Linda Drevenstedt

2. Empower the Search Engines (Google®, Bing®, Yahoo®). Ask each staff member to search the web using a search term they would use to locate a new dentist in your city or area. Ask them to note your ranking in the non-paid area of Google®. If you are not in the top 5, you lose. Take the list of search terms used by your team and send them to your webmaster and ask them to add those search terms.

3. Add visuals, videos and personal photos to your website. YouTube® is the second most used search engine. Therefore, make some short home-grown videos: you, your office, your team, and your philosophy; you with your patients, discussing their satisfaction. Put these on your website and on YouTube®.

4. Use an offer to grab emails from searchers. What offer? Either a reduction on a service, such as Power Bleaching for $100 off, Complimentary Six Month Smile® or Cosmetic Smile, or implant analysis. Or, a "white paper" on a consumer interest topic such as, "Five Things to Consider When Choosing a New Dentist."

5. Market to new home buyers and not to everybody in your area. New homeowners are stable, creditworthy, have above average income, and are ready to establish a new dentist for their family. The best time to reach them is immediately after they buy their home. Send three letters, three months in a row with a different focus. Always include something of value.

6. Get out THERE into your community. Become active in a place of worship of your choice. This is good for your soul and good for your business.

7. Track, Track, Track where your new patients come from. You need to see if at least half of your new patients are coming from referrals from your patients and staff. If not, you need to work on patient satisfaction. You also need to see if you are getting a return on any marketing money spent. 

8. Communicate with your patients via print or email newsletters at least four times per year. Send them something other than recall notices or statements. If you have not already asked, ask patients for their email addresses since e-newsletters are VERY cost effective. Here are a few other ideas for those mailings:

• New services you now offer 
• Staff news, babies, marriages, new certifications
• New information about dental products

9. Have a specific Thank You program for referrals that come from your patients AND your team. This is not new news, but it is often lost in busyness. Be sure you appreciate EVERY referral even if it is of a family member.

10. Print the staff personal business cards. This will be money well spent. These cards help them have pride in their profession and your practice. Ask them to give them out to friends, family and where they do business such as their nail tech, massage therapist, hairdresser and kid's teacher.

11. Put together a Business to Business promotion. Make up dental health baskets to distribute in your business area which include items that can be imprinted with your practice name and logo: toothbrushes and floss, sugarless gum, mints or lip balm, card with an offer for a discount

12. Send birthday cards to the over 65 age group and e-cards to the under 12 group.

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