The top three things people fear most are public speaking, death, and the dentist's office.
OK, I admit that I made up the last one. I know that people definitely fear speaking in front of an audience and that the thought of death keeps some awake at night; however, I'm not as certain about the dentist's office.
Though it's true that not everyone hates the dentist, I'd bet that if you polled 100 people, going to the dentist would not be on anyone's top 1,000 list of favorite activities.
So if most people don't like going to the dentist, how can dentists at least make the visits less intimidating? First, they could make the mundane remarkable, as Amber Naslund shows us. Or maybe they could ensure people that they'll meet their future spouse there (Watch 30 Rock's “Future Husband” clip.)
Although both options—the serious (Naslund's post) and the silly (the 30 Rock clip)—would certainly make your dentist visit more entertaining, I'd like to focus on email marketing.
According to the Direct Marketing Association, email marketing returned $43.62 for every dollar spent on it in 2009 and is expected to return $42.08 for every dollar spent on it in 2010.
Park Central Dental Understands Email Marketing
A good friend of mine, Dr. Kaleb Foster of Park Central Dental, has implemented an e-mail marketing campaign. As an emerging media consultant, instead of critiquing how he administers Novocain or how the hygienist flosses his patients teeth... I think about how his staff communicates with customers.
Dr. Foster understands the power of communication. He's not "doing social media" in the way we think of it. Park Central Dental does not have a Twitter account or Facebook fan page. (Could you see yourself being a fan of your dentist?) Park Central Dental doesn't blog or answer questions on LinkedIn. It doesn't use Formspring or Foursquare. Park Central Dental leverages the awesome power of email marketing.
Here's how Dr. Foster does it.
Ask. It's simple yet often forgotten. When patients make their initial appointment, Park Central asks for their email address.
What's in it for me? Some people (like my mom) are still hesitant to give out their email address. If you are going to take the time to ask customers for their personal information, tell them what's in it for them. The receptionist at Foster’s office informs patients that the staff would use my email address to remind me of appointments. Simple, yet powerful.
Follow-through. Too often, marketers set expectations yet either don't follow through or stray from the promise. Sure enough, though, two days before a scheduled appointment, Dr. Foster’s patients receive an email.
Simple, clean design. His email is easy on the eyes: a picture of two adorable children (both with great teeth, of course) and a very straightforward design, message, and call to action. Remember, it's an appointment reminder. With a quick glance, the patients know exactly when my appointment is.
Clear, actionable call to action. It's obvious what he wants patients to do: confirm their appointment. Dr. Foster put those words in bold and green, and even included a Confirm Now button. I like that it's green (for consistency). The button is visible as a text link with images off. They even call that out in the copy.
Personalization. I'm not a huge fan of personalization, as I've written and spoken about in the past. I think it's fake and contrived looking. However, in the above example, I like the signature from Dr. Foster. He's doesn't overdo it, and it still feels natural; that is, I know that he didn't really sign the email, but...
Integration. I wish all emails were as usable and well integrated as his. Patients can easily add the appointment to their calendar, map the location with Google, view their account online, and even refer a friend. Finally, when they confirm their appointment it updates Park Central’s system. If the patient does not confirm via email, a staffer will call them the day before. Cool, right?
What Else Park Central Dental Does Well
I am critical of all emails I read. So the fact that I give Park Central Dental rave reviews says a lot—about Park Central. Are there areas where the staff can improve? Of course. Would it be worth their time? I'm not sure. A few thoughts...
Facebook, blog, Twitter: It's no secret social media is hot. Moreover, email plus social media is really where it's at. Park Central could start a blog, create a Facebook page, and even manage a Twitter account. However, I'm not sold on whether this would move the needle for Dr. Foster. It may be worth exploring, but I don't see people getting fired up about the dentist (the way I do). ☺
Additional emails: Besides appointment-reminder emails, Park Central has also sent brief surveys and a Happy Birthday email. I believe it would benefit Dr. Foster to expand on those emails. What about a monthly newsletter with "Tips and Tricks" or periodic reminders about good dental hygiene? I realize the latter suggestions often depend on resources, but I think they would be a nice addition.
A Few Other Reasons Park Central Dental Rocks
First, and maybe most important, the entire staff at Park Central Dental is kind, thoughtful, and helpful, and they make patients feel like they are the most-important patient to Dr. Foster.
Second, they give control back to the patient. Dental hygienists ask how patients would like to be alerted about upcoming appointments. They are informed that they can be notified via telephone call (old school) or text message (new school)—whichever medium was most convenient for the patient.
They are doing their best to minimize the chance that I will miss my appointment.
* * * *
If I could give out stars to Dr. Foster and his staff, they would receive 4 out of 5. What else would you suggest for Dr. Foster and his crew to make up that extra point? Let me know by emailing me below, and I'll be sure to share them with Dr. Foster.
Dustin Mitchell
dustin@networkinglifestyles.net
Tuesday, April 20, 2010
Friday, April 2, 2010
Running A Home-Based Business
Give Yourself a Personality Check
Being a home-based business owner is not for everybody. Focusing has never really been my problem, but some people physically need to drive away from their house to find structure. The first part of starting a home-based business is recognizing what kind of personality you have. If you need someone else to give you structure, or if you are a procrastinator, a home-business is probably not the best thing for you.
Be Patient
A home-based business doesn't get started in a day. I was able to set up my office quickly, but at the time I was 18 and I didn't make my first sale until a little more than a month after I started my business. When I first started I had no following, I was in college. But I said to myself that as long as I keep working at this, something is going to come of it. My persistence paid off. Consistency of action is key.
Make a Plan and Stick to It
When I started my first network marketing business, I put a list together of what I wanted it to be. I knew I didn't ever want to have a job where I am told what to do, when to do it and how to do it. Mobility and home-based was essential to my goal. I wanted a business that needed very little head count, and one that anybody could own and operate on their own, which is what a lot of our my business associates do. They are their own boss and don't even have to have employees.
You Work at Home. Don't Try to Hide It
First and foremost, I chose to run my business from home. I've been running my company from home now for ten years. Granted I have purchased other businesses that required offices, etc., but I still worked from home. I are brutally honest with my structure and have never lost a client. I find that total honesty about being a home-based business makes everything run better and feel more authentic.
Keep Your Family Out of It
Being a home-based or network marketing business owner takes a lot of discipline. I usually get up early around 7:30 a.m. and try to get as much done in terms of planning and organizing until my partner returns form work at 3 p.m. Sometimes this creates arguments over the amount of time I work, when I work and how late I work. Regardless, it is a business and you need to set a schedule and time that ou will devote to the business, and stick with it.
Keep a Checklist
Each morning, before you begin work, write down the items that you need to accomplish by the end of your day. It helps to rate each item according to priority, from high to low. Even if you don't complete your list, the high priority items will get done first. Remember, you can't blame unfinished work on your co-workers! I even make lists of additional things I accomplish that I hadn’t listed on my morning list. This is a basic form of goal setting.
Remember to Punch Out
One of the downfalls to being a home-based business is that if you wanted to, you could always be working. My partner and I are about to launch a huge business. In fact it beats any other investment we’ve ever made! It’s so important to me to build the business, so whenever the phone would ring, I would answer, no matter what time of night it was. After answering a call in the middle of the night or staying up to 2 or 3 a.m., I decided I wasn't going to do that anymore and resolved to answer the business phone during business hours, and work on business during business hours. Unless very important circumstances dictate that I have no choice but to work.
Practice the Art of Juggling
Being a home-based business is a juggling act, and the key to it is knowing which balls are glass and which are rubber. I go into every day not trying to drop those glass balls, which is my relationship and soon to be marriage. I don't necessarily think that balance is possible because there is always one element that takes priority in your life and the key to succeeding is knowing what that priority. It takes understand from everyone that is close to you. Especially, if you are just starting your business.
Make it a great week!
Dustin Mitchell
Being a home-based business owner is not for everybody. Focusing has never really been my problem, but some people physically need to drive away from their house to find structure. The first part of starting a home-based business is recognizing what kind of personality you have. If you need someone else to give you structure, or if you are a procrastinator, a home-business is probably not the best thing for you.
Be Patient
A home-based business doesn't get started in a day. I was able to set up my office quickly, but at the time I was 18 and I didn't make my first sale until a little more than a month after I started my business. When I first started I had no following, I was in college. But I said to myself that as long as I keep working at this, something is going to come of it. My persistence paid off. Consistency of action is key.
Make a Plan and Stick to It
When I started my first network marketing business, I put a list together of what I wanted it to be. I knew I didn't ever want to have a job where I am told what to do, when to do it and how to do it. Mobility and home-based was essential to my goal. I wanted a business that needed very little head count, and one that anybody could own and operate on their own, which is what a lot of our my business associates do. They are their own boss and don't even have to have employees.
You Work at Home. Don't Try to Hide It
First and foremost, I chose to run my business from home. I've been running my company from home now for ten years. Granted I have purchased other businesses that required offices, etc., but I still worked from home. I are brutally honest with my structure and have never lost a client. I find that total honesty about being a home-based business makes everything run better and feel more authentic.
Keep Your Family Out of It
Being a home-based or network marketing business owner takes a lot of discipline. I usually get up early around 7:30 a.m. and try to get as much done in terms of planning and organizing until my partner returns form work at 3 p.m. Sometimes this creates arguments over the amount of time I work, when I work and how late I work. Regardless, it is a business and you need to set a schedule and time that ou will devote to the business, and stick with it.
Keep a Checklist
Each morning, before you begin work, write down the items that you need to accomplish by the end of your day. It helps to rate each item according to priority, from high to low. Even if you don't complete your list, the high priority items will get done first. Remember, you can't blame unfinished work on your co-workers! I even make lists of additional things I accomplish that I hadn’t listed on my morning list. This is a basic form of goal setting.
Remember to Punch Out
One of the downfalls to being a home-based business is that if you wanted to, you could always be working. My partner and I are about to launch a huge business. In fact it beats any other investment we’ve ever made! It’s so important to me to build the business, so whenever the phone would ring, I would answer, no matter what time of night it was. After answering a call in the middle of the night or staying up to 2 or 3 a.m., I decided I wasn't going to do that anymore and resolved to answer the business phone during business hours, and work on business during business hours. Unless very important circumstances dictate that I have no choice but to work.
Practice the Art of Juggling
Being a home-based business is a juggling act, and the key to it is knowing which balls are glass and which are rubber. I go into every day not trying to drop those glass balls, which is my relationship and soon to be marriage. I don't necessarily think that balance is possible because there is always one element that takes priority in your life and the key to succeeding is knowing what that priority. It takes understand from everyone that is close to you. Especially, if you are just starting your business.
Make it a great week!
Dustin Mitchell
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