Marketing Outreach for Dental Specialists
Doctors don’t refer to the best clinician. They refer to the best relationship. This is a full and comprehensive course on how to build a marketing program at your practice.
Course curriculum
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1
Introduction
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Introduction
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Who is this course for?
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Course Curriculum
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Learning Outcomes
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Before You Begin
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Referral Packets
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ASSIGNMENT-Admin-Google Workspace & Print Material
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2
Ranking Referring Doctors
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Introduction to Ranking Referring Doctors
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Learning Outcomes for Ranking Referring Doctors
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Metrics & Unit of Measure
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The Annual Referral Report
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ASSIGNMENT - Run Annual Referral Report
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Defining A, B, C & D Referrers
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ASSIGNMENT - Assign a Rank
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The Rules
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The 80/20 Business Rule
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ASSIGNMENT Setting Goals
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3
Tracking & Measuring Referring Offices
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Introduction to Tracking & Measuring Referring Offices
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Learning Objectives for Tracking & Measuring Referring Offices
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Before You Begin
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The Patient & Production Report
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ASSIGNMENT Complete Patient & Production Report
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Why Measure
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Intro to Adoption Spectrum
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Marketing Rule of 7
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Adoption Spectrum
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Awareness
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Interest
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Trial
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Adoption
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Loyalty
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ASSIGNMENT Adopt Column & Schedule Meetings
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4
Referral Relationship Management Platform
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Introduction to Referral Relationship Management
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Learning Objectives for Referral Relationship. Management Platform
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The Referral Relationship Management Platform
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RRM Platform - Workspace
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ASSIGNMENT - Set up Google Workspace Account
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ASSIGNMENT - Email Signature
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The Doctor Profile
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Required Fields - Doctor Profile
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Video Resource for Google Contacts
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Should I do a Bulk Import?
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How to Import Contacts (Bulk Import)
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ASSIGNMENT - Doctor Profiles
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Required Fields - Competitive Doctor Profile
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The Competitive Doctor Profile
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ASSIGNMENT - Competitive Doctor Profiles
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5
Messaging: What do I say?
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Introduction to Messaging
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Learning Objectives for Messaging
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Before You Begin
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What is your BRAND?
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Types of Messaging
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Who are you?
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Location
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Technology
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Hours of Operation
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Emergency Policy
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Insurance
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Competitive Messaging
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Follow Up - Be a Resource
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Newsroom
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Update Doctor Profiles
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Things to Consider
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Things to Consider
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ASSIGNMENT Create, Review & Learn Messaging
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6
Preparing for Sticky Situations
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Introduction to Sticky Situations
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Learning Objectives for Preparing for Sticky Situations
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Busy Front Office
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Multi-Ranking Doctors
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We already refer to...
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The Complaint
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The Complaint Response
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I don't know!
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7
Your F2F Marketing Outreach
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Introduction to Marketing Outreach
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Learning Objectives for F2F Marketing Outreach
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Marketing Outreach Schedule
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Don't come empty handed!
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Promo Items
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Capturing Outreach
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Attire
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ASSIGNMENT - Phase 1 - Routing & Mapping
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ASSIGNMENT - Phase 2 - Routing & Mapping
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ASSIGNMENT - Phase 3 - Routing & Mapping
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ASSIGNMENT - Phase 4 - Routing & Mapping
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ASSIGNMENT - Phase 5 - Routing & Mapping
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8
Virtual Marketing Outreach
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Introduction to Virtual Marketing Outreach
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Learning Objectives for Intro to Virtual Marketing Outreach
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The Art & Science of EMAIL
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The Art & Science of TEXTING
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The Art & Science of The Practice Lunch
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Benefits of The Practice Lunch
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The Successful Practice Lunch
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The Lost Art The Handwritten Note
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9
The Marketing Budget
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Introduction to The Marketing Budget
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Learning Objectives for The Marketing Budget
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The Cost of Marketing
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Marketing & Tax Deductions
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The Expense Report
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Money Saving Tips
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