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Where to Spend Your Tech Dollars

With all the new technologies appearing in dentistry, it’s challenging to sort out what brings value to the practice, both from a production standpoint and by what is most appealing to patients.  So next Wednesday, March 8 at 11am PST, I’m doing a webinar with data and insights that can point you in the direction that will work best for your practice, and maximize your technology investments.

The webinar will be based on a survey of 500 dental professionals nationwide. Here’s some of what you’ll learn:

  • Which advanced technologies should I integrate into my practice next?
  • How can I promote my investment in technology to attract quality patients?
  • How quickly can I get the return on my investment and grow my business?
  • Should I invest in new technology if I am planning to sell my practice?
  • Which advanced technologies have the greatest patient appeal?

Plus, because I love you all, everyone who attends gets a free copy of our new e-book, “Advanced Dental Technology – Perception vs. Reality.”

Register by clicking here.  And yes, it will be recorded, so as long as you register, even if you can’t attend live, we will send you a link to the recording.

Fred Gets Around! (on one leg)

As some of you might know, I tore my Achilles’ tendon last month, and it has been quite the inconvenience.  But it did force me to slow down from my breakneck-paced life, and reflect on where I want to be in the next five years and the next ten.  I found myself re-prioritizing, and getting very clear on what needed to be done on a daily basis in order to achieve my goals.  So that’s my simple advice: be clear on where you want to go, and do something every day towards it.

It has also given me time to enhance my lectures for the next year with some juicy new content about the social media world and techniques for building an invincible dental practice.  It starts with a webinar next week:

Based on a survey we did, it compiles the frank opinions of over 1,100 office managers nationwide about the hot-button topics in their day-to-day lives, and my recommendations  on how to conquer those challenges.

Highlights include:

• Zeroing-in on “Too Little Time Spent” Syndrome
• Identifying Roadblocks in Optimal Staff Training
• Staying Out of “The New Patient Neglect Zone”
• Mining The Lost World of Dormant Patients

All attendees will receive a complimentary copy of the exclusive national report, “The Changing Role of the Dental Office Manager.”

It’s free, of course, and just click here to register.

Then, in February I hit the road again (I should be out of my boot by then!)

First up is ScaleUp, a seminar on February 9-11, on how to go from a solo practice to a business enterprise.  It’s being held in Dana Point, California and promises to be a unique and enlightening event.  I’ll be presenting “5 Strategies for Optimizing Patient Growth.” Along with me, the esteemed Dr. Gordon Christensen, the famous business coach John Maxwell, and group practice wizard Steve Bilt will also be on the docket.  Learn more about it by clicking here.

Then I’m doing a study club in San Diego on March 3rd for one of my favorite organizations, the American Association of Dental Office Managers. This is open to everyone, with a little fee involved, and Patterson Dental is a key sponsor. The emphasis will be on team building and capitalizing on the digital tools and strategies available to practices now, but I’ll be running all the marketing bases.  Register here.

After that, my company is hosting its third DSO Summit here in Los Angeles on April 4-5.  This is a very exclusive meeting and has sold out both times already. We keep it small, because we want attendees to get to know each other, and it also allows us to do it in our office, where they can see how we operate our call center for 1-800-DENTIST.  It’s a deep dive into all the tools your group practice needs to attract and retain patients, from the technology side to the management and marketing arenas.  There will be a special guest speaker whom I will not yet reveal to you, but you will not be disappointed. (It’s not me, but I will be speaking!)  Register here.

There will be more to come, but that’s where I’ll be once I’m back on both feet. Have a great 2017, and I hope to see a lot of you in the coming year!

Perfecting Your Dental Practice YouTube Channel

In my previous post, I explained how to make patient testimonial videos.  One of the most important Internet locations to post those videos is on your own practice’s YouTube channel.  Yep, just like ABC, CBS and Fox, you can have your very own channel for people to watch.

Why do it?  Because YouTube is the second most active site on the Internet, second only to Google itself, (which owns YouTube.)  And people love watching videos.  More than 50% of the time on smartphones is spent watching videos.

It’s so pervasive that there’s a battle going on between YouTube and Facebook for video dominance. The good thing about this competition is you can play on both sides and come out winning either way.  And beyond that, there is the Google Juice (SEO) that videos generate.

So how do you make your own channel, and how do you make it interesting?

First, you must have a Google+ account. I know, I’ve told you not to bother with regular posting on Google+ anymore, but that refers to social media activity. You still need to have a practice profile there, so that when people search for you on Google all your information comes up.  If you haven’t done that yet, go to Google Accounts and do that first, before I get angry.  (You don’t need a Google+/Google Place account to have a YouTube channel; you just need to have one if you’re a dental practice in the 21st century.)

I’m not going to give you a frame-by-frame explanation on how to do create your channel, because you need to learn to do this stuff by reading what’s on the site itself and finding what you need. But I’ll tell you what you should be doing, step by step.

1. Go to YouTube.  Sign in with your Gmail address.  If you haven’t created a YouTube account yet, you can do that as you sign in.  Make sure it is the same Gmail as for your Google+ account. If you have a Google+ page, YouTube is going to drag in the images from that. You’ll notice that it looks a lot like a Facebook page, only with a wider, narrower image.  So don’t be afraid to be consistent in your look and use the same panoramic photo, and put your practice logo in the thumbnail.  You can always adjust or replace them in your Google+ page and it will automatically adapt.

2. Name Your Channel. You can name your channel whatever you want, but generally it’s your practice name.

Add a description of your channel, which is simply a quick description of your practice and it’s location and contact information. Mine looks like this:

Fred YouTube Home Page
3. Upload Videos.  Anything you have already done:
  • Patient testimonials
  • Practice tour
  • Practice parties, holiday events, etc.
  • Dentist’s statement of purpose
  • Treatment explanations

Entitle and describe your videos individually. Your settings should include making the video public and allowing comments.

4. Tag your Videos.  This is perhaps the most important part of the video, maybe even more than the title. Click the on the pencil icon and you will get to “Information and Settings,” and then there is a box to add tags, where the red arrow is pointing.

Fred YouTube Channel tags

Click to enter the “tags” box and then just start typing relevant words. You can add as many tags as you want. You can’t do too many. They should include your practice name, your dentist’s name, and words like: dentistry; teeth; smiles; dental health; and anything that relates to the video, like braces or implants. Two or three words in a single tag is not a problem. These are critical because this is how Google finds your video if someone is searching a specific topic. (You don’t think Google is watching your videos and determining what’s in them, do you?  They won’t be able to do that until next year!)

5. Create a Playlist. On the left side of your Channel Page, click on “Library” and then on the button that says, “New Playlist.” What this allows you to do is suggest what video the viewer should watch next, in what sequence. Otherwise Google will do that for you, and that’s not necessarily what you want to happen, because it won’t be one of your videos.  Click on “Playlist Settings” and make the playlist “public,” and I also suggest in the “Ordering” that you show them by “most popular.”  Then click “add videos” and all the videos will appear.  Highlight them all and then add them into the playlist.  Eventually you will make multiple playlists, like when you have a lot of patient testimonials, but for now let’s just one done.

6.  Add Relevant Outside Videos to Your Playlist.  You can add other videos that you like to your playlist. They don’t have to be all yours.  Essentially, you are creating “programming” because you want them to stay on your channel, even if the video is made by someone else.  This is what the playlist allows you to do.  Make your playlist more interesting by suggesting other videos that relate to dentistry in some way.

7. Shoot more videos.  Add them to your playlist. You should be shooting more testimonials all the time.  But also, do videos explaining your technology and procedures or treatments if you think you might be any good at it.  That way you own them, and don’t have to borrow someone else’s.

Some other notes:

Facebook prefers it if you upload a video directly to them, not embed a YouTube video into your post.  So why make them unhappy?  Just upload it two times: once to Facebook, and once to YouTube.

You can embed your YouTube videos into your website, if you have a dynamic one.  If you don’t. Shame on you. Check out WebDirector.

Still can’t figure it out?  Then search YouTube for a video on “How to Set Up a YouTube Channel.”  There’s a YouTube how-to video for everything!

 

6 Steps to Making Good, HIPAA Compliant Patient Videos

I’m continually being asked the best way to do patient testimonial videos, so I’m going to lay it out for you.

People ask in part because I am always saying that patient videos are the most powerful marketing tools available, and perhaps the most versatile.  You can post them on your website, on your YouTube channel, on Facebook, and in your Google and Yelp profiles.  And people love watching videos. Facebook and Snapchat both have over 8 billion video views a day.  Yes, I said billion!

Requesting and making videos should be someone’s specific responsibility in the office, and in some ways everyone’s. Every team member should be willing to request this from a patient they believe will do a good testimonial. But every office should have one point person–the Facebook Geek, I call them–that is in charge of regularly doing these, like one a week, and then posting them in all the appropriate places.

Here are the steps:

STEP ONE: ASK FOR A TESTIMONIAL

Identify a patient who might be a good candidate, either because they just had a great result, or they’ve already praised the practice in some way.  If they just said, “You are all so nice here. I’m so happy I found you.”  That’s your cue to say, “We’d love it if you would do a short video saying that for us to use on social media. You know how important that is nowadays.” Don’t say crazy stuff like, “Please help us promote our practice,” or, “We really need your help getting new patients.”  Don’t sound desperate.

If the person is reluctant, just say, “If you don’t like it we won’t use it. But all you have to do is take 30 seconds and tell us what it’s like to be a patient of ours.”  If they’re still hesitant, then back off.

STEP TWO: RECORD ON A SMARTPHONE

This is what makes the testimonial real and credible: You didn’t make a big production out of it.  You made it like a video that they do themselves all the time.  Using a smartphone camera is also less intimidating to the patient.  One more important thing: shoot it in horizontal mode [I’m amending this from my original post] because in most media it will look much better.  The one challenge is that 70% of Facebook viewers are watching on mobile phones, and people don’t like to turn them.  This is why Facebook’s new Canvas ad format is a good example of the direction this is all going. The solution is to shoot through Instagram in horizontal mode, and then you can modify the shape if you want to.

You’re looking for four things from the patient:

  • sincerity–you want them to be believable;
  • enthusiasm–low energy is not persuasive or watchable;
  • brevity–it should be at the MOST, 60 seconds long.  Closer to 30 is better;
  • the practice/dentist’s name–this “labels” the video internally.

WARNING: Don’t let them talk about their treatment in the video! This qualifies as “patient health information,” and this is where the HIPAA challenge arises.  It would require you to create a release from the patient describing the specific treatment and who the audience would be that would see it.  Too much trouble.  The fact that they agreed to make the video would seem to me to qualify as a release, but the government doesn’t see it that way.

However, the patient can make a video on their own phone and post it to their Facebook wall. Patients can say whatever they want in their own posts on social media, because they can’t violate their own HIPAA.  If they do it that way, then you can share that video on your practice page.

STEP THREE: SHOW THE VIDEO TO THE PATIENT FOR APPROVAL

If you did more than one take, ask them which one they like. But make sure they approve you using it.

STEP FOUR: GET A SIGNED RELEASE

If you don’t already have one with the patient, get one, to use their image and video in all media, including social media, in perpetuity.  If they won’t sign one, then don’t use the video.  If you have an account with HR for Health, they can provide one, otherwise use LegalZoom.

STEP FIVE: ASK THEM TO SHARE IT ON SOCIAL MEDIA

If they did it on their phone, obviously they can share it on Instagram or Facebook.

STEP SIX: POST IT ON ALL YOUR DIGITAL LOCATIONS

  • Website (your website should have a separate page for patient testimonials, with a link from the home page.  If not, read this blog.)
  • YouTube channel
  • Yelp profile
  • Google+ page
  • Facebook (start with Instagram and have it post automatically–the Facebook geek knows what I’m talking about)
  • LinkedIn
  • Twitter

As a huge motivational bonus, show them to your team in morning huddles. Letting everyone know how much they are appreciated by patients is a great way to start the day.

Here are examples of the right and wrong way to do videos:

The above one mentions the treatment, cost, negative aspects of the experience, but is in the right framing–horizontal.

This one doesn’t mention treatment, is positive and energetic, and says the dentist’s name.  But it’s shot vertically, so it’s only good for Facebook mobile.  Almost there.

Make it a habit to do videos. As I said, they are the most credible and versatile marketing tool you have or your practice.  Do one today!

Mythbusting Dentistry

I often say that dentistry is the most resilient business model in the country. This is true because of the basic necessity of tooth care, and the unique economic model of a dental practice. If you don’t know what I mean by the last part, read my recent blog entitled “Escaping Gravity.”  But I’ve found that there are some huge misconceptions about the industry by those who practice it.

MYTH #1: You don’t have to become more affordable.  You absolutely do.  Have you not seen billboards for implants at $399 a tooth?  You need to become more efficient in your delivery of dentistry and the use of your facility, precisely because you need to become more affordable.  And the right technology and systems can make you faster, delivering better quality dentistry in less time, which means you can provide more affordable dentistry and still be as profitable as you are now, and maybe even more so.

MYTH #2  Everyone eventually will need a dentist.  Think about this: in 2013, 59.2% of Americans supported a family on less than $50,000 a year of household income. That’s households, not individuals. Where is the disposable income for dental care? If it’s not provided by their individual states or counties, it doesn’t exist.  So everyone may need an extraction, but not everyone is going to be getting dental implants.  What dental audience you aiming for, and are you affordable to that segment of society, and are there enough of them in your area?  This goes back to the first Myth, because I believe when dentistry becomes more affordable and more convenient, it will broaden the entire category of dentistry. (My next blog will be about that subject, so stay tuned.)

MYTH #3  All you need are great clinical skills to attract patients. Absolutely not true.  The average person has no way of assessing a dentist’s clinical skills, and a tiny percentage of the population has the desire and the capability to find a highly trained dentist.  If you think CE alone will fill your chairs, you will eventually starve.  This may have been true 30 years ago, but it has grown less and less true for decades, and will not be true at all in the near future.  A great patient experience attracts patients, and creates word of mouth.  Clinical skills are only a fraction of that.

MYTH #4  Dentists are entrepreneurs.  They’re not. They are small business owners, and there’s an enormous difference.  You didn’t invent the dental business model.  Or the group practice model. Which is good, because it means you don’t have to re-invent the wheel. Just look at what already works and do it, and adapt as times change to the new technologies and systems that are improve what you do. That’s challenging enough, don’t you think?

MYTH #5  Selling Dentistry Cheapens the Profession. The simple truth is we all need to be sold on things that are important to us, things that we neglect to focus on the true value of, whether it’s saving for retirement, or buying life insurance, or proper diet and exercise.  Dentistry is probably the most undervalued service in the country.  Very few people accurately assess the value and importance of their oral health, so it’s our professional responsibility to persuade them to do what is best for them. Which is what selling is: effective communication with a purpose.  If that purpose is to the patient’s benefit–and they don’t understand or are in denial about that benefit–you are duty-bound to help them understand the value and importance your recommended treatment.

MYTH #6  Group Practices Are Evil and Will Destroy Dentistry.  The reality is that there are good group practices, highly ethical and dedicated to treating patients well and providing a supportive environment for dentists to simply be dental professionals and not businesspeople, and there are some that are less so.  I had a dental student ask me recently about this, suggesting that some groups have a reputation for over-diagnosing and just being about making money.  My response was that there are some individual dentists who behave exactly the same way.  Don’t paint every dentist or every group with the same brush.  The real truth is that group practices are here to stay, and often serve populations that individual dentists don’t want to treat or can’t afford to.

MYTH #7  New Technology is an Expensive Luxury.  The corollary of this is that you can keep doing dentistry the way you’ve always done it.  The truth is that new technology, properly integrated into a practice, will make you more efficient, and allow you to do higher quality dentistry, and more than pay for itself.  For example, the cost of CAD/CAM technology like CEREC should be totally offset by the savings on your lab bill.  And CBCT technology like Galileos makes it possible to do implants faster and with significantly higher accuracy. And that is just considering the basic advantages of these two technologies. And let’s talk about the standard of care that technology can elevate.  Is there any clinical advantage to putting on a temporary?  Is there any clinical advantage to doing implants with two-dimensional imagery?  I’m no dentist, but I do know that patients are very interested in knowing the advantages to them of these technologies.

I often hear dentists complain that they don’t adopt new technologies because it slows them down.  Well, are they really considering the patient when they use this as the deciding factor?  And the truth is, very often to get better at something by learning a new technique or technology, or changing a system in the office, it requires slowing down before you can get faster and better.  But it’s generally worth it.  (Check out this blog on that topic.)

I’m sure some or perhaps many of you will disagree with me on these various points.  I’m hoping to give you a broader perspective, and also inviting you to inform and enlighten me.  My personal goal is for dentistry to reach more people while making dentists more successful.  And that’s no myth!