2 Dental Marketing Experts Talk – Love Your Dental Website Again - PowerPoint PPT Presentation

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2 Dental Marketing Experts Talk – Love Your Dental Website Again


Find out what dentists should do to make patients fall in love with their dental clinic website. – PowerPoint PPT presentation

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Title: 2 Dental Marketing Experts Talk – Love Your Dental Website Again

2 Dental Marketing Experts Talk Love Your
Dental Website Again
  • Podcast Highlights
  • Love Your Dental Clinic Website Again
  • What to Own, What to Delegate
  • Regular Maintenance and Upgrading
  • Delegate Minutiae
  • Knowing What You Get from Your Dental Clinic
  • Be the Dentist

  • Podcast Transcript
  • Hello, and welcome once again to the Dental
    Marketing Mastery Series. This podcast is brought
    to you by New Patients Incorporated, and NPI
    click.com. Im Howie Horrocks, the Founder of New
    Patients Incorporated, along with me once again
    is my friend and partner and the President of New
    Patients Incorporated, Mark Dilatush.

  • Hello, everybody. Welcome once again to our
    podcasts. We love having you guys and gals out
    there. Youve got me, this is Howie Horrocks, in
    Vegas, and weve got my buddy and partner out
    there in New Jersey. Mark Dilatush. How you doing
  • Im doing fine Howie. Were a little wet out here
    in the Northeast.
  • Howie Really?
  • Mark Yes. Yes. Noah, came by. The biblical Noah.
    And he said, Yeah, Im done. Im out. I cant
    handle this. Right.

  • Howie Too much even for Noah, eh?
  • Mark Right. So what are we doing today? This
    came from the mailbag. I actually, I think it was
    a combination of several hundred mailbag
    comments, emails, what have you Facebook posts,
    etc. That I know dentists struggle, or some of
    them struggle, with all the details of managing
    this aspect of their dental clinic marketing. So
    we figured we would make a podcast out of it.
  • Howie Yeah, yeah, were calling it, Love Your
    Website Again

  • Love Your Website Again
  • Mark Anyone whos been married, you know, you
    get the inference there. When the website is all
    shiny and new everybody loves their website. And
    over time, it just begins to get aged, and dated.
    Its like Formica, on your counters. Also,
    theres innovation, theres new tools to build
    websites these days. And those new tools are more

  • And these new tools allow you to do many more
    tasks, from a website and an internet marketing
    situation. Those tools werent even available a
    year ago. Then theres the whole, Google changed
    their mind for the 2017 time. And they think
    this over here is important this week, right? So
    you know, those new tools and the innovation that
    happens in our industry allows us to take
    advantage of Google changing their mind this week.

  • So, the reason why were bringing this up is
    because dentists tend to stress, or at least they
    come to some point of stress over their dental
    practice website after its built. In other
    words, when its built, theyre all excited.
    Yeah, Ive got my new website! Look Mom, heres
    the URL. And its nice and everybodys happy and
    the staff loves it, everythings nice and fresh
    and new.

  • But over time, the details of owning operating
    managing a website, especially through a 20 year
    career, you know, it can be kind of an overhead
    right? And in a lot of cases, if its a solo
    practitioner, they dont delegate this to someone
    else, either a dental marketing firm or having a
    marketing person on staff, but whatever.

  • Normally, if they dont delegate all these
    details to somebody else, they end up taking it
    on their own. A lot of them are lost, missed,
    some of them in some cases stolen, or ignored.
  • It becomes just like another 10 tasks that you
    have to deal with, besides patient care, staff,
    management and everything else that dentist has
    to deal with. So what we wanted was to assemble
    all these things into a podcast. And show you how
    to love your website again.

  • What to Own, What to Delegate
  • So the first steps are the obvious things. We
    know the dentists who hate their website the most
    are the dentists whove had their URLs stolen by
    a nefarious website company. Okay. No, the words
    in the URL they had were owned, actually, by the
    website company and the website company says,
    Well, well sell it back to you for whatever,
    4,000. Actually, there was an example of this. I
    think it was on Dental Town recently.

  • Howie Yeah, just recently.
  • Mark In April I think. Somewhere around there.
    So thatll make a dentist hate there website
    instantly. Right? Okay, so the lesson there is,
    you the dentist, always own the URL. But if you
    want to delegate the management of it, you make
    whoever you choose the Admin, so they cant take
    away your URL, but they can pay attention when
    things need attention.

  • And websites need attention. They need
    attention. About as often as you power wash your
    deck. Okay, you know, once a year, or once every
    other year, depending on how many years you
    secured your domain for. So thats a detail.

  • Howie Yeah, you know, and Mark, its a good
    point, because thats a detail that is easy to
    forget for the dentist. Because when that domain
    renewal comes up, and you know, thats kind of
    like Were knocking on your door, you need pay
    attention to this! And you dont because maybe
    you think its spam, or you dont know what its
    for and then one day your websites missing.

  • Mark Yeah and normally you dont even know it
    for like 30 days, okay? A patient walks in and
    goes, Hey, Doc, your website is down. And then
    theres this mad scramble.
  • Howie Yeah. Thats just one little detail that
    can completely wreck your month.

  • Mark Right. Exactly. So now lets take that
    one classic example. And lets expand upon it
    because for a lot of our clients, we buy
    defensive domains. Yeah, so whats a defensive
    domain? A defensive domain would be (your town)
    Smiles dot com. Lets say thats your main URL,
    we would want to purchase all the variations of
    that on behalf of our client. Right? So theres
    not just one domain renewal. There might be 8 or
  • Howie Right.

  • Mark Or even 16. It depends on how many you
    know, we got from a defensive position
    standpoint. So those come in email notifications
    and pretty soon that dentist gets kind of
    overwhelmed, right? So now thats just a URL. Now
    lets go to hosting. And most dentists dont
    understand what hosting is. And thats fine, you
    dont have to understand what hosting is, the
    only thing you really have to understand is that
    youre going to get a notice from your host
    thats going to say its time to renew your
    hosting. It happens either on a monthly or
    annual basis.

  • Some of them will go two or three years. But
    thats another detail. And then recently, Google,
    again, they hiccupped and they said, Well, we
    need everybody to have SSL on their websites, or
    theyre going to mark them as unsecure so that
    the surfing public knows it could be insecure.
    So you need to add SSL to all your pages of your
    dental office website.

  • And of course, theres another detail. So how do
    I get that done? Who do I talk to? How fast will
    they get it done? So on and so forth, until
    pretty soon a dentist doesnt like their website
    anymore because theres so much of this. You know
    what it is? Its dental clinic website minutiae.
    Okay, its, you know, like getting a glimpse of
    pollen on your car right after you wash it,
    right? It keeps coming month after month, week
    after week, and you keep washing your damn car,
    and it keeps turning green.

  • Regular Maintenance and Upgrading
  • So you have that and you have your domain
    renewals, and you have your SSL and you have all
    this crap that you have to deal with.

  • And then every about every time you change out
    your cell phone, I dont know what the exact
    stats are on cell phones, I think cell phones,
    from somewhere around 30 to 34 months, people
    swap out their cell phones. And we will typically
    rebuild a client site about every 48 to 60
    months, somewhere between four and five years,
    and we dont do it just because we can and we
    dont do it just because it means business
    Thats kind of silly. Our job is to conserve
    marketing resources, not spend them so we dont
    do it for those reasons.

  • We do it because it keeps everything fresh,
    updated. Most recent information, the right
    marketable attributes, the most popular
    marketable attributes, the conveniences,
    technologies, the highlights, online dental
    scheduling, everything in the website is all up
    to date. And all properly placed all properly
    messaged and documented. About every, lets say,
    lets just say four years, but every four to five

  • You should plan financially, to replace your
    dental practice website, at least renew it and
    refresh it. I mean, lets face it, by the time
    you refresh and renew a website, you might have
    just built a new one. Right? So that those
    details and rebuilding the site with the newest
    latest greatest in Dentistry, gallery of
    pictures, staff, hours, services, amenities,
    everything. Your practice doesnt stay stagnant.
    Your practice is always evolving. If its
    stagnant, you cant afford a website anyway.
    Okay, because sooner or later, youll go out of
    business and you wont need a website. Right? So
    then you really hate your website.

  • Howie Yeah. By then you really hate you
    website. Mark, this might be a good time for us
    to take a little break. And then we come back and
    weve got to entertain our audience some more.
    All right, dont go away. Well be right back.

  • Commercial What is NPI Fusion marketing? Of
    course fusion means the blending of two or more
    things, to make one thing. In this case, we
    combine offline dental marketing with online
    dental marketing. We can put a dental marketing
    message into the prospective new patients home
    and at the same time have that marketing message
    also appear on their Facebook feed. Its a
    wonderfully efficient way to double your
    marketing exposure. Check it out at New Patients
    Inc.com or npiClick.com

  • Delegate Minutiae
  • Howie Okay, were learning how to fall in love
    with your dental clinic website again.

  • Mark Its funny, you dont really know these
    things are going to happen until after you own
    it. You know, sort of like the first time you
    owned a new car, Wow, great, you know, I have a
    payment, but I have a brand new smelling car. And
    then invariably, 40,000 miles hits and you do
    brakes, new tires. You need all these new things.
    And websites are not that much different.

  • Im not gonna say constant maintenance, but it
    does need maintenance. And it should be renewed
    or updated, or, using the car analogy, a new
    lease should be found every four years. If you do
    that and you delegate all the mundane stuff I
    dont want to make this a commercial for what we
    do, but thats what we did.

  • We are our own CMS, our Customer Satisfaction
    Managers. Thats what they do. They manage all
    those things, all the minutiae that goes into
    owning a website, keeping it up to date, adding
    the new information, new BIOS, new employees,
    new, whatever, right? As they happen, almost in
    real time.

  • And then, of course, your domain needs to be
    renewed? Fine, they do it. And if your host needs
    to be renewed? Yep, fine, they do it. Same thing
    with your SSL that needs to be renewed or
    installed, yep, they do it. Its just something
    that you dont really have to be stressed over.
    So because you should love your website all the
    time, not just the first three months, when its
    brand new.

  • You should be able to look at your website and
    be have the sense of pride in it, that it is the
    latest greatest and that it is updated. You dont
    really have to worry about it, you can be assured
    that your patients arent going to be turned off
    by it, you know, were not going to put, you
    know, bloody implant surgical sites on the front
    page of your website.

  • Howie Yeah, weve been asked to but, we
    dont do that stuff. Even if you want us to we
  • Mark I can send you literally thousands of
    dental URLs that have them.

  • So thats the first real big set of steps to
    loving your dental office website, always loving
    your website, is to have somebody else handle all
    the minutiae so that you dont have to. And have
    somebody else there to update it as those updates
    come in. Because, you know, we cant make stuff
    up. When you have an update, you know, email it
    over to us and well just go in and update your
    website. Anyway. So thats a great way to love
    your website. And then the remaining way to love
    your website is to know what you get from it,
    which is a really good way to love website

  • Knowing What You Get from Your Website
  • I see the numbers. In my analytics report, I can
    physically see that these people came to my
    website, which page they clicked. But you know,
    what, I cant see what it generated. For me, I
    can only see in analytics, like traffic, I cant
    really see if it creates anything. So well,
    yeah, you can see a call, you can see traffic,
    like I know when somebodys been to our website,
    for instance, right?

  • Same thing with a dental website. But once you
    install the call tracking in the dashboard and
    you start getting calls, and the call, says
    existing customers or existing patient and
    then the call says social media or the call
    says organic search or the call says Google
    business page then youre looking at your
    dashboard going Ah, now I really love my
    website. Look what its doing for me. Right?

  • Now, okay. So if you if you remove all this
    stress, dental websites shouldnt be stressful,
    they really shouldnt. Heres how you think about
    your website. Your website is a storefront on
    Main Street.

  • Everyone passes by, or searches. And they when
    they search down the street, they see your window
    front, they go to your storefront, which is
    basically your homepage. And if it looks inviting
    enough, i.e., the main navigation at the top
    (probably) of your webpage. If it looks inviting,
    maybe it has some inviting window treatments in
    those front windows, maybe its a video, maybe
    its a picture of the dentist, and maybe its a
    picture of the dentist with their family posed
    properly. Whatever it is, as long as it looks
    inviting, and the main navs (navigations) are
    proper, then theyll come in. And they normally
    come in through meet the doctor.

  • So once they meet the doctor, theyll go from
    there through to things that they may or may not
    be interested in. And that changes from potential
    patient to potential patient. Anyway, the point
    is, is that your website is your storefront to
    the internet world, not only the internet world,
    but the offline world. If youre doing any kind
    of offline, lets say youre doing mail, lets
    say youre doing a mail campaign. Well, we know
    statistically the 35 of the people that actually
    act off of that mail campaign, call the number on
    the mailer, the rest of them, go to your website
    and interact there and call from your website.
    Wouldnt it be cool if you could see that in the

  • Howie Yeah
  • Mark That would really be cool. Right?
  • Howie Yeah, that would prevent you from perhaps
    being disappointed in your mailer results and
    thinking that every call youre getting is coming
    from the website. I mean, weve seen that over
    and over again.
  • Mark Yeah. Literally thousands of people

  • Howie Theyre not realizing that what is
    actually happening is theyre getting the mailer
    and then going to your website.
  •  Mark Right. Or, you know, being referred by an
    existing patient and typing in your practice name
    in Google into their phone and going to Google
    business page and making their appointment from

  • Be the Dentist
  • Right? Thats how you begin to love your dental
    practice website. When we did our interviews of
    the dentist and they tell us all this minutia I
    hate that crap. Get that off my desk. Okay,
    fine. I want to keep it updated but I dont want
    to think about it.

  • I dont want to write it, and do it. Okay,
    fine. Okay, well take care of it, check, check,
    check, check. But I want to know what its doing
    for me. Theres no way to judge it. Do I make
    another website or update this one? Do I go with
    a different company? I dont have a clue if my
    prior investment in my website has even paid me
    back yet. Okay. Thats the dashboard. Right?
  • So those arewhat most dentists want is they want
    to have their storefront well maintained for them.

  • They dont want to be the guy or gal who cleans
    the glass, changes the window dressing, or
    changes the departments inside the front windows.
    They dont want to do that stuff, and be the
    person who pays the lease on the rent of the
    storefront. Okay, they just want to be a dentist
    and take care of patients. So when we asked What
    would make you happy with your website? It was
    like verbal vomit. You know, heres all the
    reasons I hate my website.

  • So we just kind of, you know, assemble them all.
    And some of them we had to interpret because some
    of the responses we got, you know, kind of
    singular in focus, not global and application.
    But when we got down to the end of it, we said
    well, what would really make a dentist happy with
    their website is if it worked, if they knew what
    it was generating for them. In other words, the
    ROI was there. And if they didnt have to worry
    about any of the minutia and details involved
    with maintaining. Thats basically what most
    dentists want. Okay.

  • Howie Pretty simple
  • Mark Pretty dang simple, right? So thats how
    you love your dental clinic website. Again. Your
    website is just sitting there ready to be loved.

  • Howie Yes, it is. Well, we certainly thank
    you all for tuning in again with us and we hope
    that well have you back here next time. All
    right. Bye now. We hope youve enjoyed our
    podcast today. You can get all our podcasts on
    iTunes, Stitcher, and Libsyn.com. And on our
    websites, newpatientsinc.com.
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