Get the G.I.S.T.€¦ · © Grace Rizza | GraceRizza.com | Grace@IdentityDental.com © Grace Rizza...

Grace Rizza

Get the

OWNER, IDENTITY DENTAL

FOR MASSIVEPRACTICE GROWTH

G.I.S.T.

Text slides to 31996

Intro to G.I.S.T.

• Growth (main focus)

• Innovations (sub focus)

• Systems (sub focus)

• Team (sub focus)

Leave with a Plan• Problem with Seminars:

• Lack Implementation Plan• Overwhelming amount of info• No time to Implement

G.I.S.T.GROWTH PLAN

Identifying Your Growth Goals• Start with Profit (Book

Recommendation: Profit First)• Subtract Overhead

Percentage • LEAVES YOU WITH REVENUE

GOAL• Work Backwards • Average New Patients Per

Month in 2018 & Revenue in 2018

• It’s all Relative

Example

• Revenue in 2018 = $800,000• Average Monthly NP =

15• Revenue Goal in 2019=

• $ 1,200,000• What will Average NP

Goal Be?• 22.5 NP

The Value of a New Patient

• $10,000• Job Security• Helping People

Referral SourceReporting• Monthly• Number of Leads -

Not New Patients• Number New

Patients• PER REFERRAL

SOURCE

Example:• 2018 New Patients = 180• Patient Referrals: 72• Google/ Internet /

Website: 46• Signage / Location: 22• Facebook: 10

• Unknown: 20• Events: 10• GOAL: INCREASE BY 270

Total, 90 MORE / 7.5 NP More / Month, KNOW every new patient referral source

* Per referral source

• 2018 New Patients = 180• Patient Referrals: 72• Google/ Internet / Website: 46 +10• Signage / Location: 22 +10• Facebook: 10 + 20• Unknown: 20 ?????????• Events: 10 + 30• GOAL: INCREASE BY 270 Total, 90 MORE / 7.5 NP More /

Month• PER REFERRAL SOURCE

What Can We Improve?

What Can WeInvest?• $200/New Patient• 7.5 x $200 = Additional

$1500/month to marketing• Will also need to

invest time to increase Referrals & Events

How to Improve?

• Google/Internet/Website: 46 + 10• Increase Budget by $200• Will not be able to

determine what is realistic expectations without Identity Dental Marketing team.

How to Improve?

• Signage/Location: 22 + 10• Add External

Temporary Signs Quarterly• Invisalign Special• Smile Makeover

Consult• New Patient• We Welcome Kids

How to Improve?

• Facebook: 10 + 20 (~$350/month)• Do a weekly video

and boost it• Consider 52 Weeks of

Social Media from Identity

How to Improve?

• Events: 10 + 30• Host a Quarterly

Event• Purchase Marketing

Kit and Assistance• If the previous year

you did one event, this year, you’ll want to host 4.

HOW TO HELP ENSUREPRACTICE GROWTH?

Delegate, delegate, delegate!

• Train your team on how to identify every source of new patients

• Make sure your team is tracking new patients

• Your team can help with the responsibility and tasks for growth

Set a Goal

• Goal-setting is very important

• May be difficult at first

• Helps maintain focus

Implement a high-powered marketing campaign• Takes time and expertise

• Refer to the marketing experts

• Using one company for all of your marketing ensures consistency

Stay Motivated

• Maintains high morale

• Keeps environment excited for growth

• Up to you to create and lead your team’s motivation

• Set up a reward for goals accompolished

Growth Roadblocks

• Business hits a growth plateau

• Industry changes

• Unexpected competitors

• Uneasy team

Cleaning Your Growth Roadblocks

• Shake up your marketing

• Invest in your marketing = invest in yourself

• Bring in the experts

G.I.S.T.INNOVATION PLAN

Innovation Plan

• What technology is available to save us time / money?

• Is it time to update anything in the office?

• Are our appointment reminders and tech services effective and competitively priced?

• Where can we improve?

• Should we implement Project Management Software?

Innovation in Marketing

• Social media is always adapting and algorithms change

• Does your marketing keep up?

Examples

• Grace uses online scheduling to save 10+ hours per week

• Project Management software -Teamwork

• Lighthouse360 vs. RevenueWellvs. Yapi vs. Weave

• Digital Forms, Digital Check in, Headsets for communication

G.I.S.T.SYSTEMS PLAN

Systems Plan

• When new patient arrives for appointment, update the new patient spreadsheet

• Monthly Reports (inclusive of new patient referral sources)

• Quarterly GIST meetings pre-booked

• Assistant does inventory every other Friday - teamwork assignment

• Create Recurring Tasks

• Protect Systems in Case of Turnover (Easy to re-delegate)

• Makes training digital and at fingertips

• Allows for file storage -flyers, logos, etc.

• BIGGEST benefit: Template a workflow

Benefits of PMSoftware

G.I.S.T.TEAM PLAN

• Hire Additional Hygienist

• Post Ad

• Interview weekly, personality profile, hire hiring help

• Make sure Nancy is busy and held accountable

• Ensure Sue is taking patient photos

• Create Weekly Team Meeting Agenda

• Enhance morning huddle with new leadership agenda

Example Team Plan

• Assign community event director• Assign social media

tasks• Add new marketing

advisor

• Each person brings a unique skillset • Capitalize on your

team’s passions and interests• They’ll be even more

excited and motivated

Strength in Numbers

WARNING• 3-5 Items Per Quarter

• Each item is delegated to one person

• Plans without deadlines are mere suggestions

CREATING YOUR OWNG.I.S.T. USING HANDOUT

• Do something daily• Delegate to one

person• Involve entire team• Examples of

Recurring Tasks / Weekly Goals

Internal Social Media Organic (+Boost)

• Team posts something against brand standards

• (flossing full-size tooth for Premiere Dental)

• Wrong colors

• hashtags a competing practice

• No boost, tags or exposure

• No consistency

• Generic / Boring

• Does not point back to website ever

Organic Social Media Fails

• People love games

• Daily Accountability

• Put one person in charge of making sure it happens

• Post with most engagement gets a prize at end of month

Marketing Dice

• Avoid it - doesn’t have to be perfect to start

• Talk like you’re rehearsed or reading a script

• Be in frame with patient or have your voice heard if recording a patient testimonial (crop it out)

• Have the patient in the dental chair

Creating Video ContentDO NOT:

• Talk for 20 minutes

• Look too serious or forget to smile (unless talking on a very serious topic)

• Ramble on about multiple topics (I’m guilty of this.)

Creating Video ContentDO NOT:

• Create habits - weekly testimonial shoot in same location

• Link to your blog once per week to generate retargeting

Creating Video ContentDO:

• Editorial Content• Be Efficient• Invest in the Right

Camera• Don’t overthink It

Video Marketing Tips

• Share a story• Educate your audience• Interview a happy

patient• Team engagement

• Celebrations• Contests• Meetings

• ‘Behind the Scenes’

Video Ideas

• Great way to gain exposure

• Makes you memorable and shows your community how much you care

• Recruit your team to go to events within your community as well

Community Events

• Professional Flyer• 4 Social Media Posts• E-blast• Press Release• Instructions for

Promotion

Successful Event Marketing

• Part 1: Pre-Event• Event Promotion• Social Media• Press Release• Invite Local

Business• Etc.

Event Marketing:3 Parts

• Part 2: During-Event• Facebook Live• Video Content• Testimonials at Event• Experience (food,

music, etc.)• Invite Press

• Part 3: After-Event• Feedback• Publish Photos• Submit After Event Press Release /

Story• Record How the Event Went Live, etc.• Recap on how you could have done

better for next event - ADD TO TEAMWORK

• Each Marketing Initiative Should be Categorized as Low, Moderate, or High Risk

• High Risk: TV Ads, annual commitment, $10,000/month

• Moderate Risk: Radio Ad, 3 Month Commitment: $3,000/month

• Low Risk: Monthly SEO, Facebook Ads, PPC - depending on budget and commitment

Calculating Risk of Marketing

• Start Up Situation

• Business with Ample Marketing Budget and Comprehensive Marketing Plan

• Targeted, Unique Service Offerings - Hybrid, Sleep Apnea, Invisalign, etc.

• Should always enhance YOUR brand

When to use High Risk

• Looking to attract handful of bigger cases / month

• Looking to add to low risk campaign

• Strong Tracking and Reporting in Place

• Big Case Marketing

When to useModerate Risk

• Everyone should have this marketing running for general exposure and appropriate growth.

• Can graduate to higher risk options.

When to useLow Risk

• You are worth the investment

Know Your Worth

• Simple Method• Number of New

Patients• Cost to Acquire New

Patients• Collections from New

Patients• Average Value of

New Patient

Calculating ROI :Method 1

• Production - Marketing Investment = Revenue

• Complex• Actual Collection Per

Patient Referral Source / Cost of Advertisement = ROI• We can track this for

you automatically

• Brand Goals (Update Logo)

• Website (Redesign & SEO)

• SEO, PPC, Social Media Strategy ($2500/month)

• SEO - General Keywords $800

• PPC / Social Media - $400 management, $1300 Ad spend

• Quarterly Events ($500/month)

• Referral Boost Strategies (monthly internal team training)

Sample Marketing Plan

IF WE WANT PEOPLE TO START EMBRACING DENTISTRY,

WE MUST EMBRACE MARKETING.- GRACE RIZZA

GO.ONCEHUB.COM/GRACE

FREE DENTAL MARKETING ADVICE

facebook.com/groups/dentalmarketingwithgrace

Get the G.I.S.T.€¦ · © Grace Rizza | GraceRizza.com | Grace@IdentityDental.com © Grace Rizza...

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