My company started using Podium for this process, and we generated 25 five-star reviews—in one month!
If you’re eager to jump to No. 1 on Google’s map results for all local searches regardless of proximity, it is possible. Google recently rolled out map placement for pay-per-click (PPC) ads, which means you can buy the No. 1 map placement for certain search terms such as “dentist.” This in itself is a topic for another article, but if you’d like to discuss it, email me. But don’t forget: the No. 1 action you can take as a dentist to drive traffic to your site from Google is to ramp up your Google review efforts.
Generate 480% more leads with direct-mail postcards
Even in the digital age, direct mail remains the best way to reach prospective patients in your area. It generates a 480% higher average response rate than PPC.4
Here are some numbers that may explain why:
- 56% of consumers say print marketing is the most trustworthy.5
- 54% say they prefer to receive updates and promotions in the mail.6
- 39% say they have tried a new business because of direct mail.5
Want to see those stats in action? The accompanying graph shows the monthly new patients at Hall Family Dentistry in Indianapolis, Indiana, before and after they started marketing with direct mail (figure 1). The numbers speak for themselves.
Here’s another example. E. Roy Finley, DDS, a client of mine who owns Finley Dentistry in Toledo, Ohio, is a sharp marketer who has his bases covered. He mails postcards weekly. I had one of my consultants analyze a five-month snippet of his campaign. Here’s how his postcard campaign breaks down:
- Mailing list: homes with an income of $35,000-plus
- Mailing schedule: 2,500 cards every week
- Campaign cost with postage: $19,508
- Unique calls from his postcard: 997
- Results: 75 new patients or 15 new patients per month
- Return on investment (ROI): 1,438%
Note: Dr. Finley estimates the lifetime value of his patients to be $4,000 to $9,000 each. To be conservative, I used the lower end of that spectrum to figure out his ROI.
Consistency and repetition are key. Dr. Finley mails 10,000 postcards permonth, hitting each prospect multiple times per year. He also runs coordinating online banner ads to the same geographical area as the postcard campaign, creating even more repetition and name recognition. So, when prospects are ready to make an appointment, they are familiar with Dr. Finley—and he is the one they call.
Book 80% more appointments with your website
The last—but by no means least—piece of the marketing puzzle is your website.
Whatever kind of marketing you do, people are going to check you out online before they call. Your website needs to do two things:
- Increase affinity for you and your practice
- Get prospects to make an appointment
The best way to accomplish the first item is to make sure your website is professional looking, user-friendly, and mobile-friendly. It should provide lots of information about you, including photos of you, your staff, and your office. This makes prospective patients feel more comfortable because they know who they’re dealing with and what to expect.
To accomplish the second item, your website needs a lead-capture form or appointment software that makes it easy to book a time online. As a backup plan (in case someone isn’t ready to book right then and there), I like to see an “Ask the Doctor” form, where visitors can ask a question about their oral health and receive an answer via email. Once you’ve answered a prospective patient’s question, you can continue to follow up via email, encouraging the prospective patient to make an appointment. At my company, 76% of the leads we close do so after the first contact. If we didn’t collect their information online and then follow up afterwards, we wouldn’t be in business!
So there you have it—four surefire ways to get more new patients through the door.
Author’s note: Want to boost your new patient numbers with direct mail? Visit postcardmania.com/dentaldesigns to see postcard designs that are currently working for other dentists right now.
References
1. Subramanyan V. Referral marketing: What is it and why does it matter? Business 2 Community website. http://www.business2community.com/marketing/referral-marketing-matter-0944226#MAbq7Ylk0jBAjtir.97. Published July 15, 2014. Accessed August 1, 2017.
2. Kim L. 10 things you need to know about the new Google Maps local search ads. Wordstream website. http://www.wordstream.com/blog/ws/2016/06/01/google-maps-local-search-ads. Published October 24, 2016. Accessed October 1, 2017.
3. Shaw D. Proximity to searcher is new #1 local search ranking factor. Moz website. https://moz.com/blog/proximity-to-searcher-is-new-top-local-search-ranking-factor. Published February 22, 2017. Accessed October 1, 2017.
4. Haskel D. Direct mail response rates are at their highest point in over a decade. IWCO Direct website. https://www.iwco.com/blog/2017/01/20/direct-mail-response-rates-and-2016-dma-report/. Published January 20, 2017. Accessed August 1, 2017.
5. Morris B. 10 print marketing statistics you should know. DMR website. http://expandedramblings.com/index.php/10-print-marketing-statistics-know/. Updated September 9, 2014. Accessed August 1, 2017.
6. Cummings C. Infographic: Consumers know exactly how they want to be marketed to. Adweek website. http://www.adweek.com/brand-marketing/infographic-consumers-know-exactly-how-they-want-be-marketed-167840/. Published November 1, 2015. Accessed August 1, 2017.