I would like you to read the post or watch the video again, but consider it from a different light.  In October I was training on what is RSS.  Today lets talk about how an RSS feed helps the SEO of your Blog.

When subscribers are notified in their RSS reader you just added a blog post and they click on your links to the site to read the post,  it increases your click through rate!

It shows Google you are providing interesting content for your readers.  Written or video content is "King" when engaging the interest of readers on social networking sites.  If readers are subscribed and keep coming back when pinged you justed posted,  Whahlaaaa… more money in the Bank to increase page ranking of your site in the eyes of Google.

The higher the click through rate, the better the chance your blog will make it to page one in your local area if coded correctly.  RSS is just one way to increase the SEO of your Blog. It is also one of the easiest areas to set up and use to promote your site.

As long as you offer content of interest to your subscribers, they will most likely keep coming back.  However, if you are not adding good content, readers will either not sign up after they visit the first time or remove themselves from the feed if disappointed.  Here a Five Tips on what NOT TO DO when creating your blog and blog posts so viewers don't lose interest.

1. Ramble on about what you are doing during your work day.  Readers are looking for orthodontic, dental, or interesting social content viewed from your perspective.  Mix it up! Also, keep in mind that your blog is social.  No more than 20% active marketing of your practice. No one is interested in revisiting an ad.
2. Adding photos without written narrative explaining what is going on and why they should be interested in viewing them.. (the key concept being interesting to others)
3. Unorganized look and feel creating negative emotion.  A visually disorganized blog and navigation, just like your website, causes confusion and loses readers.
4. Using different fonts and font sizes in your posts.  Decide when you start what font and size to use and stick with it throughout for aesthetics.  Its OK to increase the font to emphasize a new idea or introduce a section of content.  However, maintain continuity with the same size font and color when doing so.
5. Different size photos on a page.  Think of your blog as a photo gallery of sorts.  Presentation is everything!  Crop photos the same for a uniform look and insert in a table.  If you have many photos, consider using Flickr or my favorite Smug Mug with a link to your photo gallery.  Photo services make for better presentation anyway.

Your Blog is a representation of you and your practice, just like your website.  With the growth of social networking, it may actually someday become more important than your website.  Who knows what the future will bring. Structure your blog correctly from the start to engage, add RSS, and promote subscription to your blog to patients, their families and friends.

But the truth of the matter is …if you provide a professional service… then YOU are your product.  It isn’t the type of braces you use that achieve the final result; it is your attitudes, skills, and knowledge using different treatment modalities that creates a beautiful healthy smile.  Your ability to sell yourself as a product builds and maintains a successful practice now and for the future. Therefore, your services can be promoted using your blog in much the same way as any other product being sold online.

One of the great things I love about blogs and blogging is the credibility you can build up over a relatively short period of time. You have much more flexibility with a blog than a traditional information website.

1. You do not have to know html code to manage your own blog which eliminates your webmaster
2. You have total access to the back end of your site to easily edit or add new content on a regular basis
3. You can upload photos, audio, and video to your site.  If  you don’t have your own video, you can embed free video from YouTube
4. You can SEO every blog post and page of your site so it is found in your local area on the search engines
5. Plugins or add-ons are available to add flash and cool affects on your site.  You are only limited by your own imagination, time invested, and skill level

Many professionals still believe prospective new patients are not looking online for orthodontic or dental treatment providers.   This belief couldn’t be further from the truth. The monthly reports from the Google Local Business Center are verifiable proof patients are looking for you every day. The question is are you there at the exact time they are looking you… and offering content they are interested in reading or watching on video.

One of my clients Dr. Joseph Porter in Louisiana has allowed me to post one of his monthly reports off the Google Local business center.  If only one new patient per month calls the office to schedule an appointment and starts treatment (very conservative projection) consider how powerful it would be if you had a website and a separate blog to attract and engage new patients to contact your office.  Can you afford not to target this Internet audience?

If you don't have an Internet presence your local area, you might as well be invisible in today's orthodontic market place where the vast majority of consumers go online to research treatment providers whether they are referred to them by their general dentist, friends, or family.  Doesn't matter, they want to check you out first before picking up the phone to schedule an appointment.  This is the way it works today.  The Internet and social networking has changed all rules when it comes to marketing a business today.

The key to an effective blogging strategy is the correct setup of the blog to engage and inform visits which includes SEO, a separate domain name and hosting service from your website, and continually adding new content on a regular basis of interest to visitors so they know you are out there. Blogging is an art and like everything else, in order to do it correctly, training is necessary to learn how to do it yourself or have a basic understanding what is involved to oversee vendors you outsource your services for optimum results and return on investment.

As one of your New Year Resolutions, I want to urge you as a professional, to look into and actually start blogging about your professional services and the benefits and features of undergoing treatment in your practice rather than your competitors.  It could bring in more new patients, make you a published author online, and who knows what opportunities are awaiting once you get the word out on a more personal level to those interested in treatment in your area.  Social networking is the "HOT" marketing medium in today's tech savvy society.

I predict that in the not too distant future, your blog will attract more new patients than your website. Eventually many Blogs will outrank websites on the search engines. Social networking is virgin territory for most professional businesses.  Stake your claim now on Internet real-estate in your local area to gain early positioning in front of your competitors and then maintain it for the long haul.

If it’s the technology and the time required to blog on your own that scares you, let me help clear the fog around blog building for you. 

It works if you work it! Promote your practice and orthodontic expertise through the marketing power of the Internet.

Share your thoughts… do you agree or disagree blogging as a marketing tool is a good option to implement today in to promote your business

Your Internet Orthodontic Marketing Plan has many pieces to the puzzle.   Are you maximizing your email program to increase awareness and promote your practice?

Below are two videos I found that were thought provoking on YouTube related to emailing marketing I would like to share with you. Most of you already have email capabilities integrated with your practice management software through Sesame and Televox on your website. My questions to you is this… Are you maximizing your email  as an Internet marketing tool vs a communication tool to promote your practice?

I find many practices do not have their email set up correctly for practice promotion and most don't use email other than to confirm appointments and send out an occasional newsletter.  It is not because of lack of effort, but lack of Internet marketing knowledge and training to implement ideas.

In 2010, I suggest you kick it up a notch to further promote your business.  However, just like everything else, emailing marketing must be done correctly or your patients will resent the intrusion or opt out of the service.

Two videos I suggest you to watch on email marketing.

Email Marketing by the Book with Joel Book.  He discusses why email marketing works and  a few ideas that are applicable for a professional practice.  The second video discusses what happens if you cross the line, which you don't want to do!

Can The Spam

When creating an effective email marketing campaign its all about the consumer, not you. Send emails your patients would consider content of interest or acknowledging and event on a personal level.

• Appointment reminders
• Birthday or holiday cards
• Latest Contests, winners of contests, and Community Event Announcements – Don't wait for a quarterly newsletter, then its old news
• Emails with embedded video or written content of interest on dentistry, orthodontics, treatment, or specials for both patients and referring dentists.  (Testimonials do not fall into this category)

Internet marketing, like all forms of internal and external marketing used to promote your business, requires a knowledge base to strategize ideas for the best ROI and a skill level to implement.

Don't have the time or expertise to figure out what to do, let me help clear the fog when promoting your practice with Internet marketing.

But, depending on which study’s stats you believe, only 17%-32% of RSS users actually know they’re using RSS!  That means that roughly 50 million regular RSS users would say, “Huh?” if asked “what does RSS mean?”

After reading these stats, I decided it was time to at least educate my readers and… I suggest you educate the readers on your blog also to get them to sign up. It will help improve the SEO on your site.

Check out this video which will give you the “skinny” on RSS anyone can understand …

What does the acronym RSS stand for?

RSS (sometimes called RSS Feeds, XML, Atom Feeds or Channels) stands for “Really Simple Syndication” or “Rich Site Summary”. The easiest way to grab the concept on how RSS works is to consider what happens when you subscribe to either a magazine or newspaper.  If you subscribe to a magazine or newspaper either online or via your local newsagents, you don’t need to physically go and collect your copy each week - they will deliver it to your door.

In the same way when you subscribe to a blog or a website, you’ll receive automatic updates so you don’t have to remember to visit the site or spend time going back to the site to check whether they have published any new content.  This means you can easily stay informed about what is going on online by retrieving the latest content from the sites you are most interested in.

How do you sign up to a website or blog via RSS?

You may recognize the icon below from sites you’ve visited and probably wondered what on earth it was.  This icon indicate that the site owner is offering you the option of receiving their syndicated content in a format that can be read using what is called an RSS reader also known as an aggregator, that displays RSS or syndicated feed content from web sites you are subscribed to.

This is the RSS icon that most people recognize:

If you want to be able to read syndicated content from websites or blogs, you’ll need a RSS reader or aggregator which will allow you to read the syndicated content from the sites that you have subscribed to.

Here are a few Feed Reader icons that you may recognise:

I personally use the Google reader since it’s free and easy to use.  There are also paid services, but I would suggest to start out you check out the Google reader first.  It works great!

Whichever RSS Feed Reader you use, it will automatically notify you when new posts are published on sites you subscribed to.  To read the content of the RSS feed, all you have to do is click the link – which is usually limited to the headline and a brief description of the newly published blog post. It will take you to a new page on the site where you can read the full story. 

Sometimes the website publisher will only publish part of the feed content to force you to visit their site, but I’ve personally noticed that my subscriptions increase when I opt for publishing the full feed.

Understanding what RSS is all about will help you understand why RSS is so important to you if you are an online blogger looking to increase readers and optimize your site. 

Most of the FTC’s new rules for blogging have to do with advertising and disclosure.  You cannot accept freebies or payment in exchange for positive reviews without disclosing it. Belive it or not, some people make a good living doing this. So if you are hiring actors to give video testimonials, your need to be aware of this.  It’s important to point out that these aren’t actual laws.  They are more like interpretations of laws that can have serious consequences if not followed—you could face sanctions or a lawsuit.

I read this  blog post this morning that sums up the announcement nicely, so I will pass this along and give credit where credit is due.  This is the power of social networking.  If I hadn't read this post, I wouldn't be able to pass this news on to you. 

Many of the areas discussed do not apply to your everyday Internet marketing efforts in an orthodontic or dental practice.   However, it is important we know that the government understands some type of regulations is required in this new industry that is growing faster than anyone imagined in their wildest dreams and will continue to do so in the future.  As time goes on, I assume more regulation will be imposed.  It will be our responsibility to keep on eye on these regulations to assure they don't overstep their boundaries.

Food for thought!  How do you feel about government regulation on the Internet?  Leave a comment below to let me know.

When designing a website and Internet marketing program, most professionals have no clue that the search engines, such as Google, Yahoo, and MSN (now Bing) can't read the written words in your website or determine if it is outdated or new. The search engines scan your site using a sophisticated mathematical algorithm. This is where SEO (search engine optimization), keywords, and meta tags come into play. You have to tell the search engines who you are, what you are all about, and where you want to target new patients in your local demographic in order to be found. The search engines dictate the rules of engagement and you must follow them.

Does all this sound like Greek to you? It did to me… until I spent hundreds of hours mastering the subject of Web 2.0 Internet marketing. SEO and keywords relate to the words and phrases prospective new patients type into the search engines to find you. Your website is the hub of your Web 2.0 marketing campaign. The design of your website, blog, and social networking sites relates to their setup and structure so once a new patient finds you with keywords, you can engage and convert them with your marketing message to visit your website or contact your office for a new patient exam. The main focus of your Internet marketing program is to drive new patients to your front door. In order to accomplish this… one hand must wash the other with correct SEO, engaging design, and a powerful marketing message.

So how do you determine if your Internet marketing efforts are being found by consumers in your local demographic? Simple… test it!  This test works for any business targeting customers in a local area.  Feel free to pass it on to your friends in business using their own targeted consumer keywords.

1. Go to Google and in the search box type in patient keywords - orthodontist [your city name and state]. Orthodontist is the #1 keyword new patients use to search for treatment providers.
2. Repeat the same steps again with the keywords braces #2 and Invisalign #3.
3. Does your website, blog posts, Facebook page, e-zine articles etc. show up on page one of Google?  (Pay Per Click Ads and database advertisers like wellness.com, DrOOgle.com and Dexknows.com don't count… we are looking for organic page ranking for your website, blog, and other Internet marketing tactics)
4. Does your practice name and website URL show up correctly on Local Google Maps?
5. Now do the same thing again… but this time, one by one substitute the names of all the surrounding towns in your area where you target new patients.  Does your website, blog, video, Google Maps, etc show up on page one in these towns also?

No matter how great the design of your website and Web 2.0 marketing program, you are missing a wealth of new patient opportunities to build your practice due to limited local visibility on the Internet. This can translate into hundreds of thousands of dollars you may be losing to your competitors online over the years.

Your website and Web 2.0 marketing program is a very powerful marketing tool if set up correctly… start to finish. "You don't know, what you don't know, till you know it!" Find out from an orthodontic Web 2.0 Internet marketing specialist what you don't know…today!

Brand your practice online. Facebook offers you the opportunity to network with your patients and all their friends online in your local demographic. The average age on Facebook is 25 – 44 with the largest growth in the 35 – 44 age group, your number one target market for parents and adult patients.  In May of 2009, Facebook surpassed MySpace as the largest social network in the world.  Since social networking requires due diligence and posting on a regular basis with your current patients, stay in contact with your online friends and offer value to them in a creative way which is not possible without web 2.0 marketing to build personal relationships. 

Short Video Productions - There is nothing more powerful than short videos offering patient testimonials, office tours, practice overviews, and how to videos on treatment procedures to promote your business, if done correctly.   You can create video yourself or source it out to professional videographers. No more than 3-4 minutes is the preferred length of time by consumers. Video marketing is very popular and THE favored form of communication among today’s tech savvy society. Deliver your personal PR message exactly the way you want it delivered to develop relationships in a way that is not possible with other methods. Once produced, it keeps on streaming on the Internet day in and day out 24/7… unlike traditional marketing programs.  There is no better ROI on investment with your marketing dollars or better way to deliver content than video Internet marketing for your orthodontic practice.

Dominate Page One of Google – Social networking communities such as YouTube, My Space, Facebook, Twitter allow you to dominate Google in your local demographic with search engine optimization (SEO). Your website is the hub of your Web 2.0 campaign that drives new patients to your door. Discovering how to take advantage of SEO and the many opportunities available on social networking sites is a golden opportunity that few practices are taking advantage of today.

Google Local Business Center – This marketing tool is offered through Google Maps.  It is another great opportunity to get your practice noticed in your area in conjunction with your website.  Google offers an extensive arena of marketing opportunities for small businesses willing who meet their SEO guidelines on how to be found on the search engines.  You can describe your business, post pictures, upload video, and monitor traffic with this free tool.

Blogging, E-Zines, and E-Press releases are another great way to get the word out about who you are, and what you are all about. Once your copy is written and search engine optimized (SEO) for your local demographic, you submit it online… so it remains “evergreen”.  This means it is always available online, all year round, to patients looking for information on your treatment expertise, community efforts, or fun events.

Web 2.0 can be a highly profitable way to promote your practice and increase new patient referrals and profits. If you haven't tried web 2.0 marketing strategies to build your practice, now is the window of opportunity to explore the possibilities. Some Web 2.0 marketing options are not a good fit for every practice.  Only you as a business owner can make this determination.  In order to do so you need a good foundation on what to base your decisions.

Don’t have the time to explore all your Web 2.0 options?  Dramatically reduce the learning curve by seeking the services of an Internet marketing consultant to help you discover all the possibilities available today.  You don’t know… what you don’t know… till you know it. Make sure you find out what you need to know before you start to be promote your practice online with Web 2.0 orthodontic marketing strategies.

This is a classic example of Don't do what I do… just do what I say!  Here is the post "Why Multi-Tasking Destroys Entrepreneurship" by Alex Mandossian.

Here are some last minute orthodontic marketing holiday gift ideas… 

If they can, parents will always straighten kids teeth…even in a bad economy, and sometimes at the expense of general dental care for the family. 

General dentists are feeling the affect of the downturn in the economy this holiday season. This in turn will affect the number of referrals to your practice.  Do everthing you can this year to set yourself apart from the competition with holiday gift giving. It does make a difference and heres' why…

I was in a dental office 3 weeks before halloween, making recommendations for improving SEO on a General Dental website,  and was amazed by a counter filled with pies, cookie plates, and cider and donuts. They were all deliveries received from numerous specialty practices in the area and thoughtful patients. Many were duplicates.  I was always on the giving end of marketing promotions at halloween… but I was amazed what it all looked liked on the receiving end.  To tell you the truth… not impressed.  Looks like a bake sale.

I asked for feedback from one of the staff who was trying to find room to pour a cup of coffee on the limited counter space.  "Its nice for a change I guess, but it always seems to comes in at the same time and alot of it we take home to our kids.  I don't pay much attention to it anymore.  I am usually watching my diet and only cheat occasionally with something special."

Sometimes, no matter how hard you try, you just can't seem to find the right time or the right gift for referring doctors and staff for holiday gift giving that grabs attention.  Over the years I found some unique items that made lasting impressions.  This year, especially with the poor economy, make a statement with your holiday gifts to referring staff of general dental offices to let them know you care and took time to send something special.  I also recommend you don't deliver early in December when everyone else does.  Aim more towards the end of the month or even into early January when it isn't expected as a New Years Gift.

So if you haven't already found something unique, listed below are some quick and easy gift ideas that received raved reviews from referring offices in past years and one I found new online this year:

1. Italian Ice Cream Truffles - These frozen delicacies received the highest rating from referring offices.  They are pricey but worth the expense. Originally they came in packages of 6 or 12 , but unfortunately this is no longer an option.  Because of their perishable nature, I had them shipped directly to the offices on a Monday when ofices are rarely closed.  They are shipped in dry ice and rock hard when they arrive. They keep well in the box once opened for the day to prevent thawing or you can take them out of the box an hour before eating .  This gift is a definite show stopper in comparison to other gifts delivered by specialists.  I normally never order gifts that were shipped direct to offices because of lack of personal touch, but this gift was an exception and well worth it.  This is also a great gift idea any time of the year for top referring and larger practices.  Any of their dessert selections are outstanding if you want to be totally decadent. 
2. Cookies By Design - Presentation of the highest caliber in fun packaging.  Cookies with your logo or custom design are memorable and will definitely receive a double take from everyone in the office. If you don't want to use your logo… there are many decorated holiday choices to pick from. They look almost too good to eat.  If you don't have a location near you,  they will ship the entire order to your office so you can delivered them yourself. The glaze on the cookie keeps them from spoiling and they are packaged very well.  As far a taste, I rate them a three out of five, but a good trade off considering presentation.  The glaze is very hard which hardens the overall texture of the basic sugar cookie. 
3. Mrs Fields Decorative Holiday Selection - Unique packaging makes a common gift "remarkable".  Their packaging this year is impressive. Cookies, cakes, pies etc can't help but be a common gift.  Even if you offer baked goods from trendy  bakeries.  Dressing it up is your only option to stand out.  If you order by December 1st, use code EBD8 for a 10% discount. Yes, they are more expensive because of packaging, but worth it to make a statement which is what deliveries are all about.
4. Cheryl and Company Gift Towers – Also beautiful presentation for the holidays. Wrapping options makes it appropriate for any office.  Free shipping is available on some items to save money.  They are very helpful with multiple orders.  Call for suggestions and different options.
5. Custom Chocolate Logo Bars - Quality chocolate almost too pretty to eat.  This company online is new to me and what I would consider a great gift any time of the year that won't spoil, although it probably won't last long.  This is a very unique item where I am sure there will be no duplicates. 

Always think PIE for referring offices – Presentation Is Everything… not the edible type.  Don't let this holiday go by with dull and boring marketing gift selections.  No matter what you decide on, make a statement and stand out from the crowd on general dental staff room counters. 

What unique gifts are you using this year?  Feel free to comment below or leave suggestions.  December/January is the time to be setting up your 2009 marketing programs. You and your team set up your yearly marketing programs ahead of time… right?

There are some traditional orthodontic marketing strategies of old which will never die, even in a down economy..

Free promotional items which fill a need or create excitement in the lives of your patients is one of them. Potential patients are more appreciative of the free items received during a new patient exam than colorful printed information and marketing materials. The print materials eventually end up in the trash after consumers have read them, while promotional items are a constant reminder that elicits brand recall over a much longer period of time. For existing patients, promotional items are a constant reminder of your community presence. Step up your marketing promotions during tough economic times to impress new patients and engage your current patients to promote new referrals. Promotional marketing gives patients reasons to talk about you with friends and family, especially when they are out and about and on the go.

An innate natural tendency of humans is to reciprocate acts of generosity. Supplying patients with promotional items they can display in public on a daily or regular basis encourages interaction and word of mouth referrals, especially when branded with your logo, name, and contact information.  Friends and family members are more inclined to contact a treatment provider whose name they have heard or seen before from someone they trust, rather than printed newspaper ads, phone books, or expensive TV promotions.

Consider using promotional items which are easily portable and allows the recipient to market your services while they are one the go. When implementing a promotional program, taking the time to research or consider how branded items expose your name to the public is the difference between an ordinary marketing promotion or remarkable one that builds referrals. There is no additional expense involved on your part, only the time and effort to ensure your choice of promotional items maximizes your company name and logo to its highest potential. Any environmentally safe product is a sure bet.

Listed are seven promotional picks for patients on the go that are easily branded to promote your practice:

1.       A reusable grocery bag is a hot item with eco-friendly adults and students. resusethisbag.com offers 500 grocery bags for $2.18 or $1.55 for 1,000 with one color logo imprinting.      

2.      A coffee mug usually remains home while a travel mug for both hot and cold beverages is taken to work or school and displayed on a desk or counter for all to see.  I recommend discountmugs.com.  The service is great with quick turnaround.    

3.     Water bottles go anywhere and work for all ages. Paper is out, non-toxic plastic is in…   

4.      A t-shirt that prominently displays your name or logo in public affords a much better ROI than a t-shirt with muted colors where your brand is not readily displayed, even if a more trendy style.  Try cheaptees.org

5.      Choosing a functional pen that is ergonomically comfortable and looks good with your printed name and contact information is more likely to remain in a purse or pocket.  It can be easily found and offers contact information quickly rather than looking for a phone book, PDA, or business card.

6.         A travel size umbrella is easily stored in a car, purse, or backpack on a rainy day     

7.        Book covers are always a hit students and mandatory is many areas.  The more colorful and unique the design the better. Purchase designs already created or create your own at Westsky

The use of the promotional products should always be used to improve the customers' perception of the practice and how it treats its patients. Not only will you be seen as generous, thoughtful and kind, but also appreciated for the perceived value of importance you place on your patients.

Presentation today is everything… especially during tough economic times.  Maximize your investment and choose your promotions wisely when dealing with the public and promoting your practice.

I received an email today from a practice using the Creepy Crawler Contest from our Marketing In Minutes Contest Kit.  The contest is a big hit with patients.  As part of the Halloween theme, we discussed adding Halloween candy bags as another great opportunity to get patients and parents talking.  I came across a new source of Halloween bags worth looking into, aplasticbag.com. They offer a huge selection in plastic and paper bags that includes both printed with your logo and non printed.  The collection is much better than sources I have used in previous years. Of course, I recommend you do it right and purchase the printed bags with your name and logo on the front for all to see.  

Print turn around is good. The bags ship in 10 business days after artwork is approved, so don't delay.  If you order ASAP, you can start passing them out during the month of October with a toothbrush as your treat.  Reflective bags are available. Moms really appreciate the safety factor.  They are a little more expensive, but worth the extra buzz. Don't forget to order extra bags for other kids in the family.  Moms will be looking for bags for their other kids.  Offer so they don't have ask, to impress. If storage is available, consider ordering bags for next year also…  take advantage of discount offers.

If you would like to share any of your halloween tips and ideas, please leave a comment.  I will be offering more tips and ideas for the holidays in future blog posts.  Makes sure you name and email address to receive tips and ideas automatically, when you sign up for "Marketing Your Practice Through Different Eyes".

Here's to marketing Smarter, Faster, and with Less Effort.

I can never emphasize enough the importance of "Presentation is Everything".

During the Christmas holidays, every specialist is bombarding referring dentists and their staff with goodies.  It becomes more difficult every year to find something unique that will impress them.  My motto has always been "If you are going to do it, do it right".  And to do it right, include a branded item or two that will make your gift more memorable than your competitors and other specialty practices.  Don't kid yourself that Drs and staff don't compare your gifts to your competition and every other specialty practice ….they do.  I did for over 30 years.  Your gift elicits an emotional response from every member of the referring team.  The question will be… is it worth remembering, will the response be positive, and do they feel appreciated?  Market your practice "through the eyes" of your referring Drs and teams. Think about:

• How would you personally feel if you received the gifts you are delivering during the holidays? 
• Would you feel appreciated or think you were just going through the motions because it's that time of year and a gift is expected?
• Referring office staff members are responsible for a good portion of referrals.  Does it cross their minds that the doctor always get the good stuff… what about us?

I thought it worth mentioning to everyone that Charis Santillie of Smile! – Tools For A Progressive Practice, is offering a holiday special through September 25th on gifts branded with your personalized logo. She offers some unique items for both referring dentists and their staff. I also would like to mention that all my recommendations are unsolicited and I have no association with any of the vendors I have listed here.

Smile! has a large collection of branded gifts to choose from that allows you to assemble your own personalized gift baskets.  With a little imagination and creativity, you will have no problem making your delivery stand out.  Lucky Clover offers some great deals on wholesale baskets, sausages, and cheeses, and other goodies you can add to your branded gifts. Quality Components also offers a large selection of inexpensive baskets and ideas to assemble your gifts.  For some really creative packaging ideas try Creative Gift Packaging.

If you have the time to do it yourself, you can order your own branded wine at Custom Wine Source.  Or you can add your logo to a bottle stopper and include it with your own choice of wine if you are concerned about quality.  Branded coffee is available also to do it yourself.  Just keep in mind the time it takes to order these products, before you even begin to assemble the baskets.  I am a big proponent of outsourcing services whenever you can if you don't have a marketing coordinator to do it for you.  Ordering through Smile! and Charis Santillie saves time and effort when dealing with wholesale distributors.

Whatever you decide upon for your holiday gift giving, make it memorable.  Take advantage of every opportunity to out market your competition. I always took pride in the unique ideas and feedback I would receive from staff at referring offices concerning the unique gifts our marketing team put together every year.  Above are just a few ideas you can mull over.  Make sure you are aware of the size of the referring staff and order accordingly so there is plenty for everyone.  The Christmas holidays is no time to be frugal with your marketing budget.  Watch your budget during other delivery times during the year.  Also, consider delivering in January instead of before the holidays.  It will be unexpected, referring practices will be wondering what happened, and you can steal everyone's thunder after the fact and bask in your own sun for a longer period of time without competition.  Take advantage of the holiday let down.

What are your thoughts on holiday marketing and gift giving?  Leave a comment and offer some of your own creative ideas to build upon.  In the spirit of the holidays, lets all work together.  I will be compiling a list of gift suggestions with vendors in another blog post.  Make sure you watch for this blog post in the next few weeks.

Here's to marketing smarter, faster, and with less effort.

The reason I am mentioning this is due to an ABC news update I watched on the shelf life of tires. Most consumers are unaware in the United States that tires dry out and become unsafe over time. To make matters worse, most tire retailers are aware of this and fail to remove the outdated inventory of new tires as a precautionary measure to protect consumers.  There are no laws making it mandatory. In Europe, the consumer is well educated on this fact and Ford Motor Company has recommended for years that expiration dates be put on tires, but to no avail.

Watch this video to determine how you can check to see how old your tires are and if they are considered safe for you and your family to ride on.  http://abcnews.go.com/Video/playerIndex?id=4826897  This is an important warning.  And if you use recycled brackets… is it really worth it?

“The desire to improve is the starting point of all achievement.”  Napoleon Hill

The other day, a big company sent me an email, asking for feedback about my recent purchase experience.  Even though marketing gurus always recommend gathering customer feedback, I'm rarely asked… except by someone who wants to add me to their never ending email lists. When a legitimate request arrives, I always consider it and most times… respond.

Unfortunately, this particular survey was way too long and it didn't ask me the most important question of all… Would I recommend them?

I wallowed through some 15 pointless questions, dying to quit after each one. "Would you use us again?" the survey finally asked.  I don't know, I thought. Yes or No were the only options.

Let’s see…. The product was good, but the service had a lot to be desired. If I had an alternative, I'd switch. So I answered no. It wasn't the correct answer but when backed into a corner, why say yes? The problem is the answer is not always black or white.

What the survey never asked is whether or not I would recommend the company and what I'd say if I did (or how I would recommend against them). This national company, known for its products, squandered a free opportunity to understand “word of mouth” marketing.

Which leads us to why I am writing this blog post… What questions should a good survey include to gather valuable customer feedback?  A short and easy survey, based on recommendations, will provide all you need to know about your treatment and services and how well you and your team are creating raving fans to build the practice.

There are 3 good reasons to run a survey:
           1. Find out what you are doing right
           2. Find out what you are doing wrong
           3. Find a way to solve the problems and identify ways to improve

Most surveys are configured to deliver a desired result and are not usually open to gathering useful customer information that helps build your practice and create word of mouth referrals. Asking targeted questions is far more valuable if you are attempting to stimulate a passionate response from the person taking the survey. It should probe the known weaknesses of the practice and seek insight into how patients currently view the practice… despite your failings.

The results may be depressing from a marketing standpoint, but from a management perspective… they will be gold.  A pain point that patients are targeting is valuable input if it can be resolved, to increase word of mouth referrals and build your practice.
 
In other words… I prefer customer 'dis-satisfaction' surveys that evokes innovative insights into your patient’s perspective.  A targeted patient survey feeds you valuable information.  It helps turn current negative perceptions into future opportunities. And in the long run… improves the practice… which in turn will ultimately provide patients with more reasons to talk about you to family, friends, and colleges.

DEVELOPING A SURVEY
 
Here is an example of how to construct a customer information survey (step 1, 2, 3, etc):
Question 1 – "Would you recommend us to your friends, family, or colleagues?" The options would be "yes", "no" or "don't know"

Question 2 -"What is the reasons for your previous ranking?" You can provide the customer a selection of pre-determined options or leave a blank boxes for them to write in.  Some examples are:
                       Customer service
                       Fun environment
                       Value of fee for service
                       On time for appointments
                       Knowledgeable team
                       Delivery of treatment

Question 3 – "How would you describe our practice to friends and colleagues?" OR "How would you describe your orthodontic experience to friends and colleagues?" You can again provide the customer a selection of pre-determined options or leave a blank boxes for them to write in.

Question 4 – "How can we improve your orthodontic experience?"  Again, provide the customer a selection of pre-determined options or leave a blank boxes for them to write in.

When developing your personalized survey, follow these 7 guidelines for optimum results

            1. Know your objective in surveying your patients
            2. Determine how long to run and goals to be achieved, before you start the survey
            3. Adhere to the "keep it short and simple (KISS)" principle
            4. Ensure timely and consistent gathering of surveys during every phase of treatment
            5. Read the answers and ACT on them
            6. Repeat it at least twice a year.  Surveys are only valid if taken on a regular basis to weed out                 any weak links in the system and receive patient input on services that aren’t being provided…                   that should be
           7. Close the loop, let patients know what you are doing with the feedback                                   

If you stick to these guidelines when creating your survey, you will gather content rich information that targets your current patient market. When implementing marketing strategies and tactics addressing this valuable information…you and your team can’t help but achieve EXTRAordinary results.

What is your opinion on how a survey should be conducted in an orthodontic practice?  You comments and input would be appreciated….

It didn't take long for me to fully appreciate the power of this mini piece of digital equipment. I initially bought one to save myself time in the office, recording my To Do list as I went through the day.  I was tired of chasing down post-it-notes on patient charts or having to sort through my desk for the notes that fell off my computer monitor.  I was immediately more organized and efficient. I was now able to track all the little things I sometimes forgot when trying to navigate a typical busy patient day.  It quickly became my new best friend.  At the end of the day or when I had a free minute, all I did was listen to the recorder, add each item or idea to my To Do list, and I was off and runinng again.

I soon found myself recording everything, including personal reminders and marketing ideas.  You would be amazed how many "remarkable" marketing ideas you run across in newspapers, magazines, the grocery store or just in everyday travels.  It could be an ad, copy, or some unusual gimmick to attract customers. With a recorder, you can document everything right then and there. You no longer had to worry about "out of sight…out of mind" or scramble to find a pen and paper to write it down. 

Creating "remarkable" marketing strategies that increase "word of mouth" chatter to promote your practice, just became easier. 

My first digitial recorder cost about $100, a little over 3 years ago.  Today, the same recorder is $34.  The technology has improved and cost has dropped, as with everything else digital.  One great feature that is available now, that wasn't then, is the ability to take photos.  If you run across a great idea, all you have to do is:

1. Record your idea or thought
2. Take a picture, if you can, to document detail
3. Transfer to your marketing tickler file for future reference

I found the Olympus W-10 Voice Recorder on Amazon with a digital camera for only $32.00.  It is an older model but received great reviews from buyers. You don't have to shoot perfect photos, just clear enough to document the idea. At this price, you might want to consider ordering one for each member of the team. It will help organize staff, and pay for itself immediately while encouraging the team to contribute marketing ideas of their own. Make a contest out of it to make it more fun and increase creativity.  Remember…

Two minds think better than one…four minds think better than two…

Use a digital recorder for 30 days, the time it takes to acquire a new habit.  I guarantee, once you start using one, you won't stop, especially if you want to make your life less stressful, more organize and increase creativity when marketing your practice.

Here's to marketing smarter, faster and with less team effort.