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Patient Attraction Episode 241
Hi, Colin here on Wednesday, Oct. 22, and we’re going to spend the next three days looking at some advice from my friends and colleagues over at Summit Practice Solutions about how you can improve your print marketing, and you’ll be surprised how many apply to web marketing as well. Stay tuned.
– I’ve known Max and Mike over at Summit Practice Solutions for years, and they are really good at helping dentists get their practice in order.
– They run a regular blog and occasionally discuss marketing in it, they are more comfortable in traditional marketing and regularly steer their clients to me for web marketing.
– After all, Max and Mike are SmartBox clients too!
– One of their recent blogs talks about some direct response marketing basics, and I thought how similar they are to best practices in web marketing.
– So today I want to give you four things patients want from your ads (and website).
- Choose the correct colors.
– Well, what does “correct” mean?
– Mike recommends blues and teals for print ads.
– I think that is rather limiting for websites.
– But I do recommend muted, calming tones.
– Using garish colors and loud tones make your website look like the Sunday comics.
– You want people to look at you as responsible and trustworthy.
- Use a picture.
– Mike recommended using a picture of a grandparent, mom and dad, and kids.
– This would show that you welcome the whole family.
– He points out that the images you use will influence how people think of you.
– I agree, and that is why we try to use photos on our website that reflect the kind of patients our dentists are trying to attract.
– For instance, a dentist looking for younger, professional patients should use more images of that group.
– Conversely, a dentist who doesn’t work with children should not use photos of children on his site.
- Mike recommends that ads should have a prominent phone number and website address.
– He suggests using a unique line in the ad so that everyone in the office knows it is a new patient.
– I addressed this issue last week, but I believe in using phone tracking to know where your new patients are coming from.
– Your staff also knows that calls are being recorded, so they have to be in top form every time.
- Finally, tell them which insurance you take.
– Mike said this to contrast with the idea that dentists should tell every prospect that they are in-network.
– This is a major PR blunder, because the patient will find out that you weren’t in-network.
– What’s more, the insurance company will tell them how much they could have saved after the fact and give them a list of close in-network providers.
– The only difference I have here is that some dentists are not trying to attract patients based on being in-network.
– If you are trying to get the dental insurance yoke from around your neck, or limit the number of providers you work with, I wouldn’t highlight insurance.
– Market to the patients you want to attract, and if this is those who prize value over cost, I recommend downplaying insurance and emphasizing payment and financing options.
– Tomorrow we’ll look at things NOT to include in your ads.
– Until then, keep moving forward.