Can You Believe It?

You’re half way to 2016!

If you aren’t seeing the growth trends you’d like for the year, there’s still time to turn things around, in order to achieve both your business and personal goals.

Learn when to quit and when to stick
Evaluating your marketing ROI can seem tedious, but it’s a task you can easily delegate. Have your business print this guide, pull a report of all new patients and their referral sources. List them by referral source. Make sure every new patient is included.

List each referral source, the number of new patients from that source, as well as the sum production from those patients, and the cost per month. Calculate both the cost to acquire a new patient from this referral source, as well as the production created from this effort.

Once you have these numbers, label each investment as “High, Medium, or Low Risk”.  This is determined by the consistency of new patient flow, as well as cost for the marketing effort or source.

Here’s an example of just one referral source:

Marketing ROI Report January-June 2015

Marketing for Dentsits

By looking at this, you can see in the past 6 months you’ve made $11,000, but after factoring overhead, you may decide to cancel this campaign. Generating patient referrals will always be a low risk investment, whereas TV or radio advertising will likely be higher risk investments.

At a glance, you will be able to compare your investments.  Some high-risk investments will be worth keeping, depending on your overall goals. For instance, if you want to build your portfolio for bigger cases, it makes sense to invest a bit more to target implant and full mouth reconstruction cases.  Although you’ll spend more per new patient, the new patients will be of higher value, as they will be seeking bigger ticket services. As they begin to refer friends and family, your investment will become better over time.

It’s always important to have a consistent flow of new patients. Lower risk marketing methods, such SEO (Search Engine Optimization), Online Reputation Building, Email Marketing, and social media marketing can help to supplement your natural practice growth and almost always provide a consistent, positive ROI.

There are extraneous factors that you’ll want to consider when determining whether to stick or quit a current marketing method.

For instance, some marketing efforts are meant to increase your recognition in the town. These may be worth keeping, even though the tracked ROI may seem low. Remember, a consumer needs to see a message 6-7 times before retaining it and often taking action.

Contact Us with questions or to schedule a marketing evaluation and consultation for only $150 (usually $499). Offer expires July 31st, 2015.

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Customized “To Do” Notepads

We are now offering customized “To Do” Notepads to remind your patients to keep up with their dental appointments. Notepads will include your logo and contact information. There’s no better way to stay “top of mind”. Your patients will love these handy promotional items.

“To Do” Notepads are 4.25″ x 5.5″ with 50 sheets in each notepad.

If you are interested in our customized “To Do” Notepads, please fill out the form below. Contact us for more information.



    Please choose your selection

    What do you want the notepads to say?

    "Call to schedule an appointment at "

    We will get in touch within 24 hours to move forward with payment and design.

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    Doctor Biography Website

    Do you have a dental specialty, such as endodontics or periodontics? Are there multiple doctors at your business location? A doctor biography website may be right for you to help set yourself apart from the business.

    Referring dentists need to be able to send their patients to a specialty (not general dental) website. This website can also serve as a resource for your referring doctors.

    This website includes:

    • biography
    • education
    • specialties
    • achievements
    • certifications
    • testimonials
    • and more

    We hope you find the marketing idea both beneficial for you and your patients.

    To receive your custom-created biography website, let us know. We are offering this for only $899.

    Dental Marketing

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    Branded Info Flyer

    This month we are wanting you to bring attention to the oral / overall health connection by providing your patients with a custom designed and written article.

    Making a point to educate your patients on the importance of oral health for their overall health can lead to more new patients and increased acceptance for SRP.

    This is how it works:

    Each patient receives health connection as take-home material. The flyer discusses how your practice promotes overall health and educates the patients.

    The patient, enlightened, brings the article home to her husband or father or friend who suffers from one of the mentioned illnesses.

    Your printed material also offers a complimentary consultation for new patients who are coping with any of the mentioned concerns:

    • diabetes
    • heart disease
    • osteoporosis
    • alzheimers
    • sjrogrens and other autoimmune diseases
    • cancer
    • mystery symptoms or ailments
    • etc.

    We hope you find the marketing idea both beneficial for your business and your patients. Let’s spread the word about the importance of preventive care and oral health maintenance, while helping more new patients receive the highest quality of dental care possible.

    To receive your custom-created branded Oral and Overall Health flyer, let us know. We are offering this in May for only $100. Starting June 1st, it’ll be available for $150.

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    The Top 5 Reasons to Love Your Dentist

    1. Your dentist can help you find love.

    By preventing halitosis, your dentist can increase your chances of landing a second date.

    2. “Do it yourself dentistry” is never a good idea.


    3. A whitened smile can shave 10 years off of your appearance… unless you are 15 years old.

    4. Visiting your dentist prevents periodontal disease (a very common condition that leads to tooth loss).

    5. Visiting the dentist regularly can provide a much needed, relaxing break from your routine.


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    The Easiest (And Most Neglected) Dental Marketing Strategy

    There are certain words that carry negative meaning in the minds of many. I wrote about words to avoid in dentistry in my previous blog post, Dental Curse Words.

    I’ve noticed that almost unanimously when recommending “Email Marketing” to my clients, they often get the concerned look on their face. It’s the kind of look that I can hear over the phone. They instantly think “SPAM”… which of course it is not. Somewhere along the line, email marketing has made a bad name for itself.

    Email marketing is still very powerful. It’s often not recommended by marketing companies. Perhaps it’s because I always hear “We’ll try it on our own.” Of course, it almost never gets done and when it is done, it’s not done well.  Let’s face it, you’re team excels in dentistry, but may not be highly trained in written communication.

    Email Marketing For Dentists
    Email Marketing For Dentists

    So what’s the solution? Well, it’s time to start prioritizing your communication with your existing patients. It’s important to stay top of mind to generate referrals. Existing patients lead to new business. Patient referrals should ALWAYS be your top referral source, no matter the size of your marketing budget. As you get more new patients, those patients should be referring friends and family. If this isn’t the case, it’s time to implement a referral program.

    Dental email newsletters can accomplish the following:

    • Generate more patient referrals (through forwarding of the email)
    • Generate more positive reviews online
    • Improve patient education
    • Promote advanced dental services
    • Improve recall
    • Improve case acceptance

    Avoid getting marked as SPAM by:

    • Sending monthly instead of weekly messages
    • Sending to active patients only
    • Writing interesting, relatable topics
    • Planning out new content
    • Including topical, relevant information that can protect or inform a patient
    • Don’t be “overselling” but instead represent yourself as an advocate for your patients’ interests
    • Keeping an updated patient email list

    Email marketing is the bridge between your existing patients and your new patients. It’s the ideal, most affordable marketing strategy that is most ignored. It’s the secret to improving your bottom line. It’s the glue that holds your internal marketing strategies, your internet marketing campaign, your online reputation and your social media presence together.

    It’s time that I stop using the words “Email Marketing Campaign” since these words do not do justice and have been ruined by spammers. Call it email marketing or call it POWERFUL PATIENT COMMUNICATION CAMPAIGN. I don’t care what we call it, but it’s time to stop ignoring this platform. It’s time to start utilizing one of the most affordable and effective marketing strategies.

    Please contact me if you are not already utilizing email marketing to its fullest. We can create a complete marketing plan to achieve your goals. Call me directly at (847) 629-4646.

    Grace Rizza

    Owner of Identity Dental Marketing


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    Starting a Dental Practice

    There are many things to consider when starting a dental practice of your own. We’ve taken the time to carefully analyze the process of starting a dental practice.

    Besides marketing, you’ll need to choose a location, decide if you’ll purchase an existing practice or start from scratch. You’ll need a contractor, a designer, a management consultant to assist in hiring and setting up systems. You’ll need a dental CPA to help you appropriately allocate funds to equipment, employees, marketing and more.  Of course you’ll need a dental marketing professional to help you connect with the right kind of patients.

    The process definitely seems overwhelming. Where should you begin?

    Start here.

    If you’re considering starting a dental practice, consider attending our Dental Practice Jump Start Event in Chicago this November. Contact Grace Rizza at (847) 629-4646 for ticket information. Seats are limited. Speakers will cover topics such as:

    • Choose the best location for your new dental practice
    • Top Mistakes Made in Office Design & Construction
    • Branding For Success
    • Marketing Must-Haves For Start Ups in 2014 & 2015
    • Hiring For Your Long term success
    • Budgeting your Build Out


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    How to HURT Your Google Ranking

    It’s no secret that SEO works for attracting new patients. Of course, you want your website to be first when someone searches for a dentist in your town.

    In the race to the top of the page, there are many things you can do to help yourself get there, including:

    1. Get real reviews onto Google
    2. Have ONE person managing your online presence
    3. Blog (or pay your marketer to blog) regularly
    4. Regularly add on-site ranking factors to your website
    5. Have a custom website developed
    6. Acquire high-quality, organic back-links

    You may have heard some of these things before, but have you heard about what NOT to do?

    1. (In most cases) DO NOT pay a local directory site to be listed next to several other dentists in your town.  In doing this, you are paying that directory site to outrank YOU. That’s right. Advertising on these websites helps the directory website outrank your website. INSTEAD, get first on Google and bump the directory site below yours. Invest in your own website.
    2. Change keyword focus to frequently or have a broad list of keywords. This will “water down” the strength of your campaign. There comes a time when it is appropriate to expand your keyword reach, but this doesn’t typically happen in the first 6 months.
    3. Ignore bad reviews. Bad reviews can undo all of our hard work to get you ranked. Instead, ask about our ORM (online reputation management) services to attain a 5-star reputation.


    Call Grace to get a free marketing plan. (847) 629-4646

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    Gunshots Saved My Daughter’s Life

    Thursday night around 10pm, I was getting myself ready for bed when I heard 8 gunshots outside of my house.  I live in a  safe neighborhood in the suburbs. It was rare to hear such a thing. I checked if my husband had heard it and he confirmed without any doubt that they were in fact gunshots.

    I immediately called the police to report the incident and within minutes saw the squad cars circling my block. It should come to no surprise that I wasn’t going to sleep anytime soon. My husband had no problem falling into a very deep slumber, as I lie awake watching my 3 month old daughter sleep.

    Out of the blue, she wakes up to clear her throat and without warning starts choking. I’m not exaggerating here. She made no sound and started frantically waving her arms about in a panic. I quickly picked her up, flipped her over and started hitting her back as I learned in CPR.  After about 8 hits to the back, a thick clear mucus came out of her nose and mouth and she started to cry.

    Despite my loud screams to my husband (who was sleeping peacefully in the  next room), he didn’t wake up or even hear me. I then was faced with a decision. What to do next. The baby was now fine. She wasn’t even upset and went back to sleep. I however wanted an answer. I wanted it now.

    I called the only person I know that is always awake, my Aunt Wendy. She advised that I call her pediatrician. I talked to the doctor on call who said to elevate the babies bed and call in the morning for an appointment. I followed her advice.

    At  my appointment the next day, her doctor asked about the incident. He had no idea why it had happened and said not to “lose sleep” over it. Seriously?! Well that’s ridiculous advice.

    After being given very little useful advice from her doctor and not wanting to “wait for it to happen again”, I started Googling. The research continued for several nights as I sat awake while my daughter sleeps. Finally, I stumbled upon something that made sense… a possible solution to my problem. I learned about milk allergies and mucus in infants. The symptoms aligned with her symptoms, which I hadn’t noticed before. As a first time mom, I thought all babies were noisy breathers while they sleep. I thought dry skin was normal for her. Her ridiculous amounts of gas, well I’ve always thought that was excessive and painful for her, but didn’t think there was anything I could do about the “colic”.

    As I read more and more, I decided to change her formula (I was unable to breastfeed.) I switched her to a formula that if she were allergic to milk she should start (most likely) sleeping better. I called her doctor back on Monday to tell him what I’d done and he said it was “an appropriate” solution.


    Well, healthcare has changed. Patients like myself are now used to finding our own  health solutions online. We don’t completely trust doctors anymore. We see physicians and medical providers pushing patients in and out with less and less time for appointments daily. We respect doctors, but feel that we can find the information ourselves online.

    When providing a diagnosis to a patient, you should give him/her material to read. Information about the diagnosis. Periodontal disease for instance can effect your patients overall health, lead to tooth loss and cause halitosis. You know this, but your words no longer carry the same kind of weight as the almighty Google.


    If I want Google to tell me that I don’t need periodontal disease treatment, I can find an article about treating periodontal disease at home. I can also find a mouthwash that fights periodontal disease instead of making an appointment for treatment. Since search engines show results based on your search, all results are biased.


    My mother called this morning. She told me about the headaches she’s getting because of her TMD/TMJ. Her dentist told her to just wear a night guard, which she didn’t feel would help, since she’s tried this before. She is now looking for a TMJ specialist in her area. You may be the best TMJ dentist in your area, but if patients like my mother cannot find you with a simple  google search for TMJ services, you are missing out on patients. Other dentists, some of which are less qualified are getting the patients that are searching for you online.

    10 years ago, a patient may have just gone to his/her general dentist and asked for treatment or a referral. NOW, Google is the solution for all of our health problems.

    Contact us to learn more about getting found on Google.

    (It’s been 2 days since my daughter’s formula change and she’s already breathing better. I’m looking forward to my first night of sleep tonight.)


    (My beautiful girl)

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