Marketing Your Dental Practice

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Marketing Your Dental PracticeHow to create and promote a memorable dental brand

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Why Should We Care About You?Determine your value and position

Promise Me AnythingYour promise is your brand. As long as you deliver consistently.

Tell Us Your StoryHow to get the word out that you’re special

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The Problem With Dentists 1

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80%Percentage of dental practices that are sole practitioners

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Your Perception

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Patient Perception

How do you stand out from the crowd?

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Why Should We Care About You?Determine your value and position

Promise Me AnythingYour promise is your brand. As long as you deliver consistently.

Tell Us Your StoryHow to get the word out that you’re special

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The Problem With Dentists 1

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Avoid Vanilla

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Explore Differences9

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Positioning Ground Rules

‣True

‣Differentiating

‣Memorable

‣Compelling

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Love the People Who Will Love You

‣ Zappos is not for bargain hunters

‣ Southwest not for first class snobs

‣ Oakley not for traditionalists

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Connect Through Emotion

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A leading visionary in dental care.

Beyond your expectations.

Care in an environment of excellence.

Meaningless Taglines

Caring for the community.

Committed to dental excellence.

Compassionate prevention, pursuit of excellence.

Protecting patients, regulating the dental team.

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We cater to cowards!

The cure for dental anxiety.

Perfect smile, perfect you.

Meaningful Taglines

A perfect smile. Guaranteed.Family dentistry with a woman’s touch.

Helping keep Portland’s kids smiling!

Cosmetic excellence. Stunning smiles.

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Why Should We Care About You?Determine your value and position

Promise Me AnythingYour promise is your brand. As long as you deliver consistently.

Tell Us Your StoryHow to get the word out that you’re special

Section TitleUse this area to provide an optional section subtitle or explanation

The Problem With Dentists 1

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How Not To Be Boring

‣ How can you change your customer’s life?

‣ What do you stand for?

‣ Who or what do you hate?

‣ Requires authenticity, consistency

Speak in a human voice

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Performance, not Product

Case study: AMEX

Case study: The Job Shopper

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Why Should We Care About You?Determine your value and position

Promise Me AnythingYour promise is your brand. As long as you deliver consistently.

Tell Us Your StoryHow to get the word out that you’re special

Section TitleUse this area to provide an optional section subtitle or explanation

The Problem With Dentists 1

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Online Promotion

Clutter is overwhelming

They’re tuning you out

Want to connect? Add value.

Design your patient experience

What would

do?

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5 Steps to Marketing Dominance

Build a Converting

WebsiteDirect MailSEO

Social Media Advertising

‣ Home page lead capture

‣ Dedicated landing pages

‣ Embed calls to action

‣ Regular SEO

‣ Local SEO

‣ Keyword tools

‣ Check competitive rankings

‣ Pick best platforms

‣ Determine content strategy

‣ Consistency and focus

‣ Engage

‣ Google Adwords Pay Per Click

‣ Facebook Advertising

‣ Retargeting

‣ Build your database

‣ Consistency

‣ Responsive design

Embed Calls to Action

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5 Steps to Marketing Dominance

Build a Converting

WebsiteDirect MailSEO

Social Media Advertising

‣ Home page lead capture

‣ Dedicated landing pages

‣ Embed calls to action

‣ Regular SEO

‣ Local SEO

‣ Keyword tools

‣ Check competitive rankings

‣ Pick best platforms

‣ Determine content strategy

‣ Consistency and focus

‣ Engage

‣ Google Adwords Pay Per Click

‣ Facebook Advertising

‣ Retargeting

‣ Build your database

‣ Consistency

‣ Responsive design

Customers are looking for you

Search Engine Optimization

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Determine Keywords

‣ Google AdWords

‣ Wordtracker

‣ SpyFu

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5 Steps to Marketing Dominance

Build a Converting

WebsiteDirect MailSEO

Social Media Advertising

‣ Home page lead capture

‣ Dedicated landing pages

‣ Embed calls to action

‣ Regular SEO

‣ Local SEO

‣ Keyword tools

‣ Check competitive rankings

‣ Pick best platforms

‣ Determine content strategy

‣ Consistency and focus

‣ Engage

‣ Google Adwords Pay Per Click

‣ Facebook Advertising

‣ Retargeting

‣ Build your database

‣ Consistency

‣ Responsive design

75% of Americans use SM

1.1 billion Facebook users

128 MM Americans visit every day

4 billion views per day

3x more time spent on

blogs & social networks

than email

Sites that blog get 55% more traffic

434% more indexed pages

Sales lead generation ↑1380%

5 leads

74 leads

Content is shared among friends

Rule #1: NO PitchingRule #2: NO PitchingRule #3: NO Pitching

Key to content success...

...it’s about them, not you

Content is an information annuity

- Jay Baer

Develop & deploy content

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What is Content?

‣ Blog posts

‣ Videos

‣ PowerPoint presentation

‣ Articles

‣ Photos

‣ Discussions

Converse

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5 Steps to Marketing Dominance

Build a Converting

WebsiteDirect MailSEO

Social Media Advertising

‣ Home page lead capture

‣ Dedicated landing pages

‣ Embed calls to action

‣ Regular SEO

‣ Local SEO

‣ Keyword tools

‣ Check competitive rankings

‣ Pick best platforms

‣ Determine content strategy

‣ Consistency and focus

‣ Engage

‣ Google Adwords Pay Per Click

‣ Facebook Advertising

‣ Retargeting

‣ Build your database

‣ Consistency

‣ Responsive design

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5 Steps to Marketing Dominance

Build a Converting

WebsiteDirect MailSEO

Social Media Advertising

‣ Home page lead capture

‣ Dedicated landing pages

‣ Embed calls to action

‣ Regular SEO

‣ Local SEO

‣ Keyword tools

‣ Check competitive rankings

‣ Pick best platforms

‣ Determine content strategy

‣ Consistency and focus

‣ Engage

‣ Google Adwords Pay Per Click

‣ Facebook Advertising

‣ Retargeting

‣ Build your database

‣ Consistency

‣ Responsive design

Embrace your database

Questions

john.heaney@orange-envelopes.com

twitter: @johnheaney