Facebook Rules, Windows XP and the 5th Edition of my Book

I have three unrelated things to tell you about.

Facebook Thumb

First is I’m doing a webinar on Wednesday at 11am Pacific Time, entitled “Facebook Rules of Thumb”, giving you some deep insight and practical advice on how to take full advantage of social media as part of your practice marketing.  It’s free, of course.  Just click here to register.

Second is that as of April 8, 2014 (basically, a month from now), Windows XP will no longer be acceptable as part of your HIPAA compliance solution.  Microsoft won’t be offering support any longer for XP after that date.

Why this is not compliant is in large part because there will be no further security updates.  Holes will not be plugged, in other words, and you’ll be much more open to viral attack. Upgrade to Windows 7 (not 8, which apparently is quite cumbersome) or replace the hardware in your office, or both.  Talk to your distributor or PMS support for the best solution for your current system.

Third, I have revised my book once again.  This is the fifth edition of Everything is Marketing, with lots of new information regarding digital media, websites and the new consumer behavior.  You can buy the hardcover or the audiobook by clicking on the book cover to the left, and use the discount code “fred joyal” to get a great deal! (Gotta take care of my faithful readers!)  You can also buy it on Kindle now, but give Nook a week or so to get updated.

If you have a previous edition of my book, fill out the form below and I will send you a file that has the three sections with the major changes to the book, in PDF or audio, or both, if you like.

That’s it for now.

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Want More Reviews? Make It Easy!

There is a simple principle to apply when you want someone to help you out–make it as easy as possible for them to do so, and the number of people who do it will increase exponentially.

For example, when the Red Cross was raising money for Haiti after the hurricane, they made it possible for people to simply send a text that would charge their phone bill.  They raised $5 million in the first day!  Just because it was easy.

One of the best ways to raise money for a charity is to ask people in the checkout line at the grocery store if they want to add a dollar for breast cancer research, feeding the homeless, or whatever cause is supported at the time.  It’s a tap of the finger, and it yields millions, one buck at a time.

The same is true for patient reviews.  Most of your patients are more than willing to do one if you ask them, but the easier you make it, the more likely they are to get it done.  The less steps involved, the higher the percentage will complete (this is true of just about everything, now that I think of it!)

Okay, how?  First, remember the four key places you want reviews to appear: your website, Google, Yelp and Facebook.  And with Google, and I believe with Yelp, patients cannot do those reviews from any device in your office, including their own if they’re using your office WiFi, because Google and Yelp will discard them. (Yelp has other filters, too, and this post talks about that.)

The easiest way is for a patient to be able to click on a hyperlink (you know, when the text is blue rather than black in an email, or this blog) that takes them straight to your Google Place or your Yelp page.  Obviously you need to have claimed those already. (If you haven’t, despite my nagging, read this for Google or this for Yelp.)

To do this, you need to have patient emails. This is one of the two main reasons you want all your patients’ email addresses. The other is for appointment reminders, of course. Then you use your automated digital communication software to send a specific email requesting a review.  For Google, you would only send this email to patients who have a gmail address, because they are the only ones that Google allows to do reviews.

PatientActivator and some the other apps have a pre-written email form that you can use, and all you have to do is put in your Google or Yelp URL (and we’d help you with that, too.) It looks like this:

Google_Review_Request

Send a few dozen of these out a week, and you’ll have a steady stream of reviews on both those sites.

You can use the same application to email requests for posts, likes and check-ins on Facebook, but I prefer that you do that in the office.  You can either have a tablet that you have for patients to use while in the chair, with a label on the front with your Facebook location, (you can get really nice ones done at www.skinit.com), or you can simply ask them to do it on their own phone. Half of them will already be on Facebook anyway 😉

PatientActivator, RevenueWell and all the other apps also survey your patients and elicit reviews from them, usually three days after their visit.  You can post these reviews on Facebook, usually with one click, and if you have a good dynamic website like we build with WebDirector, those reviews can appear automatically in your website, which is good for both SEO and for patients visiting your site.

You can also build in a page where your Yelp reviews appear within your website. That may seem crazy, but you don’t want people leaving your website to go to Yelp, which many of them will do to see what your reviews are. It shows confidence that you are willing to post your unvarnished Yelp reviews right there in your own website, and then they won’t go to Yelp and see adds for 13 other dentists at the same time.

I should also mention that a product like ReputationMonitor allows you to keep close track of everything that is being said about your practice online, and can send you alerts whenever a review is written about you, so you can either thank the patient or fix it, depending on what it says.

You need a pro-active, systematic process for gathering positive reviews on a regular basis. One, because people are definitely reading them more and more for every business and product that they use, and two, because the best strategy to counter negative reviews is an overwhelming number of positive ones.

Make it as easy as possible, and the results will be steady and stellar!

If you would like to receive my blog by email, simply fill in the box up on the right and then confirm the email subscription when it is sent to you, and you’ll never miss a post! And relax, I’ll never spam you or sell your email.

 

Is Facebook More Important Than Your Website?

This seems to be the big debate in the marketing world, particularly for small businesses.  From a marketing standpoint, it’s kind of COM-3like asking what’s more important in a car, the engine or the steering?  I guess it could be the engine, but a car without steering has some serious limitations. Like a car, the key to effective marketing is to get everything to work together.  That’s what achieves maximum results.

First, understand that your website is still the cornerstone of all your practice marketing.  It should appear on any advertising or promotion that you do, from business cards to emails. It is where people are most likely to end up on a Google search, and it is also where they will be sent if you advertise on Facebook and they click on the ad.

It also is well to note that many consumers now check multiple online sources when choosing a business.  They will look at a website, Facebook, (which is searchable; read this blog post to find out how that works), and review sites.

Which is why ideally your website already has reviews displaying, and also a page where your Yelp reviews stream, so that the person searching doesn’t leave your website to go look there and see ads for 13 (yes, 13!) other dentists.

But Facebook is dominating people’s Internet usage.  The average American spends 37 minutes a day on Facebook, more than any other Internet activity, including their email, and vastly more than any other social media site. (See the chart below.)Social Media Site usage

There’s no doubt that people are spending way more time on Facebook than ever before. The question is, are they behaving like consumers?  The answer to that, more and more, is yes, because of Facebook ads and because of Graph Search, which allows users to search Facebook almost the same way as they do Google, and find pictures, pages, posts and comments on anything.

So the answer is Facebook page is steadily growing in importance. In part because people don’t want to rely solely on the information they get on a website, and also because they spend way more time on Facebook than they do anywhere else on the web. They will not get the same feel for your practice experience on your website as they will on Facebook, but, conversely, people are more likely to call when they are on your website.

So, does that make Facebook equal or more important than your website? That depends on the individual consumer. And that’s why you need to cover both bases so well.  The amount of time Americans spend online has doubled in the past three years alone.  You need an active, robust presence online.  Which means:

  • A dynamic website, with ever changing content, and fresh reviews (not testimonials) showing up almost daily
  • A mobile version of your website that re-formats completely to conform to what users want to see on a smartphone
  • A Facebook page with a steady stream of likes, check-ins, and posts by both you and your patients
  • Marketing materials that promote both your website and your Facebook page
  • Video content (reviews, mostly) that can be used both on Facebook and your website (and YouTube)
  • Actively monitoring your reviews, ideally using a product that alerts you to new reviews, like ReputationMonitor

Marketing always works best as a comprehensive approach. There is no longer one single medium to master, like the Yellow Pages once were.  And there is no magic advertising bullet.  You will still have to always deliver a great patient experience.

In two weeks I’m going to write about paid advertising on Facebook, so stay tuned.

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Claim Your Custom Google Plus Name Now!

Finally, you can now have a Google+ URL that is your name rather than just a random string of numbers. Facebook, Twitter and LinkedIn have had this for years, and Google is finally making it happen, but in a restricted way. For example, my Facebook link is www.facebook.com/fredjoyal. My Twitter is www.twitter.com/fredjoyal. LinkedIn–www.LinkedIn.com/in/fredjoyal. See a pattern here?

Now, at last, my Google+ link is www.google.com/+fredjoyal. It used to be plus.google.com/u/0/9087854393209822?.  Hard to fit that on a business card, or remember it.

How do you do it?  First, you must have a Google+ profile (that’s you as a person) or a page (your practice).  If you haven’t done a page yet for your business, it means your losing all sorts of SEO and potential patients, so first click here for my blog on how to get it done.

Now go to your profile or your page and if you are eligible for a new name you should see a notation at the top that looks like this:

Click on it, and then you will get the next instruction, which is where it offers up your options for your name.

 

You can add something to the end of your name, but you can’t change or customize what they offer to you as choices. (This is how Google is keeping people from claiming other people’s businesses’ names.)  If this is your personal profile, and you’re a dentist, I would add “DDS” or “DMD” to it.

They are very clear that once you choose this you can’t change it!  So be sure this is what you want. Most of the time it’s exactly what you want, but sometimes, if your name (you or your practice) is common, they won’t let you choose it without appending something to it. This will take some thought. Choose wisely.

If you are trying to customize your Google profile, that is, your personal site, you will need to have at least 10 followers and also have your photo posted before they will offer you the URL.

By the way, for it to work with a page for your website, you have to verify your website, which is done in the “About” section, and then you have to put a button/link to your Google+ page on your website somewhere (it doesn’t have to be prominent).  Otherwise Google won’t offer you a URL choice.

This URL makes it simpler to tell people how to get to your Google page.  It also makes it easier when you are sending Google review requests to your patients.  The only patients who can do that are ones with gmail addresses, so that’s who you should be sending the requests to. This is also explained more on my blog about refining your Google strategy.

I’ve mentioned this before, but make it a point to claim your name (or business) everywhere, both personally and your practice identity. You can click on each one of these for the place to do that: Twitter, LinkedIn, Pinterest, Yelp, YouTube (this teaches you how to link your Google+ page to a YouTube channel, creating it at the same time) and Facebook, both a profile and a business page. (I’m praying you are already on Facebook, but just in case!)

Do these even if you don’t plan to post to them yet.  You eventually will use them, and will want to link them to your website.

If you would like to receive my blog by email, simply fill in the box up on the right and then confirm the email subscription when it is sent to you, and you’ll never miss a post!

 

 

If You Could Not Fail, What Would You Do This Year?

It’s that time again: New Year’s resolutions.  We join gyms, we start diets, we quit bad habits. For a while, anyway. But what if you were really looking for change at a deeper level?Cliff jumper small

There is a fantastic question that life coaches will ask, which is “What would you do if you knew you could not fail?”  The question attempts to dig deep enough into yourself to find out what it is you really want to do, try or become.  And it’s not easy to get there.

The framing of the question is specifically designed to free yourself from that vicious internal censor of yours, which is always there to point out the risks, the potential losses, the likelihood of failure. That voice is deliberately silenced for this exercise.

I suggest grabbing a piece of paper and see what you come up with. I’m going to prompt you with some random thoughts, some based more on your work and what might be your role in it, and others based on more personal or artistic dreams.

For example:

  • You’re a dental assistant, but you know you can do more. You understand the science of dentistry, and the delivery of it. Are you ready to become a dentist? (Censor says school expensive, hard to get in, competitive, starting a new practice is difficult.)
  • You want to bring in an associate, but you’ve heard horror stories. Yet you have a desire to pass on your knowledge. (And to let someone else do the Class III’s and IV’s.)
  • You miss music. You played guitar (or piano, or drums, or the oboe), and you realize it has totally slipped away. But you want to start playing again, ideally in front of people. (Censor says you’re too old, you’re not talented enough, there’s no money in it, nowhere to play.)
  • You think you’re funny, Standup seems scary, but in an appealing way.
  • You know you have a novel in you, or a screenplay, or a book of poems. (Censor says: what makes you think anyone would read it?)
  • You’ve been doing dentistry for 20 years, and it’s routine. You’ve heard CEREC re-invigorates the dentist and the team. (Censor says: so expensive, patients don’t really mind an extra office visit, staff will rebel.)
  • You’ve done a few implants, but wish you could do more involved cases. (Censor points out that big cases are a huge malpractice risk, and require a lot more training.)
  • Something is wrong with your team. Actually, someone.  (Censor says you can’t do without her; the practice would fall apart.)
  • A consulting firm has told you they can increase your production 20% in the first year, which would change your life. (Censor says any number of suspicious and unfounded statements.)
  • You want to teach. (Censor says so does every other dentist.) But you believe you have something special to offer–hard learned, and hard earned.
  • You’ve heard of Kilimanjaro, and even though you’re not sure where it is, you think you might want to climb it.

So write some things. No one is going to look at them but you, so get as wild and irrelevant and as fanciful as you wish.

This doesn’t mean you ought to immediately quit your job and start pursuing this new dream.  What it means is that this is something that will add meaning, purpose and happiness to your life, and you need to find a way to start including it, in whatever way you can manage, and not ignore it anymore.

(By the way, if you write down that you want to retire in 5 years, my question will be: and do what?  Retirement isn’t a goal, it’s just an end to one type of activity. You may want to stop working, but you’re not going to want to stop living.  Find a new dream.)

Here are some suggestions based on those dreams:

You want to learn CEREC or other CAD/CAM?  Buy one–then you’ll have to figure out how to pay for it.  (Do it before the 31st and take advantage of Section 179, which allows you to deduct the whole thing this year–talk about a New Year’s resolution commitment!)

Same goes for implants. Buy a Galileos or other 3D cone beam scanner, and take your implant cases to the next level.

Enroll in courses:  Implant classes; CEREC training; Hygienist school; Take a business management class, or a software training class. Or finance class. Local colleges or your dental product distributor can help you with these.

Take expanded skills training, if you’re an assistant. Or apply to dental school.

Find a dental practice where you’re treated with respect, where people have fun taking care of patients.

Join a band. Or an orchestra. Or a choir. Start local, start small. But start.

Write one page towards a novel every day. Don’t go to sleep until you do.

Open a separate bank account and start saving for that trip to Africa, and put $20 a week in it.  Kilimanjaro is waiting.

If you’re an office manager, pursue a fellowship with AADOM.

If you want to teach, enroll in the Faculty Club at Spear Education.

Bring a consultant in. Successful people know they need coaches. There are many good ones, some of which are listed in my favorites on the right.

Fire that pain-in-the-ass employee.

In other words, do something different!  Stop expecting more happiness from the same course of action.

Also, be mindful that sometimes our job isn’t the dream, but it supports the dream. In fact, that’s what happens for most of us. At 1-800-DENTIST, a number of our operators in the call center do their job, and do it well, so that they can pursue acting, or music or art.  And they know it’s unlikely that they will be able to feed themselves pursuing their passion, but they don’t abandon it. And it makes doing the day job worthwhile.

The brilliant and inspiring speaker, Gary Zelesky, reminded me this year that he is not passionate about airports, or hotel rooms, or lousy food on the road, or negotiating his fees. He is passionate about speaking, about motivating people, and he endures all those other things so that he can do what he is passionate about.  We all have to pay our dues, no matter how closely we are pursuing are passion. The aging rock star misses his family, but still fills stadiums with raving fans, so he keeps touring.  The famous author sits in bookstores, endlessly signing copies his latest novel. The filmmaker negotiates relentlessly with the studio to produce the film he envisions.  The dentist sacrifices weekends to refine his skills, to offer the best care to his patients.

I’ll say it again: stop expecting more happiness from the same course of action. To put your change in motion, make a real commitment.  One that’s hard, if not impossible, to back out of.  You can make it to yourself, but I’ve observed there is something powerful to declaring your goal publicly. It gives you that little extra motivation when you’re falling behind on that dream.  In fact, if you want to declare it as a comment on this post, I welcome that. (I might check in on you next year, though!)

So, why not make this your leap year? Because the only real failure is failing to try.

If you would like to receive my blog by email, simply fill in the box up on the right, then confirm the email subscription, and you’ll never miss a post! And relax, I’ll never spam you or sell your email.