#theApexShow 6th May:Mark Oborn eMarketing for a dental practice

markoborn 7pm on Twitter I answer your dental e-marketing questions or join in LIVE at http://tinyurl.com/3akjg57 #theapexshow

mkritzingerI uploaded a YouTube video — #theApexShow Guest Overview – Mark Oborn http://youtu.be/jXTR6zzNVo0?a

mkritzinger another week, another show – starting shortly with @markoborn #theapexshow

mkritzinger Hi everyone, we will start in 10 mins, pls join and introduce yourselves! http://tiny.cc/welcome509 #theapexshow

mkritzinger @Azimuthdental hi Kevin! thanks for tuning in to #theapexshow tonight

markoborn hi everyone, nearly ready #theapexshow (Broadcasting live at http://ustre.am/aWdn) 6:58 PM May 6th via Ustream

mkritzinger Welcome to the #theapexshow http://tiny.cc/welcome509 brought to you by Interactive Dental Media http://tiny.cc/5YCoO

mkritzinger @markoborn has a great special offer tonight for the Apex REWARD. Stay tuned for the details.. #theapexshow

mkritzinger @markoborn is super interactive tonight so you can check him out live as he tweets! #theapexshow

mkritzinger Hi @markoborn thanks for your time we are thrilled to interview you on #theapexshow tonight! #theapexshow

markoborn @mkritzinger looking forward to a great show #theapexshow

mkritzinger Let’s begin round one of the questions #theapexshow

mkritzinger @markoborn what do most dentists struggle to understand when it comes to marketing their practices? #theapexshow

markoborn @mkritzinger typically dentists fail to segment their market, then fail to target that segment #theapexshow

mkritzinger Does anyone have a question for @markoborn on this topic? #theapexshow

AzimuthdentalDo you think too much importance is placed on pricing? #theapexshow

mkritzinger @AzimuthDental you mean what it costs to implement internet marketing? @markoborn what do you think? #theapexshow

markoborn@Azimuthdental #theapexshow price is a strategy that can be chosen. Most prefer to differentiate…

AzimuthdentalWhat segments could be left out by dentists focussing on the more sexy sectors? @markoborn #theapexshow

markoborn @Azimuthdental #theapexshow if a practice decides NOT to compete on price, they must add EXTREME value

sylviesturrock #theapexshow hello everyone. Did I miss anything? Everyone ok??

mkritzinger @sylviesturrock hi Sylvie, lovely to tweet you. just asked Mark his first question #theapexshow

mkritzinger Ding Ding end of round ONE all unanswered questions will be answered at the end #theapexshow

mkritzinger Round 2 @markoborn why do you need to segment and target a market? Won’t patients just FIND you? #theapexshow

markoborn @Azimuthdental #theapexshow. Great point. Segmenting DOES NOT MEAN only the ‘sexy’ sectors

markoborn@Azimuthdental #theapexshow it can equally mean hygiene, preventive, children, older people!

markoborn @mkritzinger patients WILL find you but targeting a segment using words and images that are relevant ensures they RELATE to you #theapexshow

mkritzinger Does anyone have a question for @markoborn on this topic? #theapexshow

Azimuthdental I sense a trend towards prevention and hygiene – what do you think is next? @markoborn #theapexshow

markoborn @Azimuthdental #theapexshow – facial aesthetics are gaining a pace…

mkritzinger ok Ding Ding end of round TWO #theapexshow

mkritzinger Round 3 @markoborn how can a practice successfully segment and target a specific market? #theapexshow

markoborn @mkritzinger break down what they do. Veneers, Invisalign, Dentures, Implants all have different needs and wants #theapexshow

mkritzinger @markoborn what is the knock-on effect of targeting on your online marketing as a practice? #theapexshow

markoborn @mkritzinger with careful targeting that identifies specific needs and wants, marketing generally becomes more effective #theapexshow

mkritzinger Ding Ding end of round THREE #theapexshow

mkritzinger Round 4 @markoborn do you turn patients away who don’t fit the particular profile you are targeting? #theapexshow

markoborn @mkritzinger Part1: in short, yes! Marketing is about identifying who you don’t want to do business with as much as who you do! #theapexshow

markoborn @mkritzinger Part 2: Remember that w/in segments thr R subsegments e.g. Yummy Mummies cn wnt whiter as well as straighter teeth #theapexshow

markoborn @mkritzinger Part 3: so a yummy mummy that wants white teeth needs different marketing than one that wants straight teeth #theapexshow

markoborn @mkritzinger Part 4: each round of marketing targets ONE segment or subsegment only #theapexshow

Azimuthdental So do you think dentists should be deciding on selection criteria for patients? @markoborn #theapexshow

markoborn @Azimuthdental not sure what you mean Kevin #theapexshow

Azimuthdental @AzimuthDental @markoborn #theapexshow Sorry, I mean actually selecting what they are looking for in a pt in each market segment

markoborn @Azimuthdental #theapexshow the ideal way to segment is to get inside the head of the patient and see things from their perspective..

markoborn @Azimuthdental #theapexshow… then you can target THAT segment that is right for the patient, does that make sense

mkritzinger @markoborn i’d like to ask you some of the standby questions we prepared in this time #theapexshow

mkritzinger @markoborn how does this targeting translate to your web design? #theapexshow

markoborn @mkritzinger images and words need to reflect the target market, this will be different for each page #theapexshow

mkritzinger round 5 @markoborn how soon and how do you measure if your targeting + tailored marketing is working? #theapexshow

markoborn @mkritzinger Part 1: you must run analytics on each page, and monitor conversion rates from each page #theapexshow

markoborn@mkritzinger Part 2: contact forms on each page should have individual analytics so you can see which one is filled in #theapexshow

markoborn @mkritzinger Part 3: with analytics running you should monitor any changes you make to check conversion rates #theapexshow

mkritzinger GONG! That’s the end of this week’s show I hope you enjoyed it – please join us for the next one http://tiny.cc/schedule17 #theapexshow

mkritzinger For more info about @markoborn’s course visit http://markoborn.com/dental-marketing-courses.html #theapexshow

mkritzinger@markoborn thanks so much Mark, you’ve been a superb interactive guest thank you for pushing the boundaries with us! #theapexshow



markoborn yes Richard better late than never, but I’m going for my tea now #theapexshow (Broadcasting live at http://ustre.am/aWdn)

markoborn Goodnight everyone, see you all soon. Mark #theapexshow (Broadcasting live at http://ustre.am/aWdn)



mkritzinger @AzimuthDental thanks for your feedback Kevin! #theapexshow

mkritzinger @markoborn thanks Mark! as always, you practice what you preach so kudos to you for showing us the power of the internet 2night #theapexshow