It’s been an interesting couple of weeks. This will be a quick and dirty blog article. No pictures. No fancy editing. Just what happened this week and what I’m thinking. GO!
It all started with a seminar…
Last week, I attended a local 3-hour presentation by my friends from New Patients Inc (Howie Horrocks and Mark Dilatush). I’ve known these guys for around 15 years, or so. I’ve also used New Patients Inc (NPI) for various marketing projects. They are my “go to” guys for marketing expertise.
At the presentation (to a small group), Mark and Howie remarked that I had heard their material before. I said, “Yeah… but, I’m stubborn, and sometimes you have to beat me over the head to get through. So repetition is good for me!” And, yeah… I HAD heard it all before. But, I still get something from it, and I invariably walk away with an idea to implement.
Just one “pearl” is all I need.
One of the things they talked about was website marketing – one of MY areas of “expertise.” A hallmark trait of NPI is that they have DATA to back up their assertions. They studied which factors or things interest consumers when it comes to choosing a dental office. I won’t go through the list here, but one of the highest ranking factors was “technology.” Consumers like to know about the use of technology in a dental office.
One of the most common “technologies” that are featured by dental offices is digital x-rays. I do not use digital x-rays in my office (for a number of reasons). So, it did not really occur to me (until my epiphany at the NPI presentation) that there is more to “technology” than digital x-rays. So, I went home and immediately went to work on crafting a new page for my website just about the technology I do use. I came up with the list and then expounded on each technology in terms of PATIENT BENEFITS. Patients don’t care about why WE like technology. They only want to know “what’s in it for me?” That’s a VERY important point! Remember who the audience is.
They don’t care which technology you have… just that you have SOME technology. And, we ALL do! So, make your list and begin writing about how it BENEFITS patients.
Along came an 87 year old…
On Monday, I had a new patient Continue reading
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