Endo Mastery

MARKETING TIP: GOOGLE MY BUSINESS SETUP

Google is one of the internet’s behemoths. It reaches so far into the lives and online activities of everyone that it is literally an online essential for every business now. You may have a great website but if you haven’t properly set up your business identity on Google, you’re missing a lot.

 

Think of it this way: Your website is like the front door of your practice on the internet. It’s how people enter your environment and get to know more about you. By comparison, your Google identity is like the sign in front of your practice that lets the world speeding by know you are even there.

 

Your Google identity builds your brand and supports your online reputation. Reputation is built in many ways. Are you easy to find? Conscientious businesses adapt to the ways people are searching for information about them. Is your information complete and up to date? Unreliable businesses are not. Do you have photos and/or videos? People want to get a look at you and get a sense of your values. What do online reviews say about you? 64% of users are likely to check online reviews before going to a business for the first time.

 

If you haven’t done so already, you need to set up your business identity and claim it on Google. Claiming is the process where you verify with Google that you are the owner of a business that they already know something about (and they do already know things about you).

 

For example, claiming and verifying your business will allow you to control how your business shows up in Google Maps. You can also do things like manage and respond to online reviews (subject to HIPAA which was discussed in a previous blog post). Here is the link to Google My Business:

 

GOOGLE MY BUSINESS

 

To help you with the process, we have found on the web a fairly thorough and complete third-party guide to setting up Google My Business. There’s a lot of information in here, and it’s written for every kind of business. However, by working through it step by step, you’ll get everything set up right and understand what you can do with Google’s My Business service.

MARKETING TIP: BACK-TO-SCHOOL GOODIE BAGS

Tap into September back-to-school time with brown bag goodies and surprises for your referring office teams. This works best when you know all the team members’ names so you can write it on the bag just like their Mom used to do. The bags don’t have to actually be a full lunch. Instead, fill them with an assortment of school-themed snacks and goodies. For example:

MARKETING TIP: TOP OF MIND AWARENESS

For any product or service to succeed, it needs a marketing strategy. Marketing is the process of making potential customers/clients aware of what you offer and how to get it. There are lots of ways to do this, from advertising to direct marketing to social media to relationship marketing.

For endodontists, your clients are primarily GPs based around a professional, interdisciplinary doctor-to-doctor relationship and patient referrals, so relationship marketing is hugely important. In an ideal referral relationship, GPs would rather refer out all endodontic treatment than attempt it themselves, and they prefer to refer it to you (rather than another endodontist) if at all possible. You have “top of mind awareness” for their endodontic referrals, and that probably describes your best referrers pretty well.

Best referrers are the minority though. Most of your referrers are more mixed in their relationship with you. They may not refer out all endodontic treatment, or when they refer it might not be to you as their first choice. You might be one of several endodontists and they “share the love” with everyone.

There are strategies you can implement to improve those relationships, but the effectiveness of those strategies depends on certain fundamentals in your marketing system being in place, and your marketing coordinator executing those fundamentals with disciplined regularity. Their role to drive the marketing systems is vital. Here’s the marketing foundation. It’s quite simple, and yet many endodontists do not do this:

  • Every “A” referrer (12 or more cases per year) needs to be contacted once per month.
  • Every “B” referrer (5 to 11 cases per year) needs to be contacted once per quarter.
  • Every “C” referrer (1 to 4 cases per year) needs to be contacted once per year.

What happens in these contacts? The marketing coordinator drops by the referring office and delivers a little gift basket, bagel drop, seasonal goodie, or something that tells the practice they are important to you. These do not need to be expensive, and they should focus should be on creating delight. We frequently have marketing ideas for these contacts in this newsletter.

Your marketing coordinator becomes the face of your practice to the referring office and drives the team-to-team relationship. When they see the marketing coordinator coming through their door, there is recognition, familiarity and a sense of happiness. That is the beginning to top of mind awareness … in the team, in the doctor and eventually in their referrals.

With this system in place, then you have the foundation to really become effective and targeted in your marketing. For example, if a “C” referrer sends two cases in the same month (when they normally send 4 or less all year), then you can respond and connect in better ways. You can have a doctor-to-doctor phone call, or a scheduled lunch. The marketing coordinator can respond right away with another contact and gift that communicates how much you appreciate their referrals.

It all starts with the marketing coordinator who has flexibility as needed to be outside the practice and visiting referrers. Usually, it’s the equivalent of a day or two per week for preparation and drop in visits. Without a marketing coordinator, a system like this is rarely implemented with the consistency needed, and that creates barriers to growing referral relationships.

MARKETING TIP: ST. PATRICK’S DAY

March 17th is St. Patrick’s Day, and everything lucky about shamrocks, leprechauns, pots of gold and the color green. Here’s a great idea with pots of gold chocolates and a theme tag. Be sure to wear green when you drop them off!

 

The image shown is from an Etsy shop for real estate marketing. You can download the tag template instantly for a small fee. There are lots of other referral-related ideas too.