Dental Website Content: 4 NEW PATIENTS! NOT 4 YOU/ME...

Quick Navigation. Short Sentences. All about Style. Get in. Get Out!

And Of Course, That Pesky Call to Action! ZAP POW. Brown Cow! Mow. Wow.

Uuuh. Why? Who Told You DAT!

Web Designer? Your Team? A Patient Who Works On Website?

Or was it You - Dentist Person? Sneaky....

Everybody Wrong! Even me. Yes, difficult to believe I wrong. First time. Ever.

Actually, All Are Right.

I can't offend anyone - against my nature. At least not until I am paid my Exorbitant Fee for my dental consulting mumbo jumbo gums-bo.

I am only asking for all this money to help the economy grow - altruistic is my middle name.

Where is this all going - besides into my pocket? Basically, if you have read this far: case closed. Meaning - when something is important to you - you will read and search and click and do it again until you are done.

Nothing is TOO long. NOTHING is TOO much if you really need to make sure - which might be like patients who are afraid to come in and those who do not 'TRUST' dentists.

What works is what works not what we think works.

For examples... (not for - two examples.)

Dental Postcards don't work because they are junk mail. But, I can show where patients come in because of them.

Outdoor Advertising is too costly and I like online stuff - thingies. Yet, I can show how more money makes MORE money even in this economy.

Misperceptions about what works and what does not is common because we are quickly influenced by 'wrong experiences' - WE HAVE.

People who have the GOOD experiences like these marketing concepts. We are STUCK inside our brains of anecdotal likey, like. Experts in narrow aspects of any type of marketing believe their marketing works. They MUST think that way.

Otherwise their brains will explode into - doing what I do - NOT getting stuck in a rut of wrong way wilson.
Patients who already KNOW how much they will pay for dentistry or the size of treatment plan they believe is valid are doing the same thing.

What I do is look at what the consumer actually wants. I DO NOT GIVE A DAMN what experts in any part of the business believe WORKS! They NEED to SELL Their PRODUCT.

(And I will sell their product = but NOT at the level they might want or in the exact WAY they have pushed.)

YOU DONT GIVE A DAMN about marketing - you want NEW PATIENTS!

QUIT looking what for works. Nothing works except what WORKS.

YOU KNOW DENTISTRY. Patients NEED YOUR EXPERTISE - so stop trying to figure Marketing Out!

I have 14+ YEARS of looking away from the DISCO BALL of maybes and trinkets of marketing flop flip and focusing on REAL COMMUNICATION!


Communication is what you need to GET NEW PATIENTS!

Good Marketing is Communication without the 'works' - we see - but what patients need to see/understand.

Having worked at a pizza place for a few years - I know the works is $14.99 for a large - medium is $12.88.

You want MORE than what works - you want to do MORE than what marketers have NOT been doing for many years, which is getting more patients to do more, and some TO DO ANYTHING!

COST Is a RED herring. 40% of the people NOT going to the DENTIST are considered HIGH INCOME!

HALF OFF is HALF WIT MARKETING. (Except Whitening - which is Not expertise.)



RED is WRONG. Half Off Never. Take THAT to the BANK.

If cussing a BLUE STREAK got you TONS of NEW PATIENTS, you would SIGN ME ON to BLUE THINGS UP, RIGHT!?

I do marketing supported by a passion for communication. Consumer health is NOT about CALLS to Action. PAIN, embarrassment and disease is the CALL to Action.

Dentists just need to BE IN THE ACTION - regularly, creatively and consistently - AND comprehensively.

Include a well researched plan. PLUS tracking to refine and enhance and get back out there with BETTER.

When it comes to developing your WEBSITE, don't develop it like YOU LIKE - develop it so it builds VALUE in a way that REAL PEOPLE who need dentistry need it to be developed.

> What I look for:
> especially when working with a Dentist that has extensive skills and at least a decent amount of content.

1st Level: quickly want address and/or phone#/email

2nd Level: want services/doc CV basics - look, design, feel of website/etc.

3rd Level: need to see/experience reason to trust - 'value/cost' perception fit theirs - details start to matter - B/A pics/Testimonials

4th Level: need to be assured doc is the best, has everything in place, lots to backup - in triplicate plus 10 -
-- where just having "lots" of information works all by itself - of course, better written/designed/laid out - works better than lots and not.
-- these patients have searched and searched and/or worried and worried - and the 'best site' they find will be the winner.
(will look around a lot - maybe come back - talk to others - come back again and again but when they do - they are READY! Case presentation is them giving you a suitCASE of cash flowation and trust admiration. Good dentistry is NEVER about selling - it is about communicating value effectively - selling is a killer if the connective communication is not established.)

Most important: keep at it - add more when pertinent. Not look like every dentist same or visitor perceive expertise as generic. Plus will always be dentists who keep enhancing presence.

Need be Consistent & Persistence at Demonstrating Value Effectively: Pics/Quotes & Articles and/or Pages. It is -- same/same -- only diff is how it weaved underneath.

My value as a consultant is providing the context of many perspectives on marketing dentistry to consumers.

While my expertise my overlap your designer or web developer in various ways - they are the experts in putting it together well - determining how to fill pages or set up navigation.

Total pages to me is irrelevant: constrained more because of cost and/or time as well as 'wealth of content' available from client.

The Site builders/The Dentist/Me The Consultants are only ones who read entire site (or even think about how big it is).

Dental visitors view only what is pertinent to them: maybe only one service element - like implants.

Lower content volume perception (wherever located/how linked) tends towards 'value less' expertise. Of course, content is laid out in a cascading fashion - not a 'stuffed in sack' presentation.
Oliver (Oli) Gonsalves
Niche Dental New Client Liaison, Direct At:

Marketing Commentary By
Dick Chwalek -
Dentist Marketing Coach, Dental Communication Consultant.

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