Hispanic Dental Marketing : Ed O' Keefe Talks About Nurturing the Third Herd in the Business

There are three kinds of herd in the business of hispanic dental marketing. The first herd in hispanic dental marketing is composed of the current patient base and inactive patient base, which should be nurtured monthly and offered more services every single month. The second herd in hispanic dental marketing is composed of all the people that we have relationships with, which are our friends, family, and all the business owners that we go on the other end where they call us and we write our checks to. Now, I'm going to talk more of the third herd.

The Third Herd:

The third herd in hispanic dental marketing is what I call the “interested but not ready herd”. Or you may consider them as your lead. Before in my other articles I talked about lead generation marketing. Now, let's say for example that we're going after cosmetic dentistry, and we call on a patient and ask him this question: “Are you embarrassed by your smile?”. And then we have this article that gives them two options:

first, they can call directly to the office just to set up a consultation; or
second, they can come in and get them to call toll free order message hot line number or go to the website to get a frequency awareness report. As time goes on, that group of people who requested builds up in number.

And possibly over a period of 1 year, you might have around 3,000 people or 5,000 people who are on that list. But remember, there are some people on that list who just will never come in. The beauty about marketing with these people and getting a ton of leads of people who are interested is this: we know that they're interested! This is why they requested for a report, which means that they're interested of whatever it is that you're offering them. You get to decide on how you want to do it: you can have headache sufferers; you can go to implant patients; you can do cosmetic dentistry; anything you can do in your hispanic dental marketing. And what I recommend is that you mail them until they ask to get off your list, or after 18 months minimum and they drop off (then you just get rid of them).

How To Nurture And Target The Herd:

Now, take note that this is the herd in hispanic dental marketing that most people fail to nurture. So what do you do to nurture them or target them? For this, what we do is we run a website campaign for the tv, we do radio ads, and we send out tear-sheet mailing wherein they opt in and out of our “funnel” (in this funnel, we mail them a direct mail package, then we go to postcard, postcard, then direct mail package again and all on that time where we send them e-mails at the same time. One of the hardest things in this business is how you manage all of them, because right now, I'm running five different companies under the same umbrella that there's so much marketing that's going on automatically every single month, and there's no possible way we'll be able to manage if we try to use the contact management system or the traditional management software. Now, what we have done for the last couple of years is that we actually work with the company called Infusion and they're speaking our next super conference, and probably in every event. If you would like to sign up for the next event make sure you do and look in on our website over the next days.