We continue our discussion on dental implant promotion with part 2! In part 2, we go a little deeper into sending the right message, using Google Adwords, doing market research, and managing your campaigns.
Sending the right message to consumers
Avoiding before/after photos
The challenges of dental implant promotion
Correctly using pictures and testimonials
Google AdWords for dental implant promotion
Knowing whether or not you are in a competitive market
Utilizing the correct media types
Who should manage these campaigns?
Combining your practice’s marketable attributes with implants
Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by Dental Web Content dot com and New Patients Incorporated. I’m Howie Horrocks, the founder of New Patients Incorporated, along with me once again, is my friend and partner and the president of New Patients Incorporated, Mark Dilatush.
Howie: Hello, everybody. Welcome to our podcast once again. And we are so happy to be with you. Mark, how you doing out there on the East Coast?
Mark: I’m doing fine. It’s March, I don’t know 19. And it’s still 40 degrees. So we haven’t quite had Spring yet. We’re supposed to get another nor’easter like tomorrow and the next day. So whatever we’ll see. All of a sudden, it’ll be 80 degrees and I’ll be mowing my grass.
Howie: Yeah, you can put away the snowblower for the season again.
Mark: That’s right. It’s just the way it is.
Howie: Out here we’ve never heard snowblower. What’s that mean?
Mark: I know, I know, it would create too much dust.
Howie: Anyway, in our last podcast, we touched on implants and how to promote that particular niche. And we thought we’d kind of continue along in that vein was some other ideas regarding implant niche, right Mark?
Mark: Yeah, it’s um, I mean, we have a, I don’t know, a couple thousand downloads, and, and this one happened to be quite popular.
So, we went down the list of the things we talked about last week in our podcast, and we figured you know, what? Why don’t we just continue on in more detail? With all the things that we discussed last week? Because clearly, there’s an interest out there among dentists on how to promote dental implants.
We as a company promote, I’m not gonna say primarily, but I’ll say, no, yeah, no, over 50% of our work is, you know, promoting the benefits of dentistry, to the top half of the dental market. And the five countries we work in for the purposes of capturing more than their fair share of good quality new patients from whatever market there.
And I mean, that’s basically the probably 60-65% of our, our work. The other 30-35% is niche marketing, and dental implants and the benefits of dental implants are a niche in dentistry, actually a very popular one. And one that it’s really not that difficult to promote, you just have to, well, you have to budget it correctly. And you have to apply that budget correctly. It’s just like anything else.
Howie: Yeah. And you have to target it correctly, too.
Mark: Yeah, yeah.
So last week, we started off talking about what to say. And we talked about, you know, all the different benefits of dental implants. And we listed a few right, we listed replacing missing teeth, anchoring dentures, right, we talked about the vignettes that you can build.
You don’t have to talk about a story, you don’t have to tell, you know, it doesn’t have to be a manual. You don’t have to have a video of a bloody implant site.
Right? In your advertising, you don’t even have to have a picture other than maybe a testimonial picture from one of your patients, who was very happy with their implant. And it took less time and less effort. And there was much less pain than they ever thought. Maybe that’s the only picture you ever need. Because it’s very difficult.
Dental implant promotion is, it has its challenges. It’s very difficult. or impossible, actually, to give a consumer before and after.
Mark: Because the after looks like their teeth.
Mark: And then if you get sucked into giving them the before, then you have to explain how you got to the after.
Mark: That’s where you get those gross pictures. And even if you make a cartoon out of it with a little beaver and an elephant, it doesn’t matter. It still looks like somebody’s screwing something into my jaw bone. Right?
Howie: Yeah, nobody gets up in the morning and wants and says the themselves “I think I’m gonna go get a titanium screw put in my jaw today.” Nobody’s looking forward to that.
Mark: Right. Exactly.
Howie: Said nobody ever.
Mark: Right. So so let’s let’s all agree that dental implant promotion has its challenges. It’s it’s you can’t unless you’re in a group of dentists. You can’t really impress anyone with its function, or its aesthetics before, versus its function or aesthetics after not in an advertisement. Not in a vignette. Not on television, not on your website, not anywhere you you just can’t. Right. So you’re you’re, I’m not going to say you’re limited, but you are more limited than you are say with ortho. Right or witening or cosmetics.
Mark: Right. Well, you know, here’s another one sedation, it’s very difficult to take a picture of sedation.
Mark: There’s no, “okay, I was awake now. I’m asleep.” Right.
So, so dental implant promotion does have its challenges, which means the word it just gives more importance to the other ways, or the other pieces of an of an advertising puzzle. So you can’t really use too many pictures.
But you can use pictures of patients, you can have testimonials, those are awesome. In many cases, those are better right than just showing the difference between a missing tooth and a tooth, that’s now reappeared. Um, you can talk about the many benefits, we touched on that in part one.
You can also combine those benefits, there’s cosmetic dentures. There’s a brand name for those. You can go, you can combine it with the sedation, you can combine it with same day dentistry, you can combine it all over the place. And again, you don’t need to have pictures of your actual work, you can just simply have testimonial.
When you line up your advertising and you begin to build it, whether it’s your web page, or your mailer whatever you’re building, you would have a testimonial of a patient who just needed to have their missing needed to have a missing tooth repaired. You can have a testimonial from someone who’s denture slipped and drove them crazy for years and “I went to Dr. Smith’s office and they solved my problem.” And just take their picture and put their little caption underneath of it, you can get a man, let’s say who really doesn’t have the time and nor the inclination to come back to your practice three, four or five times to get this whole case done.
But you were able to do it in a reasonable amount of time and work within that person’s schedule. And fear. There’s another big one that almost nobody talks about when they’re talking about dental implants is combining fear with the dental implants, you know, implant process. So.
Howie: There I’m sorry, go ahead.
Mark: No, no, I’m just we touched on the benefit based marketing. And we touched on the vignettes in the in part one, and I want to make sure in part two, that everybody understands what we’re, you know, what we meant by that, that there are many there’s almost nearly endless combinations, depending on the marketable attributes technology that you have, in your practice. There’s almost limitless marketable attributes to fill a page or fill a mailer or fill an ad or what have you. There’s almost limitless things to talk about on your Facebook page.
Howie: Yeah, you know, a thing that goes to a particular age group, the older, the older folks, one of the most wonderful things that they’re so thankful for is now they can eat what they want, they can actually taste their food, they don’t have a plastic covering over their palate, so that they can’t taste anything. these are these are huge, huge benefits.
Yes, the implant market and and if they’re not, you know, if they’re not a candidate for implants, well, then you can you can promote if you’re able to in your practice, you can promote your, you know, like the fountain of youth dentures, or some of these other more cosmetic type dentures. And so the they’re not going to lose out. Either way, if they don’t have enough bone for a regular implant, maybe a mini implants situation will work. Bunch of different combinations there, you almost can’t lose in this area at all.
Mark: So, so let’s let’s say that we really did sit down and as a dentist, and we really did consider “Oh, my goodness, yeah, look at all the different.”
And some of you will do implants, right now you probably heard the stories from your own patients.
You know, you come they come back 6 months, 12 months, 18 months later, and they tell you stories. “Hey, Doc, I can taste my food again. Hey, Doc, this is awesome.” Look it doesn’t. Or Hey, Doc, I you know, what if it’s a widower, or maybe someone who was recently divorced, “Hey, I’m, you know, I’m back on the dating scene again,” right? Because
Howie: Oh, yeah.
Mark: You know, the appearance is so much better or or, you know, I mean, the, the life changing pieces of that are nearly endless.
So let’s assume you have your list. And you have and there’s plenty of things to talk about. And there’s plenty of things to talk about without putting a gross bloody video or a gross funny picture somewhere. Right.
So where do you promote it? Well, all right, we went through last time we went through the internal I think we exhausted that. What I believe we talked about the external senior mailers.
Let me give you another certainly a potential. And we, we always try to be as informative as we can on these podcasts. We try not to say it depends on your market. But with dental implants, specifically. And specifically with Google AdWords campaigns. We’ve seen them work wonderfully, to get implant patients into practices. And we’ve seen other markets struggle.
So it’s it’s not as consistent as other media types. Or that dentists think it would be, but it can be so it’s definitely worthwhile, you know, considering.
Howie: Ooh, Google AdWords. That’s great. That’s a great subject. Let’s, let’s, let’s stop right there, Mark.
Howie: Take a break and come back. And perhaps we can get in into that very interesting subject a little bit more. So don’t go away. We’ll be right back.
Hey Mark, we should tell people about this new product, we have NPI Command. Ah, well, new, probably new to the podcast listeners, but not new to the customers who use it. So let me go through on the finer points. NPI Command is a system we use. It’s an artificial intelligence system that creates decisions on where dentists, our clients, should put their pay per click money when they do Google pay per click ad campaigns.
If you’re someone who’s already done them, and you’re probably frustrated by the cost of the negative clicks, well, if there’s an artificial intelligence platform, monitoring your negative clicks, you can see immediately how doing these on an artificial intelligence platform will allow for a faster build, and the faster allocation of the advertising money to the places that are bringing in good clicks. Because with every PPC campaign, there’s sources of bad clicks and sources of good clicks. And the whole idea is to throw all your money and the good ones and pull your money from the bad ones. So NPI Command is our PPC department. And it’s not just an department of humans, it’s an artificial intelligence platform as well.
Howie: Alrighty, we’re, we are back, we were talking about him implant and implants and the dental implant promotion.
Specifically, we were sort of zeroing in here on Google AdWords, right, Mark?
And, and again, I mean, we really would need to analyze, whether it’s mail for you, or AdWords for you, or a different media type for you, depending on what we see in the analysis, you know, in your specific market.
But having said that, um, Google AdWords can be a very good source of new implant patients. It depends on a lot of things. And like I said, before the break, we try not to say that it depends, but let’s be real. I mean, it really does depend. That’s why we have we have these initial analysis that that we do for AdWord or potential new AdWord campaign clients. That’s why we do them, because we don’t know.
And let me give you an example. We’ve got a dentist that engaged us last week and beautiful, beautiful new practice. Let’s just say a town where lots of government is. And we did it, you know, we did she, she wanted to look and see which niches she could or should promote, through Google AdWords.
So off, we went, and we did an analysis. And if I asked 100, Google AdWords campaign managers that work with dentists throughout the US if I asked 100 of them, if they thought this market would be very competitive, or wide open 10 Google AdWords professionals would say “no, no way that’s a really competitive, it’s going to be a really competitive market, I don’t even have to look, I don’t even have to do the analysis, I can just tell you, it’s going to be really competitive.” And you know what we were one of them.
Before we did the analysis, we actually did a consult with the doctor and said, “Hey, Doc, we’ll do the analysis. But I wouldn’t expect implants to be very high on your list of you know, of priorities, priority uses of your AdWords budget, we think it’s going to be too competitive.”
Well, lo and behold, when we get the analysis back, we find that there are dentists that are advertising on Google AdWords in her market, so that was correct. We were correct there. We also found that there were dentists in Texas, advertising and Google AdWords for implant patients from let’s just say the metro DC area we thought that was a little odd.
And then there was a prosthodontic association, an association. Wasn’t even like, it wasn’t even a dentist. It was just you know, an association, who was paying for AdWords.
So what, what we saw when we did our analysis was well for implant related search terms and phrases. Some of these dentists were 20, 30, 40 miles away. One of them was from Texas, one of them wasn’t even a dentist. It was an organization that right? So we’re sitting there going, “Oh, my God, look at all these people who don’t know the first thing about managing an AdWords campaign.” And they’re all managing it that way in this major metro area, that almost everyone that does add words for a living will tell you that would have thought it was very competitive.
Well, so we grab it, we’re all excited, of course, because we’re, we think, I mean, I mean, we found it’s kind of like turning over a rock in a river and seeing a gold nugget, right, there’s a big gold gold nugget underneath this rock with the water, sun shining on it, and we’re like “Ye haw,” this is going to be great.
So and the other thing we find is we find the dentists were spending anywhere from 435 to I think it was 1100 dollars a month in this market for search terms and phrases that have anything to do with, you know, dental implants. And we know, we know what that means.
We know that, that if we take 1000 or two and apply it to that same market, and give consumers who are local to that office, not someone from Texas. If we actually control the campaign, how many, how many more how many more implant patients this dentist is going to get, right. So now so then we went down to the other niches and went down.
Well, we actually always put General Dentistry and emergency dentistry in the list, but we went down into Invisalign, sedation and cosmetics. And it was amazing to find how rich of an opportunity this was for as little money as we would have to have this client put out in order to you know, start getting these phone calls.
So anyway, here’s here’s my point. My point is, is that Google AdWords can absolutely positively be or should be one of the things you consider when making the decision that you’re ready for some more implant patients for your dental practice. I’m not saying it’s going to work in your market, I haven’t analyzed, we haven’t analyzed your market yet.
Okay, now, I’m not going as if you’re in a competitive or if you even think you’re in a competitive market. This lady thought she was in a competitive market. And we thought she was in a competitive market. And it ended up being that she wasn’t so, what we’re telling you is, is get the get an analysis done.
What here’s what that does; it actually it actually prioritizes the niches that are available to promote in a given market area. So in like in this lady’s case, we had general dentistry, emergency dentistry, Invisalign, sedation, cosmetics and implants. I think we had six subjects, and their their number 1, 2, 3, 4, 5, 6. The order they’re put in is in number one is your is your best chance of success.
Because there’s so few people promoting it and so few people promoting it correctly with so low of a budget. We all be able to penetrate that on AdWords in no time. And begin to get your phone calls all the way down.
You know what, that’s number one.
Number two is, you know, a little more competitive number three and a little more competitive yet. You see how it goes 1, 2, 3, 4, 5, 6 that way before you even start dental implant promotion, you know, whether or not AdWords is even viable. Because I tell you what, there’s a boatload of people out there wasting timid budgets, in markets that they don’t even, they shouldn’t even be in them.
Howie: Oh, yeah. I mean, I talked about a waste of money. You know that that’s why it doesn’t bother us to, you know, actually charge a small nominal fee for a look, see. Because without it, you’re just inviting the dentist to throw his or her money away?
Mark: Well, yeah, but, I mean, it takes a couple weeks to get these and, you know, it takes labor it takes, you know.
Howie: It’s a study.
Mark: Yeah, you and I aren’t going to retire. But we can pay our team. And and they really do a good job at laying it all out, anyway.
One of the things, one of the venues you can use in your perhaps in your market is Google AdWords, for dental implant promotion, you can use Facebook ads to promote implants. We’ve been wildly successful with senior mail, senior mail is basically it’s a mailer, it’s a very tightly targeted; age, household owner age, and income, credit worthiness, distance from the practice.
And then we basically just build the four or five, six or seven, you know, attributes of your practice that would be attractive to, well, hell, people my age, I’m 57, right?
So why not? Right, and then you just keep delivering them to those people until they have a need. And all of a sudden, boom, there you go.
There’s, there are other aspects or other ways we went, we we went a little bit into the organic, the internal promotion. We talked a little bit about, in part one. We talked a little bit about what when you’re starting out with dental implants, at least all the dentists that I’ve ever been involved with, like to take their time, spread out their cases, and they get a little picky. you know, what their cases.
And if they get one that you think is a little bit above their pay grade, you know, or their experience level, they like to bring in their instructor and have them, you know, watch and so on and so forth.
So, you know, again, before you go external, before you go external in mail, or before you go external in Ad Words, before you go external in anything. Um, you know, you should probably be able to get those first 35 or 40 cases, just from your own existing patient base. You ought to be able to find all the patients in your practice who are over, let’s say 45. You ought to be able to create a mailer just for them, or an email, we’ve got the, all the content for you, and get that information out to them.
Get your first few cases up underneath your belt. And then go out into the mail or into AdWords or we have clients that do all of it. They do you know, our warning there would be don’t ever over promote a niche at the harm of the family side of your practice.
Obviously, unless you’re a periodontist, or an oral surgeon, or, you know, if you’re a general dentist, and you have a budget of whatever, $50,000 a year don’t spend $49,999 on implants. And $1 trying to get one, you know, family, good solid family patients into the practice that would.
Howie: Yeah, that’s what we call the niche trap. We talked about that before, you don’t want to trap yourself as just the implant dentist.
Mark: Exactly. Besides that, enjoy. I mean, we have, Howie and I have, you know, become you know, good friends with clients over the years and watch them, you know, through their 30s and 40s. And watch them get to the point where, you know, they they begin doing, you know, implants or sedation or sleep apnea treatment or what have you, you know what we should do for one of our next podcast, we should start talking about sleep apnea treatment too Howie.
Howie: Well, yeah, yeah, let’s do. We had Kent Smith on one time. We didn’t really talk about it in detail with him. But yeah, let’s do.
Howie: All right, well, well, that’s all we got for you for today. Be sure and tune in next time, and we’re really glad that you’re out there listening. Thank you very much. Bye now.