Online reviews — how do you manage the flow of the good, and address the bad? How can you prevent the bad from even going out in the first place? In this episode of Dental Marketing Mastery, we introduce NPI Crusader. NPI Crusader is review and dental reputation management software that can fully automate the process of getting reviews, posting them to the right places, and addressing bad reviews so that they can be resolved before going out to the public.



Podcast Highlights:

  • The amount of staff needed to run this software (it’s none)
  • Staff interaction is icing on the cake, not the cake
  • Where dental office reviews should be for maximum exposure
  • Email vs. texting to get reviews
  • Practice management software integration

Podcast Transcription:

Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.

Howie: Hello, everyone.

Mark: Hello Howie.

Howie: Yeah. Hello, Mark, how you doing out there?

Mark: Good.

Howie: Very good. Well, it seems to be a day where we’re talking about new things. And we’ve got yet another new thing, do we not?

Mark: We do. This is this is new thing. The prior new thing should be important to every dentist, but I think it’s going to take a little while for some to gravitate toward it. The second new thing I think, is already top of mind with most dentists and that is securing a consistent number of five star or very positive online reviews and dental reputation management. And at the same time, managing any disharmony that might exist that you don’t know about within your patient base. I think those are top of mind on dentists’ mind right now.

Howie: Yeah.

Mark: There are many obvious benefits to online reviews and dental reputation management. It’s not a perfect world. It’s not a perfect science. We only get to play in the public playground, right? We don’t own the playground, we only get to play in it. So when you go to play in somebody else’s playground, it’s kind of nice to sit on the outside and just take a good long look at how all everyone is playing. Right.

Okay, you formulate your strategy before you go in and play otherwise you go in and get a dodgeball to the face, you end up crying and leaving the playground, right? So, so there are many, many, many, many people in the review space, there’s like RateABiz, RateADoc, there’s Yelp, there’s Yext, there’s Facebook, Google, there’s a million places right to leave or Angie’s List, there’s a bunch of right, you know, to leave a review. And so that’s one issue. One issue is, or one question to the dentist might be, should I concern myself with my online reviews my online dental reputation management? And our answer is, unless you’re selling your practice day after tomorrow, yes.

Howie: Yeah.

Mark: Right?

Howie: Right.

Mark: There’s no, let me ask you the counter question, when Wasn’t it a good time for dental reputation management?

Howie: Yeah.

Mark: Okay. So that’s the other. So it should be obvious that dental reputation management is important. Okay. So having said that, how do I, how do I get? I mean, this is my staff that I couldn’t get to talk really nice about me in order to get referrals from patients. I’ve been trying to get them to systemized the process of asking patient for referrals. Since I graduated dental school, how am I going to get my staff to ask my patients to do something that might take five or six clicks on their phone and leave me a review? And the answer is, that’s where most of the systems fail. Okay.

Howie: Yeah.

Mark: That’s that right there that that that feeling in the doctors mind right now. That’s they’re sitting there going, Oh, Jesus, something else I have to ask my staff to tell. Since the previous 67 things I’ve asked my staff to do hasn’t worked out very well. I don’t think the 68th thing is going to work out well, either. Right?

Howie: My staff are immune to me asking me that.

Mark: Right. So, doctors who are listening to this, hopefully you’re laughing, you know, it’s this is this is on fun, but it’s, it’s in fun, but it’s true, too, right? I mean, you know how it goes you have a team meeting, you get all excited, you have this new thing. It doesn’t matter what the thing is, it could be an intro camera could be digital x rays, it could be whatever, some kind of new treatment, zoom whitening, it doesn’t matter. It’s over your course of your career, you’ve introduced new things to your staff.

And you know how it goes, everybody’s all excited you have a meeting, maybe there’s some training, maybe there’s even certification involved and everybody goes back in that week, everybody’s jacked up. And a month later, everybody says, what the hell did we meet on last month? Why you don’t even remember it? Right? It just poof just kind of goes away. So when it comes to your online dental reputation management, it is more important. It does require some staff interaction. But the cool thing is, is that the staff interaction needs to be the icing on the cake and not the cake. Okay, so here’s, here’s what we’re talking about. Here’s what how, why Howie started this with the second thing comment. We’ve previously just announced NPI concierge.

That’s the system that connects your scheduler with your practice management software, and today, we’re announcing NPI Crusader. A Crusader is someone who goes out and is an advocate for someone else. In the old days, the real old days, a crusader was a guy with a shield and a spear, right, go out there, and rape and pillage and take over territory and you know,

Howie: Yeah, that this is a little bit different than

Mark: Yeah, this is the one that we don’t Yeah, we’re a little more civilized than that. Right? So Well, what we want is we want your patients to become your Crusaders, your advocates, right. And the community, we want them to advocate, advocate you is online, we want them to give you really good dental office reviews, and we want them not just to give you a really good reviews because really good reviews on the wrong review site is I’m not going to say it’s worthless. But,

Howie: Next to.

Mark: It has marginal worth.

Howie: Yes,

Mark: It’s a nice way to put it. Okay, so, but five star dental office reviews on Google and Facebook. And they pile up. And when they pile up, they have a really good impact on your online presence on the conversion from a search screen. Um, and they definitely increase brand awareness, they definitely increased your new patient numbers. So here’s See, here’s what you need to do you need to go do a search for your practice.

Just type in I don’t know your town dentist, Albuquerque, NM for New Mexico dentist and look at your website listing the way a prospective new patient would look at it. And then look at how many Google reviews you have versus your competition. If you aren’t the King of the Hill, you should consider NPI Crusader. Okay? Now, here’s why. Then again, just like with concierge, this has been in in ridiculous vetting process. It all really comes down to how simple is the solution for two main people, one my staff to the patient.

Because we already know what happens if we email invitations to give me a review, almost everyone is listening to this, who has one of the patient reminder, systems out there the smile, the reminder, demand force lighthouse, all those kinds of programs, they almost all have an email or something that you can send out to solicit referral or excuse me solicit reviews from your existing patient base, okay. But then this creates a whole bunch of other problems.

Well, first of all, emails are going to get responded to about 70% less. So there goes your numbers, right, what you want to do is you want to send these by text. So that’s the first thing. First thing is really technology. Okay, your most of you are using the wrong technology for this purpose, you want to use the text. Now, you also want it to be integrated with your practice manager software. And the main reason you want to integrate it with the practice management software is to make it so that your staff doesn’t have to remember or do anything.

Not one thing, they I was joking, I was in front of an audience I was speaking and I you could literally call in sick. As a front desk, person working at the front desk, and your text reminders to your existing patients that came in that day, asking them to give you a review, they would still go out. Okay, you literally can call in sick and the system will still work behind the scenes and get that here’s what that’s going to do. That’s going to do a couple of things. It’s going to make it consistent. And the end result is this is going to drive volumes of dental office reviews. And that’s what you want. Do you want volumes of reviews?

Howie: Yeah, I would. I would absolutely agree. But I have a question though. What? What happens if the practice gets less than five star? Is that what happens?

Mark: That’s the right. That’s the next thing that that’s the segue. Thank you, Howie. That’s the next thing I was going to go into, which was okay, we want volumes. And we want volumes. Because at this point, we don’t care, really, the quality of we don’t really care about the quality yet. We’re going to care really soon. Okay, but right now, we just want the volume to pick up because if you go look at your listing, you don’t have hardly any reviews. Or you’re not the King of the Mountain in your local community. And you need to be the king or queen of the map.

Okay, so volume is your first concern. The second concern is what Howie brought up is okay, now that I have a volume of review, of reviews, how do we get the good ones onto the right websites? And how do I get the bad ones not to be on the internet. And the whole idea behind this is basically, the patient gets a text, they click a smiley face or a frowny face. The smiley face ones, go to Google, Facebook, whatever your patient has an account for on their phone.

And then the frowny face ones go to a review page that is not posted in a public forum. So they get to rant and rave about whatever is troubling them about your dental practice, but they are only communicating that to you. So what you’re doing is you’re allowing the disgruntled patient to get that out of their system without it becoming public content on the internet.

Howie: Oh Yeah, And of course, you know, being responsible dental practice, we know that you are you want to know if somebody is unhappy?

Mark: Absolutely,

Howie: Yeah, jump on it and fix it.

Mark: So you jump on it and fix it. And then

Howie: You don’t necessarily need the whole world to know.

Mark: No, no, no. Yeah, exactly. So, um, so though, well, if it’s a great review, you get notified. If it’s not so great, you also get notified. Okay, yeah. So either way, you’re going to get notified. Right. So you’re going to instantly get notified every time you get a new review. And every time you get a new review, that’s not so good. Now, it purposely, the system purposely orchestrates or tries to drive as much traffic to Google reviews, and Facebook reviews, if you ask me, which is in priority order, it’s going to be Google first Facebook second, but it’s like 1 and 2 A. Okay. So that’s going to try and drive your patience toward those two, one of those two websites first.

Now, remember, this is a patient with a phone, you sent this via text. Patients are on their phones a lot. And they’re on Facebook and Google either that through your Gmail account a lot. And guess which device has their password, it’s their phone, so that when they click the little review link that is sent in the text, it’s going to go it’s going to look at their credentials, see if their Facebook user see if they’re a gmail user, it’s going to go into the into Google into your business page, your review area in Google and sit there with five stars, waiting for them to tap, and then type in the description of their what happened to this today at your office. It’s driving them there because their credentials, their login, their password is on their phone. Okay?

So it could be this goes back to me saying it’s difficult for most patients to give reviews. If you’re the patient, you get a text. Now just think to yourself about what happens when you get a text. Your phone goes beep. You look at it. And in it, there’s a link, all you have to do is click the link. Okay. And then it comes up with smiley face frowny face. Okay? So if you click smiley face, it goes right to your the practices, right to your properly address to review page, waiting for them to give you five stars. That’s how many steps it takes for a patient to do.

So remember, at the beginning, I said a lot of these review and dental reputation management systems fail because it’s hard for your staff to use. Then I said, your staff doesn’t even have to be at work to use this one. Okay. Okay. Then I said other review and dental reputation management systems send them via email, which makes them much harder to use than text. Okay, this one sends it via text, and it’s literally you click the link, click the smiley face. And you are either on Google reviews or you are on Facebook reviews, their credentials are already processed, they’re bright exactly where they need to be to leave a review.

So it’s a one click step for your customer, so are your patients so it’s easy, real easy. So when things are easy for your staff and things are easy for your patients, what happens? You get more patient reviews. And what happens when you get more patient reviews? You become the king or the queen of the mountain in your local market. And what are we all about? Making kings and queens and local dental markets. That’s what we’re about. Right? So,

Howie: That’s what we do.

Mark: This is a little piece, okay? It’s an important piece, okay. But it’s a little piece that it’s in it’s real affordable, 149 bucks a month, and there’s no contract. And if you don’t like it, for some reason, get rid of it. No big deal, right? It’s not a marriage. It’s a month by month thing.

Howie: Wow, that sounds great.

Mark: Right. So, um, so your takeaway is, is if you don’t, if you’re not the king or queen of the mountain in your local market, chances are it’s too difficult for your staff or they’re too involved or it’s too difficult for your patients or they’re too involved. And with the right solution, you minimize both of those and guess what happens? You end up with the best reputation in your local market. And that’s

Howie: With a lot of Crusaders.

Mark: A lot of Crusaders. That’s right. So that’s anyway, that’s NPI Crusader. If any of you have any, you don’t have to be our customer or client already to have that you just you can call and just order it from us. But of course, if you are a customer, we have lots of bundles that make it even more affordable. You know, if you’re interested in concierge, or dental web content bundles, it’s almost free. So anyway, that’s NPI Crusader.

Howie: Thanks a lot, Mark, and to our podcast listeners. Thank you as well, and we’ll see you again soon.

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