On the landing page. What’s really important right at the top. Clear call to action. Phone number button to fill out a form. Your contact. Your location. Right. So your address. So they know where you are. Okay. The offer that’s at the top and perhaps some social proof wires, some information about the steps that happens next. What happens at the consultation, some information about the treatment, maybe some FAQs, some information about the clinicians involved. If you’ve got won any awards, there’s anything unique about your practice, make sure that’s on the landing page. If you’ve got some before and afters of patients that have had that specific treatment, pick your best ones. Put it on that landing page. If you’ve got any Google reviews of those patients who’ve had that treatment, put them on that landing page. If you’ve got video testimonials of patients that have had that treatment, same again. So that landing page is all encompassing and that patient should have no reason to look elsewhere for that information.

This is Dental Leaders, the podcast where you get to go one on one with emerging leaders in dentistry. Your hosts, Payman, Langroudi and Prav Solanki.

Welcome to the Dental Leaders podcast. Today I’m going to be touching upon marketing, and it’s going to be a session where we go through a few key questions that have been coming up when clients have been getting in touch with my agency, jumping on discovery calls with myself to explore lead generation, the possibility of our agency running Facebook ads, Google ads for them, and speaking to them about how we can help them implement things like CRM systems to essentially maximise the return on investment from their existing marketing strategy. There are a few common questions that keep coming up, and this is what I’m going to cover today. So what are the key differences between Facebook ads and Google ads? Which ones should I run if I want to get more implants through the door or all on four cases, same day teeth cases through the door? Should I be advertising on Google or Facebook if I want more Invisalign inquiries through the door and I want to mark it in a in a region that’s my local area and beyond. Is Facebook the best way to target that or is it Google ads? So so there’s a lot of questions around should I go Facebook? Should it go Google? Should it be both? And landing pages versus sending traffic to your website? Now, for those of you who are not sure what the difference is, a landing page is a highly targeted page that has usually has an offer on it, but the focus of that page is the treatment or the service that you’re advertising, nothing more, nothing less.

They can’t navigate to other pages, find out pricing structure and other treatments, can’t start looking at your awards pages, etcetera, etcetera. I’m going to talk about landing pages and structure conversion data tracking conversion. So a lot of agencies will send you reports typically at the end of the month or the following month for the month before. So there’s a few questions and topics I want to discuss here. First of all, how you should be monitoring your marketing and measuring it month to month. Should you actually be measuring it month to month? And what is a conversion and how should you track a conversion? And it means different things at different stages during the digital patient journey. The next topic I’m going to be covering is the concept of giving leads time to convert and long term nurture what you should be doing. And then finally, the topic of ROI and how you should or how you could go about calculating marketing return on investment should be should we be looking at this data at the end of every month to calculate the ROI for the month before? So we’re now in September. Should I now be looking at my data for August and seeing what the ROI on my August marketing spend was? Or is that the incorrect way of doing it? The fact that I’m asking this question will probably give the answer, but we’ll dive a little bit deeper.

Okay. And those are the key topics I’m going to be covering and maybe some other things will pop up whilst I’m talking. So Facebook ads versus Google ads, what the key difference is. So when a client asks me, should I be running Facebook ads or Google ads? And depending on which treatment or location or whatever. My answer to that question, as with most questions that clients ask me, unfortunately, is it depends. It depends on what your budget is. It depends on how quickly you want a scale. It depends on if you’ve got the infrastructure and the team to manage those inquiries. And it depends on if you’ve got a team and an infrastructure who can manage only high quality inquiries and I’ve only got the time and bandwidth for that. Or you’ve got a team who can filter through high volumes of inquiries and dig for the gold. Okay. So often when we’re speaking to potential clients about running ad campaigns for them, one of the key things that we want to learn about is the business, the structure, the infrastructure, who’s on your team, who’s following up inquiries, what their skill set is, what their level of resilience is, when they, you know, can they. Have they got the capacity to ring 50, 100, 200 leads or inquiries over a certain period of time and follow them up and chase them and text them and send them whatsapps And send them emails.

And calls and multiple calls at multiple times of the day. And once we get an insight into that, then I can answer the question and say, so should we should we be running Facebook or Google ads? On the whole, I can give you some general advice, and that would be that Facebook ads and Google ads vary in terms of the inquiry quality because of the intent of those two platforms. So nobody say nobody, but very few people jump on Facebook and say, do you know what? I’m going to find myself a dentist, I’m going to buy this item or I’m going to buy this product or I’m going to look for a chiropractor. I’ve just hurt my back. I need an osteopath or a chiropractor. What would you typically do if you put yourself in those shoes and you’ve just hurt your back? What would you do? You’d jump on Google, you’d look to find somebody local. You would read their Google reviews and you’d probably make a decision based on that. And that’s what most people are doing with a high level of intent with dentistry. But with Facebook and Instagram, you pop on that platform and you are inundated with smartly targeted ads. Yeah, I’m in the market for a small electric car as a little run around and I am getting targeted with ad after ad after ad for a wide range of different electric cars for different price points.

Used new people throwing technology at me. Et cetera. Et cetera. Right. Why? Because somehow the platforms figured out that I’m in the market for that. Whether I have searched for it on Google or whether I’ve done some social searches, whether I’ve seen some ads, whether I’ve been in a location near a garage where I went to look at an electric car and test drove them. Whatever it is, the systems figured it out and now they are serving me ads. But I don’t go on Facebook or Instagram looking for a new electric car. I go on there to see what my network have been up to, maybe watch some stories, perhaps some work related stuff. But my intention is not to buy because if I wanted to buy, I would jump straight on Google. And so when it comes to inquiries on Facebook, because the intent of me wanting to make that purchasing decision is low and the buying cycle can be so long, right? I could be very early on in that discovery phase of looking for a car. Your potential patient could be very early on in that discovery phase of thinking about Invisalign fixing their crooked teeth wherever they are in that journey. Many patients take 2 to 2 and a half years from the initial intent of thinking about it to actually going ahead and accepting a treatment plan.

And during that journey, patients will make inquiries. They’ll send emails, Hey, if an offer pops up on Facebook for an Invisalign open day, guess what? They might fill it out. They have no intention of attending, but they’re curious. They’ll want to. They’ll want to explore what’s what’s knocking about. They might even speak to you over the phone and not turn up ghost. You never respond to an email. Okay. And so the intent of Facebook ads, because of the nature of them, tends to deliver a higher volume and lower quality of inquiries for the same budget. So if you had a specific budget and you said to me, Look, Prav, I want to generate as many inquiries as possible for this treatment, and the quality of those inquiries is not a concern for me. I would go Facebook ads every single day. And when I say Facebook ads, I mean Facebook, Instagram, WhatsApp, all their ecosystem, right? And when we refer to them today as meta ads, now there are certain things with Facebook ads you can do to elevate the quality of the inquiries that come through. It’s not all bad. So if all you’re putting out there is book a free consultation, usually £75, we’ve got these offers, we’re offering free whitening, we’ve got these discounts. You are going to get those patients who are just looking for that.

However, you can put filters in there, such as what your price points are, what your USPS are. Perhaps you could even have in the advert finance options, you know, and things like filters, right? So on Facebook you can. Have these forms, or you can send them to a landing page and you can get intent for them from them. So you can make them fill out a form that says, Are you serious about Invisalign treatment? What do you know about it? Can you upload a photo of your smile? And if you were suitable for Invisalign, would you be interested in going ahead with treatment straight away in 30 days time? In 90 days time? Or are you just looking for information? Are you aware that the treatment costs for Invisalign vary from point price A to price B yes or no? Have you had any previous consultations? We offer finance for Invisalign treatment that starts from so much per month or you can pay upfront if you are suitable for Invisalign, which option would be best for you? So by asking more and more and more questions during that initial inquiry process, you filter out inquiries. So if you want high quality or Facebook, which is traditionally a high volume platform, ask more questions. The more questions you ask, the less inquiries you you will get, but the more information you’re collecting and the higher the quality of that inquiry will be.

So you can you can add various filters along the way. And that’s typically what we do. If a client says to me, Look, I want to advertise on this platform, but I just want to drive quality through the door. We add various questions, barriers and filters to give us more information about that patient. Ideally, when we’re booking patients in for complimentary consultations in my own clinic, what do I want to do? I want to know some information about that patient before they earn the right to attend my complimentary consultation. I want to know what they know about that treatment. I want to understand how long they’ve been thinking about treatment and the why now. Okay. Patients don’t wake up in the morning, look in the mirror and think, Holy crap, where did those crooked teeth come from? They’ve been there a while, so understanding the why now is really important when we’re booking patients, understanding what they know about the treatment, what research they’ve done, understanding that they’ve got a clear understanding of the typical investments of Invisalign and what the costs would be, and for us to understand what their funding sources would be so we can talk about finance during that phone call. And then based on that, we can ask the patient, would that be something you’d be interested in or would you just be looking at paying up front, as many of our patients do, just by asking that simple question, We get an idea if this patient needs to borrow money or if they’re ready to go and they’ve got the cash in the bank.

So once we know all that information and we book the patient in, there’s another quality level filter at the phone call level. And whether we’re running Facebook ads or Google ads, it’s exactly the same conversation that we’re having on the phone now. When we compare Facebook ads to Google ads, we know the intent is different. A patient jumps on Google and they type in Invisalign near me, best implant surgeon in my area, best implant surgeon in Manchester. Cost of all and for. Dental implants in Manchester, right. They are putting specific keywords into Google. And then based on those keywords, when you’re running Google ad campaigns, you have the opportunity to show your ad to that person who is searching for a specific keyword or set of keywords in your area. So you can tag it based on radius as you can with Facebook and Google. Okay. But you can essentially say I want patients to type when they type in these specific keywords. I want my ad to show and when my ad shows, I want my ad to say a certain thing so it could have an offer in there, it could be a complimentary consultation. It could literally just have some copy in there that speaks to that keyword and asks that patient to discover more or book a consultation or book an assessment appointment, or talk about your five star reviews or your award winning services, whatever that may be.

But the intent is so much more because if I’ve hurt my back and I’m looking for an osteopath in Manchester. I’m looking for an osteopath in Manchester. There’s no there’s no misconceptions of why I’ve typed that search in. It’s not like I’ve jumped on Facebook to see what my mates are up to. So when you get somebody who fills out an enquiry form from Google ads, on the whole, the intent is different, so the quality of the enquiry is higher. We can still add even more filter questions in to elevate the quality of those inquiries. But on the whole, with Google ads, you don’t really need to do that because the intent is there. So hopefully now you’ve got a clear understanding. Facebook versus Google. And the question is which one should I do? Often the answer is it depends. The performance and the success of a Invisalign campaign in Manchester versus Liverpool versus Winchester versus Birmingham versus Solihull. Even if you run the same campaign with the same creative, with similar targeting will be wildly different. So often agencies like myself and lots of other agencies out there will have to do a degree of testing in the early days. The performance and the success of those campaigns will be highly dependent on the local competition, what they’re offering.

Your budget that you’re going to need to put in is going to be based on what is the local competition doing? How many competitors are there? Who else is bidding on the same keywords as you? What offers do they have in place? If they’re offering free consultations and you’re not, you’re going to have to spend a lot more to generate the same number of inquiries. And whereas, if you know you’re both offering free consultations, then the offers are on the table. Ten patients inquire in. They both see. They all see an ad. One offers a free consult. The other one doesn’t. The one that’s offering the free consult is going to get more inquiries. Therefore, if you’re not, the cost per inquiry will be a lot higher. Okay, So in that sense, you know, in terms of which one should I do? Often we have the conversation. What’s your budget? What are you looking to achieve? And we will either start depending on what the budget is, both platforms or one within 30 to 45 days, you’ve got enough data to figure out is this working or not? What type of conversations are we having with these patients? Should we pause our Facebook ads and and put the rest of the budget into Google because we tend to be booking more of those patients? Or should we take the budget from Google and put it into Facebook or are both working really, really well and we just need to tweak things and put some filters in place.

Who knows? Every single practice is different and having this continual feedback loop is really, really important when it comes to the different campaigns that you’re running and the platforms that you’re running those campaigns on. On the whole, what do I get asked for? Same from every practice. I want more implant leads. I want more people who want teeth straightening and bonding. And then some practices will be looking for general dentistry. So patients who want general private dentistry, we do run some campaigns and then there’s some campaigns that we run for some clients that are a little bit different, and we tend to get more success from them because there’s less competition, right? So incredibly nervous patients who are looking for sedation treatment, for example, not many practices competing for that. So the quality of those inquiries tend to be a bit higher. The intent is high. The competition and the choice is low. And so when you speak to these patients, especially the nervous patients, there’s rarely a conversation around price. The conversation mainly revolves around can you meet their needs? Can you help them with their anxieties and can you fix their mouth without judgement and embarrassment from their point of view? So we do really, really well on these types of campaigns. Invisalign open days are all the rage.

Every Tom, Dick and Harry is running them. So if you’re considering running them, just be aware there’s one every week in every area and everyone’s got a different offer, right? So you might say, Hey, I’m running an Invisalign open day and we’re doing a £500 discount. We’re offering free whitening worth 500 and we’re offering complimentary retainers worth 300. And then the practice down the road is offering complimentary retainers worth 450. And instead of offering standard whitening, they’re offering enlightened whitening. And what happens? The general market gets confused because now they don’t know whether your offer is better than theirs. It’s very difficult for them to compare apples for apples. So what does the consumer do? They attend 3 to 4 open days. They then make their mind up. Sometimes they forget what happened at the previous open day. Yeah. And so sometimes you’ve got to ask yourself the question, does it make sense to follow the crowd? Does it make sense to have an open day or do we do something slightly different? And these are all the types of questions you should be having with yourselves internally, your reception team, your tcos, but also with your marketing agency. If you employ one to come up with some ideas and strategies that perhaps are slightly different from the from the classic open day structure, that yes, it does work. Yes, it can be successful. But bear in mind a lot of these patients may be a little bit more difficult to convert, and I’ve just explained the reasons why.

So one of the questions that get asked a lot revolves around the concept of landing pages versus your website. So imagine you’ve got a website and you’ve got an Invisalign page on there and someone goes to that page, but there’s a menu at the top. There’s various items that they can navigate to, such as Look at your fees page, go to your veneers page, go and have a look at your emergency dentistry page. Read the profiles of one of the dentists. Oh, click on an Instagram link and go off to view your Instagram profile. And that patient who’d originally thought about Invisalign has now been all over your website, has learned about you, has gone to the team page, has learned about your values, has watched some video testimonials. But there is a lot of opportunity for them to get lost. The difference between a web page and your website that just has an Invisalign information on there and gives them access to everything else. And a landing page is a landing page, locks that patient in to that treatment or that service and doesn’t allow that user web browser or patient to navigate anywhere else. So what does that mean? Well, if I’m running an ad campaign and somebody has searched for Invisalign or somebody has searched for dental implants, I want to lock them in to that treatment.

I want to present them with all the information they would possibly need on that landing page to make a decision to hand over their name, email address and phone number, and perhaps some more questions that I may ask them, or pick up the phone and speak to one of my team. I don’t want to give them the opportunity to start looking at other bits of information. Learn about root canal, emergency dentistry, read our reviews page because the conversion rate, when you send someone to your website versus the landing page is like night and day. So we find that landing pages convert better. And so what’s really important is the makeup of that landing page. So when someone clicks on an ad and let’s just let’s just stick with Invisalign is one of the most popular or teeth straightening campaigns that we run. And when they land on that landing page, what’s the first thing that they see? Well, it needs to mention that you offer Invisalign. Perhaps it would be a before and after of one of your patients a video. Perhaps it will mention an offer and that you can claim a complimentary consultation. Your phone number needs to be highly visible. Ideally, you’ll be using a unique tracking number so you can know which campaign made your phone ring and you could listen to those calls later to analyse the quality of those calls.

But then a call to action with a contact form on there to hand over the patients or to attract the patients details. Right. And maybe some more filter questions to elevate the quality, as we discussed earlier, what else should be on that landing page? Social proof Google reviews that relate to that treatment in question. So 5 or 6 half a dozen Google reviews that you’ve pulled from Google that mention Invisalign, 2 to 3 video testimonials of your existing patients who’ve had that treatment, perhaps some information about Invisalign and what it is, maybe some usp’s about you. Are you one of these so-called apex providers? Have you won some awards? Who’s going to be the clinician carrying out the treatment? Maybe some information about them, some photography, perhaps a little bit of information about the process, What will happen at the consultation? What are the next steps? Is there an offer that they can claim? Is it limited everything that they could possibly want to know about that treatment, the usp’s of that treatment in your practice and how that works in your practice? Everything should be on that page. They shouldn’t be able to navigate to your website. I would argue they shouldn’t be able to navigate to your social media because the sole purpose of that landing page is to collect their data. Once you’ve submitted that data in, that contact form picks up the phone, you can send them to what’s called a thank you page, invite them to view your Instagram.

You could then send them a link to go and view your website because they’ve already converted at this point. But don’t give them the opportunity to go elsewhere. I mean, one of the things we often get asked for is, hey, can we just put our software of excellence or our dentally online booking link on our landing page? Often advise against this. And the reason being is neither of those platforms offer the opportunity for the ad platform to be able to track that booking. Now, this is really important because the ad platform optimises and works based on conversions. So if someone picks up the phone and calls or someone fills out a contact form on that landing page, we can pass that data back to Google or back to Facebook to tell them, Hey, this person converted. Use your eye now to find me more of these people that converted. And that’s how your campaigns optimise. Now, if that data can’t be passed back, for example, it’s an online booking or if they’ve, you know, filled out a form somewhere else where we can’t pass that data back then, your campaigns can’t optimise as well. There are little tricks we can use based on link clicks and if somebody clicks an online booking link or button, we can send that data back. But that doesn’t necessarily mean just because they clicked the link they booked.

And so if I’m going to put an online booking link anywhere on a landing page, it will be after they’ve submitted the initial information and then I’ll give them an opportunity. Why not book your complimentary consultation straight away and book into our diary using this link to avoid any delays or whatever. Right. Claim your offer straight away and they can do that. You can send them to the website, you can send them to social media. The argument of landing pages versus website. We have tested thousands and thousands of campaigns, hundreds of thousands of pounds of budget split testing. Is it worth going website versus landing? Page In my personal experience, landing pages win every single time. So if you are sending Facebook and Google ad traffic to your website, think again and perhaps give it a try to get some targeted landing pages built and test it and see how the conversion changes. But make sure when you build a landing page or you instruct a company to do this for you, that includes the key elements of what should be in a landing page. So I’m just going to reiterate that again on the landing page. What’s really important right at the top, clear call to action phone number button to fill out a form, your contact, your location rights, your address so they know where they know where you are. Okay.

The offer that’s at the top and perhaps some social proof wires, some information about the steps that happens next. What happens at the consultation, some information about the treatment, maybe some FAQs, some information about the clinicians involved. If you’ve got won any awards, if there’s anything unique about your practice, make sure that’s on the landing page. If you’ve got some before and afters of patients that have had that specific treatment, pick your best ones. Put it on that landing page. If you’ve got any Google reviews of those patients who’ve had that treatment, put them on that landing page. If you’ve got video testimonies of patients that have had that treatment, same again. So that landing page is all encompassing and that patient should have no reason to look elsewhere for that information. And so that answers that question. And the next question that we often talk about is conversions. What is the conversion and what does it mean? Depends at what stage that patient is in the marketing funnel, I would say so no matter what platform you’re on, let’s say it’s Facebook or Google and the patient fills out a contact form or the patient picks up the phone. As a marketing agency, we would consider that a conversion. So a conversion, as I would define it, is a patient who has responded to some marketing that has handed over their contact details sufficient enough for if you wanted to, you could have a conversation with them with a view to booking an appointment.

So you’ve got the name, email, phone number, you’ve got a bit of information about that particular patient and you can contact them to book an appointment or it generates a conversation, a phone call, which is long enough for you to have that conversation with them. So in the platforms, typically what we do is when someone fills out a contact form, we class that as a conversion. When somebody has a phone call with a team member, that’s over 45 seconds. Since we classed that as a conversion, some agencies may class a phone call as two seconds as a conversion. Some agencies may say that actually we class a conversion as name, email and phone number, the minimum amount of information we need to be able to contact them. We may say, okay, we need a little bit more information and every clinic is different, right? So that’s conversion number one, what happens at inquiry stage. But once we’ve got from inquiry to the next step of the journey, what’s what’s a conversion then? Well, the conversion is a consultation, right? So that takes your number of inquiries. So let’s say you’ve had 100 inquiries, okay? And to generate those 100 inquiries, you needed to generate 1000 landing page views. Okay. So your conversion rate from landing page views to inquiries sits at around 10%. Now you’ve got 100 inquiries. Your next conversion that you’re looking at is bookings.

So what’s the conversion rate from inquiry to booking? Now, let’s say of those 100 patients, ten patients decided to book a consultation. Well then your conversion rate from inquiry to booking now sits at 10% as well. Right. If it was if it was five, it’d be sitting at 5%. And then from there, the next level of conversion is those patients who’ve had a consultation and then decide to put some money down and proceed with treatment or book the treatment. Right. And that’s the next stage of conversion. Most practices I deal with track each stage of the conversion so they will track media, spend two inquiries. So then they have a cost per conversion or a cost per inquiry. They will then track those inquiries, conversions of them to consults, and then they will then track consults to proceeding with treatment. Dentists, practice owners, associates will ask me, what is a good conversion rate? What is the industry standard? What’s typical? Answer the question. It depends. How good are your team at picking up the phone and converting those patients? What’s their level of emotional intelligence like? How much time do they have to follow up these patients, to chase these patients, to have conversations with them, to convert these patients? How good are your team who are doing consultations, whether they’re Tcos or dentists? What’s their conversion rate like? What’s the filtering process like before they get to consultation? The more information you’ve got and the more qualified those leads are, the higher the clinician’s consultation rate is going to be.

So it’s a highly variable process with so many steps in it. There is no industry standard, in my opinion. It’s different for every practice, but the beauty is we can tweak every single stage to get the perfect digital patient journey for your specific practice and the resources you have in that practice. What I am a big believer in though, is how you should be looking at that data. So I believe it’s incorrect to look at the data from the previous month and draw conclusions based on that. Why? Let’s say we’re looking at the month of August and we’re sat in September as I’m recording this is the 4th of September today, and I’m analysing my data for August. And in August we had 100 inquiries and three of those patients have gone ahead with treatment. So that sounds abysmal. And let’s say we spent two grand on marketing, right? That sounds absolutely abysmal in terms of cost per conversion. All the rest of it. What’s gone on? Well, the first thing we need to think about is have we given those patients long enough to convert? What’s if some of those inquiries came in on the last four days of August, have we really given them enough time so that we can follow them up, chase them, have conversations, book them in for a consultation, then have a consultation and convert.

Absolutely not. Have we given every, you know, the typical buying cycle? What does that look like when you’re inquiries that were poking around on Facebook? Their intent may have been so low that they’re going to go ahead with Invisalign treatment in three months time no matter what. They’ll go ahead with treatment, but not this month. And so looking at that data in that isolated 30 day window, in my opinion, most practices do it and that’s how they analyse their conversions is incorrect. Because you’re not getting a true measure of your return on investment and you’re not getting a true measure of the performance of your team. Just because we had, you know, your let’s say your dentist did ten consultations and only converted one, and they’ve got a 10% conversion rate. But this ten treatment plans that went out and four of those treatment plans accepted treatment. Four, five and six months later. Now, what’s their conversion rate because we were only analysing the month before. So in my practice and the practice of clients that I work with, I try and educate them to look at their conversion data three, six, nine and 12 months later. And it is surprising what that looks like. So let me give you an example. If we were to look at August’s data today, maybe the conversion rate from inquiry to console and console to going ahead would be underwhelming.

Let’s say out of 100 inquiries, ten booked a consultation and two went ahead with treatment. Now let’s look at those 100 inquiries. In six months time, the data will be completely different because those 100 inquiries will have had six months to convert. And if your follow up team is using a robust CRM system, is following up those patients over six months and not stopping after two weeks, which is what the majority of practices do, then you will convert more of those to consoles. They just won’t convert in that first month. So some patients that inquire in August might have their consultation in October or November, and those patients who had that consultation in October or November may go ahead with treatment the following January. But the conversion rate for those 100 inquiries in August must be attributed with the data that follows through in three, six, nine and 12 months time. And if you are looking at your data month to month, all I would encourage you to do is go back and look at your data from six, nine, 12 months ago and see what happened to those patients. And you will be shocked. You’ll be surprised because your conversion rate at every stage in that journey will be a lot higher than the report you produced for that specific month. A month later, and this is probably one of the first things that I’ll educate my practices that I work with straight away is how to know what your ROI is on your marketing or just in terms of how to know what your true conversion rates are.

It’s to actually look at that data. Yes, look at it the month after. Look at that same data in three months, six months, nine months and 12 months. Now, doing that manually becomes an incredibly laborious task to do and incredibly manual if you use a CRM system to manage that process, for you to automate inquiries and to automate follow ups. So you’re consistently following up with those patients for that period of time, the reporting dashboard will be able to work that out for you. Press a button and it will tell you what happened in that month six months ago. Okay. It’ll tell you what will happen. Well, after the time is gone. What happened? Nine, 12 months ago? Just by the click of a button and the little filter, looking at the dates for my clients, obviously naturally biased. We use a platform called Lead Flow and it works incredibly well to be able to feed that data. Back to you. On what was your return on investment? What was your feedback in terms of, Okay, we spent in that month, we spent a month, we spent £3,000 on Google ads and a month later it only generated two grand. So what would your data tell you? You’ve made a negative ROI.

You have lost £1,000. You put you put three grand in and you’ve got two grand back out of the machine. But six months later, you got 35 grand out because you go back, you look at the data in the CRM system and it actually tells you, hold on a minute, all these patients now converted a few months later and went ahead with treatment. So looking back at that data is super, super important. I think that pretty much covers what I’ve got to cover today in terms of the marketing lessons. And these are the key questions that are coming up time and time again with my clients. Just leaves me to say that, you know, what can you do? What are the action points from from this podcast? Number one, if you’re running Google or Facebook ads, both one or the other, just think about testing and think about quality. If in your marketing campaigns, quality of inquiries is an issue, start thinking about putting some filters in place that can elevate the level of quality. Just some questions that create some friction in that journey so you get less inquiries, but higher quality. Think if you are driving traffic just to web pages, think about implementing and executing some landing pages. Make sure you’ve got a clear idea of understanding what conversion data is and when your agency sends you data or information that, Hey, we’re converting at this rate, what does that actually mean? And then when you’re looking at your conversions for a particular month, look at that data a month later, three months later, six, nine and 12.

And to calculate the ROI, if you wanted a hand with that, utilise an intelligent CRM system, customer relationship management system that will do all the heavy lifting for you and make sure that any inquiry that inquires today you are following them up for a minimum of two years. Sounds crazy. And many clients that I speak to when I ask them, What’s your follow up process? We’ll call them. We’ll text them how many times? Two times. Three times, Four times. And then they ask the question, When do you give up? The really good practice is never give up, right? Because not now to me is maybe later in my practices and in practices of clients that I work with that utilise some kind of automated system to follow up with patients and encourage their team to follow up with patients at various intervals. We’ll consistently be chasing their inquiries for a period of up to two years and patients fall out of the woodwork. And if you still surprised at what Crikey, I’m not going to follow up these patients for two years. Ask yourself this question. Have you ever had a consultation with a patient? Where six months later, 12 months later, maybe 18 months later, they popped up out of the woodwork, just out of nowhere, and said, Do you know what, Prav? I’m ready to go ahead with treatment now.

And you’re like, Crikey, I’d forgot about that patient. I had a consultation with him two years ago. Six months ago? 18 months ago. And if that rings true. Then surely you should be following up those patients for that period of time to increase the odds and the probability of those patients proceeding with treatment? Look, guys, if you’ve got any other questions in and around marketing, tracking, marketing, conversion rates and how to elevate them within your practice or your own practices and your processes, feel free to send some questions in and I’ll cover them on another podcast. I am also running various courses throughout this year and you can find the majority of the courses that I run with the Academy. So if you just go to their website, there’s various sort of courses that I’m running, some on courses, courses on how to convert on the phone. And then next year, early next year, I’m doing a masterclass, a consultation masterclass, where I’m sort of working with a very small group of clinicians on how to elevate your case presentation and acceptance rates. Other than that, just leaves me to say thank you for your time and attention and hope you got some value out of today. And if you did, please do consider leaving us a review.

This is Dental Leaders the podcast where you get to go one on one with emerging leaders in dentistry. Your hosts. Payman, Langroudi and Prav. Solanki.

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