Unleash the Power of Dental Marketing

Unleash
the power of marketing

Unleash the Power of Marketing

Introduction

The Art and Science of Marketing


Introduction
Objectives
‣Understand more clearly the impact marketing has on a
veterinary clinic
‣Learn
specific strategies and tactics that will increase
new-client flow, profitability and brand value.


Introduction
Key Topics:
1. The Inﬂuence of Brand-building on Marketing Success
2. Online Marketing Breakdown
3. Understanding and Using Social Media
4. Personality Proﬁle and Presentation Methods
5. External Marketing Tactics
6. Referrals Building Methods
7. Marketing to Female Consumers
8. Marketing Plans and Why You Need One
9. Avoiding Marketing Mistakes and Pitfalls


Introduction

What is the purpose of marketing?


Introduction

The purpose of marketing
is to shorten the sales cycle.


Introduction

“Sales Cycle” in a veterinary clinic:
1. Client chooses a veterinary clinic
2. Client complies with vet recommendation
3. Client remains loyal and re-visits clinic as needed
4. Client refers friends or family to clinic

Compliance is the key activity in the sales cycle


Introduction


Introduction

Hunting or Farming?
‣Hunters eat what they kill
‣Hunters often go hungry
‣Farmers harvest for future rewards

Customer Service

Public Relations

Advertising

Customer Loyalty

Branding

e-Commerce

Introduction


Introduction

Marketing Strategy?
or
Marketing Tactic?


Introduction

A strategy is an overall plan


Introduction

Examples of marketing strategies:
‣Improve the technology image of the clinic
‣Acquire 20 new clients per month through referrals


Introduction

A marketing tactic is a
speciﬁc tool or method.


Introduction

Examples of marketing tactics:
‣Begin a pay-per-click advertising effort
‣Implement a monthly direct mail campaign


Introduction

4 Marketing Targets
1. Branding / Identity
2. External Marketing
3. Internal Marketing
4. Presentation Skills


Brand Building

Sergio Zyman quote:
“Building a brand means planting your business in
the reward behavior area of a customer's brain—
the same area that responds to chocolate, love,
and beauty. It is being ﬁrst and foremost in the
mind of a customer when they need your service,
and they should feel a sense of reward just by
thinking of you.”


Brand Building

The Inﬂuence of Brand-building
on Marketing Success


Brand Building

What is a brand?


Brand Building

A brand is not a logo.


Brand Building

What is a Brand?
‣Abrand is a company’s reputation and
promise of quality and excellence


Brand Building


Brand Building

Brand Equity and Brand Loyalty


Brand Building

What is “Brand Equity?”


Brand Building

Brand Equity: Deﬁnition

Brand equity is the
perception of value or
superiority of a product
or service in the eyes
of a consumer.


Brand Building

Brand Equity in a
veterinary clinic
is expressed in the form of
consumers choosing the clinic
and following recommended
treatment with little or no
regard for price.


Brand Building

What is “Brand Loyalty?”


Brand Building

Brand Loyalty: Deﬁnition

Brand loyalty is a client’s
commitment to continually
repurchase a product or
service regardless of the
marketing pressure
generated by competitors.


Brand Building

Brand Loyalty in a
veterinary clinic
is expressed in the form of
clients continually returning to
the clinic with little or no
regard for competing options.


Brand Building

Your Brand is Your Reputation


Brand Building

Branding Deﬁned
‣ A strong brand will protect you from economic
volatility and competitive challenges
‣ A great brand is a buffer.


Brand Building

The Art of Leveraging Giant Brands
‣Intelligent
marketing strategies always include leveraging
the power of nationally recognized brands.

®HEARTGARD and FRONTLINE are registered trademarks of Merial. ©2010 Merial Limited, Duluth, GA. All rights reserved.


Identity Development



4 steps to a great identity
1. Create a clear vision statement
2. Design a great logo
3. Develop a tagline
4. Establish design standards



1. Create a written vision statement
‣ How will you treat each and every client?
‣ What level of service will you provide?
‣ What is your promise of clinical excellence?



‣Logos can change



‣Use your logo everywhere possible



‣ Develop a meaningful and concise statement
that captures the essence of your clinic.
‣ Sell the beneﬁts – not the features

Improving Lives One Pet at a Time! (beneﬁt)

Full Service Veterinary Care (feature)



Samples of Taglines
‣ Your Pets Deserves Our Vets
‣ Caring for Pets and Their People
‣ Warm Hearts for Cold Noses
‣ All Creatures Great and Small



McDonald’s is Your Kind of Place (1967)
You Deserve a Break Today (1971)
Have you Had your Break Today? (1995)
I’m Lovin it! (2003)



4. Establish design standards for
your marketing materials
Design standards consist
of fonts, textures, shapes,
color schemes, photos
and even language style.



4. Establish design standards for
your marketing materials


Website Design

Choosing The Right Domain Name
‣www.somanypeoplemakethemistakeofcreating
complicateddomainnamestobecreative.com
‣Always get a “.com” (avoid “.net” “.biz” “.info”)
‣Easy to remember and type
‣Absolutely NO hyphens


Website Design

Website Design
‣Hire a professional that follows market trends


Website Design

Website Content (Content is King)
‣Hire a Copyrighter or Editor
‣Simplify Your Homepage
‣Have A Solid About Us Page
‣Testimonials and Awards
‣Make it easy for them to contact you
‣Content
should say less of “Look at me”
and more of “This is how we can help you”


Website Design


Website Design

Typical Source of Website Content
‣ Veterinarian writes it — 56.2%
‣ Staff Member — 27.2%
‣ Friend or Family Member — 9.5%
‣ Consultant — 29.5%
‣ Templated veterinary websites — 17.8%


Website Design
Mobile Websites


Search Marketing

Why Search Engine Marketing?
‣Local search for grew by 86% in 2009
‣Expected Growth in 2011 94%


Search Marketing

Why Search Engine Marketing?
‣86%of local searchers follow up with a
phone call or visit
‣61% end up making a purchase


Search Marketing

Who Rules the Search Engine Market?
2 billion global searches a day

Everybody Else
3%

72% 15%

10%


Search Marketing

Four Critical Factors of SEO
‣Site architecture
‣Content (relevance)
‣Links (trust & authority)
‣User action


Search Marketing

Search Engine “Gardening”
‣SEO creates “organic” results
‣Organic trafﬁc is always free
‣Searchers trust organic results
‣Success requires ongoing attention
‣Easier to maintain once established


Search Marketing
On-Site Factors That Inﬂuence SEO
‣ Age of Site and Content
- The expiration date of the domain (1yr. or 5 yrs.? )

‣ Structure of Site
- Site map and menu structure follows best practices
- Site code is clean and easy to analyze
- Text is readable and not in graphic form (Flash is bad)

‣ Keywords throughout the site
- Keyword use in important tags
- If density of keywords is too high can be a penalty

‣ PPC usage
- Google shouldn’t be biased but they are.


Search Marketing

Off-Site Factors That Inﬂuence SEO
‣ Overall popularity of site
- Popularity of site within topical community

‣ Overall popularity of linking sites
- Popularity of linking sites within topical community
- Age of links is weighed heavily. Old is good.
- Too many too fast looks artiﬁcial and can be a penalty

‣ User Actions
- Time spent on the site and number of pages viewed
- Did the user bookmark the site?
- Returning visits are excellent


SEO
Organic
Search
Results


SEO

Reviews


SEO
Map Listing


SEO

Paid Ads


Search Marketing

Common Misunderstanding
Don’t expect your website to be listed on
search engines the day it goes up. Google for
example, in their ﬁne print, estimates 6-8
months for your site to be listed completely.


Search Marketing

Beneﬁts of Using an SEO Company
‣Understand in-and-outs of all search engines.
‣Keep keywords fresh, and up-to-date.
‣Can speed up the listing process.
‣Monthly analytics reporting


Search Marketing
Pay-Per-Click (PPC) Advertising
‣PPC are sponsored links on Google, Yahoo!
and MSN
‣Simple to set-up and manage budget
‣Can target as many keywords as you choose
‣Results can be limited by budget
‣“Fast-Food” (Hunting) Search Engine
Marketing


Search Marketing


Search Marketing

Setup a Pay-Per-Click Campaign:
‣Create a Google AdWords account
‣Set a budget—$100 or $500 a month
‣Choose your keywords
‣Compose your ad and description of services.


Search Marketing

Website Analytics

The process of
analyzing activity
on your website


Search Marketing

Website Analytics
‣Unique Visitors
‣Page Views per Visit
‣Average Time on Site
‣Visitors by Location
‣Source of Trafﬁc
‣Browser Used


Coupon Websites

Top 4 Coupon Sites
In 2010, 367 billion printable
coupons where distributed.
That’s a 237% increase from
the year before. One third of
all coupons redeemed were
for non food items.


Coupon Websites


Online Reviews

‣Each Month 40 million people visit Yelp.
‣Yelpers have written over 17 million reviews
‣83% of them rate a business 3 stars or higher
‣Setupa free account to post offers and
respond to customers


Online Reviews

‣Over3 million consumers use Angie's List
to ﬁnd professionals in their area
‣Reviews are based on an A-F rating
‣Companies can respond to reviews
‣Each report submitted is reviewed for
fraudulent or malicious reviews.


Online Reviews

Promoting Good Reviews
‣Good reviews reinforce brand loyalty
‣Actively collect your reviews
‣Encourage clients to write reviews
‣Include good reviews in marketing materials
‣Post reviews online—Facebook, Twitter, etc.


Online Reviews

Promoting Good Reviews
‣Be Nice—Don’t take it personal.
‣Research before you respond—Find out if
negative review is valid.
‣Assure your reviewer you’ll solve the problem.
‣Keep it short—Too long and it appears you’re
covering up.
‣Remember feedback is helpful.


Email Marketing

Email Campaign Content
‣Announce New Employees
‣News Articles or Educational info
‣Promotions and/or Discounts
‣Upcoming Events
‣New Equipment or Technology
‣Client Testimonials


Email Marketing

Timing Is Everything
‣Tues or Wed before 9am
‣1/3 will open in ﬁrst hour
‣1/2 will open within 6 hours
‣3/4 will open within 24 hours


Email Marketing


Social Media


Social Media

Social Media Statistics
‣85% of companies use Facebook in their marketing strategy
‣Over 24 hours of video uploaded to YouTube every minute
‣150 million professionals have LinkedIn accounts
‣Half of all active users log into Facebook each day
‣Facebook has over 800 million members


Social Media

How Can Social Media Help Me?
‣Establishes that you are innovative and forward thinking
‣Pushes more trafﬁc to your website
‣Broadens your marketing reach
‣Improves search engine ranking


Personality Profiles

Personality Assessment Theories
Keirsey Temperament Sorter
Morrisby Proﬁle
DISC Personality Proﬁler
Myers-Briggs Type Indicator



DISC
The meaning behind the acronym DISC
D – Dominant or Driver
I – Interpersonal or Interactive
S – Security-minded or Steadfast
C – Critical-thinker or Cautious



DISC
‣18% of population
‣9% of women
‣Highly motivated, driven
‣High risk takers
‣Impatient

Must respect you to buy from you


DISC
‣41% of women
‣All about relationships
‣Require social acceptance
‣Concerned about image
‣Hate small details

Must like you to buy from you


DISC
‣45% of women
‣Hate disruption and change
‣Like to work in teams
‣Hate the stress of decisions
‣Research everything

Must trust you to buy from you



DISC
‣5% of women
‣Enjoy data and statistics
‣Ask questions about everything
‣Fear making bad decisions

You don’t even enter into the equation


Presentation Skills
The “Trading-Up” Phenomenon


Presentation Skills

Stop giving away Mercedes care
at Volkswagen Prices
Get paid for what you deliver!


Presentation Skills

Low Price or Value?


Presentation Skills

Low Price or Value?
It’s not about a low price,
it’s about value per dollar.


Presentation Skills

Low Price or Value?
Consumers LOVE to validate
their sense of self as they
purchase superior brands.


Presentation Skills

Sell the benefits not the features!
A salesman was trying to sell a stove to an elderly lady. He
described the construction features at great length, talked about
B.T.U.s, thermostats and automatic damper control. Then the
customer interrupted him with this wonderfully human question:
“Tell me, mister, will it keep an old lady warm?”


Presentation Skills

Learn to listen.
‣ Body language makes up 55% of a person’s communication.
‣ Tone and pace makes up 38% of a person’s communication.
‣ Words make up less than 10% of a person’s communication.


Presentation Skills

At the end of the day, sales is a
popularity contest. Everyone wants
to be friends with the cool kid.


Presentation Skills

Case Presentation Review
‣ Strive to become a master communicator
‣ Sell the beneﬁts and not the features
‣ Learn to quickly assess personality types
‣ Provide your clients with expanded options
‣ Position your fees so that consumers can upgrade


External Marketing

External Marketing
Tips and Tricks


External Marketing

‣Analogy of Seeds
‣Too much reach results in millions of wasted budget!
Frequency vs. Reach


External Marketing

The Impact of Client Attrition


External Marketing

Clients Move
‣ Using US Census Bureau data from 2003, 14.1% moved.
‣ Half of homeowners move without notifying the US Postal Service.


External Marketing

Other Attrition Factors
‣ Clients Die (approx.1% of US population)
‣ Clients Diagnosed with Cancer (nearly 1%)
‣ Clients Lose Jobs (1.25%)
‣ Clients Divorce (1.5%)


External Marketing

What does this all mean?
The total number of clients who move or die total nearly 15%.
With job loss and divorce the total easily approaches 18%.
This does not even begin to factor in issues such as, terminal
illness, depression, drug abuse, alcoholism and mental illness.

The client attrition rate will exceed 20% yearly.


External Marketing
Demographic considerations
1. Age of head of household
2. Home owners vs. renters
3. Household income
4. Real estate value
5. Children in the home
6. Time in community
7. Pet ownership


Branding and Identity


External Marketing

Income Level?
Never assume that consumers
who have the highest income
will make the best clients.
Studies show that consumers
with higher income levels don’t
respond as well to advertising
regardless message.


External Marketing

New Move-ins
“New move-ins” are important
for direct mail success.

Names are obtained through
utility hook-ups and city and
county records.


External Marketing

Response Tracking System
Analyze and measure the response
of your marketing campaign


External Marketing

Your Response Tracking System
‣ Simple and Affordable
‣ Tracks length of call, time of call and caller ID with address
‣ Google Map of caller location
‣ Demographics detail of the caller’s zip code
‣ Whisper feature announces that the call is a marketing call
‣ Recorded MP3 ﬁle of each call


External Marketing
Your Response Tracking System


Referrals

Seth Godin quote:
Something remarkable is
worth talking about. Worth
noticing. It’s like a purple cow.
Boring stuff is invisible. It’s a
brown cow. Understand that if
your product or service isn’t
remarkable, it’s invisible.


Referrals

Why referred clients are smart business
‣ They are less likely to be “vet shopping”
‣ They usually have fewer objections
‣ They are more likely to be long-term, loyal clients
‣ They are highly inclined to refer others
‣ The most affordable way to obtain a new client


Referrals


Referrals

Beneﬁts of a referral brochure
‣ Helps staff consistently promote referrals
‣ More informative than a business card
‣ Makes a lasting impression with powerful imagery
‣ Eliminates complicated verbal scripts
‣ Motivates existing clients to refer
‣ Every patient, every day!


Referrals

Patient Rewards
Take care of the people
who take care of you.


Marketing to Women

Women in
Veterinary Medicine
Women are rapidly becoming
a majority in the veterinary
profession. They now make
up 48% of all practicing vets
and 75% of all vet school
graduates.


Marketing to Women

Purchasing power of women
‣ Over85% of retail purchases made today in the U.S.
are made by women.
‣ At least the next 10% are inﬂuenced heavily by women
‣ Marketingto women always delivers more proﬁt than putting
the same budget against an all-male target.
‣ Women 50-75 are prime marketing targets - They have the
time and money to spend for themselves and others.


Marketing to Women

Jack and Jill Principle:
You don’t need to know Jack...
but you need to know Jill and
know her very well.


Marketing to Women

The Soccer Mom Myth
Overview of who today's female
consumer really is, how she really
thinks, and why she really buys.


Marketing to Women

The value of female clients
‣ Female clients will be much more loyal
‣ Women are more likely to be compliant
‣ Women refer more often than men do


Marketing to Women
Marketing to Women
Tom Peters quote:
“If a man is ignored by a sales
clerk, he thinks What a jerk. A
woman will think,I hate this
company.”

The small things, good and
bad, make more of an impact.


Marketing to Women

Women complain for a reason
‣Arecent study showed that of 1,000 random complaints,
more than 80 percent were registered by women.
‣ When things goes badly they get mad and stay mad.
‣ Their complaints register words like...


Marketing to Women

emb arrassed
helpless
out of control
hurt
rejected


Marketing to Women

Women complain for a reason
‣ Researchindicates that of 1,000 random complaints, more
than 80 percent were written and registered by women.
‣ When things goes badly they get mad and stay mad.
‣ Their
complaints register words like "embarrassed,"
"helpless," "out of control," "hurt," and "rejected."
‣ Business is personal and emotional to them.


Marketing to Women

Mistakes that women always notice
‣ Strong or bad odors
‣ Being in a hurry and not willing to invest time
‣ Being too pushy or aggressive
‣ Failing to provide supporting information
‣ Being proﬁled or stereotyped


Marketing to Women

Build credibility with female clients
‣ Providing access to rich content resources
‣ Selling the beneﬁts instead of the features
‣ Using credible testimonials from other clients
‣ Selling with stories and not facts
‣ Understanding the importance of facial communication
‣ Selling convenience and value over price


Marketing to Women

Jack and Jill Principle:
You don’t need to know
Jack... but you need to know
Jill and know her very well.


Marketing to Women

Women don’t just buy brands...
they join them.


Marketing to Women

Marketing to Women
Barbara K's 30 piece tool
kit is not only better looking
but the tools are sized to
better ﬁt a woman's hand
and they weigh less than
regular tools.


Marketing to Women

A Sears survey
revealed that if given
the choice of an hour
of free advice from
home-repair pro Bob
Vila or Dr. Phil, 63% 63%
of women would
chose Vila. 37%


Telephone Skills

Your On-hold Marketing System
Turn on-hold time into a marketing tool

‣ All digital device (no moving parts)
‣ Simple to update or change audio
‣ 6-10 minute message with music
‣ Professional voice talent


Telephone Skills

Beneﬁts of on-hold marketing
‣ Creates dialogue about services you offer
‣ Reduces hang-ups. (34% of callers will hang-up
to on hold silence and never call back)
‣ Can make up for a rushed or rude staff member
‣ 88% prefer messages over music only


Telephone Skills

Your hours of operation
‣ Themost frequent call times are early morning on Monday,
during lunch hours and Fridays after noon
‣ Nevertry to describe complicated hours of operation on
your answering machine
‣ Hoursof operation should be Monday through Friday
8:00am - 5:00pm (no lunch breaks)
‣ You’ll never convert a call that you don’t capture


Telephone Skills

Call Conversion!
‣ She can make or break a new client experience
‣ Director of First Impressions
‣ Clients should “see” you smiling through the phone
‣ Make training a regular priority
‣ Look for individuals with great communication skills
‣ Pay them well and expect excellence – thousands of
dollars every month can be gained or lost


Marketing Plan

Why do I need a Marketing Plan?


Marketing Plan

• SWOT Analysis of Current Situation
• Projected Return on Investment
• Marketing Budget Established


Marketing Plan

• Strategyfor Improving Brand Value
• New Client Acquisition Strategy
• Retention Strategy for Active Clients


Marketing Plan

• Brand and Identity Items Developed
• Design of Marketing Materials / Tools
• Content Publishing and Updates


Marketing Plan

• TrackingSystems Implemented
• Return on Investment Assessment
• Adjustments to Plan as Needed


Marketing Plan

Annual Marketing Budget
‣ 4-5% of collections for new, transitional or
struggling clinics
‣ 2-3% of collections for mature or already
thriving clinics


Marketing Plan

What should your clinic be spending?
‣ Clinic Annual Collections: $750,000
‣ Clinic Monthly Collections: $62,500

Annual Budget Scenarios

5% $37,500

4% $30,000

3% $22,500

2% $15,000


Marketing Plan

Client Lifetime Value (CLV)
When you know the lifetime value of a client, you can
determine how much time, effort and money you can afford
to invest to acquire a new client.

*Referrals from these clients will increase the CLV signiﬁcantly.


Marketing Plan

Patient Lifetime Value (CLV)
Calculate your CLV by determining the following:

A = Average time a client remains in your clinic: 5 Years
B = Total income over the time period (A) above: $3,500,000
C = Number of active clients: 2,500

Client Lifetime Value = B/C $1,400


Marketing Plan

Marketing ROI Variables
‣ Local economy
‣ Saturation of veterinary clinics in a community
‣ Hours of operation
‣ Ability to convert a call to an appointment
‣ Poor customer experience
‣ Presentation skills


Marketing Plan

Developing an
Effective 2-Year
Marketing Plan

Unleash the Power of Dental Marketing

Unleash the Power of Dental Marketing

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (6)

Último

Último (20)

Unleash the Power of Dental Marketing