Dental Industry
How a Dental Content Strategy Can Give You an Advantage Over the Competition
Ah, the competition. That nagging reality that you must face as a dentist and how you apply a dental content strategy to solve it.
But does the dental-practice-on-every-corner really matter to YOUR production? And what about corporate dentistry practices and their lower overhead due to their buying power?
Those and a number of competitor related questions can keep you awake at night.
Competition is overemphasized and here’s why a dental content strategy matters
Let’s start with marketing strategy. It’s a knee jerk reaction to diss the competition.
- To point out their flaws.
- How they’re different than you.
- How they operate. Etc.
The problem, if that applies, is that your focus is in the wrong place relative to your competitors.
What if you’ve met the competition…and it isn’t them?
Stick with me…
What if you’ve met the competition…and it’s YOU?!
The more you focus on “them” out there…the less you’re focused on your dental patients and your influence on them.
Again, it’s natural to lay awake thinking about the newest dental center opening up a few miles away or blocks away. You’ve seen their mailers, their fancy promotion spotlighting their state-of-the-art new technology, and their new patient promotions.
But think about something for a moment. They aren’t going away and your focus on them isn’t going to change that.
What can change is your decision to embrace the competition and use it to your advantage.
What if the competition could actually help build your dental practice as you improve your dental content strategy?
Start with transparency.
The art of being transparent has huge benefits to your practice growth. Transparency should not be equated with weakness or giving-away-the-farm so to speak.
In fact, when you’re transparent – authentically so – your patients and growing base of site visitors will begin to trust you.
And that’s the first thing that transparency does…
Being transparent builds trust.
Once trust is established you can speak openly, honestly, and even glowingly (is that a word?) about your competition.
Why?
Because you’ve lightened up and stopped being concerned about your competitors impact on you. Instead, you’re recognizing that you can use their position to your advantage.
Transparency enables you to speak the truth about what anyone could find out on their own about your competition.
Remove the mystery and you’ll stop concerning yourself with every ad, promotion, and competitor move.
What does transparency look like?
Good question.
Think of it like being yourself.
- Know your skills, expertise, and influence.
- Focus on the unique value you deliver to your patients via your services, your team, your practice brand, your history…and your dental marketing content.
- Be comfortable in-your-skin. In essence, be so in tune with your grasp of your patient’s and the dental seeking public’s unique questions that you’re doing them a disservice if you don’t answer them with relevant content.
Think like a teacher
“But I’m a dentist,” you say. That fact doesn’t change your role as an influencer.
You must think like a teacher…not only a dental practice owner.
Level up your role as a dental professional. And I’m not talking a CE based, colleague driven dentist.
I’m talking about your ability to influence your patient’s “buying decision” via intuitive, organic content.
By intuitive I mean the kind of dental content that isn’t focused on your latest, greatest, state of the art-ness (like your competition). Rather content that’s focused on their burning questions about a dental procedure, related costs, fears, emotions…basically anything your patients or the dental seeking public is asking about.
You differentiate yourself from your competition (and stop worrying about them) when you focus on content that solves the problems and answers the questions the dental seeking public (including your patients) are seeking and asking.
- Ramp up your listening strategies. Tune into every available source of questions, problems, and goals that your patients and site visitors provide.
- Create content that addresses the questions, problems, and desires of your patients and the dental seeking public.
- Monitor and share your fresh content. This lifts you to a place of influence and expertise rather than merely a promo-of-the-month service provider (something your competition is probably focused on).
Your ability to listen and leverage information on behalf of your patients and potential patients will differentiate you from every other dental practice you fear as competition.
Practice dentistry out of abundance instead of scarcity
Make this your new reality (when you’re not obsessing over your competitors):
There’s more than enough dentistry to go around.
Focus on your influence rather than how to out-promo your competition down the street. Doing this enables you to always be in a position of strength.
Why?
No one else is doing this…and they’re not likely to start. The reasons vary but it’s always easier to follow the crowd.
In this instance the crowd of dental competitors are quite content (successful or not) to throw marketing dollars at patient attraction like everyone has always done it.
The sales mindset is difficult to shake.
And the patient focused content driven strategy is perceived too risky or ineffective for most.
Stay the course and you’ll never be lacking for patients. Because every patient or potential patient will reflexively search online for answers and solutions.
When they do…you have the advantage when your website is a solutions platform rather than a digital brochure.
The competition isn’t likely to go away. Why lose sleep over it and try to game your way past them?
Instead, accept them, befriend them…but mostly stop worrying about them. There are more important things to do…like answering your patients questions and solving their problems.
Why Your Dental Content Will Be “Loved” (or Maybe Not)
“I could never love you, because you’ll never love anyone but yourself.”
Ouch! That line from the classic film, Groundhog Day reveals an essential principle that explains why people will read and take-action on your dental content (or not).
Bill Murray’s character, Phil, is attempting to woo (to put it mildly) Rita (Andie MacDowell). But his daily do-over is falling short as does his go-for-broke attempt at declaring his love.
The missing element of most dental content
Attraction is tough. Thus, why many of my client conversations involve a discussion about tried-and-sometimes-failed marketing strategies.
- Direct mail that reads like a warmed-over sales pitch
- Email content that sells and promotes more than it informs or engages
- Website copy that’s more appropriate for a CE course
- Facebook ads that highlight in-house features more than solution-oriented benefits
Desperation can lead to desperate attempts to land the “sale.” It’s equivalent to Phil’s failed attempt at love or proposing marriage on the first date.
You know better…right? Yet, you still invest in what appears to be tried-and-true marketing efforts only to find yourself alone at the end of the bar…or err…business day!
What you need is “seduction!”
Wait…what?
Seduction pure and simple!
To clarify, seduction isn’t about manipulation. As concerns your dental content it’s about…
Knowing who you’re writing to and communicating to their needs.
No manipulation necessary. Instead it’s more of what Brian Clark refers to as a “courtship.”
”I’ve described content marketing as a story you tell over time. If that story places the prospect at the center of the story and delivers the right information at the right time, you have a courtship.” 1
The words “over time” are at the core of how best to use content to market your dental services. Keep in mind that it’s a journey…a courtship (not declaring your “love” on the first date).
Keep them informed (reading) and they’re more likely to take the next step (accept your “proposal”)
Empower their search for solutions
The abundance of information is overwhelming. It’s also “noisy.”
You’ll rise above the “noise” and “clutter” when you become the solution to your dental patients/clients.
- Show them how your services or products benefit their circumstance
- Listen to their questions, comments, and yes…even their negative reviews (improve rather than try to disprove)
- Leverage what you hear/discover into next-step content (e.g. Patient: “I’m embarrassed by my yellow teeth…nervous about an upcoming event…” Your Content: “How Teeth Whitening Can Give You the Confidence to Own-the-Room…” you get the picture)
Write for scanners rather than scourers
Most who consume digital (online) content scan. That’s why it’s vital that you create easily scannable content.
- Compelling, benefit-oriented headlines and sub-heads throughout
- Benefit-rich bullet points that summarize
- Actionable wording instead of industry-speak “fluff”
Writing because you like to hear the sound of your own voice is like having a conversation with yourself.
Worse…no one’s listening (reading).
Remember, if the narrative isn’t about them there’s basically only one other it could be about…hmmm…
Our not-so-loved-Phil would tell you that’s a scenario that’s best not repeated!
- https://www.copyblogger.com/seductive-content/ ↩
4 Ways to Create and Share Dental Content That’s Fresh (and Unpredictable)
We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.
Here’s the point…
“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”
My wife and I like that. And the same concept applies to the content your patients and/or clients consume.
Who likes stale, predictability?
There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.
Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.
Get a whiff of staleness…yet?
Site visitors are looking for something you might not be providing
I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.
That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?
Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.
Create and share dental content that resonates and doesn’t bore!
People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.
Sure, most storylines follow the same general path. It all begins with a premise.
”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”
This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.
How to create “fresh” (never stale) dental content
The following four elements are a vital part of your dental content marketing strategy.
1-Take the “road-less-traveled”
Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.
Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.
The key to unpredictability?
Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.
Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.
You’ll begin to stand out when you step away from the crowd.
”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1
Keep it fresh and your perceived value will rise.
2-Champion simplicity
Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.
This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.
Relax! Your patients/clients “get” that you’re a skilled, educated professional.
Guide. Deliver substance without complicating it.
3-Keep it real
This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.
Be yourself!
People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.
”Your messages must communicate meaningful benefits that are also tangible.” 2
The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.
4-Stay credible
Believability is closely associated with credibility. Your content must be believable.
This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.
Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.
Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.
Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.
A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”
Use a Word-of-Mouth Marketing Mindset to Give Your Dental Content an Advantage
A recent conversation with a dental professional gave me a key insight. Here it is…
There’s a big disconnect about the wording of effective dental content.
Our back-and-forth discussion via email prompted my thinking about the clinical vs. conversational tone of dental copy in general. His respectable clinical expertise was somewhat toe-to-toe with my copy and content writing expertise.
I believe there’s a win-win to be achieved. But…the ultimate “win” is for those who consume the practice’s content…or at least it should be.
It’s not about you!
Your top challenge as a dental professional (specifically with your marketing copy and content) is taking the focus off YOU! It’s easy to throw down words touting your latest…greatest…state-of-the-art…cutting edge (shall I continue) innovation or procedure. Add to that the often used technical verbiage that’s more appropriate for clinical journals and colleague conversations.
For this discussion let’s say that dental marketing copy and content has two sole purposes:
- To inform and educate. This is perhaps where my recent conversation ran off the rails. It’s a mistaken notion that informative must equate to industry jargon.
Which leads to the second purpose…
- To compel a specific action – schedule, call, contact, click, reply, etc… This assumes that the dental-services-seeking public are interested in what eliminates their pain, improves their appearance and health, or both.
Dental content is about the reader (patient). It’s their “story” that matters.
So, who are you talking to?
This question must guide every piece of content you publish. It’s where I begin when I’m writing copy and content of any scope.
It’s essential that you create a copy/content “environment” where the reader is the focus. It’s THEIR problem that requires a solution or THEIR question that needs answering.
The result of your sensitivity to them and their problems and questions is where you make connections. And when your copy/content is the vehicle that delivers you could earn a patient or client for life.
Who’s talking?
Apparently tons of people are willing to talk about businesses that make an impression on them. Forester Research confirms that approximately 500 billion word-of-mouth impressions are created daily via social media.
Social interaction is making a difference on the economy. The big question: is it positively impacting yours?
Get this…McKinsey and Company, a management consulting firm, reveal that an estimated two-thirds of the US economy is fueled by word-of-mouth. fn
Let that sink in…
- 500 billion conversational impressions
- Two thirds of the US economy influenced by conversations
The “talk-is-cheap” mantra might best be repackaged as talk-has-extreme-value! Today’s “water-cooler” gatherings are vastly different than a decade ago…and enhancing those connections is helped by the tone of your copy and content.
How a conversational mindset can have a longterm…viral impact on your patient or client relationships
- “Talk” (write) about what matters…to your reader. It’s essential that you listen and then leverage what you hear into solution oriented content. Make sure your expertise (and the language you use about it) isn’t the focus as much as how it solves their problems and/or answers their burning question(s) of the moment.
- Use words that resonate and those that compel your reader. Again, avoid fancy, heady, intellectual, jargon-y sounding language. Find and use relevant synonyms that create culturally appropriate images in your reader’s mind.
Word-of-mouth impressions are powerful because they’re everyday and conversationally driven. Writing like you (and your patients and/or clients) talk keeps the conversation going…and that leads to longterm, healthy relationships.
What “Binge Watching” Can Teach You About Creating Compelling Dental Marketing Copy
Come on, “fess-up.” You know you’ve binged watched your favorite show (more than once) on Netflix or your preferred entertainment content source.
Your “guilty pleasure addiction” actually holds a principle that can transform how you strategize about and create your dental marketing copy. There’s a reason you’re compelled to stay tuned-in on the edge of your seat as the next episode or scene buffers.
My wife and I have a few “guilty pleasures” on Netflix. One is Bloodline. We’re eagerly awaiting the next, and what we’re told is the final, season (bummer).
Until then, this binge culture you and I live in prompted some thoughts about dental marketing copy and content. Fact is, you stay tuned for a reason.
And that reason has much to do with how the content is made available and is delivered.
All at once in real-time
Remember the days when you had three, yes three, choices for TV entertainment. If’ you’re of a certain age or generation, you might also recall that you were a slave to a specific viewing time and a pre-recorded amount of programming, including commercials – that you HAD to watch.
If you’re under the age of, say, 40, you perhaps have no clue what I’m talking about. Millennials and GenXr’s only know the world of instant access, everything all at once, entertainment content.
It’s mind boggling to scroll the timeline from the late 1970’s to now and realize how significantly content access and delivery has changed. Choice-access is a premium both for WHAT you consume and WHEN you consume it.
Your patients and clients are accustomed to the same. It’s how they live.
Craft a compelling storyline, share it in a compelling format, and allow them to access it in real-time. Think email, SMS (text messaging), blog, Facebook LIVE, Twitter, Periscope, YouTube, SnapChat, Instagram, etc.
More pressing – are you using these “channels” and if so, how?
Second realization and principle has to do with “intrigue” or “curiosity.”
You know how your heart races and your pulse quickens as the credits roll on the second or third or sixth episode in your Netflix series queue? The countdown to the next episode begins 10 seconds…9 seconds…5…4…3…2…1…!
No pause. You’re on to the next episode…why?
Love for the show? Perhaps more has to do with curiosity…intrigue!
Those who create entertainment content and design it’s delivery sequencing understand what all great copywriters and content creators understand:
Curiosity is powerful. There’s no limit to how effective your copy and content will be if you use curiosity to capture your reader’s attention.
From the headline of your online or direct mail promotion, to the subject line of your email, to the lead of any promotion you create – if it doesn’t appeal to your reader’s curiosity and stir their sense of intrigue – rewrite it until it does!
A third and final principle from the world of favorite show binging…
Tap into your audience’s feeling (fear) that the “end” isn’t really the “end” (for now, at least).
In other words, create repeat buy-in.
It’s a sad day indeed in our household when I receive the Netflix notification that our favorite “guilty pleasure” is wrapping up (as in, no more “seasons”).
But Netflix applies a compelling strategy.
They’re quick to add – “If you liked ?…you might also like ?”
There’s never an “end” to a familiar storyline or content that looks, sounds, and feels like the “binge” I just completed.
Those who receive your dental marketing copy or content will return and even anticipate what’s next if you give them one thing – emotional value.
In essence, know your audience and be prepared to provide more stimulating reasons to find you a source of practical value. But not just any value – the brand of value that connects at an emotional level.
Remember, “People buy for emotional not rational reasons.”
I urge to re-read this post and keep it on hand. There’s much buried between the “plot line” that can help you create more compelling copy and content (or the motivation to seek someone who can).
Speaking of plot lines…it’s about time to see what Netflix has to offer for our next “guilty pleasure.”
How to Meet Your Audience Eye-to-Eye in Your Dental Marketing Content
Sometimes the strain is too much. In my case it was the strain I consistently felt in my neck.
A practical Christmas gift solved that problem. And it prompted me to think about a principle that can keep your dental content and dental marketing from being well…a pain-the-neck.
I’m at my desk for the majority of each work day. My stand-up desk, though efficient and good for my overall health, even so created ongoing tension in my neck and shoulders.
Looking down at my MacBook Pro all day left me sore at day’s end.
I browsed for a more ergonomic solution. And viola!
The Rain mStand.
This gorgeous piece of aluminum looks sweet on my desk top. More important, it provides the lift I need to bring my MacBook Pro to eye-level.
Mom hooked me up with one for Christmas. I’m stoked about it.
Everything’s at eye-level now. Neck-strain gone!
Got me to thinking about marketing-strain.
What’s that you ask?
Consider it any promotion, copy, or piece of content that fails to meet your reader, client, patient, or customer at eye-level.
Eye-to-eye or “die!”
Might seem extreme. But in a world of “hey-look-at-us-and-how-great-we-are” marketing it removes the pain.
Marketing that’s so feature heavy and bloated with industry-speak that it weighs your core message down isn’t compelling.
There’s a better way.
How to Create Dental Marketing Copy and Dental Marketing Content That Meets People at Eye-Level
1-Get personal
Your dental marketing strategy has one purpose, ultimately. It’s to consistently meet your patient/client at their personal “pain-points.”
To clarify, not all patients/clients are at a pain threshold all the time. Much of the time they’re simply looking for a solution to a problem.
This demands that you personalize your strategies.
Speak to each as an individual rather than a collective group. For example, use the word “you.”
This trains you to think in terms of a single person. You’ll naturally write, promote, market as if you’re speaking to them alone.
More important, they’ll feel it too.
2-Stop “selling”
Might seem strange to hear that said in a discussion of marketing. True, “selling” is the outcome of your dental marketing.
Though you perhaps don’t like to think of what you do as “selling” it’s the reality of marketing.
But…
It’s important to understand that the concept of “selling” is much different than the approach that feels and sounds “salesy.” Before you dismiss this point as a matter of semantics, think about it.
“People (you included) don’t like the idea of being sold.”
It’s more a matter of connecting their personal desires, emotions, problems to a solution. That connection is where the real value of “selling” takes place.
You create a “fan” over time by how you engage them with your solutions. If you sound, write, promote like a 15 second tv commercial you’ll do nothing more than numb your market.
Tap into your patient’s/client’s emotional buying motives. It’s reflected in a classic marketing formula according to Theodore “Ted” Levitt:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
And that, my friends, leads to a third and final idea…
3-Solve problems
The “drill” (according to Levitt) isn’t the ultimate, desired solution. The “hole” is!
In our feature-intensive marketing language it’s easy to forget the problem-solution-benefit equation. That is, how your services/products are described or packaged isn’t as valuable to your patient/client as the solution-benefit it provides.
Know your “audience” and you’ll speak to their pain. Listen to chair side conversations, consultant feedback, online reviews, search data, social media data and conversations, etc.
Mine conversations for problems that your unique services/products can solve. Create content that highlights how the problem/pain is solved.
Your dental marketing value will increase within your niche when you give your patients/clients consistent reason to trust your expertise.
Get eye-level. Your pain and theirs will disappear.
How to Assure that Your Dental Content is Clear and Useful
I love it when clients “get” what I’m about to share with you! It’s simple really and it can add value to your dental content – online or offline.
I recently wrote the copy for a dental client’s website. The pediatric dental content was brief and to the point – as they preferred.
They asked for a minor revision. It involved copy on a somewhat obscure dental issue. Though pleased with the copy, the client recognized that the existing content could be a bit confusing to their “audience.”
It’s vital that your content connect on a compelling AND clear level with your reader.
I made a minor adjustment to the copy. All it involved was a simple tweak in the language followed by a clarifying explanation of the issue.
I’ll share the “language” I used in a moment.
Clarity first
I’ve written about what is called the “power of one.” It’s the principle that your copy/content is more compelling and useful when it focuses on one, clear idea.
It’s common for marketing or promotional copy/content to take on too much. Words carry weight but too many ideas all at once can weigh-down and confuse your reader.
Narrow your focus to one clear, compelling, big idea. And make sure that idea is clearly communicated (what my client gets).
How to Assure that Your Dental Content is Clearly Useful
1-Know your audience
This is Communication-101. Who are you talking, writing, marketing, promoting to? Dentistry is a technical, knowledge-based industry. As a dentist, your education holds esteemed value to your patients (and it certainly should).
Your audience “pays” for your knowledge and expertise. But that knowledge-base requires a clear explanation when it’s shared with those other than industry colleagues (i.e., your patients).
- View your services through the “eyes” of your patient. Explain, promote, educate them with words they understand. This is a fundamental task of my dental content writing – clarifying and attaching benefits to what is otherwise obscure or irrelevant.
- Get to the benefit level as quickly and clearly as possible. Remember that the benefits of your services must connect with your patient’s emotions. Features, on the other hand, appeal to their logic. Use both (features and benefits) but clarify what you provide around the benefit they will receive.
2-Paint a “picture.”
It’s useful to illustrate the “idea” you’re communicating. This is what I did recently with my client.
I used a few simple words to clarify the complex issue. Instead of using albeit accurate technical language I illustrated it by saying, “Think of it this way…,” then crafted a short connection to a relatable idea.
Those simple words shifted their thinking to something they could understand. When your reader makes the “shift” they inch closer to accepting what you’re communicating.
Art takes work.
Invest time creating clear ways to communicate your services. What can you compare it to? Is there a connection to something your patient(s) know and understand?
3-Tell a story.
This is about your core message. Those who read your content aren’t looking for a screenplay but they are looking for value in what your provide.
The more you draw them into your services the better your outcomes.
- Help your patient see themselves using and benefitting from your service. It’s not about “whiter teeth” it’s really about confidence at their daughter’s wedding or feeling attractive at their upcoming high school reunion.
- List as many plot-lines as you can think of for each of your dental services. By “plot-line” I’m referring to the path you guide them on from problem to solution. What ultimately does this “problem” cause if avoided and what would it look like if they accept the “solution?”
- Mine your reviews, surveys, and patient testimonials for story themes. Patients tell you their story through their post-treatment comments. Listen chair side for clues to your patient’s story. What are they really wanting from the service you’ve treatment planned for them?
That’s story!
Simplify your copy. And remember that clarity adds value to the content you publish to promote your services.