This week, Howie Horrocks and Mark Dilatush discuss the upcoming update to their bestselling book, Unlimited New Patients, Volume 3.




Podcast Highlights:

  • Is Unlimited New Patients, Volume 3 still valuable? (Spoiler alert: YES!)
  • How dentistry has evolved over the past several years
  • Sneak peek at topics:
    • The Business of Dentistry
    • Data Tracking
    • Websites
    • Social Media
    • Search Engine Marketing
    • Reputation Management
    • Online Scheduling
    • Online Advertising
    • Call Management
  • Original book and update both free!

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, everybody. Welcome once again to our podcast. We’re so glad to have you here. And we’re glad to have mark here to How you doing, Mark?

Mark: All right. Howie you skip the week last week? I had Leon.

Howie: I know, what happened to me?

Mark: I don’t know you were, I know you were creating something I’m sure.

Howie: I don’t know.

Mark: Yeah.

Howie: We, we want to talk about something that we think is really exciting for our audience coming up. And then and that is the update to unlimited new patients. Volume three, which came out a couple years ago, a few years ago. We’re going to be coming out with a with an update from that. Very shortly. I understand.

Mark: Yeah. And the next week or so we get questions about it. We actually got questions from one of our own staff, they said, Are you going to be revising the entire unlimited new patients volume three book with this new content? Or is this going to be a separate thing?

Howie: Right?

Mark: The answer is, is it’s going to be a separate thing, Because when we went back and looked at all of the stuff that’s in unlimited new patients, volume three, and we considered to ourselves, well, how many of these strategies and techniques and targeting and, you know, deployment in the volumes and everything that we talked about in that book, How many of these are still applicable? And the answer was 99.7%. of them.

Howie: Yeah, yeah. I think I think maybe just this just for memory, maybe the only thing that wasn’t so so up to date was where we talked about mobile? Well, we’ve got mobile websites, which you know, have gone away.

Mark: Right, right. That’s the one in there that okay, you don’t have to have that one.

Howie: Yeah. Everything else is just it’s rock solid. It’s the way we take care of our clients, and then advise them on what to do with their dental marketing strategies and dollars and all of that. So it’s very, it has weathered the last few years very, very well, I think.

Mark: Yeah. So the update is, OK. So these are the emerging trends that have happened in the last seven or eight years. And worthy of a portion of our client budget. Doesn’t make any sense for us to write an update about things that don’t deserve a piece of our client budget.

Howie: Right.

Mark: Right. We would just be writing an article and say, You know what, don’t do this.

Howie: Yeah.

Mark: Which

Howie: there was a discussion recently on a dental forum about the back of grocery store receipts.

Mark: Yeah,

Howie: I think we tested that, like 20 years ago. Anyway, it’s kind of funny.

Mark: Does anybody have any good movie theater ads?

Howie: Yeah, there you go.

Mark: There is no such thing. It’s a unicorn stop. All right. So anyway,

Howie: Anyway, the Update, I’m sorry.

Mark: Yeah, the update? I’m sorry. So,

Howie: Really you.

Mark: Right now it’s okay. So, I mean, you know, things, things have evolved in dentistry. Well, when we released unlimited new patients, volume three in 2010, I think, right? 2010 or 2011? Somewhere in there. And, you know, over the last seven or eight years. I mean, when do things not evolve? I mean, I think everything evolves on a continual basis, right? So the whole universe spins, you know, we can’t stop it. Right. So we, and our job, our, our life’s work, our whole reason for being is I will what works, what doesn’t work, and why.

Howie: Yeah,

Mark: Okay, that’s, you know, people ask us, what do you guys do? We figure out what works, what doesn’t work. And we figure out why. That’s basically what we did. And, you know, there’s a million ways that we do it. But that’s basically that’s the bottom line. That’s why people have us manage their dental marketing budget. So anyway, so you know, over the last seven or eight years, on the practical application of websites of so social media, search engine marketing, social media marketing, um, reputation, and reputation and online dental reputation management, um, you know, online dental appointment scheduling, you know, bidding for advertising space on the internet, I mean, banner ads remarketing. I mean, there’s so many things,

Howie: Call manager

Mark: call, Oh, my God, that’s changed tremendously over the last eight years, right? So, so what works, everything works and unlimited new patients, volume three, with the one possible exception, which is mobile websites, they’re all responsive now. So you don’t have to worry about those. Plus all the stuff in the update. So all of it is now applicable. Now I, from an 1000 foot elevation view, you know, Howie and I, we would do marketing summits and the marketing summits that we would do, we would hammer home, the idea that your Cornerstone foundation of your, your marketing is good, solid online dental marketing, good, solid internal promotion to your existing patients and some form of properly the targeted offline promotion to drive the right people to your online properties. That’s that hasn’t changed.

Howie: That’s eternal.

Mark: Right, that hasn’t changed. So all these other things have become kind of tentacles off of that center of the and it’s terrible analogy. But that’s kind of this the foundation of the house, those three things and everything else are your walls and your second floor and your roof and your siding and your windows and your shutters and all that other stuff. In other words, things you hang on top of your foundation.

There just logical, technological, in some cases, extensions of what we already knew. So that’s what the update is about. It’s about 27-30 pages long. It’s not, you know, it’s not onerous. We’ll take tell you that if you haven’t, read unlimited new patients, volume three, don’t read the update until you read unlimited new patients for free. Because if you did, you’d read the update and think that that’s what life is about. And it’s not just the last five, you know, six or seven years of what dental marketing, you know, life is about.

Howie: Yeah, maybe, maybe we’ll take a quick break here. And then when we come back, we’ll talk more about the update. How’s that?

Mark: Yeah, yep.

Howie: So don’t go away. We’ll be right back.

Hey, Mark, do we have a Facebook group or something? We do have a Facebook group Howie, it’s called dental marketing mastery Facebook group. And in there are hundreds and hundreds of dentists who are participating in conversations about everything from internal promotion to PPC campaigns, everything from how to approach local businesses to attract new patients all the way to online scheduling almost everything about dental marketing is being discussed at the dental marketing mastery Facebook group. So if you if you’re a listener of our podcasts, and you’d like to extend the podcast conversation, ask questions, engage with your, your colleagues, engage with staff, we have practice management console, we have all kinds of professionals on the dental marketing mastery Facebook group. So welcome one and all.

Howie: All right, here we are back again. So glad you’re still with us out there. So we’re talking about the update to our smash dental bestseller actually have a few years ago. They should patience volume three, I mean, jeez, we sold a ton of those.

Mark: Yeah, we still we have a hundreds of downloads in a month now too. So we’re still, I guess, not advertising, so people must be telling each other about it or something. So anyway, um, alright, so what’s in the update? I’m give you a little sneak peek what’s in the update. First of all, there’s a really cool foreword by my friend and partner Howie basically says, you know, what, everything changes get over it. And it’s true. I mean, you wouldn’t expect that out of Howie. But you know, that’s true. I mean, it’s, it’s good advice, everything is going to change. Then we talk a little bit about the business of dentistry. And how that’s evolved over the last, wow, seven or eight years. DSOs, their impact, their advertising the impact, the impact on the price of practices?

Howie: Oh Yeah,

Mark: Hell, I think I did. I don’t even think I mentioned the cost of being a dental student, I should have probably in the update. I should have mentioned that. But that has had an impact. I mean, there’s just so many things in the business of dentistry. And we got into the recession. The winners the losers, through it, how the winners one won, the losers last? Because those are really, really, really powerful lessons for dentists to learn because of dentists career goes 30 years, they’re going to go through another recession.

Howie: Probably three.

Mark: Yeah, exactly. Right. Every once every 10 years, we have a recession, right. So, so yeah, so you’re going to need to know what to do how to do it, you need to learn from the wisdom of your colleagues who actually not only grew through the recession, but then came out of it, and they’re just smoking it right now. So, um, and you know, exactly what did they do. How did they do it? Why did they do it that way? So we share a little bit of what actually we share a lot there, then we get into specifics with websites, what’s new, what’s old, on, you know, how much their importance has grown over the years? How much more traffic funnels through them, whether it’s the internet promotion, or offline promotion doesn’t matter.

That traffic still flows through your website, your own patients, what your own patients search for what they don’t search for how they search. It’s amazing, right? All the stuff that we learn. Remember, in the old days, we used to have to track data almost, like follow people, like doctors, like how do you find this office? Now on the internet, if you do any internet marketing at all, that that data is just poured right into, you know, into your reporting.

Howie: It’s, there’s an insane amount of data they have.

Mark: Exactly right. And you know, us we’re data geeks, right? So,

Howie: We love it.

Mark: Our life actually got easier as the years you know, versus the years before the last eight years. I mean, it used to be difficult, you know, you have to talk to Mary at the front desk, and she said Now, Mr. Jones said he was referred by Bob Smith. Well, Bob Smith came in off of this and have to argue the people, right?

Howie: Yeah, yeah,

Mark: you don’t have to argue with anybody. It’s like right, it’s right there in front of them black and white. Um, so that’s the Yeah, the result tracking call tracking the overhead of being a dentist and overseeing your marketing results in one dashboard. It’s just so phenomenally better now than it was eight years. It’s like the light years ahead. All the way to social media, what you should use it for what shouldn’t you use it for? How you should use it? What are the realistic expectations from it? Google AdWords, my god, there’s a whole on how many words are in that Google, Google Adword chapter.

And, you know, again, what should you expect expectations be? What kind of media it is? What are the pros? And, what are the cons? When should you put your money in? in it? Um, you know, all the way down to online reviews and reputation management? What does it mean? How can it help you? How can it hinder you all the way to online scheduling down to I mean, just the nitty gritty on all this stuff, right, that has happened in the last seven or eight years that has made. Um, it’s actually made us more effective as marketers. I mean, I look at every one of these things as another tool and when we have a new tool, then we’re kind of kind of like, nerds, we want to go take it out for a test drive.

Howie: Yeah, yeah. Well play with it.

Mark: Yeah. And, you know, it’s, it’s something that, I guess, you know, if you may not understand this in the listening audience, but we’re passionate about it, right? We did, it’s like, kind of like discovering gold or something, like, Oh, I look what I found. How this works, it looks shiny. Hey, let me see what this is good for, right. And honestly, nine times out of 10, it’s useless. Right? One time out of 10 then becomes really impactful.

And then you know, you test it internally a test it with a testing group of clients, and then you, um, then you unleash it on the dental world. And it’s just the whole thing is just, you know, Howie and I get up every morning. We’re like, what’s next? What can we bring to you guys next, and it helps us helps our clients helps our business, we don’t do it, you know, just from a passion standpoint, obviously, you have a business to run. But um, it also helps our clients, we have clients that have been with us now for 12, 14, 16, 18, 21 years.

Howie: 20 Yeah, 21-22 years.

Mark: Right. So it keeps our business growing, you know, growing. You know, and that’s if you have a business like ours, and you’re constantly looking for the next new client, and pretty soon you don’t have a business, right? So if you do a good job, and you know, you’re good people, for the most part, you know, your clients stay with you over the years. Then you end up growing your company. So that’s basically that’s another reason why we’re passionate about it, because our, our company continues to grow through it. Anyway. Um, so for all of our podcast listeners, I’m sure you’re on our email list. If you get our weekly newsletters announcing our weekly podcasts likely on a weekend, keep your eyes and ears open, because one of those will have a link. It’ll be downloadable. It’s free doesn’t cost anything. It’ll be

Howie: Yeah, it’s free.

Mark: Yeah, yeah. But I know it’s, I ignore the obvious, unlimited new patients volume three is free. It’s on our website right now. You don’t have to wait.

Howie: Yeah

Mark: Right, and then you can always go back and regurgitate some old stuff and people don’t remember it. But we’re growing. We have a pretty you know, like a pretty loyal podcast audience, you know, and they’ll catch us they’ll catch us regurgitating we don’t want to do that. So ask questions. Give us a situation if you’re an associate owner, DSO, whatever, you know, send us your situation, challenge or whatever, in an email, introduce yourself. And yeah, we’d love to talk about it.

Howie: Yeah and also, you can participate in our dental mastery series on in Facebook.

Mark: Yeah, there’s a dental marketing mastery Facebook group, people are signing up at all actually, a lot of people are there’s like eight or eight or 900 dentists in there. Anyway, it’s a it’s real chill. It’s up to the men in you know, practice situations, questions. What would you do if, hey, I’m struggling with X. My challenge is Y you know, and then then we have clients on there. And we have other dentists who aren’t our clients who are contributing, we have practice management people in their, I’m in there, Howie’s in there we are most of our own teams in there.

So feel free, we feel that that’s, that’s the community. Ultimately, our podcasts or books or updates are marketable attribute spreadsheets or marketing summits, the videos, everything that we do to help educate dentistry, ultimately will lead people to that, that Facebook group to continue the conversation. Because there’s nothing better than having a conversation as a dentist with other dentists. You know Howie and I aren’t dentists, so almost nothing that we say you’re going to be 100% convinced of until another dentist says the same thing. Okay. Then you’ll be like, okay, that’s right. We get it. We

Howie: Absolutely

Mark: Right. We don’t, we don’t pretend to know clinical dentistry. Um, so anyway, so there are updates coming. Keep your eyes and ears open for it. That’s a little bit about the content that’s going to be in there. We hope you love it and get a lot out of it. And it helps you make really smart choices and get your nerd wisdom level up to its all time high.

Howie: Yeah. Hey, everybody. Thanks again for joining us. We appreciate that. You’re out there listening to us. So we’ll be back next week. Bye now.

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