If you’re searching for a dental marketing plan that works, you came to the right place. Dental marketing has come a long way since the days when phone book ads were the way to go.
Today, a good dental marketing plan includes both offline and online marketing strategies. But many dental practices struggle to choose dental marketing plans that work with so many options. Here are three proven dental marketing strategies that work today.
1. Serve your patients well.
Many times, dental practices that put together a dental marketing plan focus solely on marketing to new clients. While that’s natural, a practice’s best and fastest path to higher profits is often by serving patients well.
One way to serve patients well is to implement a monthly newsletter to stay top of mind. Include in your newsletter what you have done that month to serve your community. Include a featured service. Highlight continuing education, new services, and exciting team members and practice accomplishments. Your newsletter demonstrates your commitment to the community and serving patients well in a way that gives patients a gentle reminder to schedule their next appointment.
In addition to a newsletter, look for ways to add excitement to your practice. For example, you can start a kid's club. We implemented one in my practice and kids love it. Each kid gets a t-shirt. When they come in, they get a printed kids’ newsletter that we produce every three months or so that includes a special deal at a local business, which we arrange with other businesses. We also include a few dental tips for kids. The kids love it and feel very special.
Finally, make sure your patients feel like VIPs when they’re in your practice. One thing we do in my practice is bring out warm peppermint scented towels on a silver platter at the end of the treatment, so people can wipe their hands, or even freshen up their face. Patients love it.
There are lots of things that you can do for existing patients to make them feel like VIPs. By doing so, you generate loyalty and raving fans that will start referring you to their family, friends, and coworkers.
2. Build community engagement.
Another dental marketing strategy that works is to invest in getting your community to talk about you. This is an area I'm really excited about because it works so well while improving your local community. I’ve helped a number of practices implement these campaigns in their community, too, and it works incredibly well.
One of the best things about community engagement campaigns is their simplicity. For example, one community engagement campaign that works well is a clothing drive. In my practice, one successful campaign we conducted was a post-Christmas clothing drive. We encouraged people to clear out their drawers and drop off clothes at our office. We then randomly selected someone to win a gift card toward services in our practice who dropped off clothes.
Other examples of community engagement campaigns include having a free kid's dental day or doing coloring contests for kids. You can promote and implement these types of campaigns easily by sharing on social media and even build an email marketing list by having people submit their email to be able to download the coloring sheet.
Finally, one of the most impactful and successful campaigns you can do is to conduct a Project Smile competition, where you ask people to nominate someone for a chance to receive a new smile. Project Smile campaigns are extremely powerful, very fulfilling, and it's really great for your team health and culture.
3. Create a consistent presence and strategy.
The third strategy that works is to be simple and consistent with your marketing. Way too many practices market in piecemeal. They have one look, feel, and messaging on their website but their marketing campaigns look completely different. Others only market online but not offline. Others market only offline.
As simple as it sounds, the most successful practices maintain a clear, consistent, presence and marketing strategy both online and offline. They market online but don’t forget about serving their patients and investing in their community. They have a professional, modern website but also brochures that patients can pick up. They market to patients but also other businesses, dropping off brochures at pediatricians and other medical providers in their area. They go out of their way to thank people who refer patients to the practice and strike deals with local businesses to give their customers or employees special treatment or a special deal.
If your marketing plan doesn’t seem to work very well, it might be that you are investing too much time and attention on only one type of marketing. A simple, consistent, balanced approach to dental marketing helps maintain a more consistent, professional message throughout your potential patient pool.
Do you need a dental marketing plan that works?
With so many dental marketing plans available, it’s easy to get stuck spending money on marketing that doesn’t work. If you’ve struggled to build momentum with your marketing, three strategies can help.
I don't know about you, but inside of my practice, sometimes we have people that come in saying, “Wow, that much for an implant?” Or, “Wow, I didn't know that Invisalign would cost so much.”
I’m sure I’m not the only one experiencing this. It can be difficult to come up with an answer for these patients. This is especially true ifwe don’t fully understand ourselves. When we know, it’s much easier to explain costs to patients well.
If you struggle with responding to your patients when the cost is too high, you’ve come to the right place.
Know your profit margin.
Every owner should know their profit margins. Profit margins are the actual cost to be able to do a particular service.It takes into account the supply costs to be able to do that service, fixed expenses, and variable expenses per hour for the use of variable expenses.
Oftentimes, dental practice owners don't know how much it actually costs to run their practice per hour. What are your costs per hour for salaries? What is your cost per hour for use of your office? Make sure to include rent or mortgage, utilities, marketing costs, and other expenses. Divide those numbers into the number of hours you work. When we are not certain of our actual expenses, it’s easy to start to doubt your prices. You might just see the fee number and agree that your fees are high when the reality is, it might be that your operational expenses are too high, and that’s what’s requiring higher fees.
When you know that, for example, it's going to cost you $140 to do a filling in your practice, you won’t feel bad if a patient says, “Wow, $160 for a filling,” if that's your fee. Knowing your numbers help you better prepare your case presentation and enhance your verbal skills.
If you haven't looked at your costs per hour, I highly recommend doing so. And if you want help, you could join our Platinum Coaching program and we can help.
Present your treatment plan with the patient's personal goals in mind.
The other step to take if patients complain that costs are too high is to present treatment plans from your patients’ perspective. You must understand your patient’s goals and so you can help them see what investments they need to make. For example, many of the most successful dentists ask each patients, “What are your goals for your teeth, your mouth, your smile?” They then ask patients questions like, “What would it mean for you if you got this fixed?”
The patients’ answers will help you better understand why they're there, what they want and desire. And they then present options to them in the context of how the options will help the patients achieve their goal.
We suggest asking patients for permission to present the case to them. Keep it simple, asking “Is it okay if I take some time and share with you how we can help you and how we've helped other patients just like you?” Of course the answer's going to be yes. Then present your treatment plan in that context.
At the end, say, “Now, this is going to be an investment. The great thing is that once you have your smile makeover done, this is what your life is going to look like.” Follow that with the goals they want that your treatment plan will help them achieve.
Once done, ask if they want your help. Encourage them that they’re worth it and show them options to help afford their treatment. You can say, “This is an investment in yourself and you're worth it. But we can work with you and create a customized plan so that you can fit this dentistry that you so deserve and you so want into your budget.”
Are you ready to help more patients move forward with their treatment?
If patients think fees are too high, we might not know our numbers enough or be presenting treatment in the context of their goals. These two steps can help you immediately boost case acceptance rate. And then you will be able to help more patients achieve their goals and live a better life.
Have you ever had a team member who was afraid to talk to patients or was not outgoing or building connections with your patients? I have had several team members like that throughout the years.
Unfortunately, many team members who aren’t naturally outgoing or warm assume they have a disadvantage. However, the truth is introverted team members and team members who struggle to make connections can excel in the dental practice if you give them the right training, tasks, and direction.Here’s how to help those team members thrive.
Identify the personality types of your team members.
When people struggle to make connections, the first step to help them is to identify your team members’ personality types. Identifying personality types helps you understand many things about team members, including how they make connections with others.
I recommend using the DISC profile to identify personality types. Within DISC, there are four personality types. There is the D type, which stands for a dominant personality style. They tend to be the leaders and are okay with taking risks, but they also can come off as pushy. Then there is the I type, which stands for the influence personality style. They tend to be more outgoing and the life of the party. People with the I personality tend to not be very good at following through.
The S style, which stands for steadiness, tend to be more sensitive with strong feelings of connection to other people. On the flip side, people with S personality types tend to be taken advantage of more often because they're so kind and loving. Finally, you have the C type, which stands for conscientiousness. People with C personalities are very detail-oriented. These are people that typically are going to be accountants or that may be surgeons. On the flip side of the Cs is sometimes they are very serious and sometimes they are really slow to make decisions.
Personality assessments can be very insightful and instructive, so we even administer them within our Delivering WOW Accelerator Program, as well as for our coaching clients in our Mastermind. It's been insightful to get feedback from doctors saying, “Now I understand why my hygienist, who's very outgoing, struggles with writing chart notes.” As team members start to understand their behavioral style and team members understand each other better, you can assign tasks accordingly.
Delegate tasks with each team member’s personality in mind.
As we start looking at behavioral styles and the roles of our team members and the roles that they occupy in our practice, it's really important that we understand where they are in terms of a natural behavioral style.
I remember in the early days of my practice, I wanted to have social media implemented. We ended up giving that task to someone who had an S-style, so they were a calm natured, introvert. But they struggled with one of the key parts of our social media strategy, to collect patient video testimonials. There were great creating posts but were uncomfortable asking patients for video testimonials. We decided to switch it up and gave that part of the task to a team member that had more of the I-style. That person was very outgoing and loved talking to people. All of a sudden, it was easy for her to make that connection and get those video testimonials.
Once you start to assign tasks according to your team members’ strengths and put them in the area of their natural behavioral style, you'll see the results that start to happen in your practice. Then, give them training on tasks that fit their natural strengths so they can get better and better. The more you do this, the more your team will work better individually and together.
Build your team with diversity in mind.
Take a look at the personality styles across your team. The best teams have balance. Start looking at building out your team with diversity of personality styles in mind. Think about what you have a lot of and what types of people can fill the gaps in your practice in terms of behavioral styles.
If you have a team that is full of I-types, you're going to have a lot of fun in your practice because there's going to be a lot of extroverts. However, consider that flip side of it, where if you're having too much fun, you need somebody to be serious, get things done, and make sure that everyone is being held accountable.
As you grow your team with diversity in mind, you will be able to build a better, stronger team. You will also be more able to put people in positions that match their natural tendencies, making everyone more likely to succeed.
Are you ready to train dental team members who are not good with patients?
If you haven't yet tested behavioral styles in your practice, I highly recommend doing so. Then, direct tasks and training to the activities that fit your teams’ natural strengths. If you want help, get in touch with my team and we can help.
In the meantime, join our free Dental Boss Movement group on Facebook. Inside that group, you will be able to mastermind and share with dentists and team members to help you grow your practice quickly.
If growing your dental practice quickly sounds attractive to you, you’re in the right place. After helping thousands of dental practices grow using our Delivering WOW programs, we’ve learned a lot about what works and what doesn’t work. And the good news is that what works to grow a dental practice quickly is simple.
That’s right. A few simple strategies can make the difference between success and failure when it comes to growing your practice. That’s great news because fast dental practice growth is completely within your control—and you can use three of the best strategies in your weekly team meetings.
If you take the right steps you’ll get your desired results. Here are three simple tips you can start using in weekly team meetings right away to grow your dental practice quickly.
1. Ask your team members to share their personal and professional best.
We must remember that our practice is being run by a bunch of humans. We’re human. Our team members are human. Start every meeting by asking your team members to share your personal and professional bests for the week.
Sharing personal and professional bests brings tremendous benefits to everyone on your team. We all share a human experience with ups and downs. Asking team members to share personal and professional best gives every team member an opportunity to share and open up with each other. Even if one of your dental team members is struggling that week, this gives them a chance to recognize that, get help, and move forward. And your team can understand where they are and they can support them.
And asking for everyone to share their bests helps people focus on positive parts of the week, even if most of it was stressful.
2. Review results and performance from the previous week.
Take some time from the weekly meeting to look at doctor production per visit, hygiene production per visit, production collection, and new patient numbers. Ask your team how many patients last week left without an appointment? Ask how many patients were rescheduled, that were unscheduled? Review your a/r from last week. Appoint a team member to collect and present those numbers so you can easily access and analyze them. Ask them to compare those numbers to weekly goals you set for each of them.
When you don’t hit a goal for the week, analyze why and identify steps to hit the goal for the following week. For example, if doctor production per visit was low, ask what can be done to improve it. Can you pull a list of unscheduled patients and call to get them scheduled? Can you send unscheduled patients an email with a scheduling link?
Reviewing results and performance in a real-time, collaborative way helps catch issues fast.
3. Identify specific issues within your practice that need to be resolved quickly.
Before ending your weekly meetings, ask your team to identify any specific issues within your practice that don’t fit into the categories already discussed. This may be something like broken appointments or hygiene production per visit being consistently low. It could also involve a challenging HR or patient issue or training needed.
From there, brainstorm ways to resolve the issue, end the meeting with a plan to move forward, and identify a team member who will take ownership of the plan. Put that issue on the agenda for the following week.
Are you ready to grow your dental practice quickly?
Growing your dental practice requires you to be consistent and proactive. Take a few minutes to celebrate high moments with your team every week. Don’t sit around waiting for the month’s productivity numbers to be finalized before adjusting. Do that weekly. Don’t wait for small issues to be big before fixing them. Do that in real-time. Taking these three simple steps will help everyone in your practice perform.
If you want more help, your best next step is to join our free Dental Boss Movement group on Facebook. Inside that group, you will be able to mastermind and share with dentists and team members to help you grow your practice quickly.
What would it mean for your dental practice if you could get more patients to say yes to your treatment plans? How much could you grow your practice if just one out of every two “nos” turned into a “yes” when presenting a treatment plan? And, how amazing would it be if you could get there without having to make a hard sell to your patients?
I don’t need to tell you how important case acceptance is for your dental practice. Maybe it’s not as sexy and exciting as marketing, but if you could increase case acceptance rates by even 10% or 20%, what kind of a difference would that make in your bottom line?
The good news is you can make that improvement, and potentially more. And there’s a pretty straightforward way to go about it. Here’s what you need to know.
There is no limit.
Before we get into the three simple steps to turn “nos” into “yesses,” it’s important to understand that the only limit on how many cases you can close — including high-value cases — is the limit you set in your mind. In other words, there’s no ceiling on the number of cases you can close and the amount of money you can earn, and I want you to really think about that.
A lot of dentists hear me say that and they immediately push back. They’ll say, “We’re totally booked up, I’m working crazy hours, I can’t possibly do any more.”
If that's what you’re thinking, I’m going to show you exactly how to double or triple whatever your financial goal is. You’ll be able to use it again and again, and you’re going to be able to get the same positive results every single time. By doing so, you’ll be able to reshape your schedule, making more money while even working fewer hours and performing more life-changing dentistry instead of just drilling and filling. Here are three steps to turning “nos” into “yesses” to get you moving in that direction.
1. Start treatment plan presentations with a question.
There’s no pressure here, no weird sales tactics, no crazy script that you need to follow. You’re simply going to let your patient know you have some information to share, and then ask if they’re interested in hearing more.
For example, you might say something like, “There’s something we can do to help prevent cavities. Would you like to learn more?”
You’re addressing the specific problem the patient has and letting them know they don’t have to keep having that problem because there’s a solution you can offer them. You have helpful information to share — but only if the patient wants to hear it. When the patient says yes share the information you promised.
Let’s continue the cavity example. In this case, you might say, “Great! It’s called a sealant. We just paint this special material directly onto the tooth so food, sugar, and bacteria can’t get through. That will significantly reduce the risk of cavities.”
Be sure to name the product or service and explain how it works in really simple terms. Don’t use any dental jargon. Don’t overcomplicate things. Talk about this the way you would explain it to a young child.
2. Put out the resistance.
After asking the question and explaining the solution in simple terms, you’re likely to get a little bit of resistance. Anticipate that and put out the resistance before the patient brings it up. For example, with sealants might say, “Insurance doesn’t always cover sealants but most of our patients go ahead with them anyway because the peace of mind is so great. You also wind up saving money because you don’t have the kind of decay that can lead to cavities or even more extensive dental issues.”
Instead of waiting for the patient to ask, “Will my insurance cover this?” you’re addressing the issue head-on and giving them a reason to overlook the objection about insurance.
It’s the same thing with higher-value services, too. You might point out that Perio Protect is going to save them a lot of time because they won’t need deep cleanings; it’s going to save them money because they won’t have to worry about costly surgery.
The formula is the same: Address objection head-on and give patients a reason to move forward anyway.
3. Give patients a call to action.
A call-to-action is just a fancy way to say that you let them know what the next step is — how they can get started right now so they can move forward.
For sealants, it might sound something like, “We can start right now and have four sealants done in about ten minutes.” For Perio Protect you might say, “We can go ahead and take a scan right now and start working on your Perio Protect trays.”
Are you ready to increase your treatment plan acceptance rate?
Increasing treatment plan acceptance rates is as simple as one, two, three. Start with a question, address resistance while giving them a reason to move forward, and give them a call to action to get started. Three simple steps you and your team can follow.
If you want more help Delivering WOW in your dental practice, we are helping hundreds of practices during this time through our Practice Accelerator Program and offering special value for you and your teams!And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group today.
When you’re looking for information, what’s the first thing you do? You pull out your phone or pull up a web browser and go straight to Google. Well, guess what? Your potential patients do exactly the same thing when they’re looking for dental information or to find a new dentist.
Google is the number one search engine, but it’s so much more than that. It’s the default we all turn to when we need information. That’s why I’m going to tell you how you can turn all of those Google searches into an amazing marketing tool for your business, and it’s only going to take you about five minutes to set up using Google My Business. Here’s how.
Update and customize your Google My Business page.
You might already have a Google My Business page set up for your practice, but many practices are not making the most of their pages. If you’ve never taken the time to customize your business page, you definitely want to do that. Start by updating your business hours, adding an online scheduling link, and verifying your location so people can pop it right into their GPS or navigation app and find you.
But if you want to really get the most out of Google My Business, you’ll want to take things one step further and add some real, live video testimonials to your page. That way, when potential patients land there, they’ll be able to see your happy patients talking about their amazing experiences in your office.
If you don’t already have video testimonials, the next step will be to start collecting them. If you do, here’s how you can easily collect even more.
Ask patients about their experience at the end of each visit.
If you’re already a part of the Dental Boss Movement, you know I’m a big believer in the importance of asking your patients about their experience at the end of each visit. This is really important information to have, in general, because it helps you and your team focus on consistently providing an exceptional experience every single time.
And when you are focusing on delivering that WOW factor with every single patient, it’s a good bet that your patient will say, “Yeah, this was a great visit.” Utilize any constructive feedback to improve.
Ask your happy patients to record a short video testimonial.
When a patient raves about their experience, ask them to record a short testimonial on the spot. Keep it simple. You can say, “Well, you know, we’d really love it if you’d let us record a quick video with you to talk about how things went today.”
Emphasize that there are a lot of people who are afraid to go to the dentist, and hearing from real people like them might just change someone’s life. More often than you might expect, patients will spare two or three minutes to film it quickly.
Upload the video to your Facebook and Google My Business pages.
Once you record that video, start sharing it on social media. Get it uploaded to your Facebook page, maybe repurpose it for an ad. You can target the people who watch it with a special ad campaign.
Also, take that same video and upload it directly to Google so anytime someone lands on your listing, that video review pops up. You don’t need to edit it at all. Just use the same video. It is very reassuring for potential patients to see a real patient talking about the incredible experience they had at your practice.
Even better, if you get into the habit of uploading videos to your Google My Business page regularly, your listing will really stand out from others. Very few people realize that Google even offers this option. So while other practices might have an ordinary listing with practice hours and maybe a map, you’ll have a page that really establishes you as an authority.
Add other videos to your Google My Business page so patients get to know you better.
You can add all kinds of videos to your page so don’t stop with only testimonials. Anytime you’re running a community campaign, if you’re helping raise funds for a local charity, or if you go live on your Facebook page to talk about dental care, you can download that video and re-upload it directly to your Google My Business page. You can download any video you record live on Facebook with just a couple of clicks. Uploading them directly to your Google My Business page gets you double the exposure and traffic without any additional work.
What's especially great is that you can then add buttons to your page, so people can schedule an appointment or call the practice with a single click. That’s very helpful when someone’s on mobile.
Are you using Google My Business to grow your dental practice?
If you build out your Google My Business page the right way and make it easy for patients to find your practice when they search on Google, you can start to see a regular flow of patients come from Google searches.
If you want more help, check out my marketing and practice growth challenge where we help you put together and execute a plan to get more patients and build a WOW dental practice. And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group.
Just like with any business, hiring is one of the most important parts of a dental practice. If we don’t put the right systems and strategies in place when looking for new members for our dental practice, we’ll end up with the wrong people on our team.
Bad hires are extremely costly. They lead to a high turnover rate amongst your staff—not to mention other problems like poor productivity—and can be super costly. Good hires, on the other hand, are the key to consistent performance.
That’s why these three steps are so important. We need to start before we hire people to ensure we keep bad team members away. Then, with the right ones on our team, we use the critical first week of work to get them on the right track for success. Here’s what to do to ensure you get the right people on your team and train them to become future superstars.
1. Make the expectations of the job clear before you hire them.
When we’re interviewing a potential employee, we need to ensure they understand exactly what roles and responsibilities come with the job. It’s easy to tell an applicant that they’re applying for the role of being your office manager, for example, but that’s a very general statement. The applicant might not know the unique tasks and duties that come with being an office manager for your specific dental practice. So, by making the job expectations clear, they’ll know whether they’re equipped with the right skill-sets to handle the position they’re applying for right off the bat.
And, just as importantly, any potential team member should have an understanding of your practice’s core values before they become a part of it. In fact, for my practice, during the interview and/or on the pre-interview application, we actually ask our applicants about which of our core values resonate with them the most.
2. Focus on orientation during the first week and continue training them for six weeks.
The first six weeks someone works with you is critical. During the first week, you’ll teach them the most important aspects of working with your practice. Make sure they can set goals. Teach them shutdown and start-up procedures. Have them read the office manual. Walk them through what’s expected of them in their role. Because all practices are different, we can’t assume they know what’s expected of them in your practice. Way too many practices assume someone with experience at another practice will jump right in and know what you want them to do. That is almost never the case, especially if you have invested in building a practice that does things differently to deliver WOW to patients.
After the first week, test them on what they learned and continue training them. Ask them to give you an office tour. Have them shutdown and start-up your office. As they learn, add additional responsibilities and give them additional training. Provide educational videos from your favorite CE curriculum—like our Practice Accelerator Program—so they know how to succeed.
3. Get your team involved.
As you build an amazing dental team that delivers WOW, you can start elevating your star team members to become leaders, too. In my practice, for example, we have a lead dental assistant who helps and supervises other dental assistants to set them up for success.
One of the roles and responsibilities of my lead dental assistant is to go through the training and onboarding process with new hires. A dental practice gets busy, as we all know, and doing all the onboarding and training can be a bit too tedious for the practice owner or office manager to do by themselves. Getting your team involved by delegating the process to members of your team who can serve as role models can really free up your schedule and pave the way toward better productivity overall.
Are you training your dental team to set them up for success?
Putting new-hires through the right onboarding and training during the first week and throughout the critical first six weeks can be the best investment you make in your practice. Be sure to include onboarding as well as training and testing hires about what makes your practice different.
If you want help, we’ve helped hundreds of practices during this time in our Practice Accelerator Program and are offering special value for you and your teams!
If you’re just starting your dental practice, how long do you think it will take you to fill your chairs? One month? Two? Six? What if I told you that you could book out your start-up dental practice on a budget of less than $1,000?
Starting up a dental practice is an expensive project. Between equipment, supplies, team members, and your office space and build-out, many start-up practice owners become stretched financially.
So, how does anybody have enough money to get a start-up dental practice off the ground? If you follow these steps, you only need a little bit of money left. You just need to be willing to step outside your comfort zone and use Facebook to do things differently. Here’s all you need to do.
1. Start early and go live on Facebook.
If you want results—patients in your chairs, a profitable practice, people in your community talking about you and referring patients to you—you’re going to have to get out there and do things that might be a little bit scary at first.
The best way to start building your audience is to start early and go live on Facebook. Set up a Facebook page for your dental practice. This is new for many dentists, but it’s important. Most dentists aren’t very comfortable going live on Facebook. I wasn’t when I got started, but I knew it was important. So don’t wait until you build your audience. I still get nervous when I go live, but I’m much more comfortable now than when I began. But I knew you and other dentists needed to hear my message in order to build a better, more fulfilling practice.
I also know that your future patients need to hear your heart for changing lives through your practice. There’s a mom with kids who hate going to the dentist. There’s a mom who hates going to the dentist for herself! And you’re the person who can change that—but that can only happen if your patients know about you. Your community needs you, and they’re all on Facebook.
2. Speak from the heart.
Facebook provides you with an absolutely incredible opportunity to share your heart with thousands of people in your community. I’ve seen hundreds of start-ups tap into the power of Facebook to get new patients extremely quickly. So what do they do? They speak from the heart.
Go live, and share your excitement about your practice. Tell them your vision for your practice. Talk about why you went to dental school. Tell people why you’re launching your start-up, what your practice will look like when it’s open, and how your patients will feel when they come into your practice.
It won’t be perfect—and that’s okay. This video will show your community that you’re a real person, and that you’re building a practice to serve your community. Plus, once you’ve done your first Facebook Live video, you’ll never have to do your first Facebook Live video again.
3. Go live regularly.
After your first video, continue to build that momentum by going live once a week to talk about dental topics and updates on your practice. When you do this, you’ll position yourself as an expert while you’re building your video views and audience engagement.
The more videos you make, the more people will start to comment and share, and you’ll be able to use Facebook’s amazing tools to retarget those people later on for high-value services like implants and Invisalign.
If you have trouble thinking of what to talk about every time you go live, here are some ideas to get you started:
How can I have a cavity if my tooth doesn’t hurt?
Why do I need a crown—can’t I just have another filling done?
The options to replace a missing tooth: denture vs. bridge vs. implant.
Why do I need a root canal, and what does it mean to have a root canal?
Why do my gums bleed? What is periodontal disease, and how can I treat it?
There are whitening options for every mouth.
Why do we get our teeth cleaned at the dentist vs. just brushing at home?
That’s nearly two months of Tooth Talk Topics, which will give you plenty of time to come up with more ideas on your own. And, you can ask the people who watch your videos to let you know in the comments what other topics they’d like you to cover.
4. Start running community engagement campaigns.
One you have begun to set yourself up as a trustworthy and reliable expert, you’re ready to start running what’s called community engagement campaigns.
Simply put, community engagement campaigns are promotions you host on Facebook to build relationships with people in your community. This gives you an opportunity to network in your area while attracting only potential patients to your promotion. For example, you could run a gift card giveaway with prizes donated by other local businesses. You could run a smile makeover competition to coincide with your grand opening. You could give away a $1,000 gift card or free tooth whitening for life, a 30-day floss challenge—the possibilities are truly endless.
Make sure the promotion involves local businesses or services in your office. If you give away an iPad or Amazon gift card, anyone around the world will sign up. Local businesses or in-office service focuses on potential patients in your area. Community engagement promotions help get positive attention on your practice and often fill up your schedule before you even open your doors. They are incredibly effective.
5. Set up custom Facebook audiences for future promotions.
It’s not hard to do, and with the right training, you can make sure that your videos are getting out in front of exactly the right people—the people who are going to start filling those chairs in your practice in the present and the future, and telling their friends to come, too.
Are you ready to fill your schedule even before you open the doors to your practice?
If you like the idea of getting all your spots booked out before you open the door, jump on Facebook, go live, and run community engagement campaigns. It’ll get people talking about you online and offline and help your phone start ringing with patients excited to get in your chair.
If you want help, join me for the Marketing and Practice Growth challenge, where you’ll learn exactly how to get your practice up and running the right way. And if you want to join a community of Dental Bosses just like you, I have a Facebook group where more than 1,000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
For most businesses, the pandemic has made it a real struggle to keep afloat. Quarantining and social distancing have led to an absence of eager customers for almost every industry and profession. People are trying to stick it out in their homes and avoid getting infected with Covid-19, so they’re just not going to go out shopping or seeking services unless they really need them.
While things are slow for the vast majority of businesses, it’s safe to say that dental practices are definitely amongst those struggling the most. Patients simply don’t want to come in to get treatment unless it’s urgent. It makes sense; providing dental treatment is a very up-close and personal thing. While healthcare providers are typically great at being diligent with sanitization, some people just don’t want to take that risk.
Unfortunately, it’s not surprising to me when people come to me and tell me that their dental practice isn’t just struggling but is actually in the process of failing. Does that sound like you? Are you hustling like mad to get patients in the door only to find yourself coming up short at the end of the month? Trust me, you’re not alone.
In fact, I have some awesome news for you: I can help you turn your failing dental practice around. It’s nothing too complicated, either. These are just a few simple, amazing strategies that can do wonders for your practice. If you’re interested, keep reading!
1. Buy a whiteboard.
This sounds too good to be true, doesn’t it? I can almost hear you thinking: “How could buying a whiteboard turn my failing dental practice around!?” Believe it or not, though, something as simple as a whiteboard can be the key to unlocking profitability, efficiency, and, subsequently, the growth you need to turn your failing practice around.
An ordinary whiteboard—one you can buy at any office supply store for a few bucks—is responsible for doubling my practice revenue. It’s done the same for hundreds of dental bosses all over the world, too. It’s not the whiteboard itself, of course, but what you do with it. And what you need to do with it is use it each month to track individual services, set goals for those individual services, and then shoot for the stars with each coming month.
Start by listing all the services you offer on the whiteboard.
Set target numbers for the month based on your revenue goals and write that number in RED.
Every day, mark down the number of that service that your practice has completed month to date in BLUE.
When you hit the target you’ve set, change the BLUE number to GREEN.
Your goal is to change all of your blue numbers to green by the end of the month. When you get every blue number to turn green, you’re meeting productivity goals—which means you’re at least keeping your practice afloat.
But ending the struggle isn’t the objective; I want you to turn your failing practice around. So, next month, aim higher. Make those numbers larger. As each month passes and you keep turning those bigger and bigger numbers from blue to green, you’ll notice your practice is doing better than ever before.
2. Deliver a WOW customer experience.
At Delivering WOW, we’re all about providing each and every one of our patients an experience that WOW’s them. When we can make them feel like VIP’s, they’re bound to become raving fans of our practice who are quick to refer us to their family and friends.
That means our patients don’t just become loyal, they refer other patients who are likely to become loyal too. Having a dependable and ever-growing influx of patients coming through your practice doors is a big deal. You’ll be increasing the productivity of your practice — helping you hit those whiteboard targets each and every month. Any practice owner knows productivity is what paves the way for profitability and growth.
3. Give your team extensive training.
If you want your patients to be enthusiastic about the results they see after coming into your practice to receive dental treatment, you can’t be the only one WOWing them. Your team must, too, through the treatment they provide and the care they show your patients. The best way to achieve this is to provide your team with the right training. When your team improves their craft and can provide amazing results for your patients, your patients will be happy with their care. And when your team treats them like a VIP every time they walk through the door, your patients won’t ever think about going anywhere else for dental care.
When training your team on procedures, make sure to also train them in the benefits of the procedures so they can better connect with patients. So, don’t just give your team the right training in crowns. Make sure they understand the benefits of crowns, the different types of crowns you offer, and the long term effects if recommended crowns are not completed. Also give your team training about how to socially interact with your patients. Your team should be able to show before and after cases, answer questions, and refer patients to the proper resources. Train your front desk to handle phone calls effectively. Train your assistants to do preliminary work—X-rays, impressions, etc.—that allows you to be in and out in a jiffy. Set up your team for success, and you’ll see the results you want to see.
Need to turn around a struggling or even failing dental practice?
Turning a struggling practice around boils down to production and consistently delivering WOW experiences. And the key to doing that isn’t diagnosing more patients or bullying them into accepting unnecessary treatment. You just need to put the right systems in place and make sure all your team members are on the same page. If you do, you’ll get the results you want while better serving your patients.
Also, if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want some support and training as you grow your dental practice.
If there’s one thing every dental practice needs to grow, it’s patients in the chair. Some need more patients. Others need patients in need of higher-fee dentistry. And others need more fee-for-service patients.
If you’re worried about where your next patient is going to come from, rest assured that you are likely just one or two referral strategies away from growth. These are three of my favorite ways for dental practices to get patient referrals.
1. Tell a story that’s easy to share.
When you talk about your practice in marketing materials, with patients, or in the community, are you telling a story that’s easy to share? If not, you’re missing out on an incredible opportunity to get current patients and others to promote your practice for you. Make it really easy for people to talk about you and your practice and they will start doing so.
For example, we want people to talk about my practice as being somewhere patients look forward to going. So we focus on creating an incredible experience andalso give patients ways to talk about that experience. One way we do so is by giving new patients an office tour and a chance to connect with a team member one-on-one. During that meeting, our team member talks about our core values and shows them the cool and fun technology we invest in to provide the best care possible. We make it simple for them to understand what makes us special.
When doing this in your practice, point out the details to your patients and why those details matter to them. You can say things like:
We invest in these items to create a spalike experience for you and help you relax.
At the end of your treatment, we’ll give you a warm peppermint-scented towel to refresh you.
While you’re waiting, you can flip through our coffee-table books.
All of the artwork in the office was done by local artists.
Let your team members show their personality. If they’re talking about the practice’s core values, they can share what means the most to them, and why. If they’re showing the coffee table books or the office art, they can point out one they particularly like or share an interesting fact about one of the local artists. When they’re talking about the overall experience, they can relate their own stories of dental anxiety — and how they moved past it.
2. Ask patients for referrals.
One of the biggest mistakes dentists make is not asking for referrals. It doesn’t need to be awkward or rude to do so, either. Whether a patient has come in for the first time or the 50th time, we highly recommend asking for referrals. It’s totally natural to ask for referrals, even from brand new patients, especially if you are investing so much time and energy to create a WOW experience for your patients.
At the end of each appointment, ask your patient, “Did you have a good experience today?” They’re highly likely to say yes. When they do, it’s completely natural to then ask for that referral. Help them out by calling to mind specific people they can refer to you. For example, we give patients two business cards and ask them to give them to friends, family, coworkers, or a new neighbor who might enjoy a similar dental experience. It’s that simple. You can also ask patients to post about their experience on Facebook and tag your practice. Many patients will happily share a post about their experience.
3. Create a patient referral program.
Encourage patients to refer people to you by creating a referral program. Give them coupons or gift certificates they can give to friends and family and they will likely be even more delighted to refer people to you.
Give your program a fun name, like Share a Smile or The Smile Exchange, and make sure that every person on your team tells patients about the program. For example, you could have your team members tell new patients that you have a referral program that your patients love because it allows them to share their WOW experience with loved ones while giving them something of value like a coupon or gift certificate. That message will get them starting to think about who would be a good person to refer to your practice. Then, at the end, hand them the coupon or gift certificate after asking about their experience.
Are you ready to get more patient referrals to your dental practice?
Patient referrals validate everything we do as a practice and keep us consistently growing without any marketing required. We just treat people well and they refer other people to us. That’s the ultimate compliment about the experience we work so hard to create.
It all starts with treating patients to a truly WOW visit and putting in place simple strategies to get them thinking about referring others to you.
And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Social media marketing has transformed dental practices in an almost unprecedented fashion. My team and I have spent years studying, testing, and analyzing the best strategies for using social media for dental practices.
At first, we used Facebook to build an audience of over 50,000 raving fans for my dental practice and turn those leads into dozens of new patients every month, all by utilizing the best dental social media marketing techniques available on Facebook to share our story and build great connections with our Facebook fans and others who had never heard of us.
After testing and refining those strategies, we started helping other dentists and dental practices utilize dental social media marketing strategies to grow their practices, too.
We found the most powerful social media site for dental social media marketing to be Facebook.
Facebook gives the most robust ad-targeting capabilities out of all dental social media marketing options.
Dental Facebook marketing costs less than traditional marketing and other social media for dentists.
Facebook makes available to everyone the same tools that only big companies used to be able to afford.
Facebook allows you to act fast to fill last-minute cancellations or promote an event or special offer, getting organic and paid posts up in minutes.
Facebook gives dentists sophisticated performance data for all Facebook ads they post so you can know your exact return on investment.
Facebook allows you to change different variations of the same dental Facebook ad to split test ads against each other.
Because of how powerful Facebook can be to build a dental practice, my team and I now use the same strategies we used to grow my practice to help other dentists and dental practices as part of our dental-marketing services. The strategies we use for our dental-marketing clients are the same strategies I share in this guide to Facebook for dentists and can help dental practices of all shapes, sizes, locations, and specialties. They can help you create a dental Facebook marketing and organic presence that is effective, efficient, and predictable—no matter what your practice looks like.
Don’t worry if you’ve tried using Facebook to promote your dental practice before, don’t understand how Facebook can help grow a dental practice, don’t think you have the time for dental Facebook marketing, or think Facebook is expensive. You’re not alone. Many dentists feel this way about using Facebook for dentists. I assure you, each of those objections isn’t true, and I’ll show you exactly what to do to help you get reliable, affordable, and consistent using Facebook to grow your dental practice.
Whether your dental practice has been open for decades, is still months from opening, or anything in between, you can use dental Facebook marketing to grow your practice and get patients in your chair for a fraction of what you’d have to spend on traditional dental-marketing techniques.
The Best Dental Facebook-Marketing Techniques to Build Your Practice
This definitive guide to dental Facebook marketing will walk you through the three things my team and I do to build dental Facebook-marketing campaigns for dentists around the world to help you do the same for your dental practice.
First, I’ll share the most important things you can do to build a dental Facebook page. The best dental Facebook pages have a few things in common. We’ll share what makes the best dental Facebook pages so great, and how you can do the same! If your dental office Facebook page is bland and ineffective, this section will help you give it life and get it ready to build fans and convert them to new patients. If you’re a dentist looking to build an individual presence on Facebook, this section will give you tips to build a great dentist Facebook page to build your individual reputation and following.
Second, I’ll share the best strategies for creating great dental Facebook posts. Creating social media posts for dentists is one of the favorite things my team does. I’ll share the best strategies for creating dental Facebook posts that will help you build a group of raving Facebook fans!
Third, I’ll help you plan and prepare the most effective Facebook ads. Facebook advertising for dentists allows you to reach people with unprecedented precision to help you get better and faster results at a fraction of what dentists and dental practices typically spend on dental ads in traditional media and other advertising. I’ll teach you how the best Facebook ads for dentists perform and how you can get the most effective Facebook dental ads strategies working for you.
If you’re ready to have the best social media marketing strategies for dentists working on your behalf to build the best dental Facebook page possible for your practice, the best dental Facebook posts building engagement and raving fans, and the most efficient and effective dental Facebook ads directing people to your special offers and dental marketing funnels, then follow the steps I outline in the rest of this definitive guide to dental Facebook marketing!
How to Build the Best Dental Facebook Pages
Every dentist or dental practice needs a dental Facebook page to act as their home base on Facebook and give them a platform to grow and connect with their patients, prospects, and Facebook fans. Here’s everything you need to know to build and optimize a Facebook page for your practice even if you haven’t opened the doors yet.
How to Build the Best Dental Facebook Page for Your Practice
If you haven’t set up a dental Facebook page for your practice or a dentist Facebook page if you’re a one-person shop, setting up a dental Facebook page for free is a simple five-step process. If you’re just getting started, don’t worry. The best dental Facebook pages all got started by following the same five steps.
To set up the best dental Facebook page for your practice, you first need to go to the Facebook page creation page. Most dental offices will select the “Local Business or Place” option on that page. After choosing the right option for your dental practice, enter your business category and practice contact information. Common options for business categories for dentists include “Dentist & Dental Office,” “General Dentist,” “Cosmetic Dentist,” and “Pediatric Dentist.”
After you set up your dentist Facebook page or dental office Facebook page, whichever is appropriate for your practice, you will next need to upload an appropriate Facebook page profile picture and cover photo. I suggest using a high-resolution, professional close-up of you for a profile if you’re building a dentist Facebook page, or of your logo if you’re building a dental practice Facebook page. Make sure your images are the ideal size for Facebook pages, which change from time to time. Any quality graphic designer or dental-marketing company will know the right size for a Facebook profile picture and cover image.
The best dental Facebook pages also have robust, custom profiles. Specifically, when first setting up your dental Facebook page, Facebook will ask you to enter a short description of your practice. Enter a couple of sentences to tell people what your practice is all about. Let them know why your practice is different. You will also be asked to enter hours of operation, team members, and links to your website. Fill out all the demographic and contact information possible.
You can also customize a button under your Facebook cover photo. By default, this is usually set to read “send message” and lets people message you on Facebook. You can change it to a number of things. For dentists, I usually suggest editing the button to allow people to schedule an appointment, but if you’re building dental-marketing funnels, you can also change it to send people to your dental marketing funnel or to learn more about your practice. You can also include links to your website or a dental marketing funnel in your about section.
If you already have a dental Facebook page, make sure your profile includes all the elements on this page and the additional tips for effectively using Facebook for dentists.
Specifically, to optimize an existing dental Facebook page, make sure:
Your dental Facebook page has complete practice contact information.
Your page has accurate hours of operation.
Your profile picture and cover images are professional, hi-res images that convey your practice culture.
Your about section includes complete and accurate statements about what makes your dental practice different.
You add trusted team members to your dental office Facebook page list of team members.
Your button under your dental Facebook page cover photo directs people to engage with your dental practice how you want them to, such as to send you a message or schedule an appointment.
With these things in place, your dental office Facebook page will be ready for posts and promotion so you can build a loyal audience and attract new patients to your office.
How to Grow Your Dental Office Facebook Page Following
Once your dental office Facebook page is set up and optimized, you’re ready to build your Facebook following and convert strangers into patients. The first thing you can do to start building your dental office Facebook page following is invite your Facebook friends to like your page. To invite your Facebook page to like your dental Facebook page, click the gray button with three dots on it under your Facebook page cover photo, to the left of your blue “Learn More,” “Schedule an Appointment,” or “Send Message” button. Next, click “Invite Friends,” and click the “Invite” button next to all friends you want to invite.
This is a quick and easy way to get your first one hundred or more Facebook fans. Although many of these people won’t be patients, they will be family and friends who know, like, and trust you; and your invitation to like your page might help you get some of them to become patients. Even if it doesn’t encourage them to become your patients, they will be likely to like, comment on, or share your posts when they appear in their timeline, thus increasing the odds of your posts going viral! You can also ask patients to like your dental office Facebook page when they come in.
With family, friends, and patients liking your page, you will be well on your way to growing your impact and reach through creating the best Facebook posts on your dental Facebook page and placing the best dental Facebook ads for specific promotions and additional reach.
In addition to asking friends, family, and patients to like your page, a great way to get people excited about your practice on Facebook is to create a contest where you hold a random drawing to give away a free treatment to one person who likes your page and then likes, comments, and shares a specific post within a certain timeframe. You could even ask your family, friends, and dental Facebook page fans to nominate someone else to receive the free service.
In my practice, we regularly give back through something we call Project Smile. We do everything on Facebook to reward people who follow our Facebook page and don’t even tell our patients. The way Project Smile works is we announce we will give away a free smile makeover and ask people to share our announcement post on their Facebook timelines.
The post we ask them to share asks people to nominate someone who deserves a free smile makeover with an image of their smile, so we can see if they’re a candidate. We narrow down the list, invite the finalists for a cleaning to take a closer look at their mouths, and then choose a winner for the full smile makeover. Our Facebook fans love following and sharing our Project Smile posts and often see what other services we provide and come to us for an appointment.
Between invitations, contests, and community- or giving-based promotions, your dental office Facebook page can build a large audience of raving fans for your dental practice.
In the next section, I’ll teach you how to draft the best dental practice Facebook posts to build raving fans and loyal patients from Facebook.
How to Create the Best Dental Facebook Posts
Many dentists get overwhelmed by the idea of coming up with content to post to their dental office Facebook page. The reality is, creating the best dental Facebook posts for your dental practice doesn’t have to be complicated. In fact, if you follow two simple rules, your dentist Facebook page can be full of high-impact posts that position you to build deeper relationships with existing fans and patients while attracting new patients into your chair.
How to Know What to Post About on Your Dental Office Facebook Page
The most important part about creating the best dental Facebook posts is to make sure your posts are interesting and engaging. Interesting and engaging posts by a page with likes from family, friends, and patients make it more likely that people will like, comment on, and share your posts. This is important because the more likes, comments, and shares your Facebook posts get, the more Facebook will show it to other people, and the more chance it has to go viral. Also, people are more likely to like, comment on, or share your dental Facebook post when they see others have liked, commented on, or shared the post, especially others they’re friends with on Facebook.
To make sure your posts are interesting and engaging to encourage people to like, comment on, or share them, it’s important that most of your posts aren’t promotional offers or even dental tips. Although some promotional offers and dental tips are fine, the vast majority of your posts should be about three things:
Facebook posts showing people your dental practice vision and story to let them know why your dental practice is so great
Community-oriented Facebook posts, such as events you’re participating in or hosting at your practice and other local businesses
Facebook posts highlighting great things about your team members and patients (with their permission, of course)
Testimonials from happy patients
These four types of posts help you get people’s attention on Facebook, make connections with the right people to grow your dental practice, and encourage people to like, comment on, and share in order to get better reach for your Facebook posts. They also make the promotions and dental tips types of posts get more attention, because Facebook will view your page as one with posts people want to see. Finally, they make it much easier to regularly come up with great fresh content for your page so your dental Facebook page isn’t inactive or full of promotional posts.
Creating Dental Facebook Posts About Your Practice Story and Vision
The best dental Facebook posts tell your practice’s vision and story so you can let people know why being your patient will be worthwhile. These posts show people the things you’re building toward (your vision) and the things you’re already doing and have done (your story). These posts humanize your practice and build connections.
In my practice, our vision is to have the best dental practice in the country that treats all our patients like the VIPs they are and delivers WOW experiences to everyone from the moment they walk in until they leave. For example, we provide complimentary gourmet coffees and teas, iPads and noise-canceling headphones to use during an appointment, and hand-and-arm massages by our trained staff to make sure our patients leave feeling more like they just visited a luxury spa than a dentist. We also commit to being active in our community and giving back to important causes.
These things are core parts of who we are as a practice, and we want everyone to know it, so we post pictures of our coffees and teas, our patients receiving their relaxing massages (with their permission, of course), of community events, and charitable initiatives. By regularly posting about who we are as a practice, we get many likes, comments, and shares on our posts and build deep relationships with our Facebook fans because they get to know who we are as a practice and will want their dental-office experience to be like our patients’ experiences!
Posts about events, companies, and people in your community are a great way to become known as a practice that’s active and involved in things that matter to your patient pool.
In my practice, we participate in charity runs, host food drives, and have events at our practice. We also form strategic alliances with different local businesses each month to offer special deals to their employees. If you do this, you can create a post announcing how excited you are to team up with the business.
Creating Facebook Posts Highlighting Team Members and Patients
Creating Facebook posts that encourage, congratulate, and promote your patients and team members are a great way to highlight people who often go unnoticed. Your team and patients are doing great things in your office and community. Let people know how excited and proud you are about them (with their permission, of course). These posts build deep relationships and get lots of likes, comments, and shares, too!
Posting Patient Testimonials to Your Dental Office Facebook Page
Testimonials from happy patients make great posts. You’ve earned those testimonials either through online reviews or testimonials given specifically to post to your dentist Facebook page. Like online reviews, patient testimonials allow other people to boast about why your dental practice is so great, which makes it more likely that people will view it as more trustworthy than if you tell people why your practice is so great.
The Best Types of Dental Facebook Posts on Your Dental Office Facebook Page
Once you know what the best dental Facebook posts are about, the next step is to make those posts interesting, varied, and engaging by posting them in different types of posts. Generally, you can and should post a variety of text, image, and video Facebook posts to get more attention and engagement without seeming repetitive and monotonous.
Most dentists are comfortable with text posts, but less are comfortable with video and image Facebook posts, so here’s how you can utilize videos and images on your dental Facebook page.
Creating Video Facebook Posts for Your Dental Facebook Page
Video is powerful on Facebook for three important reasons. First, video gets people’s attention, especially if their page is set to auto-play. Second, video makes better connections with people once you get their attention because it invites them into your practice, lets people make virtual eye contact with you, and allows them to hear your voice and see your expressions. Finally, Facebook loves video and will show your post to more people if it has a video.
Video posts on Facebook for dentists doesn’t have to be complicated or overproduced. In fact, a good cell-phone camera can be even better than a heavily-produced video because it seems more real and not like a stuffy company.
Great uses for video on Facebook posts include Facebook Live video office tours, short recorded video patient testimonials, Facebook Live video Q&A sessions for your patients and the community to ask you what’s important to them, Facebook Live or recorded videos of community events, recorded video highlights, and explainer videos with tips about dental insurance, teeth care, new procedures, and more!
Creating Image-Based Facebook Posts for Your Dental Facebook Page
High-quality image posts get people’s attention on Facebook and encourage more engagement than text posts. Some of our favorite ways to use images for my practice and our dental marketing clients include to show high-quality images of what makes your practice great, like a picture of the iPads we let our patients use and our gourmet-coffee-and-tea station.
Other ways to use image posts with dental Facebook marketing include posting images announcing community events, celebrating patient accomplishments, showing off how great your team is, and highlighting new procedures and equipment.
Like dental Facebook video marketing, dental Facebook marketing with images doesn’t need a professional setup. My two rules for creating the best image-based Facebook posts are that a well-lit image you take with a quality cell phone is the best type of picture, and if you can use a picture you take of real patients, team members, and doctors, that is generally better than using a stock image. You can make great impacts with high-quality stock images, but nothing connects with people on Facebook like well-lit, authentic pictures of real people and your real office.
The Best Facebook Ads for Dentists
The real power of Facebook for dentists is your ability to post highly targeted Facebook ads. Facebook knows more about their users than almost any company in the world. They know their income, net worth, location, interests, behavior, family status, age, and more.
For advertisers like dentists and dental practices, this information is highly valuable, because it allows you to target the right people with your ads and only pay to reach people who are likely to take action on your ad.
Here are three important steps for successful Facebook ads for dentists.
Improving Your Dental Facebook Ads By Improving Your Message
Before placing dental Facebook ads, be sure each post has an objective. Otherwise, you won’t know who to target or what to say, and the people who see your dental Facebook ad are unlikely to take action. Here are eight common goals for dental Facebook ads:
1. Building awareness of your dental practice’s culture 2. Showing people what makes your practice different from other practices 3. Talking about your services and how you can help people 4. Highlighting testimonials of happy patients 5. Attracting people into a dental marketing sales funnel 6. Filling spots left open by last-minute cancellations 7. Promoting a specific procedure you want to highlight 8. Introducing a new dentist or team member
Once you know the purpose of your dental Facebook ad, you will have a better understanding of whom to target and what to say to get people to take action to help you achieve your goal.
Improving Your Dental Facebook Ads By Improving Your Targeting
Once you know the goal for your dental Facebook ad, make sure you target each of your dental Facebook ads to the people who are most likely to resonate with it and take action. Here are a few examples of how to match your dental Facebook ad targeting to your goals:
If you want to build awareness of your dental practice culture, you might not want to target current patients, because they will know your culture, but you might target an audience Facebook can generate that is similar to your patient population. This is called targeting lookalike audiences.
If you want to fill spots left open by last-minute cancellations, your current patient population is likely going to be your best bet at achieving your goal, perhaps by offering a free upgraded service or discount to the first person who takes action.
If you want to advertise dental savings plans, you might consider targeting retired people who no longer have dental insurance.
If you want to promote a new service, targeting current patients will be more likely to lead to people taking action.
If you want to get people into a dental marketing sales funnel, you can target people who have been to your website (called “retargeting” in the Facebook marketing world) with an ad that gives them a call to action to download a free guide or come in for a consult based on the pages they viewed on your site.
Improving Your Dental Facebook Ads By Choosing the Best Images, Videos, and Copy
Certain words drive people to take action more than others, especially across audiences. The same is true with images and videos. Once you know what you want to accomplish and who you want to target, test different versions of your copy, images, and video. You can do this by creating a split test in Facebook’s ad manager.
Split-testing dental Facebook ads is one of the most powerful ways to lower your advertising costs and getting better results, because it’s not always possible to know what words, image, or video will resonate at any given time.
Split-testing Facebook ads is also easier than you think. In its basic form, to split-test a dental Facebook ad, all you need to do is create an ad, duplicate the ad, replace the text, image, or video, and submit. Here are detailed instructions on how to create a split test in Facebook.
When my team runs dental Facebook advertising campaigns for our dental-marketing clients, we always split-test the dental Facebook ads we set up. By doing so, we lower costs and get better results. To achieve these results, we set up the split-test with a small budget of $3 to $10 per day until we learn which version of the dental Facebook ads is performing the best. Once we choose the winner or winners, we shut off the underperforming ads and let the winners run with an appropriate budget.
Are You Ready to Have the Best Dental Office Facebook Marketing Working for You?
Social media marketing for dentists can be the most powerful way to grow your dental practice, or it can be a complete waste of time or money. By far, the best way to get the highest return on your time and money is Facebook for dentists.
My team has helped hundreds of dentists increase profits, attract new patients, improve social media presence, and lower their advertising costs using Facebook.
If you’re comfortable doing it yourself or having your team do it with (or for) you, I’ve created a full Facebook Mastery course as part of Platinum Mastermind, my online learning center with full step-by-step instructions on everything you need to run and grow your dental practice.
The Training in Platinum Mastermind covers:
Facebook for Dentists
Facebook Marketing for Dental Offices
Email Marketing for Dentists
Online Reviews for Dentists
Dental Office SEO
Facebook Messenger Bots Marketing
How to create a 12-Month Marketing Plan
How to create an In-House Dental Plan
How to set up Strategic Alliances
How to recruit and train a R-O-C-K-S-T-A-R Team
How to get your TEAM aligned to your vision
How to create consistent systems and KPI’s
How to get your patients to say “YES”
How to reverse engineer your production goals
How to set your fees based on margins
How to save on dental supplies
How to decrease overhead
How to create a practice that can run without you
If you want to know more ways to create shareable content and grow your dental practice on Facebook, you can check out our Signature Marketing Program program or join us in our Platinum Mastermind, where I help dentists like you grow their dental practices so they can make more while working less.
Are you spending a fortune on slow, inexpensive, and ineffective marketing for your dental practice? If so, Facebook marketing might be your solution.
Using Facebook to market a dental practice can help you stop mailing flyers and overpaying for TV and radio spots that don’t bring the right people in the door. Instead, you will be able to get a steady flow of patients with a fraction of the marketing budget.
Facebook has turned the marketing world upside down. You don’t have to have a huge budget or spend a lot of money on overpriced designers anymore. Here are five tips to help you use Facebook marketing to grow your practice.
1. Make sure you’re targeting the right people.
The level of control you have over who sees your ads on Facebook is unprecedented. You can build audiences based on age, location, interests, income, and other key information, and even a combination of a number of qualities.
Unlike traditional dental advertising, you no longer have to spend a lot of money and hope to get the right results. Instead, you’ll spend less money and get your ads directly in front of exactly the right people.
Even better, targeting the right people is really easy to do. I walk dental bosses through it during my growth and marketing challenges and they all catch on right away.
2. Take advantage of retargeting.
We all know the phrase that it takes multiple touchpoints to build any relationship. It’s no different in dentistry. Retargeting is using Facebook ads to create multiple touchpoints with people.
With Facebook retargeting, you identify people who looked at your ad but didn’t sign up. Then, you send special content directly to those people.
Retargeting is one of the most powerful ways to promote your practice because it allows you to target people who are already both familiar with you and interested in your offer. All you need to do is create content that addresses common objections to moving forward.
For example, sometimes people click on your ad, get distracted, and move on. They just need you to pop up again so that they can reconnect. However, other people might click and then think, “I don’t want to go to the dentist, it’s scary and it might hurt.” A retargeting ad that speaks to pain-free dentistry and shows how calm the process can be could help you convert that person to a patient.
3. Take control of your Facebook budget.
What’s so amazing about marketing on Facebook is that you can decide exactly how much to spend. You’re already saving money by using Facebook marketing to target a very specific group of people and because Facebook charges far less than other forms of advertising.
But you can also set a fixed budget so you can calculate exactly how much you’re spending on each lead — and exactly how much you’re spending to get a new patient in the door.
In fact, a lot of the dental bosses who go through my training reach leads for 1-3 cents each. In other words, for every dollar they put into Facebook advertising, they’re reaching between 30 and 100 potential new patients. We’ve seen cases where dentists put in as little as $4 to get new patients booked for high-end cosmetic dentistry procedures, too. You can’t get that kind of ROI with traditional marketing.
4. Move quickly.
Facebook marketing is much faster than traditional media platforms.Takedirect-mail campaigns, for example. You need to design a mailing, hire someone to write it, and get it proofed, printed, and delivered before anyone even sees it. That could take weeks.
Radio and TV are the same. You need to write, record, edit, buy the ad space, and get it played. All of that takes weeks — and then you have to wait even longer to see how people respond to your ad.
With Facebook marketing, you can have an ad up and running to a highly-targeted audience with a compelling offer within minutes. And you can have new patients in the chair within days, long before traditional campaigns were even designed.
5. Embrace the flexibility that Facebook marketing offers you.
With traditional marketing, after you’ve waited weeks to get your ad in front of people, it takes even more time to gauge the response. And if something isn’t working, you need to go back to the drawing board for another expensive and time-consuming round of edits.
With Facebook, you can see right away whether a campaign is working the way you want. If it’s not, you can edit and improve it with a few clicks.
Are you using Facebook to grow your dental practice?
If you’re still marketing your dental practice like it’s 1999, you’re likely spending way too much money and getting lackluster results. Save some money and improve your results by using Facebook to market your dental practice.
And if you want to join a community of Dental Bosses just like you, I have a Facebook group where over 1000 Dental Bosses are already learning and growing together. Join us in the Dental Boss Movement Facebook group if you want support and training as you grow your dental practice.
Coming out of dental school, many new doctors gravitate to spending thousands of dollars on expensive branding and marketing services in an effort to grow their practice fast. While strategic Facebook marketing for dentists is a wise investment, spending thousands on complex marketing strategies is often not wise, especially for newer doctors.
A much better alternative to grow a practice fast is to focus in your own community. Form relationships with other businesses in your community and you can earn more referrals and build a strong reputation as a community destination. Here are three ways you can support local businesses in a way that helps you grow your dental practice.
1. Form strategic alliances with local businesses.
With a strategic alliance, you partner with local businesses who serve the same people you want to serve and create offers to encourage their clientele to come to your practice. For example, my practice often partners with a local bridal shop to offer brides a deal on teeth whitening. We’ve also given a local Day Spa and Optical $50.00 gift cards to give to customers who spent over a certain threshold or who purchased specific spa packages.
Each of those arrangements was true “win-win-win,” benefiting our practice, the other business, and the other business’ customers. We benefited by being able to earn new patients with a special offer but no advertising costs. The only cost to us was a little bit of our time reaching out to the local businesses.
The other businesses benefited by being able to offer greater value to their customers (our deal) without costing them anything. And the other business’ customers benefited by getting a deal with a dental practice that will treat them like a VIP!
2. Engage in host beneficiary promotions.
Host beneficiary promotions were huge for my dental practice in the early days. They work similar to strategic alliances with one key difference. Specifically, instead of offering something of value to the business’ customers, you make a new-patient offer to the business’ team members and their families.
Host beneficiary programs work well with local banks, investment firms, bakeries, and even local associations, especially ones that are smaller or mid-sized that don’t offer many benefits to their team members. Similar to strategic alliances, host beneficiary promotions allow other businesses to add value to people important to their business without costing them anything. At the same time, we save money and get new patients because there’s no advertising costs involved, only the cost of the offer itself.
We recommend starting by choosing one local business a month and deciding whether to grow from there. After identifying the local business, call up the office manager and let them know how the program works and that their business has been chosen for that month.
When we were doing host beneficiary programs on a regular basis, we had to hire an additional hygienist to serve all the new patients!
3. Use local business products and services in your practice.
Another great way to grow your practice is to use local products and services in your office and to proudly display the local connection. For example:
If you have a local gourmet coffee roaster, consider stocking their beans for some of your gourmet coffee and tea offerings.
Give pastries from a local bakery to your patients.
Display local artwork and invite them to host art showings at your practice.
Use furniture from local manufacturers in your waiting room.
Subscribe to community-produced magazines and newspapers.
Don’t let those five ideas limit you, though. Look for local options for other services you purchase in your practice.
As you integrate local business products and services, promote those relationships through your social media channels. This can be as simple as posting a picture of the local coffee bean with a caption that reads “We love our locally-roasted Pete's coffee beans at Beautiful Smiles Dentistry.” You could also post pictures of the local artwork with a caption saying how much you love walking by the local artist’s beautiful painting every day.
The options are endless. And most of the time, they won’t cost you any significant additional money to utilize local businesses. In fact, you may find some local business owners who will offer their products or services at discounted rates, and sometimes free, for the opportunity to be displayed to your patients.
How will you grow your business fast while supporting businesses in your community?
Supporting local businesses will help you develop deeper relationships, attract more patients, and build a stronger local brand. These three examples can help you get started growing your business while serving your community well.
If you want more help, join my community of dental bosses where dentists come together for support and action taking tips and motivation. Join today for free.
If you’re ready to get new patients using social media but don’t know how, these four simple tips can help. Before social media, marketing a dental practice was slow, expensive, and inefficient. A single ad would take days to create and weeks to reach your audience. If you needed to make a change, you’d have to start over, spending days more creating the ad and weeks more waiting for the new ad to reach people.
With social media you can move much faster and more efficiently. You can create an ad that reaches people within minutes. And if you need to create a change, you can do it in minutes, too.
Even better, the cost to reach people using social media marketing is much more cost-effective than in traditional platforms. With my practice, I get more patients using a $500 per month social media budget than I was getting spending thousands on traditional marketing methods.
If you want to use social media in your dental marketing plan, these four tips can help. Tip four, alone, is a gamechanger.
1. Set a strong foundation.
Too many dental practices sign up for social media accounts and immediately start blasting marketing messages to the world. They move forward without a plan, goal, or foundation in place. That’s a surefire way to get frustrated. Within days, they run out of things to say, begin to think social media doesn’t work, and give up.
To avoid this, plan a few ideas for how you will create content that dental patients are likely to connect with. What is your practice story? What is your practice known for? What can patients expect when they come to your office and what do you do differently? Do you give hand and arm massages like we do in my practice? Do you provide gourmet coffees and teas?
Write down the answers to all of those questions. Be as specific as you can. Then, for each question, write down why that item is important to potential patients.
For example, if you give back to your community, write down all the ways you give back. Then, write down why you give back. Did you grow up in the area? Do you want to make a special impact on the neighborhood? Or, do you want to help advance a cause or solve a local problem? Write those down. Soon you will have a long list of content about what your practice does differently than others and the reasons why those are important to you.
The answers to those questions give you a strong database of content that builds relationships with potential patients.
2. Regularly create sharable content.
Take a look at your social media accounts. How much engagement do you get? Do a lot of people like or love your posts? Do they comment or share? If not, begin to focus on making emotional connections with your social media following.
Ask yourself why someone would want to share your content. If you only post about dental care, nobody will share that. But what if you post about how you impact your community or all the amazing things your patients are doing in their business and personal lives? How much more likely will people be to share those posts?
You can also share video testimonials and office tours explaining all the things your patients experience and why you do it. Think of all the things that make your practice unique. For example, one thing that makes my practice different is that we have the kids go to the toy box before their appointment. This allows us to make friends first. Kids and parents love it! When we share about this on Facebook we get strong engagements from parents who know the difference this small change can make to their kids’ dental experience.
3. Run community engagement campaigns.
One of the best social campaigns you can run is what I call community engagement campaigns.
Examples of community engagement campaigns include Project Smile Makeover competitions and gift card giveaways donated from local businesses in your community. They also include things like Tooth Talk Thursdays, and even crowdfunding campaigns to raise money for local charities.
Community engagement campaigns work well because people will want to share them. When done well, hundreds or even thousands of people in your community will see them.
4. Always offer people the next logical step.
With a strong foundation, shareable content, and community engagement campaigns in place, you will be ready to achieve incredible growth and connection. You will grow your followers and build trust and familiarity with people in your community. That level of following and trust will position you to convert social media fans to patients at a much greater clip than before.
With social media, however, it’s critical to actively offer people the next logical step to moving forward if you want to convert followers to patients. People will rarely take the next step without you asking them to do so.
While there are several ways to call people to action, one of the best ways to do so while achieving a high return on your investment is to place targeted ads for high-dollar services, such as dental implants. Your ads can direct people to a dental marketing funnel, to schedule an appointment online, or even to take an online quiz to qualify for a free consultation.
Are you ready to get more patients using social media?
Now that you've gained clarity about how to use social media in your dental marketing plan, it's time to take action.
How much would you pay for a strategy that could help you generate $15,000 or $20,000 in a single day? I know a lot of people who would pay a lot of money for a strategy like that, including me.
But how much you pay to learn and implement a strategy doesn’t always correlate with how much money you make in return. In fact, one of my favorite tactics to teach practices is how to use a simple whiteboard to increase their income quickly. By the way, never feel bad for wanting to earn more. The more money we make, the more we can invest back into our practices and the bigger impact we can make in our communities and for our family.
The total cost to implement that strategy is nothing. Your return could be unlimited. Here’s why whiteboards are so powerful and how to use them in your practice.
Use whiteboards to keep everyone accountable.
The first reason whiteboards are so powerful is simple. They work. They hold everyone accountable by keeping your monthly targets front-and-center. They give everyone a “month at a glance” view of where we are in our practice. They show everyone what’s important and where to focus for the rest of the month.
About ten years ago, I developed a process of how to use Whiteboards to reverse engineer increasing practice revenue. And the year we implemented the strategy, we tripled our practice revenue. Since then, I have coached many practices on how to use this method of using whiteboards. When implemented correctly, practices often increase revenue by thousands in the first month alone!
Use whiteboards to help you set goals proactively.
Many practices set goals based on old information. They wait for the end of the month, look at the numbers, and reflect on what happened. The problem with that is the time already passed. There is nothing you can do to improve that performance. In fact, by the time you reflect, you are already a couple of days into the next month, again reacting to what happened instead of choosing where to focus.
I fell in that trap before I started using whiteboards. Now, I look at all my services and calculate historicals of how many procedures I do of each service. From there, I set goals of how many of each procedure I want to do for the following month.
When you’re tracking things proactively, you have much more control. You can think more strategically and if you realize you’re not hitting your goals, you can take action in real-time. For example, your front desk can send out a newsletter to your patients to highlight a particular service you are wanting to do more of in your practice. You could also record a Facebook Live video talking about the three ways missing teeth are being replaced by your patients and the risk of not replacing your missing teeth. Or, you could increase Facebook ads into an Invisalign dental marketing funnel. Your options are endless.
Use whiteboards to achieve immediate returns.
Recently one of my clients shared a really big win with me. She had just finished a $20,000 day. When I asked her what made that happen, she said it was using her whiteboard. It all started when she realized her practice was way behind in their monthly crown and bridge goal. The whiteboard let them know they were behind in real-time so they could adjust right away. So they took action and started calling patients.
They didn’t call patients randomly by their name or date of their treatment plan, though. They called people based on their monthly goals. In this case, they called people who had bridges in their treatment plan. That would allow them to do multiple units. They quickly filled up their schedule and the $20,000 day came to be.
Are you using a whiteboard to increase your practice income?
Technology, systems, and dental practice software get a lot of attention, and for good reasons. They can help you plan, grow, and operate a WOW dental practice. But don’t forget about low-tech options like whiteboards to keep you and your team accountable. They can help you increase your income quickly.
Building a successful dental practice does not have to be complicated. In fact, the best ways to improve your dental practice are the simplest because the simplest plans are the easiest to put in place.
If you've been struggling to make your dental practice a success, it might be time to try a new, simpler approach. Here is one of my favorite—and simple—systems to build a successful dental practice. This three-step system could make a massive difference in your practice.
1. Create a scorecard for your practice.
Using a simple Excel or Google spreadsheet, list out the important key performance indicators, or KPIs, for your practice. What important numbers do you want to measure?
Include more than just high-level production and collections, too. For example, many practices include the following on their scorecards:
new patient numbers
doctor production per visit
hygiene production per visit
specific procedure production
After you list out the KPIs, list out your current numbers. How many new patients did you get this month? Last month? How about doctor production per visit? And so on.
Knowing these numbers gives you a snapshot view of the health of your practice. How does it look?
2. Assign team members to take primary responsibility for each scorecard item.
Once you know your current numbers, assign a team member to each scorecard item. That ensures consistent attention to the most important KPIs. The person you assign each KPI to will have primary responsibility for improving that item. Ask the person to put together a plan for how to improve that item.
Take new patient numbers, for example. Challenge your team member to identify as many activities that contribute to improving new patient numbers. While marketing is the first item that comes to mind for many people, other things impact new patient numbers as well, such as:
Telephone training for front-desk team members so they can get leads scheduled when they call
Treatment plan presentation to convert patient leads into patients
Following up with leads who are not ready to schedule an appointment
Asking current patients about scheduling family members who are not yet patients
and much, much more
Having someone take the time to list out tasks that improve their scorecard item helps put together a practice plan for improvement.
3. Set goals for each scorecard item.
You've identified key performance indicators. You've assigned people to each item. And you've identified the tasks that need to be done to improve each item.
Next, work with your team to set goals and action plans for their scorecard items. Ask them how you and the practice can support them. What systems and processes could be added or improved? Do they need additional tools or training?
With goals, an action plan, and support, your team member will be well-equipped for success.
Are you ready to build a successful dental practice?
Building a successful practice does not have to be complicated. Create a scorecard of the most important metrics. Assign team members to each scorecard item. Put together goals, an action plan, and a support plan for each key performance indicator. Then update your scorecard to measure progress. If you're on track, great. What else can you do to improve? If not, what do you need to adjust to make better progress?
With this much focus and attention on KPIs, your practice will be set up for success. If you don't want to go at it alone, we are helping hundreds of practices during this time in our Platinum Mastermind Gold Program, and are offering special value for you and your teams!
One of the most impactful actions you can take to improve your dental practice is to start presenting treatment plans the right way. Not only will you benefit if you do but your team members and patients will too.
For decades, case presentation consisted solely of education. Doctors simply educated patients about the care they suggest moving forward with. They list the issues they suggest addressing and what it means for their oral health.
It’s no surprise that the old way caused so many practice owners to struggle. Patients know they need treatment or they would not have gone to the dentist. They might not know everything that’s needed but they know they need treatment. So, if all you are doing is educating them, you are only adding medical terms and confirmation to what they already knew. You’re not doing anything to help them move forward. You’re not helping them say yes to the treatment they need. That’s why so many patients leave offices without scheduling appointments to get their treatment completed.
Here’s how to present a treatment plan to help your patients move forward with their care.
Understand your patients’ perspectives and objections before presenting your plan.
Before you can help a patient say yes to treatment, you need to take the time to understand what’s going on in your patients’ lives outside of your practice.
They’re busy. They have family, job, and personal commitments. And they have countless financial stresses. So, although they come to your office knowing they need dental care, they also often come in feeling busy and limited by budget pressures.
Thus, in order to help them move forward, we have to give them the confidence that they can do so with limited time and a tight budget. We know they want the care because they’re in our chair. But we must act as patient advocates to help them move forward to better oral health.
Once you commit to taking the role of patient advocate, follow this simple treatment acceptance framework. By doing so, you will help more patients move forward with the care they need.
Start your case presentation with one, simple question.
When we jump right into presenting our treatment plans, we fail to offer important context to our discussions. If we present too much, patients get overwhelmed. But withholding treatment we recommend to avoid overwhelming patients doesn't help patients either.
Thus, we must present everything needed without overwhelming them. To do so, ask for permission to tell them everything that’s needed to achieve optimal oral health. They will say yes and you can present everything that’s needed without overwhelming them.
Make it easy for patients to say yes to your treatment plan.
We know patients have time and financial restrictions that keep them from moving forward. To be true patient advocates to help them move forward we need to help them overcome those constraints. Make scheduling and affordability easier and you will get more patients to move forward.
Overcoming Time Objections
Consider scheduling longer appointments so patients can get their care done in fewer appointments. That helps them avoid taking more time off or having to come back and forth multiple times. It also helps them get to optimal oral health faster.
If you can get care done in one longer visit, ask patients if there's a reason they wouldn't be able to come in for one visit to achieve optimal oral health. Many times, they will be surprised that they can get their care done in one shot and will move forward. Sometimes they will reference affordability being an obstacle.
Overcoming Money Objections
If affordability is an obstacle, help patients afford their care. Let them know many patients have limited budgets and that it is very common. Then, let them know how other patients fit care in their budgets.
Tell them many patients have zero or low-interest credit cards that help them spread out the payments while receiving treatment right away. You could have a few zero-interest promotion credit card offers on file to show them if you want as well. If credit card payments are not an option, talk with them about using dental financing to structure payments into monthly installments they can afford. Finally, you can offer to spread out care over months so they can still get all the care they need.
Once you present these three options, ask them, “Which one of these ways would work best for you?” That question encourages them to move forward to get the care they need.
Immediately schedule their treatment in accordance with their choice.
Once they say yes, secure a deposit or set up the financial arrangement for their care and get them on their schedule. If they choose the option of spreading out care, make sure they know the entire schedule is important. That means, if they cancel or miss one appointment you will have to cancel the rest of the appointments.
Are you presenting treatment plans the right way?
If patients leave without scheduling their treatment, your case presentation style is often the reason. Do you take the role of patient advocate to help them move forward with the care they need? If not, get permission to tell them everything that’s needed. Make scheduling easier for them to fit into their schedules. Have three affordability offers ready to help them overcome money objections. Let them know they’re not alone with time and money pressures. Then present the three affordability options and ask them to choose among the three. By doing so, you will help more patients move forward with the care they need.
Grab Your FREE Treatment Planning Checklist here: Checklist: https://dentalbosstv.com/TreatmentPlanChecklist