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OCTOBER 2019
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Word of mouth — it’s long been lauded as the most effective form of advertising. However, it’s also one of the hardest to encourage and track, leading many orthodontic offices to focus their marketing efforts elsewhere. But thanks to social media, we can catch a glimpse of just how powerful happy patients eager to refer your new business can be. Our team recently came across a Facebook post looking for recommendations for an orthodontist. In no time, this request had over 40 comments as former patients rushed in to give their two cents. Each offered glowing recommendations for multiple offices, praising doctors, staff, service, and more. TELLING SMILES The Value of Word of Mouth “Farina Orthodontics! He’s great and local,” one comment read. “Seymour ortho is awesome!! Definitely use them!” said another. And the praise just kept coming, with people writing to say things like “Love Dr. Seymour and his staff!” and “My daughter just started about a month ago, and we love everyting about this office!” If this online conversation happened in your area, would your office make the cut? Building a fanbase eager and willing to send you new patients takes time and effort, but it can be incredibly worthwhile. According to The Nielsen Company, 92% of consumers say they believe the recommendations of their friends and family, and 88% trust online reviews. This trust is important because it can translate directly into higher margins for your office. Marketing software specialists Annex Cloud report that referred customers are more loyal than those won over by other forms of advertising. In fact, they have a 37% higher retention rate, meaning they’re far more likely to stick with your office long term. Plus, in that time, referred customers spend an average of 200% more than other customers. But the best part of all is that a referral is the gift that keeps on giving — Annex Cloud found that referred customers are four times more likely to tell their friends and family about your business. While word-of-mouth marketing is as old as human history itself, it’s never been more critical to strive for referrals. Thanks to social media, people have access to an extended network of
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friends to get advice from. In fact, according to HubSpot, getting a referral to a service over social media makes it 71% more likely a person will choose that service. As those 40-plus comments praising various orthodontists show, having fans online is something any office needs to stand out. Pursuing referrals can feel difficult, especially because “organic” word-of-mouth marketing can be so difficult to track. However, by engaging with your customers regularly, whether over social media or through mailers, you can stay top of mind and increase those odds that they bring you up in conversation. You can also put together a referral campaign that incentivizes patients to win you more business through discounts or prizes. Of course, when it comes to word of mouth, there’s no substitute for providing unparalleled service. The Facebook post we mentioned at the beginning was crowded with comments praising every aspect of local orthodontic offices. People weren’t just bringing up how they were happy with the end results of their procedures; they were also letting the world know how much they “loved” the staff, the service, and the doctors themselves. More than just price or “getting the job done,” an all-around positive experience was what mattered most to these patients. This is an important reminder that it pays to care for patients before and after they are in the chair. A friendly receptionist, skilled assistants, and timely follow-up communication can make all the difference in a patient’s opinion of your office. When someone walks out of your business ready to tell their friends how excellent their orthodontic appointment was, that’s something to smile about.
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PUT YOUR BEST CARD FORW
Successful Business Card Etiquette in 3 Different Countries
The business card is a nearly ubiquitous way to give your name, position, company, and contact information to potential clients and business partners all over the world. And while the exchange of business cards in the United States does not come with a lot of pomp and circumstance, that is not the case in many other countries. If you find yourself in one of the following places, remember these tips about exchanging business cards.
Japan
Known in Japan as meishi , the exchange of business cards comes with a lot of ceremony. Present your card with both hands, as this gesture is seen as respectful. Japanese culture places a lot of value on hierarchy and status, so make sure your title is listed prominently. When receiving a card, take a minute to look it over and comment on it. Immediately putting it away is disrespectful, and once you’re done looking at it, put it in a cardholder, folder, or binder.
China
In China, as in many other countries, having your credentials and contact info in English on one side and in the local language on the other is good practice. Gold lettering is considered
PRODUCT SPOTLIGHT: ORTHO2’S EDGE CLOUD SOFTWARE
Everything Your Practice Wants and More
Edge Cloud is Ortho2’s premier cloud practice management system. For more than 35 years, Ortho2 has revolutionized the way orthodontists use technology in their office, and Edge Cloud is no different. With no servers, no need for backups, and everything built into one system, Edge Cloud will keep your practice running smoothly. Edge Proposal Setting contract terms has never been easier. Edge Proposal allows your responsible parties to adjust the terms of the contract before signing with an interactive financial slider. Your office sets the parameters they are comfortable with, and your responsible parties do the rest. After the terms are selected, a summary is sent to the responsible party, and the terms are applied within Edge Cloud. Responsible parties can even select from predetermined treatment options. After the selections have been made, a summary will be provided with the grand total of treatment including all costs, insurance adjustments, and incentives if applicable. Online Scheduling Today’s patients and responsible parties live online. Allow them to schedule an exam with your office from your website in just a few clicks. Edge Cloud’s Online Scheduling allows you to set the parameters of the appointment — the type of appointment that can be scheduled, which office location and/
or orthodontist to use, and available times. Once an appointment is scheduled, it automatically displays in the Edge Cloud Scheduler.
Edge Specialist Edge Specialist now includes your pediatric dentistry needs — expanded tooth chart, updated financials, insurance, and more. Edge Specialist is fully integrated into the Scheduler so you can see and/or filter your schedule by specialty. You can even search for an appointment based on specialty in the Smart Scheduler. Additionally, the tooth chart has an easy-access list of procedures, so you can quickly add an item to a tooth as a planned procedure. The treatment chart includes an area to take notes about planned procedures and a place to view or alter billing codes and fees.
For more information about Ortho2, contact a Regional Manager at sales@ortho2.com or 800.678.4644.
As an Ortho Technology and Henry Schein client, you are eligible for an exclusive $1,000 savings on a new Edge Cloud management system!
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TAKE A BREAK
RD
auspicious, and if your business is relatively old, make sure the year it was founded is on your card. The practice of giving and receiving cards is very similar to that of Japan. Finish the exchange with a bow as a way to thank your acquaintance for meeting with you.
India
Business cards are exchanged even in nonbusiness interactions in India. Much like hierarchy and status are valued in Japan, academic achievements are valued in India, so list your university, degrees, and honors along with your other information. When exchanging cards, always give and receive them with your right hand. This is also common practice in many Middle Eastern countries. Exchanging business cards the wrong way probably won’t be detrimental to your business deal, but learning the proper etiquette in the country you’re visiting can go a long way in starting a professional relationship on the right foot.
MAKING STRIDES
Ortho Technology Stands Against Breast Cancer
Earlier this October, Ortho Technology took steps to combat cancer — literally! Our team donned our running shoes and best pink outfits and joined the American Cancer Society’s annual Making Strides Against Breast Cancer walk. Together with other volunteer teams, we raised money that went directly to research grants, as well as to personal assistance and support services to patients. The event was a huge success with our team alone raising hundreds of dollars for this important cause. Each member had their reasons for standing up to breast cancer, but we all came together to say “enough is enough.” We applaud the efforts of the American Cancer Society and look forward to attending this event in even greater numbers next year! Want to get involved? Check out the link to our team’s page on our Facebook page! Your office can even form your own team and participate in walks in your community!
Month, we launched our Get Pink sale. All month long, we’ve been highlighting pink orthodontic equipment, from ULTRA-GUARD mouthguards to retainer retrievers, and donating a portion of the proceeds to the Henry Schein Cares Foundation. The HSC Foundation is dedicated to “helping health happen” by expanding access to care for at-risk and underserved populations. This
includes making mammograms available in communities that may not have otherwise had the option for this vital step in fighting breast cancer. Thank you to our volunteers and the many supporters who participated in our Get Pink event. Together, we’ve made strides to make breast cancer a thing of the past. While it may be outside our orthodontic wheelhouse, I think we can all agree a cancer-free world is something to smile about.
Of course, we didn’t stop with just this one event. In honor of Breast Cancer Awareness
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INSIDE What Are People Saying About Your Clinic? PG1
International Business Card Etiquette
PG2
Management Systems to Give You an Edge PG2
Take a Stand Against Breast Cancer
PG3
Green Up Your Camping Trip
PG4
5 Ways to Make Your Camping Trip More Eco-Friendly
have, borrowing from a friend, or buying used equipment before you head to REI. Using what you have leads to less eventual waste. 2. Go Natural When choosing soap, toothpaste, makeup, sunscreen, and bug spray for camping, always pick natural options that will biodegrade quickly and won’t pollute the water. Stay away from waterways while brushing your teeth, and avoid sunscreen and bug sprays that are water- soluble or toxic to animals. 3. Try DIY Making your own snacks and buying in bulk can help you avoid single-use plastic packaging, which inevitably becomes trash. Try baking your own granola bars and securing them in beeswax wrap, tossing homemade snack mixes in reusable Stasher bags, and bringing bulk oats for breakfast in repurposed jars. 4. Cook Smart Ditch gas when you camp by packing in a battery- or solar-powered burner CAMPING LIGHTLY
to start your fire without harmful chemicals. If you’re cooking over the
campfire, be sure to burn smart, too. Tossing aluminum cans or random trash in with your kindling can pollute both the air and the food you’re making. 5. Pack It Out “Leave no trace” is the camper’s motto. Ideally, you should leave your campsite pristine apart from extinguished coals and flattened grass. Bring reusable bags to pack out your trash and other items to recycle and/or compost. Food scraps don’t always biodegrade quickly in nature — in fact, according to The Guardian, banana peels can take two years to decompose. There’s nothing quite like spending a few days in nature, enjoying the fresh air, lush trees, and peace and quiet. If campers do their part to preserve the health and beauty of our national parks, everyone can enjoy them for years to come.
During the 35-day government shutdown that stretched from late 2018 to early 2019, National Park Service workers were stuck at home without pay. Meanwhile, Yellowstone National Park trash cans overflowed with fast food wrappers and plastic water bottles; broken sleds and beer cans piled up in the Lassen National Forest; toilets in Yosemite National Park backed up and dumped waste into the places we’ve deemed most precious. Months later, our national parks are still struggling, but nature lovers can take steps to be more eco-friendly while camping in any outdoor setting this fall. Here are five green ideas for your next campout: 1. Say No to New Before you leave town, inventory everything you’ll need for your trip. If gear is on the list, try repairing what you
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