Want to use this article on your website or your own newsletter? No Problem! But here is what you MUST include:
Dr. Ginger Bratzel discusses the importance of follow-up system and automation to grow your dental practice and get more out of your marketing.
What is follow-up?
Follow up is the process of keeping contact with prospects or existing clients, customers or patients over the long period of time. If they want information on something or if they have shown some interest, so you want to keep in contact by giving them bite-size pieces of information while providing value to them over the long hau to increase your know, like, and trust factor with them.
When I mention follow-up, we often think that we are already doing that as part of of our marketing systems. But in reality, we’re not. We’re not because it isn’t happening with each and every patient each and every time.
If we break down all the prospects in 3 parts that I like to call the “Rule of 1/3.”
The first 1/3 is composed of those people that easily respond to your dental marketing. They are going to call, make an appointment to come in or they will show some affirmative actions to your marketing. Most of us judge our marketing’s performarance on that one step alone to be successful or not based on this one group alone and stop right there.
And by doing that, they are ignoring the other 2/3 of prospects, 66%, still looking for a dentist.
The next 1/3 or the middle group is “kind of interested” but they are not yet in that point where they can make the decision to come in. This kind of group needs some more information from you. They need more interaction. They need more information about you or about the consequences of their dental condition and the benefits of what treatment can bring to them in patient focused marketing.
Slightly Interested or “Undecided”
The toughest group and the last 1/3 is composed of those people that arethe “high fruit in the tree” that nobody wants to climb up to that part of the tree because it’s so hard to reach despite being abundant. Those are people that need a lot more interaction. They need more systems. They require more of your time. It is just like making a fine wine that is undergoing fermentation. It takes a certain period of time for them to take an action. So you really have a system in place to do that over the long haul.
And that is the role of the automation system. If you don’t have the correct follow-up system which is automated to do that, you’re going to lose that 66%. You have the great intention in following up people or patients, but because of your schedule, you can’t do that anymore. So that will be possible with using the new patient attraction automation system and that will surely grow your dental practice very quickly.
According to Andrew Wood in his book, Cunningly Clever Marketing, one particular type of e-mails, newsletters, ad or blog posts will get the biggest response.
It's not the best information, (that’s what it should be) but instead it’s the one’s with the most spelling mistakes and typos!
To all of you better at English than I, (most of you) I offer the following…
Don’t skip this because it looks weird.¦ Believe it or not you can read it
I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg The phaonmneal pweor of the hmuan mnid Aoccdrnig to rscheearch taem at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, t! he olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Such a cdonition is arppoiately cllaed Typoglycemia –
The human mind is amazing.
Yaeh and yuo awlyas thought slpeling was ipmorant.
The most important thing to do get moving, get your message out there and start attracting more patients.
And as professionals, we often feel that we must speak at a different level and communicate at a high degree.
But that's not true. Research shows that the best received messages come when delivered at a level equivalent to an average middle school student. So regardless if you are marketing to rocket scientists or elementary teachers, all communications should be geared in a conversational style and to that level.
Remember, patients don't need to know everything you do in technical terms to choose you for their dental care.
I think this article posted below is terrific at explaining the relationship building aspect of social media on why you need to get your prospects and customers INVOLVED to build the relationship, earn their trust, and become an authority so they will choose YOU when selecting a professional practice. I highly recommend reading it -Dr. Ginger
Why Brands Need Friends – Not Fans – on Facebook http://mashable.com/2011/11/18/facebook-brands-friends/
Why Brands Need Friends – Not Fans – on Facebook
Clyde McKendrick is founder and executive strategy director of innovations and insights lab Cultural Capital, an integrated advertising agency based within WDCW-LA. Clyde has spent the last 15 years guiding brands like Pepsi, Red Bull and T-Mobile to develop their brand strategies and communications.
Facebook offers brands access to its vast audience with no apparent cost of entry. Therefore, one would presume that brands would develop strategic and forward-thinking campaigns to maximize their reach. Not so.
Instead, brands quickly entered a popularity contest for the most Likes. It seemed companies were simply content with growing audience numbers. Until lately, they’ve been comfortable measuring return on investment by the number of fans alone. Now they’re beginning to question the value of such a one-dimensional strategy.
Starbucks, one of the most popular brands on Facebook, has startlingly low engagement numbers, despite its 26 million fans. A recent post from Starbucks mentioned the company’s popular red holiday cups. Yet, its engagement rate (the number of gestures on the post divided by the total number fans at the time of this writing) only calculated to 0.28% Likes and 0.02% comments.
The challenge for brands is to evolve from simply being a company with a product to becoming a valuable source for interesting, entertaining and useful content. The real measurement of a brand’s Facebook success is relevance.
Facebook’s Edgerank algorithm is the first step for measuring a brand’s relevance across its community. Following F8, people began to optimize social media performance against Edgerank’s key metrics, namely, by developing strategies to measure affinity, edge weighting and recency. Unfortunately, numbers don’t mean anything if the brand can’t reach into fans’ News Feeds and achieve basic levels of engagement.
Brands would do best to approach the problem differently or, more specifically, to start acting like those hyper- connected Facebook friends we all have. These individuals not only broadcast their status updates, connect with apps like Spotify, and Like frequently; they also frequently engage friends in one-to-one discussions or curate social events, thereby building broader community circles.
From Content to Collaboration
To date, most brand activity has focused on building a brand’s audience base and then using a simple content strategy to engage fans via Likes and comments.
Widening the focus to include a collaboration strategy would create a stronger communications infrastructure around a brand.
The challenge for the brand is to identify and reach out to the most socially active, engaged and influential fans. By collaborating with these individuals and creating mutual value, companies will begin to see increased sharing and growth in their own community.
Brands must learn how to mimic human sharing behaviors. Individuals strive to be the first to break news, to post photos proving “they were there,” to beat another friend in a social game, etc. Brands that mirror such activity will prove more relevant to fans. By acting like a friend first and foremost, brands will collect – and ultimately engage with – more people.
Characteristics of “Friendly” Brands
Creating an influencer affinity model is certainly nothing new to marketing. On Facebook, however, connecting with your influential community takes time and resources, but ultimately returns greater value. What are some ways brands can do this?
1. Provide Ranking and Recognition
Thirty-year psychology veteran and founder and owner of the User Experience Institute and WhatMakesThemClick.net, Susan Weinschenk applies psychology to understand how people think, work and
relate. One of her posts discusses user addiction to Facebook status updates and News Feed posts. These
behaviors are fueled by dopamine, which has been shown to cause seeking behavior. Dopamine causes us to desire and seek out, says Susan, which ultimately increases our goal-directed behavior.
Knowing this, brands need to create Facebook content that encourages habit-forming behavior. Furthermore, companies need to rank user engagement and involvement, and recognize fans for their efforts as brand ambassadors.
2. Grant Exclusive Access
One of the best ways to engage fans is to provide them with exclusive access. Imagine what the ultimate fan experience would look like for your brand. Would you open your locker room or office to fans? Would they get the opportunity to be part of your next packaging design? By thinking like the fan, you’ll be leveraging a collaboration strategy rooted in exclusivity.
Sephora has rewarded its most loyal customers on Facebook with exclusive, friends-only deals, early access to products and deluxe samples. Fashion brand Diane von Furstenberg offers its fans an exclusive wrap dress each month, proving that this time-old marketing tactic is just as effective today.
3. Reward and Incentivize Sharing
Loyalty programs are nothing new to brands and marketers, but brands need to understand that social word-of-mouth is just as important. Combine the two strategies by rewarding your brand’s most loyal ambassadors for sharing their positive experiences online.
GoPro camera leverages this kind of fan interaction on its Facebook page. Its recent “I Love My GoPro” contest asked fans to submit a GoPro photograph that communicates “that epic moment, that photo that you showed all your friends, that photo you could only get using a GoPro camera.” Fans wrote captions for their photos and submitted them to the company over Facebook. Then GoPro fans voted for the top 50 entries to advance to the finalist round.
GoPro understands that its contest was mutually beneficial: It got people talking about the brand (and sharing it with their friends), and also rewarded fans by publishing their photography and presenting a grand prize.
By putting emphasis on the fans behind the brand, a company can start to humanize its interactions and drive people to connect online and offline. After all, who wants fake friends, in real life or on Facebook?
Hope your week is going fantastic.
(Sorry about the reference, but Star Wars is in big in my house with my big and little guys)