While looking through some information and blogs about search engine optimization (SEO) I ran across an interesting conversation about guarantees. This lead me to think about what dentists and orthodontists could comfortably guarantee in their practices.
The conversation was between an SEO company that guarantees page one placement of your website or you don’t pay. Several other SEO experts were arguing that this was unethical and no “real” SEO company could guarantee your placement because Google even states that no one can guarantee search engine placement.
But did you notice the difference? They are not guaranteeing a specific position with Google, they are only promising “page one” positions. The point is that no one can promise you the number one spot because no one outside of Google knows the algorithm to make that happen for sure. But when you know what you are doing, you can promise a position on page one. And if you really know how to use social media you can promise multiple positions on page one. (yup, we can do that)
So with all of this in mind, knowing that orthodontists and dentists almost never offer a guarantee, what can you offer to put your patients minds at ease? Can you guarantee polite and prompt service? How about your call being picked up in 3 rings or less? Maybe even that your patients will never wait more than 10 minutes for their appointment or their next dinner out is on you?
The marketing idea here is to find a way to create what is called a risk reversal that is completely ethical, totally within reason to expect, and takes some of the uncertainty out of choosing the right doctor.
That’s my dental/orthodontic marketing idea for today. Let me know your thoughts, concerns, and comments by leaving them below. I look forward to the conversation.
Bye for now,
Brian
