The Dentist’s Weekend Warrior Marketing Tip

Help a reporter out!

Would you like to be quoted and listed as a source in a news article for a local, regional or even a national news outlet? Join Help A Reporter Out (HARO), and you’ll have the opportunity to become that source.

Prior to the advent of HARO three years ago, reporters relied on their own databases of subject matter experts whom they would call on when they were working on a story. They collected these names from other published stories as well as from press releases they had received in the past. This meant that the only people who got interviewed were either already famous as a certain subject matter expert or had a high priced public relations firm courting the media on their behalf.

HARO has changed this by creating a place for reporters and sources to find each other, at no charge to either. Over 100,000 journalists from small online organizations, all the way to The New York Times and ABC, are registered with HARO.

Here’s how it works:  Sources receive emails that take just a couple of minutes to read. The email lists out the topics, each with a brief description, of what the journalist is looking for. If it is something that matches your experience, you just send a short email directly to that reporter stating what makes you an expert in this area and how you can be reached. Take 3 minutes right now, and listen to the audio of the Founder, Peter Shankman, explain how to use HARO.

Not only are we a fan of HARO, but we are among their 120,000 sources. We use it to promote MDPM, as well as to promote our clients. If we see a query come through that matches any of our clients’ areas of expertise, we submit a response on their behalf!

Don’t forget that getting published is not the end goal but just the beginning. If you are quoted or featured in a news story, be sure to develop a marketing plan around the article that includes your website, blog, Facebook and Twitter to get maximum exposure out of the feature. The PR you can get from being published can create a lot of momentum and result in more business for your practice if marketed correctly.

If you should decide to take advantage of HARO, we would love to hear from you to learn how this modern doorway to media coverage increased your business.

– Jill Nastasia

Dental Practice Names & Dental Website Domains…Different Animals

Zebras and tigers both have stripes, but they are very different. For instance, even in a pinch, I wouldn’t ride a tiger. I also wouldn’t advise petting or hand feeding a tiger. A zebra, on the other hand, sure! Sounds like fun!

Another obvious difference is that Zebras live on the plains of Africa. Tigers call the jungle home.

My point is, like zebras and tigers, your practice name and website domain name have different homes, different purposes, and thus should be dealt with differently. That’s not to imply that your practice and website shouldn’t have the same name, but I recommend you put some thought behind your decision. These names should be with you for a long, long time.

As with most marketing and advertising concepts, I recommend attacking the naming issue with logic. This Q&A chart should help. (more…)

The Formula for Writing a Great Dental Practice Tagline

Some folks call it a tagline, others call it a motto or slogan. What we’re talking about here is the short phrase that follows your practice name. The little cluster of words tagged onto the end of your message. For instance, Modern Dental Practice Marketing’s tagline is: We’re in the Business to Make Dentists Smile!

TAGLINE QUIZ

Can you remember the companies for these taglines?

  • Over 10 billion served
  • Always low prices
  • You’re in good hands
  • Don’t leave home without it
  • Something special in the air
  • Good to the last drop
  • Zoom Zoom
  • Just do it
  • The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine
  • That was easy

I want to talk with you about how to come up with a good, catchy tagline for your small business or dental practice.

To gather the clouds for a good brainstorm, read your mission statement, philosophy, and/or vision. Write down single words that represent your practice.

Saturday Night Live: New Dental Sites by MDPM

This week, we’re pleased as new parents to have given life to two dental website blogs…and more are on the way!

Berkshire Dental Group, Broken Arrow, Oklahoma

First, we’d like to introduce the website of Dr. Mark Hodge, a Tulsa-area dentist in Broken Arrow, Oklahoma. Dr. Hodge is a certified Invisalign provider and instructor. His associate, Dr. Robert Mongrain, is very involved in the innovative athletic mouthguard, BrainPad. At their practice, Berkshire Dental Group, families can rely on professional, full-service oral healthcare, including preventive, restorative, and cosmetic dentistry.

We’re also excited to present Dr. Gerilyn Alfe’s blog, Chicago Conservative Dentistry. Dr. Alfe and her team extend a variety of general and cosmetic dental services to patients of all ages at their practice, Chicago Smile Spa. As a conservative dentist, Dr. Alfe relies on minimally invasive procedures, biocompatible dental materials, and state-of-the-art technology to transform and maintain her patients’ smiles.

Feel free to review these blogs (click the images) and our dental website portfolio. If you’re ready to jump into blogging, social media, and online marketing, call MDPM today at 972-781-8861. We provide complete ghost writing and social media management for dentists and dental industry professionals. We also design logos, branding, and community marketing programs…that produce rockin’ results!

The Dentist’s Weekend Warrior Marketing Tip

Be a mad scientist!

Want to make your office not just kid friendly, but a place your patients go to for science education?  Then all you have to do is set up a small “science experiment lab” in the corner of your waiting room or any area that you are not using right now. You can have various displays showing how teeth break down when exposed to different food and liquids, the impact of trauma and other issues that affect our teeth.  You can also have experiments that compare the effect of different products for removing stains and compare toothpastes and mouthwashes.

To promote you new lab you can do the following:

  • Send out a press release to the local media.
  • Write a blog about your science lab and invite parents and educators to bring their kids in to see it.
  • Contact the local schools and offer to come in and speak to their students about the science of tooth decay and dental hygiene.
  • On your website, offer a resource page for students participating in science fairs. You can include information about the amount of sugar and acidity of various liquids and how they might impact teeth. You can include a list of suggestions for science fair projects that relate to dentistry.
  • Make a video of you conducting an actual experiment. You can get the procedural guidelines for science fairs from your local school and use the same format for your experiment. You can have this video playing in your lab for your patients to watch while they are waiting.
  • Ask students to submit a video of their science fair projects. You can also use these videos on your website and in your lab area.
  • Be sure to recognize any of your patients that win an award in their schools science fair.

Not only is this a great way to help educate your patients, but you may just find and release that mad scientist hidden inside you!

–          Jill Nastasia

Small Business Social Media Management with a KISS

I read an article on Mashable today that listed over 30 different social media sites. There are a bazillion more out there. If you’ve heard about smart phone advertising, social networking by location, and other crazy technical stuff you don’t understand, the words “social networking” can seem scary or overwhelming. Problem is, EVERYONE has jumped on the bandwagon. When any business succeeds to unprecedented levels like Facebook has, every Tom, Dick, and Harriet wants a piece of the pie…or even better, their own pie.

Here’s the deal:

  • As a small business owner, you need social networking as a part of your Internet marketing plan.
  • As a small business owner, you do not need ALL FORMS of social networking. That would be a gross waste of time and energy.
  • As a small business owner, you have NO TIME for anything social! If you did, golf would come way before Facebook.
  • As a small business owner, I understand and empathize.

Let’s apply the KISS philosophy (keep it simple, silly). (more…)

The Secret to Patient/Customer Loyalty & Excellent Word-of-Mouth Referrals

We have three main grocery stores in my town. One is super cheap, and I have to admit, I shop there. It’s the American Way. Another is staffed by teenagers who are more interested in texting than bagging. As a shopper in this store, I’m a guinea pig for workers in training. And I’m paying for this privilege? No thank you.

The third grocery store is amazing…so it’s the store I prefer and recommend. Prices are higher, sure. But being greeted with a smile and, “Can I help you?” is priceless. If I can’t find what I’m looking for, an employee reads the confusion on my face and rushes over to help. He actually walks me to the product I need—never points or gives me directions. I love Tom Thumb in Trophy Club, Texas. Those fine folks could write a book on excellent customer service.

One of my favorite quotes is from Einstein. He said something like Insanity is doing the same thing over and over and expecting different results. Logic tells us that the reverse is true. Good sense is doing the same thing over and over if you want the same results.

I decided to analyze why I like Tom Thumb. My main appreciation is for the employees. As a somewhat intelligent businesswoman, I should apply these points to my own business. I’m no Einstein, but I figure that mimicking the customer service that I appreciate will foster the same loyalty in my clients that I feel for my favorite grocery store.

Fact: Word of mouth advertising has the best return on investment of any marketing.

Fact: Seventy percent of Internet users believe the testimonials
they read online. It’s modern word of mouth.

Fact: If you get good reviews on Twitter, Facebook, LinkedIn, Yelp!, Google, etc.,
you’ll benefit not only from readers of those reviews, but also from search engines loving the backlinks to your website.

So what’s the secret to rave reviews, loyal customers, and excellent customer service? (more…)