your online reputation then don’t wonder why people aren’t calling for consultations. 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. People & Practice has a SmartReview™ system that’s designed to capture authentic positive reviews at the point of contact in your office.

Want to learn more about how you can supercharge your social media? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Online reviews and reputation management

Ignore Online Reviews at Your Own Peril!

Take our advice, you ignore online reviews about your practice at your own peril.

First, the bad news. According to Brightlocal.com, a negative review will drive away about 22% of your customers. These are people who go to an online review, read something bad about your business (deserved or not), and then never even call you. That’s bad.

Here’s the good news. The same site said that consumers will probably spend about 31% more on products and services at a business that have good reviews. That’s good.

If you’re ignoring online reviews, don’t have a system in place to capture positive reviews to post online or intercept negative reviews before others read them, you could be damaging your practice and not even know it. Online reviews are important especially in the healthcare industry where patients are extremely sensitive to online reviews. In fact, a recent survey by a medical software company found that 84% of patients use online reviews to evaluate doctors. And, a majority of customers say that they trust online reviews as much as a personal recommendation! That’s powerful. Moreso when you factor in the influence that Millennials are bringing to the web. Millennialmarketing.com reported recently that 70% of Millennials felt a responsibility to share their experiences with a company, good or bad.

You might think, “So what? I checked and I don’t even have any reviews. I’m safe.” Not so fast. People also tend to shy away from businesses that don’t have any online reviews. Bottom line is that you have to do something if you want to grow your practice. Don’t let the marketplace define you. Millennials and Generation Z are communicating how they feel about your practice, as decision makers and as the young patients you’re helping to give a better, healthier smile. With a single online post they can make or break your business.

People & Practice specializes in online reputation management for orthodontic practices. Prospective patients do their online homework, and they trust peer-to-peer feedback above all else. One negative review can significantly damage your reputation, especially if there are no positive ones. That’s why it’s vitally important that your practice have many positive public reviews across different review sites. Our SmartReview™ system is designed to get you authentic positive reviews, fast.

Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Why Doesn’t My Social Marketing Attract New Patients?

Watch the video above for CEO of People & Practice’s full answer to this important question. 
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Why doesn’t my social marketing bring in new patients? The short answer is that you are not using all of the available marketing tools necessary. You need a coordinated combination of collecting multiple five-star public Google reviews, initiating a robust social media engagement program and effective content driven targeted Facebook Advertising.

Today, let’s focus on Facebook Advertising.  Facebook currently has over 1.7 billion users. You may be surprised to learn that the best growth opportunities are to target those that do not even know you exist. Facebook Advertising enables targeting potential new patients within a 5-10 mile radius of your practice, categorized by whatever age, sex, or income you desire to attract.

Read our article published in the September issue of the McGill Advisory – linked here: McGill Advisory article

Interested in a free marketing analysis of your practice?  Contact me directly.

Leon@pplpractice.com, 631.974.7511(c)
#mktg4docs #practicemanagement

Google Upped Its Review Game: Have You?

Notice something different in your Google Search this week? You know that box on the right hand side of your search results that displays a local business? It’s changed.

Google has upped its game. Instead of only relying on Google Reviews to present local businesses they’re now aggregating information from across the web and across different review sites and displaying it along side their own. Take a look below to see what I mean.

Here’s how your practice looks now:

2016-09-29
As Director of Reputation Management for People & Practice I continually tell orthodontists, dentists and other doctors that having a well rounded online presence is crucial to a winning strategy. It’s not enough to only have reviews on HealthGrades or Facebook or Google or Yelp; you need reviews on all of them.

We’ve always focused on this as a winning strategy – now Google has made it imperative. Even Google is saying that you can’t only rely on Google reviews any more, you need to make sure your patients are spreading the love across all the review sites prospective new patients might consider.

It’s specifically for this reason that we work to increase your online reputation across the board. Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

At People & Practice we do things differently. Our goal is to make sure doctors are focusing on their reputation as it’s projected online. And instead of it taking 20 years to build an online reputation, we help doctors amass real reviews from actual patients effectively and ethically – across ALL review sites.

Contact us today for more information about how we can help grow your practice through on-line reviews: 347-762-6330 or info@pplpractice.com.

Want to Compete With Big Business? Tap Into Your Relationships | DentalTown

The following is an excerpt from Dr. Leon Klempner’s article on Practice Management in DentalTown Magazine: “The reality of business is that corporate groups, affiliations, and conglomerates often replace small-business owners, and can do so efficiently. We know that in theory, but it’s much more prolific when it affects us on a personal level. The dental […]