Dental Practice Success Winter 2017 : Page 1

TM VOL. 3, NO. 4 SURVEY RESULTS Here are readers’ most popular practice resolutions for 2017 Key to visibility Marketing your practice online can be easy, aff ordable and fun By Stacie Crozier T launched his practice 15 months ago after working for fi ve years in a commu-nity health center. Bowen Family Dentistry already has an interactive website and a vibrant Face-book page, but Dr. Bowen would like to build on his online presence with some advertising and outreach to patients who are looking for cosmetic/esthetic dental treatments. “I think it is paramount to have a presence online,” said Dr. Bowen, a 2010 graduate of the University of Mis-souri -Kansas City School of Dentistry. “I know how my wife and I search when-ever we need a new service provider. We go straight to Google and start checking them out online. From what I read in dental publications and conversing with colleagues, I think many people in their 40s and younger will check you out online before they make the call. I think people just want to get to know you. Th ey may be shopping around, too.” Dr. Bowen said his website is designed to be a more formal contact point with patients and potential patients and See VISIBILITY, page 3 G etting more patients in the chair and gaining more recognition in the community are goals for many dental practices in 2017. Nearly half of Dental Practice Success readers surveyed (49.4%) in the DPS New Year’s Practice Resolutions survey said they wanted to increase their patient base with new marketing initiatives, including Dr. Adam Bowen, a private practitioner in Manhattan, Kansas, who he New Year is tradi-tionally a time for new beginnings, fresh starts and resolutions that might be too broad or too vague to defi ne — like lose weight, ex-ercise more, be a better person. Th at is likely why only a small percentage of people are still actively working on or keeping their resolutions by June 1. See SURVEY, page 16 IN THIS ISSUE Occlusion issues ..................4 Practice facts ........................5 Experience map ....................6 MarketBuzz ............................7 Estate planning .....................8 Insights ................................ 11 Separation anxiety ..............12 Transition ............................14 PREPARE FOR PRACTICE OWNERSHIP page 14 I AVOID ESTATE PLANNING MISTAKES page 8 Join us on Facebook American Dental Association Follow us on Twitter @ADANews 8 INSIGHTS FOR PRACTICE LEADERS page 11 Dental Practice Success is a quarterly digital newsletter from the Publishing Division of the American Dental Asso-ciation. Contact adapub@ada.org; 211 E. Chicago Ave., Chicago, IL 60611 Dental Practice Success WINTER 2017

Key to Visibility

Stacie Crozier

Marketing your practice online can be easy, affordable and fun

Getting more patients in the chair and gaining more recognition in the community are goals for many dental practices in 2017.

Nearly half of Dental Practice Success readers surveyed (49.4%) in the DPS New Year’s Practice Resolutions survey said they wanted to increase their patient base with new marketing initiatives, including Dr. Adam Bowen, a private practitioner in Manhattan, Kansas, who launched his practice 15 months ago after working for five years in a community health center.

Bowen Family Dentistry already has an interactive website and a vibrant Facebook page, but Dr. Bowen would like to build on his online presence with some advertising and outreach to patients who are looking for cosmetic/esthetic dental treatments.

“I think it is paramount to have a presence online,” said Dr. Bowen, a 2010 graduate of the University of Missouri - Kansas City School of Dentistry. “I know how my wife and I search whenever we need a new service provider. We go straight to Google and start checking them out online. From what I read in dental publications and conversing with colleagues, I think many people in their 40s and younger will check you out online before they make the call. I think people just want to get to know you. They may be shopping around, too.”

Dr. Bowen said his website is designed to be a more formal contact point with patients and potential patients and details the kinds of treatment he offers, what insurance plans he participates in and other practical information. He worked with his website developer to help guide search engines to his site. He also uses Facebook to showcase his personality and his office’s atmosphere as well as to have a presence in his community.

“Social media is where I choose to let patients get to know us better and have a little more fun,” Dr. Bowen said. “Sometimes it takes multiple ‘touches’ with you or your presence before a person will make an appointment. Social media is just another way to let them know we are here and ready for them. Social media advertising is also inexpensive compared to a newspaper or radio ad, which can be ignored. When that ad shows up in your Facebook feed it at least gets seen. I just have to develop an ad that’s worth clicking on.”

“Marketing is the key to visibility,” said Rita Zamora, a social media marketing specialist in Boulder, Colorado, with more than 20 years of experience in working with dental professionals. “In the past, dentists only needed Yellow Pages ads or postcard campaigns (traditional marketing) when they wanted new patients. Today, dentists of all ages and career stages need a robust online presence in order to be found. Social media, online review and listing sites have replaced phone books and many traditional tools.

Without a healthy online presence, practices lack basic visibility and this in turn affects viability. Marketing is no longer used just to attract new patients. It has also become an essential visibility and communication tool for patients to find and contact your practice.”

Ms. Zamora offers three easy, effective and affordable marketing ideas for dental practices:

• The fortune’s in your follow up. I was always amazed how many times I heard patients say, “I was just waiting for you to follow up with me to schedule my treatment appointment.” Use your patient’s preferred method of communication (text, email or phone call) to follow up and fill your schedule. (Learn more about rules governing calls or texts to patients at the ADA Center for Professional Success website.)

• Online reviews attract new patients. Of all the marketing strategies available, online reviews are among the most powerful. They not only help attract new patients, they also speak volumes for your practice credibility. There are a variety of options to successfully grow reviews, which may involve your team inviting reviews or automated technology to survey patients for you.

• Grow more of the dentistry you love. Many practices actively use social media, yet few actively promote the type of dentistry they want to do more of. In addition to showing your human side on social media, be sure to include content about the type of dentistry you enjoy and want to do more of. Whether you’d like to see more dental implant or Invisalign patients, if you aren’t actively sharing that with your network, you are missing valuable marketing opportunities.

Dr. Bowen has set some specific goals for increasing his online marketing efforts this year and plans to reach out to patients interested in cosmetic/esthetic services. He will work with his website developer to discuss online advertising, nail down a budget and how to fine tune his website’s functionality.

“For 2017, I want to utilize online marketing to increase esthetic/cosmetic cases,” said Dr. Bowen. “I have a target patient in mind and I want to design ways to direct that patient to our website. I still have a lot to learn in this regard but I think I have a solid foundation and we will proceed from there. I chose to focus on building up my cosmetic/esthetic practice because I am already equipped and trained to do it and I enjoy it.”

Rita Zamora is an international speaker and consultant on social media marketing and online reputation. She and her team specialize in training and support for dental professionals across the U.S. and internationally. For more information, visit www.RitaZamora.com.

Stacie Crozier is editorial director for digital content for ADA Publishing. She can be reached at croziers@ada.org.

Read the full article at http://mydigimag.rrd.com/article/Key+to+Visibility/2689247/377513/article.html.

Survey Results

Here are readers’ most popular practice resolutions for 2017

The New Year is traditionally a time for new beginnings, fresh starts and resolutions that might be too broad or too vague to define — like lose weight, exercise more, be a better person. That is likely why only a small percentage of people are still actively working on or keeping their resolutions by June 1.

Business experts say that successful entrepreneurs have a greater chance of meeting a goal when it is clear, compelling, has a defined result and inspires the team to work together to meet the challenge.

A couple of months ago, more than 80% of readers who participated in a Dental Practice Success survey said they were considering making New Year’s practice resolutions for 2017. Some of the most popular goals included invigorating their clinical skills with continuing education (52.9%), increasing their patient base with new marketing initiatives (49.4%), investing in new equipment (37.9%) and focusing on work/life balance (33.3%). A quarter of them (25.3%) plan to buy or build a new practice this year. And 23% will reduce student loan and practice debt.

More than a fifth of participants (22.5%) are new dentists in practice for 10 years or less. More than a quarter (26.2%) have practiced from 10-25 years and over half (51.2%) have practiced for more than 25 years.

Many respondents are in the midst of practice transitions, like buying or building their first practice, adding associates to their practice, and transitioning into part-time dentistry or retirement. Most are considering a wide variety of strategies to make their practice more profitable, such as learning new skills and offering new services, reducing student or practice debt, increasing their patient base, focusing on team development and increasing referrals.

Many also emphasized that their personal well-being is just as important as their practice health, and want to focus on having more balance, better health, less stress, more family time and take care of themselves first so they can serve their patients better.

Watch for more information on the Dental Practice Success survey in future issues.

Read the full article at http://mydigimag.rrd.com/article/Survey+Results/2689519/377513/article.html.

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