Course curriculum

  • 1

    WEEK 1: Welcome! (Module 1)

  • 2

    WEEK 1: Practice Marketing Mindset for Dental Specialists (Module 2)

  • 3

    WEEK 1: Your Target Market (Module 3)

    • 3:1 Introduction to Your Target Market

    • 3:2 Learning Objectives

    • 3:3 Annual Referral Report

    • 3:4 YTM ASSIGNMENT: Run Your Annual Referral Report

    • 3:5 The Zip Code Map Demo

    • 3:6 The Zip Code Map - Example

    • 3:7 YTM ASSIGNMENT: The Zip Code Map
  • 4

    WEEK 2: Ranking Referring Doctors (Module 4)

    • 4:1 Introduction to Ranking Referring Doctors

    • 4:2 Ranking Referring Doctors: Learning Objectives

    • 4:3 Ranking Referring Doctors: Metrics

    • 4:4 Ranking Referring Doctors: Unit of Measure

    • 4:5 RRD ASSIGNMENT: Run Annual Referral Report

    • 4:6 Defining A, B, C & D Referrers

    • 4:7 RRD ASSIGNMENT: Assign Rankings

    • 4:8 RRD: The 80 / 20 Rule

    • 4:9 RRD: Demo Setting Goals Worksheet

    • 4:10 RRD ASSIGNMENT: Setting Goals Worksheet
  • 5

    WEEK 2: Tracking & Measuring (Module 5)

    • 5:1 Introduction to Tracking & Measuring

    • 5:2 Learning Objectives: Tracking & Measuring

    • 5:3 Before You Begin

    • 5:4 Why Measure?

    • 5:5 The Patient Volume Report: Take A Tour

    • 5:5.5 DEMO: Fill In The Patient Volume Report

    • 5:6 ASSIGNMENT: Fill In The Patient Volume Report

    • 5:10 Introduction: Adoption Spectrum

    • 5:11 Marketing Rule of 7

    • 5:12 Impressions & Adoption Spectrum

    • 5:13 Awareness

    • 5:14 Interest

    • 5:15 Trial

    • 5:16 Adoption

    • 5:17 Loyalty

    • 5:18 ASSIGNMENT: Complete Adopt Column

    • 5:19 When & What to Measure

    • 5:20 ASSIGNMENT: Schedule Marketing Meetings
  • 6

    WEEK 3: The Competition (Module 6)

    • 6:0 Introduction to The Competition

    • 6:1 Learning Objectives: The Competition

    • 6:1.6 The Competition - Google Maps Demo

    • 6:1.7 The Competition - Google Maps Pre-Work ASSIGNMENT

    • 6:2 The Competition: ASSIGNMENT: Schedule Team Meeting & Divvy Workload

    • 6:3 The Competition: Gathering Intelligence

    • 6:4 Google Contacts

    • 6:4.5 Demo: Create Doctor Profile In Google Contacts

    • 6:5 The Competition: ASSIGNMENT: Create Doctor Profiles In Google Contacts

    • 6:6 Competitive Analysis

    • 6:7 Competition Profiles

    • 6:8 The Competition ASSIGNMENT: Complete Doctor Profiles

    • 6:9 Office Manager ASSIGNMENT

    • 6:10 Target Market Map Adjustment
  • 7

    WEEK 3: Messaging & Branding (Module 7)

    • 7:1 Introduction to Messaging & Branding

    • 7:2 Learning Objectives

    • 7:3 Types of Messaging

    • 7:4 What Is Your Brand?

    • 7:5 Who Are You?

    • 7:6 Location Messaging

    • 7:7 Technology Messaging

    • 7:8 Hours of Operation

    • 7:9 Emergency Policy Messaging

    • 7:10 Competitive Messaging

    • 7:11 Newsroom

    • 7:12 Insurance Messaging

    • 7:13 Follow Up Messaging

    • 7:14 ASSIGNMENT: Create & Rehearse Your Messaging
  • 8

    WEEK 3: Sticky Situations: Preparing For & Avoiding Them (Public Relations) (Module 8)

    • 8:1 Introduction to Sticky Situations

    • 8:2 Learning Objectives for Preparing for Sticky Situations

    • 8:3 Busy Front Office

    • 8:4 Multi-Ranking Doctors in one office

    • 8:5 We already refer to…

    • 8:6 The Complaint

    • 8:7 My Mistake

    • 8:8 Office Drama
  • 9

    WEEK 4: Virtual Market Outreach (Module 9)

    • 9:1 Introduction

    • 9:2 Learning Objectives

    • 9:3 The Art & Science of EMAIL

    • 9:4 ASSIGNMENT - The Art & Science of Email

    • 9:5 The Art & Science of TEXTING

    • 9:6 The Art & Science of NOTE CARDS

    • 9:7 ASSIGNMENT - The Art & Science of Note Cards

    • 9:8 Triggers To Send Out Referral Packets

    • 9:9 New Referrer Outside Your Target Market

    • 9:10 ASSIGNMENT: New Referrer Outside Target Market - Mailing Packets & Postage

    • 9:11 ASSIGNMENT: New Referrer Outside Your Target Market - Send Out Packets

    • 9:12 New Referrer Inside Your Target Market

    • 9:13 ASSIGNMENT: New Referrer Inside Your Target Market
  • 10

    WEEK 4: F2F Market Outreach (Module 10)

    • 10:1 Introduction

    • 10:2 Learning Objectives

    • 10:3 Marketing Outreach Schedule

    • 10:4 Don't Come Empty Handed - Office Visits

    • 10:5 Treat The Whole Office

    • 10:6 Everything Gets A Sticker

    • 10:7 Side-By-Side Example

    • 10:8 ASSIGNMENT - Check Print Material Inventory

    • 10:9 Keep Non-Perishables On Hand

    • 10:10 ASSIGNMENT: Non-Perishables

    • 10:11 Budget Your MONEY

    • 10:12 Budget Your TIME

    • 10:13 Promo Items

    • 10:14 Holiday Campaign

    • 10:15 ASSIGNMENT: Holiday Campaign

    • 10:16 Expert Tips

    • 10:17 The Strategic Practice Lunch

    • 10:18 Strategic Practice Lunch: Schedule

    • 10:19 Strategic Practice Lunch: Confirm

    • 10:20 Prepare Your Doctor

    • 10:21 Lunch Expert Tips

    • 10:22 ASSIGNMENT: Schedule Lunch

    • 10:23 Delivery Routing

    • 10:24 Demo: Google Maps List For Routing

    • 10:25 ASSIGNMENT: Delivery Routing - Create - Add Notes - Share - Find (Desktop & Smartphone)

    • 10:25 ASSIGNMENT Google Maps - Your Zip Code

    • 10:26 ASSIGNMENT - Google Maps - High Target Zip Code

    • 10:27 - ASSIGNMENT - Google Maps - Top 30

    • 10:28 - ASSIGNMENT - Pull-Up Google Maps on Smartphone and Desktop
  • 11

    BONUS: The Marketing Budget

    • 11:1 Introduction to the Marketing Budget

    • 11:2 Learning Objectives for The Marketing Budget

    • 11:3 The Cost of Marketing

    • 11:4 What is Tax Deductible?

    • 11:5 Marketing Credit Card

    • 11:6 Marketing Expense Report

    • 11:7 ASSIGNMENT: Talk To Your Accountant

    • 11:8 Money Saving Tips

    • 11:9. Hire A Photographer