Relational and Reputational Marketing

Yesterday, a new patient came to me in the practice from over two hours away.  Typically, we see patients from outside the 100 mile radius about 3 times a month.  Can you even estimate how many other dental practices she drove past to come see us?  Two weeks ago, she had seen a dentist in her area who diagnosed some periodontal problems.  She knows that she wants her smile to look better.

We did the regular 3 minute “get acquainted dance”, and then, using my skills to have the patient answer the following question in the affirmative:

“Are you comfortable enough with me that you want me to become your dentist?”
I told her that I understood that she needed to develop a relationship based on trust, before I talked to her any further about her cosmetic issues.  How did I know this (hint: all patients need this)?

How did she find me?  Via the web, of course.  We are a small practice in a town of around 6,000 and I average 20 new patients a month from the web.

The point of this dialogue is show the importance of reputational marketing.  You never know what’s going to hook someone.  Testimonials on your website, reviews on sites that review practices, having your website come up on the front page of relevant searches all contribute to the reputational aspect of your practice.  Using the right dialogue and understanding the patient’s needs and wants, having a compassionate team that is proud to work in your office all contribute to the relational aspect.

Before I lose you, be sure to read the bottom of this letter if this gets tedious or boring to you, because I can show you how you can start drawing on your reputation and your practice’s ability to build and sustain relationships.

The reason I relate this story is because the aspect of building one’s practice through the context of building your online reputation, and showing more than just your building, your team, and your results contributes to enhance the perception that you are someone who can be trusted, and the person seeking out a compassionate dentist will sometimes travel great distances to find you.

Just think how more impressive this search would have been if I had been around the corner, or in the next town.  “Wow, that’s just what I’ve been looking for, and he’s right down the street.”  I had that happen this week too.  A local superintendent of schools who’s been in the practice for a short time, who found me on the web asked me how long I’d been practicing in the area.  When I told her 35 years, she was astounded, because she’d never heard of me, and her back yard backs up to my parking lot in my small village of 6,000 people? 

The point of the matter is this:

I have put together a handbook to help you move your practice’s website closer to the top of searches.  More and more people today want to read reviews of practices before they make their decisions.  Order today!

Here is what Howie Horrocks, President of New Patients Inc. had to say:

Steve,
Now that I’ve had a chance to take a closer look at this latest project I can say this:

Dr. Markus has compiled a hugely impressive amount of useful data for the dentist who wants to promote his/her practice to their local community.

You cover all the bases including the seemingly complicated social media marketing venues. Your information makes it easy even for the uninitiated to get started and succeed.
I think what impressed me the most was that he is not just "talking the talk" – he’s walked it!

The fact that he’s implemented all of this material into his own practice, and it's working for him, gives it a credibility that you don't often find in "advice for sale" type books/lectures, etc.

This manual is perfect for the practices who want to expand their web presence and its effectiveness.

Dentists have to have a well constructed site, be able to draw visitors and, most importantly, get them to pick up the phone. And then of course hanging onto the patient and keeping them in the fold is an art and science unto itself.

This manual has effectively broken all this down and made it do - able.

I would highly recommend this valuable resource to any dental practice.

Howie
Very well done!

There is no question, this is a project, an evolution.  I have established a Google Group to take care of ideas and questions about how to implement these strategies in your practice.  I have surveyed many of the practices that have bought the manual, and have found one thing in common.  Their website simply is not getting hits.  I understand the journey.  I taught myself HTML and wrote my first few websites myself back in 1995.  Today, if I Google the word dentist from my computer, I show up on the first page of almost 35 MILLION results.

I cannot promise you anything close to that amazing stat, because I have had a web presence for so long.  What I can promise you is you should begin to notice an increased number of new patients coming to you through the web. Get yourself ready for 2010 and beyond.  Don’t let others in your community move ahead of you in searches.  Get more new patients via the web.

Order today!