Jodena Consulting Blog
July 19, 2016
Facebook made the decision a few years ago that it would suppress the number of people who see the posts on a business page unless you pay to boost the post. This is the classic drug dealer business model – get someone hooked – take it away – and they will pay. It still benefits business pages to reach the audience that has LIKED the page since these folks have “opted in” to be marketed to. As dentists, we have to decide what to post and what to promote. You should understand that a boosted post receives about 500X the exposure of a non-boosted post.
While Facebook allows boosted posts to be somewhat targeted to an audience, those targeting opportunities are far fewer than if you used Facebook Ads. An ad campaign is a step up in cost and involvement. For those ads, in the past, Facebook would allow you to target based on age, relationship status, geography, and the likes and interests. While these are great ways to target an audience, it still was very broad targeting and could present challenges to an advertiser.
In the last few months, Facebook has made changes to its Ad Platform and now lets advertisers get really specific when it comes to targeting. Now you can target by household income. You can also now target people by where they work and even their job title. This is pretty exciting stuff! For dentists trying to promote more expensive procedures like implants, veneers, and adult orthodontics, you now have the ability to specifically hone in on prospective patients like never before and really speak to them and tell your story.
Marketing on Facebook is undoubtedly going to continue to get more expensive as more people realize the value it holds. There has never been a better time to utilize this platform to increase brand recognition and tell your audience why your practice is the best practice. That being said, I believe it is tough to do this on your own. Unless you are extremely Internet and social media savvy, you need a real Facebook expert to help you decide on a program and a budget. I continue to recommend Heather LoGrippo, founder of Expose Yourself Public Relations. She can be reached at 617-957-3868 or exposeyourselfpr.com
July 7, 2016
This is my 20th year working full-time as a dental practice management consultant. If I had to make a decision about the most common “issue” that I witness in a dental practice, it would be the inability of the “back” and the “front” to get along and work in a harmonious and supportive relationship. Honestly – no other “issue” is even close! While it is rarely a flat out war, it is definitely prevalent in varying degrees.
It defies logic. It remains a continuing source of frustration to the doctor/owner. Why can’t these kids play happily together in the same sand box since they are all so capable of performing their own jobs?
Perhaps part of the reason is that the jobs and responsibilities of the administrative staff and the clinical staff are so different. And doctors are usually much more in sync with the clinical staff because they work together in the back. Frankly, many dentists I see are unaware and somewhat unappreciative of the tasks that are performed at the front. So unwittingly, the doctor may be contributing to the problem.
On a typical day, clinical staff complete their tasks – take care of their patients – clean up – and then go home. The staff at the front could work 24/7 and they would still never finish everything on their plate.
Clinical staff in the back – even though they are usually only taking care of one or two patients at a time – are often burdened with reassuring frightened patients or trying desperately to stay on time . Meanwhile, staff at the front are juggling a multitude of tasks. The phones are ringing constantly with questions about insurance, billing, new patient inquiries and changes of schedule. These calls all need to be fielded and responded to at the same time that routine day to day tasks have to be accomplished.
Here are my ideas for solving the dilemma.
1. Switch roles for a day. I believe a lot of problems come from a lack of understanding of other people’s jobs. Let the front desk person observe first hand why the back needs to be given more than a five minute notice that the ten o’clock patient scheduled for a crown prep has been replaced by someone needing molar endo. Let the clinical person understand why the front desk person needs to be informed that a discount was offered BEFORE she starts making the financial arrangements.
2. Have the doctor assume more ownership of the problem. The doctor is the leader of the team. He or she is responsible for creating a happy work environment. The doctor must avoid favoritism of the clinical team and start showing more respect and admiration for the job performance at the front.
3. Institute a bonus/incentive plan for staff. This forces people to work together or suffer the consequences.
4. Focus on having a dynamite morning huddle. It is by far the best way I know to successfully plan for the day ahead while at the same time review the previous day and learn from that experience.
This shouldn’t be so difficult. It is by no means rocket science. In fact, I would reduce this problem to its core by simply challenging everyone to be professional, respectful and mature. Accept the challenge. Eliminate the pettiness and the blaming. Play peacefully in your sand box.
June 22, 2016
I love the month of June! The snow and cold of winter and the dreariness of spring turn into eye candy with flowering trees and bushes, spectacular annuals, and emerald green grass. It is also the time for graduations from high schools and colleges. Kids with their life and future before them – the world their oyster – listen to inspirational and motivational themes: Don’t be afraid to shoot for the stars. Don’t ever give up – the old story of if you get knocked down seven times you get up eight. Don’t ever let anyone tell you that you won’t succeed.
So what if you could imagine yourself now –working in the dental profession – attending that very same graduation, listening to those same themes. Of course you are now older and hopefully a lot wiser with years of life experience under your belt. But maybe you are burned out, or tired, or jaded. Why not use this as a good time to rededicate yourself to being the absolute best dentist you can be. Or the most talented and helpful team member – whatever your job in the practice.
Mohammed Ali recently passed away. One of the greatest fighters all time, Ali is even more famous for his courageous battle with Parkinson’s disease. He wrote these amazing words that totally reinforce the graduation message. “Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”
The lyrics of Oscar Hammerstein from The Sound of Music convey the same indomitable spirit. Climb every mountain. Ford every stream. Follow every rainbow. Till you find your dream.
Hopefully good food for thought for all of us – no matter our age or station in life.
June 6, 2016
Over the past five to seven years in the dental profession, there has been a significant increased awareness and utilization of marketing automation and reputation management companies. These companies automatically and professionally connect with patients via email, text, voice and social. These companies sync with your practice management software to analyze patient data and send the right message to the right patient at the right time.
The savings in time and the increase in efficiency are huge! Instead of front desk staff spending hours on the telephone, scheduled appointments are automatically confirmed in real time by email or text. Other value added services like re-activating overdue patients, collecting reviews, online appointment requests, family messaging, birthday and holiday greetings all happen seamlessly and contribute to keeping a full schedule of patients.
I would like to suggest that one of these companies – RevenueWell – has separated itself from the competition. Here are the reasons why.
• No contract – with the exception of Lighthouse 360 and Yapi, RevenueWell is the only company that operates month to month with no contract. Everyone else requires a one or two year commitment.
• Exclusivity – RevenueWell is built solely and specifically for dentists.
• To my knowledge, RevenueWell is the only company that is able to notify patients of expiring dental insurance benefits.
• RevenueWell has the capacity to send out a welcome packet to all new patients prior to the initial visit.
• RevenueWell has a large library of pre-built campaigns to promote elective services.
• All communications can be customized and edited for any campaign.
While these six features are important, there are two more that alone make this company worth way more than the monthly fee of $299.
• Treatment plan follow up – RevenueWell is the only solution in the industry that monitors your practice software for unscheduled treatment plans and automatically communicates with patients to bring them back into the office. Other companies can send an email telling a patient the practice offers crown services, and maybe attaching a promotion to this communication. RevenueWell can send the patient an email telling them that they need a crown on the lower right first molar, include detailed cost and insurance breakdowns – and even links to relevant Caesy videos that illustrate the procedures you’ve proposed. Very cool.
• Patient reviews – all of the companies automatically encourage patients to post a review following an appointment. These reviews get posted to a microsite hosted by the company with some, but rather minimal, SEO benefit. RevenueWell has a system that explicitly and easily helps the patient to re-publish their review on Google or Yelp. Reviews posted on these sites are called “direct reviews” and carry much more weight and relevance.
RevenueWell integrates with the three most popular PMS systems: Dentrix, Eaglesoft, and PracticeWorks. My clients report a high level of satisfaction with the product and are especially impressed with the consistent customer service experience and technical support. Michelle Gabrielson at 770-840-5342 will be happy to schedule a demo.
May 24, 2016
Dr. Abraham Verghesi is a best selling author and world renowned physician. In his book “Cutting for Stone”, he tells his residents that the most important organ in the body is the ear. Why? Because to be a great doctor and exquisite diagnostician, you must train yourselves to listen to what your patients tell you.
All day long, as dentists, we diagnose dental problems and offer treatment solutions. Our patients seek us out for our ability to provide answers to their questions and concerns. Why is it then that some dentists are more successful than others in convincing patients to accept treatment? Advanced clinical abilities, expertise in multiple disciplines, salesmanship and communication skills are all important attributes for success with case presentation. But I find the most successful docs are the ones who have trained themselves to listen – to listen intently to what their patients tell them, and to truly hear their patients’ concerns, fears, and uncertainties.
It has been said that we have two ears and one mouth so we should listen more than we speak. Isn’t it interesting that the word “listen” contains the same letters as the word “silent”. So the next time that you are having a conversation with a patient, remember the acronym WAIT- Why Am I Talking?
My take away message – participate in the conversation but don’t dominate the conversation. Be interested rather than interesting, and the results will amaze you!
May 9, 2016
I decided to try something different. If you go to my website – directly in the middle of my Home Page – you can see my brand-new custom-designed animated white board video. Also known as an “explainer video”, this neuroscience based video uses the magic combination of visual storytelling and information to explain how your product or service works in seconds.
According to internetretailer.com, up to 85% of people are more likely to buy a product or service if they first saw an animated explainer video. Viewers retain more information watching the video rather than reading text. The continuous change and movement in the images of a whiteboard animation keeps the viewer’s brain engaged and involved. They are not only just fun and super engaging, but they also convert viewers into action takers like never before.
I hired wizMotions to help me create my own story.
• They have produced over 1500 videos since 2012 including 700 in the last 12 months.
• All of the wizMotions’ artwork is 100% original and hand-drawn. They don’t use clip art like a lot of animation companies do.
• All of wizMotions’ videos are produced in house. They have a team of 20 people, including artists, copywriters, animators, editors, and project managers. They don’t outsource anything to third parties.
• wizMotions offers unlimited revisions to the script storyboard. Many other animation companies start charging after two or three revisions.
• The pricing is totally transparent – very affordable – and published on their website.
• And best of all, their customer service and attention to detail was first rate. I never felt like a small fish in a big pond.
Differentiate yourself from your competition and their old school types of presentation. And remember that Google loves video – so relevant videos posted on your website are a great SEO tool. I can tell you that my experience was extraordinarily positive and amazingly easy. Start to finish, the completed video took two weeks. My total cost was $679. So call Grant Keller at 732-943-3337 ext. 705 and get started on a fun project that could be a game changer for your dental practice.
April 25, 2016
One of the most common events in any dental practice is the new patient visit that begins with a clipboard of forms to complete. Perhaps your practice is progressive and has new patient forms that someone can download from your website, print at home, and bring with them (if they remember) to that initial visit . The common denominator is paper that needs to be either filed into the patient’s folder or scanned into the patient’s digital record.
The team at Ambir Technology has developed software called nForm that totally eliminates the need for paper. The forms are delivered electronically to a tablet (Apple or Android) and the new patient fills out the forms with a stylus exactly as they used to do with a pen. You can even pre-populate some fields on the electronic form to speed up the process. That will eliminate the need for the patient to repetitively provide name, address, and contact information across multiple forms. Once the forms are completed and signed, the patient clicks Submit on the tablet, and the forms are electronically and securely delivered back to the front desk.
The forms are stored in the same place on your server or in the patient’s electronic record as if they had been scanned. But instead, staff save so much time by not having to scan, and the office eliminates the cost of paper and the costs of disposal of sensitive material. You also score a big win for the high tech image your practice projects.
The cost of nForm is a minimal $299/year license fee. Here is a link to some frequently asked questions about nForm. I suggest that you join the next generation of digital document management. Visit the website or call Amanda Plummer at 630-352-3257.
April 12, 2016
A little over one year ago, I wrote about an innovative company called Weave. I thought an update would be appropriate because there have been many new positive changes.
The basics are still the same. Weave provides the phones to your office. $349/month buys you unlimited local and long-distance calling, as many lines as you want, as many messages as you want to record, and music on hold. No contract–you can simply return the hardware and cancel at any time. And there is still a 60 day money back guarantee for first time users. Here is what is new.
1. The telephones have been improved and are now the best you can buy anywhere – providing outstanding clarity and fidelity. These new telephones contain an internal 1 gig processor. So the phones do the processing and not the computer, which means you don’t drain the capacity of the office Internet speed.
2. You now have the opportunity–for training purposes–to record both inbound and outbound telephone calls.
3. Weave now provides call tracking for all missed telephone calls.
4. There is a new Weave mobile app. This allows the doctor to see the appointment schedule remotely from a cell phone. It also allows you to communicate with your patient in a novel way. Even though you physically call from your personal cell phone, it looks to the patient that the call is coming from the phone number of the practice. The same application applies to texting.
5. In the last year, the company has grown from 60 employees to 125, with significant improvement in customer service and technical support.
We all know how challenging it is to get a patient to leave a review–even after they have promised. Demand Force, Patient Activator, Lighthouse 360 and Revenue Well all have programs to solicit reviews, but these are known as “third party reviews” that are hosted on a micro-site controlled by these companies. While these reviews are helpful, they are nowhere near as visible or carry as much weight as a “direct review”. Those are the reviews posted on places like Google, or Facebook or Yelp.
I am thus most excited about a new Weave service called the Review App. This is not included in the standard monthly fee. It costs an additional $100/month. Frankly–for the results it generates–I would pay four or five times that amount! After a patient leaves the office following treatment, they receive a text message asking if–based on their experience–they would feel comfortable referring a patient to the practice. If the answer is yes–and if they have a Gmail account–they are automatically taken to your Google Place Page where they are asked to leave a review. If they do not have a Gmail account, they are automatically linked to the Yelp or Facebook Page of the practice where they are again prompted to leave a review. The entire process is automated and very clever. And the results are fabulous.
Since today it is estimated that 70% of all reviews come from a mobile device, this new Weave app is particularly effective. To find out more about Weave, you can call Monroe McCoy at 801-636-6116.
March 28, 2016
As we listen to talk radio, read the newspapers, browse the Internet or watch the 24/7 news cycle, it is very apparent that a large majority of our population is unhappy with the current political situation. I have no solution to offer, and would not even attempt to write a blog about politics. What I do want to write about is happiness.
According to a recent article from US News and World Report, out of the 100 best jobs in America, orthodontists ranked first and general dentists ranked second! So there should be a lot of reasons to be happy if you are lucky enough to be a dentist these days:
• You are self-employed. How nice to be able to control your own destiny and realize that you have job security.
• You set your own work schedule. Obviously we are paid on what we produce, so many of us put in long hours. But that is a choice that we make.
•You can dramatically improve the lives of so many people with the ever increasing availability of advanced reconstructive dental treatments.
•You can create beautiful smiles. In so many situations, this is a transformative and life altering event for the aesthetically challenged patient.
•As a dentist you enjoy a position of respect in your community.
• With careful planning, your long term financial security should rarely be an issue.
Of course it has taken a lot of hard work and time and effort, and study, and years of on-going and continuous training to get to where you are today. Not to mention the substantial financial investment. So you should be justifiably proud of your success and accomplishment.
But practicing dentistry can be stressful, often exhausting, and we all know how hard it is to please everybody. Just remember that when you are at that point of feeling sorry for yourself – and we all have been there – just try to realize – compared to so many others in our society – how truly lucky we are – and how happy we should be in our chosen profession.
March 14, 2016
In my last blog post, I discussed the challenge of picking the correct marketing strategy to attract more new patients to your practice. There is no one size fits all, certainly no magic bullet that is guaranteed to hit the target. So you have to be nimble and careful about making any kind of long term contractual agreement or arrangement with any marketing program. You just never know what the results will be.
The responses from many of you sharing your experiences got me thinking about Word of Mouth Marketing (WOMM) and why I think it surpasses any one strategy while complementing every strategy. I researched a number of word-of-mouth marketing statistics that you should know about. Take a few minutes and read these articles – very interesting stuff. Insightpool.com November 2015; ambassador.com December 30, 2015; and friendbuy.com July 2015. Some highlights:
• 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products–making these recommendations the information source ranked highest for trustworthiness. (Nielsen).
• 74% of consumers identify word–of–mouth as a key influence in their purchasing decision. (Ogilvy).
• 20% to 50% of purchases are the result of a word-of-mouth recommendation. And consumers sharing a brand’s message generated more than double the sales that resulted from paid advertising. (McKinsey & Co.)
• 92% of consumers trust recommendations from other people – even if they don’t know them personally – over promotional content that comes directly from paid advertising. (Nielsen).
Word of mouth is defined as a trusted recommendation from one friend to another about a product or a service or a provider of a service. It is friends speaking to friends in all different situations: parents waiting to pick up their kids at school – chatting at the gym – cocktail parties – anywhere that people congregate. They talk about restaurants, movies, golf balls that go farther and straighter, books, and of course healthcare providers like their dentist. The following is a short list of what I hope people would say about your practice:
• I never felt one bit of pain! I was so nervous, and they totally reassured me and kept me comfortable.
• I have never once had to wait. They are always on time.
• They are so good with coordinating my insurance benefits. They really make the payment easy.
• My dentist is such a caring professional. She calls me after treatment to see if I am okay.
• I actually received a handwritten note from the doctor himself after my mother died. I could not believe how considerate and caring that was.
• I had my crown done in one day! And they didn’t even have to take an impression and put glop in my mouth.
• You simply would not believe how compassionate and friendly the staff is at this office. They always make me feel so special.
• The dentist explained everything to me and gave me his total undivided attention so that I fully understood the treatment.
• My dentist gave me choices for treatment, and there was no pressure, no salesmanship. I felt in control.
What is equally interesting is the effect of word of mouth through social media. In today’s digital age, it has taken on a new life, as conversations and engagement travel around the web at supersonic speeds. According to a recent Nielsen survey, 68% of consumers trust online opinions from other consumers and place online opinions as the third most trusted source of product information. Furthermore, 72% of consumers say that reading a positive customer review increases their trust in the business. So for sure you need to continually acquire excellent Google and Yelp reviews from your satisfied patients and make them easy to find and easy to read from your website. The value of these reviews is enormous.
So please make the commitment to excellence on all levels so that word of mouth can work for you. I always say – and truly believe – that it is easy to be good when so many others are so bad! Schedule some staff meetings and get everyone on board. You can’t do it alone. Please remember that this commitment has to be consistent and ongoing. Create the buzz in your community, and new patients will start flowing to your doors.