The GDPUK.com Blog

All that's new in the world of dentistry
OCT
26
0

What makes a successful banner ad?

What makes a successful banner ad?

 

 

A few basic things are always needed in a banner ad to ultimately give you an excellent click through rate. (CTR) We have collected our experiences and thoughts together to produce a short blog on what makes a successful banner advert.

 

A clear call to action (CTA), has to make sense for your product or service. Such as “Shop Now”, “Learn More” etc. A call to action always has to be included.

Secondly the banner ad can be compared to the billboard in the street, the consumer has a split second to decide if they are interested in the product or service. So you need to decide what you want the consumer to see and take away in those few seconds you have to grab attention to your product or service. This can be a catchy headline, an aspirational image or a hybrid of the two!

Basic animation is also always recommended. Animated GIF is therefore recommended over a static image. Keep it simple and to the point, telling a story rarely works. But the advantage of the animated GIF is that you can put together a  series of frames then combine them in such an order that will eventually form some sort of animation and attract attention.

A theme I always go back to when talking to customers is the landing page. The clickthrough needs to land on a landing page that delivers what the banner ad promises. So that when you do secure the click from the consumer, you make sure they get the information the consumer desires. So basically you need to ensure you promote a product or service and not a website / homepage!

This blog - http://www.boxofads.com/blog/always-fine-tune-your-landing-page/ sums up the value of a landing page quite nicely. While designing a campaign think about it as a whole, an ad makes the first impression, and a landing page is a continuation of this impression.

We also recommend that our clients don’t just have one version of the their banner ad. We always say to test the colours, the CTA or the headline and see what works in line with the branding of your business. The software we use (DFP) can handle more than one ad in the space you book, so it's always worth testing a few banners and seeing what performs best. The same can also be said of landing pages as well.

Thanks for reading, hope this short guide to what makes a successful banner is useful.

 
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2175 Hits
OCT
05
0

What is stopping your landing page converting sales leads?

When running a marketing campaign we are told that landing pages are an extremely important part of the sales journey. This is still a true statement and something we always make clear to all our clients.

In this blog, I want to look at what happens when once you have a landing page created but it still isn’t converting in the way you desire, what mistakes are being made with the page and where could it be improved? I have identified a few reasons why the page may not be performing as you hope...

Social Proof

Reviews and testimonials are incredibly important. Reviews or testimonials will act as social media proof, so when a customer is looking to purchase, they will often look to others for cues concerning whether to make the purchase or not. So making the excellent reviews or testimonials prominent is certainly a good start to improving your landing page.

Being Clear?

Is your landing page actually clear enough? Have you explained what your business offers and how it is unique? Your landing page should always contain a clear description of what your company actually offers! The copy needs to be clear and not overly full of jargon and too many words.

Too Much Text!

Remember you only have 5 seconds to convince the person clicking on the site. This means the landing page must be focused on one single objective, which is clicking on your call to action (CTA). As I said before it needs to stay clear and direct. Not too much text but enough to get the message across. Focus on the benefit: this is what you will get by clicking here.

What is your USP?  

It is vitally important that you have a very clear and exciting USP. An exciting Unique Selling Proposition leads to people clicking on the CTA because they want to know more. Explaining your USP can work well either using a bullet list or a short, informative video, that gets the message across and leads to the results you desire.

Too many details.

If on your landing page you present a form in which you want your potential clients to share their details, make sure you ask only for the information that is really essential. If you want to send the prospective client a white paper about selling their dental practice, you only need a name and an email address. Focus on getting the essential details and achieving the result of someone engaging with your business.

Always be testing.

The only way to know that the content is persuasive, the video or images work and how successful the form is, you have to keep testing and tweaking the page. On a an optimised landing page, every aspect, should be tested to ensure you’re using the right option to maximize your conversion rate.

Thanks for reading and we hope you have picked up a few pointers to improve one of the most important sales funnels in a modern business.

 

  2544 Hits
2544 Hits
MAR
14
0

Part 9. Engagement

Part 9. Engagement

 

In Part 9 of this series, we take a look at engagement and the number of options we have to engage with potential customers. 

Online advertising lets you know a customer's exact level of engagement. You can see how many impressions and clicks an ad has and where the ad has been clicked. This again gives you the marketer, a lot more information than ever before.

Although the click to a landing page is a form of interaction and engagement, the measure of engagement is often based on other criteria and seen as a compliment or an alternative to measuring the traditional click which has been historically the first form of engagement taken into account. So this means this could be via content, ads or audience interaction.

You therefore can see what has been effective for your product or brand in achieving engagement; comments, impressions, shares, recommendations, social media, contact forms, competition entries etc

You might have circulation and readership data for a print publication, but you can’t know how much time customers spend interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. In fact, with print it is impossible to even see if someone has seen the ad in the magazine. Print advertising is often just following the old adage of “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” (John Wanamaker (1838-1922) At least with online ads, you get to see how much engagement there has been.

An online presence gives you all of a whole range of valuable data and places you in a position to learn where your most engaged prospects live, work or interact. With a bit of research you can find out where your potential customers congregate, whether that is a forum, social media or a marketplace like Amazon or Ebay.

This access to data means you can start to reach people where they are most engaged and where they are genuinely interested in receiving your message.

When using social media, online ad engagement can then be used for engagement retargeting, which is now used by all major retailers and marketplace sites.

To summarise this part  of the series, online advertising has all the right skills not only to attract your potential customers but to get them properly engaged and totally involved in what product or service you are looking to offer. Online advertising opens a world or opportunity and options to get your client engaged within your story. 

  2354 Hits
2354 Hits
MAR
06
0

What’s your special day?

What’s your special day?

 

So, did you do anything special for World Play Your Ukelele Day? Lame Duck Day? Wave All Your Fingers at Your Neighbours Day? No, we’re not kidding - these are all ‘special days’ that were celebrated last month. You may think it’s all getting a bit much, with several special calls to action competing for every single day of the year. But we’d ask you to think again, because the flip side is that these are all opportunities for your marketing to take a free ride on social media.

Step out of your dental scrubs for a minute and see things from your patients’ perspective. Most of them are logging on and off social media pretty much all day long. And the posts they’re sharing are the ones that catch their imagination, which probably doesn’t include your strict reminder to floss twice daily. So how do you grab their interest? Have fun and be engaging. Choose a few special occasion days and tie them into your practice, making them highly shareable, whilst still working for you.

An example? 2nd March was National Old Stuff Day, so why not ask your followers what they’re planning to recycle or throw out and, at the same time, remind them to replace their old toothbrush? 2nd March was also National Book Day, a perfect time to ask your patients who their favourite fictional dentist is (and remind them to ‘like’ and ‘share’ if YOU are their favourite real dentist)! Anything that gets them to engage with you and, ideally, share your post, is marketing gold. Your posts will be seen by not only your followers, but everyone searching for the associated hashtag. And, best of all, it’s free.

Oh and don’t forget the special weeks and months too! Most, if not all, are conveniently indexed on https://www.awarenessdays.co.uk (for more serious causes) and https://www.daysoftheyear.com (for the more whimsical) so why not put a few on your social media calendar and ride those hashtags to success?

And if you don’t have time for such shenanigans, don’t worry - we have two dedicated social media gurus on staff whose job it is to post fun and engaging content for you (yes, they do love their work). So give us a call on 01844 292086, visit our website (link to https://milkshakedental.co.uk) or connect with us on social media (@MilkshakeDental) and we’ll soon have you participating in Quirky Country Music Song Titles Day on 27th March (just joking)!

  3094 Hits
3094 Hits
MAR
06
0

Part 8. Reach

Part 8. Reach

 

 

The image above greeted me this morning in an email from Google. The email read “With last week's announcement of YouTube TV, the lines between TV and online video continue to blur.”

Read more here. I thought this was perfectly linked to part 8 of the blog on Reach and how attracting interest in your product or service needs to incorporate so many different mediums to be effective. 

So according to Google, people are watching less live TV and turning to their computers, smartphones or tablets for their favorite shows, music, and to access their news.

Marketing professionals therefore need to make sure that they are staying in front of their customers and tracking their behaviour. So as all the latest stats suggest, your customers are online, so you should be too, and sooner rather than later!

Moving online gives you access to a global audience (if that is your target) and it means your ads can be working for you 24 hours a day. The options are practically limitless when it comes to your reach capabilities when you take your campaign online.

This means that your reach increases dramatically once you start the online advertising journey, as discussed previously you have a lot more control over your ads and they are building up impressions and clicks 24 hours a day, reaching unique 

Online advertising enables you to promote your products and services locally, or even worldwide. With the print media you can only reach fix number of customers limited to a certain location, but online offers you a global opportunity and certainly a larger number of options than has ever been possible before.

So with a modern marketing plan, your reach can be greater than ever before. Your online advertising plan can incorporate social media, video, blogs, plus of course specialist sites for your particular niche. Utilising all these methods of retargeting, means you can reach your target audience a number of times a month and hopefully get your message across to your desired audience.

Thanks for reading.

 

Part 7 on Affordability Here.

 
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2512 Hits
FEB
20
0

Part 7: Affordability

Part 7: Affordability

 

 

Compared to TV or print ads, online ads are still relatively low-cost for companies who are looking to reach their desired market.

Additionally, online advertising tools give you the ability to lower your budget or even stop your campaign within a few seconds. Print or TV operates on contract basis, and when you are in a contract, things are not always as flexible.

Because you are spending less with online ads and have the flexibility to reduce costs or spend more instantly, advertising online gives you a loads of options for your marketing campaign.

With the added flexibility that online ads provide, the amount of options you suddenly have are a huge advantage. The ability to publish a number of ads at once, or change the ad as often as you want is a huge advantage. This flexibility is all part of the package and therefore the costs don’t rise. If you advertise on a billboard or in print, you can’t adapt your message instantly and you certainly can’t change the message as you go along.

According to this article on whether online advertising is expensive, which I have to say does go off some generalisations and is US centric they sum up their article with the following statement:- “Offline, traditional marketing costs an average of $22.00 per impression as opposed to $3.45 per impression with online marketing.”

Online advertising reflects modern society in being instant, flexible and results driven! If you are looking for value in your marketing, you have to be looking online.

  2746 Hits
2746 Hits
FEB
08
0

Part 6. Flexibility

Part 6. Flexibility

 

"Flexibility - the ability to be easily modified."

Online advertising campaigns can be adjusted with a few clicks or changes to a banner.
You have the flexibility to respond to incoming data and make changes instantly. Similarly, you always have the ability to pause a campaign or adjust your marketing plan within minutes. This flexibility allows you to stay in front of your customers– anticipate customer needs and adjust your ads before anyone even notices.

 

At GDPUK we offer extra flexibility because our software gives the customer a number of options when they book a space on our site. Via our DFP software, our customers can actually run more than one advert at once in a given month. This means one of our customers can actually advertise two things or more from the same booking. One of our clients is currently using this method to advertise a number of offers at once. Added value and flexibility from GDPUK!
 

Having the option to change or adapt a campaign as you go along is another advantage to online advertising. Once you send an ad to a magazine it can’t be changed but with advertising online you can always experiment and adapt as the campaign develops. Online advertising definitely provides flexibility.

Part 5. Brand Awareness can be read here.

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2493 Hits
FEB
01
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Part 5. Brand Awareness

Part 5. Brand Awareness

In part 5 of the blog series, we are looking at brand awareness and its part in the online advertising journey.

Online advertising can be used to drive traffic to your site and build brand awareness. Effectively targeted campaigns can create brand influencers and reach complementary audiences.

The online space that gets booked, helps to establish your online presence, and get your potential customers / consumers excited and interested about who you are and what you have to offer. As mentioned in previous blogs, online advertising enables brands to focus on their ideal audience and tailor messages that improve both recall and engagement with the brand.

To be easily recognisable has to be the aim for every brand within their sector, which then builds your brand awareness. Creating brand awareness is one of the key steps in promoting a product. Brand awareness is particularly important when launching new products and services; and for a company to differentiate similar products and services from its competitors.

So using online advertising can be part of building brand awareness and making your target audience more aware of your brand. The more aware your audience are of your brand, the easier it is to convert the awareness into sales.

What options do we have available to create and improve brand awareness?

  • Traditional advertising
  • Online Advertising
  • Sponsoring an event.
  • Publicity stunt
  • Word of mouth
  • Reviews / testimonials
  • Content / Blogs


So as you can see when building a brand, we have a number of options to play with but  what is the role of online advertising?

Online advertising plays a critical role in brand management and awareness whether at the corporate, retail or product level. With the help of advertising you can increase your brand's value and then it helps you to gain the new customers that we all look for :)

The end goal of any online advertising is to eventually convert all leads that you gather to actual sales. Whether it be an awareness or educational campaign, all businesses engage in advertising to ultimately generate sales! By creating a strong presence online, with whatever medium you choose, your investment in advertising and marketing will produce results and ultimately bring the extra revenue we all strive for.

So online advertising becomes a major part of building a brand and brand awareness. Online needs to be taken as seriously as the other more traditional mediums in helping to build that ultimate goal we all share of making your brand synonymous with the product or service you offer.

Thanks for reading part 5.

  2600 Hits
2600 Hits
JAN
16
0

Part 3. Targeting

Part 3. Targeting

As a marketer, do you know the profile of the perfect customer for your business?
Of course you do :)

Online advertising gives you the ability to target and retarget the ideal prospects you identify for your business.

When advertising online, you will choose a website or community where you believe that your perfect customer will be a user or reader. Online ads reduce the chances of advertising to the wrong group of people, thus wasting your budget and time. This means that your campaign can be targeted at your perfect customer and help you reach your desired target audience.

When it comes to social media advertising, retargeting will serve ads based on prior engagement, enabling you to identify your ideal customer profile. Once you know what your customers look like, you will know just who to target and where to find all similar users online, making sure they too are being served your ads. You can focus on customers based on their geographic location, gender, age, behaviour patterns on social media and special interests.

This means that when for example you want to attract women to your latest endodontic course, you have the ability to target a population as specific as women, age 40-65, who have endodontics listed as their profession or an interest. This will help to make your campaign extremely targeted and hopefully successful.

The ability to target your perfect customer, whether through a specific special interest website or through social media, gives you a whole variety of advertising options that have never been possible before. Popular options include display, search, email marketing and affiliate marketing. This gives advertisers the chance to communicate with the audience they want to target, using the right technique, whatever their particular objectives are for that campaign.


Thanks for reading.

Part 2 of our series on Online Advertising can be found here.

Part 4 - Creative Opportunities.

  2829 Hits
2829 Hits
NOV
15
0

G.D.P.U.K

G.D.P.U.K

Welcome to our latest blog. Below are 5 reasons that we believe make GDPUK a unique place to market your business and reach your target audience of dentists. G.D.P.U.K.

 

 

 

G = Growing

 

Established in 1997, GDPUK continues to grow

 
  • 20 years of hosting dental discussion chat and opinion

  • The home of dental opinion in the UK

  • Just under 10,000 members, who are all part of the profession

  • Since beginning of 2014, we have had 3500 new members, the site is constantly growing.

  • Approx 1,000 different people contribute to our forum discussions in a calendar year.

  • In 2016, we are averaging over 4,000 unique visitors a month to the site.

D = Debate

GDPUK is the home of dental opinion and information.

 
  • The site is proud that it gives a medium for dentists to discuss dentistry in the UK and give their opinion of what matters to them.

  • The site can be controversial but we see that as a good thing. We exist because the content in our news, blogs and forum pages is interesting to read. We continue to attract an audience.

  • This tradition continued at our conference in November 2016 and our 20th anniversary celebrations in 2017.

P = Publisher

Publisher of Daily Dental News and Blogs

  • Large audience follow our news and blogs

  • GDPUK has a news editor, plus a number of paid content writers

  • News stories receive thousands of readers a week

  • A range of blogs are published weekly, full of opinion, humour and insight.

  • Our news is published instantly, so the site carries the latest stories, no monthly deadlines, no print nor post delays….

  • @DentistGoneBadd our comedy blogger attracts around 5,000 readers per week, 100,000 in the last twelve months.

U = Unique Opportunities

Reach your target audience

  • GDPUK offers unique advertising spaces to get in front of your target audience

  • Dentists are reading our site every day of the week.

  • The site is like a dental exhibition every day!

  • Feature on our daily digest email, which gets sent 3 times a day, every day

  • Ask us about what we can offer for a 12 month marketing campaign.

K = Kinship

Become Part of the GDPUK Family

  • We are a small, close knit group and business at GDPUK

  • Work with us and we can help any problems or issues and come back to you instantly

  • We can provide full accountability on everything and we are always available to speak or help.

  • GDPUK loves to build close relationships, with our users, colleagues and also our customers who help to keep the site running.

For more information about GDPUK and how we can help to market your business, please This email address is being protected from spambots. You need JavaScript enabled to view it..

Thanks for reading.

  3494 Hits
3494 Hits
NOV
09
0

Market your business online, work with GDPUK in 2017

Market your business online, work with GDPUK in 2017

 

Ask us, How we can help you?

 

There has been a recurring theme this week (other than the US Presidential Election) and that is clients or prospects asking how we can help them in 2017?

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.

So we have put together a short list of the ways in which we can help our clients engage with potential customers.

 

  1. 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 and by getting in This email address is being protected from spambots. You need JavaScript enabled to view it..

  2. 12 month packages of advertising. We have a number of deals with clients that run for 12 months, which offer the client excellent exposure, good value and builds a great working relationship between GDPUK and the client.

  3. Product / Service Launches - We can help launch a new product into the market, with blogs, news articles and banner ads.

  4. Special Offers - Entice new or old customers with a special offer / or sample offer

  5. 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.

  6. 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.

  7. Surveys - Run a survey, which can be hosted by our site or your site. Use it to do product research etc

  8. 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.

  9. 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.

  10. 2017 Conference. Next year we are pleased to be hosting an event to celebrate our 20th year of a space for dentists in the UK to talk and share opinion. This milestone, will be marked with conference towards the end of next year. Exhibition and sponsorship opportunities will be available.

 

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, helping your business thrive in 2017.

Thanks for reading.

  3326 Hits
3326 Hits
FEB
07

Time to market successfully - Tim Caudrelier

Time to market successfully - Tim Caudrelier

You may think that advertising and marketing takes a substantial amount of time and effort and in most cases you’d be right – but it doesn’t have to be that way. Through the help of professionals, an effective system can be implemented to efficiently increase patient retention, acquisition, satisfaction and loyalty, as well as differentiating customer value, developing customers via up-sell and cross-sell opportunities and decreasing costs associated with low response rates[i].

 

Automated systems have become one of the main trends in modern marketing, proven successful across a wide range of industries. With developments in information and communication technology, businesses both large and small are able to build up substantial customer databases with real-time data. Strong software packages can then be utilised to analyse the findings to the advantage of the company.

 

Many of these marketing solutions are based on customer relationship management (CRM) or customer value management (CVM). These focus on the analysis of individual data to acquire and retain consumers and to drive behaviour with developed marketing strategies in such a way that the value of all current and future customers is optimised[ii]. The main objective is to better understand individuals by collecting relevant information and then making the most of this data to manage customer value and firm profitabilityi. With patients interacting through a number of channels, information can be collated from various touch points, such as face-to-face, telephone conversations or online. The information can then be used to better understand, monitor and influence customer behaviour through targeted emails. This shift in perspective in recent years from a product orientation to customer orientation brings marketing back to where it should be – about the patient experience.

 

As a service sector, dentistry should always be about providing the patient with the best experience possible. From the first time individuals access your website to the treatment provided and beyond, the way you and your team interact with the patient affects their overall opinion of the practice. This in turn impacts on future loyalty and whether they recommend your practice to family, friends and colleagues.

 

Implementing an effective system, such as AIM – Automated Intelligent Marketing –from 7connections can help you achieve outstanding results with minimum time and effort. The experts at 7connections can work with you and take care of virtually every aspect, so you don’t have to worry about setting up the technology, writing emails or sending them. Information can be targeted successfully to increase product and treatment sales in an economic and effective manner.

 

For your chance to find out more and claim your free three-month trial of AIM, contact 7connections today.

 

For more information about 7connections and the three-month free trial with AIM, please call 01647 478145, email This email address is being protected from spambots. You need JavaScript enabled to view it.

or visit www.7connections.com



[i] Aksoy, L., Keiningham, T. L., & Bejou, D. (2008). Objectives of customer centric approaches in relationship marketing. Journal of Relationship Marketing, 6, 1-8.

[ii] Morgan, R. M., et al. (2015). Handbook on Research in Relationship Marketing. Available online: http://bit.ly/1gtVhTy [Accessed 11th August 2015].

 

 

  2387 Hits
2387 Hits
JAN
12

When traffic is a good thing - Tim Caudrelier

When traffic is a good thing - Tim Caudrelier

Gone are the days when a website that simply listed your products or services was adequate. Now, with rapidly developing technology, digital advertising and social media you can create an online interactive presence to connect with your existing patients, while also attracting new people to your practice. But what is the best way to boost traffic to your website and convert leads into customers?
 

Until recently, patient use of the internet involved the major search engines, such as Google, Yahoo and Bing. However, now Facebook, Twitter and YouTube have become search engines in their own right[1]. Competition for website surfers looking for information has therefore increased and consumers now have choices they did not have a few years ago. As the online arena becomes more flooded with commerce, buyers have the desire and ability to become familiar with a brand before they purchase. This is changing online buying behaviour and people are opting for two, three or four lead magnets before buying.
 

Traffic platforms are also changing and becoming overcrowded. Take Facebook as an example – previously you could send Facebook traffic to a squeeze page with just a headline and an opt in box, but now it is becoming increasingly strict with what kind of landing pages it allows traffic to be directed to.
 

This crowding of traffic has also caused people to become highly adept at ignoring advertising in all its forms – TV commercials are skipped and emails from unknown senders are left unopened. So although there are various options available to buy advertising, this alone is no longer an effective option for driving traffic to your website. Instead you have to earn traffic by creating valuable content that attracts visitors. Through the development of informative content, you can encourage leads to your site. Reports or webinars, for example, on the latest treatments and oral healthcare advice will engage patients and create interest. More importantly, this information will also allow you to develop a trusted relationship with individuals.
 

Building your content library one piece at a time is an ideal way to start, as this will ensure you have new and interesting topics for patients and potential patients to read and engage with regularly. These could include blog posts, videos, case studies, reports and webinars, and before you know it, you will have a substantial source of work that will help raise the profile of your practice and generate new leads.
 

Having a well-thought-out marketing system in place, such as AIM – Automated Intelligent Marketing – will then allow you to target the information to the correct patients successfully. Developed by 7connections, AIM utilises the lifecycle marketing concept to effectively target communication and create smarter lead management, resulting in enhanced lead conversion rates, increased sales and greater profits.
 

There are many ways to enhance traffic to your website, however just investing time and money on advertising without a clear and structured plan will result in a number of missed opportunities. Developing quality content and then marketing it through an effective proven system will ensure leads are created and converted and patients retained.

 

For more information about 7connections, please call 01647 478145 or email pThis email address is being protected from spambots. You need JavaScript enabled to view it..

Alternatively, please visit the new website www.7connections.com.

 



[1] Romano, R., & Baum, N. (2015). The business side of developing a social media presence into your medical practice. The Complete Business Guide for a Successful Medial Practice, 239-248. Available online: http://link.springer.com/chapter/10.1007/978-3-319-11095-0_20 [Accessed 20th August 2015].

 

  2786 Hits
2786 Hits
DEC
01

Maximising Value Turbo-Charge your Turnover - Luke Moore, Dental Elite

Maximising Value Turbo-Charge your Turnover
 

Turbo charge your Turnover
 

Website optimisation can be a cost effective and easily integrated marketing strategy for a dental practice to pursue. Practice owners need to spend time dedicated to the clinical aspects of a dental surgery, and this is where their expertise lie. However, this can result in the business side of the practice being neglected having detrimental effects on the revenue flow, so owners need to identify tactics that have maximum impact with minimal disruption on the care of their patients.

 

The internet has transformed the way in which businesses can communicate to both their current and potential patients. It is another channel that can be utilised to target specific groups with a tailored message that will resonate with their needs. Most UK dental practices have a website, even if it is not fully optimised, and there are a number of routes that a new patient can take to find it. The majority probably start from a well-known search engine and if a website has been designed effectively, it should have a high enough organic ranking to be featured in the first few search results.

 

However, many websites have to work proactively to acquire a prime position. One method is to pay for advertising. The advertisement needs to be carefully considered to ensure its effectiveness: concise, informative and intriguing. However, this does not guarantee a new patient, with the average conversion rate currently presenting at only 2.5%.  An important tip to increase sales conversion is to ensure that the landing page from the advertisement supports the message. If the landing page does not give the information that the patient requires at first glance, then the viewer is unlikely to spend any more time on that website. Also, it’s important that the potential new patient can easily make contact with the practice through simple forms of visual contact details. Even if the potential new patient does not convert following initial contact, this data can then be used to communicate with the ‘hot lead’ in the future.

 

With over a hundred years’ of experience across the team, Dental Elite can offer your practice a ‘Health Check’ and practical advice on how to achieve your objectives. Dental Elite will work with you to ensure the practice is optimising its revenue stream with view to maximising the valuation for when you come to sell. The Dental Elite directors have experience in marketing and Search Engine Optimisation and so these activities are at the core of the service offered.

 

Web site optimisation can be a powerful marketing tool to drive new patients to your practice, maximise their investment once there and increase the practice’s revenue stream. With just a few simple tactics applied online, the practice’s potential reach to new patients is enhanced with minimal disruption to clinical care.

 

For more information visit www.dentalelite.co.uk, email This email address is being protected from spambots. You need JavaScript enabled to view it. or call 01788 545 900

 

  2532 Hits
2532 Hits
NOV
05
0

Search Engine Optimisation For Dummies

Search Engine Optimisation (part one)

Using search engine optimisation
search engine optimisation

NEIL SANDERSON DENTAL MARKETING EXPERT

You are probably aware that Google now gives the top three search results to it’s paid advertising e.g. pay per click or Google Adwords. This is without doubt the most effective and quickest way to get your website to the top of Google’s rankings.

However there is also a case to be made for being near the top of the rankings organically or free listings. Some people just prefer to click on the free area rather than clicking on an advert. So whilst I would always advocate using Google Adwords as your first choice, I’d like to talk a little about search engine optimisation.

Search engine optimisation is effectively trying to make your website rank towards the top of Google’s listings. You must remember that fourth place is probably the best you will ever get because of the pay per click.

But if you can get yourself to position four of five it’s certainly better than being on page two. So  what do you need to do?

Search Engine Optimisation must do’s
  1. Video You must have video on your website, this is now crucial. Not only does video move you up the rankings but it also is a brilliant tool for keeping people on your page and remember to make your video autoplay. Ideally the video should be on either YouTube or Vimeo with a link to you website rather than being embedded in your site.
  2. Blog Write a regular blog, between 300-500 words. A blog is also extremely effective in influencing Google, make sure you put lots of links back to your website into the blog and also have outbound links. you also need to optimise any images you put into your blog. You also need to think of the keywords you are trying to influence Google with.
  3. Google local business. This is an area often overlooked by most practices but is highly effective at getting you up the local rankings. Put as much content into this area including video, images, your opening times, any special offers, in fact as much as possible. Then get as many reviews from your patients as possible.
  4. Metatags These are the short descriptions you see when you search for something and are presented with the listings, ensure that these are relevant and have your key words in them.
  5. Links. If you have any links in you page ensure that they still work, Google will check for broken links, if you have lots they will mark your site down.
  6. Navigation Analysis ensure that your site has good navigation and all links within the site work.
  7. URL names ensure that your URL (the name of the page) is relevant and has your key words in it.
  8. Content Change you need to make sure that your content changes regularly, Google doesn’t like static sites, it wants to see things changing regularly, just as you update your Social Media ensure that you regularly update your website too.

I’ll go through some of the other SEO tactics in later posts, but if you start to adopt these you should see your rankings improve, although this isn’t guaranteed and you are at the mercy of Google. As I said earlier, the only tried and tested way to get your site to the top of the listings is to advertise with Google.
 

If you would like help with your digital marketing, call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit my website www.dentalmarketingexpert.co.uk Facebook page

  4317 Hits
4317 Hits
JUL
19

Enhancing our clinic - Mr Jonathan Bell Consultant Orthopaedic Surgeon at Wimbledon Clinics

Enhancing our clinic Mr Jonathan Bell Wimbledon Clinics

The Company

At Wimbledon Clinics we were the first multidisciplinary clinic providing sports medicine and othopaedics in London and the South of England. Our team of orthopaedic consultants specialise in back and neck, foot and ankle, hip and groin, knee, and shoulder pain and we offer a range of solutions and options for treatment. Our goal is to provide exceptional care that focuses on the patient’s need by providing a strong non-operative care pathway alongside surgical excellence when required. Our patients know that they will not be over-treated or operated upon without appropriate trial of non-operatvie care.

 

The Challenge

We initially approached 7Connections as we were looking to attract new patients, and improve efficiency across the clinic. Our biggest challenge was that the principles were generating 60% of the turnover and we wanted to attract increased numbers of patients for the other specialties to even out the figures. Therefore the focus was on establishing a plan to generate direct referrals from marketing, additional revenue streams and recruitment of further associates.

 

The Solution

To do this first required restructuring our front of house and back office management processes. We started working with 7Connections, specifically with Tim Caudrelier, who has helped us immensely with the restructure of the team. This has delivered great results as the productivity and culture in the office has been significantly enriched. This has in turn had a positive impact upon the engagement of associates and the benefits can been seen across the clinic.


We also switched the vehicle from a Limited Liability Partnership (LLP) to a Limited company to better allow us to offer minority shares as part of our succession plan. Our finance reporting was then adapted to include monthly EBITDA and forecasting in addition to monthly budgeting, this has allowed a far greater perspective on our continuing progress.


We have also implemented a range of new internal systems, have out sourced our finances (bar day-to-day invoicing and debt collection), and are now in a position to measure and track our new marketing programme, which we have just begun rolling out. The service we received from 7Connections has facilitated the smooth nature of these transitions, and we have found that Tim has been available for calls, emails and meetings and has really gone above and beyond our expectations in the asistance he provided. What’s more, we have now also just completed our first marketing sequences with Jon Barrow and hope to see results from that very soon too.

 

Results

Having made the changes and followed the advice given, we have managed to get to within a few thousand of our end of year forecast, which proves how robust the changes have been. We have also vastly improved our ‘referrer nurture’ program which has seen an increase in referrals from those we engaged with.

Overall, the restructure has allowed us to trim costs and we have seen a 35% growth over the last year, the vast majority of this was for the associates not the two principle shareholders.

 

For more information about 7connections, please call 01647 478145 or email pThis email address is being protected from spambots. You need JavaScript enabled to view it..

Alternatively, please visit www.7connections.com.

 

  2607 Hits
2607 Hits
JUN
30
0

9 Rules for Designing Effective Banner Ads

9 Rules for Designing Effective Banner Ads

GDPUK remains free to join and to post on the forum. We have close to 9000 members and they love using the resource to keep upto date with all things dental and keep engaged with the dental community. Revenue for the site is generated from banner advertising. Our clients who advertise are predominantly from the dental trade.

 

Clients of GDPUK often ask us about designing banner ads for the site, so we thought we would put together this simple guide and let you know our thoughts on what makes up an effective banner ad. Obviously when creating a web banner ad, it is important to always look at it from the perspective of the viewers (or your potential customers).

 

  1. Make sure it is correct size. If you are given details of a certain specification or size needed, you should follow the requirements, otherwise the banner ad won’t work.

 

  1. Keep the file sizes to a minimum. Smaller files load faster and it increases the chance of being seen by visitors.

 

  1. Good copy (like all advertising) is very important. Use of graphical elements is good, however, it's the copy that triggers people to find out more about your product. Banners that are effective are kept short and simple. Further info below

 

  1. You want your potential customers to look at your ad, get interested, and click on it, then find out more info about your product on your website (preferably on a relevant landing page on your site). Don’t try to fit all the benefits of your product into that small space, it never looks rights and is ineffective. Simple and clear is the best method.

 

  1. Over the years, the banners that have been the most effective, use an eye-catching hook. Headlines are what trigger people to read the story. Emphasising the benefits of your products more than the features of your products is the way to go.

 

  1. By using a call to action graphic or text you make it very clear to the visitor what you want them to do. For example: For More Information; Download Info Now; Click Here to Purchase. This works with the earlier advice of being simple, clear and direct.

 

  1. Animated GIFs work brilliantly on GDPUK but graphic designers always tell us that you need to avoid using photos and photo-like images on animated GIFs. Because of how GIFs work, the photos won’t look as nice and it will just make the file size huge. It is most likely you will be limited to having just one or two frames for the banner given the file size limits, plus as mentioned before, banners are more effective as a smaller file.

 

  1. If you want to use photos in your ad (for websites only; not on our daily digest emails), consider creating it in Flash or HTML5. It will give you better return in terms of quality and file size.

 

  1. Effective landing pages. We have mentioned this a number of times over the years! When people click on the banner, they should be presented with the relevant campaign or information immediately. They do not want to go to your homepage and be forced to hunt for the information that may exist on another page of your site. An effective landing page produces a great experience for your customer but also better results from your advertising campaigns.

 

Thanks for reading this guide to creating effective banner ads. We hope you find it useful and a simple blueprint to follow when looking to advertise online.

 

If you need further information or want to ask a question about this blog. Please get in touch.

Thanks

Jonny

  4777 Hits
4777 Hits
MAY
31

Moving with the times - get your dental marketing right! | Tim Caudrelier

Moving With The Times - Get Your Dental Marketing Right!

There is no doubt that the dental practice landscape has evolved dramatically over the last 20 years, and we are seeing this shift continue as changes to contracts, authorities and organisations affect the way we perceive and run practices. Parallel to the developments in the way dentistry is governed and managed there has been a dramatic increase in competition between surgeries, both locally and nationally. This has caused the emphasis to move more towards viewing a practice as a business, with attention given to its profitability and commerciality.

As such, the business model for a dental practice is wholly unrecognisable from that which we would have been accustomed 3 years ago, let alone to 20. Not only that, but the dentistry on offer is entirely different too. Technology has moved forward at such a pace that complex procedures that would have been either prohibitively expensive or logistically impossible are now a part of the everyday provision. As well as this the demands on a practitioner, from maintaining levels of CPD to managing staff, and the increased amount of paperwork, have snowballed, leaving very little time to consider the well-being and direction of a business.

Dentists are therefore finding themselves pushed and pulled in many directions, with their focus spread increasingly thinly over an array of equally significant issues. In such circumstances it is all too easy for one issue to take a backseat or be neglected altogether and unfortunately, more often than not, it is the marketing of a practice that suffers. This will of course have disastrous repercussions, as the reality is that marketing is just as relevant to dentistry as it is to any other business. Every practice needs to promote itself and the services it provides to ensure a steady stream of new patients. But knowing you need to make a change with your marketing and actually understanding how to do so can be two entirely different problems.

The knee-jerk reaction can be to adopt a scattergun approach, aiming everything at everyone. However, this can be an expensive and potentially pointless exercise. Closely considered and targeted tactics are much more effective in ensuring the right messages are sent to the right people. To create a successful marketing strategy for your practice, it helps to follow a tried and tested formula. The much discussed seven-step principle known as ‘lifecycle marketing’, effectively encapsulates the process of attracting new patients and retaining them by building and developing long-term relationships.

A customer centric strategy, founded on the idea of sending the right message at exactly the right time, lifecycle marketing combines CRM, e-commerce, social media and email marketing into an online system for converting leads into customers and growing sales. It utilises sophisticated email campaigns that treat each recipient individually, taking into account their level of interest in a product or service on offer. For instance, a simple exercise of splitting email recipients into three categories such as interested prospects, current patients and lapsed patients, will allow you to approach your interactions in three distinct ways, tailoring your communication to suit.

Four Main Practice Types

Across the profession, in line with the developments discussed earlier, we now see four distinct practice types emerge, each with its own identifiable set of challenges and opportunities. But whatever your practice type, adopting lifecycle marketing will help you to develop and grow your business and there are specific benefits for each category.

NHS - The primary benefit for an NHS dentist will be in the automation of the patient system and the improved efficiency of the business model – this will lead to fewer missed appointments, less time spent chasing customers and more repeat appointments.

Private - For a private practice it will revolutionise the way the dental team works, enhancing practice turnover and profitability by growing the amount of time spent performing the right treatments and increasing the uptake of elective procedures.

Mixed NHS and Private – A mixed practice will see all the benefits the purely private dentist will see, but most importantly, adopting lifecycle marketing will help to accelerate the acquisition of more private clients.

Dentist Entrepreneur (multiple practices) – The benefits for a dentist running multiple practices is the ability to automatically scale their lead generation, conversion and upsell, whilst also generating a greater consistency of service between practices AND much more efficient use of the team’s time.

No matter your practice type, the aim of your marketing will always be to increase sales and profitability. By adopting the techniques of lifecycle marketing this mission will be made far more achievable thanks to the provision of clear structures and methods for meeting new patients and expanding your clinical reach. By embracing solutions designed, customised and put together for you by the experts, you can save precious time and money without compromising the results. Working with 7connections and software giant Infusionsoft, for example, you can implement effective strategies and fresh ideas with ease.

Dentistry has certainly changed over the last two decades, but that doesn't mean your practice has to be left behind. Make sure you are able to remain competitive by ensuring your marketing is up to scratch. If your practice is feeling its age and in need of greater profitability, client retention, and lead conversions, then you need lifecycle marketing in your business.

 

For more information about 7connections and the Ultimate Marketing Academy, please call 01647 478145, email This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.7connections.com

  3094 Hits
3094 Hits
MAY
28
0

The Implant Hub goes live!

The Implant Hub - Supporting the Business of Implant Dentistry

On Wednesday 27th May the dental industry came together to launch The Implant Hub, a unique and exciting new online resource for dentists looking to grow their dental implant business. 

The Implant Hub - Launch

This brand new digital hub, at www.theimplanthub.com, provides information on topics that will directly impact profitability for both GDPs and specialists, supporting the business of implant dentistry.

A venue where you can gain valuable insight into growing your dental business, The Implant Hub delivers exclusive support and advice in implant dentistry through articles and blogs to Google Hangouts, as well as LIVE Q&As from our three top coaches: Chris Barrow (Business Coach), Mark Oborn (Marketing Coach) and Dr Nav Ropra (Inspirational Coach).

The Implant Hub - Launch

Speaking about The Implant Hub, Ken O’Brien, General Manager of BioHorizons UK, the team behind this new offering, said:

‘Always mindful that we provide unparalleled support for our clients in the business of implant dentistry – and beyond the sale of implants – The Implant Hub was the natural development in our offering to this industry. We are delighted to launch The Implant Hub and, together with our three coaches, our aim is to provide a resource that helps our clients develop their practices from a business perspective.’

Recently added content includes:

- White Paper Marketing in Implant Dentistry

- How to differentiate yourself from the practice down the road

- Why online marketing is more powerful than conventional marketing techniques.

To see for yourself what The Implant Hub has to offer your implant dentistry business, please visit www.theimplanthub.com

The Implant Hub is currently available free of charge to all BioHorizons customers. For  those who are not BioHorizons customers, please register your details on the website to find out how you can gain full access.

 

 

  3872 Hits
3872 Hits
MAR
24
0

Why You Need A Landing Page For Your Website

Your Landing Page

landing page

Neil Sanderson

Most people think of a website as an entity in its self, this is not the case. A website is a series of pages of which you need to think about landing pages.

What is a landing page? Well the description is in the name really, it’s where people land when they first come to your website.

Most people think that the place people should first see when they arrive at your site is the home page, this again is not the case, ideally you need people to land on the correct landing page, let me explain.

I’m sure that all of you have at one time or another gone to Amazon. Can you ever think of a time when you arrived on a home page which had menu options across the top for you to find what you are looking for?

No of course you haven’t. You always land on the page that you wanted. For instance if you are looking for a camera. I typed in the search “Canon EOS 70D” and below is the search I got.

landing page

Camer search screen

All the search items are about the EOS 70D which is what you would expect, some are reviews and technical pages others are sales pages, but effectively all of them are about this particular camera.

So whenI click on the search item which takes me to the “landing page”. It comes as no surprise that the page I land on is about the Canon EOS 70D.

Because Amazon is so good at this you are presented with everything you need to purchase this camera, there are reviews, things that people also bought when they buy this camera etc. In fact just about everything you need to make a purchase, this is a typical Amazon landing page and they are very good at it.

landing page

Amazon Canon landing page

So what has this got to do with your website and the landing page that your prospective patients land on?

Well it’s about this, we have all been tought by the likes of Amazon that we want to land on exactly the page we are interested in. We don’t want to land on the “home” landing page, we know what we want and we want it right now.

People are not prepared to come to a “home” landing page and navigate around the website until they find the item they are looking for, this is why you have to promote your landing pages all the time, so that your visitors get exactly what they are looking for immediately.

If someone is looking for teeth whitening, most dental websites are set up so they will come to the “Home” landing page, they will then click on the treatment tab, then they will find the whiting link and click on that, do you see the issue?

If you want people to visit your teeth whitening page you need to start optimising this page so that Google can pick it up and display it, this needs to become your whitening landing page.

The same goes for all your other treatment, such as facial aesthetics, implants, straightening etc. etc.

Writing a blog is a great help but having the right key words on the page is also crucial, along with the correct meta description. Get ahead of your competition and ensure that your treatment pages are optimised to be your landing pages.

However you can bypass all this an just use Google Adwords, which will always send people to exactly the page you require, this is one of the huge benefits of Adwords.

If you would like more information on your website, call me on 01767 626  398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit our Facebook page.

www.dentalmarketingexpert.co.uk

  4191 Hits
4191 Hits
FEB
27
0

How To Get Free Traffic To Your Website

Website Traffic, How Facebook Can Increase Yours Completely Free Of Charge

website traffic

Neil Sanderson

We all know that saying thank you is a great courtesy and makes the person who is receiving, feel much better don’t we. Well here’s a tip to make those two little words “Thank You” increase your website traffic too.

As I’ve said on many occasions before, there are two things you need to concentrate on with your website, (1) you need to maximise your website traffic. (2) you need to converts as much of that website traffic as possible into paying patients.

So here’s a little tip that will cost you absolutely nothing, it may endear you to your patients and you’ll get more traffic to your website and if your website has the right things on there when they land you’ll start to get more new patients too.

70% of the population now owns a smart phone, which is quite staggering, and just about every person who has a smart phone knows how to use an app. Additionally 50% of the population use Facebook for at least half hour per day every day.

So when you have done a great job for one of your patients and they say “thank you”, why don’t you ask them to put a link onto their Facebook page and just say thank you, it’s as simple as that.

They can even do this whilst you are with them on their Facebook app!

Let me elaborate on how powerful this little “thank you” can be to increase your website traffic. Let’s say you see fifty patients per day and one in five of them post this link to your website on their Facebook page.

The average person has 500 friends and likes on their Facebook account, this means that the link to your website could potentially be seen by 5,000 people every day.

Now I know that not everyone is going to do this for you, however much you try and persuade them. So we’ll scale this down (a lot). Let’s say that only 50 people per day get to see a link posted by one of your patients. This means that upwards of 1,000 people will see the link every month (12,000 per year).

Even if only 10% of them actually click through to your website, this means that 1,200 new patients will visit your site, simply because you asked your patients to say “thank you” on their Facebook page with a link to your site.

The best thing about this is that all this new website traffic is completely free, you’re not spending a penny on advertising anywhere.

But you also need to remember that you have the right wording, graphics, video etc. on your site to convert them from website traffic to paying patients and that is a whole different subject and incidentally even more important.

If you would like to know how I can help you grow your dental practice, call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit the website www.dentalmarketingexpert.co.uk, or you can visit our FACEBOOK page too.

  3845 Hits
3845 Hits
DEC
08
0

Busting Myths about GDPUK.com

In this weeks "digital dentistry" blog, we would like to look at comments we regularly encounter about gdpuk.com. We have provided answers to those statements in the blog below, that we believe will bust the myths about our site and change your perception of gdpuk.com.

"The same people use the forum"

We agree that a number of people post regularly (true of any successful community) but in 2013 we had 958 different contributors to our forum discussions and in 2014 we expect to have over 1000 different contributors from all over UK Dentistry. We believe that such a huge amount of expertise, information and opinion is unbelievable! This varied interaction makes the forum vibrant, controversial and inspirational, everything you want in a successful community.

"The forum contains arguments and negativity."

Yes the forum does contain arguments and disagreements but a bit of controversy keeps the community moving forward and our members logging onto the site! Overall, our threads receive positive feedback, encouragement or helpful information. The site is professional (helped by members using real names) so information can be shared plus opinion or outrage can be discussed in a secure environment (CQC, GDC etc).  This helps to create a credible, thriving and growing community. The majority of our users find the site an incredible and positive medium.

"Dentists don’t go online."

We heard this comment recently at a dental exhibition from someone who shall remain anonymous. They believed that dentists prefer to read trade magazines and books and don’t use the internet. Dentists are no different to the rest of the UK population and use the internet to book holidays, buy clothes and interact on social media. GDPUK is a major part of thousands of dentist’s daily lives; we have thousands reading the daily digest email or forum on a daily basis. We believe dentists are using online dental websites on an increasing basis, especially because they can use social media to interact with each other on a regular basis. Using dental sites means that friendships can be formed with colleagues across the country.

"Banners on the site aren’t noticed"

We have just under 8000 members, a number we are extremely proud of.  Our members are constantly logging in and out of the site all day long, often between patients or during lunch breaks. This means our banners often receive tens of thousands of impressions on a daily basis. At the start of December 2014, we started running a campaign for a company that helps practices with their CQC visits. As part of their advertising campaign they are running a survey on gdpuk. Link here. In the first 8 days , the survey has received 65 completed responses, which we believe is a fantastic response. The company have used a simple campaign of email and forum banners, which have received 126 clicks and just fewer than 54,000 impressions in 8 days. We believe that this is an amazing example of banners being noticed and with the right message, action being taken by our readers.

Thanks for reading. We hope you enjoyed this short blog. We hope you can look at GDPUK.com as a positive influence in UK Dentistry. If you would like further information on how to work with the site, please get in touch. 

 

  4617 Hits
4617 Hits
OCT
16
0

How UK Dentists are Using the Internet & GDPUK

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.

 

Thanks to our friends Stockdale Martin for sending over some of the statistics. They are a healthcare marketing agency. Ed Stockdale can be contacted via email on This email address is being protected from spambots. You need JavaScript enabled to view it. or followed on twitter.

If you are looking to reach thousands of dentists on a daily basis, our new GDPUK Media Pack for 2015 is now available! Please This email address is being protected from spambots. You need JavaScript enabled to view it. and we will send it straight over. 

  4125 Hits
4125 Hits
OCT
13
0

Measuring Success

Measuring Success

“You can’t manage what you can’t measure.” (Peter Drucker)

On a number of blogs I have written over the last few years, I have mentioned one huge benefit of advertising online and that is accountability and the fact that transparency can be seen as a huge advantage to the marketing team.

Having the ability to track or getting feedback from your ads is critical. Other advertising forms can be hard to track; using display ads means you can receive weekly or even daily updates. This kind of information tells you whether your advertising/marketing effort is succeeding or you need to tweak it. Feedback reports can guide you to better strategies and more successful marketing.

Experienced marketers say that one of the greatest benefits of online advertising is its measurability and the information it provides about your audience. It is a win-win situation, you can learn about your visitors while they are getting to know you. This means you are getting instant input about the effectiveness of your campaigns which can then be quickly modified to increase conversions and sales.

Online marketing is wildly more measurable than offline marketing but it is still marketing, as we are all aware humans are complicated and unpredictable, I just think it appeals to the marketer’s brain and budget constraints that there is a huge benefit to receiving reports and statistics to show for their marketing spend.

We have just returned from the BDIA Dental Showcase, it was great to catch up and chat with a range of people in the Dental family. When it came to the subject of online marketing, they kept coming back to accountability and the fact that since they had embraced digital advertising; they were increasingly getting a better idea of which campaigns worked and which media platforms to use.

It is still too early to make a final judgement but I believe the appeal of greater measurability and accountability in online marketing is beginning to pick up further support from the dental marketing community. What do you think? Is it true that you cant manage what you can't measure? Look forward to hearing your thoughts.

 

  3977 Hits
3977 Hits
SEP
09
0

Your Dental Website, What's Important?

Your Dental Website, What’s Important?

The answer to this question “Dental Website, What’s Important?” is incredibly simple really and it’s this: (1) You need to attract as much traffic to your site as possible (2) You need to convert as much of that traffic as possible.

Most businesses view their website as something that they have to tick the box and can say, yes we now have a website. The fact that the only people who know it exists is themselves, friends and family never seems to come into the equation.

Having a dental website built can cost many thousands of pounds and take up a great deal of your time and effort, only for it to lurk in the shadows never being seen by anyone. It’s a little like setting up a new dental practice in the middle of a field and wondering why nobody is coming!

The best and most reliable way to drive traffic to your website is to use Google Adwords. This will take you to the top of page one of Google in most instances or at worst you’ll be over on the right hand side of the first page see below.

Dental Website

When someone looks for your site on a mobile device this is even more important as normally you’ll only ever see the websites that are using Google Adwords advertising or pay per click (PPC).

Google normally allocates the top three slots for paid advertising which means that if you don’t advertise your website with them the best you can ever hope for is position number four and to get to this position you have to be very, very, very good at optimising your dental website.

So let’s assume you’ve decided to pay Google an amount each day to display your dental website and people are landing on the particular page you want them to land on. You now have to convert them from browsers to buyers.

Take a look at the two websites below:

dental website

Dental Website

 

 

 

 

 

 

I’m sure you’ll think that the page on the right is much prettier than my page and you’d probably be right, but my page will outrank the other page in Google rankings and also out convert the one on the right by a factor of 1000% here’s why.

On the left of my page is a video which automatically starts running when someone lands on the page, this immediately gets and keeps their attention. On the page on the right is a nice photograph.

On the right hand side of my page is a picture of my book, and a line saying click here to download my book or have one sent in the post for free. However to actually get the book you have to give me your email address and name and this is key.

If you are selling anything that is of a higher value such as an implant on your dental website, invariably people will not just pick up the phone and book an appointment now, simply because whenever we buy things of a higher value we want more information and this is where the email comes into play.

When someone gives you their email address it is placed in what we call an auto responder, this does exactly what the name implies, it automatically responds. So you can have a series of emails spaced out over the next three or four months that will automatically be sent to your subscriber.

This means that when they do eventually decide to have that implant or have their teeth straightened or have a smile makeover, invariably they will choose you because you have been sending them information for that last three months.

That’s how we convert browsers into paying patients on your dental website.

If you would like to know more about our website service, with video and auto responders built in, call me on 01767 626 398 or email me a This email address is being protected from spambots. You need JavaScript enabled to view it. or visit the website www.dentalmarketingexpert.co.uk

  4495 Hits
4495 Hits
JUL
09
0

How To Grow Your NHS Dental Practice (part II)

How To Grow Your NHS Dental Practice

Grow your nhs dental practice
Neil Sanderson

I wrote part one of How To Grow Your NHS Dental Practice a few weeks ago, the reason that there has been a little delay is that I have been putting into place a new product to help solve this problem.

So let's have a look at the issues for most NHS dental practices. Unless you can get the local PCT to give you some more UDA's you simply can't grow your NHS dental practice revenues and because staff costs, and inflation continue to grow this in effect means your revenues fall every year.

Add to that the growing uncertainty about the new contract, it puts practices that are wholly or mainly dependent on an NHS contract in a difficult position.

So what is the solution? Well of course there really only is one solution to grow your NHS dental practice and that is to sell private treatment, which I assume doesn't come as any surprise whatsoever, in fact it is blindingly obvious.

But here's the catch, just how do you grow your NHS dental practice with private work, because there are some very difficult obstacles to overcome when trying to sell private treatment when you depend on your NHS patients and that contract.

Let me put one myth to bed straight away, it doesn't matter where your practice is or what the demographics are, there are people out there who will find the money for private treatment, however deprived your area is, please believe me on this one. despite what your associates may tell you.

However there is one practical problem to growing your NHS dental practice you will have to overcome and that is this. Can you actually deliver the private treatment e.g. straightening, whitening, implants, smile makeovers. If you can't deliver then you need to find a way to do this. But I am going to assume that you can deliver private treatment in some form or other.

So we know what the problems of how to grow your NHS dental practice are, how are you going to overcome them. The biggest problem you have to solve is letting your patients know what you can offer them.

If you take nothing else from this article remember this statement... It is not your patients job to find out what you can do for them. It is your job to tell them what you can do for them!!!

So how are you going to sell private treatment, let's just remind ourselves of the issues again:

  1. You don't have time to discuss with your patients the various private options you offer.
  2. Your patients subsequently don't know what you do.
  3. There is now an information block, your patients don't know what you can do for them and you don't have time to tell them.

It's not often I plug my products or services in these blogs but I now have the perfect solution, it is our  "Reception Information Centre", this comprises of three elements.

  1. The first is a bespoke video which will run on your TV from a DVD, computer, iPad, YouTube etc. etc. It tells your patients exactly what you can offer them in a 5-10 minute video. This video can either be an animated type of video or a professionally shot video where we bring in a film crew, not only can it run in reception but also on your website, via email or on a tablet.
  2. The second element is a practice brochure which matches the video EXACTLY it is designed specifically for your patients to take away and remind them exactly what they saw when they were waiting to see you.
  3. The third element are pull up exhibition stands which will have the bullet points of what you can offer and again matches exactly the style of the video and the brochure. It will guide them to watch the TV and pick up a brochure.

In order to grow your NHS Dental Practice you need time to tell your story and you simply don't have it in an NHS practice so this system does exactly that for you, it will encourage your patients to ask what you can do because they are now informed, even asking for a white filling rather than a standard one. All the above is bespoke to you with your logo, colours and even YOU in it. It is the perfect solution to the age long problem of how do you sell private treatment to NHS patients.

I will have examples of the above in a couple of weeks with pricing to match.

There are other options for informing your patients what you can do and I'll cover these in a couple of weeks, but they all involve much more expense and time and effort on your part.

So if you would like more information on the "Reception Information Centre" or how to grow your NHS dental practice or any other dental marketing issues, call me on 01767626398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit the website www.dentalmarketingexpert.co.uk

 
  4085 Hits
4085 Hits
MAY
09
0

What are the 6 key attributes of an effective landing page?

What are the 6 key attributes of an effective landing page?

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.

If you would like to discuss how to market your brand or product on GDPUK.com, please This email address is being protected from spambots. You need JavaScript enabled to view it.. We can organise a marketing strategy that will work for your business needs. 

  5430 Hits
5430 Hits
MAY
07
0

The importance of an effective landing page

The importance of an effective landing page

Landing Pages

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?

  • They help you focus on conversion. The focus has to be on converting visitors into leads. A few simple ideas could be contact details for a free white paper, or contact details for a sample of your product.
  • Direct. By using a landing page you will start to find that a landing page can be more effective than just directing traffic to a homepage, which is likely to be a waste of time. Once someone makes the effort to click on a banner, if the landing page matches what is on the banner, the odds of converting the click into a lead will increase dramatically.
  • Generation of leads. If an effective page is created, it is suddenly a lot easier to capture leads. Every time a lead completes a conversion form on a landing page your sales team collects valuable information. Obviously this is a great for the sales team, as they are receiving warm leads to target.
  • The more the better. Once you start creating a range of landing pages for different offers, the more opportunities you will create to convert visitors into leads.
  • Makes the expenditure on advertising worthwhile. The landing page should sell your product; the language on the landing page needs to be customised and persuasive to your target audience. If you are creating specific ads (which many GDPUK clients do) then it is pointless if you’re only going to send potential customers in the direction of your homepage.

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.

For further information on how we can help with the marketing of your brand or product or to learn how we can help with a landing page for your advert, This email address is being protected from spambots. You need JavaScript enabled to view it..

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

  4392 Hits
4392 Hits
APR
09
0

Why You Need To Blog On Your Website

Blogging For Your Practice

Blogging

Neil Sanderson

Blogging is now essential if you want to have a successful Social Media presence and at the same time get your dental practice website up the Google natural rankings, so first things first, what is a blog?

Well you are reading one now, this is my blog and I write one every week, for two reasons, the first is to communicate with my clients and potential clients, the second reason is that blogging is one of the best ways to keep your website on the first page of Google.

A blog is simply an article written by you, usually on your website, but you can have a separate blog area too if you don’t have this as part of your site. I would recommend to anyone that if you are thinking of building a new dental practice website or changing your existing one you must have the ability to write a blog.

I recently asked for a quote on behalf of one of my clients to have upgrade his website which currently doesn’t have the ability to start blogging. Both he and I were staggered when I was quoted £950.00 + VAT.

All websites should have a blog built into them, if you build a website in one of the two major “content management systems” e.g. WordPress or Joomla, this will be provided for you automatically. Don’t buy a website without either (a) a content management system or (b) a blog section. Incidentally all the websites we build have both as standard see my siteDental Website Design and Build.

So why is blogging so important? Let’s look at Social Media first. The two main Social Media sites you should have your practice on are of course Facebook and Twitter. Neither are really geared up for having lots of content in a single post, in fact Twitter limits you to 140 characters in total.

So if you are going to engage with your patients you have to link to something else, this is where blogging really comes into its own and this is how you do it. First you write your blog (remember a blog can be any size you want) on whatever special offer you are running or something interesting about the practice. You then create a post on either Facebook or Twitter and put a link back to your blog.

This does several things, firstly it takes the person who is reading your post back to your website which is ideally where you want them. Hopefully they will take advantage of your offer or maybe have a look around your website, either way this is what you want to achieve.

Secondly Google loves this type of traffic, so the more traffic you have coming to your site from Facebook and Twitter the higher Google will rank your site. This is the modern equivalent of “link building” but one that Google approves of and rewards you for doing it.

Blogging has another great positive effect on your website ranking. Google is encouraging everyone to update and create new content for your website. A blog is the single best and easiest way to do this. If you start to blog ideally once per week or once a month even once a quarter, your website rankings will improve.

So remember, if you are ordering a new website, insist it has the ability to blog (all ours do). Insist it has a content management system (all ours do). Start blogging and see your website rise up the rankings and your Social Media engagement soar.

If you don’t have time to blog yourself, we can do it for you, simply call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit the website www.dentalmarketingexpert.co.uk

  4426 Hits
4426 Hits
MAR
27
0

Facebook Advertising For Your Practice

Facebook Advertising For Your Practice

Facebook Advertising

Neil Sanderson

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.

If you need help and advice with Facebook advertising, call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit my website www.dentalmarketingexpert.co.uk

  4017 Hits
4017 Hits
JAN
19
0

Is Social Media Too Time Consuming For You?

The Social Media Phenomenon

social media

A

Around two years ago I wrote my first book called How Your Practice Can Survive The Recession, there is a section in it about Social Media, which I was somewhat dismissive of.

I have recently updated the book for several reasons but one of the most important reasons was that Social Media has now moved firmly into the mainstream of business and because of this, all dental practices need to take it very seriously.

My business now receives around 15% of all the enquiries I receive from either Facebook, Twitter or Linkedin, this is a massive change from just twelve months ago. Thats quite staggering, a year ago I could count the number of leads from Social Media on one hand, all that has now changed

It is also a fact that 50% of the U.K population spends at least one hour per day on Facebook. This creates a huge opportunity for your business, both advertising and posting in in general.

I regularly speak with my clients about the opportunities of Social Media and whether or not they should be active in this area, the answer is always a resounding yes.

However there is a problem, in order to have a healthy Social Media presence means you have to be active pretty much every day, its no point trying to get people to “Like” your page if you never put anything on it, and the majority of practices don’t, for one simple reason they simply don’t have the time.

So whilst Facebook, Twitter, Google Circles and LinkedIn may be free to use, they take up a great deal of time and that is the one thing that the majority of dental practices simply don’t have.

So you could give the task to one of your employees, but are you sure that (a) they will post items that are suitable and (b) will they have the time to post on Facebook and Twitter too as well as doing all the other tasks they have to achieve.

So you have a dilemma, you know that you should be regularly communicating with your patients and potential patients via social media, but neither you or your staff have the time to do it!

That’s where my company can help. Until recently I simply told my clients that they should be posting regularly on social media, but didn’t have a solution to the problem of creating the time to do so.

I can now offer a service to any dental practice, or indeed any company involved in the dental profession, whereby we will post on social media sites at least two times per day, Monday to Friday, to find out more about this unique service, go to my website http://www.dentalmarketingexpert.co.uk/social-media-dentists/ and you will be able to watch a video where we tell you exactly what we can offer you in this area.

I don’t know of any other organisation that offers this social media service, I suspect we may well be a trail blazer in this area.

So don’t waste any more time visit http://www.dentalmarketingexpert.co.uk/social-media-dentists/

Best Regards

Neil

If you would like us to increase your patient numbers, revenues and profits call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it.

  4843 Hits
4843 Hits
DEC
18
0

Multimedia A Must For Your Dental Practice

Multimedia You Need To Cover Every  Channel

Multi-MediaYou only have to think back five or six years ago and marketing your dental practice was pretty straight forward, basically you could put an advert in Yellow Pages and one in the local newspaper and you’d pretty much done it. Today is very different, multimedia is the norm.

Wouldn’t it be easy if all your patients and prospective patients were the same, you could then market to them using one platform or media and everything would be taken care of. For instance you might only have to advertise on Facebook, or Google, the truth is that everyone is different and that’s why you have to cover all the bases, with multimedia.

There is an amazing statistic that 50% of the population spends at least an hour on Facebook every day. But that also highlights another statistic and that is 50% of the population don’t spend an hour or any time whatsoever on Facebook. So if you only use Facebook as your marketing platform, you’ll miss half of your audience.

The same can pretty much be said about any media you choose to look at, for instance did you know that 12 million people buy a newspaper in the UK every day? And when you ad the free newspapers that figure grows to around 15 million, quite a sizeable market.

In 2012 21 million people took action as a result of receiving direct mail. nine out of ten people who receive direct mail open it, which compares to around twenty percent who open email. Without doubt whilst direct mail is relatively expensive in comparison with online, it is one of the the most effective way to grow your patient base, do you see where I’m going with this multimedia thing.

I am asked all the time by my clients “can’t we just email them”? Well yes you could, but ask yourself this question, “how many emails to you receive every day?” If you’re like me probably between 50 and 150. Then let me ask the same question about direct mail, “how many envelopes drop through your door every day?” I suspect the answer is probably less than five and certainly less than ten, quite often it might only be one or two packages each day!

The same can be said for text messaging, how many of you use text messages to market your products and services? I suspect very few, but think again, how many text messages to you receive each day? Just about everyone looks at a text when you receive one, for the simple reason that most text messages come from friends and family and you probably only receive one per day (maybe two).

So just have a think about the multimedia that you can now market your practice with, they include:

  • Social Media (Twitter, Facebook Google Circles etc.,
  • Your Website,
  • Your Google Places Page,
  • Text Messaging
  • Direct Mail
  • Leaflet Delivery
  • Video (You Tube)
  • Google Advertising
  • Facebook Advertising
  • Local press advertising
  • Local radio

To name but a few and the only way you can ensure that you reach as many of your potential patients is to have a presence in all these platforms, some may will perform better than others, but it is essential that you address all these areas. So when I say Multimedia is a must for your practice I hope you understand what I really mean.

Because marketing is now more and more complex, you almost certainly need help and that’s where Dental Marketing Expert can help you. Call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit the website

www.dentalmarketingexpert.co.uk

  4169 Hits
4169 Hits
DEC
13
0

Confused About Twitter?

Have you wondered how to market your dental practice on Twitter?

Many of the practices we speak to are confused as to how Twitter fits into their marketing strategy, let alone how to use it.

We are teaching a series of interactive workshops during 2014 to help practices and suppliers build stronger bonds with referral partners and patients alike.

The first workshop in the new year is on Wednesday January 22nd at the BDA and will enable you to start building relationships immediately.

You will leave with a clear understanding of how you can use Twitter for your business and where it fits into your marketing strategy.

If you are interested please click the link, we are running a special offer of book two places and get one free.

http://www.getwisemarketing.co.uk/twitter-training-for-dentists/

  4036 Hits
4036 Hits
DEC
13
0

How to Blog for your practice

Blogging Is Essential To Promote Your Dental Practice or Business

BloggingFor those of you who are not quite sure what a blog is, you are reading one right now and blogging is becoming more and more an essential part of any dental practice’smarketing strategy.

Why I can hear you all saying? Well hopefully you recently read my series of articles on search engine optimisation which over the three articles outlined what you need to be doing to raise your website’s ranking on Google. One of the things I mentioned was that you need to add new original content to your website, and the best way to do that is blogging.

Blogging is effectively you writing anything you like on any subject really. Because it is your ideas and your thoughts, you can write on any subject and be an forthright is you wish. Ideally you need to make it interesting to your public. So for instance if you are a dentist the subjects you might want to cover would be around oral hygiene etc.

Having said all that don’t make your blogs too serious or technical as you’ll just lose your audience, they have to understand what it is you are trying to convey to them, equally don’t use jargon, or scientific dental terms.

Blogging is one of the best ways to increase the rankings in the natural Google search. As I mentioned in my earlier articles, Google wants to present websites to their audience that are fresh and have new original content on them. Blogging is the most natural place to put this new original content. It will quite literally do wonders for your rankings, quite often my blogs out rank my overall website.

Blogging also has the effect of ranking you for many subjects too so for instance you might want to highlight that you offer implants in your practice, well the best way to do this is to write articles on the subject, use slightly different headlines and titles for the blog and you can start to rank for implants as well as general dentistry etc.

Blogging should also be part of your social media strategy. Every time you write your blog you should be promoting this with both Facebook and Twitter, not to mention Google Circles, this again helps immensely with your Google rankings.

Being seen to be an expert in your specialist field is essential if you are to sell at premium prices. For instance if you are regularly blogging on a  particular subject and your patients and potential patients read them, it is highly likely that when they actually want to use this service that they will turn to you rather than your competitors and they will pay a higher fee because of this too.

We call this in the industry “being the trusted expert”. The down side of this is that you have to give lots of information freely and regularly, which of course takes time and effort. But you’ll see that in the long run you will gain from it immensely, the other way to achieve this of course is to have someone else write them for you and this is one the services I offer my clients.

If you want to increase your revenues and profits, increase the number of new patients and encourage existing patients to spend more with you, call me on 01767 626 398, email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit my website

www.dentalmarketingexpert.co.uk

  5236 Hits
5236 Hits
OCT
28
0

Why Advertise with Us?

b2ap3_thumbnail_why-use-us.jpg

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.

b2ap3_thumbnail_advertise-with-us.jpg

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.

By reading this, we hope you now get a better understanding of how we can help with your marketing plans, if you would like to know more, please get in This email address is being protected from spambots. You need JavaScript enabled to view it. or call Jonny on 07786571547. 

  5705 Hits
5705 Hits
OCT
22
0

Toothpick.com awarded Smarta Top 10 ‘Most Innovative Businesses’

 

b2ap3_thumbnail_toothpick-logo-for-web-PR.jpg

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/

For more information about Toothpick visit www.toothpick.com/get-listed, call 020 77681851 or email This email address is being protected from spambots. You need JavaScript enabled to view it.

Facebook: /ToothpickDental

Twitter: @toothpick

 

  9884 Hits
9884 Hits
OCT
07
0

A third of cosmetic treatments booked online!

 

 

A third of cosmetic treatments booked online!

Recent booking data analysis by Toothpick (toothpick.com) has identified that online appointment booking is fast-becoming a must-have service within the dental practice, revealing that half of all live bookings (50%) [i] made are done so outside of surgery hours (Mon-Fri, 9am – 5pm).

This ever-increasing statistic represents a dramatic shift in the way patients perceive dentistry and the options available to them, as their personal time is being spent researching cosmetic treatment and trawling practices for last-minute appointments whilst sitting in the comfort of their own home.

The analysis also uncovered that over a third of these bookings (37%) were made for cosmetic consultations. With around one in ten general dental practitioners now signed up with toothpick.com and the average practice offering cosmetic treatments, online appointment booking is proving to be an ideal platform to promote these services.

Mintel’s ‘Dentistry MBD 2013’[ii] recent report also supports these statistics, reporting significant growth in cosmetic dentistry over the last five years, increasing to £1.3 billion in 2013, and highlighting that there is likely to be as much as 21% growth in the next five years.  Such findings are further evidence that by opening your doors 24/7 with an online appointment booking system, your practice can generate additional revenue and become more profitable whilst working the same surgery hours.

Additionally, this electronic revolution offers an obvious solution to prevent last minute ‘white space’ in the appointment diary, as Toothpick’s analysis confirmed that over 1 in 5 (21%) bookings are made within 24 hours of the practice putting them online, successfully making unfilled gaps in the diary visible to potential patients and ensuring they’re quickly occupied.

 

See the results for yourself and try online appointment booking for FREE* today, with a no-obligation, no-risk trial. If it’s not for you, don’t worry – you can choose to cancel for free! For more detailed information visit www.toothpick.com/get-listed, call 020 77681851 or email This email address is being protected from spambots. You need JavaScript enabled to view it.

Facebook: /ToothpickDental

Twitter: @toothpick

 

[1] Toothpick booking data analysis, online bookings, Jul-Aug 2013

[1] MINTEL, 2013. Dentistry MBD August 2013. London.

 

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5703 Hits
OCT
01
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Marketing on a shoestring

Nearly every day I get an email - Get to page ONE of Google. It goes into the same folder as collecting my inheritance from my lost relative in Nigeria. It is rubbish and should be treated like spam.

First of all no one can guarantee to be on the first page of Google unless you have a paid campaign and these days in dentistry you are looking at over £1000 per month to have any chance of getting to page one on sponsored advertisements. Secondly people seem to have gone crazy and want a quick win - they forget Dentistry is a relationship business and relationships take time.

You want more patients? It is simple, just ask your existing ones. I know you have heard this before but do you actually do it with EVERY patient? Tell them how much you like seeing and treating them. Tell them you have vacancies for patients like them and give them a few business cards. Do not leave it there, follow it up with an email reminding them. Most of them never think of telling their friends and family about you unless they get asked. We also send follow-up letters asking them if the treatment was comfortable, explaining the maintenance and guarantees on their work and again asking for referrals.

We look at our day list at our morning meeting - we all instantly see the names of the people we like to treat. Make it a point for the whole team to do this every day.

Now with more and more compliance there are companies out there who can automate this process for you. After every dental appointment they can email your patients and ask them to rate the service they achieved and even ask if they are happy to write a testimonial that can be placed on your website or Google reviews

You do not need a huge marketing budget. It just needs time to make sure your message is clear and you invest in different ways in reaching your target audience. A good campaign also gets them emotionally stimulated to buy or at least investigate your practice. Convert your raving fans into your marketing force.


James Goolnik is a practising Dentist and his book “Brush” donates 100% of the profits to Dentaid. He recently led a team of 8 dental professionals to Malawi to install two dental chairs, equipment and deliver skills transfer workshops from these proceed. He is a trustee of the charity “Heart your Smile”.

www.jamesgoolnik.com

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25308 Hits
AUG
19
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4 A * Reasons Email Marketing is still Alive!

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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!

1.    Addiction

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.  

2.    Automated

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.

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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.

4.    Aggressive

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! 

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14286 Hits
AUG
08
0

What is the next major trend in Dental Marketing?

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Over the next few years, video will become an integral part of dental marketing. Video attracts and holds customer attention and can contribute to a huge range of marketing ideas whether you are looking to attract new customers or engage current ones.

When we venture online, we are now seeing adverts that are similar to TV ads with the same quality and spend but they are appearing on the computer screen. Some evidence found here suggests that in June 2013, 183 million Americans watched more than 44 billion online content videos and more than 20 billion video advertisements. That is a lot of hours spent watching video! Video content has become increasingly important; in the last year alone over 38 million people watched video on their mobile phones. DG, one of the largest digital ad agencies in the world, point out that in-stream video advertising represents a huge opportunity for advertisers. It is believed that over 200 billion videos are viewed online every month worldwide. DG’s, recent survey results show that click through rate of video ads is on average nearly 2000% more than standard banners. This data suggests that video could be an extremely effective way to drive people to your website, increase traffic levels and ultimately convert sales!

Video ads often get included under the rich media umbrella. The term rich media was coined to describe a broad range of digital interactive media. Rich media can be downloaded but nowadays it is more likely to be embedded within a web page. Rich media is advertising that contains perceptual or interactive elements more elaborate than the usual banner ad. Today, the term is often used for banner ads with popup menus or videos that let the visitor select a particular page to link to on the advertiser's site.

Below is a video about the rise of rich media and its increasing importance in online advertising.

How can video benefit your dental business?

Below are 6 benefits of embracing rich media and online video. These can all be applied to the dental industry.  

1.   Show off your expertise

A video or interactive banner ad can be a fantastic way of showing the world what you know, this then builds credibility with potential customers. This means there has to be a focus on quality content and a well thought out video or advertising campaign.

2.   Make your customers the stars of the video

Colgate and Aquafresh often do this on TV adverts using dentists to endorse their toothpaste but a genuinely satisfied customer is even better, so where possible put customers in the spotlight and let them do the talking about how your product or service has been fantastic or a life saver. This then produces interactive testimonials that show customer satisfaction.

3.   Video becomes part of your overall advertising campaign

The majority of dental companies will have campaigns over multiple mediums. For example, a handpiece manufacturer is promoting their new ultra modern hand piece. They are likely to launch the new handpiece at a trade show, advertise the product in dental magazines and dental websites plus have their rep take it around dental practices, either to existing customers or even potential new customers. As part of this campaign the dental company could also produce a short video that will show how the handpiece works, what the benefits are and maybe some dentists talking about how excellent and easy it is to use. Video could be an exciting addition to a company’s advertising campaign.

4.   Impact on Social Media

The video can be shared across social media, so as well as having it available on a website as an online ad, you can also share the video with your followers on Facebook, LinkedIn, Pinterest or Twitter. Pinterest for example is no longer just images it is now moving past the static images it was originally known for. Sharing of videos within the dental community get people talking and sharing. Video adverts account for 31% of all videos views, if your ad is interesting or different, it will get shared on social media.

5.   Measures Time

With TV we never know how long people are watching TV ads or how long they listen on the radio but with rich media we are able to measure how long the consumer is looking at the advert or content. It is estimated that consumers are 25% more likely to click on a rich media banner than a normal static banner.

6.   Create an engaging story

Create an engaging story, once the consumer is engaged and clicks on the rich media ad or video they want to learn more and like to see the outcome of the story. Increase interest and intrigue in your brand, consumers will start to remember the ad and reports suggest that branded searches will increase threefold. Below is a good example to a link of a dental company promoting a new product and I personally think they have used video brilliantly. What do you think?

 

So how could video work for the dental profession?

So we have seen the benefits but how could we use video? Video could be introduced in a number of areas of the digital dental world. You could put video on your practice website (many people already have this), introduce your product or brand on your company website through a quick video or instead of playing safe with a printed advert or online banner, why not invest in something a bit more innovative or imaginative and try the online video ad like the example we have viewed above. I am sure there are already many possibilities you have envisaged of how video could be used in dentistry, please share them below, we would love to hear your ideas.

GDPUK can now make rich media a reality, if you would like to discuss running a rich media campaign or publishing video ads on our website, please This email address is being protected from spambots. You need JavaScript enabled to view it. and we will be to discuss marketing opportunities with you. Alternatively please come and visit us at the Dental Showcase @ NEC on stand L06a from the 17th - 19th of October 2013. 

 

 

  12264 Hits
12264 Hits
AUG
06
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Avoiding The Bottomless Pit Of Marketing Wastage

And The Secret to Maximising Your ROI 

The dentists we speak to have spent many years training to be the best in their field and do countless hours of CPD just to keep up with the requirements of the GDC. The majority of them have not learnt about marketing at university and have had to learn from their peers and from newspapers and marketing companies leading to many painful experiences.

Unbelievably very few businesses do track their return on investment (ROI) from advertising. The ones that do are usually clever corporations with the marketing know how to do it easily or smart business owners that understand the value of finding out which marketing methods work and then sensibly investing more resources in the ones that are delivering lots of new patients.

Maybe you think spending any additional money on tracking your advertising is ridiculous and not possible for your practice. That is fine but at least take the time to train your receptionists how to ask your new patients where they heard about your practice.

Potentially you could even take it a step further and get a sophisticated call tracking solution put into place, whereby you can actually trace all your newspaper advertising or online marketing initiatives down to a particular phone number linked to an advert or a Google analytics code for a particular pay per click advertising initiative.

This is relatively simple to implement and a necessity to strengthen your business, so that you can be in a better place after your marketing spend, investing in your marketing and maximising your new patient numbers.

If you would like any more resources on online marketing or practice management, please visit our website.

By Nathaniel Schooler, GetWise Marketing

http://www.getwisemarketing.co.uk

 

 

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6095 Hits
AUG
02
3

Is the Dental Industry ready to embrace Digital Marketing?

People far wiser than myself; tell me with a hint of frustration that the Dental Industry has historically always been a few years behind what is happening in other professions & industries. I believe this applies when looking at the dental industry in relation to advertising & marketing to dentists, their customers.

Online Marketing is about attracting your target market to you by making sure you’re on the platforms that your prospects are using to search for their wants and needs. Online marketing has been increasingly taking a prominent role in businesses that realise the older-fashioned; more established methods such as cold calling, direct mail and print advertising were becoming less and less effective.

Traditional advertising power houses have seen their print advertising revenues decline over the past few years, with huge investment & growth taking place in their online versions. One great example of this is the Daily Mail. Even with its traditional, conservative reputation, The Daily Mail has seen huge revenue decline over the last few years in relation to their print advertising. In the meantime the Mail online website has become a huge draw for advertisers because of its 6.6 million unique visitors a day, which makes it the largest newspaper website ahead of The New York Times and The Guardian. Through a combination of comprehensive news, sports and showbiz reporting, the Daily Mail have embraced online publishing and of course the revenue possibilities.

Over the last few years, we know consumers are making the majority of their purchases online but now this also incorporates industries and professions.

So where am I going with all this? Let’s have a look at the profession we all care about; The Dental Profession. Historically, companies would put special offers or promotional material in trade magazines and expect a response and some return on investment but at GDPUK we know and can see this is changing. The printed magazines are no longer being opened and read like they once were, in my humble opinion they are often left in a heap in the corner of the dental practice. Dentists are looking online for their information, plus they love to share their knowledge with each other. One of the places this is done on an increasingly regular basis is the GDPUK Forum.

GDPUK has been established since 1997 and has evolved into the largest online community for dentists and dental professionals in the UK with approx 6000 members signed up to the site. The site is not open to the public, which means that the GDPUK Forum has become a form of social media for the dental community, where dentists discuss what materials or equipment they use, advise each other on surgical procedures, have lively discussions on the future of UK Dentistry and most importantly feel like they are in a secure environment that provides support and expertise.

Like other online publications, GDPUK has seen huge growth over the last the least few years, while 2013 has been exceptional. The below graphic shows the surge in unique visitors and number of visits in a month since Jan 2013, one we are very proud of. The image illustrates that dentists are using the site day in and day out, they have understood that joining an online community like GDPUK offers a place where they can learn, receive the latest dental news and opinion, take part in the discussions, gather information and form long lasting friendships.

 

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GDPUK Server Statistics August 2013.

 

Membership of the site is free and we look to earn revenue from companies who want to embrace a terrific target audience of dentists. GDPUK offers a number of advertising opportunities on the site. These range from publishing articles in our blog section to a full marketing campaign that can be spread over a number of months. Our clients can try a number of marketing ideas and see what results and ROI online marketing brings them. This is the huge advantage online marketing brings, results are totally transparent and with weekly reporting our clients know when campaigns are successful or need tweaking. Over the years we have seen that marketing on our site has increased numbers at trade shows, improved brand awareness and has been instrumental in the promotion of new products or services which have entered the dental market. As I wrote earlier, “Online Marketing is about attracting your target market to you by making sure you’re on the platforms that your prospects are using to search for their wants and needs”. As you can see from the stats above, GDPUK is one of those platforms.

So I am posing a number of questions that I would love to be discussed.

Should you still be throwing money at traditional advertising streams? Should companies be embracing online only? Would you rather focus marketing on Facebook, Twitter and LinkedIn? Are we still at the point where companies like to mix their budgets all around the industry and see benefits in all mediums? At GDPUK towers we are obviously firm & passionate believers in the online platform and can see signs the dental community is moving closer to embracing the social media and marketing world but what do you think? I look forward to hearing everyone’s thoughts. 

If you would like more information on GDPUK, how we can work together and make online marketing work for your business, please get in touch with Jonny Jacobs – This email address is being protected from spambots. You need JavaScript enabled to view it.. I will be glad to chat and show how you can work with our growing community of dentists to grow your business. 

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Recent Comments
Jonny Jacobs

Good Advice in this article as...

http://bdaily.co.uk/opinion/31-07-2013/not-a-marketer-dont-fret-you-can-succeed/... Read More
Friday, 02 August 2013 12:52
Nathaniel Schooler

Good Question

That is a very good question, I think it will be a case of the early adopters will benefit, whereas the dental practices and suppl... Read More
Wednesday, 07 August 2013 10:32
Jonny Jacobs

Re Good Question

Thanks Nat, agree with your posting, as I said in the blog, it is all about attracting your target market (which we are all lookin... Read More
Wednesday, 07 August 2013 10:35
54246 Hits

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