Dentaltown July 2017 - 78

How do I know whether
my marketing is working?

Fig. 1

Patuxent Dental Yearly Revenue
$3,500,000

A M I T K H A N N A , H O L LY W O O D , M D

3,500,000
3,000,000

Mailing 12,000 Postcards Monthly
Plus Directmail2.0 Integration

3,000,000
2,500,000
2,500,000
2,000,000
2,000,000
1,500,000
1,500,000

Mailing 12,000
Postcards Monthly
Mailing 6,000
Postcards Monthly
Yard Signs &
Yellow Page Ads

1,000,000
1,000,000
500,000
500,000
2007
2007

2008
2008

JULY 2017 // dentaltown.com

2010
2010

2011
2011

2012
2012

New Patients Per Month

Fig. 2

2013
2013

2014
2014

2015
2015

2016
2016

Village Green Dental

250
250

5,000 Postcards
Mailed 3 Times

150
150

26,000 Postcards
Mailed 1 Time

91
73

00

57

29

47
30

54

29

50
31

30

42
30

47

47

31

31

59

55

31

30

192

Started Mailing
5,000 Postcards
Per Week

100
100

5050

210

Internal Marketing Only And Relying On Referrals/word Of Mouth

200
200

69

67

31

29

89

100

91
77

87

36
29

30

29

30

30

31

29

31

30

1/15 2/15 3/15 4/15 5/15 6/15 7/15 8/15 9/15 10/15 11/15 12/15 1/16 2/16 3/16 4/16 5/16 6/16 7/16 8/16 9/16

A.
Ask new patients how they heard about you.
B.
Use online tracking technology.
C.
Both A and B.
ANSWER: C. Tracking is a vital aspect of dental marketing. Fortunately, in the
digital age, this task is easier than ever.
For example, you can use call tracking numbers on your marketing materials-dedicated phone numbers that ring directly into your practice, but each call
is counted and recorded in the cloud as it comes in. This way, you can see exactly
how many calls your marketing generates, plus you can listen to the calls to ensure
your staff is handling your leads properly.
Another option is to add online banner ads to your direct mail campaign, so
you can see exactly how many people click your online ad to get to your website.
But your front staff is truly on the front lines of your tracking efforts. They
should ask new callers how they heard about you. And don't accept just "online" for
an answer! Ask more questions:
* Did you see our ad on a website?
* Or did you do a Google search?
* What search term did you use?
Tracking helps you see which marketing channels are getting the best return on
investment so you can invest more in them and less in the ones that aren't performing
as well. n

78

2009
2009

YEAR

NEW PATIENTS

Yes.
No.
ANSWER: This one is pretty obvious, but I
hear it so often that I have to address it. Referral marketing
is a valuable tool for dentists:
* 92 percent of consumers trust recommendations from
friends and family.
* Referred patients bring in 25 percent higher profit margins.
But the correct answer is B. No practice can thrive on
referrals alone. If your new-patient numbers are growing,
that means that your referrals should be growing even faster.
The possibilities for growth are exponential.
Case in point: Fig. 2 graphs the new patient growth of
another Townie, Dr. Jason Monroe of Village Green Dental
in Aurora, Illinois.
To attract 210 new patients in August 2016, he first marketed
consistently for several months to build up his database. Then
he ran a referral contest, offering Apple products as prizes.
Referrals are also a way to double down on your marketing
spend. One Townie, Dr. Seth Hall of Hall Family Dentistry
in Indianapolis, put it this way: "If you're getting new patients
from your marketing, you want to also get their families and
be able to give them the quality care they deserve."

4

A.
B.

NEW PATIENTS PER MONTH

3

Can I focus on just referral marketing?

MONTH/YEAR

MONTH/YEAR


http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown July 2017

Dentaltown July 2017 - Intro
Dentaltown July 2017 - Cover1
Dentaltown July 2017 - Cover2
Dentaltown July 2017 - 1
Dentaltown July 2017 - 2
Dentaltown July 2017 - 3
Dentaltown July 2017 - 4
Dentaltown July 2017 - 5
Dentaltown July 2017 - 6
Dentaltown July 2017 - 7
Dentaltown July 2017 - 8
Dentaltown July 2017 - 9
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Dentaltown July 2017 - 16
Dentaltown July 2017 - 17
Dentaltown July 2017 - 18
Dentaltown July 2017 - 19
Dentaltown July 2017 - 20
Dentaltown July 2017 - 21
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Dentaltown July 2017 - 24
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Dentaltown July 2017 - 89
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Dentaltown July 2017 - 110
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Dentaltown July 2017 - 112
Dentaltown July 2017 - Cover3
Dentaltown July 2017 - Cover4
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https://www.nxtbook.com/farran/dentaltown/dentaltown-new-grad-2023
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https://www.nxtbook.com/farran/dentaltown/dentaltown-december-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-november-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-new-grad-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-october-2021
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https://www.nxtbook.com/farran/dentaltown/dentaltown-june-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-may-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-april-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-march-2021
https://www.nxtbook.com/farran/dentaltown/dentaltown-february-2021
https://www.nxtbook.com/farran/dentaltown/2021January
https://www.nxtbook.com/farran/dentaltown/2020December
https://www.nxtbook.com/farran/dentaltown/2020November
https://www.nxtbook.com/farran/dentaltown/2020NewGrad
https://www.nxtbook.com/farran/dentaltown/2020October
https://www.nxtbook.com/farran/dentaltown/2020September
https://www.nxtbook.com/farran/dentaltown/2020August
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https://www.nxtbook.com/farran/dentaltown/2020June
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https://www.nxtbook.com/farran/dentaltown/2019December
https://www.nxtbook.com/farran/dentaltown/2019November
https://www.nxtbook.com/farran/dentaltownuk/2019OctoberNovember
https://www.nxtbook.com/farran/dentaltown/2019October
https://www.nxtbook.com/farran/dentaltown/2019NewGrad
https://www.nxtbook.com/farran/dentaltown/2019September
https://www.nxtbook.com/farran/dentaltown/2019August
https://www.nxtbook.com/farran/dentaltown/2019July
https://www.nxtbook.com/farran/dentaltownuk/2019JuneJuly
https://www.nxtbook.com/farran/dentaltown/2019June
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https://www.nxtbook.com/farran/dentaltown/2019January
https://www.nxtbook.com/farran/dentaltownuk/2018Winter
https://www.nxtbook.com/farran/dentaltown/2018December
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https://www.nxtbook.com/farran/dentaltown/2018September
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https://www.nxtbook.com/farran/dentaltown/2017December
https://www.nxtbook.com/farran/dentaltownuk/2017Winter
https://www.nxtbook.com/farran/dentaltown/2017November
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https://www.nxtbook.com/farran/dentaltownuk/2017october
https://www.nxtbook.com/farran/dentaltown/NewGrad2017
https://www.nxtbook.com/farran/dentaltown/2017September
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https://www.nxtbook.com/farran/dentaltown/2017July
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https://www.nxtbook.com/farran/dentaltownuk/dentaltownuk/2017march
https://www.nxtbook.com/farran/dentaltown/February2017
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