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Howard and Fred Go Head-to-Head!

Next Wednesday, February 8th, my old friend Dr. Howard Farran and I will take a deep dive into the raging waters of building a dental team!  You can be sure that it will be a lively discussion, and will give you some practical ideas on creating a team that will make your practice thrive in this ever-changing economy.  It’s a free webinar (retail value $1 million+) so be sure to join in at 11am Pacific, 2pm Eastern, etc. Register here to join the fun!

Also, if you can’t watch at those times, if you register you will be sent a full video recording of the webinar, so don’t miss out, register today!

 

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!

My New Book Is Out!

After a year of writing and editing, my second book has finally been published. It’s called Becoming Remarkable: Creating a Dental Practice Everyone Talks About.  It takes the ideas in my first book to the next level.  It’s called “Becoming Remarkable” because that’s what you literally have to be.  Your practice experience has to be so amazing and unique that people can’t resist talking about you.

That has become more important than ever because when people talk now, they do it with their thumbs.  They post it somewhere, whether it’s on Facebook, or Yelp, or as a Google review.  They are adding it to your online identity and reputation, and it’s searchable, likable, sharable, and perhaps most importantly, undeletable.

I love signing books. It's very flattering to an author when people ask.

I love signing books. It’s very flattering to an author when people ask.

Some of the things that I cover in the book are:

  • The impact of corporate dentistry on private practice, and why you either need to join them or compete effectively with them;
  • How the dental patient has changed in the past 8 years, from their attitude about insurance to their expectation of convenience;
  • Where to put your time, energy and money online for the best results;
  • The impact of technology on your practice and on patients’ perception of value;
  • Why your trustworthiness is the most important element in your practice, and what increases or decreases it;
  • And much more.

Some of you may find my various suggestions and predictions controversial.  But I’ve never been one to shy away from the debates about the industry’s direction.  I’m passionate about the future of dentistry, and the urgency to evolve and grow.

I also feature six remarkable dentists and their unique stories and approaches.  What I found striking was how differently they all approached their practices, except for one thing: the patient always came first.  I hope to discover many more remarkable dentists in the coming months, and will feature their stories in this blog.

Meanwhile, I hope you take the time to read my new book, and that it gives you insights and practical tools to build and maintain a remarkable practice over the coming decades.  You can order it here, or buy the Kindle version on Amazon.

I’m recording the audio version next week, so it won’t be available for about a month. Hey, I’ve been busy!

Responding to Negative Facebook Comments

You may find that sometimes you will post something on your practice Facebook page and a patient may have a comment you don’t appreciate, or that you find taints the positive impact of the post.  What should you do? Respond? Delete it? Ignore it?

If you’ve been following me at all, you know I’m not going to recommend ignoring it. NEVER ignore a negative comment.  Now, as far as deleting it, that depends on whether it’s something nasty or insulting or inappropriate in some way.  If it is, then you just go to the little “x” on the right of the comment and remove it.  But remember that by doing so you are inviting the person to comment again. If they do, I would just remove the post altogether.

But what if it merits a response?  That’s trickier.  So let me tell you a story which, by way of example, has several key lessons in it with regard to Facebook.

A dentist friend of mine wrote to me about this exact problem.  First let me say that she does an amazing job of building a culture in her practice, and also does Facebook very well.  She is always doing fun events for her team members, from group pedicures to mini-vacations.  And she knows how to stage them as well.  One day she came to work with a new Coach handbag and was making a bit of a deal about showing it off to her team.  They were admiring it, but she knew that there was a bit of “I’m glad you can afford that,” as an undercurrent.  She was setting them up perfectly without them knowing it.

That night there was a team dinner and as each of them showed up they were given a number.  They were not aware that the number was based on seniority.  She was still sporting the Coach handbag as they all sat for dinner, and there was some joking from a few of the team, like, “When will we get ours?”

“Actually,” she told them, “I’m glad you asked.” Her husband, meanwhile, who manages the practice, had set up a separate table earlier, with a tablecloth draped over something, and he stepped over and revealed a row of brand new Coach handbags.

“Those numbers that you have? You get to go up in order and pick your own bag,” my friend told them.

Of course, the crew went wild with excitement.  My dentist friend made sure to document the whole experience, and then the next day she posted a photo on Facebook and explained the team reward.  Herein lies the lesson.

There were many positive comments and likes on the post, but one patient felt the need to make this remark: “I think you are a good orthodontist, but it is upsetting to see your staff get Coach bags when I am struggling to pay my orthodontics bill. They work hard but so do I.”

In this person’s world, no employee should be rewarded, and discounts should be passed on to the struggling consumer.  Ironically, (and typically), this person was already getting a discount and a special payment accommodation, but still felt the team was being enriched to her detriment.

The team, as you might expect, was indignant about this comment, and will no doubt not feel as warmly toward this patient on her next visit.  But my friend responded perfectly, as you can see below:

Romani Facebook response blurred (1)

How perfect is that?

The lessons here are twofold. First, respond well, and positively, and turn it to your advantage whenever you can. But this is a cautionary tale as well.  How many other patients might have had this negative response but didn’t express it? I think it wise to be careful about posts where you are rewarding your team members.

A group pedicure may be fine, but something that seems expensive to the average person is best kept private. Stick to charity events, costume days and holiday celebrations with the team, and avoid flashing your success too much.

For more on ideas of what to post on Facebook, read my previous blog post.  Also if you are interested in our white paper, Facebook 101, click here.

By the way, if you’re not going to CEREC 30, you’re missing out big time.  This is going to be the largest and most exciting event in dentistry all year.  I’m speaking there, as well as Tony Robbins and Magic Johnson, and the band Train will be playing a full concert on Friday night.  Even if you don’t use CEREC, it will be a great learning experience for you and your team. There will also be an Eaglesoft track and several other learning opportunities.  See you there!

 

 

 

 

 

Google+ Down, Mobile Up, Facebook Up and Down

Here are some up-to-the-minute changes in social media.

  1. Google+, as far as dental practices go, is over.  Let me be the first one to tell you that you can stop posting there. Google+ is morphing away from being a social media site, as it failed the “me too” challenge with Facebook. I know, in my book I told you to mirror everything you did on Facebook on Google+.  Stuff changes–don’t shoot the messenger!  However, you should still request reviews for your Google+ page, as they will still show up in a Google search, and are valuable for SEO and influencing searching consumers. [Thanks to Jason K. for pointing that out!]
  2. Your activity, likes, and recommendations on your Facebook page are no longer indexed by Google.  No one knows exactly when this happened, but it’s over. So you get no Google juice (my term for SEO) out of your activity. This doesn’t mean you stop using Facebook.  It’s still the best medium to show the experience of being a patient of yours.
  3. On April 21, Google is modifying its algorithms (how it ranks websites) with respect to mobile sites. If your mobile site is not responsive or reformatted to play well on mobile devices, it is going to hurt your ranking.  Not the first time I’ve told you how important the mobile version of your website is.
  4. 74% of consumers will abandon your mobile website if it takes more than 3 seconds to load. Not the second time I’ve told you how important the mobile version of your website is.  More than 60% of web searches begin on smartphones, by the way.
  5. Videos now start playing automatically on Facebook as people scroll down their wall. (Unless you turn the function off.) This is engaging FB users in a big way. How big? Well, media analyst Socialbakers’ recent study showed video has twice the organic reach on Facebook as photos. And Facebook also has twice the number of videos with 1 million views that YouTube has. That’s serious.
  6. Because of this, I maintain that patient testimonial videos are your best marketing tool. Also, make sure you post natively on Facebook, which means don’t link a YouTube video or other URL source, upload it using Instagram or straight to Facebook with your computer or device.  If you don’t know how to get them done, read this blog post.
  7. Physicists now believe that gravity can leak into parallel universes, creating tiny black holes, and that the Large Hadron Collider may be able to detect them.  This may not seem important now, but wait 50 years. You’ll be saying, “Yeah, I knew about that back in 2015!”

That’s it for now.  But expect more changes.  Social media is a rapidly moving target.  And of course, if your website isn’t playing right on mobile, check out WebDirector.

And Jack Hadley, from My Social Practice, had this important point to add:

Fred, your statement under #2 is only partially true, “So you get no Google juice (my term for SEO) out of your activity.”

Cyrus Shepard, a super-smart SEO guy at MOZ, wrote the following just a couple of days ago… “The basic argument goes like this: ‘Google says they don’t use Facebook likes or Tweet counts to rank websites. Therefore, social activity doesn’t matter to SEO.’ This statement is half right, but can you guess which half? It’s true that Google does not use metrics such as Facebook shares or Twitter Followers directly in search rankings. On the other hand, successful social activity can have significant secondary effects on your SEO efforts. Social activity helps address two of the major tasks facing SEO: 1) Search engine discovery and indexation 2) Content distribution, which leads to links and shares.”

I wholeheartedly agree when you say, “It (social) is still the best medium to show the experience of being a patient of yours.” Spot on! However, in addition, there ARE SEO benefits that result from social media activity. We see it with our clients all the time.

Oh, BTW, if anyone wants to read Cyrus Shepard’s post, here is the link: http://moz.com/blog/seo-myths.

Thanks, Jack!