practice marketing workbook...steve driskill | director of search marketing steve has over 10 years...

Practice Marketing Workbook

Pr e

5990 Venture Drive, Suite C Dublin, OH 43017

P 614.562.1912

E [email protected]

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Prepared by Whiteboard Marketing LLC | Whiteboard-Mktg.com | [email protected] | 614.562.1912

About Us

At Whiteboard Marketing, we commit to growing each dental practice as a

partner and team member.

Our dentists think of us as their off-site marketing department. We understand dental practice

marketing from both an inside and outside perspective, which enables Whiteboard Marketing to

tailor the most effective strategic services and programs for each dentist and practice. We work

with dentists on a local, regional and national level.

Our expansive services include Website Design, SEO, Social Media Marketing, Local Business

Listings, Pay-Per-Click Advertising, Print and Collateral Design, Media Relations, Strategic

Marketing Planning, TV Production and Reviews and Reputation Management. Whiteboard

Marketing helps dentists grow their practices.

The Dental Marketing Landscape

Today’s practice marketing landscape is constantly changing, but it is here to stay. Understanding the true purpose of building an integrated, proactive marketing program for a dental practice is a vital component of attracting new patients and driving practice revenue.

This seminar will focus on how to develop and implement strategic, comprehensive and sound marketing processes into your practice.

In many cases, dentists leave practice marketing seminars with outstanding ideas that can truly change their practice landscape. But, without an actionable map to carry out the strategy, the ideas stay just as they are – concepts, not action. Our goal is to empower dentists and practice marketing managers to not only build a marketing program that is “right” for your practice, but to leave with a tactical map of how to implement your marketing strategy on a realistic, day-to-day level. Learning to market your practice effectively will not only bring in new “quality” patients, but it will help turn your existing patient base into practice ambassadors.

mailto:[email protected]

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Our Team Whiteboard Marketing prides itself for serving as an off-site marketing department for many of its clients. As a team, we work hard every day to fulfill our mission of providing comprehensive marketing solutions to small businesses at every level. Our Whiteboard Marketing team includes account executives, social media specialists, a reputation manager, web developers, graphic designers, and more. We love what we do and find it so motivating to find new, innovative ways to help our clients move their businesses forward. Meet some of our team members!

Sean White | CEO

Sean blames his clients on where Whiteboard Marketing is today! Since 2005, Sean has built relationships with small and medium-sized businesses throughout central Ohio, helping them meet their sales and marketing goals. He is proud to say that many of his clients are also personal friends – a testament to the time and attention Whiteboard Marketing gives to each client. Sean is a graduate of The Ohio State University. He has three active children and loves being a youth football coach.

Kristi Simone | CMO

Kristi manages all areas of marketing at Whiteboard Marketing, including project management, brand-building, team strategy and client service. Kristi utilizes her agency and small business experience to deliver the best quality and strategy possible to Whiteboard Marketing clients. She is a graduate of The Ohio State University. Kristi and her husband, Bryan, are so blessed with four crazy-busy kids and the best bad dog in the world.

Steve Driskill | Director of Search Marketing

Steve has over 10 years of experience in digital marketing and search engine optimization. He has worked with businesses ranging in size from start-ups to publicly traded companies. As a father of three boys, he enjoys spending time with his family, and is an avid sports fan.

Jody White | Senior Account Executive

Jody loves to help clients build their presence through social media, SEO, PPC, email, blogs and website design. She uses her experience with small business marketing to deliver the best service and strategy possible to the Whiteboard client family. She and husband Sean are blessed with three amazing kids and a great dog, Lacey, who also serves as the official Whiteboard Marketing mascot!

Shanna Young | Senior Account Executive

Shanna wants to live in a bubble world filled with beautiful and creative décor, tons of shoes, and electronics that need no instructions, all bundled together with a ribbon ending all cancer causing agents. She is a graduate of Ohio University…Go Bobcats! Her communication and marketing degrees along with working in various advertising mediums have helped develop her passion to help client projects with direction, strategy and let’s not forget creativity. Shanna’s favorite food group is Diet Coke…the nutrient that enables managing her husband and three children’s crazy schedules


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Cara Albright | Business Listings Manager

Cara is an energetic and uber- organized mother of four from Dublin. She enjoys yoga, shopping with her daughter, watching her three boys play football, lacrosse, and basketball, but most of all loves family vacations.

Ashley Davis | Digital Marketing Manager

Ashley is committed to developing a strong brand voice for Whiteboard clients. She loves creating new and fresh content to stimulate customer engagement. Ashley takes pride in managing client accounts and projects, including website design, marketing consulting and social media. She enjoys spending her weekends with her fiancé, dog and watching The Ohio State Buckeyes (mostly her dog)!

Hanna Ellison | Digital Marketing Specialist

Hanna directs our online reputation management service while helping clients broadcast their unique brand voices through social media management. She is excited about getting more engagement for her clients in new and creative ways. She graduated from The Ohio State University with majors in Marketing and Spanish. She enjoys watching movies with her husband and quoting them frequently, as well as playing in multiple sports leagues.

Jackie King | Digital Marketing Specialist

Jackie has deep love for all things marketing. Her primary responsibilities at Whiteboard Marketing include social media management and email and content marketing strategy. She is passionate about creating fresh and engaging work for clients and watching their results come to fruition. Jackie is a graduate of Ohio University with a degree in Journalism. She is an avid Ohio State Buckeyes and Pittsburgh Steelers fan.

Sheila Rowlands | Website Controller

Sheila oversees each step in website management to make sure clients get the most out of their sites. She also helps with writing, marketing, and whatever else this awesome team needs! When she’s not working, Sheila is likely to be found whipping up a deliciously complicated concoction from the Food Network. Thankfully, her dog is the best kitchen vacuum money can buy.

Brittanee Barton | Executive Marketing Assistant

Brittanee assists with the day-to-day client and operational responsibilities. She also serves as our resident copywriter. Brittanee is a Columbus native and a graduate of Marshall University. She earned a journalism and sports marketing degree and was captain of the coed cheerleading team. Outside of work, Brittanee is a big Buckeye, Herd and Cleveland fan. She also really enjoys to-do lists, Lucky Charms, weekend trips to see friends, country concerts, an empty gym and her family.

Lacey Whiteboard | Professional Mood Booster

Lacey is the official mascot of Whiteboard Marketing! She likes walks in the park, sleeping on her back with her paws up and dog treats with a little crunch


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How to Use This Planning Workbook

This workbook is a key step in your marketing planning process to help you identify your marketing goals, understand your marketing challenges from a resource standpoint and create initiatives to help you build incremental sales and attract new patients.

TABLE OF CONTENTS

Planning Steps

6

How to Increase Facebook Likes + Engagemnet

12

How to Implement a Patient Review Program

14

How to Build a Patient Referral Program

16

Sample Patient Photo/Video Release

20

Practice Marketing Audit

22

Practice Marketing Budget

(See separate Excel Worksheet)

“If you don’t know where you are going, you will end up someplace else.”

―Yogi Berra


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IDENTIFY YOUR MARKETING GOALS What do you want your marketing program to do for your practice? Essentially, what are your marketing goals?

Goal Rank in order of importance (1 = most important)

Build brand and awareness within the local community

Bring in more new patients

Increase re-scheduled patient treatments

Drive referrals from current patients

Increase referrals from my referring dentists (for specialists)

Incrementally grow existing patient base

UNDERSTAND AND TELL YOUR STORY

Where are your new patients coming from?

Rank your greatest source of new

patients (1= most, 10 = least)

How do you track this?

Patient referral

Staff referral

Google (online search)

Social Media (Facebook, etc.)

Print Ads/Direct Mail

Referral from general dentist (for specialists)

TV

Radio

Insurance Network

Patient Reviews

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Who are your patients? Demographically speaking, what do they “look” like?

Demographic Comment

% of female patients

% of male patients

Average household income

Average age

Describe community where practice is located

In family households, who makes the medical decisions?

Insurance VS. Fee-for-service patients

Other factors that describe your patient base:

List the key services you are known for: List the services that generate the most revenue for your practice. This could include type of procedure – cosmetic,

restorative, CEREC one-visit crowns, braces, dental implants, hygiene, etc.

Dental Treatment/Service Revenue importance (1 - least, 5 - most)

What do you think makes you different from other dentists in the area? Include services, patient relationships, certification, technology, etc.

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BRANDING AND MESSAGING Identifying the services you want to be known for will help you determine how to promote your practice. The second step is to understand how to promote these services throughout your calendar year so that you are generating revenue and attracting patients at the right times for your practice.

What do you want your patients to say about you?

List the key topics/services/procedures/treatment you want to focus on each month of the year. What services do you want to promote and what times during the year?

What is your business cycle for the calendar year?

List the trends in patient visits, questions, seasonal issues to focus on, etc.

Month Brand Building Service Sales Building Service/ Treatment/ Procedure/ Promotion

January

February

March

April

May

June

July

August

September

October

November

December

Note: We recommend that you run a report through your patient management system to identify your key revenue-

building services month to month.

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MARKETING RESOURCES + CURRENT REALITIES

To complete an effective, ongoing marketing strategy, every practice must have some key factors to ensure success. Many of these factors are roadblocks to your current marketing efforts. Identify the resources that are roadblocks and their causes, as well as those resources you can commit to your marketing program. Then, identify who will be responsible for this resource to make your plan come to life.

Resource A current

marketing

roadblock

Yes/No

Why?

Why not?

Will I

commit to

it?

Yes/No

Who will be

responsible?

Marketing

budget

Designated marketing person inside

practice

Third party marketing partner

Time during

week to implement marketing

Knowledge of

marketing initiatives

Training about marketing

Our marketing is on track

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PLAN IT – MARKETING INITIATIVES Determine which initiatives you will incorporate in your overall marketing strategy. Identify the resources needed for success and the person/team who will be responsible for implementing the program.

Action Include in

Marketing Strategy

Yes/No

Resources Needed

($, time, team, training)

Responsibility

(Who will implement?)

Website (Design/update)

SEO

(Search Engine Optimization)

Google Pay-Per-Click

(Digital advertising campaign)

Local SEO

(Business Listings Management)

Patient Reviews

(Ask for, post and respond to reviews)

Social Media

(Post 3+x/weekly – Facebook, Twitter, G+)

Blogs

(Weekly)

Google Business View

(Google Virtual Tour)

Email Marketing

(For patients and referring dentists)

Print Collaterals

(Brochure, etc.)

Traditional Marketing (TV, radio, print ads)

Patient Referral Campaign

(Internal)

Enhance Patient Experience

Internal Graphics (Wait room, operatory displays, etc.)

Community Involvement

New Patient Tracking

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TRACK, MEASURE, ANALYZE, ADJUST

I will track my marketing efforts by using the following:

Resource Frequency

(We recommend monthly)

Team Members You Will

Include

Call Tracking

Google or Website Analytics

My staff will ask and we will

officially record

Social Media Insights (Facebook,

Google+, etc.)

Automated Reporting System

(Hootsuite, Dasheroo, DashThis)

Question on Patient Forms

Other

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HOW TO INCREASE FACEBOOK LIKES + ENGAGEMENT

BUILD YOUR PROGRAM Step 1: Designate a social media ambassador.

Identify one person in your practice who will serve as your “social media” person. This could be your practice manager, front desk person, hygienist or other team member who is comfortable with technology and who likes to use Facebook, Twitter, Instagram, Snapchat and other social sites. ⃝My practice social media ambassador is: _________________________________________

Step 2: Set a goal for the number of Likes you want to earn each month.

⃝ Our current Facebook Likes total is: ____________________.

⃝ Our monthly practice Likes goal is: _____________________. Step 3: Discuss the Likes campaign with your entire staff.

Talk about the campaign’s purpose and each person’s role in achieving your goal. Morning huddles are a great time for this. Team Incentives:

● Motivate team members by running an internal promotion to reward the person who gets the most Likes for the month. Determine the incentive and discuss it with the team when rolling out the campaign. Some incentive ideas include a $100 gift card to the team member with the most Likes, or a group lunch if the total goal is reached.

● Post your goals in the break room. Discuss it regularly with all team members. ● If you are going to track each team member’s Likes, simply post a Likes page in the break room.

Ask each team member to write their own name and the name of the patient who liked the page

on the sheet. REQUEST LIKES Step 4: Choose Your Likes Request Options

Check the initiatives you will use for your practice: ⃝ Flyer: Post a framed Like Us flyer at the front desk.

⃝ Verbal: Ask patients to Like the practice on Facebook and “check‐in.” ⃝ Tablet: Utilize a tablet and ask patients to Like the practice upon check‐in.

⃝ Cell: Ask patients to Like the practice and “check‐in.”

⃝ Website: Add your social icons to the top of your website pages and give a call to action, such as

“Follow Us on Social Media!” ⃝ Email: Ask patients to follow your practice in emails.

Step 5: Assign team members to Like and follow the practice on all marketing channels, including

Facebook, Twitter and Google+.

A morning huddle is a great time to ask staff to get their phones out and collectively Like the practice.

Step 6: Get personal. Ask family and friends to Like the practice.

Send your closest personal friends and family members an email. Post it on Facebook (i.e., Please Like our practice!). Send a text with a direct link to your practice social sites (G+, Facebook, Twitter, Instagram, Snapchat).

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Step 7: Actively seek Likes from patients.

● At the front desk: When a patient checks‐in at the front desk, ask him or her to Like the practice

on Facebook from a tablet or their cell phone. ● In the chair: While the patient is in the chair/operatory, the hygienist, assistant or EFDA can ask

the patient if he or she has Liked the Facebook page. If not, ask! ● Email patients and ask them to Like your practice on Facebook. Remember to include the link to

your Facebook page! ● Repeat campaign with a “Follow Us on Twitter, Follow us on Google, Follow us on….” initiative!

INCENTIVIZE AND REWARD Monthly Promotion

● Run a patient promotion for one month. ● For each patient Like or “check‐in,” the patient’s name will be entered to win a $50 or $100 gift card. ● At the end of the month, announce the winner on Facebook, of course!

IDEAS TO GET MORE LIKES The best ways to to increase Facebook likes is:

● Add social icons and links to your website ● Place a sticker on the front window of your office ● Include your Facebook link on your patient statements ● Add your social links to your practice email signature ● Send a personal email to your friends and family and ask them to like your practice Facebook page (include

the link, of course!)

IDEAS TO DRIVE ENGAGEMENT

● Take personal office and team photos and tag the people in your photos (also include photos of vendors and specialists who may come by).

● Take photos with your patients, and tag the patient in the photos. ● Take photos of big milestones, i.e., patient birthday, community events with your team, patient

anniversary with your office, staff birthday, braces taken off, braces on, full-mouth restoration completed, etc. and tag the patient in the photos.

● Create a “patient sign” campaign where the patient holds up creative signs in your office, and tag the

patient in photos. ● Hold a holiday-focused campaign and take photos of the team and patients who participate, and . . . You

know the drill!

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HOW TO IMPLEMENT A PATIENT REVIEW CAMPAIGN

Step 1: Designate a practice marketing ambassador. Identify one person in your practice who will serve as your “marketing” person. This could be your practice manager, front desk person, hygienist or other team member who is comfortable with technology and who likes to use Google, Facebook, Twitter and other online outlets. ⃝ My practice marketing ambassador is: ___________________________________________

Step 2: Set a goal for the number of reviews you want to earn each month.

⃝ My monthly practice goal is: ___________________________________________________ Step 3: Conduct a practice review audit.

Work with your practice manager and your marketing ambassador the following questions.

How are you currently generating your reviews?

How current are the reviews?

Where are the reviews showing up? (Google, Facebook, etc.)

Are you sharing your reviews on key sites like Google+, Fbook, Twitter, newsletter, blog and your Website?

Step 4: Request Reviews

Check the review initiatives you will use for your practice: ⃝ Email Requests:

If you have an integrated email program in place (i.e., SolutionReach, DemandForce), check your automated settings and turn on the options to send a review request after each patient visit, auto-send Google review requests, and other engagement options.

If you do not have an integrated email program, download your patient data (email addresses if you have them) and create an email account through MailChimp or Constant Contact. Then, send an email request to review your practice on your review sites (Google+, Facebook, Yelp).

⃝ Text Message:

Set up this option through your email program if you have it. ⃝ Tablet:

Utilize a tablet and ask patients to review the practice upon check-in. ⃝ Cell Phone:

Ask patients to review the practice from their smartphone when they check-in at the front desk.

Ask patients to review the practice from their cell phone when they are in the chair. ⃝ Website:

Add a page to your website called “Reviews” and add reviews, either manually or automatically, to the page. At the top of the page, add a call to action, “Review Us” and include links to your practice Google+, Facebook and Yelp pages.

Step 5: Discuss the review program with your entire staff.

Talk about the campaign’s purpose and each person’s role in achieving your goal. Morning huddles are a great time for this.

Team Incentives:

Motivate team members by running an internal promotion to reward the person who gets the most reviews. Determine the incentive and discuss it with the team when rolling out the campaign. Some incentive ideas include a $100 gift card to the team member with the most positive reviews, a group lunch if the goal is reached.

Post your goals in the break room. Discuss it regularly with all team members.

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REQUEST REVIEWS Step 6: Assign team members a “week” to review.

Post a sign-up sheet in the office and ask all team members to sign up. Two per week is the goal. Ideally, we want a mix of 80% patient reviews and 20% “staff” reviews.

Step 7: Get personal. Ask family and friends to review the practice.

Send them an email. Post it on Facebook (i.e., Please review our practice!). Send a text. Step 8: Actively seek reviews from patients.

At the front desk: When a patient checks-in at the front desk, ask him or her to review the practice on

Google from their cell phone if they have a Gmail address. In the chair: If the patient compliments the Dr., hygienist, or assistant, this is a great time to say,

“Thank you for the compliment! Would you like to review us on Google?” If the patient does not have a Gmail address, he/she can review the practice from your Facebook or Yelp page.

With either option: If the patient says they are not interested at the moment, give him or her the hand-

out that explains how to review from a phone or computer. Whiteboard Marketing can provide this handout for your practice. If a patient does not have a “digital” way to review your practice, consider creating a paper option. The patient can then write the review and you can simply add it manually to your review sites as a “post.”

Step 9: Email patients and ask for a review.

Step 10: Repeat each month!

MANAGE YOUR REVIEWS

It is important to monitor your reviews and respond. Set up a Google Alert for your name and your practice name. You will receive an email alert whenever your name is mentioned online. And, check your review sites frequently. Then, respond to positive and negative reviews. Choose the best option for your practice: ⃝ I will manage my reviews myself and respond to them on a weekly basis

⃝ I will look for a program that manages this process for me. PROMOTE YOUR REVIEWS

The best way to promote your positive reviews is to:

Add a review link to your website

Integrate reviews from all of your review sites so that they show up everywhere. For example, if you get a great patient review from SolutionReach/DemandForce, etc. or on Facebook, share it on your Google+ page.

Decide how you will promote your reviews:

⃝ I will manually copy reviews from Google, Facebook and other sites and “paste” or “share” them on other sites. I

will do this weekly. ⃝ I will invest in an automated program that does it for me.

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HOW TO BUILD A PATIENT REFERRAL PROGRAM FOR YOUR OFFICE

STRATEGY: The greatest source of new business is from your existing business. Essentially, the primary goal of your patient referral program is to create patient and team ambassadors who will help bring in new patients. First and foremost, practice makes perfect, literally. Take a look at your practice experience from a patient’s perspective and ensure that you are creating the type of exceptional dental experience that your patients will want to recommend. Whether you choose to incentivize and reward your patients for referrals, or simply reward them, the quality of service and treatment you provide will be the ultimate driving point for any referral. Happy patients refer friends and family. Unhappy patients complain to as many people as they can. Choose to incentivize and reward or just reward.

Incentivize and reward: Set the incentive up front what you will do for a referral. Actively seek the referral by asking for it and communicating what a patient receives for a referral. Just reward: Some practices prefer to simply reward a patient for a referral. Deciding to simply reward patients for their referrals is a quieter, simpler way to communicate your gratitude. Even if you choose to simply reward your patient ambassadors, you will still need to set a referral goal, incentivize/train your team and determine how you will reward your patients.

Set your goal.

Set a team goal for the number of referrals you want to get each month. Look at how many referrals you currently earn each month. Then, set a goal to exceed that number. For example, if you earn 4 new referrals each month, aim for 8-10.

Make the reward fit your practice.

Decide how you want to reward your team and patients who refer to your practice. Make the reward fit your brand and business model. There are lots of options, so pick an incentive that is easy to implement, cost-effective and motivational. Some ideas include: Gift card to outside company (Starbucks, Amazon, iTunes, etc.) Cash incentive Discount on future services in the practice Discount on products sold in the practice (Sonicare, teeth whitening, etc.)

Develop a program for your team and your patient ambassadors. Incentivize your team

If you are offering a reward to patients who refer, consider incentivizing your staff to ask for the referral. Determine the incentive that fits with your team culture and business model. Ask your team during a morning huddle how they want to be rewarded and then craft the incentive around their feedback, if possible. Would your team prefer a group reward or individual incentive? How frequently? Can you track and report the referrals each week during a morning huddle (every Friday, for example).

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Consider these incentives: Catered lunch for the entire team 1% distribution to team of total new patient revenue (receivables) for the month $100 gift card for the most referral asks by a single team member (the new patient must make an

appointment)

Train your team

Telling people about your referral program can seem awkward to your staff members. Asking for the referral can be uncomfortable. But, if they are properly incentivized and trained, they will be armed with the tools they need to go for “The Ask.” Create the script. Write the dialogue so the team knows what to say when asking for a referral. Create

several different conversations to cover all the bases. Rehearse “The Ask”

Patient: I love this practice… Response: Thank you! We love hearing that! We are accepting new patients, so we would love for you to tell your friends and family how much you love it here…

Practice makes perfect. Set aside time during lunch or at a team huddle to practice on each other so team members are comfortable asking for a referral.

Timing is everything. Ask for the referral when a patient communicates he/she is happy about the practice, the Doctor, the treatment, etc.

The Docs can also ask. Track it.

Determine how you will track your patient referral program, based on your front desk team training and practice technology. Some tracking mechanisms include: When a new patient calls the office, always ask, “How did you hear about us?” Then, enter the answer into

your patient database software (Dentrix, Eaglesoft, etc.). Or, tally the answer on a sheet of paper. Invest in a call-tracking system so that you can track, count and listen to each patient call you receive. Call

tracking and listening are tremendous opportunities to truly identify the purpose of a call and also understand how your team handles the calls. Listening, revising your practice talking points and training are key components to converting a prospective patient call into a new patient visit.

Add a Thank you page to your website’s contact form and add a Google Analytics Tracking “snippet” to that page so you can track how many people completed your contact form for more information or to schedule an appointment.

Keep a sheet in the break room, so team members can tally the number of patients they asked for a referral. Be sure to include the patient’s name. This information will be helpful in determining the number of “Asks” versus the number of actual referrals each month. This data is important in assessing the effectiveness of your referral program and can help open the conversation of what is working, who is doing it well, and what needs to change.

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Reinforce it. You will need to reinforce the program to keep team members motivated to participate. How many times have you heard your staff say, “We talk about it,but then nothing happens.”? If you don’t talk about it, people will forget. Determine how frequently you will talk about the referral program with your staff. Once a week,

monthly? Then, talk about it in morning huddles. Consider putting one team member in charge of the referral program, sort of a referral cheerleader.

Post the referral goal and team incentive/reward in the lunch room or other area where all team members can see it daily. Update it each time you receive a new patient referral so team members can see how close they are to the goal.

Highlight the “star players” on the team who are getting the most referrals. Sales tools

Develop sales tools to help promote your program. Team Business Cards Consider creating business cards for each staff member that he/she can hand to a patient when asking for the referral. These cards are great for team members to hand out when they meet new friends. Tip: When a hygienist hands out her business card, she can say, “When you call to schedule your appointment, just tell the front desk that you spoke with me and I will make sure you are scheduled as quickly as possible.” Patient Referral Card Create a referral card that the patient can give to friends and family. Most importantly, tell the world!

Acknowledge it, and then go for it. Communicate your practice referral program. Post the referral program on your website. Post on every social media platform you use. Do this regularly, not just once. Consider posting every

other week about your referral program. Email your patients about the program through your email system (DemandForce, Smile Reminder, etc.) Post a sign in your waiting room. Hand out the patient referral card to every patient you ask.

Reward your referrals.

Below are some ideas for rewarding your patient who has referred your practice. Hand-written note on practice card. “Dear Mrs. Smith, I wanted to send you a quick note to thank you for

referring….” Simple thank you notes are better than postcards, and consistency is more important than an elaborate format.

Personally make a brief “thank you” phone call. Dentists who do this routinely realize that it takes no more than two minutes. Plus, you’ll find your patients love this.

Consider a small gift item when it’s practical and appropriate. Perhaps a few $1 lottery tickets or something simple and low cost to reinforce the second or third referral.

Always remember to note in the patient’s chart that he/she referred a new patient. Remember to verbally thank her for the referral the next time this patient comes in. Track the number of patients are referred by your patient ambassadors.

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PATIENT REFERRAL REWARD IDEAS

Referral Reward

First Hand-written note or call from doctor, staff + (pick one): $10 Starbucks gift card $10 Lottery ticket $25 credit on account Other

Second Hand-written note or call from doctor, staff + (pick one): $20 gift card $25 credit on account

Third Hand-written note or call from doctor, staff + (pick one): $50 gift card $50 credit on account Sonicare Other

Fourth Hand-written note or call from doctor, staff + (pick one):

$50 gift card $50 credit on account Other

Fifth Hand-written note or call from doctor, staff + (pick one): $50 gift card $50 credit on account Other

Sixth Hand-written note or call from doctor, staff + (pick one): Free whitening $100 credit on account Other

Beyond Hand-written note or call from doctor, staff + (pick one): $50 gift card $50 credit on account Other

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SAMPLE PATIENT PHOTO/VIDEO RELEASE FORM

INSERT YOUR PRACTICE LOGO HERE

Patient Photo/Video Release Form

I hereby give my consent to (INSERT YOUR PRACTICE NAME HERE) to photograph and videotape

and then use, reproduce, and publish said images of me and/or my child/children.

___________________________________________________________________ (Please print name) ___________________________________________________________________ (Please print child’s name, if applicable) I understand that (INSERT YOUR PRACTICE NAME HERE) may use these photos or videos to post on social media and the company website, and for direct mail and print advertisements, flyers and other

marketing purposes.

I hereby release (INSERT YOUR PRACTICE NAME HERE) from any and all claims whatsoever in

connection with the use, reproduction, publication of the images thereof.

___________________________________________________________________

Signature Date ___________________________________________________________________ Signature for minor child

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NOTES

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5990 Venture Dr. Ste. C, Dublin, Oh 43017 | whiteboard-mktg.com | [email protected] | 614-562-1912

PRACTICE MARKETING AUDIT + BUDGET

CURRENT MARKETING PROGRAMS Listed below is a graphic outline of possible local marketing programs. Identify which programs you currently implement, successes, evaluation, and perspectives. This list is a comprehensive outline of many marketing avenues. We are not recommending all

of these! This process is simply a way to identify all of the things you are doing to market your practice. Please read below and just list only the marketing tactics you are currently implementing.

EXTERNAL MARKETING Action Description

(Are you implementing this?) (List only YES’s)

Is it working? (yes, think so, not sure, no)

How do you evaluate its success or track it?

Challenges of the program

Digital

Website

Search Engine Optimization (SEO)

Google Pay-Per-Click (PPC)

Facebook Pay-Per-Click (PPC)

Local SEO/Business Listings

Facebook

Twitter

Google +


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Action Description





Instagram

Snapchat

Pinterest

Patient Reviews

Blog

Email Marketing

Press Releases/Media Relations

Print

Practice Brochure

Direct Mail

Post Cards

Patient Statement Messaging

Business Cards


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Action Description (Are you implementing this?)

(List only YES’s)




Other:

Advertising

Newspaper Ads

Television Ads

Valpak or other Mailer Pack

Magazine Ads

Church Bulletin

School Athletic Bulletin

Billboard

Radio

Other:


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(List only YES’s)




Community Outreach

Community Event

Sponsorship

Local Schools

Local Colleges

Religious Institutions

Local Sports Teams

Non-Profit Organizations

Chamber of Commerce

Other Organizations

Area Realtors

Area Relocation Specialists

Key corporations in the community

Other:


http://www.neighborhood-marketing.com/ideas/schools.html

http://www.neighborhood-marketing.com/ideas/religious_organizations.html

http://www.neighborhood-marketing.com/ideas/sports.html

http://www.neighborhood-marketing.com/ideas/non_profits.html

http://www.neighborhood-marketing.com/ideas/non_profits.html

http://www.neighborhood-marketing.com/ideas/chamber_of_commerce.html

http://www.neighborhood-marketing.com/ideas/chamber_of_commerce.html

http://www.neighborhood-marketing.com/ideas/others.html

26



INTERNAL MARKETING Action Description


Is it working? (yes, think so, not

sure, no)



Appointment Reminder

Program

Patient Appointment Reminder Calls

Patient Appointment Reminder Emails

Patient Appointment

Reminder Texts

Other:

New Patient Welcome

Program

New Patient Welcome Letter

Practice Welcome Packet

New Patient Follow-up

Card after First Visit

Welcome Gift

Other:


27




(List only YES’s)


sure, no)



Patient Retention Program

Targeted Messages on

Patient Statements

Text Messages

Email Marketing

Patient Post-appointment Check-Backs

Patient Appreciation Event

Appreciation giveaways

(logoed items)

Targeted patient communications based on procedure

Patient Newsletter

Patient Feedback Surveys

Patient Exit Interviews

Other:


28




(List only YES’s)


sure, no)



Patient Education

On-hold education system

for phone

Waiting room computer screen or TV explaining your services

Brochures about key

procedures

DVDs/Videos about key procedures

One-on-one consulting

about key procedures

Other:

Patient Referral Program

An “active” program for

patients to refer friends/family

Established referral rewards

Referral program letter

Staff referral incentive

Other


29




(List only YES’s)


sure, no)



Product Promotion

Product display shelf in waiting room (mouth

guards, toothpaste, Sonicare, etc.)

Product Sampling

Brochures about products

you market

Other:

Patient letters, emails, etc. about these products

Other:

Team Marketing

Patient service policy, expectations and standards for staff

Patient service standards

and training for staff

Training about problem solving with patients


30




(List only YES’s)


sure, no)



Scripting for key

patient touch points (greeting, financial scripting, treatment

acceptance, etc.)

Other:

Internal

Communications

Morning Huddles

Afternoon Wrap-ups

Management Meetings

with key staff and dentist

Weekly Management Meetings with dentists

Other ways you

communicate with your team about your marketing efforts and

their role:


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