Page 11 - CEREC Q2 | 2014

QUARTER 2 | 2014 | CERECDOCTORS.COM | 9
VALUE OF
REPUTATION
MARKETING
How important is “reputation
marketing” to your practice?
Here are some key findings
from a 2013 survey by
Bright Local:
85 percent of consumers read
online reviews to determine
whether a local business is
good
“Dentist” was the second-
most common business type
searched for online in 2013
(just behind restaurant
and cafes)
33 percent of those polled
stated that they searched
online for a dentist in 2013
77 percent of consumers read
fewer than six reviews before
they form an opinion about a
business
73 percent of consumers say
positive online reviews make
them trust a business more
65 percent of consumers say
positive online reviews
make them more likely to
use a business
79 percent of consumers
trust online reviews
as much as personal
recommendations
In 2013, the business for
which reputation mattered
the most was dentist
BENEFITS OF
REPUTATION
MARKETING
Once you make “reputation
marketing” a priority and
develop that five-star
reputation, you will enjoy
some of the following benefits:
Becoming the clear choice of
whom to do business with in
your marketplace
Consistently attracting more
referral-type patients
into your practice
Increasing your prices due to
the “social proof” or trust
that you now have
Being able to compound your
marketing momentum as your
happy patients help attract
other happy patients
Attracting patients who
might have otherwise chosen
another practice if it was
not for your stellar online
reputation
Increased ROI on all of
your other online marketing
efforts as your reputation
is the foundation for
everything else that you
will be doing
Decreased costs associated
with attracting new patients
to your office
Increased revenue and profits
Loyal patients are usually happy to give
their sterling review and their feedback
will only drawin referrals to your practice.
tip 3: Take responsibility yourself; do
not assume that your team is going to
do everything that is expected of them.
Consider an incentive to make sure they
are doing it the way it is intended.
MAKE MARKETING
A PRIORITY
If you have not been paying attention to
reputation marketing yet, it is critically
important that you do so now. Never
before has there been an easier and
more cost-effective way to differentiate
yourself from your competition.
Try this: Do a Google search of the
word “dentist” followed by your city and
zip code. How far down in the results
is your practice? If you were a patient,
who would you call to schedule an
appointment?
Dentists often spend anywhere
from $3,000 to more than $10,000 for
a website; another $500+ per month
for SEO; and more than $1,000 per
month for PPC — but ignore a system-
atic approach to reputation marketing.
For a fraction of the cost, marketing
your reputation can, without question,
directly correlate to a profound increase
in your new-patient flow.
HAPPY PATIENTS
MAKE THE DIFFERENCE
Think of all of your happy patients who
tell you how appreciative they are that
they can have crowns done in a single
visit. Now imagine how they can now tell
everyone online about it once you make
reputation marketing a priority. It will
make a huge difference! And remember,
being different is what it is all about.
For questions and more information,
Dr. Tau can be reached at
drlentau@pcde.com.