Dental Marketing | Scaling with Integrity As a small business owner who has grown her business slowly and intentionally in the past decade, I’ve realized a few things that can be powerful to the first time business owner. The first is that it’s crucial to never outgrow what you can accommodate. I’ve seen companies come and go in the dental world with one goal alone: to scale and sell as quickly as possible. You’ve seen them too. They’re typically backed by investors with deep pockets. Early on in my career, I must admit that I related “big” with “bad”. After all, in order to feed dozens of hungry salespeople and affiliates, there must be an insane markup, leaving the customer to pay. I’ve personally suffered the pain of being locked into a contract for a service or product that was no longer needed or producing a positive return on investment. It was upsetting every day and I found myself counting down to freedom, with more excitement than the countdown to my next vacation. Now, as I look back as a more seasoned (very small) business owner, I realize that I’ve been doing it wrong. My perspective of big business has been jaded by my own personal experiences. I’m embarrassed to admit instead of seeking out the big businesses doing it right and studying those, I categorized them all as bad. I’ve taken pride in slow growth and personalized attention, but expansion and excellent service can happen in tandem. Before I jump into sharing all of the amazing things I’ve seen being done by big(ger) dental businesses, I want to start by saying this on the record: Any business, no matter the size, is going to experience growing pains. Some more damaging than others. With higher risk tolerance, comes bigger mistakes. It also seems that those who fail the most and recover the strongest grow the fastest. You may still share my sentiment that bigger isn’t better, but I want to challenge you to think differently on this for a few reasons. Firstly, I want you to be able to experience the joy that comes with ethical, accelerated growth. It can be very fun. Secondly, I want you to be able to serve more people while leading with integrity. Lastly, you deserve to escape the daily nitty-gritty and operate as a true CEO, which can only happen when you grow to the level of having multiple levels of leadership. If you’re like me and have been doing similar work for 10+ years (or perhaps you just came to this realization sooner than me), that last point is exciting. Here are a few characteristics of those who scale with integrity: They know their brand and make sure their team embraces and shares their message, values, and processes. Have you ever met a team and thought to yourself, ” They’re all so (fill in the blank). I can distinctly remember meeting 3-4 people on a team thinking, “They’re all so complimentary.” It was as if they’d been trained in compliment giving and ego-boosting. I say this and it sounds like I was turned off to it or that it seemed insincere, but it didn’t. It was actually quite the opposite. The small compliments, high energy, and professionalism shared by every single employee on this particular team made me want to do business with them. They evolve. The companies that grow quickly and maintain their integrity have to be investing in improvements. I see some marketing agencies still pushing direct mail and the same templated websites they sold 8 years ago and wonder how they’ve managed to stay in business. If you’re going to grow at a pace that can qualify as “scaling”, you’ll have to be critically evaluating your service offerings, methods, and marketing to ensure you’re the best option for your target market. They have guts. They don’t sweat the small stuff. They know that part of being in business means they’ll encounter the following: a legal issue, a bad review, two timing employees, unethical competition, and so much more. However, they know each obstacle is just a part of the game. They won’t wallow in the negativity and will focus immediately on how to turn each situation into an opportunity. They’re willing to invest. I know many business people operating around the 1m-2m in revenue mark who are unwilling to take a risk and grow. Their marketing is minimal and safe. They’ll always remain very small business owners and that’s ok. It can be challenging to change if you’ve operated in this space for many years. After all, if you keep doing what you’re doing, you’ll keep getting what you’re getting. If you’re happy, that’s ok. They realize growth and integrity are not mutually exclusive. The theory that bigger is not better may resonate with many of us small business owners. Let’s face it though, that’s something small business owners say because they didn’t like the growing pains listed in number 3. There’s nothing wrong with intentionally staying small if you are happier with a small business. Let’s not chalk it up to big is bad, just because we know of some big, bad entities we’d prefer to avoid. I fought an internal struggle for a long time about whether or not I’d represent group practices. I knew that 98% of my business is made up of small dental business owners looking to grow, but remain a single doctor, privately owned entity. I also know that many of my amazing clients see DSOs as the enemy. This is because many DSO owned and operated businesses are not integrity focused. When this happens on a large scale, it becomes very obvious to communities and dentists. They see unnecessary dentistry, high-pressure sales tactics, and advertising at a level they feel they could never afford. Unfortunately, what many don’t realize is this: No matter the size of your organization, you can operate with integrity or without integrity. Currently, I work with a few doctor-owned group practices and a couple of true DSOs. So far, I do see a very different need from the group practices. Communication, delivery of service, and solutions offered all change when you reach about six locations. It’s pretty obvious if a business is not patient-centric and employee-centric. In these instances, I will choose not to represent a business. This stands for any size organization. If you’re like me and growth excites and motivates you, you’ll want to consider how you can grow with integrity. Look for the examples of companies that have scaled and maintain an amazing culture, innovative solutions and help many people. Set your goals as you go and don’t be afraid to choose small or choose big. In life, we have to choose what makes us happy. If integrity is at the core of your every move, you’ll build something beautiful that will benefit many deserving people. If you’re at a point in your career where you’d like to experience growth that would make an impact on your team and family, contact me at grace@identitydental.com. If you’d like to grow slowly and intentionally, I can help you with that too.
Dental Marketing | Do You Allow Yourself to Grow? We’re pretty open here at Identity Dental Marketing. But one thing we can’t stand is the phrase, “I’ll do it when”. “I’ll do it when I have the right team behind me” “I’ll do it when there are better opportunities” And our personal favorite, “I’ll do it when I have more time.” The truth is, you’re never going to get more time. The 24 hours we have today are the same 24 hours you’ll have five years from now. In that five years you could sit and wait, wondering when. Or, you could spend that five years working hard to reach your biggest dreams. We firmly believe that it is never a bad time to grow your practice or your business. Too often, people prevent themselves from growing by thinking they don’t have what they need to succeed. It’s not a matter of not having what you need, but instead is entirely about thinking it has to be perfect to get started. That’s right. Perfectionism is the number one dream killer we see for our clients, our friends, and even ourselves. The good news is, you don’t have to let perfectionism prevent you from growing. In fact, it’s easier than you might think. It’s all about learning to get smarter with your time. Plan, Create, and Delegate Often times we hold ourselves back because we think that we have to do everything. “If you want something done right, you have to do it yourself” or so the adage goes. But, if you adhere to this like a stubborn bulldog, you can only get so far. You shouldn’t be your entire team. Find the people that support your business as much as you do, and understand that with the right training, they are capable of doing excellent work. If finding those kinds of people is proving to be difficult, don’t let this stop you either. Your hiring process isn’t working? Don’t hesitate to rip it up and start again. Action is better than inaction at any level. Even if it’s not perfect, you can get the ball rolling (see our blog about building momentum in your practice). Whether it’s social media marketing, expanding your team, or growing your practice to multiple locations or doctors, you have everything you need to get started today. For help with implementation, training and growing, we’re here to help you. Contact us today and change that “I’ll do it when” to “I’ll do it now”.
Dental Marketing | Determining Your Worth It can be challenging to figure out what you’re going to charge for all the different services you offer. While fee setting can be a determining factor in the success of your business, many of us don’t know where to begin. If the process of determining and then setting your fees is causing you anxiety, fear not. We can help with that by sharing some of the ways that we determine our own. When the fee setting process begins, there are two main techniques that you can choose to consider. First, perform a competitive analysis. Determining where you fall on the spectrum of the quality of your services compared to others in the field can be a great way to judge how your fees should compare. We would all like to think we are the best at everything we do, but if you’re being honest with yourself, you have strengths and weaknesses. Set your fees accordingly. Something to keep in mind when comparing your fees to others in the field is that, in certain industries, your fee is how people judge your value. If you are under valuing your services, you may start attracting the wrong kind of client or patient. Conversely, increasing your fees can mean an increase in business as well. The second method you can use to help you set the proper fees is by considering how much time and energy is involved in a service. When you determine how much your time is worth, you can begin to set fees that appreciate who you are and what you do. By undervaluing yourself, you create a situation where you no longer enjoy your work. It is no longer worth your time. By creating a fee that accurately reflects your personal investment, you can count on maintaining your quality of work and job satisfaction. Contact us for help with determining you practice’s worth.
Dental Marketing | It’s Not Just a Phase, Mom: Why Instagram is Here to Stay and How Your Business Should Take Advantage Instagram- even people living under rocks have heard of it. The social media platform’s popularity has skyrocketed to the point where animals have accounts that can rack up millions of followers and likes, not to mention a whole lot of money. If a cat with a grumpy face can use Instagram to become a household name, so can your business. But if you’re not yet convinced, here are a few reasons why your business and Instagram should get to know each other. We know people use social media. “Duh”, you say. But do you know just how many people use social media? In other words, how many potential patients are you missing out on by not having an account? Hold on to your socks, and maybe the rest of your clothing as well. Instagram has 1 billion monthly active users. 1 BILLION. That’s second only to Facebook, but far outweighs Twitter which comes in just above 320 million. Unlike Facebook and Twitter, Instagram was literally born to be a mobile app, not a desktop website. Smartphone users turn to Instagram because it’s cleaner than other social media sites. In fact, engagement with Instagram is 10 times higher than on Facebook. And while that’s all great information, the best news for you is that over 80% of Instagram accounts follow a business account – one of which could be your business. You don’t have to be a big name brand company to find success on Instagram either. It may not come overnight, but if you’re posting the right content, you could widen your reach significantly with that large audience we mentioned earlier. A few of the small businesses that have gained a huge following are boutique florists, camping brands, and veterinarians. The market is ready for great dentists with amazing messages. Not only is Instagram a great place to engage with your patients daily, but it also allows you to do so in relatable and creative ways. Instagram allows your marketing team to have fun with pictures, videos, contests, and other great content to show the public that your practice not only has great services, but also has a great personality. If only you knew of a great marketing company that completely understands your brand. Oh, you do? We’re flattered you thought of us! We’d love to get started building an Instagram presence with you right away. Contact Identity Dental Marketing today to learn more about how we can help you access the power of this incredible social media.
Dental Marketing | Are You Utilizing Inside Out Marketing? Putting your shirt on inside out can be embarrassing. But when you consider your marketing from an inside-out perspective, it can do a world of good for your business, it’s persona, and ultimately, your success. Too often, we see other marketing companies trying to position your brand in a way that they “know” works. By this, they mean that it’s worked for someone else. They want you to market in the same way they market most of their other clients. While this may work for some people at first, when you decide to make changes to your campaign, you won’t be able to effectively communicate who you are and what you do best. At IDM, we like to practice what we call “inside out” marketing. We take the time to discover your core values and who you are. This helps you attract the right kind of patient for your practice. With dentistry, and everything else you do for that matter, it’s important to find something that differentiates you. What do you stand for and what do you value? By picking a differentiation that’s personal and true to you, you set yourself up for a long future of successful marketing. Remember, put something out into the universe that is uniquely you. Don’t pick something that isn’t true to your identity, and don’t choose something that you know you won’t be able to live by every single day. If you want to attract new patients, but aren’t quite sure how to position yourself for maximum benefit, contact us. We love having those conversations and getting to truly know who you are. We’ll give you honest feedback on your current campaigns and tell you how they could be improved. We look forward to hearing from you. Contact us today!
Dental Marketing | Big Case Marketing Tips Every practice is interested in getting large, profitable cases. But how do you go about attaining them? Up until now, you’ve probably been blindly casting a large net with the hopes of pulling up a great white along with all the guppies. But we’re here to tell you there are smarter, more precise ways. Instead of simply hoping, carefully consider your approach. Ask yourself key questions that can shape the way you market. For example, ● What’s being done by others in this same marketing space? ● How do I develop the best strategies for my specific practice? ● How do we do dentistry differently? Potential patients are bombarded with ads constantly. When you are creating a campaign, you want to focus on patient psyche. Concentrate on how your ad is going to make people feel. Too often, we see ads that use animated videos of procedures to demonstrate what patients can expect. Nothing frightens a patient away faster than watching drills go in mouths, even if they are animated. Inform patients of what they can expect through other methods. Show them how you are going to ensure their comfort through the process. Discuss the long lasting benefits of the procedure. You can even include information on how you’ll help your patients with financing. Above all, focus on creating an identity for yourself through your materials. Inspire patients to say “I need to schedule an appointment with THIS doctor”, not just any dentist. At Identity Dental Marketing we know you have a unique practice that offers unique solutions to patients. If you’re looking for an expert guide to help in your big case marketing, set up a call with us today.
Dental Marketing | How to Protect Yourself from Unethical Salespeople Smooth talking, and with a confidence that would put Kanye West to shame, unethical salespeople can make almost anything seem like a good idea. They’re paid to do so. But more often than not, these are not the same people who will be doing your marketing work, and they’re not the people you’ll be talking to when things go wrong over the life of your campaign. Before you make a marketing decision you’ll regret, protect yourself by considering these tell tale signs that the group you’re working with isn’t as great as they want you to believe. Just Say No to Over-Automation You meet a representative that is offering “free audits” for your business with something called “PowerListings”. Realize that at the end of the day, their goal is to get a sale, not to help you at no charge. The problem with powerlisting platforms is that they use one single platform to automatically push out all of your information to as many places as possible. That may seem like a good thing. After all, a wider net means more patients right? Unfortunately, this isn’t the case. If you ever decide to make any changes to your marketing material, these systems will create what are known in the internet marketing world as “duplicates”. Duplicates mean that sites like Google and Yelp will have multiple listings for the same business. Rather than increase your traffic, this will cause your rankings to sink like a rock, no matter how shiny it may have first seemed. Instead, merging duplicates takes a nearly forgotten form of technology: phone calls. In order to fix situations like this, our team must speak to these companies directly. There’s a time and place for smart automation, but if you want your marketing done right you’ll need our hands on approach. Shock and Awe A good indicator of someone not saying what they mean is that it’s incredibly difficult to understand. Despite the bill of goods some companies may try to sell you, you shouldn’t need a genius level IQ to understand your marketing strategy. To create a false sense of competency, salespeople will talk over your head in an effort to scare you into making a purchase. That isn’t the level of integrity you should expect from someone trying to help you succeed. If you’ve been the victim of threats such as being blacklisted by google, or having all of the marketing you’ve paid for removed from your possession, you know that it’s time to find someone with a different way of doing business. With Identity Dental Marketing, you’ll understand exactly what we’re saying about your campaign and you’ll get a true return on your investment. Contact us today for a complimentary strategy session and learn why we understand that your success is our success.
Dental Marketing | 5 Ways to Attract New Patients If you’d like to learn more helpful tips for your business, contact our team today to set up a complimentary marketing planning session and follow us on Facebook.
Dental Marketing | Dangers Lurking in the Deep: Why Website Security is More Important than Ever For many of us, the internet can be a daunting place. In fact, the average person uses less than 1 percent of the whole system. That’s a lot of unknown content, and it’s all referred to as “The Deep Web”. With an intimidating name, you might expect this part of the internet to be rife with dangerous viruses and hackers. But much like any other tool, how the internet is used depends on the person in control. Unfortunately, many of those using the web are interested in gaining access to private, sensitive information. Today, even the smallest of websites are vulnerable to attack, with not only your personal information ripe for the taking, but also that of your clients. As website security becomes more important than ever, there are protective measures that even the most inexperienced web users can take advantage of. But first, let’s take a look at what you’re up against. DDoS Attacks In a nutshell, a DDos Attack is a way for hackers to flood your site with fake traffic that prevents your real users from gaining access to your website. That’s bad news as you want as many real people to engage with the online presence of your business as possible. After all, you’ve worked too hard to create and promote your company. Viruses and Malware Viruses are the great white sharks of the internet. Everyone knows about them and they can be pretty scary up close. If your computer or website is exposed to a virus it can gain access to your client’s personal information, causing massive problems for both your clients and yourself. Steps You Can Take Not all hope is lost however and there are some critical protective measures you can utilize to protect your information. One of the most important of these tools is the installation of a firewall. Acting as your main line of defense against viruses and any unknown data trying to use your site, a firewall protects you from a large number of threats. Another great way you can protect your site is through an SSL Certificate. In short, an SSL Certificate is effective at protecting sensitive information like credit cards and passwords and helps to keep data secure between servers. Beyond this, a certificate also increases your google ratings (always a plus) and enhances customer trust. We know you’ve put sweat, blood and tears into your practice and its online presence, which is why we value protecting it as much as you do. Website security leads to personal security, a commodity that your customers greatly appreciate and we know you will too. Every day that your website remains exposed is another opportunity for someone to steal your information. Don’t hesitate to ask us for more information on how to protect yourself.
Dental Marketing | Hitting Your Target Market Before building your marketing strategy, consider: What kind of dentistry is most fulfilling? Do you enjoy seeing results? Is it profitable? It’s very important to consider these factors when choosing your marketing plan so you can specifically target the types of cases you want. You can run an ad on social media targeting specific services and really figure out what creative message is going to connect with your target audience. The great thing about targeted social media marketing is that you can choose who you target. Take facial aesthetics for example, you can target women in one ad and men in another. There is an interest from both genders, and different ads will connect differently with each gender. An ad targeting men, focused in facial aesthetics, featuring a male model will connect in a stronger way, increasing ROI. To learn more about creating an ultra-targeted campaign, contact us @ identitydental.com.
