Issue 2 2006 - Insight

Welcome to the second edition of Insight, the newsletter from GPM.

In this edition, we want to show you how to take advantage of the latest trend in website positioning pay-per-click. This is the fastest growing media trend in advertising, and if you have a website you better be doing pay-per-click positioning.

Guys pay close attention to the next article Marketing to Women. It will offer you an insider's view to how women think, react and buy. Not only will this help you in the office, it just may score you a few points at home!

And if you're like us, you're probably well into your plans for 2007. If you haven't started planning for the next year, we have some tips on how to do it properly. Just like mapping out a budget, you'll want a comprehensive marketing plan that helps you see where the holes are. Hate to plan? We're happy to give you a hand.

As we enter this busy holiday season, we want to thank you for your continued business with GPM. This time of year reminds us to reflect on what is really important. Family, friends and the joy of working with people we really enjoy!

We hope you will find this edition of Insight to be educational, inspirational and just a little something to make you smile.

Inside this issue

Show Me the Numbers

You're spending a healthy budget on marketing, but do you really know how well it's working? What brings in more patients radio or TV? Did that magazine ad outperform the newspaper ad? All you know is what your patients tell you, and that's assuming you ask them. It can be frustrating trying to pin down the results.

That's all about to change.

GPM has recently launched a new technology called SmileClicks. An adjunct to traditional search engine positioning, this new technology provides highly advanced, pay-per-click web marketing. SmileClicks puts your site at the very top of the search lists using a network of thousands of search terms specific to your practice and services. Because of this, it instantly brings qualified patients to your site. It also regularly quantifies, determines and adjusts your search words and lets you know exactly how these search words were used and what actions were taken from them.

Unlike traditional pay-per-click or SEP, SmileClicks provides you with valuable detailed reports. For example, SmileClicks tells you the date, time, phone number and how long patients were on the line with your office. It captures any emails or forms completed online due to a SmileClicks lead, records the number of visits to your key web pages to help you determine which pages are most attractive, and shows the number of daily impressions and click-throughs.

And because we believe you should have access to your information any time you want it, we provide real-time access to your website reports. You can check these reports daily, weekly or monthly. This lets you immediately see which of your services are being searched, get an exact report on the services that are generating the most interest and make quick changes to your web and media marketing to keep you sharp and on top of your market to most effectively communicate with your prospective patients.

But why stop with just the web? Why not identify exactly how well your other marketing is doing? In early 2007, you'll be able to do just that. With our expanded service, you'll be able to track the calls from any other marketing medium TV, radio, direct mail, print and more. You'll be able to react faster, changing your marketing for the best possible results.

We are so sure that you will love SmileClicks that we are offering a free, no obligation sign-up. Just visit www.smileclicks.com and fill out our application online, or call 877-70-CLICK. You have nothing to loose and a wealth of information to gain.

Golden Nugget #1

Baby Boomers do not want to be shuffled into the senior market, being defined in terms of their age. Marketing can and should reflect boomers as vibrant and hip without cutting them out of the picture by showing models much younger than they are.

Marketing to Women

While women aren't the only patients you see in your practice, they do make up the majority of your decision makers. The better you understand them, the more they'll respond. This spring, we attended the second Marketing to Women Conference in Chicago. It was fabulous, refreshing and reinforced many of the philosophies and marketing strategies we already employ at GPM.

Here, in a nutshell, are some of the ideas covered at the conference:

Women are the single biggest drivers of the economy

If you want to reach this powerful audience, treat them with the respect they deserve. Women don't want to be condescended to. Be careful to avoid marketing to stereotypes. Remember: Witty does not equal cute. Feminine does not equal frivolous.

Women want to laugh!

78% of interviewed women said, " I strongly prefer and remember an ad that makes me laugh."

Women tend to shop the way they love

They want affirmation, to see their strength and beauty reflected back to them. 85% of women chose brands that made them feel good about themselves. So, to woo a woman you need to speak to her about empowerment, personalized service and comfort, all the while showing her what it will do for her, not just telling her.

Women want to make connections

Women want to be aligned with a higher purpose and to know that a product shares her values and her dreams. Women feel more invested in a product or service when it shows social responsibility in some way when she feels that part of her purchasing dollars go toward something that will help others.

Women want to feel powerful in part because they are powerful

Women want to know that beauty is not one dimensional, that all kinds of beauty are powerful and that all kinds of female power are beautiful. Great examples of this point are Nike's "Real World" campaign and Dove's "Campaign for Real Beauty." Women don't want to be lumped together "women from 18 to 55" Women want to feel that advertising evolves with, and celebrates, her changes.

Women are on a quest to find themselves

Women wish marketers would speak to her true self. Many women feel that they are seen more as somebody's mom than as a real person. Women admire other women not simply for their strength as caring mothers but also for being as strong as a man is.

Think like a woman

Use images that appeal to women, not to men. That means that you must think of "beautiful, convenient, sexy" from a woman's perspective, not a man's. Don't just sell to her fulfill a need, build a relationship with her, help her discover something new about herself. Most importantly for both your marketing and for women themselves help her know how strong and special she is.

Golden Nugget #2

While media portrayals of fathers have shifted to a more positive, involved model, dads would like to see even more positive portrayals of fatherhood in advertising and marketing.

Another Wedding, Another Baby, a Move, and Two New Faces!

We love our clients so much, we want to make you feel like part of our family. And just like in any family, things are constantly changing and growing.

Much to the disappointment of many of our clients, the lovely and talented designer Sarah has finally tied the knot.

Babies seem to be contagious around here. Teia just found out that she is expecting her first baby! And to top off that great news, she and her husband have been offered dishy jobs in Florida. So, while we'll all miss Teia, please join us in congratulating her on this exciting new phase of life.

Last February our copywriter Karole declared that there was just too much writing for her to do alone. We started a search for a writer that would fit in with our mischievous bunch and found a good fit in Rebecca, an MFA carrying poet and writer who is used to our type of humor. "I feel right at homeÉmy two boys are wicked."

We are also pleased to welcome Jeremy, a Bloomsburg University MBA graduate, who adds a male perspective to our marketing management team. His father is a dentist and Jeremy has traveled and worked with him on numerous dental mission trips, so you can feel confident he knows what dentistry is all about.

Piecemeal Marketing vs. a Comprehensive Plan

You know what we're talking about. After all, don't you advise your patients against piecemeal dentistry? When a patient has work done tooth by tooth, symptom by symptom, the results can be inconsistent and unpredictable. It's the same in marketing.

Many clients come to us frustrated with inconsistent, unpredictable results of past marketing efforts. There might be three months of newspaper ads É an occasional appearance in a lifestyle magazine É perhaps popping in a radio spot a few weeks a yearÉit really isn't the most effective approach. You may be bringing in some patients, but you aren't getting at the real, long-term solution.

Patients often have difficulty seeing how a problem in one area of their mouth will influence the health of their smile even their body. Think about how difficult it can be to help them see how all of the pieces fit together. Now think about your own marketing strategy.

Do you have a comprehensive plan in place? If not, what can you do to create one?

  1. Take a realistic look at your marketing over the past year. Put the work in spreadsheet calendar format to help you visually evaluate what you've been doing. List the cost of each strategy (TV, radio, print, brochure, etc.).
  2. Determine the ROI of each strategy. Separate patients by the medium that got them there. Write down the value of the treatment plan for each new patient, and divide by the cost of the strategy.
  3. Decide what you want your marketing to accomplish in 2007 and set a maximum annual or monthly budget that you can comfortably afford. If your budget is too high, you'll chop strategies when money gets tight, and you'll simply have wasted the money spent on that strategy.
  4. Create a comprehensive plan, detailing each strategy and what it will cost to create and execute. Again, put this in calendar form to see it clearly. Don't spread yourself too thin. Give each strategy the support it needs to succeed.
  5. Include a line for contingencies. Add 5% for random unknowns the little league sponsorship, an ad in the fund-raising program, etc.
  6. Execute, track, evaluate and adjust.

When your brand, internal marketing and advertising are pulled together and presented as a stunning and irresistible package focused directly on the target market you really want, your results will be astonishing. Just picture the look on the faces of your full mouth reconstruction patientsÉnow translate that look onto your own face after you see the results of a sophisticated, thorough and tight marketing campaign.

Don't treat your marketing the way some patients treat their mouths. Ask about Full Marketing Rejuvenation from GPM today.

Golden Nugget #3

Reality and authenticity are the new buzzwords in advertising according to the Wall Street Journal. Marketers are realizing that the average consumer has grown resistant to a constant stream of glamorous actors and want to see more real people in marketing.

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