The world of digital marketing changes on a daily basis. Here at Whiteboard Marketing we value education for our employees, our clients, and our community.
This page is dedicated to sharing some of what we know, so that we all can grow both personally and professionally.
So check out some of our resources, and feel free to contact us if you’d like to talk about marketing, or if you need someone to speak about marketing to your professional group or organization.
Dental Client Webinar
So today’s audience really includes a couple of our valued partners: the Paragon Program, Zimmerman Boltz, and the majority here today are gonna be Whiteboard Marketing’s current clients that partner with us for the majority of their marketing services, ranging from just a couple services to our full suite of services. And after this meeting today I’d expect, you know, a few different reactions, you know, one being, “Holy cow! I’m very relieved I made the decision to continue my marketing services with Whiteboard Marketing, and this past six weeks has been a whirlwind, but despite limited incoming revenue I’m really, really glad that I stuck with it.” Another
reaction might be, “Holy cow! I need to reactivate my marketing services as soon as possible, understanding everything that actually has gone on into this.” And another one might be, “Holy cow! I need to speak with my Account Manager at Whiteboard Marketing about adding additional services because I understand, you know, again, what goes into this and what I need to kind of catch-up on.”
So today our attitude is very positive. It’s positioned towards an upward trajectory
thought process and that’s where we’d like you to be mentally for the next hour also. Are there still challenges ahead of us? Absolutely! But you’ve surrounded yourself with strong external partnerships that have the responsibility to fight and not flight for you. And we’re one of those partners. And the reality is our country is starting to open back up slowly and your current patients and new patients will need you, and we’re gonna help you be there for them.
So, in terms of the health of Whiteboard Marketing, you know, when this all started, obviously, there’s lots of pain that goes on, and you hear, “Hey! We’re gonna get through this together” and, you know, “Stay strong and hang in there with it!” and, you know, we all at Whiteboard Marketing had to really pivot and really just embrace this challenge because we know, you know, what it’s gonna mean to become stronger for you and, you know, be there for you and for your patients and really communication was the number one thing. We wanted to communicate with you as much as possible, collect as much information from, you know, all of us combined, have you communicate to your patients and really make so many changes and adjustments in relation to communication across the board. So, we all obviously were working remotely. We’re very fortunate to kind of have a remote-friendly type of organization. Our group loves to collaborate. We have a really good environment here at Whiteboard Marketing. For those of you who have been here, you know. But we are positioned strongly to work remotely so we kind of
embraced that, and then, of course, we take advantage of the technology with the Zooms of the world and have these meetings, honestly, on a daily basis. We meet as a team and then we break out also in departments and really make sure we’re on top of what we need to do to make you as strong as possible. We’ve been busier than ever before. I can’t imagine you’ll notice today everything that Kristi goes through and all of this talk about the amount of work that has been accomplished in the last six weeks. It’s been unbelievable, and I’m so proud of the team and how they’ve embraced this and, you know, and what they’ve done for you, and I hope that you see the same thing.
You know, the Payroll Protection Plan, right? So, I, like you, certainly, you know, had some
challenges initially with this and I applied for the Payroll Protection Plan and stayed on that and was very fortunate to have received that loan last Thursday. We worked hard on getting that, stayed on top of our banker, and got that loan last Thursday at about 1:30. I did have to furlough five people about a week and a half to two weeks before that, and by 2:00 they were all back on the team and started on Friday morning. So that was a really great feeling to get that. And so I want to make sure you know that Whiteboard Marketing is at full strength here for you to service your needs, to execute what we’re doing for you and help you grow. We have our full team. We only had you know five of us were kind of gone for about two weeks or so and that was it, so we are at full strength, working at our full capacity.
Ultimately, throughout this time and moving forward, you know, I personally want you to feel very proud that we’re your partner. You know, we got an opportunity to speak on a webinar a couple days ago with a company called ACT Dental and, you know, there were some of our current clients that were on there and one of our clients sent me an email and said, you know, I was on the webinar, you know, I’m so happy that you’re our marketing partner. And just that just made me feel great, you know, that we’ve had a chance to kind of promote what we’ve been doing and talk about what we’ve been doing for you, and to hear that and share that with our group just means a lot and I want you to feel the same way. I want you to feel very comfortable and proud that we are way ahead of the curve and there’s no other marketing partner that you can be with right now that’s as advanced in this particular situation than we are, so I want you to feel confident you’re with the right partner on that.
So, those are just a few opening comments I wanted to make and, you know, feel good about that, and I’m gonna shoot it over to Kristi. She’s going to go through some specific things that we’ve accomplished.
Now our Account Managers have been tasked on our daily tasks with providing you so much information and we know that you’re daunted with all the things that you have to deal with. There’s no question about it, but and, you know, we have plenty to share with you, so I really appreciate the time that you’re giving your Account Managers, you know, when they contact you, email you, or whatever it might be on the communication of what we’re doing and
the information that we need from you during this time. So thank you for that. But we do want to make sure that you understand what’s been going on behind-the-scenes and what’s been done for you. So I’m gonna shoot it over to Kristi, and then we’ll kind of go from there.
Okay, I just unmuted myself. Thanks, Sean! You know, I just, before we get into everything – I just want to reiterate one of the things. We did see a lot of our current clients on the ACT
webinar. I think there were like 2,200 people on the webinar the other day. We’re speaking, actually, on the Florida Dental Association’s member dentist webinar today at 2:00, so we’ve got a bunch that we’re, you know, talking on. One of the things that I was really the most surprised by, we had a lot of dentists contact us who were not our clients after that. One of the things that I am the most surprised by is how many of those dentists said that their marketing departments, their marketing company or partner, hasn’t even contacted them through this entire process. They haven’t contacted them! And so, you know, depending on kind of what decisions that you may have made at the beginning of COVID, whether we dial back a PPC campaign for you or you’re still kind of running the full, the full gamut, you know, it’s just really important and hopefully you’ll kind of see that you continue to market. I know Sean already talked about that, but, you know, one of the, one of the analogies we used on the webinar was, you know, marketing is the first, is typically the first line item that gets cut out of the budget. The thing that we’re finding though is, you know, if you build it, if you, you can’t take that approach where ‘if you build, they will come,’ especially right now.
So one of the things that we’ve really tried to do as a team is really communicate what you built, how you built it, you know, every step that went into the process, and how it affects patients and how it affects your team. That’s kind of been our kind of overarching theme when we’ve kind of
created different strategies for you. I’ll go ahead and just kind of go through some of the things that we’ve done. I’m gonna break this out by channel. So, for example, I’ll talk about website first, and then I’ll move on to search engine optimization. Feel free at the bottom of, you know, this screen, I’m sure you’ve done it already, I’m sure you’ve all been on different webinars, feel free to chat messages inside of there or questions. We’ll try to address those and we’re also
gonna open it up to all of you too, so we can at some point, so we can kind of hear what you have to say and what questions you have. If you have a question that’s pressing for that specific moment, definitely check and type it in there, and we’ll make sure we address those things.
Website. Let’s start with your website. We’ve gone through a lot of different transformations since the shelter-in-place orders came through for every state. One of the first things we did for our clients is we built a web page banner. So, if you go onto your websites, you should see kind of like a banner at the top that says something about “Visit our COVID-19 page for updates.” That’s really important. We’re actually seeing a lot of traffic on those sites. We built that banner and we’ve also built out a COVID-19 update page for you. That’s where we put the initial announcement of where your status was, when your practice was, if you were officially closed, if you were accepting emergency patients, what that time frame was, and we’ve tried to continue to update it as states have pushed those deadlines back. If you, Sean discussed this, we are most effective when you provide us information. Any information that you want us to add to your COVID-19 page, reach out to our Account Managers and let them know. We’ll put it on there. So don’t hesitate. The more Information we get from you, the more effective that we can be for you. In addition to the banner and the COVID-19 page, we’re also right now for our SEO clients, we are actually in the process of building sterilization or infection control pages for your site. We’re working with our freelance writers, we’re writing the content for you, we’re going to add those pages to your site. A lot of dentists already have kind of a blurb on their site about infection control. We’re really expanding that so that, as Michelle just mentioned, and a lot of you were not actually on our webinar yet, but Michelle had talked to us about we’re starting to see trends where patients are searching for “reopened dentists.” Those kinds of keywords we’re going to build into your website kind of like a sterilization for your infection control page. You know, you are a reopened dentist. So we’ll use those, we’ll put those on the pages where people are actually going to be searching for to help you show up when people are searching for a dentist who’s safe, who has infection control procedures and is open. So those kinds of things are really important. Get us any information that you have about your infection control page. It could be what you were doing previously through OSHA or CDC guidelines. It could be what you’re doing now during COVID, and it could also be what changes are going to come into play once your state reopens. We don’t know those answers right now. I know you don’t know what those answers are. My husband is a dentist and we talk every night about what it’s gonna look like for dentists, but as soon as those mandates start trickling in, whether you’re gonna need PPE, whether it’s the N95 mask that you’re gonna be required to wear, get that information to us. We will utilize it on every platform that we’re handling your marketing for.
Does anybody have any quick questions about website for the moment? Anybody want to chime in? Okay.
To validate your point about those changes that were made, when we look at the back-end of your Google Analytics, typically, your top visited pages (outside of the homepage, which will always be number one) is the “Meet the Team: page, your “Reviews” is up there, “Meet the Doctor,” but since we’ve put those COVID pages on your site, that now has catapulted. It is like one of the top visited pages from your website too. So, and all that means is better search engine optimization and organic rankings to get all that type of activity driven to your site. So, that activity has really meant a lot for traffic.
Yeah, you know, to your point, if for any of you who were on our ACT webinar, we showed a couple of slides on, you know, in 2019, the same time, March 27th through April 19th of 2019 versus 2020, you know, like Sean said, you know, the “Contact Form” on average was number two search page, “About the Doctors” was number three for somewhere about that, “Meet the Team” was usually five, somewhere in that range. “Reviews”, your “Services”, those were
your top search pages. Right now, COVID-19, on average, is ranking somewhere between two and five on all of our client sites that we have a COVID page for. If you’re providing emergency dental services, you know, we’ve really beefed up that specific page for some of you. That’s also showing up. For those dentists that have emergency dental services right now, people are searching for it. We’re seeing so much traffic on those pages on average. The point is that continuing to market, it works! The proof is in the pudding. So just continuing to reinforce those things as we’re doing for you will only make your rankings higher, your search higher than your competitors, because a lot of these dentists aren’t getting those services from their current marketing partner or they’re not doing it themselves, so they’re gonna be behind. And we really want you to have a leg-up, so that when people reopen and start searching again, you’re the practice that’s showing up.
We also, one of the things that Jon Cahen has really been working on, who’s our SEO Director, he’s also been working on really including FAQ pages on all of our dentist sites. For new sites that are built, it’s a standard. It’s one of the pages that we automatically add for you. He’s been really working with our writers and with the rest of our SEO team to kind of try to start adding those pages to any client sites that don’t have them. Those FAQ pages aren’t just COVID-related, they’re just general FAQ pages that may have questions patients may be asking or just general answers to questions about your financial policy. That may be on your financial page, but it’s also good to have it on another part of your website. Google really likes FAQ pages. It makes your site have more authority and relevance, so we’re really trying to do some of those things from an ongoing SEO standpoint, not just COVID, to help your presence be even stronger over time.
We’re also, we’ve been doing a lot for your local SEO and your Google My Business pages. Corinne is our Local SEO Manager. Phenomenal. I can’t say enough amazing things about the things that she’s been doing for you all. You know, typically, our Local SEO, we do the directory listings for you, we’re doing submissions to, you know, your Bing pages, your Yelp pages, your Healthgrades pages, all of those great things. Google My Business right now is the first and
foremost priority from a local standpoint, so she’s been spending all day, every day following the trends and updating all of our client pages so that you have the most accurate information. Some of those things that she’s been doing include changing your hours. If you’re having emergency, if you’re still seeing patients on an emergency basis, but your hours have changed, she’s changed those hours for you. We’ve added “Emergency Dentist” into your business categories so that if patients are searching for an “emergency dentist near me” you’re more likely to show up for that search. Some of the other things that she’s been doing, if you have, if you have completely shut down and you’re not seeing emergency patients at all, she’s marked those specific clients as temporarily closed. As soon as COVID is lifted and you’re able to get back to work, she’ll change all of that back. So, you know, if you’re no longer temporarily closed, which hopefully you won’t be, you know, she’ll change that to reflect that your new hours, your current hours and your open status. One of the things that we are going to need from you, this goes back to your website as well, as well as all the other Channels. One of the things that we really want you to do now is start to think about what this looks like for you once you reopen? Are you adding additional hours to your workday? Are you adding different days to your workday? if you’re gonna start adding Saturdays and you don’t typically do that, as soon as you can make those decisions and get that information to us, we’re gonna take it, and we’re gonna run with it. We’ll put it on your Google My Business page, we’ll add it to your website. When we’re ready and you’re ready, we’ll actually promote that on your social media pages. So, you know, there are some really important pieces of information that we’re going to need to get from you. One of the other pieces of information that we need to get, I should have mentioned it in the website component of this, is, you know, all of you have someone in your practice who is in charge of kind of communicating OSHA standards. You know, whether it’s an Infection Control
Manager or a Sterilization Specialist, whatever you call that person in your office, let us know. We will update their bio with that specific role. We want to add some of that information into, you know, your sterilization page. We can also promote that person on your Facebook and your social media pages to let people know there’s somebody there who’s handling this for you. They’ve already been handling it, this isn’t anything new for you, you’ve always been conscious of health and safety, but this is the person front-and-center who’s been really focusing on it. So, getting that information to us, anything you can think of, we’ll take it and we’ll use it in your communication strategies. Some of the other things that we’ve been doing for my Google My Business standpoint is, if you’re offering teledentistry, Google allows us now to add a telehealth
link to your website. A link to your, I’m trying to think of what the other link is off the top of my head. I’m drawing a blank. Your COVID, yeah go for it.
Yeah, the COVID-19 page. It’s called the COVID-19 Info link. And then also the Telehealth / Virtual Visit link. Those are URLs that have popped up in the past week and a half.
So anybody who has those we’ve already added those links to your pages. Those should be hoping to start showing up in search. We’re kind of following industry experts to see when that’s gonna happen, but we know it will at some point and we do know that it’s impacting you right
now. You know, we’re adding Google Posts to your page. We have a specific COVID-19 update now in the back-end of your Google My Business page, and we can schedule events as well. So
our social media team is doing all of that for you as well to just continue that presence for you. And once, as again, once we move past COVID, we’ll make all those changes back to your Google My Business page, and we’re also changing that on, we’ll also change that on all of your
directories, on your Bing page, anything that needs to be changed, we will be taking care of that for you.
Reviews has been a little bit of an interesting beast, so if any of the team members want to chime in at any point, jump in. You know, initially, we kind of slowed down on reviews, and Corinne, again, if you want to kind of jump in on this at any point. At the beginning of COVID-19, Google postponed any new reviews being posted on client Google My Business pages, as well as postponed the ability to respond to any reviews that were coming in. They just didn’t have all hands on deck. Their team is working from home as well, and they have a really strong process in terms of quality control checking those things. So, we have seen Google consistent changes of just different ideas that they’ve come up with, reviews being one of them. So we kind of held off on our client review strategies for a while. We were continuing to monitor and respond to any reviews that were coming through from all your other channels, Facebook, your website, Healthgrades. We’re still continuing to monitor that. We have also been requesting reviews from your emergency patients, if you’re having them. We’re changing the verbiage a little bit though, so it sounds a little different today, a little bit more, you know, more emergency-focused, more sincere, in a different way than we were, than the verbiage that we were using prior to. Once COVID-19 moves on, hopefully soon, and we start to kind of reenact your review strategy, we’ll basically be changing that verbiage a little bit again and we’ll really start reaching out and doing a more aggressive review campaign, like we were doing before. Google is now allowing reviews to come through again and responses, so as those are trickling through for you, you know, we’re continuing to respond. And some of our clients are still enacting regular review campaigns, and they’re getting some good results, so we’re just conscious of that as well.
Social media is another really big area for us. You know, one of the things that we talked about in the ACT webinar the other day, typically, social media in the marketing budget schematic is typically the first thing to get cut because people think that they can either do it themselves, or their daughter can do it, or their hygienist can do it, so typically it’s the first line item that gets cut out of the marketing budget. What we have found is that internet use is up more than it ever has been. Facebook is actually announced that their Facebook usage overall has increased more than they’ve ever seen before. They’re actually having a hard time managing it because there’s so much traffic happening on their Facebook pages. Facebook is your number one channel. That’s where the majority of your patients live. That’s the majority of where your demographic lives. We’ve been focusing on all of the channels that we represent you for, whether it’s Facebook, Twitter, Instagram. We’ve been really focusing the prime or the primary message on your Facebook pages since that’s really where your clients are living today from a social standpoint. We’ve been really reaching out to a lot of you trying to get engaging, authentic photos from you. If you’re practicing in the office, we’re asking you to wear your mask and hold a sign up. We’re asking you to reach out to your staff and ask them to send us videos or send us photos of what they’re doing at home, or maybe send a video of how you wash your hands or
how you put your mask on properly. Things like that. That’s what’s really resonating with your followers, just really, really having an impact because they’re living on that and they’re seeing it come through and they’re forwarding things and they’re commenting and they’re engaging. We’re also responding to all of those reviews, all those comments for you. Don’t hesitate to chime in as well. If you’re on your social media page and you see a comment from a patient, jump in! Make the comment with that too. it’ll just make that more engaging. The more engagement you have, the more likely people will see it from an organic standpoint. We’ve also been Boosting really targeted posts. If you have any questions about Boosting, let us know. Go ahead and ask that in our messages, and we can kind of explain to you what that looks like. But if we Boost a post for, let’s say $30, for a week, we are seeing incredible results. Anywhere from, you know, going from 300 people seeing the post initially (without having any money behind it), to seeing somewhere between 1,500 to 7,000 people watching the video or looking at your photos and commenting. So we’re doing everything we can to keep you present in front of your current patients, as well as your surrounding community. Sean, actually we were talking
the other day, I know you heard this on another webinar, you know, someone had said, “Someone is going to be out there communicating about COVID on social media, don’t you want it to be you for your patients?” So that’s kind of a strategy that we’ve taken, is making sure you’re front and center.
We’ve also been managing a lot of email blasts for you as our clients. If we’re communicating a status update to your patients or just anything that you’re asking us to send or helping some of our clients actually send text messages out through your patient communication system that may just say, “Hey, we’re thinking of you. We hope to see you soon.” Those kinds of just feel-good messages, we’re handling those for you as well. Again, if you have some, if you need some help with that, if you haven’t reached out to us about that, connect with your Account Manager. We’re all-hands-on-deck, and we’re really here to help you.
Blogs. We’re also doing the same thing. For the clients that we’re writing blogs for, we’re really trying to take more of a COVID-approach to it, so that when people are searching for things related to COVD, again, your site is going to be, hopefully, one of the ones that Google indexes and shows up for when they’re searching.
Last but not least, I’ll talk a little bit about Google PPC, Sean, and then I’ll turn it back over to you. Google PPC has been a really, really interesting beast for us since COVID started. The first week, I would say probably the first week or ten days, we really saw an increase in patients searching for “emergency dentist.” And a lot of our dental practices were actually getting calls or a lot of calls for emergency dentistry. We kind of saw that spike and then we kind of saw kind of a flattening of the curve, but a pretty dramatic flattening of the curve, where a lot of people just weren’t searching any longer for it. They were searching for other things, so we saw some of our patients or some of our clients’ Pay-per-click campaigns kind of slowing down a little. So we’ve reached out to all of those clients where we’ve seen that trend, and we’ve paused your campaigns. For some of our other clients though, they’re getting a lot of the emergency dental increase. We’ve kept those campaigns going. So, you know, Michelle and Jon K., who’s our other PPC Manager, you know, they’re really closely monitoring the traffic every day, so that we can make the right recommendation for your specific practice. One of the things that we’re gonna recommend as we move past this is we want you to if you’re doing Pay-per-click advertising with us, we’re gonna want you to turn that right back on probably two or three weeks, two weeks prior to when you’re officially reopening, generating that traffic now. People are going to be desperate in those first couple of months. You’re going to need to try to get all of your patients back in that you need to see, and you’re also going to need to be still communicating and trying to market to get new patients. You have to have a combination of recall and reschedules, and still continue to generate new patient traffic.
That’s kind of it for me. Sean, is that good? Okay.
Appreciate that, Kristi. I think the main message across there too is just the activity levels. You want to be there for your patients. You know, there’s gonna be all different types of searches going on and that’s what we’re preparing for because your Pay-per-click ads, your social media posts, your organic content, will have more empathetic messaging as it relates to COVID-19. There’s going to be different keyword searches like “safe dentists near me”, “dentist who practices sterilization”, you know, all the data that we’re seeing in the Google Data Bank right now is telling us that there’s these different keyword search terms, and health and safety is gonna be the number one concern. Their concern for their own health, their own family’s health, just as all of us are, right? And it’s a, you know, serious type of a situation, so you know, we are preparing for that because, you know, you can’t just turn everything back on how it was before. And all the work that goes into doing that now is what the future success looks like. So there’s gonna be, you know, some of your competition just that hasn’t kept up, and they’re gonna get behind, and you’re going to get that extra, you know, few percentage opportunities in terms of new patients. There’s no question about that because of the things that you have been
doing the past six weeks. You know when you’re up on your reactivate your Pay-per-click campaign, it’s gonna have different messaging that we’re putting, you know, we’re gonna be putting out. You’re gonna have different pages on your website that’s gonna have messaging to match up to search. Your Local SEO and your Google My Business will have different messaging in the business descriptions. You know, we’re taking advantage of the data field that they have created and generated on those so we can populate with your information and those are all signals. So instead of turning it off and walking away, until you think you can come back, that’s not what the majority of you have done. And, you know, instead you’ve stuck with it, and you’re going to be prepared to come out stronger than ever before. And we have 100% confidence that you will.
So another part of what Kristi was talking about was making sure that we maintain our communication because it’s about extracting the information and data and different things from you and distributing it across all your digital assets, right? Staying active with those, with that trend, is what’s really going to help us. Now, there’s got to be some side effects to this. I’ll call them side effects for now. One thing that we, when we had our brainstorming sessions, that we’re really gonna help or encourage and push for you, is to create what we call a “Schedule Champion,” right? So, when you open up the doors again, you know, we don’t know how exactly, how it’s gonna look like, but most likely it’s gonna be an upward trajectory trend in terms of activity. There’s gonna be people in your patient base that are super concerned about their oral health, just as you are for them, the phone’s gonna start ringing, you’re gonna start getting website forms, you’re gonna get some website chats, right? You’re gonna get all these different contact me opportunities, and to take that serious is an understatement, right? You want to make sure that your person who is handing all that, you may deem them as the “Schedule Champion,” has that as the number one priority. So, for instance, you’re getting lots of calls that come in, right? And I’m a new, I’m a patient, or a new patient, I’m a new patient because my old dentist is just still closed or they’re not answering, they’re not responding to me because they just aren’t ready to ramp up again like you are, right? So I’m calling you, but it goes to voicemail or it just rings and rings and rings because you’re already busy with another phone call, right? That Schedule Champion has access to that information through your programs with us where you can call them back, right? You missed calls? You can call them back! And how great would that be for a patient to, especially a new patient or existing patient, to call and not get a hold of you, but then receive a call back from you saying, “Hey! I missed your call. How are you doing? You know, we’re here for you!” That kind of thing versus their plan to either call you back or look for someone else who’s gonna answer the phone. So, handling those phone calls. Now, web entries, right? People who can’t call, they’re gonna be filling out forms. Your chance of a conversion of a new patient goes up over 300% if you respond to the web inquiry within the first five minutes. And that was a Harvard study that we point that to. So that’s significant. Your online chats that you have, when those are completed and the online chat transcript is emailed to you, it’s the same type of a thing, right? They’re going to be obviously wanting to be contacted as soon as possible. To have that Schedule Champion in charge of that incoming well is going, as well, is gonna be helpful with your conversions. if you have, if you don’t have an online scheduling tool yet, right? Which you know we can do for you. People are gonna be requesting appointments at times that are gonna work for them. As those come in, it’s just like a web entry, get them that callback or that email back saying, “Hey, we can’t do Tuesday at 2:00, but how about Tuesday at 3:30?” or whatever, maybe you do the same thing that you do now. You can also, in a lot of cases, connect your online scheduling with your patient management system as well. So having that Schedule Champion to really be in charge, especially in the first few months will help conversions, will help you acquire those new patients who are struggling with their existing doctor because maybe they don’t feel like their existing dentist has updated their location recently. They don’t think it’s clean. They don’t have any communication going to them about how they’ve embraced the health and safety of this, and they just have more concerns about that, so they’re gonna be, you know, not looking to go back there. They’re gonna be looking to go to you potentially. So, Schedule Champion is something we definitely are gonna recommend that you look at.
The other thing is really to have job ads ready. You know, there’s gonna be all things that you’re dealing with, as we talked about, in having needs for a new assistant, new hygienist, or whatever might be are probably gonna be one of those areas that you have to be ready for. So if you haven’t worked with us before to create job ads, there’s so many different opportunities out. There’s the Indeed of the world, but Facebook has a job board now too and it’s been deemed successful for some of our dental clients. it’s a really good place to look for dental assistants and hygienists. We can target them by the labels of their profile. So, to ask us to create job ads and get those ready for you. So instead of, you know, waiting, you can turn the switch on and we can start delivering those ads that you’re hiring for that particular position. I also I’m going to recommend that you touch base with any temporary agencies that you may have relationships with or don’t. If you have a relationship with a temp agency, I feel like they’re gonna be pretty busy. Just touch base with them. Get in line, if you will, to be able to, you know, react to that. If you don’t have any relationships, I would recommend that you start creating them because there could be a potential need. Because, obviously, if you know we’re meeting the guidelines and recommendations and one of your staff members has a temperature, but your schedule’s full, you really need that temp agency scenario might come into play. So maintain that relationship with them.
The other thing too is, you know, just like we’re doing today, this is such easy technology. It’s not difficult at all to have a Zoom call, a Zoom meeting, or a Zoom webinar. You know, if you’re comfortable and it’s something that you want to do, there’s nothing wrong with having a Zoom webinar with your patient base. And if a couple hundred show up, that’s great to be able to see you talk live to them, connect with them, let them know when you’re reopening, what your plan is. Please be patient. I don’t want to overwhelm our staff. There is such a thing as burnout in our category. We’re gonna get to you. We’re gonna try to prioritize as much as we can. We want to provide you quality healthcare. Just really getting that across, you know, is unique, and I highly doubt that many dentists are doing that type of a thing. So if you don’t, if you’re not comfortable with that, then there’s nothing wrong with getting in front of your laptop, turning on your computer and spending an hour or two generating a video that basically is the same thing, right? And then you can get that video to us, we’ll get that to YouTube, we’ll put it as a private link so it’s not public if you don’t want, then we can create an e-blast and shoot that out to all your dental patients, all your patients, and show them that way. I know a lot of you have been really good and responding to requests for reviews that have, you know, maintained services, and those are the ones that get the most reach. That’s the big engagement right there. Again, your “Meet the Team” page and “Meet the Doctors” are your most visited pages. So they always want to continue to interact with you. And as Kristi said, Facebook traffic I think is up over 50%. Internet traffic is doubled. I mean everyone is online right now and for you to be there top of mind, customer-facing, you’re there, you care for them, all that, that is what’s gonna help you, you know, maintain your existing patient base and grow as well. So that would be great. You know, if you’re not comfortable with the video, then we can, you know, we can turn that into content and text for you instead, but something to think about there.
In really modernizing your patient experience, you know, a lot of you already have some or more of these, but we want to help make sure that there’s gonna be a lot more remote interaction with your patients, so if you don’t have online forms, you know, there’s a sheet that we’ve created that Kristi and the team has put together that basically says, you know, “Hey, if you have this patient management system, you know, here’s how we can integrate online forms into your website.” So we’re going to really encourage you to spend more time with your patient management system representation, whether it’s Eaglesoft or Dentrix and say, I really need to make sure I can embed online forms into my website moving forward. I don’t want to do PDF fillable PDFs anymore. People fill it out, have to print it out and all that. I wanted to go directly in there because people are looking for that modernized patient experience. So we can help integrate that for you. You do need to work with those folks directly, and then, you know, patch us in to help with the integration.
Web chat. You know, a good amount of you already have web chat service through us as well. This is something that I really recommend that you move ahead with because, number one, it’s going to offset a lot of the phone call activity into your front desk and kind of help intercept that. So, if you have an online chat which, what we do is we use off-duty dental employees to handle
conversations live. It’s not robots, right? It’s 24/7. They have a specific profile specific to your company that we’ve worked with them on to basically understand exactly, you know, are you fee
for service only? You know, what insurance do you accept or not accept? Do you have a wellness plan? Whatever it might be. So to have that and to be able to talk and communicate with them, it will help relieve a little bit of the front desk phone clog too, but also provide a modern patient experience.
Online scheduling. You know, we can schedule our haircuts online, we can schedule so much online and there’s no reason why we can’t schedule dental appointments online as well. So there’s lots of different software and things that you’re gonna see more and more and more of that to come out. We’ve vetted some partnerships and we have some to Integrate. You know, we want flexibility with their online scheduling. It is another component that your practice manager or office manager has to manage and we don’t want to put so much on plates as you come back but, ultimately, we want to be able to grow with this system and, ideally, it’s gonna want to integrate directly with your patient management system. You know, but that is, you know, that is a good amount of work, a good amount of management for your folks. So, you know, the flexibility of just having a widget on there that basically says, “Schedule online.” You know, they click on it, they give you the request that they want, and you get that again, your Schedule Champion follows back up with them. Or, you know, you have three patients that call and say, “I need to cancel this week.” You can use that button to basically open up those specific appointments, give it to us, we blast it out to your patient base, “Hey, you’re looking to get in to see us? We have an opening on this day at this time.” We get it through social media so we impact it that way as well. And then, you know, what taking it a further step would be integrated into your patient management system. So the flexibility on that is another way to
modernize your patient experience as well.
And the last one I really want to recommend is bill pay. Very simple to do and some of you have that on there already. But I know you’ve heard in lots of webinars about a different collection
procedure and what not to have the ability to pay your bills online. You know, who is going to help execute that, right? So it’s fairly simple most of the time. We’ll essentially work with your existing payment processor and just get some embed codes from them and integrate that into your website. If you don’t have that going on, then we can we can, you know, figure that out for you. But all we need to do is kind of get some of that code, if you will, to embed that into your website, and that way you’ll have a pay online feature as well.
Okay, so that’s kind of summarizing, you know, modernizing your patient experience there. And, you know, the other thing too is just, you know, I know you’ve heard us talk about this, and hopefully you’ve read some of our blogs and information but, you know, it’s about the patient experience. How that’s going to change, right? So pre-COVID, you know, you had people finding you online, or they were referred to you from a family or friend whatever, but they still go to the website or the phone, they read your reviews, they kind of visit your website, see if it’s a good fit for them, and then they’ll call you, they’ll chat, you know, they’ll fill out a form, whatever the case is, and then, you know, schedule the appointment. And then they come in, and you want them to experience, you know, the best experience they can, and if they do that, then they leave, they become a long-time patient or a maintain, you know, patient, and they also become a great ambassador for your practice.
Now, the new patient journey is gonna be similar, but keeping health and safety in mind, it’s about, okay, I know I have a great relationship with my dentist, but I really need to make sure that they’ve embraced what they need you to keep us safe, right? So they’re gonna be looking for that information on your site, right? We’ve created talking points for you to start with on our Resources page, and you’ll see so much of what has been done too. But, you know, and you have access to that by going to our website and we’ll share that with you, but you know they’re gonna call, they’re gonna ask questions, and you’re gonna want your team to have to be all on the same page, right? About what is supposed to be said and what you’ve done? You’re following the guidelines, but here’s what else we’ve added to that. And then, when it’s time for the appointment, I come in, I drive up to the parking lot, maybe text when it’s time for me to come in. So, as I approach your door, the first thing I want to be able to see, you know, is there antibacterial wipes for me to grab and grab the handle, right? Is there some kind of a tool where I can use my foot to open the door? I don’t want to grab that handle right now because I’m still a little bit concerned about this. So the very first thing that they see before they reach up and open the door is the health and safety impression. Right away they already have peace of mind and confirmed with you that you’ve done things that you said that you’re going to do. They open the door, throw that in the trash. They have a mask there that’s branded that they can wear. If they
don’t have their own, perhaps you’re gonna require them to wear yours, you know. I’m not sure how that’s gonna be. They look around and see that the staff has embraced the, you know, the social distancing. They look around and see antibacterial pumps within reach. You know, the chairs might be separated. It’s just all peace of mind and I think doing those things will help separate. I know you, a lot of you, are thinking about that too.
And lastly, you know, our promotional items, right? So, our staff is putting together kind of some health and safety promotional items and that’s gonna be ready. It’s almost ready right now, but just, you know, that the masks, and the footies, and the protective eyeglasses, and the face shields, you know, less expensive pens with good messaging on them, different things like that. So those are some opportunities too that we’re putting together for you and things to think about. So those are just some side effects, some comments I wanted to get through.
It looks like we have some questions and I’m just gonna click on the chat and look at a couple of those.
Sean, we’ve already made the list, if it’s easier for us to field them for you so don’t have to
One of the questions was: How long does it take to restart PPC?
Great question! And the good news is our PPC team has gone back into each one of your campaigns and has already adjusted some language and some copy to be empathetic in the messaging for our situation. So that is basically activated and ready to go. How long does it take? Less than 24 hours. We go back in there and switch that back on, run a couple of tests, get, you know, Google kind of absorbs that, and it gets up and running. It’ll gradually grow it,
you know, and be delivered more after a couple of days, but after that, you know, it’s, we’re ready, it’s ready to go.
If I could just also jump in on that really quickly? You know, Michelle, one of the things that, you know, they’ve really kind of been really great at understanding is we haven’t stopped them completely, so, you know, your PPC campaigns, if we’ve paused them, it’s literally a pause. We’ve dialed them back to like a dollar budget. And part of the reason why is because if you stop it completely or, if you officially pause it without a dollar amount in there, it basically, you lose all of the historical data and traction that you’ve actually gained already for your PPC campaigns. So we’ve been really conscious to make sure that all of that data and leg-work that’s been done over time is ready to ramp back up as soon as we turn it on.
Okay, next question! Can you direct us to a few sample videos that you think are good ideas to get us started for videos?
Yeah, our team has put together video ideas. There’s probably 12 or 15, and that’s gonna be on the sheet that’s under social media on our website. And just so, you know, the team and mainly Kristi has directed this, has created, you know, a COVID kind of checklist on everything that we’ve implemented, or if you’re doing some of the things yourself, some of the things you consider, there’s also some social media components that gives you ideas for videos. I know Dr. Lordo has been really consistent and active in videos. And Dr. Bowen and different folks up north have done a lot. But there are definitely some examples that are given to you on our
Sean, could we maybe turn on Siobhan and Vanessa and let them kind of give some feedback on that too? Because I know they’ve just done a great job of, you know, which videos are really successful for our clients.
I’ve unmuted Siobhan. I don’t, I can’t see the necessary…
Yeah, there’s been a few ideas, you know, if you want to get your staff involved, having them talk about their hobbies and what’s keeping them busy during this time that they’ve been away
from the office. You can have them talk about how to take care of your dental health at home. And now is a time really that you have time to record these videos, so even getting videos for the future, like asking or answering commonly asked questions about your practice. Now is a great opportunity to get that kind of content to use in the future.
Positive, like, upbeat videos have done really well too. There’s one on Dr. Lordo’s Facebook page. It’s just kind of Dr. Lordo, you know, recording like a beautiful sunset and he is, like, happy enough being, saying like, you know, positive things are coming our way. So really honing in like that, you know, there is stuff to smile about is also really great.
And that specific video that you’re talking about, I’m trying to look at the analytics. If I recall, that got some really great feedback, really good analytics on that, didn’t it? Okay, yeah, it organically, I think it reached a couple hundred people without Boosting it at all.
And then I ended up Boosting it and it reached like, I think, almost 2,000.
For how much money did you boost it?
It was $20.
$20. How many days are you running that?
I think it was probably like 10 or so. Something like that.
So think about that. Put that into perspective. For $20, if Vanessa Boosted that post for 10 days, and it’s already generated over 2,000 views, think of it. That’s invaluable! That’s a great investment. So those are the kinds of things that we’re doing for you on the regular. On a regular basis.
Next question. Sean, what sites are the best sites to link to to find quality employees?
Yeah, so that range is depending on what area you’re in. From a general perspective, Google also has a job board now too, so we can create a subpage on your website with a specific job that you’re looking for, are looking to fill, with the description and all that, and that’s an actual subpage of your site that has its own URL. Then, when people are specifically searching for a new job, Google will aggregate that page and put that into their job board as an option for them to consider. So that’s always a good thing to consider. The other thing is, like I mentioned before, Facebook’s job board has proven successful for a good amount of our clients. You know, so, what that is is basically implementing that into the job board and then you can create ads to put that and target folks who already have those types of titles or category-related information for what they’re looking for and get that in front of their feed. So I definitely recommend Google, and that’s good for the long-term too because it’s, even if you’re not hiring right now but you kind
of feel like you might need someone here soon, this is always a good idea just to keep the interest coming in. So Indeed is proven as well, but you know it kind of goes in waves and what works well and what doesn’t, and based on the inventory that’s out there.
Two of the other sites that I think are pretty common among the dental industry: Dental Peeps. Every city has a Dental Peeps Facebook group. That’s huge! So if you’re not already on that as a dentist, jump on it. It’s great! I watch my husband’s. He’ll be scrolling through it with me. The feedback that you’re getting, just the camaraderie, it’s a combination of dentists, hygienists, and anybody in the dental industry can join those groups. It’s a private group, so you have to, you know, request an invitation and then be accepted, but I see a lot of job postings going through there. And then you’ll have, you know, hygienists who may say, “I work for Dr. Lordo! He’s amazing! Definitely this position, come interview with us.” So just getting that kind of feedback is great. You know, adding that page to your website with a “Join us!” with that job posting, it’s a great link to put right there inside of your Dental Peeps. Dental Post is another one, really strong site for posting positions. The other thing I would suggest, and I’m jumping in on this Sean, sorry! You know, run a campaign with your own internal team. Give them a finder’s fee if they refer someone who is a great, you know, employee. Everybody is communicating with each
other. They know, especially in your community. It’s a small town. They know who’s working where. So ask them! Give them a finder’s fee. Let them do the work for you. You’re gonna find really, really quality candidates that way, and you won’t necessarily have to invest, you know, invest as much in the long-term advertising strategy.
Sean, one of the other questions from Dr. Eckert is: How long will we need to have the COVID page or banner on our websites?
Yeah, good question! That banner and the page will evolve, okay? So right now it’s really about the status of your practice and, you know, letting people know about, you know, what that’s all about now. We’re using that as the platform to continue to add content to because how SEO works is when you create a new page, it has to be indexed over time and, you know, when it is indexed and it starts to get traction on keyword search matches, you want to try to maintain that,
especially if it’s getting good traction, which Google Analytics is telling us that it is getting good traction, right? So we want to keep that page up and people are still gonna want to know what…how you’ve handled it. So the messaging on the banner might change, but we’re gonna have that click-through to the page and it’s going to be expanded with more content as you implement your health and safety guidelines and add to them as well. So the front will typically talk, you know, as layman terms as possible, as far as, you know, we follow OSHA guidelines, we always have. Our practice has been one of the most sterile environments before COVID, so on and so forth. Here are some of the things that we’ve done, and then, basically, a copy of all the strict guidelines, if you will. And then it’s just about a matter of time to understand, you know, how we’re going to maintain that page. But as COVID kinda goes out, off into the sunset, it might be a little bit more about, you know, your first visit. Because this could be a life-long type of a scenario. So can’t answer exactly how long, but it’s going to evolve until it kind of, you know, chain, just kind of goes away, if you will, but we’re gonna maintain the page.
One other question. We’ve got about five minutes left. Could you elaborate a little more about
the Schedule Champion? What are the lead generating services and platforms my team should consider and keep track of?
Can I jump in on that really quick before you answer? Okay. One of the things that we’re trying to do with our clients, before you get to the Schedule Champion part, one of the things we’re really trying to do with our clients is we want you to start running for us every month your patient
referral report. Dentrix, for example, is super easy to do. Eaglesoft, all you have to do is put your information in there. We want to know every month where your new patients are coming from.
And that’s a kind of a back-end answer to the second question. The reason why we want that information is so that we can utilize our own tracking mechanisms. Our Google Analytics and our CallRail that we have, which is a dynamic call and form tracking system and a call recording
system. We want to compare that to where you’re saying that your new patients are coming from, so we can really identify what those leads are and where they’re coming from. How many of your patients are coming from your PPC campaigns? Those are the kinds of things that we need you to send us so that we can be more accurate with our currently generating services. Sean, you want to jump in on that?
Yeah, so, on the Schedule Champion component, really, it’s just a title we’re kind of giving somebody to help, you know, help with all the scheduling and all the incoming opportunities that’s going to be coming, whether it’s existing patients or new patients. Customer Service, you know, conversion rates. You’re gonna have more opportunities. So that’s the person, you know, trying to ask you to be in charge of that. In terms of lead generating services, good question there. So digital marketing has foundational components to it. Those foundational components are your business listings or your Local SEO, your social media, and your reviews. Those three things right there don’t typically generate new opportunities for you. They’re not really lead generating services. They’re more pull-through, right? So, if someone says go see Dr. Smith, I recommend them, then they’re going to type in Dr. Smith, right? And look for you. So are you showing up on that search from a business listings perspective? Are you optimized on your Knowledge Panel? Do you have reviews? Because I’m going to look for your reviews. Are your reviews recent? Are you responding to reviews? Do you have a couple negative ones in there but you’ve responded to them and they’re surrounded by positive ones? All that thought process to make me dial or send a webform, whatever, might be… is what the conversion path looks like. So you didn’t really get in front of me, but you were there when I looked for you from a referral or whatever the case may be. So that pulls through those leads, right? Now, if I don’t have a referral, and I’m actually doing some direct search for a “dentist near me,” “best dentist near me,” whatever might be, then you can proactively generate opportunities by using Pay-per-click advertising, by doing search engine optimization, right? By doing paid business listings management. By doing online chat. You know, those are the lead generating services that you can use to get the phone to ring. Now, will they still check out your social media platform? Facebook Ads as well. Absolutely! Will they still check your reviews? Absolutely! But you’re in front of them now and it’s all about, again, you’ll hear it, you’ve heard us say this before, it’s about owning as much real estate as you possibly can on that first page of Google, right? If you can get on there four more times, your percentage of a click goes up tremendously, right? So if
you’re struggling with SEO on a really high-volume keyword that you want to get up there, you can balance that out by creating your Pay-per-click campaign until you get up there. But why leave it there? Because PPC, why get rid of it? Because PPC will drive SEO clicks, right? It’s that first impression that you make. I see, I type a keyword, I see your name, okay, well let me just check out everybody else, I keep scrolling down, I see you again on the Map ads, I see you again on the Google Local three pack, and I see you on one or more results of SEO. This person, this practice must be pretty good. I’m going to click on them. And then you take them to your website, and then as your website conversion rate optimized and all that other fun stuff that we won’t get into. So and all that is tracked through our systems, right? So we can tell you that this person clicked on this result and they called you, right? Or they sent a specific form and then that way it helps with the ROI tracking and look at the end of each month.
That’s it! it’s twelve o’clock.
I know! Time flies!
It does! Thank you, everybody. We’re gonna respect the time here. Again, I’d like to hear from you personally if you don’t feel that we’ve, you know, we’ve been there for you through this time. I’d be super surprised if I get those calls or whatnot, but I welcome them and want to talk to you about that. But I want you to feel super confident because I know communication can be tough on your end, also because everything that you have going on, but despite that, this team that
you’re looking at, a few that are missing or maybe on another slide or whatnot, have been working diligently and non-stop to prepare and be current with this whole situation. So it was great to do this, so hopefully it was helpful and informative, and please go to our website. We’re gonna send you an e-blast after this with the recording of this and also the link which was sent before too, to these resources that we’ve developed that should hopefully help you. So thank you so much and have a great rest of your week!
Dental Nachos – Covid-19 Marketing
K: Well thanks Ariel so much for having us on today, we really appreciate it. Sean do you want to kick us off and introduce us for a sec and then I’ll take it back over?
S: Sure! Thanks for having us, Ariel. always great to see all the fun and interesting content that comes out from Dental nachos. we’re whiteboard marketing, we’re a digital marketing agency here in Dublin, Ohio and just found out about dental nachos about six or seven months ago. I’m very excited to kind of partner with them but our company is interested in helping clients communicate to what’s going on today, in the COVID situation. a lot of states are reopening, including Indiana was just a couple of days ago on Monday, Ohio is opening up tomorrow, Friday. So just as quickly as everything shut down, it’s time to start ramping back up and
There are so many variables that are built around that’s gonna kind of dictate what pace that’s going to happen. But having a marketing company to be able to communicate – which we’ll talk a lot about today – I think that’s one of the top priorities that we that you should be considering and working on.
your patients are hungry for information on what your process is to tackle the health and safety measures and guidelines and so on and so forth. but as a whole, we build websites, we take every management of websites, we try to drive quality traffic through search engine optimization. Other advertising means such as pay-per-click from Google or Bing, Facebook
pay-per-click, to social media management, as well make sure you have good content flying in and out of social media at a certain pace and help you build online reviews to protect your reputation online and make sure your business listings are all cleaned up.
A lot of what you’ll see today is a little bit of you know how we like to offer you how we’ve tackled this pandemic and what we’ve done for our clients.
we’re gonna be able to provide you with that a lot of resources that you can look at yourself and Kristi’s gonna kind of go through a lot of what’s going on. You know, think about what’s going on now, is it’s changing in real-time. It’s just changing day by day. so everyone is looking for information. What we’re trying to do is provide you with the most recent information we can that we can provide and let you know what we’re doing for our clients and what you can do for yourself as well.
so she’ll take that here in just a second, and then we’ll recap with a few in comments for myself, and then we’ll open up to some QA, and go from there so I’ll put it back over to Kristi
K: Thank you. I’m gonna keep these little photo boxes up if they get distracting, just tell me to put him down. but it’s kind of easier to talk to someone than just a screen. so let me know if I should shut that down.
Thanks again everyone for joining us like Sean said we’ve really been keeping track of what’s been happening from a COVID marketing standpoint for our dentists since this happened. and we’ve been speaking about this in different webinars over several weeks’ time.
so if you’re following us and you’re seeing these slides, you will see that these are
different today. some of them are the same and some are different because we
are working on making the best recommendations for you on how to reopen
your practice and how to market your practice today.
Before, you know, we’ve had a lot of different phases and stages of COVID we are in the recovery and reopening process today. so that is definitely different from last week.
for example, so all of this is really going to be focused on marketing your
practice to generate revenue and to increase your cash flow because those
are the two primary goals that you’re going to have.
right now you’re all reopening up at a loss. whether you started on Monday on the 27th Colorado and Indiana or if you’re not opening up until the 15th, possibly New Jersey
possibly New York. so all of our clients all over the country really are really
focusing on building revenue right now getting your staff back in getting your
patients back in recall as well as generating new patients.
in order to do that we’re going to have to have a proactive rescheduling process and
you’re also going to have to have a proactive new patient acquisition campaign to do it.
marketing is a vital part of your recovery plan. you can’t afford to not market, you can’t afford to market before COVID, during the COVID process as well as right now as you’re reopening and beyond. it’s it’s got to be a part of what you’re doing on an everyday basis.
one of the things that I found really interesting, we were going back through our analytics. we had a couple of our clients that as soon as this shelter-in-place orders
kind of hit every state, a couple of our clients dialed back. majority of our
clients really stayed full go with their practice marketing strategies and budgets. a couple of them dialed back.
I wanted to show you the slide because it’s pretty interesting. This is a comparison slide of clients that did not market; who chose to kind of freeze their marketing strategy over the last 35 days versus the clients that did choose to continue marketing.
we have seen on those client websites that haven’t really done a whole lot everything has dropped. Their traffic has dropped via desktop, mobile, and tablet. the clients that are the
dentists that are continuing to market they’re seeing increases.
This is incredible; desktop increase of 116 percent. This is the average that we’re seeing from our clients. desktop right now is overtaking mobile search because people are at home. you know prior to shelter-in-place we’re really seeing mobile as the primary way that people were coming to your website so this actually also shows just the flop in terms of how people are searching as well marketing is key this slide shows it.
one of the things that we talked about today with our marketing team was how our patients searching today. so once we got the announcement last week from most of the states so that you were able to reopen and what that timeframe looks like, we started to see a big shift in
search as well.
I’m gonna go ahead and close this just so you guys can see this slide. If you look at this, this is the past 38-30 days the people who have been searching for dentists it’s spiked on the 23rd. That’s when most states announced some type of change or shift so that dental practices could be reopened and we can see that trend as patients are searching.
People who are searching for a dentist right now, they are actually dentists who have specific pages and we’ll be talking about those pages. one of the recommendations that we Have, If you haven’t already done it is: add a COVID 19 update page, add an Emergency dentist page. If you’re seeing dental emergencies if you haven’t already done that, people dentists that actually have those specific pages we’re seeing a significant change in the traffic to those specific pages on their website.
In 2019 most people, the average dentists we’re seeing their home page being landed on first meet our team, meet a specific doctor, about us, contact us, services, patient forms, and reviews those are typically in your top ten 2019.
2020 we have a lot of different changes here we’re still seeing the contact. we’re still
seeing meet our team, contact is moving up because they’re looking for something to do immediately. emergency dental pages, COVID pages so this just goes to show you that not only are people searching but they’re really searching for things that are related to COVID we did a we did.
our SEO team today gave us this slide. this is how people are searching today instead of just searching for a dentist, people are searching for dentist PPE. and the reason why that’s important is because not only are people searching but search has changed in terms of how
people are looking for dentists, what values they’re looking for. They’re looking for a safe dentist, a dentist that has PPE, a dentist that’s safe to go back to. so it’s important that you incorporate those types of strategies into every aspect of your dental strategy.
One of the other things I wanted to share with you because this is just really interesting we did an analysis of all of the calls that have come in from all of our dental patients and our dental clients as well as an increase in contact forms just to give you an idea of how important it is to continue marketing.
We dental clients alone have received over 3600 phone calls since an announcement April 23rd. you can really see a spike in phone call traffic. patients are starting to call your practices. What was really interesting is calls were coming at all hours of the day some of them were coming at between midnight and 2:00, 4:00 to 6:00. not a whole lot you know between 8:00 a.m. and noon on some of these days. This is kind of day-to-day. We also saw a spike between 4:00 p.m. and then another early morning at 6 a.m. and 10 a.m., 8 p.m. to 10 a.m. spike.
one of the things that that’s telling us is if you have a way to track your phone calls through your marketing company or if you’re doing dynamic phone call tracking, ask them for an analysis of when patients are calling your office and make sure that you have someone there answering your phones. clearly you’re not gonna have someone there at 2:00 a.m. but if it’s during the workday, if it’s 8:00 to 5:00, or the hours in which you’re there, make sure that you have
someone answering your phones during those days so that you can answer current patients calls and you can convert prospective new patients.
same thing with contact forms patients are submitting forms on your website. We started to see a significant spike in our website forms for our dental clients meaning they are ready to schedule with you. again, they’re submitting contact forms at all hours of the day. and Sean will touch on a little bit at the end why that’s so important to respond to those as quickly as you can so I won’t even touch that.
to give you some of the data that we just showed you we’re using a lot of different channels. Google Trends is a great one, Google Analytics, Google my business insights. you all have access to your own Google my business insights, your Facebook insights, and any dynamic call tracking and form tracking analytics that you have to make sure you’re using those insights as part of your ongoing strategy.
to get you ready to promote and market today and moving forward as your practice reopens you’re going to need to be doing three things; identify the key operation steps that are going to impact not only the things inside of your office but how you will market, identify the messaging around that, and then build your steps around that.
Operations decisions to consider. This is something that we’ve recommended to all of our all of our clients. Are you extending your hours and your days who is your team member in charge of your infection control process what infection control protocols are you continuing to implement? go ahead and make a list of those things if you haven’t done that already. whether you’re open already or not, those things are really important and we’ll kind of explain why as we move forward. these are these things are also really important; add some additional patient
accessibility options to what you’re doing today. After a patient plan, you’re going to need to be able to offer ways to make your dental services and treatments affordable to patients who have been out of work.
add online scheduling, so that patients can go ahead and schedule on their time for their
hygiene appointments. add online bill pay to your website. It’s so easy to do and it’s another way for patients to actually pay their bills online, which just generates revenue for you. add online patient forms. This is one of the things that the CDC has recommended is that you convert all of your paper forms to online digital so there is less transfer of bacteria via paper. so make sure you add your online forms, make sure you ask your patients to submit those forms prior to coming to your office.
consider looking at your patient referral program. you’re gonna have to canoe gonna have to continue to generate new revenue and new patients your existing patients are the best way.
consider adding something like online chat so that you have one more opportunity to answer patients questions and to convert these are all just great patient accessibility options. there are also really great opportunities for us to, as marketing people, to communicate those things on your website through your social media through your pay-per-click advertising just really
great opportunities to communicate those things so it’s important that once you make these decisions you let your marketing people know.
Your messaging; this is so important make sure that when you’re communicating to your patients. whether it’s through social media or on your website or whether it’s through your phone calls. whether how your staff is talking, that the first thing that you’re communicating is that we care about you, and that you are safe. That you are safe to come to our Practice.
If you are communicating extended hours make sure you position it so that they know you’ve added those hours so that you are patient don’t have to take time off work to come see us. let our pet let your patients know how you’ve changed your sterilization protocols because you care. what is the new normal check-in process are you asking patients to wait in the car are
you asking them to submit their forums online are they texting you when they get there or are they checking in through some type of an app?
so you know make sure you’re communicating all of those things on every channel that you have. Your recovery marketing plan really needs to include six come opponents; the top three are your most important, the bottom three are almost equally as important. but if we have to
give you some priorities for the top tier, what we’re going to want you to focus on right now. that includes your website and all of the content that you’re writing for search engine optimization. it also includes your local SEO primarily your Google my business listings. and we’ll talk a little bit about that.
Your social media marketing is so important right now. That’s usually the first thing that gets cut and it’s usually it could possibly be the last thing that gets added back into your budget. because you think that you can have a hygienist do, it you may have an extra ten minutes, or a front desk person, or your daughter may be home from college and she’s gonna pick it up for you.
you know we are finding significant traffic engagement questions from dental patients who are on their dentist’s Facebook pages. So we’re gonna recommend that you take that back and tell you that if you’re going to have someone internal do it, make sure that they are devoted to it a significant part of their week. It’s not just something that they can do ten minutes at a time.
Google pay-per-click advertising we’re gonna talk a little bit about that as well as really re-engaging your reviews and reputation management and your calls emails and text messages just your general communication to your patients.
one of the things that I just want to show you as we kind of talk a little bit about these six things is how those things play out when someone searches for a dentist on google. These are your pay-per-click advertising. Those are the top parts of the Google search page when you when someone is searching for a dentist. if the next time you search take a look at the left hand corner and see if you can see something called ads. This is your Google map. you
can also advertise on the maps. This is your google map listing it’s also what we call your Google my business page. so when we’re talking about your GMB page this is where your GMB page or Google my business page shows up. all of these things below the map and the Google my business listing these are all where your organic or your on-page SEO really has an impact. what you’re writing on your website. all the different strategies that you’re doing to make
your website shows up when someone searches.
Let’s talk about website first because that is your organic SEO. If you haven’t done so already, add a COVID-19 update page. It’s not too late you know we were having a lot of our clients beforehand we were adding those pages for them as soon as a shelter-in-place order came to life for those specific states. It is just as important now because it gives you an opportunity to update the status of your practice. even if you for example our Ohio dentists they’re able to open up tomorrow. some of our dentists aren’t opening 100% tomorrow. they may be opening a hundred percent may eleventh because they have to get the correct PPE and they have to get their entire hygiene team back into place.
so those are the kinds of messages that you can continue to update on that COVID page and people are searching for them. and an FAQ page this is more of an ongoing strategy. one of the things that we recommend when you build a website or when you’re doing SEO, is that you add a general FAQ page. and that could be things like what are your hours. and even though they may be on a different part of your website it’s a page that Google really sees. They like FAQ pages. it shows that you are you have relevance and that people will look at those pages and the more relevant you are the more likely you are to show up on google.
you can also add some of your COVID updates to your FAQ page add an infection control or a safety page to your website. if you don’t already have that or a sterilization page for example.
ADD that page in write what your infection control and sterilization protocols are conveying that you care. convey that your lab or your sterilization lab is up-to-date 100% of the time. or if you have the state-of-the-art sterilization protocols or if your hospital grade sterilization, make sure you’re including that in there for your patients.
if you’re doing TELE dentistry connect your tracking service to your website so patients can click on it from there. and part of your infection control protocol you may also want to include what your post COVID visit looks like from a patient Standpoint.
things are going to look a little different when you come to our office we’re going to ask you to wait in your car. text us when you arrive. We’ll greet you, we’ll take your temperature well, we’ll put a mask on, we’ll have you put hand sanitizer on, will walk you to the operatory or treatment room.
explain to the patient what that looks like. how you’re dressed differently what different PPE are you wearing now than what you were wearing before COVID 19 happened. so that you can give them an idea of what to expect. It’s also great content for your website and it provides great search engine optimization and keywords to help you show up when patients are searching for PPE dentist like we showed you Before.
one of the things that we’ve done for our clients, we highly recommend this. and add a banner to the top of your website if you haven’t done so already. you know these banners it’s really interesting they have become really powerful for our clients.
we haven’t we didn’t really add them prior to this. we’re planning on keeping these banners as long as we can because we are seeing significant clicks on that banner. so what we’ll probably do and what I’d recommend that you do for your own website is change this content now that
you’re open or when you open to say learn about how we’re keeping you safe read here and it clicks to your sterilization or your infection control protocol page.
so really continue to use that banner once you put it on your site to really direct patients to exactly where you want them to go. I know this seems kind of overwhelming as we’re talking to you about what to add to your website. but if you have a website you either have a marketing company that is managing your website for you or you have a website control company who is hosting your website.
take this list that we’re giving you email them and say, please add these pages to my website right now and they can do it for you. They may need to ask you to write a little bit of the content. I’m not sure how that relationship works. Every relationship is different but you can simply email them and ask them to set these pages up for you and they can do it for you.
when you’re adding more content to your page make sure that you’re also like we talked about your COVID update page AND your protocol page. add relevant keywords that patients are actually searching for that will help your patients and it will also help Google find you. safe dentists for example if you look at the past 30 days this is just a quick snapshot people are searching more in work for safe dentists ever since April 23rd he saw a decline and then we saw it popped back up.
also, add specific questions and answers that your patients are searching for. This was actually a Google Trends search that we did and these are some of the things that patients are searching for today we literally pulled this data for you today.
the number one search right now is “is it safe to go to the dentist coronavirus? Is it safe to go to the dentist now? is it safe to go to the dentist during coronavirus?”
well these keywords all may seem different you’ve got you know two or now or during, make sure you’re adding these sentences these questions and answers into your website this would be a great question and answer to put on your FAQ page.
the next strategy that we’re going to recommend to market your practice now and Beyond
COVID 19 is really focusing on your Google my business page. if this were a pre COVID 19, we would really be talking to you about the importance of local SEO in general. making sure that your name address and phone number are consistent across all directories across the web including your BING your Google my business page Yelp. all of the different directories that you’re listed in health grades Facebook.
today we are all very important and we really want you to focus on those right now though, today we really want you to focus on your Google my business page. because people Google considers dental practices to be local businesses. so everything that you’re doing to your Google my business page, Google is pulling. and there that’s what they’re using to help
you show up when patients are searching for a safe dentist near me, or PPE dentist near me.
This is the example if you don’t know what a Google my business page looks like. This is the front end. so this is what the patient sees. so if you just go into your own website browser and you just type your dental practice name, you’ll actually pull you should pull this same thing up for your dental Practice. This right side right here is called a knowledge panel that’s the front side of what your Google my business page looks like it has great stuff on it reviews, it has a location, it gives hours it gives a phone number all of these great things connects reviews from the web,
as well as some other things that you can’t see. but if you scroll down on your own page you’ll see them.
the back end of your Google my business page, if you haven’t already claimed your Google my business page you need to claim it now. it really is something that you should be doing on an everyday basis.
if you have a company that’s doing it for you if you have a marketing firm that’s doing it for you, reach out to them if they haven’t already contacted you and make sure that some of these things are already in place for your own practice.
ask them to add your COVID info URL link. that will show up on your Google my business search if you are doing tell a dentistry or if you’re going to continue to do tell a dentistry now that your practices are open or you’re in the process of reopening, add that teledentistry link right.
here those are really really important for search and Google’s giving you that free space to
promote those things. ask your marketing company or if you’re doing it yourself to post on Google my business posts this is literally free advertising. Google wants you to post COVID 19 specific updates. they want you to add just general updates, or even add an event. this can be around COVID or it could be something else. for example this one right now down here is we posted this as an event for one of our clients because it stays up longer. events stay up as
long as the date is showing.
but you want to submit these posts and then you can also add a call to action to it just right down here so the patients can actually click and book an appointment or go straight to that webpage.
The fourth opportunity that you have through Google posts is to add an offer. Right now probably isn’t the best time to add an offer unless you are aggressively seeking new patients. if you are add one of your offers if you’re doing complimentary whitening for life or a free consultation for a dental implant.
those are the kinds of offers that you can add there and those will also show up on the front end of your Google my business page. this is the back end. This is what the front or the patient side looks like. so this is the knowledge graph that I showed you before. if you scroll down a little bit you’ll see how these whoopsie you’ll see how these posts end up populating. so they’re really
important because they show up on a patient searches on mobile, tablet, or even desktop.
Social media marketing really is one of the most vital tools that you can be using right now to communicate to your existing patients as well as to prospective new patients.
you know it they they’re you we really want you to focus on Facebook as a priority. Facebook
Garner’s as of February we use a site called statista as a February Facebook garnered 43 or 46 percent of all social media market share. that was in February Facebook has blown up since COVID 19. The majority of people who are on social media are spending their time on Facebook. I can’t even imagine what that market share must look like now be really interested to get those statistics here in the next couple of weeks.
things that you can do on Facebook. you can change your cover photo for example. let patients know that your office is responsibly opening. this is a great keyword responsibly safe you’ll see these repeatedly and some of the posts I’ll show you. for some of our dentists that aren’t necessarily opening tomorrow if they’re in Ohio for example, we’re saying they’re responsibly reopening at a specific time. this is an Ohio dentist they could open tomorrow they’re reopening on Monday. so it’s okay to postpone that opening just make sure you’re communicating that to your Patients.
post general posts again give some specific information about what that looks like for your patients. post a photo with your opening date. continue to add these kinds of things organically without paying for it. You can see how many people are actually reached from this; seven hundred and nine people actually saw this photo just a few hours after it was reached. people
155 people engaged with it. that means they liked it they followed it they shared with it where they commented on it.
so getting that engagement is really important these are just some examples again these are just some general examples to make it really easy for you to put posts up on your Facebook page. this is another really interesting concept, one of the things that you should be doing on your Facebook page is monitoring all of the different comments that people are making on your page.
set up your private messaging on Facebook as well so that patients can message you directly on your Facebook page. make sure you’re commenting this is an example of a patient that posted a question and then we responded for that specific dentist. and then you can kind of see other people will chime in.
this is another patient who or another person I’m not sure if she’s a patient or not another person who then posted how wonderful they are. So you’re gonna start getting that kind of feedback the more engagement and more comments that you have the more people will actually see your posts on an organic standpoint.
boosting your posts is also extremely important. so for every post that you have, you have an opportunity right here to boost your posts. When you boost a post, basically what you’re doing is you are making a short-term advertisement to reach whatever population you’d like for to reach.
we recommend when you boost your posts that you boost to an audience that looks like your existing audience. so if the majority of your patients are forty-five plus we’re going to recommend that you boost that to people who are 45 and older, potentially within a specific radius of your practice. we typically recommend five miles because people unless you’re a specialist people typically will only travel between three to five miles for a dentist.
but you can also change that you can boost anywhere from eighteen to sixty five-plus. you can
focus on women. there are different things you can do inside that demographic. once you press boost it’ll ask you for a budget. we boosted this post for example for thirty dollars for a seven day period. This is the reach we generated a reach of seventy seven hundred people. meaning we reached seventy seven hundred people who were between 35 and 65 plus within a
5-mile radius of this specific dental practice.
so you can really effectively and affordably reach a lot of people by boosting your posts.
it’s the same strategy with Facebook pay-per-click advertising. you can do the same thing. you can focus on specific demographics. we are recommending that you also start your Facebook PPC campaigns back up again if you haven’t already. and they can kind of go hand-in-hand between Google and Facebook. so I’ll touch on Facebook here in a second. I will really focus on Google for a minute. and then it’ll kind of make sense why Facebook is second. if you have been focusing on Google PPC which is the top part of that Google search photo that I showed you, restart your PPC campaigns right now.
it’s really important we’re seeing some significant traffic on the Google PPC campaigns that we’re running for our clients. especially since clients are opening up. since the 27th, we’ve seen a significant increase in phone calls and clicks from those Google pay-per-click calls from those Google pay-per-click ads.
we do recommend that you change your ad copy and focus more on COVID related messaging. things like we’re now scheduling for an appointment in mid-may or looking for a PPE dentist? we are safe.
put that kind of verbiage inside of your ads because those are the search terms that people are
looking for and you want to be able to show up in your market when someone searches for that specific term.
right now is also a great time if you haven’t started pay-per-click advertising to invest in pay-per-click advertising on Google. cost-per-click meaning the amount of money it costs when someone clicks on your advertisement, is low right now. because so many businesses have stopped advertising there isn’t as much competition in the marketplace for that specific keyword. so again if we’re searching for PPE dentists near me right now is the time to advertise because a lot of people aren’t doing that. so you can essentially get more bang for your buck.
We typically recommend that you start out with a budget of $1,000 per campaign. That seems high possibly but it’s not. it takes that much money to actually reach all of the patients that
you need to reach within a month’s time period. so that’s $1,000 a month within the market that you want to attract. We find with our clients when dentists advertise for less than that when their budgets are 500 and less there does not really generate much reach for it . they may be getting one or two conversions meaning one or two new patients. that increases exponentially when you increase the budget to a thousand.
If you want to do the same thing with Facebook advertising we typically recommend that you start with 250 $250 per month per campaign. and Facebook PPC is very similar to Google PPC. but you’re going to do it on your Facebook page. so you can establish campaigns. whether it’s a
new patient appointment, or a dental implant campaign, and it runs consecutively for that month. as opposed to boosting which is just a short time boost of an ad.
These are kind of our recommended budgets. we really recommend that you start running those now if you haven’t started already.
the other two things that we really want to talk about and then I’m gonna kind of turn it over
To Sean, reviews and reputation management. Now is the time to start your reviews campaigns back up. if you pause them a little bit during the COvid pandemic but you were maybe only requesting reviews from emergency patients, that’s great restart your review campaign.
send a review request out to all of your patients whether it’s through your patient communication system like a solution reach or an or a revenue well or Jimmy enforce things like that. Go ahead and start sending those review campaigns out. we are finding that the review campaigns that we’re sending, we’re getting some great responses for our clients. on patients especially who have been seen during emergencies are so thankful that their dentist has seen them with care and empathy especially during COVID 19. Those are the best types of reviews that you can get. so really start being aggressive again about asking for those for those
reviews from patients. whether it’s in office whether you’re putting a button on you’re having a your staff put a button on their clothing of course they are going to be wearing PPE so there are probably some better solutions to that, like a sign.
but make sure that you are promoting those reviews with your front with your staff and then asking your patients for those reviews. I’m also, make sure that you’re monitoring and responding to every review that comes through. Google wants you especially to be responding to reviews. and Google has actually come out and said that responding to reviews does have an impact on how you show up on your Google map listing.
respond to all reviews even if they’re negative please respond to them and respond to them quickly. we could get into a whole conversation about how to respond to reviews and a whole review strategy but we don’t have time for that so we’re just gonna say to you to ask for them, monitor, and respond to them.
one of the things that’s kind of interesting is you know Google for a while really when reviews were becoming a really big deal Google was really not wanting people to be asking for reviews in bulk. For example, they didn’t want you to ask for review straight from your dental practice. they’re okay with you asking for reviews from your dental practice as long as the patient is
making that review from their cell phone. Google’s also now asking you to ask your patients in bulk for reviews. so at the back end of your Google my business page where I showed you where this posts were there’s also an opportunity from Google to request reviews. they’re actually giving you a link that they want you to share on your Facebook page, your whatsapp, your Twitter page and even send via email. so that they can start seeing more and more patients reviewing your practice.
what Google doesn’t want you to do though, they don’t want you to incentivize patients for reviews. and they also don’t want you to ask patients for a positive review. so they really just want you to ask all of your patients for a review.
patient communication right now that’s probably one of the most important tools that you can use right now is patient communication to talk to your patients. How can you do that? we’ve talked with you already about adding things to your website. we’ve talked with you about
posting your messages and things on your social media pages. the other things that you can be doing, you can be sending out emails to your patients. The CDC gave you actually I think was the ad a the ad a sent Dennis a toolkit link actually. We are seeing a lot of our dentists wanting to pull the exact verbiage that the ad a provided and send an email to all patients. letting your patients know about your sterilization and your care and your concern for their safety and that of your staff.
send an email to your patients about that. send an email to your patients about what you’re reopening looks like, when are you reopening, are you changing your hours, how are you more accessible, send some consistent emails to your patients, give them an opportunity to reach back out to you via chat add a chat on your website. Sean I’ll probably talk a little more about that.
but make sure that your chat system is set up to answer some of those general questions and provide some of those messages. you can also send text messages to your patients if you’re using a patient communication system. You know there are different opportunities within there to send group text we’re still here. We’ll keep you safe we’re looking forward to caring for you soon.
you can also use those chat features to communicate to patients when they arrive at your practice. so for example send a message to all of your patients the day of your practice the day of their appointments. so go through all of your appointments in the morning, send a group message that individually reaches each patient, and say we look forward to seeing you today at your appointment. please remember to stay in your car. Please text us when you arrive. then
they’ll know that they can text you that keeps your front desk team off the phone and then the front desk team can then text that patient back when they’re ready for that patient to come in the door. so it’s a really efficient way to communicate. communication is going to be key on every level of your marketing Strategy.
I know I’m kind of running out of time for you, Sean so I’m gonna kind of hurry up here.
tracking and analytics this is so important we’ve already said you’re operating at a loss right now you are reopening at a loss right now. Every penny you spend is important, every impending invest in generating new patients is vital. make sure that you are getting an ROI for your investment. Track things like Google Analytics. have your website or your marketing company add Google Analytics to the backend of your site so you can see some of those statistics that we’ve shown you in terms of how people are searching, what pages are most common on your site. add dynamic phone tracking inform submit tracking to your website. That’s such a way to track how patients are coming to your practice. For example this is an example of a call log of dynamic phone tracking. you’ll be able to track what patients came to know from Google ads,
what patients came through from your Facebook page, or from your Google my business page, what patients came through from directly from your Website.
so it gives you an opportunity to analyze campaigns and see where your spend is generating the most conversions and the highest revenue generation for you. and then you can kind of reallocate your budget based on that.
look at the back ends of your social media insights to see how patients are engaging. how
many followers you’ve got, and then try to post messages like that consistently.
look at your patient referral reports. one of the things that we’re asking our clients to do is to run a patient a new patient referral report every month, so that we can see where those patients are coming from. we can compare it to our tracking and then we can set some goals for you. if you’re trying to generate 15 new patients a month, where are they coming from? How many came from your PPC campaign? how many from organic? and then if we reach those goals
each month let’s let’s extend those goals or if we didn’t reach those goals what can we do to tweak that specific strategy for you?
so tracking and analytics is vital for you. I’m gonna go ahead and jump over to Sean so that you have a little bit of time to talk sean if you want to also talk about adding marketing strategies that’s great. I’ll hand it over to you
SEAN: yeah thank you great information as usual uttering your current marketing strategy. Here’s some nice resources that we’ve built and posted on our website that you can download. Free resources. and one one of those resources is actually a kind of a worksheet to help you identify your current marketing strategy.
and you know, maybe identify some opportunities to grow in. evaluate your current marketing
partnership. different things like that. so it’s a tool that’s a whiteboard marketing website as well. as you’ll see some talking points that our team has come up with obviously messaging and communication is a continued priority.
and people are going to be asking questions they’re going to be wanting to know certain things and to develop talking points so each one of your staff members is on the same pages is important. so they kind of went ahead and created a little bit of a sample that you can put your own flavor on. That’s a resource that’s up on our covid nineteen website page on our website as well.
and there’s also kind of a post cover marketing strategy checklist as well. so it would take hours
to go through all of it and today we have a you know a quick hour. but a lot of things that Kristi had mentioned will be on there amongst others. so a lot of a do-it-yourself type of opportunities or things that you can challenge your current marketing company to to help you with. or if you feel like you just aren’t getting the attention that you need, you know you need to evaluate that partnership as well.
but a communication and continue to you know expand on that. you know one word i’ve been thinking of on the past couple of days and talking with our team about is is confidence.
and i think there’s two different types of confidence here. just there’s the confidence that you need to have. that things are ramping up positively. you know given the variables that we can’t control. we’re not gonna think about those things. We want to think positively and think is if we’re ramping up in a good direction, good Trajectory.
But your confidence, you know how do you gain this confidence? um well you know attending webinars like this, doing a lot of reading, understanding the statistics and analytics. although they can be overwhelming and daunting. There’s one thing that we shared with you earlier and that was the calls were up 21 percent from this week compared to the same date last week.
so that’s a great signal. wasn’t just a couple hundred calls we’re talking thousands of phone calls that we track. and we’re so we’re seeing that people are calling in and I’m trying to find out what this situation is.
so that right there should build your confidence that you know you’re building it right. it used to say if you build it they will come. now you’re you’re building it they will come but you have to tell them that you build it. and tell them how you build it and so that they will come. because you have to reinvest the time it takes that to gain confidence and your patience to come back.
and right now is a great time to acquire new clients. so there’s no question about it. so building that comes and having that self confidence in knowing this is a good time because that’s what this. The data is telling us the data is telling us that there’s less competition out there right now. There are patients that are unfortunately uncomfortable with the health and safety measures that their current dentist has taken or not taken. so they’re gonna be looking for another dental provider. there’s no question about it. And this search tells us that. The search tells us that there’s certain keywords that are Changing.
right search habits change. new keywords come up. and that’s what people are searching for. keywords associated with health and safety. And so as are you currently creating content? Are you creating posts? are you creating information that’s gonna match up to those searches that are out There?
It’s a data-driven model. so have confidence that that is happening. so if you have started your pay-per-click campaign and you haven’t stopped your marketing and you continue to do different things and all these different levels of digital marketing, you should be in really good shape.
or your position yourselves to be in good shape. so I think there’s room for what I’ll call professional aggressiveness. right there’s there’s room to get out in front and out front of your competition. and it’s not too late to integrate a lot of these things. it needs to be done quickly. but the data is showing also the forms are tracked too.
so if I’m interested in contacting you, I may even call you, or I might just fill out a form on your Website.
The forms have been up 29% almost 30% from week over week. – so that’s another good confidence builder for you that you know that that’s showing some activity out there. You know, the resources that we have, I mentioned before are great to kind of consume. they can be overwhelming and daunting but you know use those for a lot of the things that I just Mentioned.
and the other thing too with confidence is your patient confidence level. right. so there’s gonna be a mix of folks I think we all know there’s gonna be a good amount of people who are just ready to come see you. you know they have issues going on they need to address and they’re going to be taking the precautionary measures themselves.
but it hasn’t prevented them to not come in. right so they’re to come see you. and then there’s gonna be that batch of folks are a little bit hesitant. so you know creating the confidence in
those folks that you know “the dental office is one of the most sterile locations that there” is. and not only were we following sterilization OSHA guidelines CDC guides before but here’s all the different things that we’re doing you know and on top of that.
and working with your marketing partner to exceed to extract that information from you so that you can deliver that and build up confidence in your and all of your patient base. And there’s a lot of other things that you can do it can be it should be literally a top priority.
your reviews great opportunity to get people to talk about their experience. post covid 19 so if you open up on Monday or if you open up next week right and you set everything up right for your post for your patient journey and the time of COVID or whatnot. and you’ve communicated to your patient basis, this is what they can expect. if they actually experience
that or very close to it ,and then and then updating your messaging to request the review.on how to request it do you think that we did a good job for you today that you felt healthy and safe? you know safe right did we do a good job if so please leave that review for us one of these locations it’s a great time to build that. because that’s gonna build confidence in other patients that, number one could be new and they’re they’re checking you out, or two, your existing
patients they’re a little bit hesitant for coming in and now they feel safe.
maybe they believe you because it’s a testimonial. so great time to ask for reviews. it just depends on the messaging on how you request those reviews.
Social media a huge platform for generating and building confidence for your patient base and your possible new clients as well. you know videos have been tremendous of late the past few weeks. and and just think if you’re a patient, you’ve got a video from your dentist: we just completed day one we’ve just opened up it was a successful day, we saw seven patients and everything worked out. we had a couple kinks here that we fixed. but I’m really excited to continue to see our patients. we missed you so on and so Forth.
The next morning we’re getting ready to start day two. It’s gonna be a good day. We have 12 patients on the books we already have our first one. I’m getting ready to come in so I’ll report back later at the end of day two, day, three day four, just building confidence. they want to see you they want to hear from you they need that extra level so that they’re going to you know continue to come in and tell their friends and family about it as well.
boosting posts during this as well in social media .So if you’re not going to do videos there’s nothing wrong with pictures. pictures with your staff that have embraced the health and safety guidelines that she that you’ve implemented right. and then it’s about distribution of all these assets across the digital platforms .
you have Google your Google posts, you have social media Facebook, Twitter, Linkedin, Instagram, you have your website and your COVE pages. so many different areas and that will feed into different folks search habits as well. e- blasts right if you create a video you have a patient
database. it’s easy to set up a MailChimp or Constant Contact account if you don’t have one already. get that video get that content get your plans and how you’re reopening. blast it to your patient base. get that then on your Facebook announcements as well. so there’s all these different areas. trust me they want to hear from you. They want everyone to be hungry for information on how they’re gonna get their life back together and that includes their relationship with their website. so communication communication communication that will help with confidence in both yourself and your patient base.
and now I have a couple of minutes. there’s a couple more things that it’s one a mention to you
K: questions to once you’re done with that
A: one we have we have another webinar at 2 o’clock. so did you want to address some
of the questions now?
S: we had here number one was
- What pages do I need to add to my website to show up in Google?
I wish it was that easy to just add pages to show up on Google. so ultimately it’s about what you want to show up for. And there’s tools out there to kind of help you understand where your website actually ranks in terms of Google’s view. and then it’s a matter of “okay well you know I’m looking to show up on Google obviously on the first page because no one’s going to the second or third fourth page”. and you have to also have realistic expectations. when you want to show up on Google that’s typically in relation to search engine optimization. and that doesn’t happen overnight. That is it, that’s a drip type of campaign that you have to invest then and continue investing in and realize that you may not show up for several months depending on lots of different factors. there’s another way that you can you can show up for the keywords you’re looking for and that is basically paying your way immediately through Google pay-per-click. so if you want to show up on the very top under certain keywords that are searched that are going to demand volume and in-demand clicks and phone calls and things. you can use pay-per-click while you’re working on your SEO. and then we recommend doing both when you get there .
K: and you give it so an example of that would be if you want to show for dental implants you know you’re gonna really need to be focusing on your dental implants page on your website. but then from an immediate standpoint, then you want to run an ad about dental implants that’ll show up on Google pay-per-click at the top. so that way it kind of gives you an opportunity to show up until your SEO catches up . go Ahead Sean sorry.
S: if you’re doing your own marketing and want to start pay-per-click, how do you go about doing this?
so Google has developed a dashboard. essentially you can just go to you know Google pay-per-click campaign. you can search all different types of keywords just to show up on it. and they will gladly provide you a step-by-step tutorial on how to set up your Google pay-per-click dashboard. so it’s literally just filling out information including providing them your credit card and then you build your ads. and you know there’s plenty to do with it. it’ll take you a good amount of time. and if you’ve never done it before, chances are you know they make it very simple to start up. but you know you need you I would I would I would suggest that
you get an expert to really set everything up for you and provide a budget and perhaps you can take it over after that. but they make it very simple to start up.
and another question is where do I ask for reviews?
lots of different areas. kristi showed you a clip there before inbound your Google my business page. we can copy a link and put that on your Facebook page. you can put that on your MailChimp to blast that out to ask for views. you can email folks that link as well. If you go to your own Google my business page on the right side there where Kristi showed you and it says write a review you, can click on that and that’ll open up where people can leave you a review. so you can just copy that link and send that out as well. You can also do that through Facebook and there’s just links to kind of use to do that as well so.
A: awesome this was such great information we really appreciate you guys joining us today we just have to hop off for another webinar but maybe we can do another like 30-minute session to answer some more of the questions and review some of the things you did guys didn’t get you today.
Florida Dental Association
Hello. First, I’d like to welcome each of you to this webinar. These are truly unprecedented times that we’re living through, and hopefully the information such as what you’ll receive in this webinar today will help you navigate through the turbulent. The leadership and the staff at the Florida Dental Association, have been working hard to ensure the most up to date information is presented to our members.
You have probably been receiving the emails and the alerts and hopefully you spent some time on the newly developed section of the Florida Dental Association.org website about the coven 19 pandemic. Another example of the FDA’s initiative is this webinar.
The overwhelming response for registrations. We have over 400 shows. That is information that our members are looking for, and we’re glad that you’ve taken the time to join us today. Be on the lookout for the coming days and weeks for more updates and resources from your FDA team. Today’s webinar is brought to you by the Florida Dental Association’s committee on conventions and continuing education.
Before I introduce today’s speakers, please know that all attendees are muted and cannot be seen. If you have any questions, please refer to the Q and A that is on the bottom of your screen. You will be able to ask your questions throughout this webinar, and our speakers will have a time at the end of the webinar about 10 to 15 minutes to answer those questions.
If you have a question as we go along, please feel free to pipe in, whether it’s in the chat or the Q and A. Now I’d like to introduce today’s speakers to you. First, Ms Kristi Simone. Kristi has 15 years of extensive experience in dental practice marketing and currently serves as whiteboard marketing’s Chief Marketing Officer.
Miss Simone manages all areas of marketing at Whiteboard Marketing, including project management, brand-building team strategy, and client service. Our second speaker today is Mr. Sean White. Sean is president and CEO of Whiteboard Marketing, founded initially as a TV production company that specializes in dental practice and small business partnership.
It has evolved into that. Sean’s experience is broad based and includes all aspects of client service. We’re glad to have them with us today and you at a time that is so critical for our industry. It is my pleasure to introduce Ms Kristi Simoneand Mr Sean White.
Hi everyone. It’s nice to meet you virtually. Uh, we look forward to reviewing some, uh, post Covid marketing strategies to help get your practices up and running when you can reopen. Um, and we look forward to the questions that you have as well so we can make sure we answer them for you.
Emily, are we ready to get started? Okay, great. Um, I could share my screen if you’d like, and, um, kind of put our slide presentation up on the screen if that works for you, Emily. Okay, great. So I’m gonna go ahead and click share screen for my side.
All righty. Let me go ahead and turn our slide show on, and then, um, I’ll just kind of go over, um, our presentation with you today. Um, and we, we have some slides to kind of help with the talking points. Um, and then really we’re really looking forward to those questions that you have too, so we can make sure we get those answered and move forward. With you.
Let’s kind of start off first with where we are right now. Um, in Covid world, um, you know, we kind of started off shelter in place, you know, six weeks ago where all of your practices were, you know, really, um, shut down except for emergency care only. We had a lot of dentists that, um, completely shut down their offices and weren’t even treating emergency patients.
Um, and then we had the majority of our patients are. Offices that we’re continuing to see emergency care patients. So, um, that was really our first phase. Second phase was, you know, kind of the, the second weeks after that, we’re, we’re all kind of awaiting recovery, kind of getting used to what this , post Covid life seems to be looking like.
Um, the next step is recovery. Right now, Florida dentists, you know, could potentially reopen as soon as May 8th, just based on what your, your shelter in place order is right now. We don’t know what that looks like. We don’t even know if it’s going to be May 8th.
Um, we’re really in between two and three. Right now. We’re kind of two and a half. We know at some point we’re going to recover and we know at some point you’ll be able to reopen your practices. Um, we don’t necessarily know when, um, this is a really important time. From a marketing standpoint, because this is when you really need to be starting to get your ducks in a row.
Really start putting together all of those, um, strategies and tactics in place so that when you do reopen, you’re ready to launch the next phase of your dental life. Um, you know, the next. The next few months are really important for your practice. Once you reopen your, you’re really going to need to jumpstart your practices.
You’re opening basically at a loss right now. Um, your goals are going to be to generate revenue and to increase your cashflow. Um. You are going to need a really proactive patient reactivation and rescheduling program as well as a very aggressive new patient acquisition campaign. In order to do that, they’re going to go hand in hand, which means communications for your rescheduling and marketing for your patient acquisition.
Okay. Um, you know, just working with all the dentists that we have, we’ve had some dentists that have kind of pulled back and have really held, the majority of our dental clients have actually continued their marketing. Um, and we’ve been really working with them every day, um, really on the phone with a lot of, of our dentists at least once or twice a week to kind of get them up to speed with what we’re doing for them and just giving them ideas for what they can, they can do along the way.
Marketing right now, um, before, during, and after Covid are vital to every part of your, your reopening, relaunch and rebranding strategy. Um, you know, one of the things that Sean and I talk about a lot is, um, you know, you can, you can, you can, you can build it right and you’ve heard the whole thing. If you build it, they will come.
You know, that’s not necessarily the case. Uh, with this specific situation. You can’t just reopen your practice and assume that everyone is going to come back to you or that you’re going to be generating. New patients. Um, so our philosophy is if you build it and you tell them about it and you tell them how you’re going to do it and how you’re going to reopen, and then you market it and you invest in that communication, then people will come, patients will come back and new patients will come through the door.
So one of the recommendations that we’re making to all of our clients and to all of the dentists that we are kind of talking to is make sure that you’re continuing to invest in your marketing strategy. Marketing is across the board. One of the first things to always get cut. It’s the first line item to get cut when we’re cutting budgets.
We’re all cutting budgets right now. Um, but the dental practices that are staying with their marketing strategies, we’re actually finding, um, that there is there, there’s a, there’s a difference with those specific practices. This is a really quick slide. Can you, is, is this slide large enough? Um, Sean, can you shake your head?
Is it large enough for people to see. Yes. Okay. Uh, it was a little bit small in the last webinar, so I just want to make sure that you can see it. Um, this is the snapshot of one of our Google analytics pages. So this is really an average. We’ve, uh, we’ve kind of averaged all of our clients, um, Google analytics pages to kind of see what pages, um, people are searching for and what the most visited pages are on websites.
This is really fascinating. Last year, at the same time, March 27th through April 19th of last year, people were, patients were searching for and visiting these specific sites. Um, uh, meet our team is, has always been one of the top three or four pages for all of our clients before Covid, um, meet specific doctors.
Contact. The specific services that patients have, a patient that you have as well as reviews. Reviews is always in the top 10 this is what our pre Covid marketing world looked like. This is what our current in our post Covid marketing world will continue to look like. This same timeframe. The patients, the clients that actually have a Covid page on their website, those things are being searched online and, and patients are actually looking on those sites on those pages.
So if we look at this, um, for an average snapshot of our dental clients that the dentist, Covid pages, are the number three traffic pages on their websites. Now, for those specific dentists that offer emergency dental services. Emergency dentist. Those pages are also popping up and people are, people are using searching for this information.
So what that’s telling us is it’s really important that you continue marketing, you continue modifying your website, and you continue to invest in your search engine optimization and everything it’s going to take to bring your patients to the door. It’s working for those who are continuing to do it.
Let’s see if I can move my slide here.
So yeah. Here we go. Sorry about that. So how are we recommending that you do this? We’ve really got three steps to our strategy. I’m also going to encourage you between now and the end of the webinar, go and visit our website at whiteboard-mktg.com. We have, um, on our Covid page, you’ll see our Covid banner at the top of our page.
Click that link on the left side of our Covid page. We have some great resources that you can, you can download and utilize. One of the resources that we have is a Covid recovery marketing strategy, and it’s an entire checklist. It’s like an eight page checklist of everything that you can be doing right now.
To help prepare for your reopening. We also have a marketing audit, so if you are interested in looking at your existing program audit, audit your marketing strategy, and kind of get a feel for what’s working and what isn’t. We’ve got talking points for your front desk staff. We have social media tips.
There’s a lot of great resources on there, so make sure you download them. We’re going to be touching on some of those here today. When you are planning to market in a post Covid world, there are three key things that you’re going to need to do. You are going to need to identify the key operation steps that will impact your marketing and communication.
Things like, are you extending your hours? Are you extending your days? Things like that that you need to get into the hands of your marketing people so that they can start communicating it for you. Um, the second part of that is identifying your messages, not what you’re doing, but how are you saying it?
What’s your tone looking like? How do you want to sound to your patients and your perspective patients as well as your team? So identifying how you’re going to say things is just as important as what you’re going to say. Then that third part of it is building your actual recovery, early recovery marketing plan steps.
That’s including your website, search engine optimization, pay per click advertising. All of those great strategies that you’re going to put in place to start acquiring new patients and retaining the ones that you have. Let’s kind of take those one by one operations decisions to consider some of those things.
As I just kind of touched on, extending your hours and your days, you’re going to need to do that. I’m sure you’ve been listening to all of these webinars and everyone who was. Saying the same thing in order to continue to reschedule the patients that you have, you have the whole lag time of patients that you haven’t seen, so you’re really going to need to extend your hours, extend your days.
Are you going to, you know, maybe swap out one of your, your treatment rooms for another hygiene room? Are you going to hire more hygienists or use temp agencies to actually bring hygienists in so that you can really work on that hygiene bread and butter? Um, revenue generation in production. Um, if you make those decisions, again, let your marketing team know whether it’s someone internally who’s handling your marketing, or if you’re working with the marketing partner, the more information that you can get in their hands, the better they can do for you.
So make sure that you’re getting that information out to them. If you have a team member who’s in charge of infection control, whoever that person is in your office, who handles your OSHA guidelines and who’s in charge of getting your quarterly OSHA meetings together, your yearly OSHA recertification, all of those things.
Identify who that person is. Take reach out to your marketing team again and have them put that person’s name, have that, have that title. Be added to that person’s bio. So if you have a hygienist who’s also in charge of infection control, you’re going to want to add infection control manager underneath that specific title.
So we can do a lot of different things knowing what your infection control leader is, because that just makes you look like you’re more organized, even though you’ve always had that person to the public. They don’t know that. So it’s a good thing to communicate. You’re also going to want to identify the infection control protocols that you’re going to continue to implement.
You know, think about it. You had infection control pre Covid you have infection control right now and you’re going to have infection control standards, post Covid. We don’t know what those infection control standards are yet. Just like, you know, are you going to be required to have N95 mask? Hopefully you can get access to those masks, whatever that.
Um, protocol is go ahead and start putting it down on paper again. Get those things in place and hand them to your marketing people so they can start communicating them. A couple of other things to think about from an operational standpoint. Not only do you want to make decisions about your hours, you also want to make some decisions about patient accessibility, making some changes to make things easier to pay.
They make you let your patients, patients have an opportunity to pay. Let them have an opportunity to schedule online. Um, things like a patient membership plan. There are some really great patient membership plans out there to help provide an affordability. To patients who may be struggling financially and allow them to enable, involve, invest in some affordable dental care options, like a patient membership plan, online scheduling.
If you’re not already offering online scheduling, we recommend highly that you do. A lot of, um, a lot of your patient communication systems are now. Um, are now incorporating that. Like a lot of our clients, they use SolutionReach. I know that they have an online scheduling program that’s really great. It integrate, integrates directly into your practice management system, like a Dentrix or Eaglesoft.
Um, so it’s, it’s, it’s a, it’s a one to one communication. Um, offer online scheduling. Give your patients every opportunity to schedule. Again, online bill pay, give them every opportunity to pay, um, online patient forms. That’s one of the biggest requests that we’re getting from clients when we build websites for them is do you have online patient forms or do you have an option for online patient forms?
Again, a lot of your practice management systems out there have a capability to provide online patient forms for you. Reach out to those practice management systems and find out, um, you know, what kind of form capability they have. Get those forms in the hands of your marketing team or whomever is managing your website.
Get those patient forms on your site so that patients can complete that patient information prior to coming into your office. The world is going to change, so patients probably aren’t going to be able to walk into your office and sit down and either complete the, the forms on a tablet. Or even complete them on paper and hand them to you, they’re going to be sitting in their cars.
So, you know, give them the opportunity before they even get to your office to complete those forms for you. So that’s just one less step and one more safety protocol that you can go ahead and incorporate. Patient referral programs. Take a look at your current patient referral program. You know, that’s, that’s a great way to generate new patients.
So, you know, reactivate it if you haven’t, if you don’t have it or if you haven’t looked at it for a while, get your staff involved. Kind of give some thought to what that referral plan looks like. Get that referral plan outline on your website, start promoting it on social media. There’s some really good things that you can do to kind of generate patients that way.
Online chat. Sean, we’ll probably touch on online chat a little bit towards the end. That’s just another way for patients to communicate. You communicate with you, um, immediately, um, being able to just, you answer questions quickly for them. Um, so that you’re, you’re really being present for your patients.
Those are just some things to consider. Once you’ve gotten these decisions made and you’re incorporating some of these, again, let your marketing team know so they can start promoting it. Identify some messaging. Um, how do you want to sound, um, to your current and prospective patients as well as your staff?
Some of the things that you’re going to want to really emulate now, as well as when you are focusing on reopening your practice, you’re, you’re focused on concern and safety. You’re safe with us. Patients are really going to want to know that. Um, I today when we had a, we had a, uh, we had a webinar with our current clients today.
One of the things that our, um, director of PPC was talking about was she starting to already see some trends with, um, uh, safe, safe dentists, um, reopening dentists, um, things like that. So you’re going to really want to make sure that safety is a big part of your messaging strategy. Um, identify. Uh, if you do extend your hours, one of the ways to actually communicate that is to say, we’ve extended our hours so you don’t have to take off more time for work.
So think about the changes that you make and kind of move it around to how that affects your patient. Those are really great messages to think about. You’re safe with our sterilization protocols. This is new to you. It isn’t new to us. We’ve been instituting infection control protocols. Since we opened our practice.
Um, what does the new normal check in process look like? You can’t walk in, you can’t sit down and their reception area anymore. Um, you’re going to sit in your car, we’ll call you, we’ll ask you to come in and we’ll take your temperature, that kind of new normal. Go ahead and start incorporating that messaging cause we can add those things to your website.
We can communicate those things on social media. Um, you can communicate it via email, all different kinds of channels to communicate that. Um, again, making care affordable. You know, that’s one of the reasons why you want to Institute a patient, um, membership program and to be able to say we care about you.
We know this is tough. Um, we can make dental care more affordable to you. Just another really great message. Um, we have on our website, on the, on our Covid page, we have a whole list of talking points to address all of these messages. So we’ve given you some highlights and we’ve also given you some Scripts.
Some scripts that you can actually, um, you know, use for your front desk team as well. We really hit on the in versus out of network acceptance because that’s one of the biggest areas where we feel like our front desk teams kind of fall down a little bit, is not having that consistent message. So we’ve given you some options to that.
Let’s get to the plan. Your Covid 19 recovery plan is going to be multifaceted. Um, I’m going to kind of go back and forth between today what your plan looks like and what it’s going to look like, um, in a couple of weeks. Um, when you start to relaunch right now, today, the three most important things that you should still be investing in from a marketing standpoint is your website and search engine optimization.
Your local SEO or your Google My Business page. I’ll explain that to you as well as social media marketing. You know, social media is one of the first things that, um, dentists will cancel, um, because they feel like their daughter can do it or they have a receptionist who can take a couple of minutes each week and do it.
Um, you know, right now people are online more than ever. Um, people are living online. Internet usage has surged by like 60 to 70%. What it was previous to Covid 19 up until February. Um, Facebook who has always been number one in terms of social media market share, they did dominate all social media channels.
By owning 43% of that today, that’s probably closer to 60 to 70%, meaning people are living on channels. So it’s an opportunity for you to reach them where they’re living essentially. The next three are Google pay per click advertising, your reviews and reputation management, and then just ongoing communication via calls, emails and texts.
Um, those are all very important right now at the top three are the most important. As soon as we start to relaunch, all six of these are going to be important. Let’s start, uh, just kind of giving you an idea of what we’re talking about with each one of these channels, right? So when we talk about website and search engine optimization, when you look at a Google search page, the bottom part of your page right here is considered your organic SEO.
That’s where your website and search engine optimization comes in. This right here, everything you put on your site, all of your pages that you add, all the content, all of that helps you to show up down here. When we’re talking about, um, Google PPC advertising, which was the fourth of that list that I just showed you, that is the top section of the search page.
When someone searches for a dentist near me, all those ads. Next time you search for something that look at the top part of it, look at the little button in the green. It’ll say ad, you know, that’s an advertisement. So these Google PPC ads, great way for you to own the real estate on this page. Instantly.
You can also invest in Google PPC advertising on your Google map, which is really important. Your Google my business or local SEO. That was the second thing I had talked with you about that I mentioned right here. Local SEO. That really is your Google My Business page and your Google map listing. This is where.
Really focusing on that will help you show up when people are searching for the map. So all of these, all of these different opportunities, it’s an opportunity for you to own real estate on the page and you want to try to own as much real estate as you can, even if you’re cutting your budgets. Um, even if you feel like because you’re operating at a loss, um, you need to, you know, you, you want to cut back when you open.
This right here is where you need to start investing. It’s a couple of weeks before you start opening. You really want to relaunch your advertising campaigns. If you’ve paused your Google PPC ads, you want to start building momentum now and try to own as much of this page as you possibly can. It’s worth the investment.
So let’s kind of break each one of those things down. So, website pages, um, you know, on the checklist, the marketing strategy that, that you can download from our site. Literally, we have a huge list of things that you should be doing. We’re just going to kind of top line some of them because we only have an hour to, to work with you today.
Um, a couple of the things that we want you to add, add this Covid 19 page and update it regularly. Add a banner to the top of your website. Um, that basically says, read our announcements here. Click here. When you have that banner, it’s going to link directly to this Covid 19 page. That can be things like, you can add content to that, that you are, um, only accepting emergency patients until May 8th.
Or let’s say that the governor comes back and says, we’re going to postpone that and make it May 15th. You’re going to want to go back in and re update that page and say, we’re accepting emergency patients through May 15th according to state guidelines. Um, it’s also an opportunity for you to just update messaging.
Um, you know, we care about you. We’re working on our infection control protocols. You’re going to see a new normal, just a great page to direct your patients to. Um, and if you recall at the beginning of this presentation, I showed you that link of patients that were searching before Covid. And then after Covid and the Covid 19 pages for our clients are definitely in the top three most trafficked pages on their site.
Add a general FAQ page. This is actually not necessarily Covid specific. Um, Google likes to see FAQ pages on websites. It, it allows your website to have what Google conceives as perceived as, um, authority. Um, the more authoritative and more relevant a site is, um, the more likely Google will rank your site, um, when, when patients are searching for you.
So add a general FAQ pages is a great time to do it. Um, just general questions that your patients may be asking. How do you carry specific insurances? Um, you know, uh, you can also add some of your Covid questions and answers in there too, and just make that page. Really robust, um, infection control protocols.
Um, a lot of dentists already have an infection control protocol on their website. Some of them are pretty generic. Go in and update those pages. List what your infection control protocols are. Let patients know exactly what you’re doing to keep them safe. Um, because that’s going to be one of their biggest concerns.
You know, you may also want to, if you’re, if you’re doing teledentistry tele-health, add a link to your teledentistry portal. Um, add a page, a teledentistry page. We’re seeing a lot of our clients that, um, have teledentistry, uh, we’re adding a page for them on the site, explaining what the process is, um, how, how you’re treating them.
Um, people are looking for teledentist, dentist. That’s one of the keywords that people are searching for. So if you’ve already incorporated that, it’s not too late to add that page. If you’re going to continue with any type of self tele-health after Covid continue, that page can continue using that page and just update it.
One of the things that you also may want to add is, um, just an update to your first visit page and make it more of a, your post Covid visit so people know what to expect, um, because things are going to look a little bit different to them because the experience is different similar to what’s happening now.
A lot of those protocols are probably still going to be in place. Um. You know, this may seem overwhelming to you. We’re giving you these ideas and you’re probably thinking, well, I can’t do all that. I don’t know how to add these pages to my website. That’s okay. You have a website company that’s hosting your website, so someone who’s designed your site, or you may have a marketing company take this list.
Email them and say, please add these pages to my site now. Um, you know, you can take this list an email and say, please add a Covid banner to my, to my site. Now. Um, those are some of the things that they should be doing for you if they haven’t already done it, they should be. So get those plans in place.
You just reach out to the people that you have that you have resources with. The second part of your strategy to, um, to launch your, your, your practice is really focusing on your local SEO and Google my Business page. Um, when we think about SEO, um, or local SEO, for example, we’re really talking, um pre Covid we would really be talking to you about not only claiming your Google my Business page, but claiming your Bing page and your Healthgrades page and your Yelp page and all of those other directories that are out there.
Um, all across the web today. We are really only going to talk to you about Google my Business because that’s where you need to be spending your time. Um. Patients are searching for you. They’re searching for dentists who can help them, whether it’s emergency, dental or it’s tele dentistry. Um, Google, my business really, really helps you with that.
This is the front of a Google my Business page. So when a patient is searching for a dentist near me, or you can go in and type in your own name and your Google search window and kind of see what your Google my business page looks like, but this is the front end of it. So when a patient searches. This is what they see.
This knowledge graph right here is, um, to the right side really is what, what your patients are seeing. Um, from the front end, it’s got things like your, your, your website address, your hours, your phone number, all of those great things. We want you to go into the back of your Google my Business page and update it for Covid.
This will really help you as you relaunch your Google. Relaunch your, um, post Covid marketing strategy. Um, there are some really great options. Google has added an ability for us to, um, add a Covid 19 webpage. So that page that we were telling you to add, Google wants you to actually add a link right on your Google page so that people can find it straight from Google.
Um, if you’re offering teledentistry, Google’s also allowing you to add a link to your teledentistry page. They want to make that, they want to help you promote. Your services so that patients can reach you over someone else who isn’t offering those things. So take advantage of that and go in the backend and update that.
The other thing that Google is really asking you to do, this is free advertising. They want us, they want you to go into the back of your Google my business page and add a Covid update or add a regular update or add an event. One of the things that we’ve been doing for our clients is adding an event. Um, so for example, um, in Ohio, um, dental practices are, um, emergency care only until April 30th.
So if you schedule an event on your Google my business page, that stays up when people are searching, this is what the backend looks like. When I’m a patient and I’m searching, this is what scrolls across my cell phone, my tablet, and my, um, in my desktop. So the, the announcement that I just showed you on the other slide, this is the announcement that is public facing.
This right here is the, uh, to the right side. This is the event that’s public facing. So Google’s really giving you an opportunity to advertise for free. Any message that you really want to promote about Covid 19 post Covid you can continue this. We do this for our clients all the time. Um, this is part of our regular posting regimen.
Um, so if you haven’t already been posting on your Google my Business page, this is a great, a great tool to start now and then continue. Indefinitely. So it’s a great, just a great tidbit for you to add to your, to your marketing plan and strategy. The third most important thing right now for you is your social media marketing.
We’ve already talked a little bit about how much traffic is going to social media pages and to web, to Google. In general, patients are living on social media and they’re engaging. They’re, they’re sitting on their couches, they’re sitting at their kitchen tables. They have nothing to do and they are searching the web.
Really use that to leverage your own brand. Um, one of the things that Sean. Um, and I have been talking about, and he heard this on another webinar was, um, other people are out there posting other dental practices are out there posting on their social channels. They’re hearing about Covid and what dental practices and healthcare means.
They should be hearing that from you, wouldn’t you rather you be posting that for your own patients? Than letting your patients get that information from somewhere else. So this is an example of just.
Hey Christie, could we have a question? How do you get to the Google my Business back page to update the existing information?
That’s a great question. So, um, what you want to do is you, in order to, uh, let me go back this slide, this might help you a little, um. If you see, so basically what you want to do is you want to claim your Google my business page. If you haven’t already done that, what I would recommend first, go and search yourself.
So like Dr Parmar, we would search your name and see what your knowledge graph looks like. On the right side, you can move your cursor down and you see where it says own this business. It says that whether you’re, whether you’ve claimed your page or not, um, but what you can do is you can click on that link.
And then Google will walk you through the steps to actually claim your Google my Business page. You will need a Gmail account. Um, if you have, um, if you’re working with a marketing firm and they are managing your Google my Business account, we really recommend that you have access to that page. So a lot of marketing firms will kind of kind of have their own email address to that specific page.
Make sure you have your own access. Ask them to put your Gmail account. On it if you don’t already have it. Um, and then what you do is you’ll log into a Google my Business little icon, um, when you type in Google and it’ll take you to the backend of this page. And then on the back end you’ll be able to update it.
Um, you can update your information, your practice information. You can take a look at insights and see how many people are calling. Um, you can take a look at what search terms they’re searching for, like a teeth whitening or emergency dentist. Um, it gives you a lot of great insights. Um, you can also manage your Google reviews through the backend.
Um, you can update photos and you can update your services as well. So just log in and then they’ll take you right to the backend. Um, Dr. Paramore, if you have any questions about that, I’d be happy to walk you through it offline or and help you with that too.
Thanks. I just wanted to make sure that we’re answering all of our questions that are coming in on our Q. and. A. I want to remind all of our listeners and Watchers to put your questions in so we can answer those and make this as meaningful as possible for you.
Yeah, thanks. That’s a tough, we get that question a lot and actually we even lead presentations just on how to, how to optimize your Google my business page, because it’s pretty complex.
So this is just the top line of it.
Um, social media. Um, you have so many opportunities to post on social media for your post Covid strategy. Start it now. If you’re not already posting, there’s three components to your Covid marketing strategy when it comes to social. You need to be posting organic posts, which are these just real posts that you’re not paying for.
You want to boost your posts, which will explain that. And you also want to invest in, in Facebook and Instagram, pay per click advertising. Um, you know, you need to be updating all of your social media channels, depending on what they are. Facebook, Twitter, Instagram. Some dental practices have Snapchat. We, um, we really recommend if you have to pick a priority focus on Facebook.
That’s where the majority of your dental practice demographic lives and exists. It is the, it has the largest market share. Um, it’s, its biggest target audience is women actually between. Um, I want to, I think it’s like 35 to 65 plus women are the primary decision makers who are, who are choosing a dentist and choosing when to come back to the dentist.
The biggest audience, so that you’re reaching is really 25 to 65 plus. Um, you can also target your posts by demographics so you can, and by geolocation. So for example, you can boost a post or run an ad within a five mile radius of your practice and hit not only your followers, but everyone in your community who. You know, you’re trying to attract to your practice. Um. So start posting, um, posts different posts on your, on your social media pages that are personal record messages. One of our dentists the other day, he literally stood outside, um, behind, behind a sunrise in front of a sunrise and basically just said, this is my sunrise.
I’m looking at my. At my sunrise right now. This is what, this is a new day. We will get through this together. Things like that. He had great engagement from that. So your, your posts don’t have to be all formal and educational. Your current and prospective patients want you to be real because they’re real.
So I’m on our site, go to that Covid page. We have a whole list. It’s a three page list of different topics that you might want to post on and just different posting ideas that you can post for yourself. You can get your staff involved, things that you can actually even get your patients involved to do.
So this is considered an organic post. If you look down here at the bottom, you’ll see it reached 262 people and it had 70 engagements. If I want to broaden that reach, if I want more people to see it, I’m going to click boost post. So that’s one of the other recommendations that we have when I boost a post.
For example, I’m paying money to have that post reach more people. Um, so this is one idea of a post that was boosted. Um, it reached 556 people, um, 121 reactions to it. Um, and it’s just really, really, really positive and generic. It isn’t, it isn’t really educational. It’s just personal. And that’s, again, that’s what patients want to see.
This is another example of a boosted post. Videos are huge. This is one of our clients. She posted this with just a quick update. We boosted this post for her. Um, I think that we boosted the post for $20, um, for seven days. So we invested $20 on that seven day post, and this post actually reached. 1300 people as opposed to the 500 or the 200 from it, from an organic post.
Um, it was a three second video views, which is great. People typically don’t watch more than 15 seconds of a video. Um, so being able to get that many people to actually watch it for a few seconds and then let it scroll, let, let the information scroll the rest of the way. It’s really good stuff. Here’s another example.
We boosted this post of a sign of the doctors, um, you know, in front of their signage with a message in there. And in this together, 7,700 people, um, reached, were reached by this post. We boosted this post for $30 for seven days to within a five mile radius of that specific dental practice. This just great, affordable ways to get your brand out.
And so you want to start doing that when you’re, when you’re building your. Um, when you’re building your post Covid strategy, incorporate boosting posts into it. This is kind of the same thing with, with pay per click. Advertising on Facebook is really great and it’s an affordable way to advertise that you’re accepting new patients or that you are a safe dentist.
Um, put those ad campaigns together and start advertising. If you have a marketing firm, um, they can handle those advertisings for you. Go for it. Ask them to take care of it for you and they’ll, and they’ll build those strategies also for you. So those are the first three that are important right now. Um, as we get closer to relaunching, here are the next three that you want to add to that strategy.
Google pay per click advertising. It is huge. We already kind of showed you that photo. It’s the very top of your search of the search platform. When someone’s searching for a dentist near me. Right now, what we’ve done for a lot of our clients is we’ve paused those campaigns because, you know, they really haven’t generated a lot of conversions right now because a lot of practices aren’t open.
Some of our clients, actually, we’ve continued because they’re getting so many searches for emergency dentist. Um, if you have paused your campaign, restart it. Two weeks prior to your opening, if not three, so you’re getting close to it. So as soon as the governor says you’re going to reopen on May 8th or if he says it’s going to be May 15th or whatever date that is.
Back that out two to three weeks, go ahead and turn your campaigns back on. Um, because you want to be showing up when people are searching to find a dentist, you may need to change your ad copy. You may need to focus more on a Covid related message so that people know that you’re a safe practice to go to, um, or that you’re reopened.
One of the keywords that we’re finding trending today is reopened. Dentist. So that’s how people are searching. So yeah.
Hey, we got a couple of questions. How do you get people or patients to follow you on Facebook or Instagram?
Great question. Um, you can do a couple of different things. First of all, you want to have real followers.
Um, you don’t want to buy followers. You want to have people who are invested in you and who are engaging with you. First thing you wanna do is start with your patients. Um, couple of tips. Um, you may want to run an in office follow us campaign. One of the things that we do for a lot of our patients have buttons made that, you know, you put a button on that says, you know, follow me and you could win a $50 gift card to Amazon at the end of the month.
Um, and then maybe you have a campaign where you’re incentivizing people to follow you and then you’re raffling off that $50 gift card. Live on Facebook and you’re announcing the person on Facebook. So, um, you know, that’s just one idea. Send an email blast to all of your patients. Ask them to follow you.
Especially right now they’re not doing anything. So send an email blast to them. Say, follow us on Facebook. Follow us on Twitter. Put the links inside that email blast so that they know where to click. Um, you could even send a text to say, follow us on Facebook. Um, if you can add the link to that. It just depends on how long those characters are.
Um, again, try to use incentives. That’s a great way of getting people to follow you on social media is, you know, enter, if you follow us between now and, you know, April 27th, you could be, you could win a $50 gift card. Um, because then, like I said, you can leverage that. Not only are you getting people to follow you, but then you’re going to announce it.
The person may come into the office. So then you’re gonna want to take a picture with that patient posted on Facebook, so you’re getting more followers. Um, that’s the best way to do it.
Wonderful. Thank you for that. And then is there a fee for the Google my business access? Just, we haven’t had a couple of questions on that. I just want to reiterate.
Great questions. No. Um, Google, my business is free. It’s, um, that’s Google. Really what Google is going for is they really are trying to create a platform through all of their search mechanisms so that people don’t ever even have to visit a business’s website. Um, they, what they’re trying to do is keep you on Google as much as they possibly can.
Their Google My Business page is one way to do it. It’s part of the local search platform. Google considers Dentists as a local business, so it’s free. You just have to claim it. It’s a free page. You can, you can post like those Covid posts that I was showing you. Those are all free. It’s all free advertising.
Posting reviews on Google, responding to reviews. All of that is free. Google is trying to give you as many tools as you can, have free to be able to keep. Visitors on Google. Does that make sense?
Yes. And then we did have one more question. What is pay per click advertising?
Good question. So Pay per Click advertising is exactly what it sounds like.
Um, let me see if I have that. Yeah. Here it is. So, it’s exactly what it sounds like. You invest money to advertise so that your dental practice shows up at the top of a search page. You only pay for that ad if someone clicks on it. So if someone actually clicks on that ad, they get usually taken to a landing page that’s really designed to get them to call or to fill out a form submit.
It’s designed for conversion. The only time that you pay for that ad is when someone clicks on it. So, um, but the, the, the key here is the budget that you spend to get your ad to show up. So, for example, we really recommend that you don’t advertise for anything less than a thousand dollars per advertising campaign.
So, um, we’ve really found from our analytics that, um, Dentists that only spend $500 on a PaperClick campaign, they’re only going to show up so many times in a month. So you really want to. Invest enough money that when people are searching for dentists near me, dentist, Tallahassee, dentist, Miami, um, your ad will show up and then if someone pays for it, it clicks, then you pay for that specific ad.
Right. Thank you so much.
You’re welcome. Any other questions before we continue?
I think, I think that’s, all we got for all of our questions at this point. Thanks.
Okay, great. I’m going to be really quick and then I’ll hand it over to Shawn. Two more things to think about. Reviews and reputation management.
Um, you know, we’ve suspended or kind of dial back a lot of our client reviews campaigns during this. Um, Covid, Covidpandemic, Google at one point, even shut down, all reviews coming through so people couldn’t even review on Google. We’re starting to dial those back up. So we’re recommending that you reactivate your review campaigns, especially closer to reopening, get those review campaigns going.
Again, if you are seeing emergency patients, it’s okay to go ahead and ask them for a review as well. Um, go ahead and continue that review process. Reviews are huge, um, to build credibility, to build brand awareness and to also build search power. Essentially when people are searching for a dentist near, near them.
Um, make sure you’re monitoring all of those reviews that are coming through and make sure that you’re responding to all of them. Go ahead and turn your review campaigns back on. Um, Google is really wanting us to ask for reviews. They, a while ago, they really weren’t wanting people to just ask for reviews in bulk.
They were not encouraging it. Their guidelines have changed pretty significantly. Um, inside your Google my Business page that we were just talking about, Google is actually giving us an opportunity to request reviews in bulk. Meaning you can share a review request on your Facebook page or WhatsApp or your Twitter page, or you can email your patient.
Um, so take advantage of that and, and request as many reviews as you can. Couple of tips. Don’t incentivize your patients for reviews. Um, and you can only ask for a review. You can’t ask for patients to write you a positive review. Um, Google also doesn’t want you to do what they call review gating, which is only asking the patients that you think will give you a positive review because negative reviews, even though we don’t want them, sometimes a negative review.
How you respond to it can be more powerful than then several positive reviews. So all reviews are good. They can all do something for you. So take advantage of, of, of what Google’s offering for you. Last but not least, and then I’ll turn it over to Sean patient communication, um, the communicating with your patients on it on a regular basis.
You’re, you’re at your offices right now. If you’re seeing emergency patients, you’re probably not busy. Pick up the phone and call five to 10 of your patients per day. Um, just to say hi, just to check in, make sure you’re sending regular email updates, send text messages and respond to chat messages very quickly.
If they start to come through your website.
Tracking and analytics. You know, one of the biggest things to this is, again, we said this at the beginning, you’re reopening at a loss. Every penny that you spend matters to you. It should have mattered beforehand. It matters even more. Now. Make sure that you’re tracking every, spend, every dollar that you’re spending on your advertising budget to make sure that you’re generating a return on your investment.
Um, use dynamic phone. And a phone tracking and dynamic form tracking so you can understand where your patients are coming from. Did they come from your Google pay per click ad? Did they come from your organic search? Did they come from your Google my Business page? Track all of those things so that you know where you’re spending your money and how to reallocate those funds if one campaign isn’t or one channel isn’t working as well as another.
Um, Sean, do you want to kind of take over from here? Sorry, I didn’t leave you much time, Sean. I know you only have a couple minutes until they answer, so I’m sorry.
Yeah, no problem. Thank you. Um, lots of information. Obviously Kristi always does a great job explaining that we could spend an entire day talking about all of these components.
I know it can be overwhelming, especially with everything else that you have going on. Um, and it, it’s daunting, but it’s a great time to, um, kind of reassess where your marketing partnerships are when you hear some of these things and really encourage you to, to go to the website. Or follow link that we can provide the FDA to download those documents.
And he really kind of see how much work that you’re, um, hopefully your current marketing partner is doing for ya. Um, and really a lot of things that need to get done during this time so that you come out of this stronger cause we talk a lot about. Coming out of it stronger and how we’re doing that. And you know, if you haven’t been doing any of these things, especially communicating, um, you know, updating your website, um, with the health and safety protocols, um, then you know, honestly you’re a little bit behind.
So you’ve got to get on that. And it was a great time to do that because that’s what people are searching for. They’re physically going to search for these health and safety types of keywords attached to their dentist. And you may have a great relationship with your clients, but their number one concern your patients, are more concerned is their health and safety of themselves and their, and their families just like you are.
And so to be able to put that out in front and communicate to them about that is going to keep them in your camp. And then in the patients that. Aren’t experiencing that from a competitor down the street or wherever it might be. They’re then going to be looking for somebody who is in. The goal is to have you there.
Um, people are hungry and starving for communication right now. Um, as Kristi said, the internet, um, world is significant in terms of all the time spent on that. But I wanted to talk to you a couple of minutes here about a few of the side effects. Um, that really will kind of come out of it. As you start to ramp up and the trajectory of activity starts to go up, which really isn’t that far away.
I mean, you know, we’re speaking positively here. Um, we’re asking you to think that way as well. Um, you know, are there going to be challenges? Absolutely. But. Our country is going to start opening up a little bit at a time. Indiana, Colorado opens up Friday, Ohio opens up Monday. I know you guys are looking at may 15 so it’s right around the corner and just a few short weeks ago, about five or six weeks ago, you had to make quick decisions and shut down.
You know when everything happened so quickly, you had to lay off staff and so on and so forth. It happened so quick. Well, the ramp up and the reopening is going to happen quickly too. And you know, you have a lot to do. You have a lot on your mind, and we understand that. Um, but this is about the future.
This is about increasing your longterm growth. Um, percentage points, you know, by acquiring new patients who aren’t getting the communication that they need to, uh, who don’t feel healthy and safety is an important priority of yours. Um, so one thing I want to talk to you about is what we’re going to call a schedule champion.
So that’s just an individual that works for you, your office manager, your practice administrator, whoever’s really good at converting your patients, cause what’s gonna happen. Um, obviously you have a backlog of patients that need your care. All right? So they’re going to be calling you, even though you have a plan and you’re reaching out to them, it doesn’t matter.
They’re gonna be calling you, right? They’re going to be calling you and you’re going to be on the other line, and they’re not going to be able to get through to you. They’re going to be emailing you. They’re going to be filling out forms on your website. If you have online chat, they’re going to be chatting with you and then that chat transcript will then be emailed to you.
Um, you know, you’re going to have people requesting appointments through your website if you have an online schedule component. So that is a lot of different angles coming at you for, for appointments, right? And to have one person, which will deem the schedule champion in charge of that is going to be important for a real good conversion.
People are very impatient these days. If they call and can’t get through when it’s a new patient opportunity, they’ll hit the back button and call somebody else. You know? That’s just how our society is these days. So, so to be able to have a schedule champion, especially in the first few months as you, as you ramp up, is going to be critical for new patient conversion and keeping your patients, um, you know, in your, in your camp.
And these are things to go the extra yard if you have. Call tracking software implemented in your, in your, um, in your website, then you should have access to that dashboard and you should be able to pull a missed call report. So if you’re on the phone with somebody and someone else is trying to call you right, and that he couldn’t get through and they didn’t leave a voicemail, they hung up.
How great would it be if you’re able to call that person back proactively and say, hi, this is Dr. Smith. Sorry, missed your call real busy. As you can imagine, is there anything we can do to help you? That’s such a good touch. Right? And it may or may not be an existing patient, who knows, but those are the kinds of things that that person should spend the majority of their time on, even though they probably wear multiple hats.
Having them be coined as the schedule champion will only help you convert and get out of the gate. You know, running as fast as you can. A good starts, a fast start. The other thing I’m going to suggest is that you have job ads ready, right? We don’t know. We don’t know yet, but obviously if, um, you know, some of your staff doesn’t come back if some of your staff comes back and things just aren’t working out, whatever the case might be, it’s always good to have.
Your job ads ready on the side, right? And work with your current marketing partner to develop these ads. You know, Facebook has a job ad job board now and it works really well. There’s a lot of dental assistants on there. There’s a lot of hygienists on there, and how it can work is you can actually target and profile.
Um, those actual, um, dental assistants and hygienists through the targeting mechanisms that Facebook, um, job ads, um, gives you. Um, so to be able to work with your partner and create the graphic, create the link to where they want to learn about the job, and then when it’s, when you’re ready to turn it on, you’re as flipping the switch instead of like scrambling and trying to find somebody, um, right away.
And there’s nothing wrong with, you know, thinking you might need somebody and having some job ads going out there, at least getting in some interests. Um, you know, even though you may not be hiring right that day, but you know, a week later, someone you might have a need and then you already have some, you know, some opportunities for new employees there.
We also suggest that you add for new jobs, you, um, you add a sub page to your website. What the particular jobs, because Google has a job board now too, and it will aggregate specific, um, job descriptions as they’re searched. So if someone’s searching for, you know. Dental hygienists and it’s in that specific area, it will aggregate and pull that sub page of your website where your job is posted and bring in it on the job board for that potential prospect to look at.
I’m also going to suggest that you, um, that you touch base with your temporary agency. If you’re using temp agencies in the past, I feel like they’re going to be pretty busy here in the next several months. I’m in this category in the space. So if you don’t have a relationship with a temp agency, um, I suggest you establish one.
Um, even more than one, at least touch base with, with your contact there and just kind of get in line and it kind of just see what their inventory looks like and just have that going so you can keep your operation running smoothly. Consistently.
Sean, and we have just a couple of questions about the schedule champion.
Um, first question was, should we have more than one schedule champion? And second question was, when should they start working one to two days per week before opening day until two to three months after opening? You could cover that just a little bit before we move on.
Absolutely. Um, well what a great problem that would be to have to have two schedule a champions.
I mean, that would be awesome to have that problem, you know? And I think he just have to, in, in both those questions can kind of be answered. And what I think you have to, you have to understand how proactive you are at your outgoing marketing. So, um, you know, we’re suggesting to our clients that about two weeks or so before you open, you kind of reactivate your marketing campaign.
Right? You want to make sure that you’re capturing as much opportunity as you possibly can. And if you’re a competitive person and you want to get out in front of more people than that, than your competitor, then that’s what you’re going to want to do. You’re going to activate these campaigns and plans we’re talking to you about, and that’s going to dictate the level of activity that your schedule champion is going to have.
Um, so if you have a chance to kind of train two right, and training meaning, okay. Here’s what we’re hoping to expect, and here’s what our goals are going to be. If someone submits a website form through your website and it says, I’m interested in becoming a new patient, which we see a lot. If you respond to that person within the first five minutes, your chances of conversion goes up over 300% and that’s a Harvard study that that did that.
And you know what we see most of the time is. Phone ringing all day, website entries, come in, and it’s just not taken as serious as you want it to. Right. That’s put off to later in the day, or maybe the next day where you’re going to, you know, they’re going to get back to them on an email or whatnot. And some of you may be doing a great job at that, but the quickness and the promptness and the professionalism of that kind of response is going to really help you.
So, yeah. Hopefully that answers the question. That’s going to be, um, based on the amount of proactive marketing that you’re doing. That’s going to generate the phone calls of the web forms and the chats and all that, all the lead generation that’s coming in. And then, um, then it’s going to be your goals that you’re going to set with your schedule champion.
If there’s two people, I think that would be safe in case that one person can’t make it to work or whatever the case is. You have kind of a backup. And if you have an overwhelming amount of activity that comes in, then you have. Two people to, uh, you know, to be there for you.
Can I jump in on that too for one sec before we move on?
Yeah. The reason why Sean is really pressing upon this and why this is so important is because, you know, we, we, we listen to hundreds and hundreds of calls every month for our, for our clients, and it’s amazing to us, and we talk about this. Our clients spent a lot of money trying to get patients to the door, whether it’s through phone call, website, chat.
And if they’re not, if they don’t have an organized strategic person to lead that, you know, they’re missing so many opportunities to convert patients. So if you’re going to spend the time and the money to invest, to get patients to come to you, make sure you’re spending that same amount of effort to make sure that they convert and you’re, you’re, you’re dedicated to that.
That’s why this is so important.
Um, another thing that I’m going to suggest we’re going to suggest for you is, you know, you, you’re on the zoom video right now, right? And, excuse me, and, um, simple technology. Um, can you guys see me still? Yeah. Okay. Sorry. Simple technology and people are used to doing these things.
Right now they’re doing Google Hangouts and Facebook. It’s time, videos and different things like that. There is absolutely nothing wrong if you’re comfortable with it, to generate an invite to your patient base when you’re kind of ready and you have enough. Meat on the bone, you have enough teeth in terms of a message to them and say, I’d like to invite you into a live zoom meeting with me.
So, cause I want to explain to you what we’ve done precautionary wise from a health and safety measure when we’re planning on opening, how we’re going to, um, you know, get you on the schedule. Cause we know you need, um, you know, your, we know you need some, some total, you need some oral health, um, you know, attention or whatnot and all those things and that, that keeps them in your camp.
Right? If you have that proactive type of communication just to your, just to your internal patient base, right? If that’s not really comfortable for you, then you can sit and do a video in front of your laptop and or your computer, whatever it might be, and you can create a video that’s. Three to five minutes long.
Right. And it’s saying that same message. Okay. And then you save that, you give it to your marketing company, you upload it into YouTube, so it’s easy to access. You put a private link on it. So it’s not really in the public if you don’t want everyone to see it, which. You know, why not? you could actually market it, you know, um, and you could actually put money behind it and, and put it in front of people as well on how you’re handling it.
It’s just a great way to communicate and your patients will, will, um, enjoy because that’s what they want to hear. They need to understand, um, what your health and safety measures are, and they want to see you. They want to hear from you, especially, you know, you’re a longtime patient. So that’s a, you know, I think is a really good suggestion that you might take into consideration.
Um, I know we just have one minute left.
Um, what if I, if I couldn’t land, there’s one individual who asked the question a couple of times. We haven’t gotten to it about bulk reviews and how do you respond to bad reviews?
Yeah. Absolutely. So the bulk reviews, um, Kristy had showed you there’s a functionality in the backend of your Google my business page, and it allows you to basically copy a link, okay?
And the link will direct people right to your Google, um, review section. Okay. So what, what they’re allowing you to do now is you can. Paste that link on your timeline or your feed right on your Facebook page and ask all of your followers, everyone who likes your page to say, Hey, your words of encouragement really mean a lot to our team.
Please leave us a review on Google by clicking this link. And so that from a bulk perspective, if you have 1000 followers on your Facebook page, and you know, maybe. Half of them are actually people in your community. Then you’re asking for 500 people to leave you a review. Um, so that’s, that’s that particular way.
You can also do that. Um, just from a regular email e-blast or whatnot. You just copy the link. And you put it into an eblast and send it out to the rest of the folks, which is another, which is probably a bigger number because you most likely don’t have every one of your patients that you have email addresses for.
They most likely don’t all like your Facebook page as well, but two different sections to ask for. But you want to be smart about how you do that. Um, and the, and the frequency and how you ask and, and, you know, different things like that. But, um, and the other thing, um. Was about a negative review.. So, you know, we use software.
Um, it’s very difficult to monitor. Um, all the different places people can leave your reviews on. People can leave your reviews on Healthgrades and Google and Facebook and literally really 200 other, some directories. And. You don’t really know of where people are leaving reviews, and that’s why you want to try to attach it to, you know, to all of those and bring those in and aggregate all those into one place.
So really that’s the business reputation side of, of online reviews. You have online reviews and business reputation management, and the idea is you want to be able to protect your reputation. Um, respond to negative reviews. If they come in, you’re going to want to respond to every positive re review as well.
But, you know, how do you respond to a negative review? Obviously, very neutral. You maintain HIPAA compliance. Um, it’s all about what prospects and current patients see how you react. You want to react promptly and professionally. Um, regardless of what kind of person, um, that you’ll probably never be able to please, you know, left the review how you handle that.
And then if it’s surrounded by positive reviews, you’ll be just fine. And it actually can work out better for you. Um, you know, 1,000 5 star reviews is great, but people want to see that you’re real, you know? And typically when you read a negative review, you can see people, that person, you’re just that, just not somebody that’s can be pleased very well.
So, um. Hopefully that answers that.
Yeah, I’m so sorry to say we’re at the end of our time, guys. We could keep going for another two hours. I am sure, and we want to thank you guys so much. If there’s this very short wrap that you’d like to do.
Yeah, absolutely. Um, thank you and I appreciate all the time.
There’s so much to cover. Um, but again, we, um, encourage you to download those forms. Um, you’re more than welcome to reach out to us at firstname.lastname@example.org as well, um, and help you out any way where you need into some questions. If you just have regular questions that come in that you, we didn’t get a chance to get happy to answer this for ya.
And go from there. We’re Whiteboard Marketing and Dublin, Ohio. And thank you very much.
Thank you, Kristi. Ellie. Thank you, Sean. And we thank all of our attendees today for participating in our webinar. Um, we really appreciate, uh, again, Whiteboard Marketing for offering so much of their information, uh, for free on their website to anyone that’s listening today.
So we do thank you so much. I want to also remind you that there’s lots and lots of information being updated almost daily, sometimes hourly on Floridadental.org www.floridadental.org and the legacy information. A quick update. Dr Rudy Lidell, our current president has been appointed to the governor’s work group on reopening Florida, so we hope to have some information coming out really soon for everyone on some of the specifics. Someone did ask about, um, how are we going to have a Pedo office or an ortho office, how we’re going to do our reception room? All of that kind of information, you know, is still yet to be determined. And we appreciate the questions and we will keep asking the folks who are we making some of those decisions for us and relaying that information to you.
So again, thank you, Kristi. Thank you Sean, and thank everybody for being here. We want you to stay well, stay safe, and be blessed.
Thank you. You too.