2 Dental Marketing Experts Talk – Love Your Dental Website Again

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2 Dental Marketing Experts Talk Love Your
Dental Website Again
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• 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
  Website
• Be the Dentist

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• 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.

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• 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
  Mark?
• 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.

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• 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

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• 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
  efficient.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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
  12.
• Howie Right.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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
  years.

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• 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.

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• 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.

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• 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

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

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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

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• 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
  forever.

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• 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?

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• 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?

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• 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.

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• 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.

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• 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
  dashboard?

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• 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

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• 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
  there.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.

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• 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.