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    The ADA Practical Guide to Internal Marketing: The Key To Dental Practice Success (English Edition)

    Por ADA Council on Dental Practice

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    Promoting your practice just got easier with the expert advice of the ADA.

    With chapters devoted to cultivating referrals, developing practice newsletters and websites, and utilizing social networking profitably and responsibly, The ADA Practical Guide to Internal Marketing shoes you how to grow your practice using tried and true standbys, as well as the newest technological innovations.

    A valuable resource for both dentists and the dental team, Internal Marketing will help develop relationship building and marketing skills that will take your practice to the next level.

    Table of Contents

    Chapter 1: Building Relationships – The Key to Internal Marketing

    Learning Objectives
    “Rx” for a Welcoming Office
    Generating Referrals
    The Value of the Dental Team
    What Internal Marketing Can Do for You
    Summary

    Chapter 2: Your Role as a Dentist in Promoting Your Practice

    Learning Objectives
    Practice Atmosphere and Décor
    Dental Office Design
    Feng Shui 101
    Demonstrating Quality of Care
    It’s Not What You Say, But What You Do
    Summary

    Chapter 3: Your Dental Team as a Marketing Resource

    Learning Objectives
    The Power of Your Dental Team
    Welcoming Patients to Your Practice – Telephone Skills
    Greeting Patients in Person
    What Front Office Staff Should Wear
    Tips for Discussing Treatment Fees
    Promoting Your Practice in the Community
    Training Your Team
    Motivating Your Team Through Incentive Programs
    Summary

    Chapter 4: Building Your Business Through Word-of-Mouth Referrals

    Learning Objectives
    Why Word-of-Mouth Promotion is Important
    Enhancing Patient Relations to Generate Referrals
    Identifying Your Referral Sources
    Referrals from Other Dentists and Health Professionals
    Asking for Referrals from Patients
    How to Thank Patients Who Refer to Your Practice
    Summary

    SECTION II: ADVANCED TACTICS

    Chapter 5: Measuring Patient Satisfaction

    Learning Objectives
    Why Measuring Patient Satisfaction is Important
    Commonly Used Types of Surveys
    Focus Groups and Personal Interviews
    Professional Patient Studies
    Creating Your Own Survey
    The Role of Your Staff in this Process
    What to Do with the Results
    Summary

    Chapter 6: Your Electronic Practice Newsletter

    Learning Objectives
    Why Do I Need a Practice Newsletter?
    Electronic Newsletters
    Print Newsletters
    Design and Production Choices
    Content Areas You Want to Address
    How to Ensure an Ethical and Legal Approach
    Use an Effective Writing Style
    Distributing Your Newsletter
    Summary

    Chapter 7: Developing Your Practice Website

    Learning Objectives
    Benefits of a Website for Your Practice
    Determining if a Website is Right for Your Practice
    Information That Can Be on Your Website
    The Structure of Your Website
    Safety First: Legal FAQs
    Website Privacy Policies
    Website Accessibility
    HIPAA
    The Decision is Up to You
    Optimizing Exposure to Your Website
    Welcome to Blogging!
    Summary

    Chapter 8: Understanding the Basics of Social Media and Marketing Your Practice

    Learning Objectives
    What is Social Media?
    How Social Media Can Help Market Your Dental Practice
    Types of Social Media
    Planning Your Social Media Strategy
    Online, But Not on the Hook
    Summary
    Descargar eBook Link updated in 2017
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