What is an advertorial?
It is an advertisement written in an editorial format with an editorial style.
Previous studies have shown that readership of editorial material is five times greater than readership of advertising (that's probably on the low side today). But will increased general readership translate into increased response for your ad?
The only way to know for certain is to test.
According to David Olgilvy, editorial style ads boost readership by about 50% over standard-looking ads. And a few years ago in a true A/B split run test in Reader's Digest, an editorial style ad boosted response by 80% over the standard ad layout.
Worth a test? Absolutely.
Copyright 2007 by Galen Stilson
Tuesday
New Patients Require Extra Attention
This is true particularly if these new patients come from external marketing.
Why would they need special attention?
Here are a few reasons ...
Why would they need special attention?
Here are a few reasons ...
1. New patients do not have an established relationship with you or your staff yet ... and a good relationship is what usually bonds a patient to a dentist (and staff).
2. New patients often sport a shoppers mentality the first few times they visit your office. They're deciding whether you are worth their investment of time, money and trust.
Most of your new patients have likely left another dentist to give you a try (often enticed by marketing). So, you know up front that these people will not be blindly loyal to you ... and that they will not hesitate to leave if not happy.
3. New patients are looking for you to deliver on your marketing promises. If you promise a caring, friendly staff ... they'll be looking for and expecting that. If you promise (or infer) low pricing ... they'll be measuring your price against what they perceive to be low. If you promise on-time appointments, they'll be checking their watches in the waiting room.
You must deliver on what you promise in your marketing material or new patients will vanish as quickly as they appear.
So, what kind of special attention should you show your new patients?
Copyright 2007 by Galen Stilson
Wednesday
What Are You Really Selling?
Dental services? Your expertise? Solutions to dental problems?
Yes, BUT ...
While it's true that you are selling those things, once a prospect walks through the door of your practice those things actually become secondary in importance to your prospects and patients. What they are looking for and, therefore, what you should be selling is ....
A RELATIONSHIP -- Prospects/patients are looking for a dentist and staff they can feel comfortable with, a dentist and staff that makes them feel important, a dentist and staff that they can talk to, a dentist and staff they like.
Few patients can accurately judge your skill level, or fully appreciate the quality of your work. But all can judge whether they really like you or not ... and that's exactly what they do.
SATISFACTION -- Once the person becomes a patient, then satisfaction becomes critical. Patients must believe they are getting good value for their dollars ... or they'll ultimately bolt, even if they like you (although it will take them longer to do it).
Good value, as perceived by patients, is not limited to just the belief that the quality of your work must equal or exceed what they are paying. It also includes whether they have to wait for appointments ... how well you can translate their problem into a language they can understand ... whether you hurt them ... whether you treat them with respect and dignity when they have a complaint ... and how you handle complaints ... etc.
If your patients like you and your staff and they are satisfied ... they'll likely be with you for a long, long time. Just as important, they are more likely to recommend you to their friends.
Remember, you are really selling a relationship and satisfaction.
Copyright 2007 by Galen Stilson
Yes, BUT ...
While it's true that you are selling those things, once a prospect walks through the door of your practice those things actually become secondary in importance to your prospects and patients. What they are looking for and, therefore, what you should be selling is ....
A RELATIONSHIP -- Prospects/patients are looking for a dentist and staff they can feel comfortable with, a dentist and staff that makes them feel important, a dentist and staff that they can talk to, a dentist and staff they like.
Few patients can accurately judge your skill level, or fully appreciate the quality of your work. But all can judge whether they really like you or not ... and that's exactly what they do.
SATISFACTION -- Once the person becomes a patient, then satisfaction becomes critical. Patients must believe they are getting good value for their dollars ... or they'll ultimately bolt, even if they like you (although it will take them longer to do it).
Good value, as perceived by patients, is not limited to just the belief that the quality of your work must equal or exceed what they are paying. It also includes whether they have to wait for appointments ... how well you can translate their problem into a language they can understand ... whether you hurt them ... whether you treat them with respect and dignity when they have a complaint ... and how you handle complaints ... etc.
If your patients like you and your staff and they are satisfied ... they'll likely be with you for a long, long time. Just as important, they are more likely to recommend you to their friends.
Remember, you are really selling a relationship and satisfaction.
Copyright 2007 by Galen Stilson
Surveys Are Potent Marketing Tools
When created and used correctly, surveys can help convince your patients that they really are important to you ... that you respect their opinions ... that you are always looking to improve your practice along with their experience and comfort ... and that you listen to them.
And just as important is the fact that you can easily generate valuable testitonials via surveys ... testimonials that you can effectively use in your marketing to attract even more patients.
If you're not using patient surveys, you should consider it.
[Please feel free to contact me if you would like information on how I might help you generate valuable testimonials through patient surveys.]
Copyright 2007 by Galen Stilson
Those are many of the ingredients needed to
develop a long-term, loyal patient.
develop a long-term, loyal patient.
And just as important is the fact that you can easily generate valuable testitonials via surveys ... testimonials that you can effectively use in your marketing to attract even more patients.
If you're not using patient surveys, you should consider it.
[Please feel free to contact me if you would like information on how I might help you generate valuable testimonials through patient surveys.]
Copyright 2007 by Galen Stilson
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