DentaltownUK August 2017 - 34

'Zero
of
What does this phrase
mean ... and, more
importantly, what does it
mean for your practice?
by Flo Couper
Flo Couper of Connect Coaching is a dental hygienist and
a business coach with a passion for content marketing.
She believes marketing should be an integral part of a
practice's patient care, not a separate entity. Contact her at
flo@connectcoaching.co.uk or visit connectcoaching.co.uk.

The phrase zero moment
of truth, coined by
Proctor & Gamble, relates
to the precise moment
a customer decides which
product to choose from
the shelf in a pharmacy
or supermarket.
In 2014 Google modernised the phrase by
identifying that 70 percent of 'zero moment
of truth' now happens online! This figure
relates to a product or service. This means
that if your online presence is poor, who are
your potential patients finding instead of you?
Patients don't know their exact treatment
plan, of course, but what they do get online
is answers to questions they specifically
have. By answering questions in the form
of blogs and video content on your website,
you build trust quicker and create educated,
qualified patients.

34

AUGUST 2017 // dentaltownuk.com

Video is proving to be a very powerful
platform, and more customers are making
their buying decisions because of video
content. It's predicted over the next couple
of years that 80 percent of content consumed
will be video. Are you doing video?
When you produce really good content,
it will result in:
* Better-qualified patients.
* A smoother flow through your
services.
* Patients who spend less time asking
you copious amounts of questions.
* Fewer patients who 'think about it'.
* When practices provide answers to
the many questions their patients have
through marketing, they help to build
trust more quickly.
We are serving a 'no-wait' generation and
everybody wants answers and solutions at their
fingertips. If you are not providing this, your
competitors could easily be outshining you.



http://connectcoaching.co.uk http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK August 2017

Cover
On Dentaltown.com
Editorial with Mike Gow
Meet the Team
Howard Speaks: Drive-Thrus and Dentistry
Endodontic Reboot: Part One
Classified Listings
Brand Advertising
A United Voice
Adhesion in Primary Dentition Restorative Dentistry
Additive Dentistry
Zero Moment of Truth
Through the Keyhole
Message Boards: Re-treats question
Due Diligence—A Vendor's Perspective
Message Boards: Antibiotics after Surgical Extraction
Adding Value to the Patient Experience
Lifestyle
Poll: General Dentistry
CE Update
Students Section
Wishlist
DentaltownUK August 2017 - Cover
DentaltownUK August 2017 - Cover2
DentaltownUK August 2017 - 3
DentaltownUK August 2017 - 4
DentaltownUK August 2017 - On Dentaltown.com
DentaltownUK August 2017 - Editorial with Mike Gow
DentaltownUK August 2017 - 7
DentaltownUK August 2017 - Meet the Team
DentaltownUK August 2017 - 9
DentaltownUK August 2017 - Howard Speaks: Drive-Thrus and Dentistry
DentaltownUK August 2017 - 11
DentaltownUK August 2017 - Endodontic Reboot: Part One
DentaltownUK August 2017 - 13
DentaltownUK August 2017 - 14
DentaltownUK August 2017 - Classified Listings
DentaltownUK August 2017 - 16
DentaltownUK August 2017 - 17
DentaltownUK August 2017 - 18
DentaltownUK August 2017 - 19
DentaltownUK August 2017 - 20
DentaltownUK August 2017 - 21
DentaltownUK August 2017 - 22
DentaltownUK August 2017 - Brand Advertising
DentaltownUK August 2017 - 24
DentaltownUK August 2017 - A United Voice
DentaltownUK August 2017 - Adhesion in Primary Dentition Restorative Dentistry
DentaltownUK August 2017 - 27
DentaltownUK August 2017 - 28
DentaltownUK August 2017 - 29
DentaltownUK August 2017 - 30
DentaltownUK August 2017 - 31
DentaltownUK August 2017 - Additive Dentistry
DentaltownUK August 2017 - 33
DentaltownUK August 2017 - Zero Moment of Truth
DentaltownUK August 2017 - 35
DentaltownUK August 2017 - 36
DentaltownUK August 2017 - Through the Keyhole
DentaltownUK August 2017 - 38
DentaltownUK August 2017 - 39
DentaltownUK August 2017 - 40
DentaltownUK August 2017 - 41
DentaltownUK August 2017 - Message Boards: Re-treats question
DentaltownUK August 2017 - 43
DentaltownUK August 2017 - 44
DentaltownUK August 2017 - 45
DentaltownUK August 2017 - 46
DentaltownUK August 2017 - 47
DentaltownUK August 2017 - 48
DentaltownUK August 2017 - 49
DentaltownUK August 2017 - 50
DentaltownUK August 2017 - 51
DentaltownUK August 2017 - Due Diligence—A Vendor's Perspective
DentaltownUK August 2017 - 53
DentaltownUK August 2017 - 54
DentaltownUK August 2017 - 55
DentaltownUK August 2017 - Message Boards: Antibiotics after Surgical Extraction
DentaltownUK August 2017 - 57
DentaltownUK August 2017 - 58
DentaltownUK August 2017 - 59
DentaltownUK August 2017 - Adding Value to the Patient Experience
DentaltownUK August 2017 - 61
DentaltownUK August 2017 - Lifestyle
DentaltownUK August 2017 - 63
DentaltownUK August 2017 - 64
DentaltownUK August 2017 - 65
DentaltownUK August 2017 - 66
DentaltownUK August 2017 - 67
DentaltownUK August 2017 - 68
DentaltownUK August 2017 - 69
DentaltownUK August 2017 - 70
DentaltownUK August 2017 - 71
DentaltownUK August 2017 - 72
DentaltownUK August 2017 - 73
DentaltownUK August 2017 - Poll: General Dentistry
DentaltownUK August 2017 - 75
DentaltownUK August 2017 - CE Update
DentaltownUK August 2017 - 77
DentaltownUK August 2017 - Students Section
DentaltownUK August 2017 - 79
DentaltownUK August 2017 - 80
DentaltownUK August 2017 - 81
DentaltownUK August 2017 - 82
DentaltownUK August 2017 - 83
DentaltownUK August 2017 - 84
DentaltownUK August 2017 - 85
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DentaltownUK August 2017 - 87
DentaltownUK August 2017 - Cover4
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