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Shanna Young and Brittanee Barton

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Dental Nachos – Covid-19 Marketing

Video Transcript

A: Guys we are live, so you can get started, please.

 

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? 

 

K:Great

 

S: we had here number one was 

  1. 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

Video Transcript

Preparing to Launch Your Post-COVID Marketing and Production Launch Strategies

 

Jolene Paramore:

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.

 

Kristi Simone:

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. 

 

Jolene Paramore:

Hey Christie, could we have a question? How do you get to the Google my Business back page to update the existing information?

 

Kristi Simone:

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. 

 

Jolene Paramore

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. 

 

Kristi Simone:

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. 

 

Jolene Paramore:

Hey, we got a couple of questions. How do you get people or patients to follow you on Facebook or Instagram? 

 

Kristi Simone:

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. 

Jolene Paramore:

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. 

 

Kristi Simone:

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? 

 

Jolene Paramore:

Yes. And then we did have one more question. What is pay per click advertising? 

 

Kristi Simone:

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.

 

Jolene Paramore:

Right. Thank you so much. 

 

Kristi Simone:

You’re welcome. Any other questions before we continue? 

 

Jolene Paramore:

I think, I think that’s, all we got for all of our questions at this point. Thanks. 

 

Kristi Simone:

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. 

 

Sean White:

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.

 

Jolene Paramore:

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. 

 

Sean White:

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. 

 

Kristi Simone:

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. 

 

Sean White:

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. 

 

Jolene Paramore:

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? 

 

Sean White:

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. 

 

Jolene Paramore:

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. 

 

Sean White:

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 info@whiteboard-mktg.com 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. 

 

Jolene Paramore:

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. 

 

Kristi Simone:

Thank you. You too. 

 

Sean White:

Thank you. 

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