The Dental Marketing X-Files with Xaña Winans

Dental marketing can be filled with confusing, conflicting advice that leads to frustration. In The Dental Marketing X-Files with Xaña Winans, we'll reveal what works and why, and what you can ignore. In dental marketing, "the truth is out there."

Blog By:
Xana Winans

    
1. Case Studies: No one wants to be your guinea pig, they want to know you have successfully completed this procedure on other patients. Document your best cases with details about the problem the patient presented with, what the patient wanted for an end result, what you did and the final result.
    
2. Expert Endorsement: Patients want to know that experts in your industry have trusted and recommended you. Have you completed courses at Spear or Dawson? Are you a Pankey grad? See if you can get a short quote of endorsement from one of your clinical instructors supporting your skills. 
    
3. Celebrity Social Proof: Even though a celebrity has no more training than you and I do, they hold sway. If you have a patient who is a local radio DJ, TV reporter or even just a business leader in the community, seek out their review of your care and feature them prominently on your site.
    
4. Video Testimonials: You simply can't argue with a video of a patient singing your praises on your website. Arrange a professional video shoot and let your patients tell your story for you. 
    
5. Add Photos to Reviews: The simple act of adding a patient photo next to their written review dramatically increases credibility.
    
6. Address Objections: Your gut may tell you to avoid patient comments about pain or cost, but these are real fears for your patients. Using a testimonial to directly address those questions shows prospective patients that it's not that big a deal and helps take away the fear.
    
7. Reviews: Google and Facebook reviews are obvious, but don't forget sources like Yelp, Healthgrades, Dr. Ooogle and other less mainstream social proof sites
    
8. Trust Icons: Trust icons are a very subtle, but very effective form of social proof. On your site, feature the logo of your dental school, any national organizations you are a member of, Top Dentist listings (yes, even the ones you've paid for), and even the Better Business Bureau. Patients breathe a sigh of relief knowing major groups have said you can be trusted. 
    
9. Data and Numbers: We are hard-wired to believe numbers, because after all, "numbers never lie." If you can tell patients you have placed over 500 implants, or completed 1000 hours of continuing education, they instantly assume you must be an expert in that category. Simply quantify what you do and watch trust rise. 
    
10. Add Your Logo: If you're featuring a review on your site or marketing piece, add your logo next to the logo and you'll create instant association of that social proof to your brand. Try this with social media graphics that feature your logo and the saying "Another 5* Winans Dental experience!"

Done right, social proof is subtle but very powerful. Try a few of these options on your dental website or in your dental marketing and watch your conversion start to rise. Let me know what you've tried and how it worked!