FOUNDED REBUILD NATION IN 2012

OVER EIGHT YEARS EXPERIENCE WORKING WITHIN THE HEALTHCARE INDUSTRY

OUR CLIENTS RECEIVE AN AVERAGE 4:1ROI

SPEAKER AND AUTHOR OF HEALTHCARE MARKETING STRATEGIES

HAPPIEST WHEN OUR CLIENTS GROW

JOSH GERSHONOWICZCEO, FOUNDER

rebuildnation.com

Here is a question for you:“If we told you that your marketing could be 400% more effective, would you listen?”

Inspiring businesses to build their future

A Comprehensive Marketing and Consultancy Firm

CRMWeb DevelopmentPublic RelationsMedia BuyingMarketing Materials

WHAT WE DO

WHATYOU

NEEDTV/Video ProductionSearch Engine Optimization

BrandingPPC/Online Advertising

Social Media

THE BIG PICTURE

UNDERSTAND YOUR PRACTICE

ROIbudgetcostsprofit

Numbers don’t lieIf you want to grow, you need to take a hard look at your marketing position, your specific approach, your numbers, your philosophy, and makechanges if necessary.

Another question for you:“Do you know where your patients are coming from,and are you looking to grow your practice?”

Your new patient referral sources could look like this:

10%INTERNET

20%REFERRAL

20%PRINT

50%UNCERTAIN

10%WALK-IN

15%OTHER

30%INTERNET

45%REFERRAL

Instead of this:

POTENTIAL REFERRALS

PLANNING AND EFFICIENT BUYING

REFERRALS INTERNET WALK-IN/DRIVE BY PRINT PAY PUBLICPER RELATIONS

LEAD

Smart SEO

PPC

social and

digital campaign

Are you well-known

in your area?

You need an

effective strategy

Do you know your

ROI and what

marketing pieces

work for you?

You will

need an

overarching

strategy

Let your strong

marketing

campaign

work for you

ROI stands for Return On Investment. Simply put, your return should be higher than your

investment. For marketing, this can be difficult to track. You may know what you are spending,

but if you are not tracking how many new patients you get or services you perform based on your

marketing efforts, you won’t know if your dollars are being well spent. You can collect this data by

tracking your leads, both through call-tracking and in-office patient surveys. This data can then

be tied back to revenue from each source of advertising and marketing, then cycled back into

revised marketing goals and objectives to maximize effectiveness of dollars spent.

ANALYTICS

ROI. . . what is it?

REFERRAL WALK-IN/DRIVE-BY INTERNET PRINT PAY-PER-LEAD TV

$4:1

$3:1

$2:1

$1:1

SUM OF PRODUCTIONSUM OF COSTS

RO

I : $

RESULTS

If you follow these tips,your average ROI could be

:$ $ $ $ $

SURVEYS

A great way to determine if your existing patients are responding to your marketing is

by surveying. Pre and post-service surveys identify strengths and opportunites of your

practice’s best standards, and will help you determine which marketing channels are

working for you.

CALL TRACKING

Call tracking numbers allow the tracking of phone calls to be associated with

performance-based advertising, and supplying additional analytic information about

the phone calls. Assign call tracking numbers to each ad variation or channel, such as

print, radio, and TV.

WEBSITE

You know it’s important that your practice has a website, how effective it is is another story.

It should be a resource for new and existing patients to find the information that is most important

and relevant to their needs.

Your site should have a responsive design, which means it is easily navigatable across all devices.

The copy on your site should be optimized for SEO, meaning potential visitors who are searching

for your services will be more likely to be directed to your site. Finally, the design of your site

should be consistent with the rest of your marketing materials.

GOOGLE ANALYTICS AND KEY WORDS

Google Analytics is a service offered by Google that generates detailed statistics about

websites, traffic and traffic sources, and measures conversions and sales. The basic service

is free of charge and a premium version is available for a fee. Google Analytics will tell you

who and where your visitors are, how they were referred to your site, and which device

they used to visit it.

SOCIAL MEDIA

Social media is a great way to build and maintain relationships with your patients. Facebook accounts

for approximately 15.8% of total time spent on the Internet. 71% of online adults use Facebook. 63% of

Facebook users visit daily and 40% visit multiple times per day. 47% of Americans say Facebook is their

#1 influencer of purchases. If your practice isn’t on Facebook you’re missing out on a huge opportunity

to connect with current and potential patients.

You should be posting on your social channels at least 2-3 times per week. Keeping your content fresh,

engaging, and interesting increases the likelihood that it will be seen, both on the social networking

platform and by search engines.

PUBLIC RELATIONS

The healthcare industry is a consumer-centered industry and public relations strategies help businesses

connect with their consumers through earned media. Through public relations, businesses are able to

target multiple audiences with different messages with little to no cost. In healthcare specifically, well

executed public relations campaigns can significantly increase sales and increase awareness.

A WELL ROUNDED DESIGN PROCESS

3. market research

6. production

5. create design

2. discovery

1. data analytics

4. survey

WALK-IN TRAFFIC

Having a clear and visible representation of your brand, whether it’s a sign or billboard,

keeps you in the mind of potential patients who may not need your services now,

but will remember your brand when they do. This will allow you to take advantage of

regular commuter traffic.

EFFECTIVE PRINT ADS

There are three key ways your direct mail can be most effective.

1. Make sure you are sending your pieces to the right audience, both demographically and

geographically.

2. Include a coupon, offer, call-to-action, or special that incentivizes someone to take action now.

This may mean investing dollars in stock photography and having access to design software,

or hiring a professional to design your marketing pieces.

3. Repetition is key. You may not bring in your targeted number of patients after the first mailing,

but consistency both in message and in delivery will ensure your brand is memorable.

Now that you have newpatients coming in the door,how can you turn them intoloyal patients?

REFERRALS

The most successful form of marketing is word of mouth. If you can reward your existing

patients for bringing in new patients, they will be more likely to refer your practice.

These rewards can take the form of a discount for future services, or be as simple as a gift

card to a local business that your patients might enjoy.

E-MAIL MARKETING

E-mail marketing is a great way to cost-effectively reach your patients. In order for your message

to be most effective, keep it eye-catching and brief, drive traffic to your website, and make sure

you preview it on multiple devices before distribution.

It can also be effective to target your audience through segmentation. For example, email an offer

to patients who are overdue for a checkup. Or, target offers for cosmetic procedures to patients

who are most likely to use that service.

ONLINE ADVERTISING

In order for your online advertising to be most effective, you need to understand your

target consumer - both who they are and what they do online. Once you have identified

your target audience, there are many ways in which to reach them. Google AdWords is a tool

to target potential customers by placing ads on a Google search result based on the keywords

a person uses to search. You can bid for search terms, but keep in mind general keywords like

“dentist” or “doctor” will be more expensive, so you should be specific both in terms

of location and the services you offer.

Once someone has visited your site, you should be able to collect data and use that to

re-market to them once they have left your site.

BENEFITS OF A NEW STRATEGY

INCREASED REFERRALS MORE EFFICIENT TRACKING AND ROI MEASUREMENT

INCREASED PATIENTS FROM ADVERTISING A MORE PRODUCTIVE STAFF

TRACK ALL DOLLARS SPENT ON MARKETING

YOU ARE LISTENING TO THIS...

want multiple-location offices

aspire to have yearly revenues in excess of $1 million

want to have a premier presence in your community

are willing to invest in advertising

want to add an associate, in order to expand

Inspiring businesses to create their future

®

A Comprehensive Marketing & Consultancy Firm

855-725-3628Call now to set up your consultation and receive a free

demographic analysis of your target marketsand a zip code map of your existing patients

rebuildnation.com/dentalinfo@rebuildnation.com