Chris Barrow Interviews

The 10 P’s of Dental Marketing Websites

Wednesday 30th May 2012

Chris Barrow

Chris Barrow, MD of BKH, coined the original “7 Ps” that became the pillars of creating a successful private dental practice website to attract high end consumers: Profile, People, Premises, Prices, Promises, Proof and Products.

At Dental Focus Web Design, we still believe it all applies but it’s now important to build beyond these foundation blocks because the Internet has changed and so has our web marketing strategies of attracting new patients.

Reflecting on our experience in working with 500+ dentists over 10+ years, this article seeks to expose the biggest mistakes dental practices make with their website and, in doing so, we emphasize the importance of the original “7 Ps” as well as suggest an additional “3 New Ps” to consider.

P#1. Profile

Dental practice websites are usually too busy catering for everyone that they do not stand for anything and do not stand out. The home page needs to be fast to download but also quickly understood. The look, the feel, the brand all need to convince your specific target patient that this is the right place. Your USPs should be clear and the targeted visitor must feel compelled to stay and click in less than 5 seconds.

P#2. People

Dental practice websites usually forget customer service is visually represented through people that appear professional. You need to show the personality of a happy and approachable team with great smiles. You need to look and read as the experts with the best level of customer service.

P#3. Premises

Dental practice websites need to stop showing scary dental surgeries, sharp tools and boring technology that mean nothing to the patient. Virtual tours using professional photography or corporate video need to focus on the feeling of luxury and comfort, showing patients what they actually care to look at, such as impressive patient lounges, classy receptions and boutique wash rooms.

P#4. Prices

Dental practices generally attempt to show their fees online but are confused on the benefit that brings. It is important to appear either reassuringly expensive and/or great value for money to attract your correct target patient otherwise you will not stand out.

P#5. Promises

Dental practices commonly forget that customer service has to be promised and the brand standards need to be stated. Patients need to know what to expect. This is all usually hidden and difficult to find or lengthy to read. Video and/or photography should be used to explain the patient journey.

P#6. Proof

Dental practices that think written letters and text testimonials are still going to attract patients are living in the dark ages. Nobody is going to convert into an enquiry after reading scanned-in thank you cards. You need before and after ‘smile photos’ to show clinical expertise and this means no blood, no gore, no metal, no tools and no retractors. You need full face ‘smile photos’ to show gratitude in your patient’s eyes. You need video testimonials to put ‘word-of-mouth’ on your website and deliver emotional encouragement.

P#7. Products

Dental practices are forgetting to differentiate their treatments. Websites tend to advertise the exact same services as others dentists so patients believe price comparison is the only difference. Personalising treatments and creating ‘branded experience’ packages are required to make you incomparable.

New P#8. Places

Many dental practices are still not aware of the importance of registering their website on Google Places to obtain a free local business listing. Google Places is becoming more and more essential for top Google Page 1 rankings and targeting local patients. You will not need to pay-per-click for your own practice name if Google Places has you listed at the top for free already. You also need to make sure you control your Places on social media sites such as Facebook and FourSquare as patients want to ‘check in’ virtually, which in turn is free advertising for you to all their friends.

New P#9. Phones

Dental practice websites are still containing Flash animation that does not work on the popular iPhone. Old design standards also mean your website does not view well on a smart phone. More and more Internet surfing is done on the go and in the palm of your patients’ hands. This cannot be ignored and should mobile phone compatibility should be a priority.

New P#10. Publicity

Dentists mistakenly believe that simply stating their website address on letters and stationery will attract patients to visit their website. Dentists need to understand that visual and conversational recommendation is remembered. You need to spend 10 seconds with each patient, turning towards your computer screen to ask them “Have you seen my website? If you’re happy with the treatment today, please visit our website, share us on Facebook, like us on Facebook”. These days, word-of-mouth happens online on a ratio of 1:100. Get your patients to talk about you online. That’s free publicity on steroids.

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Watch the original interview videos on the 7 P’s here.

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krish-blog

Krishan Joshi is “the Master” at Dental Focus Web Design.

Remember to subscribe to our E-Newsletter.

If you have any questions or need help, email us or call 020 7183 8388.


Chris Barrow’s 7 Ps of Dental Websites

Wednesday 22nd June 2011

New & Exclusive: Watch our video interviews with Chris Barrow, the UK’s leading dental business coach. We go through his “7 Ps of Dental Websites”. Understanding his 7 Ps is essential for any private dentist wishing to create a WOW website that differentiates their dental practice and attracts the high-end, discerning patient!

Scroll down, watch the videos and remember to share this link on your Facebook and Twitter or by e-mail! https://www.dental-focus.com/marketing/category/chris-barrow/

P#1. Profile

Chris talks about the home page and who you are targeting. I agree, it needs to be quick to download, iPhone compatible, and the reasons to choose your dental practice needs to be immediately clear. Your USPs need to be understood on the home page within seconds, exciting the visitor to click and learn more…!

P#2. People

Chris talks about the dental team. You need a recommended professional photographer – talk to us. You need to show the personality of a happy and approachable team with great smiles. You need to appear as the experts with the best level of customer service!

P#3. Premises

Chris talks about showing off your building, reception, waiting lounge, wash room… instead of the scary dental surgery. I agree, unless it looks state-of-the-art and comfortable… don’t bother showing it.

P#4. Prices, P#5. Promises, P#6. Proof & P#7. Products

P#4. Prices

Chris talks about being reassuringly expensive so that high-end consumers know they won’t be sitting next to low-end consumers. Sounds a bit like the rich-poor divide but this is what the 1,000 independent dental boutiques (out of the existing 10,000 dental practices) will have done in order not to be swallowed up by the big corporates over the next 10 years (Chris’s prediction)! Decide where you want to be in 10 years time. If that’s too big a leap for you, then understand the underlying message of what he’s saying – remind the discerning website visitor that “you get what you pay for”. I believe that you need to show that you have fixed, transparent pricing but you should not compete on price, instead compete on great value! Remember, this goes hand-in-hand with all the Ps especially P#7.

P#5. Promises

Chris talks about brand standards – getting this right will differentiate yourself when it comes to customer service and creating a brand experience; reasons to choose you!

P#6. Proof

Chris talks about videos. I am extremely passionate about video and can’t agree more! Nobody is going to convert into an enquiry after reading written testimonials from Joe Blogs and Mary Smith. You need before and after ‘smile photos’ with no blood, no gore, no metal and… no retractors – this shows clinical expertise. You need full face ‘smile photos’ – this shows gratitude in your patient’s eyes. You need video testimonials – these create ‘word-of-mouth’ emotional encouragement. At Dental Focus Web Design, we know why and how your different levels of “Proof” works. How do you develop your portfolio and gain consent? Ask us!

P#7. Products

Chris talks about the ‘branded experience’ and you need to reflect this on your website. Everyone will be using Google to compare what you have to offer. You need to differentiate yourself online. I believe you need to create valuable packages so that your treatments become incomparable to your competitors. But it’s not just about the treatment, it’s about making that patient journey enjoyable and surpassing expectations. Brand your treatments, give extra value and bundle it together with a great customer experience… and reflect all this on your WOW dental website!

That’s it. The 7 Ps of Dental Websites by Coach Barrow. Read his blog and subscribe to his e-zine! You need to know what he knows, immediately.

Remember, if you need help in transforming your dental website and taking it to the next level, just get in touch. At Dental Focus Web Design, we hold your hand through the 7 Ps and really help you understand how to make them work – we empower you!

krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

Remember to subscribe to our Blog of Secrets so you can get the latest dental marketing ideas and video tips immediately by e-mail.

If you would like some free advice, Email Us or call 020 7183 8388.

Chris Barrow Dental Marketing Blog Secrets

Sunday 13th June 2010

Chris Barrow was voted No.2 in this year’s Dentistry’s Top 50 most influential. In my opinion, he’s the UK’s leading dental business coach; a true inspiration. When Chris speaks, you listen. His relaxed sense of humour gets you excited and energized. Check out this short video clip of Chris talking to a fully packed audience at the NEC in Birmingham earlier this year. Then watch my video interview with Chris about his seminar.

Chris Barrow has taught me about “the branded experience” and its great importance in dental marketing. It’s his thought leadership that encourages me, everyday, to shape Dental Focus Web Design to be just as innovative and helpful in all our dental web marketing strategies. Enjoy the 2 videos and remember to share this link on your Facebook and Twitter or by e-mail! https://www.dental-focus.com/marketing/category/chris-barrow/

Video 1: Short Clip of Chris Barrow speaking to a fully packed audience


Video 2: My interview with Chris Barrow after his exciting seminar

Remember, to get Coach Barrow’s latest ideas and tips immediately by e-mail, you need to subscribe to his e-zine and read his blog.

And watch this space, for more exclusive video tips from Chris Barrow.


krish-blogKrishan Joshi is “the Masterat Dental Focus Web Design.

Remember to subscribe to our Blog of Secrets so you can get the latest dental marketing ideas and video tips immediately by e-mail.

If you would like some free advice, Email Us or call 020 7183 8388.