Thanks for clicking through to find out more about advertising your course, conference or website on GDPUK.com.
Get noticed by the thousands of Dentists on GDPUK every month.
Below we have put some excellent pricing for advertising on the site from April 16 onwards. We believe the site is an exceptional place to attract dentists who are interested in learning on your course or conference in 2016.
Advertise your course one month at a time, improved pricing offered for 2 or more months booked. Please get in touch for more information.
All advertising includes 2 PR pieces per month published on the site, which we share on social media to our 5,000 + followers.
Advertising Options start from £250+vat for the month
All banners appear in rotation with other banner ads throughout the month you book.
Email banner - appears on our daily digest emails - 468x60px
Usual Price …. £395 + vat …….Special offer - £250 + vat
Forum banner Spot 2 - appears on forum pages on left hand side of page - approx 30,000 impressions per month - 300x250px
Usual Price - £475 + vat ……. Special offer - £325 + vat
Forum banner Spot 1 - appears on forum pages on left hand side of page, above Spot 2 - approx 30,000 impressions per month - 300x250px
Usual Price - £550 + vat ……. Special offer - £395 + vat
Leaderboard Banner - available from May onwards, appears on all pages of the site at the top, 728x90px
Usual Price - £950 + vat ……. Special offer - £750 + vat
get your course advertised in front of your target audience.
How can we help you?
First week back in the office has flown by and like everyone else involved in the world of sales, we have all been working hard on following up leads, arranging meetings and even closing some deals! (always be closing)
There has been a recurring theme this week in my small dental related bubble and that is clients or prospects asking how we can help them in 2016?
We see GDPUK as an integral part of a dental companies opportunity to market themselves to dentists in the UK. We believe we have a large, active and engaged audience on the site, which we are very proud of. This is important because dental professionals in the UK are using social media more than ever and GDPUK is at the centre of that. For example many of the signatures for the letter published in the Daily Telegraph came from GDPUK. NHS unfit for purpose.
So we have put together a short list of the ways in which we can help our clients engage with potential customers.
Banner Ads - We offer a range of banner ads on the site and our daily digest emails. Further info can be found in our media pack here
Product Spotlights - New for 2016, the product spotlight will appear on the frontpage of the site, with a promotion of your new service / product or special offer.
Product / Service Launches - We can help launch a new product into the market, with blogs, news articles and banner ads.
Special Offers - Entice new or old customers with a special offer / or sample offer
Case Studies - We can publish case studies for you of products that are working for patients in dental practices. A case study can be a great way of demonstrating how your product works and how it will help the dentist improve his or her skills.
Forum Reviews / Tests - Put your product to the test, use members of the GDPUK forum to test your product and receive honest reviews that can be shared on the forum and published as a blog post.
Surveys - Run a survey, which can be hosted by our site or your site. Use it to do product research etc
Social Media Competitions - Combining promotion on GDPUK and other social media channels, we can run a competition that helps collect data and potential new users of your product.
Promotion of Courses / Events - There are a large number of events, meetings, courses that are scheduled in the UK dental calendar on an annual basis, we can help with promotion and even the sale of the tickets.
We hope everyone out there has also had an insightful start to the year and like ourselves are always thinking about how they can improve what they offer to their customers. If you would like to try any other marketing ideas on our site, we are always interested in new methods and always looking to learn. Look forward to hearing from you soon.
Thanks for reading.
Our latest media pack can be found by clicking on this link
Look at some of our amazing numbers that GDPUK produces - GDPUK in Numbers
On Wednesday the 7th of October, GDPUK were invited to the launch of Denplan’s new TV advert which will air on our screens from Saturday night (10th Oct) and will run for approximately 3 weeks.
The campaign demonstrates Denplan’s huge investment and commitment to dentistry and the dental practices that they work with. An impressive £1.2 million has been spent on this campaign.
After a short consultation period, Denplan have used the advertising agency “brothers and sisters” to design the advert. Established since 2008, they have a number of famous campaigns in their portfolio including the Thierry Henry advert that aired this year which can be viewed below. Great advert, especially the part when he joins Alex Ferguson and Brian Kidd on the Old Trafford turf!
The Denplan advert
So what does the advert entail? It shows a young man taking a selfie on a day out but everytime he smiles, he snaps his horrendous teeth. These teeth are obviously quite extreme to get the message across and were created by the special effects team at Fangs Fx. (If you click on the link, it gives you a great idea of what they are capable of!) So the bloke starts coming up with ways to cover his teeth, eg putting his cat in front of his mouth or putting his hand in front of his teeth. The producers behind the advert have gone for something that will make the viewers smile and also gets people interacting, which seems to be the current trend for TV adverts, as exposure is limited with the way we all watch TV these days. Let us know what you think, when the advert airs over the weekend? Does it make you smile?
Denplan would like to increase brand awareness, plus of course help Denplan’s member practices stand out in the competitive market of attracting / retaining patients. Practices have been sent a large amount of marketing material that will be used to engage with patients, so in conjunction with the advert, it will provide excellent opportunities to talk to their patients and forms a part of their practice marketing.
Denplan conducted some selfie research which gives further credence to the campaign. A YouGov survey revealed that a staggering 5.6 million selfies are taken in an average day by adults online which equates to an incredible 2 billion plus per year! Three quarters (74%) of adults have worried about how their teeth look in photographs and a third of adults (33%) have smiled but purposely not shown their teeth due to being embarrassed by them, so selfies and smiles was an easy place for Denplan to focus their efforts.
So from a dental perspective, what impact will this bring on UK Dentistry? A few thoughts to consider:-
Obviously there will be a huge impact for Denplan dental practices but will other dental plan providers also receive a boost? I believe it gets people thinking about their teeth and their dentist, so its a positive piece of marketing for all dental practices.
It is fantastic to move away from traditional tv dental advertising and instead Denplan have embraced a modern and fresh approach…. Everyone at the event agreed that this was a brave move and the small crowd were certainly positive about the message that Denplan are hoping to achieve.
The use of social media and a hashtag #doitforyourselfie taps nicely into a younger, celebrity obsessed crowd but if it gets the public visiting the dentist on a more frequent basis and talking about dentistry in a positive light, then surely this is a good thing? Dr Roger Matthews (Chief Dental Officer) of Denplan mentioned that motivation is key with patients and he believes that running this campaign could be a great way of motivating patients to visit their dentist on a regular basis and that is obviously the overall aim of the campaign.
Dentists are often negatively portrayed in the media but I believe it is refreshing to see a slightly humorous take on the Dental world but with a positive message that people in Britain our proud of their smiles and possibly the work dentists have done on their teeth? This will hopefully be demonstrated over the next few days, as the public share their selfies on www.doitforyourselfie.co.uk. Already a number of selfies have been uploaded!
Unfortunately I can't provide a copy of the advert just yet but I will update this blog with the advert once it has had its premiere. Over the next few days we will be keeping a close eye on the microsite, to see whether it captures the public imagination and the general reaction from the dental community on social media. We certainly hope it does capture the imagination and as stated previously, it achieves the positive message that Denplan are striving for. Please let us know what you think and how the advert will be received?
** Blog now updated**
The advert is due to be shown at 15:28 on ITV1 on Saturday afternoon.
Having to wait for an appointment is often the reason behind a patient choosing to go private, rather than have treatment through the NHS. A recent report in The Telegraph looked at claims that NHS doctors may be driving up waiting times in order to attract more private patients. Controversial and unethical, definitely, and – just like in dentistry – paying to jump the queue does not guarantee a better standard of care.
However, the fact remains that when a dental patient is choosing where to have their treatment, waiting time could be a big part of that decision. Patients not only have high expectations, but they are savvy and organised. They may call you directly, or use online forums to find out the information they need. Loyalty to one’s dentist is an alien concept to many, particularly with a more itinerant population, and convenience is often King.
Being in control of your waiting times is the key to providing consistently excellent customer service. To be a successful, thriving practice in this competitive environment, customer service needs to be impeccable from the minute a patient makes contact. If a patient does not feel valued, they may not return even if the treatment was successful: if you go to a restaurant and are served fantastic food by a bad waiter, the poor service is what will stay with you. Also, people have busy lives. If you schedule a follow-up months into the future, something more urgent may come up at a later date. Many are reluctant to book an appointment too far in advance, because they are unsure about their upcoming commitments and do not want the hassle of having to change it.
Having ‘acceptable’ or ‘reasonable’ waiting times means treatment plans have more chance of being completed. It also gives you the chance to develop a dialogue with patients and build on positive communication. You can give people oral healthcare tips and discuss how they have been working at home when you see them often enough; this also encourages trust, particularly if they want to discuss an issue that has been troubling them. If you are able to give an accurate timescale for their treatment, this is great for compliance.
A streamlined approach to waiting times will reduce stress for everyone who works at your practice; there will be less unhappy patients to deal with for one! To set reasonable waiting times as standard, you have to be ruthlessly efficient about how you organise appointments. Online booking platforms are fantastic tools for achieving this: for example, Zesty lets you upload only the appointments you want to fill, for your patients to browse and book. This allows you to keep your daily and weekly workload at manageable levels and gives you space for emergencies and routine follow-ups. Online booking will take some pressure off your reception staff too, so they can deal with people who come into the practice to arrange their care. Your elderly patients may prefer to discuss their needs in person, for example. As part of your ongoing commitment to excellent customer service and treating every patient with respect, you should give them this option. Online booking is a not quite a virtual reception area, more it is a conduit that will enhance what you already offer.
So many people still approach a visit to the dentist with negativity; they are worried about painful and/or lengthy treatment, are unsure about what they are entitled to on the NHS or how to get a good deal from a private practitioner. On top of all this, there is frustration about having to wait for an appointment and then being offered one that is inconvenient. Reducing wait times will help you work towards a more streamlined approach to your customer service. When this is improved, this will certainly go part of the way towards allaying your patients’ common fears and strengthening the relationship that you have with them. Look for tools that can help you set reasonable waiting times: they allow people to get actively involved in making decisions about their care and get the most out of their dentist, which, ultimately is what we should all be aiming for.
 Unethical NHS doctors drive up waiting times to attract private patients. The Telegraph, 7 May 2015. Found at: http://www.telegraph.co.uk/news/health/news/11583727/Unethical-NHS-doctors-drive-up-waiting-times-to-attract-private-patients.html (accessed 7 May 2015)
It’s exciting times for dentistry. We have all seen the growing interest and popularity in non-surgical cosmetic anti-ageing treatments in recent years. But how do we make the most of this in our dental practices?
There is no doubt that the provision of facial aesthetics is perfect for dental practitioners looking to expand their practice and develop their businesses. It stands to reason that dentists are particularly suited to offering this, especially when you consider the years of training and experience in facial anatomy and familiarity with various injection techniques.
Of course, many dentists recognise the enhanced opportunities available through expanding into this growing lucrative market, but do not know how to bring this into their practice. It all begins with training and building up confidence. The first thing would be to explore the entire range of treatments available, considering all the areas and fields that initially appeal to you. From Botulinum Toxin and Dermal Fillers to Dermaroller (microneedling) and Chemical Peels, there are a wealth of options available and the more disciplines you can learn, the more likely you will be able to accommodate all your patients’ potential needs and requirements.
In any dental clinic, unless you’re performing a specific procedure all the time, it will take a while to build up your competence. Following my own initial training, a dental colleague told me that a great way to gain practical experience, increase my confidence and build upon the foundations of my education was to work for a larger provider of facial cosmetic treatments. So that’s exactly what I did. I worked part-time as a sessional non-surgical practitioner at a leading facial aesthetic clinic. It was perfect for building up my skill levels and completing a diversity of facial aesthetic treatments throughout each day.
Of course, it’s not always possible or practical to move into such an environment, especially if you already work in a demanding dental practice, but it is crucial to get as much experience early on as possible. This really helps to cement what you have learnt and build up your confidence.
Regardless of where you apply your newfound talents, the ideal starting point is to undergo the procedures yourself. After all, you can’t expect to be able to adequately explain, understand or empathise with your patients, unless you have experienced the procedures first hand. In fact, I still have my ‘before’ and ‘after’ pictures prior to embarking on my very first treatments, and I regularly use these for educating patients and marketing. This has a real wow factor for my patients and builds valuable confidence in my skills.
Also essential is to ensure that every member of staff is well educated in the treatments being offered. To help with this, it is worth encouraging staff members to undergo various treatments, where appropriate, and to use the products themselves. Your practice team can be the ultimate advert for your services and this will help to increase their knowledge and familiarity with the processes. It will also allow them to provide reliable, honest advice and assurance to patients, while also promoting the excellent results on offer.
Encouraging interest in your facial aesthetics offering is all down to your marketing and the way you spread the word about the fantastic treatments you provide. Using e-shots and leaflets that detail the procedures and outcomes patients could expect, as well as offering promotions on certain treatments will help to do this. As will talking about it during routine dental appointments. It is important not to be afraid to mention these or to hesitate when suggesting a facial aesthetic treatment to your patients. There’s nothing wrong with saying, “Have you ever thought about having this done?”
Ultimately, the best way to advertise is by ensuring the provision of high quality services. Patients that are happy at your clinic will always promote you to other people, so it’s crucial to show each patient consistently high standards of care and support to encourage this right from the start. As important as any marketing technique is, a lot of the early interest comes from word of mouth. So, by nurturing existing patient relationships and with the support from your whole practice team, you can be sure to get your facial aesthetics practice off to a great start.
As we approach the final month of 2014, people start to wind down for the year and we all start looking at the year ahead. We focus on setting targets, goals, wishes and budgets for the year ahead.
Before you start looking too far into the future we thought we would let you know, that we have a small number of advertising opportunities on GDPUK in December.
Do you have a course you are looking to promote in early 2015?
A new product you have launched and you would like some extra promotion?
You may have December offers of your own that need a push?
Did you know?
December has always been one of the busiest months on gdpuk. Dentists constantly use the forum and share expertise throughout the holiday period, which even includes Christmas day for some!
We have put together an infographic which shows how UK Dentists are using the internet. We have included some of the stats that were produced from the recent August 2014 GDPUK Survey. Thanks to all that took part. We have also added in some statistics from We Are Social which shows how addicted we are becoming to our smartphones and social media in general! Thanks for reading.
In part 1 of this series, I wrote about the importance of an effective landing page and how it helps to attract new customers to your business. We are now going to look at the key features of an effective landing page. What will make visitors give you the information or business you desire? Below are 6 key attributes of an effective landing page. Please feel free to add other attributes you believe would be effective.
1. USP – Unique Selling Point
For our clients, they are looking to offer dentists a product or service that sets it apart from the competition. The client needs to break down what they are offering to the customer and when successful, it should be clear and attract attention. The first headline used needs to clearly describe what your product or service can offer and why they should be interested.
2. Picture or video
A picture or even better a video of someone using the product or service gives the users the feeling of what it is or what it looks like. This gets the customers thinking how they could use the product or service in their everyday life and how it would benefit them. A dental example; A new dental handpiece being shown in a video being used by a dentist, gets the reader thinking about them using it in their practice and how it will benefit them.
3. The benefits of what you offer.
After the USP, you now need to give your reader a few more details. So how will the product or service benefit the reader? You need to think from the customer’s point of view. How will the new handpiece (for example) benefit the dentist, what features or advantages can you prove over your competitors?
4. Keep it simple
You want your reader to make a decision, for a decision to be more likely, the clearer and simpler your page needs to be. As well as your landing pages, this also applies to a homepage. Traffic will often hit your homepage, so it should be treated like sales specific landing pages; keep your offer and strategy simple. Only offer a few places that can be clicked, keep the reader focused on the reason they clicked through to your landing page in the first place!
5. Testimonials / Proof
You want to show that your product is being utilised by other people in the field. People are more likely to use something that they can see is being used by others. If a product has excellent reviews or testimonials, then you need to shout about it. Other ways of demonstrating that the product is the best; Number of customers, organisations that you count as customers or awards received for your product or service. If you can provide evidence of testimonials, reviews or awards you will build trust and then sales!
6. CTA - Call to Action
CTA or call to action is incredibly important. You need to incorporate a bold, clear call to action into the design of the landing page. This could take a number of different forms, phone number, email address, contact form, social media links. The key is to think like the customer, make it as easy and straightforward as possible. The call to action details should be displayed a number of times on the page if possible.
We are constantly adapting and changing our own website and this is the huge advantage of being an online publication. Pages you create can be changed at anytime, so experiment with what works and what doesn’t and don’t be scared to try out different tactics or marketing plans.
Part1...The importance of an effective landing page
GDPUK.com earns revenue from banner ads, we display adverts from companies looking to attract dentists as customers. The most successful banners, direct the user to a specific landing page. A good landing page should be seen as a part of your sales team, in the first part of this series I have listed some thoughts on the importance of an effective landing page.
A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form. These are often known as a conversion form.
Landing pages are created to convert traffic into qualified leads. If you can focus on converting visitors into leads, landing pages are all about positive ROI. This is where a good landing page can make all the difference.
So why are landing pages important?
I hope this blog gives you an idea of the importance of a landing page and how getting it right can lead to an increase in revenue. Advertising online is something we are all still learning about, but we believe by investing in your landing page, it is a great start to achieving a return from your online advertising.
We will publish part two of this series next week, which will give you some ideas of the key features of an effective landing page.
I’m sure when you think of Facebook Advertising you probably think of having to post all the time and interact with your friends or the people who have liked your Facebook page, which by and large it is, but there is another way to manage Facebook Advertising.
As I mentioned in a recent blog, Facebook recently became a publicly listed company, which means that is now has to answer to its share holders, and they are interested in just two things (a) increasing their share value and/or (b) getting a regular dividend.
In order to satisfy this requirement, Facebook has suddenly become very business minded and they now offer a wide range of advertising opportunities for the likes of you and I and Facebook Advertising has become a very good and relatively cheap way to get your message out there.
To advertise on Facebook you have to have a Facebook page and of course be the administrator of it, but you don’t have to post regularly on it, the advert will do the job for you. Facebook Advertising works very similarly to Google PPC (per per click). This means that whenever someone clicks on your advert and is taken either to your website or to your Facebook page you are charged a fee.
Compared to Google this fee is very reasonable (usually about a quarter of the price), however it has to be said, it will never be as targeted as Google is simply because there is nothing that is as targeted as Google Adwords.
However if you are trying to reach a particular group of people with a particular profile, Facebook advertising (PPC) is very, very good.
With Facebook advertising you can not only decide which area you want to aim at e.g. your postcode but you can also target whether the person who sees your advert is female or male, what age group they are, what is their marital status (even if they are engaged). You can specify particular interests they may have.
So for instance you could run an advert that will only be shown to someone who is female, who is between 25 and 35, who is engaged, who likes dogs, who likes going on holiday etc. etc.
There are no other platforms that will let you get down to this level of detail for display advertising (Google is search advertising). You can set up a Facebook Advertising campaign for just a couple of pounds per day and so long as you get your targeting correct it will almost certainly pay for its self.
Facebook advertising is also the quickest way to get people to like your Facebook page and the best part is that you will only be getting likes from the people you are directly targeting, as opposed to buying likes from disreputable sources (don’t touch them).
The best thing about Facebook advertising is that you can send traffic from Social Media to your website with is where you ideally want people to go.
Impressed by the numbers? Get in touch to find out how we can work together.
Advertising on GDPUK.com starts from £300 + vat
At the recent BDTA Showcase, we had some great meetings with potential advertisers. The GDPUK Team really enjoyed exhibiting at the show, it was a great experience, something we would like to repeat.
Last week, I sent a number of follow up emails after the Show and made phone calls. By the end of the busy week, I started thinking about why companies from the dental trade should advertise with GDPUK and why we should be part of their marketing plan. I have to admit, it is not a question I have thought enough about but over the weekend, I got my thinking cap on.
So this weekend, after my feet and body had recovered from Showcase, I started to think about the question in the subject line, below are 8 reasons that GDPUK can be used as an effective marketing tool, please feel free to add to them and hopefully we can get a feel for what we are doing well or not offering enough of! All feedback would be appreciated!
1. We have thousands of members using the site every day – GDPUK is the largest online community of dentists in the UK. Dentists proactively look for information on GDPUK to inform their decisions.
2. Target Audience – If you want Dentists as customers, we can prove that your target audience is using the GDPUK site every day
3. Helps your budget work harder when marketing to Dentists – Reach the dentists on their network at exactly the point when they are actively seeking advice / guidance to make an important decision for their practice or career.
4. Word of Mouth. The UK’s most influential dentists will talk about your brand on the forum – Create the right message on GDPUK and this will spread to other social media sites, creating improved awareness and recognition of your brand.
5. Benefit from our knowledge of the Dental Profession – We’ve been around for over 15 years, we understand how dentists think and react, this means we are well placed to support you with your aims and we can share our insight into the dental profession.
6. Marketing on the site can be done in a number of ways; introduce a new product, improve brand awareness, special "GDPUK" offers, data collection, sample requests, focus groups
7. Accountability. We give our partners, a full report on the number of clicks received every week, plus the number of impressions the ad receives. This is an effective way to see how the ad performs.
8. Adaptability. Unlike in the printed media, ads can be changed; partners can experiment with a number of messages over the period they have booked.
No matter what business or industry you’re in, if you deal with Dentists, then GDPUK has to be part of your marketing plan. Social Media is now part of the dental landscape and it’s important that you can get your message across and be part of the discussion.
Toothpick.com has recently been announced as one of this year’s entries in the Smarta Top 100 Business Awards. Launched in November 2012, the company has been acknowledged within the Top 10 ‘Most Innovative Businesses’ category.
In partnership with O2, The Smarta 100 Awards (http://www.smarta.com) aims to celebrate innovation and finds the best 100 businesses in the UK. This year’s entrepreneur judges of the Top 100 include Ben Dowd (Business Director, O2), Holly Tucket MBE (Co-Founder and CEO, Notonthehighstreet.com) and Piers Linney (Dragons’ Den and CEO, Outsourcery).
As the only dental-focused business to be included within this category, Toothpick.com has been recognised for strongly supporting the growth of dental practices within the UK with an aim to provide transparent access to patients with a live online booking system.
All the winners of Smarta 100 have been invited to the awards ceremony, taking place in central London mid-November. The overall Business of the Year and winner of the £10,000 grand prize will be announced on the night alongside the winners of each category.
To put online dental appointment booking on the map place your vote here http://www.smarta.com/smarta100/2013/toothpick/
Food for thought from the Bank of England:
In the week where the UK dental industry was tied up at the NEC, the Chief Economist of the Bank of England gave a question and answer session to the world using the medium of Twitter. It appears he made a good job of it. Some commentators criticised the fact that the answers were standard PR fare, but others realised he did, in fact, release some crucial financial information.
Other companies in the world of high finance feel forced by their regulators to only release critical news via official channels. Twitter does not count as "official".
So did the Bank of England break its own and other regulator's rules? Newspapers were once new, as were radio and TV, the world realised these were tools of communication, and engaged with those media.
Let's turn to the consumer field, where large retail and customer facing companies use Twitter and other social media to enhance their customer service operations. They have teams of people, sometimes responding 24/7, to show that they are giving the best customer service and that they are listening. Ask a few people at Dental Showcase, I did, and they all have a story. "My train was cancelled, I had paid through the nose in advance, and I missed a very important meeting, what will the railway operator do about it?" Or " My heating is broken, we have a small baby, an engineer to fix our heating in seven days time is not good enough".
Do have a look in the social media - those two comments are only a small example of the complaints aired daily, and addressed to the relevant companies. In those cases Virgin Trains and British Gas did reply, and fixed the problems rapidly. The responding company hopes the complainant returns to the same social medium to say how great the service recovery was.
So, back to dentistry.
Dental practices and their teams do face the social media and partake, they take the risk that a complaint may be aired, but they know they must respond to this, and respond seriously.
However, some of the dental industry are scared of GDPUK, on whose website you are reading this blog. GDPUK gives dental professionals a platform to tell their colleagues [and only that limited group] when they have had great service, and that sort of comment is rewarded by a magnified, greater uptake of that service. I know this is a true fact.
As well as sharing all sorts of news, information, questions and experiences, some dental professionals use GDPUK to tell their colleagues when they feel they have had bad service. Sometimes the complaint is only about what is perceived as poor service. The effect of this can be magnified, in the world of the isolated dental professional, when two or three other fellow professionals appear and confirm they too have had the same less than perfect experience. This is the power of the internet in the modern world, we all know it allows us to rapidly compare prices, compare services, and read reviews. Surely the winning technique for the dental companies, and other small businesses the world over, is to monitor those media, and if a problem occurs, respond in that medium, and try your best to give the best service possible. This could be a winning formula and may lead to positive results, and positive feedback, which in turn will create more sales.
I am convinced the modern companies who adopt this approach will be the winners in the long term. Censorship cannot win, but open-ness will.
Blog image by Gord Fynes, @gordasm. With thanks.
Since starting as a mailing list in 1997, GDPUK has evolved into one of the major digital publishers of Dental content in the UK. With around 6000 members regularly using the dental forum, plus a range of dentals news and blogs constantly being published, I want to look at the advantages of digital publishing, why we enjoy it so much and how the UK Dental profession is benefitting.
As written in a previous blog, we have all become addicted to the latest news and information. As I write this blog, the football transfer deadline is looming with fans hoping their team will sign players or hold on to players. Fans follow the transfers on social media, through TV and on their phones either reading mobile sites or communicating with their friends. News is constant and moves at a quicker pace than ever before and dentistry is no different. GDPUK often publishes content in a matter of minutes, like yesterdays exclusive UK Graduate news. Publishing everything online means we have no print deadlines and can publish articles within a few minutes.
A unique advantage of digital publishing is that you can constantly produce content. We do this through the news, blogs and forum. The forum has over 500 different contributors a month, which means that a range of opinions are expressed throughout the day and some fantastic, well informed debates take place. We have a number of bloggers as well, who write dental focused content for the site and this produces insightful, humorous and thought provoking blogs for the site. We also constantly publish dental news, with a number of exclusives pieces of news a year. This means that the content on the site is consistently evolving and staying fresh.
GDPUK members’ interacting with each other is the lifeblood of the forum. Members enjoy engaging with each other on a regular basis, sometimes giving useful information, sometimes being critical, sometimes being provocative but all this interaction creates a sense of community. Members who read but do not post (lurkers) still get the feeling of being part of the community and read the posts on the forum with interest. Dentists are gaining information, insight, advice and education from the forum; we believe the ever increasing interaction between the members is great for the dentists and the profession.
As a digital platform the site can be accessed from anywhere. August a traditional holiday month in the UK was the busiest month in the history of the site, with our members accessing the forum from all corners of the world on a range of mediums. The eagerly awaited GDPUK app is nearly close to completion and this will give further accessibility to dentists who are looking for regular dental news & opinion on a tablet device. We believe that the site has become a central part of our member’s daily lives; they will check general news, social media and then GDPUK. This can be confirmed by a recent GDC report on Standards with the paragraph reading as follows on social media, “Social media covers a number of internet based tools which allow people to create and exchange content. It includes blogs, internet forums, content communities and social networking sites such as Twitter, YouTube, Flickr, Facebook, LinkedIn, GDPUK, Instagram and Pinterest.” This small sentence from the GDC is a great example of how information is being accessed, 24 hours a day an this is certainly something the dental profession is embracing. Interacting with colleagues, suppliers and customers now happens through a number of mediums.
Numbers Show Interest
At GDPUK we are known for reciting stats and we pride ourselves on offering up to date numbers on how often the site is being used. We prefer to focus on unique visitors and number of visitors because they are seen as a great indicator of traffic to a website and that the content is interesting. The last 8 months has seen a huge rise in these numbers. Each unique visitor in the month is from a single IP address, the total visits in August show that each visitor makes an average of more than 4 visits per month, at an average greater than 4,000 per day. These stats show GDPUK has further cemented its place in the UK Dentistry landscape. We offer a unique place to receive news, information and opinion on the constantly changing world of UK Dentistry. The table below shows that the site has seen some great growth and we appreciate everyone’s support from the dental community. Keep spreading the word and we will continue to grow the resource and community together.
As you can probably tell the GDPUK team is passionate about digital publishing and embracing the advantages I have listed above. Digital publishing is still evolving and that is why it is exciting to be part of. In the last few weeks we have improved the site further with a new modern template, plus introducing fresher advertising banners that give greater exposure to our advertising partners. As mentioned earlier in this blog we also hope to introduce a GDPUK App which further enhances our digital publishing pedigree.
How has digital publishing helped your dental business or dental practice? Maybe you do a regular blog or email newsletter? Do you agree that it has helped dentistry? I would love to hear your thoughts and how you see dental publishing evolving?
As I have mentioned in my previous digital dentistry blogs, online marketing is a growing industry, with companies investing in a number of different digital formats: Search, Video, Rich Media, Social Media, Mobile and Display. One of the areas that digital marketers still spend their advertising budget in is Email Marketing. Email Marketing sounds like it is old fashioned but if done correctly it is still well and truly alive!
Email marketing is directly marketing a commercial message to a group of people using email. Email marketing in dentistry terms is used in a number of ways. Companies will email current or previous customers to encourage brand loyalty and hopefully win or repeat business. Companies will also send emails in the hope of acquiring new customers. The third way is companies will add advertisements to email messages sent by other companies to their customers. Recent research has suggested that conservative estimates of US companies alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016. Amazingly still a growing market.
We now need to look at how email marketing can be used in terms of the dental profession whether you have a new product that you would like dentists to look at, or you would like to attract more patients to your practice. Below are 4 A* reasons (in celebration of exam results) we can still use email marketing to benefit your business and hopefully it will give you some inspiration to revisit your email marketing campaign!
After I hit the snooze button for the third time at about 7:30am, I reach for my phone half awake and peruse my emails. We all love to check our emails and unlike other mediums, virtually everyone uses email. Many of us will check email first thing and see what emails we could have been sent in the 7 and a half hours since we last checked! Recent studies have suggested that reading emails consumes 28% of the average workers week and we each send or receive over 112 emails a day! Those stats suggest we keep a close eye on our email inbox. We all have accounts on social media and many of us also check them with regularity but one thing we all have in common is that we all check the email inbox constantly. This means that if you are looking to promote a new product or service, you need to be in your customers email inbox. Email should therefore not be ignored.
Auto-responders can easily be set up, which allows you to write and schedule a series of emails that will be sent at regular intervals to any potential customers. They immediately provide information to your prospective customers and then will follow up over a set period. This means that over an example 6 month period you have sent a number of emails and engaged with your customers. Mail Chimp and other email marketing companies offer an auto responder service, which is easy to setup and simple to put in practice. Patients could be sent regular special offers for example over a set period.
3. Accountability and Value
An exact return on investment (ROI) can be tracked because you will know how many people have received the email, how many people have opened and what the click rate to your message is. This gives you wonderful accountability and value for money. You will also get results instantly. For example with GDPUK when companies advertise in our daily emails or on the website we provide full stats for our customers once a week and even more if they request it. This means that the customer can see what kind of return they are receiving from their digital campaign, with the opportunity to change the banner or message as the campaign progresses.
After we build up a decent list of contacts, prospects and customers, sometimes we can then be cautious with the list. In my previous employment we very rarely sent out email campaigns because we were afraid of appearing too spammy or aggressive but I believe that was a mistake. Please don’t take this advice and send out hundreds of emails a month but if you have something to say or announce, make sure your email list knows about it. (your competitors will be doing the same) There is nothing wrong with sharing information and showing you are doing a good job or can offer excellent value, you want to stay in front of your customer’s eyes as well as plant your brand in the customers mind! Email marketing needs to be constant, well thought out and engaging.
So how can we use email marketing in dentistry?
At GDPUK we keep our members engaged on the site by sending daily digest emails, 3 times a day. This sounds like a lot but these emails all contain different content and contain the latest dental news and the most recent forum posts of the day. This gives our members a chance to check their email inboxes and then click on subjects that interest them. The emails are certainly popular because in an average month they get opened and read 130,000 times. These emails also contain banner ads, which often get excellent click through rates for our customers because our members want to read the emails and the advertisers are reaching a target audience of engaged dentists.
In a dental practice you could send special offers to your patients or an interesting newsletter every few weeks. It means you are proactively communicating with your existing and potential patients instead of hoping they will call or walk in. This will hopefully increase business and develop further patient loyalty. If you send a good offer for “teeth whitening” for example, you could also invite your patients to forward the email offer to their friends or colleagues who might have interest in the offer. So once organised, a few minutes of work every couple of weeks will hopefully fill an empty one or two appointment spaces in the practice!