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:
Tweetables:
Marketing is patience. – Vicki McManus Peterson
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