Are you ready for your holiday marketing deliveries to referring practices?  If not… here's a few last minute ideas that will make you look like you planned for months

Sometimes, no matter how hard you try, you just can't seem to find the time or the right gift for referring doctors and staff for holiday gift giving.  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.

Listed below are gifts that received raved reviews from referring offices in previous years:

1. Italian Ice Cream Truffles - Believe it or not, these frozen delicacies received the highest rating from referring offices.  They used to come in packages of 6, 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 to prevent thawing.  This gift is a definite show stopper in comparison to other gifts delivered by specialists.  I normally never ordered gifts that were shipped direct, but this gift was an exception and well worth it.  This is 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 - These cookies are all about presentation.  Cookies with your logo or custom design are memorable or 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. 
3. Mrs Fields Decorative Holiday Selection - Unique packaging makes a common gift remarkable.  If you order by December 1st, use code EBD8 for a 10% discount. 
4. Cheryl and Company Gift Towers - Beautiful presentation for the holidays. Generic wrapping 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 is also a great gift any time of the year.

Presentation is everything…  Don't let this holiday go by with dull and boring gift selections.  No matter what you decide on, make a statement and stand out from the crowd of holiday gift givers. 

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.

A Web 2.0 marketing strategy will increase new patients referrals along with a synergistic Internal, External, and Internet marketing plan…

In today's tough economic climate, the first place patients go to research orthodontic and dental treatment providers is online. Tech savvy generations don't look in the phone book anymore for contact information, they ask their dentist for referrals, depend upon recommendations from friends and family when considering choices, and then go to the Internet to research treatment providers for themselves… or… they just go to the Internet.

Gone are the good old days of patients blindly following their dentist's recommendations of treatment providers. Now, friends and family play an integral part in the selection process also, along with online research to provide verifiable proof of treatment expertise. In order to order to engage the attention of your current patient market, you must be an online player with a website and easily found by perspective patients on the Internet.

If you don't have a website today, in the eyes of a tech savvy patient, you might as well be invisible. You are also missing out on a great opportunity to promote yourself as the orthodontic expert in your demographic.  Worse yet… you are giving away perspective patients to your marketing savvy competitors that do. If you already have a website, it is in your best interest to understand page ranking and SEO.  It takes more than just uploading a website to the Internet to attract perspective patients to your site, especially if your are joining now, which is considered late in the game.  You have some catching up to do in order to be found. 

Staying current with the latest online trends in SEO (search engine optimization) and social networking, web design, and keyword content are critical to the success of any online marketing strategy and website. Understanding how your current target market thinks, communicates with one another, and responds to marketing trends is the key to a strategic online marketing presence.

The 3 Top reasons why a practice fails to attract patients online are:

• Don't understand the need to market online as a marketing strategy
• Failure to routinely maintain and update their website to meet current online communication trends
• Poor website ranking on the search engines due to an unclear understanding of how online marketing works as a powerful marketing strategy to build your business

The good news for you as a business owner is that with the advent of web 2.0 ( the latest trend in the use of Internet technology and web design that encourages creativity, information sharing, and, most notably, linking among users)once your online marketing strategy set up properly…it creates a viral marketing affect that increases your search engine page ranking and ultimately… new patient referrals.  Web 2.0 has led to the development and evolution of web-based communities and hosted services, such as My Space, You Tube, Facebook, blogs, and folksonomies (the practice of categorizing content through keyword tags for ease of searching data online).  Although web 2.0 suggests a new version of the World Wide Web, it has nothing to do with hardware and technical specifications. Web 2.0 changes the way software developers and end-users, such as your practice website, use the internet to build your business.

Smart Internet marketers understand and focus more on just SEO (search engine optimization) as the primary means of attracting visitors to your website. Now, by combining SEO with social media and Web 2.0 marketing techniques, you can improve search engine rankings and attract a higher number of motivated patients willing to contact your practice for a new patient exam. The added benefit of combining these different online marketing techniques is they encourage patients to visit your site again and again, which in turn builds trust, encourages word of mouth marketing, and increases new patient referrals from friends, family, and referring professionals.

This is the main reason why Web 2.0 and social networking have become so mainstream in the online business world…

People are choosing practices who care enough not only to give them good quality treatment but information and services that make the orthodontic experience easier and more memorable. An information website, by itself, is no longer effective "in the eyes" of a web savvy buyer. WIIFM, or What's In It for Me,is even more important today than ever before, with the poor economic climate and increased competition in the orthodontic field from pedodontists and general dentists looking for a bigger piece of your orthodontic pie. 

Online, anyone can claim they are the orthodontic expert and premier treatment provider in the area, no matter what their background. Your online marketing strategy not only needs to claim you are the orthodontic expert in the area, but prove it!

By far, the most effective way of doing this, is giving your visitors content rich information they can use, in a format they are comfortable using, and provide "verifiable proof of treatment expertise" with actual before and after photo results and testimonials from satisfied patients.  In today's online world of business, the simple truth is that if you want to be "found" by your target market, you need to engage and entertain them with the type of information "they" are looking for. If they are engaged and entertained, click through rates will increase… and improve SEO and page ranking.

Videos on You Tube and your website, blogs, My Space page, Facebook, online articles,  and other Web 2.0 techniques are excellent ways of increasing the "findability" of your website or blog. The process requires relatively little technical know how to maintain, compared to traditional search engine optimization strategies of old that required a webmaster to run. Not only will you market the credibility you need 24/7, you will attract quality targeted traffic and patients from a much larger demographic.  Ultimately, this increases referrals, not to mention a much greater ROI (return on investment).  This was never possible with traditional marketing strategies of old that were expensive, produced limited exposure to your demographic, and once completed… it was back to the drawing board to start all over again.

How Can You Grow Your Business Today?

Ask yourself the following questions:

• Do I want to take full marketing responsibility for my practice and discover how web 2.0, social networking and the correct use of verifiable proof of treatment expertise, incorporated into my current marketing plan, will build my practice and take it to the next level?
• Do I want to be known as the orthodontic expert in my area and attract more patient referrals as a result of my reputation
• Do I want to know more about SEO, social marketing online, and how it can benefit my business and improve my website page ranking?
• Do I want to know how to create a dynamic website that will attract attention, help me interact with my patients, build trust with our practice brand, develope a USP (unique selling position), and develop credibility as a premier treatment provider.

If your answer is yes… a Web 2.0 marketing strategy is the answer. No matter what the size of your practice, large or small, the Internet levels the playing field when marketing online.  Strategic online marketing is in its infancy and the Window of Opportunity to lead the way and leave your mark on the Internet is NOW. Don't allow your online marketing strategies to be ME TOO or ordinary so your website becomes invisible and not easily found by perspective patients.  

Blow the competition away with web 2.0 online tactics to build your practice or any profession for the future…

I was watching the news this morning and a banner popped up across the bottom of my TV announcing that Paul Newman was dead.  That was all it said.  Since he and Robert Redford have always been two of my favorite actors…I wanted more info.  None was forthcoming on the TV which was very frustrating.  How could they say he was dead and not say when, why or how?

So what did I do?  Went to the Internet, typed in "Paul Newman dead" and within 5 seconds, an entire page of links showed up on Google to access what happened.  In less than one minute I discovered he died at 83 from cancer and was able to access 100's of glowing articles on his career, philanthropic efforts, car racing etc. 

My point…In today's society, when a consumer is informed they need dental or medical treatment…what do they do?  Depending upon the curiosity of the patient, they either head for the Internet at the first opportunity, like I did, or they head for the Internet to research practitioners at their convenience.  Either way, today's consumer heads for the Internet, either to research recommendations from professionals, friends, and family or just to see who is in the area and what they have to offer in the way of content and information.   Practices that don't have a website… only encourage the consumer to surf further.  Clicking a link that tells you where your office is located and what number to call does not give the perspective patient a feeling of trust or an opportunity to get to know you… rather than your competitor.

Back to the original question… Is your website easily found in less than 10 seconds to impress and provide information?  If you don't know… it's time you found out. 

Here are a 5 steps to follow when researching your website page ranking on the search engines:

1. Go to the top 3 major search engines Google, Yahoo, and MSN and type in your profession + city and state.  EX: orthodontist + New York NY.  Where is your website located on the 1st page of each search engine? 
2. Is it displayed on Google, Yahoo, and MSN Maps in your area with correct directions? 
3. Is your practice information correct on all three search engines? This includes your website address, office locations, phone number etc.
4. Has anyone left reviews of your practice on any of the three search engines… and if so, are they positive or negative?
5. Where does your practice show up in the online yellow page and local listings in comparison to the competition? 

This is going to take a few minutes.  Write down the name of each search engine and list each category… 1-5 to avoid confusion.  If you are OK…check it off.  If not, write down what problem occurred and bookmark the page to easily access in the future for followup.  Rarely do I find a practice that everything is OK… in every area.  The other day, I found one practice on google with the wrong website address in the maps area.  Their link connected to the local fire department and the practice had no idea there web address was listed incorrectly.

What to do if you find problems with your listings:

If your practice is not showing up on a search engine or content needs to be corrected or added…  go to Google Business Center, Yahoo Listings, MSN Business Listings and correct the situation.

Reviews are a whole different story.  We all love rave reviews, but if a disgruntled patient posts a negative comment you need to take proactive action.  On page 49 of my eguide "Marketing Your Practice Through Different Eyes"…I discuss this problem in detail, with examples on the Internet.  For a quick over view… ask satisfied patients to post positive reviews in the listing where the bad comment is written to counteract the negative.  Once a comment is posted… it is "evergreen" or online forever.  Only the person writing the review can remove it.

Positive reviews will average out the negative rating over a period of time.  Make sure you space the comments so it doesn't look like you are "stuffing" your listing.  Patients aren't idiots.  After you list the first positive comment, I suggest spacing out new ones at least every 3 months or so.  If you have no comments at all, I suggest you ask satisfied patients to start making comments. The more the better. When a consumer is researching online, sees a listing with many reviews… it is out of the ordinary.  Out of curiosity, it encourages perspective patients to link to your site and read the reviews.  Smart marketing…

Printed yellow pages are dead - Don't waste your marketing dollars…

Today's tech savvy consumer does not take the time to look up a listing in a phone book.  They go online to search quickly or call information.  Especially Gen Y and Global Tweens whose main form of communication is the Internet or cell phone.  They expect instant gratification.  Baby boomers still have a tendency to reach for a phone book.  However… even boomers are catching on to the advantages of online yellow pages and city listings for information as a quicker alternative.  

If you are not signed up for your local listings, go to the bottom of the search engine page you are on and look for information on how to sign up.  If you can't find information… go to google and type in " how to sign up for (name listing) in your city, state. Many listings are free.  If you want to be at the top of the heap however, Internet paid listings are becoming more popular. It is an easy advertising alternative in comparison to traditional methods of old and reaches a much larger demographic, 24/7… and without the big price tag.  You can add photos, video, and create and control your own written marketing content whenever you want. 

Your local demographics and how tech savvy the competition will determine what SEO tactics are necessary to achieve successful page ranking. Obviously, practices in metropolitan areas will need to consider different online strategies than small town areas.  Your synergistic internal, external, and Internet marketing strategies is key to a successful up to date marketing plan. 

Burying your head in the sand during tough economic times, when it comes to online marketing, allows tech savvy online marketers to surge ahead in the blink of an eye.  Go in and check out the competition on a regular basis.  You never know when one of your competitors is going to hire someone like me… a Web 2.0 SEO marketing specialist to dominate your area.  Orthodontists, general dentists, and pedodontists are all competing for many of the same patients today.  Stake your claim in Internet marketing now to blow away the competition during tough economic times.

Your Website with Video Is A Key Component in Orthodontic Marketing Online… 

More and more orthodontic, dental, and professional practices are implementing the latest in online marketing strategies to increase new patient referrals.  Using video as a marketing tool not only grabs the attention of viewers when they click on your website, it increases the SEO (search engine optimization), if set up correctly, to improve page ranking on the search engines.  Unfortunately, I've noticed many videos on You Tube, Google Video, My Space, and Facebook are not set up properly with SEO to attract new patients.  This is something that every Internet marketing beginner and advanced marketer should know how to do, especially after spending thousands of dollars on a professional video production as part of a marketing strategy.

Take a look at 10 basic SEO tips you can implement to optimize your videos and ensure they are picked up by the search engines. It will also increase viewers from social networking sites that use the search tool to find content they want to research.

1. Brand Your Channel Name.
Use your main keywords in your channel’s name; ex: John Smith DDS, your brand name, or City-State orthodontist. Tests report implementing this little optimization trick can improve your SEO ranking. Eventually, you brand name will become popular enough online that users will use your channel name to search for your videos.

TIP:When you setup your channel on sites like You Tube, My Space and Facebook, your user name is your channel name… so brand it with the same name on all sites right from the start.  Some sites, like My Space, won’t allow you to change your username once it is setup.  Make sure it is set up correctly the first time around. 

2. Choosing A Category
Make sure you choose the correct category for your videos. Remember, you want highly targeted viewers interested in the services you have to offer, patients who will contact your practice to schedule a new patient exam. Find the general category that relates to your area of expertise, as close as you can.  Many categories do not cover your specific areas of expertise, so do your best. This not only gives you better page ranking for your videos, but also increases new patient referrals with SEO, over time.

3. Title or Headline Copy Must Create Interest
Your video title or headline requires two components to ensure better positioning on the search engines and on any site's search tool: The first is keywords or key phrases that are relevant to the content of your video. The second is action verbs.  Discuss a problem, solution, or general information people in your target area are online to research.  This would include general information available to the entire community, community service, and special events.

4. Optimize Your Description
The same keyword rules apply to video marketing and video search engine optimization as your website… Only use keywords that actually pertain to the subject matter in your video description.  Take the time to script your video properly to improve SEO.

1. Always list your website URL; http://www.yourwebsitename.com and/or phone number first.
2. Then continue using your main keyword at the beginning of your video description and use a variation of your main keyword at least 2 times on the rest of the body description.
3. Make sure the copy makes sense and offers a good overview of the content in your video.
   When applicable, point out what viewers are going to learn or experience and the benefits and features of treatment being offered.
4. If the video is a testimonial of treatment expertise or office event,  make note of it.

5. Tags
One of the main features of Web 2.0 is "Tags". It is a content management tool that helps computers, web users, and search engines find and categorize online content. This is one of the most important areas of your on-site video SEO efforts. Use them on every video you submit to any type of online video sharing site. Your ticket to success online is your use of main keywords, secondary keywords, and any keyword that relates to your content.

TIP: First use the keywords that you use on your title, and description, then use other keywords related to the content. Also use your brand name as a tag.  For example: If your content is about orthodontic treatment, you main keyword is your brand name. Your secondary keywords are orthodontics, braces, orthodontist, plus each keyword listed again with your city, State. Viewers from all over the world help improve your page ranking so you want to include generic and demographically targeted tags alike. 

6. Tagging All The Way
This is a simple but very useful on-site SEO tip that you need to use to maximize your video. Use as many tags as you can. Make sure you use the maximum number of characters that the site let you use. Here is why: Every tag you add to your video automatically creates a web page for that tag. Each page has a link back to your video page. This allows you to optimize the site structure to back link from relevant web pages on other sites.

Some sites limit the number of characters you are allowed to use when creating tags.  In this instance, make sure to include your strongest keywords and the city, state for each first to optimize new patient referrals. Use secondary keywords to fill in remaining character space allotted.

7. Become A Social Butterfly
With web 2.0 and social media today, you need to be an active user of online communities by visiting other channels, commenting on videos, and not only on those related to your niche, but on any video that you watch. Every time you post a comment on someone else’s video page, your channel name becomes a link back to your profile which is linking to your videos. This makes you an on-site active link, expanding the reach of your online video pages. Remember… the more back links the higher your page ranking, and the better your search engine position.

Marketing team members who have access to the business online sites can help with the linking and commenting process to increase visibility.

8. Grab Attention With Your Videos
Post your videos on your website, in your blog, and complement them with some text to encourage visitors to watch your videos.  The goal is to attract your viewer’s attention, encourage them to research further on your site, and ultimately contact your practice to schedule a new patient exam.  Video testimonials, video office tours, and practice overviews with a call to action asking patients to contact your office for an appointment significantly increase new patient referrals.

9. Create A Circular Viral Video Effect
Every time you post a video on your site, whenever possible, link it through You Tube instead of hosting it on your website server and then again uploading separately to video sites. Every time a visitor clicks on your video on your website, blog, My Space, Facebook, etc. it increases the total views on your You Tube video, if linked properly.  This in turn increases your video page ranking and SEO for that video. When new patients search in your area for treatment providers, your video will have a high page ranking on the search engines and drive traffic to your website.  You will need to incorporate the assistance of your webmaster when adding video to your website.  On a blog or social networking sites, it is very easy to upload video yourself.

I understand the quality of the video on your website is affected by uploading and viewing through You Tube.  However, the goal of your video is to “Grab Attention”.  The ability for patients to find your video, website, blog, My Space page, etc. immediately with high page ranking… supersedes the loss of video quality that may occur through You Tube, especially with testimonials and office events.

10. Take Advantage of All Your Social Options
If you have the time, besides My Space and Facebook, to increase viewers, upload your video to other social and video networking sites. The more social network sites you use, the more one way back links you receive to increase your page ranking. Here is a current list of your top 100 online networking sites.

Always remember to provide good content in each video. Include useful tips whenever possible, and always add some fun…  Nothing happens overnight.  Be patient… let your videos work for your 24/7,  behind the scenes to increase referrals.  Sooner…rather than later, new patient referrals will begin to increase with a strategically optimized video marketing program.

The Internet is ever changing.  Don't be washed away by the learning curve. 

Take a few minutes to watch the video below that offers a simple and easy to understand explanation of the Internet network infrastructure and how your practice website is found in the search engines. A more efficient way to cope with the growing demand for information and the delivery of content online was needed to handle the rapid and exploding growth of the Internet. Web 2.0 Social Networking and SEO has evolved to organize the work load and more efficiently deliver content. It affords your online marketing plan greater visibility through page ranking.  A static information website is no longer leading edge and can easily be lost in cyberspace if not optimize correctly.. Adding the latest in Web 2.0 marketing will set the stage for Semantics coming in the future. If you still don't think you need a website… well, I'm not going to waste my time… or yours… discussing that topic.

With web semantics, the future in Internet marketing, there will be another learning curve to understand, master, and implement.  Click on video to watch more…

The speed of evolution on the Internet is mind boggling.

I have spent almost two years researching Internet marketing and SEO. I sometimes find it difficult to keep up with the changes. It continually drives me in different directions analyzing the best way to deliver marketing content for professional practices that require different mindset than most small businesses. The good news… the new infrastructure with semantics will make it even easier to get the word out. Currently, web 2.0 reduces the marketing dollars necessary to effectively market your practice, increases your exposure to a larger patient demographic, and allows you to create an emotional reaction with your viewers online that is not possible with traditional marketing methods. With web semantics, I can only conclude it will continue in that direction and then some.

Updating your online marketing program is good thing, especially for those who don't feel it is necessary to stay on top of your website and continue to make it a low marketing priority.  Semantics is where the Internet is headed in the future. Discovering how to market your practice now with social networking, SEO, audio, and video will set the foundation for future changes. Practices who fail to venture outside their marketing comfort zone or continue to procrastinate implementing an online SEO marketing plan will find the learning curve more difficult to understand and overcome when the next wave hits.

Your marketing plan is the life blood of your practice.  

You no longer are dealing with only an internal and external marketing program.  Today an effective marketing plan includes internal, external, and online marketing strategies that meld together as one… to be competitive. Failing to understand the basics when considering a Web 2.0 marketing program is like failing to research and understand the latest in treatment options in your field of expertise… before updating your treatment modalities. Decide for yourself what is in your best professional marketing interest. Then take that knowledge and intelligently direct and oversee your online marketing vendors with the best course of action needed to "out market" the competition in your demographic.

A savvy marketers are always on top of the latest online marketing strategies. Internet marketing is leveling the playing field for professional practices, no matter what the size or reputation. Understanding the importance of the semantic web and how it will attract new patient referrals in the future puts you ahead of the learning curve when implementing new online tactics. Everyone will win with the semantic web. It just means learning the rules, sticking to them, and being the first to ride the new wave before everyone else.

My job is to keep you informed on what is currently available online and deliver information in a format that is easy to access, understand, and follow.  I am in the process of creating an online training program, specifically created for Drs and their teams.  It will walk you through the Rules of Social Networking and SEO along with easy solutions on how to get started and maintain the program. It will be ready for release by the end of the year, if not sooner.  And from there….who knows?  For me it's very exciting and another window of opportunity.

Heres to marketing smarter, faster and with less effort…

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.

Knowing how to correctly combine online and offline marketing strategies to effectively market your practice to the current tech savvy generations, requires a synergy of marketing modalities. Capturing the attention of the most entrepreneurial, overstressed and skeptical generations to date, requires a new way of thinking on the part of professionals practices.

GenX, GenY, and Global Tweens are flocking to Web 2.0 locations where they:
 
   *  Blog and leave comments; voice their opinions good and bad
   *  Listen to audios and watch videos on specific content of interest to them 
   *  Research on business/special interest web sites to gain information
   *  Are entertained
   *  Communicate with each other in social communities such as My Space, Facebook etc.
 

 
There isn’t a subject or idea that doesn’t have an online community where people share information, ideas, news and thoughts. The goal of web 2.0 marketing is to embrace this type of information gathering and proactively join in to increase patient awareness of your practice and services.
  
Your Digital Fingerprint

Internet marketing is “evergreen”, leaving a digital fingerprint of who you are and what your practice is all about.  Taking marketing responsibility of your business with the latest in Web 2.0 marketing tactics, is the preferred communication tool of tech savvy generations when gathering information.  Failing to understand this new phenomenon may prove disastrous for those unwilling to update their marketing strategies.
 
Once on the web, your message is broadcast to the world.  Attracting and maintaining attention once visitors click on your site is what Web 2.0 is all about. Companies of all shapes, sizes, product/service categories will drop an estimated $1.4 billion on social media advertising this year alone. By 2012 the investment should double. Online marketing is the most direct means of reaching patients interested in your treatment services.  Old traditional marketing methods no longer cut it.  Melding successful marketing tactics that include word of mouth marketing with online digital technology is a winning combination.  It is also the most direct and cost-effective means of educating potential patients.
 
The challenge for marketers is understanding what social media is, how it works/interacts, which avenue(s) do you use, how do you measure social media results…and what are the obstacles.

Social media:

• is all about people and building relationships, sharing opinions, insights, experiences and perspectives with others
• can generate effective viral word of mouth for your treatment services
• is an arena dominated by early adopters (revolutionaries) willing to lead the way for others through the new Internet frontier
• will become increasingly significant in influencing how other practices follow the "Internet Cowboys" who lead online marketing tactics in orthodontics
• provides a unique opportunity to connect with referring professionals and patients to gain feedback and provide content rich information.

The demand, the interest, and the need for social networking is growing in leaps and bounds.  The Internet is no longer the future of marketing… it is NOW.  However, the window of opportunity to take advantage of positioning is limited.  Savvy online marketers implementing successful marketing strategies to stake their claim in online marketing real-estate today, will be tough to unseat with the current rules of online social networking, tomorrow.  It is forecast that Internet traffic will quadruple by 2010. The ability to understand and engage your target market with the rules of online marketing is critical to the future growth of your practice.

You Ain’t Seen Nothing Yet - If you think email is overpowering you, it is inconsequential compared to the volume of content that is being streamed, pushed and pulled across the Internet.

Business As Usual Has Changed

The dynamics of business as usual have changed dramatically – internally and externally. Practices no longer have control over what is being said online. It is an open forum for consumers on Google maps, online yellow pages, and other information and social network sites.  Once added, only the author can delete their personal comment, both good and bad.  Positive comments are always an asset.  However, disgruntled patients now have a new venue to blow of steam, justified or not, that can deter future referrals and adversely affect your practice. Monitoring online comments, good customer service and positive treatment experiences are more important than ever before.

Perspective patients move in/out of professional websites day in and day out when researching treatment providers.  Without a website, you are off the radar with today’s tech savvy generations.  You may as well be invisible. Social networking and Web 2.0 is forcing business to rethink and update their marketing information methods.

The proponents of online marketing claim unbridled marketing success.  However, it is difficult to precisely pinpoint the value and ROI in traditional metrics. It is impossible to find the beginning and end points of an online program, especially when your have no control over consumer feedback.
 
For most businesses it is the online video opportunities that track the most interest and the most attention. The ability to attract and identify click through rate is…HUGE!!! Online viewing is changing how the entertainment/marketing communities reach their target “market.”
 

The Internet is turning the movie and entertainment industry upside down as viewers increasingly expect immediate access to content 24/7. Their key concern today for marketers is how to monetize the video experience.

Some visionaries boast that online video viewing will quickly eliminate conventional TV broadcasts as rapidly as information gathering on the Internet killed print media as the number one source of information.  This has already proven true with the 2008 Summer Olympics in Beijing.  Polls report teenagers, as a group, are not watching the Olympics on television.  Their preference is online video streaming of winning highlights that cut through the real-time clutter.  This information is crucial for future marketing campaigns targeting this current attention deficient generation who is unwilling to wait for information.
 
Despite these reports, the “ancient” forms of communications, news and entertainment are still important in building brand awareness. Firms that choose one form of marketing strategies over the other don’t understand or acknowledge the dynamics of traditional media and how it integrates with new media marketing.

Media synergy is important when creating an effective marketing plan. 

• Three media formats are better than two, and two media formats are better than one.
• The combination of printed marketing materials and an information website has more clout than each standing alone.  Adding a third venue, such as video to your website and social networks, attracts even more attention and intensifies marketing efforts.
• Offline media often performs better than online media. Including a URL address in printed marketing materials significantly increases web visits.
• Each medium influences online behavior differently and plays a distinctive role.
  “Qualified" niche (orthodontics) visitor search results are quite different than "total" generalized (dentistry) search results.

Understanding the differences and applying the correct online tactics will make the difference between and effective or ineffective online marketing campaign.

You Only Have Seconds To Make A good Impression

Ads and printed marketing materials may get consumers to your web site to learn more about your services, but once there.. you must sustain their attention. Why? Their next stop in the research process is to surf the web learning more about other treatment providers in the area. Use any search engine to research your keyword and numerous online social media references appear …instantly! Visitors need a reason to remember your name and continue further on your website before moving on to the next option.  Since few professional practices are adding video to their website, it is a great opportunity to set yourself apart from the competition.

Source — Ipsos
More and more, when consumers are considering the purchase of a product or service they will ask not only friends and family, they will research online for support issues and problem resolution. Consumers are aware there will be issues and problems. The deciding factor is how the company addresses and resolves the issue for the customer.

Statistics report:
• 74% choose companies/brands based on others’ customer-care experiences shared online (testimonials)
• 72% research companies’ customer care online prior to purchasing products and services at least sometimes (testimonials)
• 84% consider the quality of customer care at least sometimes in their decision to do business with a company (testimonials)
• 81% say blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% say they believe that businesses take customers’ opinions seriously (surveys)

Listen..Respond..Improve

The greatest hurdle for most businesses is listening, responding (appropriately) and improving products and services once feedback is given. Vistors may like your marketing information but they make their purchasing decisions based on peers. 

Videos and information content may attract consumers. However, when push comes to shove, today’s skeptical society has a tendency to rely upon the experiences of others they trust before making a purchasing decision.

To paraphrase advertising guru David Ogilvy, “Advertising lights the fire, public relations fans the flame and website/video/social media whip it into a fire storm!”

Ignoring the influences of social media you can’t control is unwise. The key to survival today is listen…respond…improve. Web 2.0 marketing is very effective at reaching a specific target market you can't reach as effectively with traditional marketing strategies. Unfortunately, consumers also have the ability to reach out to the competition also. Online marketing levels the playing field for practices large or small, unseasoned or experienced. Riding the fence or procrastinating is no longer an option if you want to compete in today’s competitive market and build the foundation for future growth.

Acceptx is an online automated financial solution for medical and dental practices across the US and… a TC's or financial co-ordinator's dream come true.  I had the opportunity to sit through a private demonstration of the online system at the AAO in Denver in May.  Where was this service when I was a TC for over 20 years? 

During the NP process, I always felt the most cumbersome and uncomfortable moment was presentation of finances.  There was no quick and easy way to present payment options to perspective patients without first banging away on a calculator to determine appropriate financial arrangements.  Insurance coverage complicated the issue along with determining the correct schedule based on credit rating and family budget. I would often watch out of the corner of my eye, many a parent trying to read my handwriting upside down… as they anxiously awaited the verdict while I completed the process. 

Acceptx and its upcoming parternship with Paul Zuelke has simplified the process by providing doctors the ability to make decisions about the fees, financial terms, collection practices and banking once… then automating the process so TC's can quickly and efficiently present payment options or recalculate again to meet the personal needs of the patient.

From a practice management perspective, the program increases practice cash flow and profitability.  Bottom line…Acceptx enables doctors, treatment coordinators, and financial coordinators the ability to quickly present fee options that are attractive to your patients, substantially reducing your default rate and increasing new starts.

I highly recommend this inexpensive service provided by Acceptx for marketing savvy practices looking to streamline the new patient process and make an ordinary new patient experience EXTRAordinary… in the eyes of a tech savvy patient or parent.

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?

1. Interpersonal communications - How staff members relate to one another and your patients… can make or break your practice.
2. Teamwork and commitment - Your group "Code of Honor" defines how team members interact, how they treat one another, responsibility to the team, and how to handle a member who isn't fully supporting the team.
3. Efficiencies and precision - Eliminating interpersonal conflict, petty personal issues, and the need for the 'management police' is a powerful empowering process for everyone, both doctor and staff members.

The reason I am blogging about this today is because I have been following Tim's raves and rantings since the NESO meeting on his blog hufactor.com .  After managing a practice for over 30 years, I understand the day to day workings and pitfalls encountered when building a cohesive team and trying to improve performance for the betterment of everyone. It was the most challenging aspect of my career.

Currently, Tim is offering Free video training on areas of his program and a copy of the "Code of Honor" that I recommend you sign up for download and read.  Whether you are a nuclear power plant, and insurance agency, or and orthodontic practice "The Precepts of Practicing Perfection" are the same:

1. Things are the way they are because they got that way
2. 84 - 94 percent of all human error can be directly attributed to process, programmatic, or organizational issues
3. People come to work wanting to do a good job
4. The people who do the work are the ones who have the answers.

Discovering how to build your practice on these precepts as your foundation, I feel, would be an amazing experience.  Charles Post DMD, of Keene, NH contracted the services of The Practicing Perfection Institute to improve the team environment and performance of his orthodontic practice in 2006.   He wanted to try something new to improve efficiency, build the practice and improve job satisfaction for the entire team.  He was able to accomplish this with Tim's program. Dr. Post comments, "Practicing Perfection has been a transformation that has refocused us all on patient priority while giving everyone valuable methods and systems to reduce errors in all areas." 

Since delivery of treatment and customer service are the two most important factors to consider in the developement of your marketing plan, consider taking advantage of this unique online opportunity that is being offered now from HU 2.0 , along with his new online program that is soon to be released. 

One of the great advantages of orthodontic marketing online is that no matter how big or small your practice, the playing field is level. This particularly is true if you add video to your orthodontic website.

Visit You Tube or any of the other social media sites and you will see that no matter how big or small the video maker is, if the video is good, it will get exposure.

Examples of how orthodontic practices are using video online is highlighted at orthodonticmarketingonline.tv.  I have launched this new website to present a cross section of orthodontic online videos to jump start your creative juices and peak your interest in marketing your practice online with videos. Great video content is being added online everyday by smart, marketing savvy orthopreneurs. This site will keep you up to date with the latest marketing tactics being used online to market your practice in a video blog format.

Producing videos that elicit an emotional response from perspective patients… encourages the viewer to pick up the phone or email your practice to set up an appointment rather than your competition down the street. And if it is entertaining or has a high WOW factor, the chances are good they will forward the video to friends and family to increase word of mouth.

I recently read an blog post discussing research reported by SEO expert Mark Robertson and compiled by Findlaw (online legal directory).  It was highligted on the blog Search Engine Online.  While the study did not target orthodontic or dental practices, online marketing strategies and SEO for the legal professional are the same and consequently… the results should be approximately the same. Websites with video impress viewers and decrease their tendency to search elsewhere for a treatment professional.  Unless of course you were the last of your group due to poor SEO.  This is why staking your claim now in online real-estate is the key to future online orthodontic marketing success. 

If you take an honest look at orthodontic practices featuring video, such as Dr. Alexander Villar, the newest addition to my library of dental professional videos, you can’t help but say WOW…

• His video website is leading edge, grabs attention, creates emotion and will make any competitor cringe.
• You see and hear his practice philosophy, who he is, what services he offers, and how great his team is.
• The videos tell the story from the eyes of a patient. The written word doesn't create an emotional story or relay the practice philosophy benefits and features as well as video.
• Perspective patients are already hooked before they  pick up the phone and call his office for an appointment.

Also… take note how he presents himself as an orthodontist with two years training, even though he is a GP.  Online video is the ultimate medium to present your credentials as a "practice limited to orthodontics" and explain to viewers the differences in training.  If I didn't know better, which your public doesn't, he sounds like he had two years formal training in an accredited orthodontic program. 

Dr. Villar's delivery is not perfect in all the videos, but who cares…  Talking head can be very difficult since most of us are not comfortable on camera. The ahs and umsdon't matter.  He is getting his message across to viewers and the video is presented on a very professional level, shot in a studio with the same background, and broken up into bite size pieces so they can pick and choose the content they want to view.  This tactic appeals to our ADHD society who wants in and out of your website as fast as they can. 

The entire website/video format is an outstanding presentation. The goal of online video marketing is to expose your practice to your community, on the Internet, and promote yourself as the orthodontic expert in your area.

Videos and video marketing are not just here to stay, they are the future of online marketing and the future growth of your practice. As the larger corporations including TV and movie makers are now using this medium, it makes sense to jump on board. You go where the market is watching.  Gen X, Gen Y,  and Global Tweens are searching online for information, watching video and in the social networks.

Video marketing is one of the fastest growing online marketing tactics - so long as you present reasonable good quality and content.  Your videos don't have to look like Dr. Villar's to grab attention.  Less the 2% of orthodontic practices are marketing online… and 99% of those are not using this high quality of presentation and are doing very well,  promoting their practice with a video message and other SEO online tactics.  Understanding the ins and outs of SEO, which includes video presentations and video testimonials… can't help but take your practice to the next level. 

You do need to take action and put good video up on your site, whether you are speaking yourself or hiring and actor to speak your message for you. The window of opportunity is NOW and it's limited. Don’t wait till the your competitor beats you to the punch…Lead or get out of their way!

“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….

When targeting perspective patients, create marketing tactics that target both tech savvy tweens and adults. In my experience…if you treat all patients like young intelligent adults…its a win, win all the way around.

For example, the majority of tweens are no longer impressed with run of the mill theme days and many are embarrassed by activities that draw attention to themselves. Decorations and posters taped throughout the office that remind them of grade school are definitely old hat.  You may hear a mom commenting on how cute it looks…but most tweens won't react one way or another. If tweens aren't proactively commenting on your efforts…it's back to the drawing board. And adult patients are definitely uncomfortable when walking into an office that reminds them of a pediatrician's office. The entire team should listen and watch what is going on around you, discuss your findings, and make changes, if needed, the next time around.

Presentation is everything…

There is a happy medium. Adults understand that the majority of patients in your practice are kids and will accept and enjoy a more playful atmosphere, if done correctly. This includes not only the decor in your office but all your marketing activities.  If you can't do it up right, sometimes you are better off not doing it at all.  It's not the quantity that creates reasons for patients to talk about you but the quality of the presentation. Don't think kids, think playful adults!

If you are going to have theme days, make them worth your time and effort.  Halloween…put up "remarkable" decorations and dress up to blow away all ages.  They don't have to be elaborate… just original. Buy quality decorations to add to your collection every year when they go on sale. Don't put them up too early or leave them up too long. Theme days aren't for everyone…just those patients scheduled at the time. Give out roses on valentines day to everyone that comes into the office along with a few chocolates…  including the guys.  Offer prizes for contests that appeal to all ages and make them EXTRAordinary to create buzz.

I have also found that many practices still do not take advantage of their treatment results as a component of the office decor. Adding patient portraits, both tweens and adults, as verifiable proof of treatment expertise will grab the attention of all age groups, increase their comfort level and gain trust. Be sure to include all nationalities. Digital photos of before and after treatment results, fun times in the office, team bios and community activities… presented on flat screen monitors mounted in your reception area… also grabs attention. Who doesn't like to look at photos?  Especially if they are directed towards the reason for the visit.

All patients, no matter what age, are in your office for one reason…straight teeth.  So create an atmosphere that promotes the beautiful smiles you provide and makes them want to get started with treatment right now.  Showcasing your results throughout different areas of the office is of interest to all ages and a great way to redecorate.  Intermingle photos of the doctor and his family along with other interests. Give your office a personality. Venture outside your decorating comfort zone. 

Take a look around your office and eliminate items that only target one age group and replace them with items that are of interest to all ages (keep a toy area for small children). Doing the same thing over and over again will never get you better results, especially with today's tweens who are like no generation that has come before.

You don't have to think outside the box… think inside the box… and take it up a notch or two when marketing to all age groups. 

As you all know…I am releasing my book this month at the AAO meeting in Denver, as a FREE download to all my following.  (If you aren't attending the meeting…no problem… I will forward you the link to download the book, after I get back.  If you are going…stop by  and introduce yourself to me and my husband Jack, at booth 2036.  I have some great new ideas and products to show you.)

On my journey of discovery for the past 12 months, I have worked along side three outstanding coaches and mentors to master all aspects of the latest in digital sales tools and how to implement these ideas into a professional practice. One in particular, Alex Mandossian, always asks his students ”What is your Verb?”

In a blog post he writes about the philosophical statement which is one of the most foundational elements in Western philosophy “Cogito, ergo sum” (”I think, therefore I am”).

According to Wikipedia, the meaning of the phrase is that if someone wonders if he or she exists, that is in and of itself proof of existence.. For instance, Alex's verb is to "improve": He “improves” therefore he is. All his students understand that his goal is to improve himself…and in turn…teach others to improve themselves.

One of my other marketing coaches, Eben Pagan, states his verb is: “Evolve.”  Based on this principle then, Eben’s personal and professional life is then defined by how much he “evolves.”  He takes everything he has learned to date and continues to absorb new information and then finds new ways of implementing them into marketing ideas and strategies…

I asked my 25 year old son… what his verb is and his answer was to - “Play.”  “I PLAY, therefore I am,” he answered with his brilliant smile and sheepish grin.  At this point in his life… he's not ready to settle down yet.

We are all defined by what we “do” (our verb), not by who we are (our noun). 

As for me, it's a toss up between two: “create and teach”  “I create and teach, therefore I am” is clearly my reason for existence at this point in my life.

My husband Jack knows it. My kids know it. My colleagues know it, as do my mentors.  My “verb” may change in the future, but what defines me right now is to “create and teach”.  "I create marketing products and systems…and teach orthodontic teams to market smarter, faster and with less effort."

I created the Marketing in Minutes Contest Kit as an affordable way to save time and effort for busy teams, especially since most do not have a design background to create high impact marketing programs… that create WOW results and increase patient referrals. I wrote my eBook to teach doctors and their teams about marketing basics and how to market their practice, as a team, in the current tech savvy world, with digital technology.

This is just the start for me… and great things to come in the future. I will continue to create marketing products and produce time saving systems…as wells as teach teams how to build their practices as an online marketing coach.  This is what I have always done successfully for over 30 years in orthodontics and what I will continue to do now and in the future…

What about you?  What’s your Verb?

Click here to download a list of 104 verbs that will stir your mental juices so you can come up with the Verb that’s most fitting for how you define yourself at this moment.  Is it: “Build” or “Solve” or “Discover” or “Create” or “Love” or “Listen” or “Grow” or “Explore?”

Whatever your Verb may be, it’s important to think it and feel it daily because your Verb ultimately defines you. 

Before your next staff meeting… give everyone a copy of the verb list and ask each member of the team to read the list and determine what their action Verb is. You can forward this blog post to every team member for instructions. Have them complete the exercise… write their Verb down… and share it with the entire team at the meeting. 

In my experience…it is a very powerful exercise to improve communication and increase your understanding of each other. Here’s the simple formula:  “I <Your Verb>, therefore I am.”  Just fill in the blank and live your Verb. See how it can benefit both your personal and professional life.

For those philosophical souls that are interested…R. Buckminster Fuller wrote in his book, I Seem To Be Verb   “I live on Earth at present, and I don’t know what I am.  I know that I am not a category. I am not a thing — a noun.  I seem to be a verb, an evolutionary process — an integral function of the Universe.”

As Alex taught me…"No truer words were ever written.  Your life is defined by your Verb." Change your  Verb and your life will change also."  Mine has…

Food for thought…