• Thursday, April 01st, 2010

Dental marketing with Dr. Michael SilvermanDental Marketing: The Importance of Tracking

Dr. Michael Silverman, president of RAMP, answers this question: "In 2010, what one thing would stop you from recommending any and all advertising to a potential client?"

"I love this question because it reminds me of the movie City Slickers," said Dr. Silverman. "Billy Crystal plays the city slicker Mitch, and Jack Palance plays this cowboy named Curly. Curly turns to Mitch and says, ‘Do you know what the secret to life is?’ and he holds up this one finger. Mitch says, ‘Your finger?’ And Curly says, ‘One thing, just one thing. You stick to that one thing and the rest don’t mean stuff.’ And then Mitch says, ‘But what’s the one thing?’ Curly answers, ‘That’s what you have to find out.’

"It was like the pinnacle moment of the movie. And the one thing, the one thing is tracking. If you’re doing any marketing and you’re not tracking all of your marketing, just stop wasting your time and don’t market at all.

"There are a lot of passive tracking tools available that allow a dentist to empirically track their dental marketing without having to rely on any human retention in the process. There are sophisticated phone tracking systems that are very affordable. Another way to track your dental marketing efforts is to buy various URLs web addresses. If you connect a unique individual URL for each of your marketing efforts to your existing dental website, you can track where the leads are coming from.

"Of course, you must analyze the effective of these dental marketing efforts and you have to look at the data, but it’s something that it makes it easier for you to make adjustments.

"When a new patient arrives at your office, it would be a really good idea to have like a card, like a 6 x 9 piece of paper that you give the patient with their medical history form that will allow them to check off everywhere they may have heard about your practice, whether it's referrals or whether they heard you on the radio or saw you on TV or saw an ad somewhere or went to the dental website, give an opportunity to check off all the multiple sources for their referrals."

Dr. Michael Silverman, DMD, is President of RAMP (The Dentist's Advertising Agency), which can be reached at 1-800-620-RAMP. Dr. Silverman is also President of DOCS Education.

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