Marketing Pearls with Vicki McManus Peterson

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Bulletproof Dental Practice Podcast Episode 86

Hosts: Dr. Peter Boulden & Dr. Craig Spodak

Guest: Vicki McManus Peterson, Co-Founder & CEO of Productive Dentist Academy

Key Takeaways:

  • Dentists tend to get caught up in the sizzle of marketing, instead your plan should be predictable
  • Suggestion is to budget 8% for marketing
    • Average dentist spends less than 1% but sign up for every PPO out there
    • If you’re at 0-1% make sure you have world-class customer service first, BEFORE turning on the marketing funnel, spend the money to get your team trained
    • Marketing is EVERYTHING
    • Once trained, shift those training dollars to marketing
  • Track true ROI for your marketing dollars
  • Track the relative value of your marketing
  • PPC is the least expensive, most effective way to reach a broad audience
  • Word of mouth and patient referrals is still the best marketing plan
  • Make sure you have at least 10% of your patient base is referring at any one time, then work up to 20%
    • You’re getting new patients who are already warmed up
    • It holds your team accountable for systems and customer service
  • One doctor needs a minimum of 35 new patients a month, depending a wide number of variables
  • 9 times out of 10 in order to grow a practice you have to slow it down
  • Insurance companies train dentists to be lazy about marketing
  • There’s an offense and a defense in marketing
  • Video content is most often consumed when people can’t actually listen
  • Make sure you’re auditing the metadata Google is adding to your content
  • Tie labor and marketing funds together
  • Vicki says EBITDA stands for “Everybody In Town Drinks A lot”
  • The best marketing plan is to CARE

References:

Richard Evangelista

Tweetables:

Marketing is patience. – Vicki McManus Peterson

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