Hey Docs!

The Do's and Dont's of Internet Marketing. Don't Miss Our Hey Docs! interview featuring Mary Kay Miller with Kaleidoscope.

Episode Summary

Are you a start-up orthodontist or a doctor that has just made an acquisition? In this episode, I talk to Mary Kay Miller from Kaleidoscope Marketing to discuss the do's and don'ts of setting up a good website, google my business, and the importance of google maps rankings.

Episode Transcription

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[Music]

0:15

i just want to say hello to everyone and thank you so much for attending my second heydocs webinar and tonight we

0:23

are going to be discussing the internet marketing challenge for startups and acquisitions now that doesn't mean that

0:30

we aren't going to be talking about challenges with existing practices as well but as you know hey docs is going to be

0:37

focused on uh really getting good information out to new doctors and new

0:42

team members so for those of you who don't know me my name is jill allen and i am an orthodontic consultant with over

0:50

30 years of experience in this industry i specialize in startup practices and

0:55

doctors and team members who've been in practice eight years or less my goal of this webinar and soon to be

1:02

podcast starting in the next session is to share with each of you inspirational

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stories on how my guests built their businesses and how their knowledge can help you as a newer business owner or

1:16

team member for this webinar which i'm super excited about we will be answering questions at

1:22

the end of the webinar so please be sure if you are thinking about them throw them into that chat box and we will

1:29

definitely make sure that we make time to get your questions answered and if for any reason it's something that mary

1:36

kay feels like she needs to get back with you that requires a little bit of a longer answer uh we'll be sure to take

1:42

your information and she will respond to you uh in an email so

1:47

it is my absolute pres pleasure to introduce to you mary kay miller who is

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one of my dear friends in the industry mary kay is the owner and ceo of

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kaleidoscope and previous owner of orthopedic internet marketing

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her company is a technology driven marketing company designed and built to market orthodontic practices with

2:11

industry specific quality service and one goal in mind

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that's growth mary kay specializes in practices looking to build a strong

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internet foundation based on google guidelines brand development and web

2:27

design aesthetics welcome mary kay

2:32

hi jill and again thank you very much for inviting me uh it's a great opportunity for me to share my knowledge

2:40

with the young orthodontists and doctors who are starting up in their practices and

2:48

i'm really excited to be here yeah i am too so i know i know your story because we are

2:56

dear friends and i've known you for many years now but one of my goals in doing hay docs is to

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really let my guests kind of talk about their journey in the orthodontic industry and

3:11

if you wouldn't mind just kind of sharing a little bit of how you got into this because i always think that's the

3:16

fun part and then from there you know kind of what took you to the business

3:21

that you're in now and the passion that you have you know just championed for us

3:26

over the years um when we when we think about um internet marketing and and websites

3:33

and all that other really good stuff that's out there so actually jill my story is rather

3:39

unique um i'm not going to give you years because i tell everyone i started

3:46

at the age of six but it is over 40 years experience in orthodontics and i actually started in a startup

3:53

practice which is why reason for my passion for

3:58

startups and acquisitions because i understand how tough it is when you know you open your door and you

4:05

know you're sitting there and you're trying to figure out how you're going to get new patients in the chairs

4:11

obviously it was years ago before the internet and the strategies were different but

4:17

through the years i helped build one of the largest practices in upstate new york when i

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left in 2006 to go off and start my own internet marketing company and that

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practice was recently acquisitioned by orthodontic partners

4:35

and was evaluated the largest practice in this private practice in the state of new york so

4:40

i understand all the challenges that every orthodontic has at one point we

4:46

had five locations i managed over 25 full-time staff i was

4:52

a treatment coordinator i was a certified dental assistant i cleaned toilets i vacuumed you know all the

4:59

usual uh duties that anyone that is running a practice encounters on a day-to-day

5:06

basis but my love was always marketing and computers and

5:12

i actually developed a practice management software system in the early 80s the same year that ortho 2 started

5:20

with a software developer from xerox and at that time everyone kept saying why would anyone ever need a computer in

5:26

an office you know i was like 10 years before my time and i decided well okay that wasn't

5:32

such a great idea right now and and now and now we're saying why would anybody need a chart in an office right no

5:40

totally flipped and and in the early 90s uh we were the

5:46

third practice in the united states that had a baby dolphin and we were taking photos of patients

5:53

and um we actually many few practices did it this way you

5:59

know on a side note chester wang who actually sold uh dolphin to henry shine he was the

6:07

tech rep that installed the system in our office it was rather funny um i ran into him in a meeting and i

6:13

said chester do you remember me he says oh yeah rochester new york he says god do i remember going there

6:22

you know it was interesting but we used it as a marketing tool we didn't use it as a digitizer you know um

6:29

what soon happened was moms would be calling and going are you the practice that gives the photo so i can go home

6:35

and explain to my husband why you need orthodontics so you know i always understood the

6:40

power of computerization and marketing built my first website for the practice in

6:46

1998 and we were doing online contests even though the kids at that time a lot of

6:52

families didn't have computers they go to the local library to play our contest because they love the idea of it

6:58

so my goal when i started orthopedic internet marketing in 2006 was to help doctors

7:07

uh navigate the internet and eventually i be was tagged the internet gestapo

7:13

both televox and sesame yeah they were not happy with me because you know i started educating the doctors

7:20

on seo and then the doctors are going them why don't you have any seo on my website

7:26

and eventually it became a standard process for them

7:31

but i felt it was important that doctors be educated on what they needed to do to market themselves online and i've

7:37

continued to do so with all the different strategies that are now with online

7:43

marketing today oh that is great i just i i just love

7:48

hearing that journey and you know as a former um employee in an orthodontic

7:54

office as you know i started in the sterilization um you know trenches well actually i

8:01

started in the lab assistant trenches didn't even get to make my way up to sterilization yet

8:07

so it's it's always fun to you know just kind of see you know where our past takes us to to our present and and you

8:13

know where we're at now and i also think it makes us more realistic on right when you're

8:20

trying to recommend products and services i know what they can do and what they

8:26

can't do you know a lot of things sound great on paper but let's face it you know do you have time to implement it in

8:31

a practice right right exactly okay so we've got a lot of information we're

8:37

going to just hop into and i know everybody is here to hear the goods so are you prepared to give us the goods

8:44

for the next 40 minutes or so yes i am all right you will take the challenge

8:50

all right so the first thing i want to talk about is you know i'm gonna call it our

8:55

internet marketing challenge so let's you know let let's really think about

9:00

this and um how do we as orthodontic practices as me as a

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consultant coaching as doctors and team members listenings how do we not get lost in the crowd and the first place i

9:14

want to start is i want to talk about google a little bit and tell tell me your thoughts on google because dog got

9:20

it it's driving the train right [Laughter] it is the king of the internet and it

9:26

doesn't care okay so the first thing any new business owner should understand

9:33

google doesn't care all right say that just say that one more time just say

9:38

that doesn't care okay it's a computer it's an algorithm and if your branded

9:46

name if your web foundation doesn't meet their algorithm

9:52

you will have a challenge all right now what if i've got a beautiful beautiful website

9:59

with all these gorgeous colors and pictures beautiful websites but google

10:04

can't watch a video it doesn't see a picture all it does is see the code underneath

10:12

the hood and oftentimes i've seen a maserati and i call it with a chevy engine

10:18

that you know they come in and i just paid ten thousand dollars for a website it doesn't rank and you know i always feel

10:26

bad when i say but under the hood isn't going to compete with the maseratis in your area and the only way

10:32

i can fix it is to rebuild it now i can make it similar to what you have but how you

10:38

build that website underneath the hood is what google reads all right you know you can have great

10:44

aesthetics with the website but your choice of vendor who understands the

10:49

orthodontic industry is completely different than a vendor

10:55

who's a jack of all trades and builds website for multiple industries

11:00

you want a vendor that specializes in local search that means they build websites for local

11:07

areas the website build and the seo for a local company versus a national or

11:13

international company are completely different and the designs are completely different

11:19

because google looks for different things in the coding for local than it does for national

11:25

and you also want it to be user-friendly you can have a beautiful website but if

11:32

it's not offering the information that moms want to see not what you want to tell them but what they want to know

11:39

you can tell by the times that they're on site whether or not the design is working that's where your google

11:45

analytics comes in got it so you know it is a strategy

11:50

and you can have a great looking website as long as you understand the dynamics

11:57

that's required to get you there got it got it perfect so let me ask are you going to show us some

12:02

examples of what you're talking about because i know i'm a visual person so are you going to be able to help me out

12:08

with that a little bit yes and i thought what i'd start off with is um what i

12:13

feel are some of the most important parts of an uh good internet marketing foundation perfect and the advantage

12:21

that a startup and an acquisition has over an existing practice

12:26

is that you can build a foundation that is google friendly many of the established

12:31

practices that are out there today they built those foundations before the

12:36

internet was a factor in their marketing and it's very difficult for them to change it now if you are acquiring a practice like

12:44

this you are purchasing all this great wealth of history and you want to transfer that

12:50

history to your new business name and take advantage of that so that you can rank

12:56

real well and if it's already a practice that ranks well you want to maintain it you don't want it to slip because you

13:03

didn't follow the steps that google requires when transitioning a practice so i'm going to take control of the

13:10

screen here and i'm going to show some examples okay of what i mean and i'm going to start off with some

13:17

business names now i understand that many

13:23

uh young owners want to use their last name as their business

13:28

i get it what i'd like you to consider are the ramifications if you make that

13:34

type of choice versus a choice that is more google friendly and google normally prefers

13:41

practices one thing i must mention is

13:46

the name orthodontics should always be in your business name because that

13:52

guides google into your business already knowing what your category is if you name your practice for example

13:59

like happy smiles that doesn't correlate to you being an orthodontist

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so those practices that do have orthodontics in their business name will always supersede you

14:11

in the area now can i ask a quick question on that

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so give us a little bit of hope here for some of us that can't change our names that are you know

14:23

aren't able to do that will you talk about some workarounds or some things to help us that maybe not at this moment so

14:31

i don't want anyone to lose hope that if you can't change your name or that isn't the name that you came up with that that

14:37

that it that we're doomed yes okay so there are options for all that okay that's in your choice of domain

14:43

name okay all righty okay and there's always a workaround that's what i want to hear everyone

14:49

there's always a work around and you know i'll have doctors say i can't find the domain name and i go okay what are

14:55

the circumstances and i'll come up with one in less than a minute perfect all right sorry sorry i didn't mean to

15:00

derail you i just didn't want anyone to lose hope yeah no no there's some reason all that okay

15:07

if you have not finalized that name and even if you have

15:12

um set up a corporation in any state in the country you always can file for a dba

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or which for anybody who may be new that's a doing business as or an alias correct

15:27

you always can change it if you decide oh i this is new information to me and based on that information i want to make

15:33

a different choice you are not locked in until you set up your google business once you

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set up your google business account and you've announced yourself on the internet it's very difficult to change your name okay it isn't impossible and

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we do it all all the time with an acquisition but google does not adjust well to name

15:54

changes all right good to know so i'm going to use this example

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and i just pulled up i opted to go to a major city

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i have clients all over the country and in major cities and in a major city it's

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much more competitive and the keyword branding is

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more important than in suburban or rural areas where you don't have a lot of competition

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and those areas it doesn't really matter you can do anything because if that website is built right with the seo

16:30

under the hood and your branding is done correctly you just automatically the goal would be is

16:36

that you would be in the top three some areas as you go out more rural there's only one on the map or two in

16:43

the map but i find that practices and i'm going to show you some examples of one that have only gone live in two

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weeks and how much things can change in just two weeks i can't wait so it's but

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this one particular here i'm going with houston and you'll notice that in the top three here you got

17:00

houston orthodontics specialist raider houston orthodontics and this one is davoodian hubliski orthodontics and

17:08

actually houston is part of the name here the reason that i wanted to show you this is

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this practice they actually own these two practices

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and they've kept the names separate i kept the name separates they are my

17:25

clients and i did it so that i could maintain them in high up in the maps but they want to go under one umbrella

17:32

as greater houston orthodontics and the goal is and we will be moving forward with that but google if you have

17:39

multiple locations normally does not um put two business names in the top three

17:48

so there's strategies that you can work around with this because there's a lot of smaller practices now that are buying

17:55

practices and they have these little mini dsos you know they may have five or six locations and there's ways that we

18:01

can strategize it but keep in mind you'll notice here that the top ones in

18:07

the area all have houston in the name and they all have orthodontics in the name you don't see anything with braces

18:13

you don't see anything with smiles and as you go down here into organic

18:18

you'll see that this is greater houston orthodontics.com houstonortho.com

18:24

those domain names that have houston in it google can immediately zoom in on the

18:29

location and the algorithm today is all about geo targeting meaning google knows exactly

18:37

where someone is sitting when they're googling for an orthodontics and it's going to geo target in that area in

18:44

major metro areas the radius is smaller than a suburban or a rural area

18:49

the days of being able to be found in multiple suburbs is gone it's not an

18:56

option yeah i know doctors who say well you know i i'm on a border here and the name of my

19:03

town is whatever and you want to be three miles down the road into the other town but

19:09

google is not going to put you there it's going to put the orthodontist in that town there so what we want to do is strategize how

19:16

we can work around that got it i'm just going to mention quickly because the limit of time and the best

19:22

way to do that is with ads right using organic free

19:29

areas with seo it is not possible with the way that algorithm is written today

19:34

and i just want to just in case anybody's new doesn't know seo means search engine optimization that's yeah

19:40

that's why that's that's okay that's okay that's that's that's my job so search engine

19:47

optimization our goal is always to have really good ranking and organic searches

19:52

so if we're not paying for it we hope that we've got that search engine optimization with keywords that's

19:58

bringing our website up to the top organically or just naturally and i would say

20:03

mary kay tell me if i'm wrong but we're really looking especially as new practices um

20:10

or anybody in particular but we want to be on that first page organically that's that's you know as much as we can we

20:15

want to have that be our goal correct but our main goal because the search habits for compute consumers have

20:22

changed within the last couple of years especially with covid your goal is to be the top three in the maps and and

20:28

everyone hear that maps maps are the driver right now we want to be organic but maps are the driver right now and

20:35

that is a change what what would you say i would say that change has been in the last 18 to 24 months yep okay so

20:43

statistics and reports are showing and the other thing too you'll notice here now this is a major metro area if you're

20:50

a transitioning practice and you have a lot of reviews

20:55

cool this is tough for a startup because you're competing with practices that have hundreds of reviews and a big piece

21:03

of this map algorithm is the reviews and branding of the business name

21:08

and can i stop you for one second right there so anybody who's a startup or has

21:14

worked with me you have heard me say this to you over and over again we need a minimum of three reviews a month as

21:21

we're getting going minimum that's why i push that so much um if you're not a client of mine and you're just here

21:27

listening just hear that because what mary kay is talking about is if we don't have those reviews if you're a year in

21:34

and only have four reviews five reviews six reviews you're never going to be able to compete with those who have a

21:41

hundred reviews and that's my goal for you is always to get those reviews in to have you move up sorry mary kay i just

21:48

needed to hope to that and i think that it's important that they understand

21:53

10 is bare minimum minimum because if you have less than 10 reviews

22:02

and you have one bad review this algorithm is built on 10.

22:07

so if you have nine reviews and you get a one star review you're going to drop down to about a 4.7

22:13

now if you have a hundred reviews and you get a one star review you'll go to a 4.9 and you'll stay there

22:21

it won't it won't matter but 10 is the magic number and i always tell

22:26

um clients especially if you're coming out of school or you've worked somewhere else

22:33

get friends and family that you've worked but just get somebody to get on there write reviews just be

22:39

cognizant no more than three reviews a month spread them out if you bring in a

22:45

large number of reviews quickly and then you stop google questions at the algorithm they

22:50

think you're buying reviews and if they see you buying reviews or

22:56

they see you review gating and you know i want to keep moving with this you can

23:02

google review gating i have had practices that have had multiple they have one lost 60 reviews

23:08

because they were you know not following the guidelines for reviews so steady as you go like jill says three

23:16

and as you become larger one a week and then when you're large enough

23:22

that you can um logically use a review service i

23:28

recommend a review service that integrates with your practice management system so when the patients check out it

23:34

automatically sends the text message request but that's for you know that's going to be a while you

23:40

know you that's when you know if you have over you know 200 total patients and you can it makes

23:47

sense to pay a monthly fee for that type of service yep perfect all right sorry

23:52

sorry to take us down a little hole uh rabbit hole there but i thought that was important to to get to right so um

24:00

i also wanted to mention as ju jill had mentioned before you'll notice that this particular

24:06

practice um so is being brit orthodontics you'll notice that their domain name doesn't

24:11

even have orthodontics in it but it ranks quite high but this practice has done its due diligence over the years

24:19

um with um in this particular case a blogging service it's always bringing in new

24:25

content so as you're starting up the goal is to get a sound foundation built

24:31

your marketing is important your internal and external marketing is as important as your online marketing but

24:37

your online marketing is the umbrella that whether someone um you've been referred by friends and

24:44

family someone's going to google your name then you want to have a good web presence and i'll show you some examples of this

24:50

but you also want to maintain steady as you go over the years so that

24:56

once you build this good foundation you don't have to spend as much time and effort

25:02

and hopefully some of you have purchased a practice that has done this over the years and you want to change this

25:09

business name and maintain all of this ranking but it has to be done systematically based on the google

25:14

guidelines okay so i'm going to show an example here this is a new startup that has been

25:21

in practice for two months and you'll notice that when we google orthodontist south hill virginia which

25:29

is where she's located this is in a more rural area

25:34

this is what pops up with they correct google my business which is now called

25:40

google business profile setup now just because you set up your google

25:45

my business area this there is actually an entire marketing program which in here which is

25:53

search engine optimized and it also has a foundation setup where we notify

26:00

all the top aggregators and databases that control local search that this is a new business its doors are open

26:07

and it's viable and google has a trust score and if google is not seeing these mentions and

26:14

on all these top different areas it doesn't trust your practice like it would another practice

26:20

now for example the reason i chose this she only has two reviews and she came in here and here's another

26:28

practice in the area that she's now in the number one spot in their number two but you'll notice in

26:35

their google my business area here as we scroll down she has appointments

26:41

and if you have a practice management system that has an appointment calendar we like to link it in through the google

26:47

my business area now this isn't always viable like for example you can't link in ortho fi

26:55

and uh the dolphin appointment link doesn't work but the one on ortho two cloud nine gray finch they all work very

27:03

well through here so when you click on this a mom that's coming in she can immediately go in and

27:09

schedule an appointment directly which is huge moms are busy oftentimes they are on their lunch hours

27:17

or they're in the evening after the family goes to sleep and this is a great way for them to get

27:23

an appointment scheduled i'm not going to go into the practice that we recommend and i'm sure jill will

27:30

review with you there's got to be follow-up so you don't have a no-show but this is a great way for you to

27:38

give everyone the opportunity to schedule an appointment there and

27:44

as you scroll down here you'll see that there's actual advertising on here and when you click

27:50

on one of these it gives a brief overview of what the service is you do learn more it clicks

27:57

into the website now this drives traffic to the website it tells google that you are offering

28:05

good information and this practice has only been there let me excuse me let me bring this up a

28:11

couple months and she already has earned her um position

28:18

above the other practice okay so let's go on to uh the next one

28:23

here if you google hometown orthodontics and i had to put in virginia because i'm in new york state

28:29

you'll see this is what someone sees so if someone knows about you and you know that you know the practice name is

28:35

hometown orthodontics that's how a lot of people search so when they come in here you'll see the

28:40

website again you'll see the google my business area and many

28:46

consumers if they already know who you are and they're looking here and this is why if

28:51

she had 250 reviews it would be a lot more to her advantage than two reviews

28:57

but again she's a startup um this is why this is so powerful

29:02

because this map area shows up everywhere whether you're using a keyword whether you're using a doctor

29:08

name or whether you're using a practice name you want to get these reviews up and again they can go through all here

29:14

the reviews show up and it also links in the areas before they get to your competitors down here

29:20

which is at the bottom of every page so you want to keep them away from the

29:25

other competitor listings and the last example here

29:31

i have an orthodontist in american fork this website went live two weeks ago

29:40

this was an acquisition the practice that was purchased they never cleaned up their brand with the

29:48

previous orthodontist when it was bought so there was confusion with all this we

29:53

actually had to clean up three practice names and um you'll notice that they did opt to go

30:00

with american fork orthodontics and the town is american fork and they are already number one in the maps and they have 13

30:08

reviews now these reviews were reviews from the previous owners who were very

30:13

slack they didn't do much but we were able to merge all the three in for a total of 13.

30:20

so if you are acquiring a practice and you know there is a strategy

30:25

google will only allow you to merge a doctor's name and a practice name if there's one doctor if there's multiple

30:32

doctors it will not allow you to do this so with this strategy we actually did the merger before we made the

30:38

announcement of the new orthodontist so you know each situation we evaluate

30:44

differently and we offer different recommendations based on who you are where you are and what is

30:52

represented with that now if you look here this is the new doctor's name

30:59

the website's been up as i said two weeks it's already indexed his photo you'll notice the map area

31:06

isn't here yet because they're not trusting him yet with that business name but you'll notice that if they google

31:14

him his website is showing with his doctor page and what is interesting here

31:20

because we set up off his citations and a lot of his business names you'll

31:26

notice that he's already showing up for us news and health for dentists

31:31

and you know some of these doctor databases that were all part of his branding

31:36

you'll notice here this is the older previous orthodontist who did not want to take his listing down because he was

31:42

afraid that no one would find him and he's going to be there for another six months we will not be able to merge this so

31:49

this is going to be marked permanently closed when he leaves the practice in six months

31:55

but you'll notice that the website already is showing here in the number two spot below the aao

32:02

this doctor had taken his website down and said well he doesn't need this when

32:07

the practice was purchased all the history went down the drain so if you're going to purchase a

32:13

practice please write it in your sales agreement that all internet marketing including

32:20

domain names will be transferred to you at the cell of the practice it

32:26

it was one of the reasons why we had to be creative and how we were going to do all this because the domain was lost and

32:33

there was no way that we could recoup it and this i typed in american fork

32:40

orthodontics pc which was what they i normally do not recommend putting pc or

32:45

llp or whatever in a name but they wanted it put in there the website is not showing yet because

32:51

google hasn't completely indexed it when you put in the name but you'll look here and you'll see yelp yellow pages who do

32:58

you waze waze is a citation site that you want to get your business so if someone's on

33:04

mobile they can find it this yablywellness.com all of this was part

33:10

of the foundation setup that we set up as part of the google my business setup

33:15

so it isn't just telling google that you want to start your business i mean that takes two

33:21

minutes that's easy it's all the other pieces that make this flow so well and that's

33:26

why it's so important to your foundation and mary mary kay i just want to

33:31

i just want to hold on that thought for a minute because i you know even even two years ago i don't think there

33:38

was as much importance on the google business page as as there is now and i think that this is something you know if

33:45

i could just you know talk to each of you if you're new business owners if you are doing these acquisitions that

33:52

you know it's bigger than just purchasing the practice or doing the startup we really want to make sure that

33:58

we're doing this right from setting up the google business page to my maps to

34:03

you know all of these different things really do play in because we know that just marketing and

34:10

trying to get referrals in from dental offices is not the key to us growing our businesses it really is being in front

34:18

of you know i say direct to consumer we have to be in front of everybody who is using their phones and their computers

34:25

and their ipads or you know whatever it is um you know to to find you as as the

34:31

orthodontist and you as the orthodontic practice out there so thank you for going into that because i think that

34:36

that is just key key information that we need to know um especially if we're doing newer

34:43

practices and even if you're existing and you're like i just need to kick it in gear and

34:48

get going um you probably need to start with your google business page and you know how old your website is

34:55

exactly and and it's amazing the number of practices that we do in a value a complementary

35:01

evaluation and their brand is all screwed up like oh have you bought a practice in the last

35:07

10 years yeah did you ever notify the internet that you bought it no

35:14

well you know here we go google doesn't care follow the rules notify them or it's gonna it's gonna be a problem

35:21

but there's a protocol to follow and there's a sequence it's because google's a search engine google references state

35:28

corporate records it references the top databases that control local search and

35:34

if you're not in those databases and you flip your name on google you could lose a top map ranking with a acquisition if

35:40

you're not careful and you don't do it correctly and i've seen it happen over and over again

35:46

the doctors will say well i was there before well doctor the algorithm has changed and google has changed and if you're not

35:53

if you didn't notify them correctly you're going lose yeah so it's important

35:59

for every practice to test and make sure that everything is uh going well here now jill i noticed

36:07

that you know you gave me a timeline here so where do you want me to hop to next that you feel is the most important

36:13

you know i think i want to talk just a little bit about um

36:20

if if we've got you know i would say we probably got another 10 minutes or so i don't know what you can fit in but two topics that

36:27

i was hoping that we could get through is we could kind of talk a little bit about uh the pros and cons of online

36:32

advertising because i think that as new business owners as doctors that are

36:40

you know maybe just thinking i'm gonna not just wade my you know dip my toes in but i'm gonna i'm gonna go in um can can

36:47

you talk a little bit about that for us and only if we have time i wanna finish

36:52

up with um maybe some important little tips for a new website but i think you've done a really good job at kind of

36:58

touching on a lot of that already so do you mind spending about another 10 minutes or so and just kind of talking

37:03

about online advertising and some of that yes no online advertising for a

37:09

startup and even for an acquisition uh getting people to understand that there

37:14

is a new business owner and the name has changed uh the best way to get the word out there

37:20

um if you're not in the top three in the maps

37:26

and in the one or two spot organic is ads and if you need if you're the type of

37:32

practice that wants to go in surrounding areas and ex and expand your radius the

37:38

only way to do it is with an ad those are the positive things about an

37:43

ad and an ad gives you the opportunity to

37:50

um you know the more established practices they aren't necessarily offering any

37:56

type of incentives um depending upon your area is whether or not you even have to offer like 500

38:04

off invisalign or whatever you want to do it isn't always necessary we normally

38:09

evaluate that by the area or what you know where you are in in the practice

38:15

but the most important thing that i think we should understand about ads today is that google ads are performing much

38:22

better today than facebook and instagram and the reason being is

38:28

especially during covid and all the problems that facebook is having

38:33

they actually have been raising the um ad spend

38:38

and they also um because of the new ability with um

38:44

apple phones with iphones where you actually can turn off on the phone you know you don't want to see the ads

38:52

this new feature is um causing a lot of problems for facebook advertising

38:59

and um the other thing with facebook advertising it's like throwing spaghetti

39:04

on a wall so you know you have a um program where you're you know you're

39:12

targeting moms of a in in a certain area and a certain

39:17

um age group and a certain um income level

39:23

but they may not necessarily be interested in the orthodontist at the time so it's great to brand your

39:29

practice so that people start recognizing your name because they're seeing your ads all

39:34

over the place but we aren't seeing it respond as well for putting actual butts in the chair so we

39:41

so with a google ad it is actually a targeted program because in order for

39:47

an ad to be found they have to actually put in the keyword for the orthodontist

39:53

so you know it would say um orthodontist near me and then an ad would pop up because you know you have created that

40:01

ad so it shows in that particular area or invisalign or however you want to

40:07

whatever keywords are decided and there's you know multiple keywords that you can use with different formulas

40:14

and then the way we actually do it is we have a separate landing page and the reason that we have this landing

40:20

page is many practices they have no way to determine return on

40:25

investment and these programs that work well and actually

40:31

do put patients in the chairs the management fees are higher than if you can do it yourself like often you can

40:37

say well you know google will give me a 200 ad spend and i'm going to go in there and i'm going to do this

40:43

but you know there's a a strategy behind all of this and you know we actually want to be able

40:50

to say okay susie jones filled out a form we know her email

40:56

address is this her phone number is this and we contacted her we saw her on such

41:02

and such a date and she started and that was worth five hundred dollars

41:07

so you know that if you spent two thousand dollars on your ad spend for the month not only have you

41:14

um gain that investment back any other new patient that comes in the rest of the month is gravy

41:20

if you don't have a program set up that allows you to do this it's like throwing spaghetti on a wall because reading a

41:27

report about the number of impressions and the number of clicks means nothing

41:32

unless you know they started got it and um

41:37

it's it's important with the ads that you have a strategic um program set up now we have found that

41:45

some areas of the country do not work as well with ads the largest one being the northeast

41:54

maine new hampshire areas of vermont and around certain

42:00

major metro areas and lower income level areas you know the ads just don't work in

42:06

there and you're not seeing a good return on investment normally what we do is we like a minimum of three months to

42:13

run the ads to determine what's going on in the areas and if we find that it's not working

42:19

you know say well we tried but you don't know till you try i mean one of our

42:25

it's amazing one of our biggest areas where the client is just killing it is

42:30

kansas city missouri now who would have thought that right you know even more so than some of the major metro areas so

42:37

you never know you also never know if they're going to call the office we have a click to call

42:43

or if they're going to fill out a form got it in some areas of the country they're all filling out forms other

42:49

areas they're all calling in and others are half and half each demographic is different

42:55

and you don't know it until you test it yep but i do recommend ads for startups

43:02

unless or you know even for an acquisition to get the word out with the with the

43:08

change because you will see a little bit of a slow down usually

43:13

with an acquisition because you know they're trying to figure the new owner out and

43:19

you know you may see a little bit of a slip but you know and this will help do this

43:24

you know obviously an acquisition is um easier to promote online than

43:31

a startup but both of them are very doable yep so i'm gonna i'm gonna ask a

43:37

question here and i know that you are and you own a marketing company but

43:42

i know a lot of times my startups my acquisitions they just don't have a

43:47

budget uh to do you know 20 30 000 a year in marketing

43:54

so if you could give me and and our listeners a tip like three

44:00

little tips if they are doing it themselves or if they you know you know if they have to work

44:05

on a shoestring budget can you give us three tips on what you would suggest if

44:11

they just maybe aren't there yet or can't afford yet to get a marketing company in

44:17

[Music] first thing and most important is do not scrimp on your website

44:25

okay please no brother in laws [Laughter] hey my best friend's got a friend

44:32

type thing because how that foundation is built will follow you for the rest of your career if it's not done correctly

44:39

okay and it all has to do with the navigation and the urls and how all those individual pages are set up got it

44:46

and i understand that everyone likes the clean simple look of

44:51

a website and people don't read it

44:57

in the right google reads it that's the only way google can index

45:02

your website it has to have content on it yes it needs content on the page

45:07

no but minimalistic no words no keywords if you do that

45:12

it's not gonna rank got it the other thing is this full service page where you put all your braces and you know

45:20

your braces and your invisalign or clearance liners everything all on one page

45:25

google cannot index that many keywords off of one page they each have to have their own individual pages for seo

45:33

and it has to um include the geo targeting you know with geo targeting we add the

45:39

longitude the latitude um there's schema there's coding because when those little google bots come in they're not looking

45:46

at your website they're looking at the the code that we put under there so that they can get that out there real quick

45:52

as i showed you with a couple of these examples with this how quickly those websites were being done so

45:59

you know those types query your vendors ask them for examples and then test them

46:05

now because you have joined us on this webinar at the very end i am going to

46:11

share with you a link to um video with how to test and tips on how to do all of

46:17

these things if you want to do it yourself so you want me to give you the tips i'm one

46:23

step ahead of you i love it i knew you'd do that for us i knew i knew you'd do that because you know not not everybody

46:31

you know can start with you know i mean as as anybody who's on here that's a startup um you all know uh or an

46:38

acquisition we only have a certain amount of money in the budget and you know so we have to be super smart with

46:44

it and just sometimes we we can't afford to do everything all at once so if we can at least take baby steps and get the

46:51

core foundation which is always what it's about get the foundation in place then we can start adding in and you know

46:59

and going and growing right so your website number one a google my business

47:06

setup that it's fully optimized and a branded

47:13

foundation set up with the for your um local aggregators and your top databases

47:20

perfect okay any what can i ask for one more tip if they had to

47:25

do an online campaign on their own what kind of a budget would you give

47:30

them if you know we again we don't have a lot um if if we would it be 50 bucks

47:37

would it be a hundred bucks if if we can't go more than 700 let's just say

47:42

how how would you spend that money if they had to spend it for in on for

47:47

um a month yeah like per month online if they've got let's just say somebody's got 800

47:53

that's all they've got where would you put it if they had to i know i'm putting you on the spot i would put it on google

47:59

ads versus facebook okay um

48:06

if you want to do it yourself go on amazon and buy a book

48:12

there's some great books on there on how to um create ads for a business

48:18

um the programs that allow you to do the tracking um they require special software and

48:23

that's not something that you want to get into just be aware that um you'll just look to see

48:30

if it doesn't increase the number of patients coming in the door do not be discouraged if some of them

48:36

don't show up you know they're people that are coming off of ads they're shoppers

48:41

i like patients they're shoppers i like to call them everyone's heard me probably say this before we call them

48:47

our b patients be cautiously optimistic that they're going to show up and number two that they're going to start

48:54

right and the thing is is you know this is why i like virtual treatment because you can kind of take care of this

49:00

virtually before you even waste their time coming in the door yeah you know you can you can um

49:06

you know pre-screen them cell we say um a lot of the older practices many of them are not comfortable doing this but

49:12

you under younger orthodontist i think virtual treatment and you can do it right off a website

49:18

you know with our website it's free our virtual treatment page you don't even have to pay a monthly fee for it

49:24

and you know you can meet them easily and just talk to them get a sense

49:30

because if they can't afford it or you know they are totally shocked by the cost

49:37

which many shoppers are you know you haven't wasted valuable chair time in the office yep

49:43

all right well you have just given us so much

49:48

good information for tonight so many pearls and i just really really thank you for that um i

49:56

know you're going to show a screen here with some material and then um we're going to jump into some questions and

50:02

then our speed round to finish us up got it okay so

50:07

um if you're you won't be able to see this on a phone but if you're on

50:13

a desktop and i'm going to highlight this right here if you go to the kaleidoscope.com

50:19

forward slash training dash events there is a page and um there is a full

50:28

webinar about the google my business area and why it's considered the new gold mine

50:33

uh website design how to test your ranking in google

50:38

perfect digital advertising google my business profile tutorial and you know

50:44

things that you need to do for your setup and when you are doing your testing it

50:49

is very important that you clear your search habits and there's a video there that

50:54

will show you how to do it because if you're going to be testing google tracks everything you do and you

51:00

want it um down to uh completely clear because someone looking for an orthodontist it may be

51:06

the first time and they would get a completely different view than you would if you if you're not clearing your

51:12

history so all of this is available here in video format and again it's the kaleidoscope dot com

51:19

forward slash training dash events it's all there for you to review complimentary great thank you so much

51:28

all righty so i'm going to have you stop sharing your screen for just a second here and we are going to um

51:37

jump into some of the questions so if anybody has any questions i want you to

51:42

go ahead and throw those into the chat box here now one thing um one

51:48

question that one of our attendees chris asked was um isn't it dishonest to ask

51:56

friends to review your business if they haven't actually used your services and

52:01

i have an answer for that but i'm to let you first mary kay um what what what are

52:07

your thoughts on that um do you want me to go first

52:14

no i'll just come out and say i recommend my clients that they do it just to get themselves off the ground

52:21

and i'm not saying to i'm not talking about 50 60 100 reviews getting people to do it but you know

52:28

asking friends and family to help you just to get it started and get you safe 10 reviews over

52:37

a three or a two or three month time i see no problem with that i everyone else is doing it why shouldn't

52:43

you yep and the way i look at it is you can have character reviews doctors

52:50

there are people who know your character maybe um in previous uh practices you've

52:56

been in in residency um you know different people you could actually have patients that have worked

53:02

with you or for you um that um that that would be happy to give you a review so

53:09

also remember that if any of you are in residency or right now are working as

53:14

associates thinking about doing a startup keep kind of your collection of reviews and people that you could maybe

53:21

call on when you're at a point where you need to start setting up some reviews so i personally feel the same way as mary

53:27

kay lots of people are out there are willing

53:32

to give us um some some you know character reviews if they can't say i

53:38

don't know that i would say i've been in their office and it was wonderful unless they came in and did a walk through it could be wonderful and awesome they just

53:44

don't have to say that um you know you treated them and i think i think that that's the big difference all right so

53:50

we have another question um that came in from camellia uh and she asked what

53:55

about dolphin cloud for google my business you said not dolphin

54:01

okay it's whether it's the in-house or the cloud their uh new patient

54:08

uh portal is set up uh so that you have to actually add the

54:13

patient's name and information in there first in order for it to be on the system

54:19

it's um so it makes it difficult to set up an appointment scheduler with a

54:25

link i'm sure at some point and it may already have happened that they fixed it

54:32

but as far as i know they have an appointment service which is great

54:39

but uh it's for it to just have a link so that you can put it in the google my business

54:44

area and it automatically goes in there in the past it has been an issue

54:50

okay great that's that's that's wonderful and i know you know i've seen a lot of my docs again you know we're

54:56

kind of bootstrapping it i've had some uh do things like use uh calendly where

55:02

they'll actually um set up calendly uh and there's our actually free versions of this and you

55:09

know they just manage their online schedule to a calendly um you know set

55:15

up and you know there's a little bit more work but gosh if you're a small practice you've got a team member that doesn't have much else to do anyways why

55:22

why not uh manage that so there there are lots of ways for us to find ways for

55:27

patients to have online online scheduling right and it for startups it works extremely

55:35

well it becomes more of a problem as you continue to grow absolutely we got to scale as as we go we got a scale and we

55:42

probably got to implement more robust systems but as startups brand new acquisitions a lot of times that that

55:48

can really help us i had another question come in from ryan hey ryan um i

55:53

actually know ryan ryan says uh do video

55:58

style google ads work better than just regular picture posts great great

56:04

question um google ad it's very difficult

56:10

with the way google works to get the video style ad in there now

56:16

you can do ads on youtube but you know unless someone's in youtube looking for an orthodontist which they're not it

56:22

doesn't make sense to do youtube ads um you can do video ads on facebook

56:27

easier than you can on the google ads and it is a great way to brand and i'm

56:33

not saying that facebook doesn't work and if you do have a limited budget like jill mentioned at least if you're

56:39

branding your name and you're getting your name out and you know you can be unique with what you're doing with the

56:44

video you know i say go for it it's just keep in mind with your video a little

56:49

tip about this put the video on youtube search engine optimize your video

56:57

because one of the things is is as people continue to click on these videos and if their search engine optimized

57:03

correctly for keywords if someone is googling your name these videos show up and the biggest issue i find with

57:10

doctors that are spending thousands of dollars on video

57:15

or even if they do it themselves in the office they're not search engine optimizing their video on youtube

57:22

great good good information oh i love this we're gonna have to do another one of these mary cages where i can get into

57:28

the nitty gritty i know and i know i know i'm gonna have people that are gonna be like let's do this again that

57:34

was great info all right it doesn't look like we've got any more uh

57:39

come in um if anyone comes in um we're going to jump into the speed round

57:45

because i know everybody is probably getting tired and you know we're going to wrap this up here if any more comes

57:50

in i'll i'll let you know about them so let's jump into the speed round so mary kay you do not know what i am getting

57:57

ready to have no clue [Laughter] but i know it yeah

58:04

so so what i'm going to do is i'm just gonna ask you

58:09

um you know just a couple questions we're gonna just speed right through this i don't want you thinking too much

58:15

but i just think that this is so much fun all right so are you ready to take the speed

58:20

round challenge i am go okay here we go favorite ice cube ice cream

58:27

um oh my god uh vanilla i love it um have you ever worn socks

58:34

with sandals oh god no star wars or star trek

58:41

star wars all right is double dipping ever acceptable

58:46

oh yes do you wear your retainer every night no i still wear it about every three

58:53

nights though nice alrighty how would you rate your karaoke ski skills on a scale of one to

59:00

beyonce oh minus 10. i used to be able to sing but no more

59:09

are tomatoes a fruit or a vegetable they are a vegetable oh no no fruit i'm sorry

59:16

what show have you been watching um actually the offer which is a story

59:21

about the making of the godfather oh nice very good all right podcast audio

59:28

music you've been listening to lately just want one of them podcast

59:34

i love her all right and the last one what's your big hairy audacious goal for

59:39

2022 my hairy audacious goal

59:48

actually it has to it has to do with you know as we've all mentioned i am the new

59:54

owner and ceo of kaleidoscope and um

59:59

there are a few dsos that are looking at us and that one of those dsos is going to come our way and say go for it we're

1:00:06

here all right i love it well again thank you so much for taking the speed challenge

1:00:13

and also just for being a part of hey docs i think this was phenomenal information we got out there

1:00:19

i'm super excited about that and for everybody who attended this evening again thank you so much for spending

1:00:25

your night with me and mary kay we will uh be reposting this uh in about

1:00:31

a week and um it'll be up on our youtube channel again we're going to be moving this into a podcast i'm super excited

1:00:38

about this because uh starting at the end of july we are going to be having podcasts

1:00:45

every two weeks uh for the foreseeable future and we're just gonna have some really amazing guests on so again thank

1:00:51

you mary kay for being a part of this thank you everybody who attended this

1:00:56

evening and if you have additional questions you're always welcome to reach out to me at www.practiceresults.com

1:01:06

or you can reach out to mary kay miller at kaleidoscope.com thank you guys very

1:01:12

much okay the kaleidoscope dot com

1:01:17

scope.com p-h-e-t-h-e kaleidoscope.com and we do offer a

1:01:23

complimentary consultation for um acquisitions and startups so please feel

1:01:29

free to see how we can help you yeah perfect all right thank you everybody

1:01:34

bye bye [Music]