A critical moment in Human Interest Marketing is when the patient has reached the end of a course of cosmetic treatment and are about to experience the reveal of their new smile. Sometimes, as in the case of orthodontic treatment, this is a very dramatic occasion – at other times more subtle. This is the…
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Here’s where I am going to suggest that the flagship of the fleet in your marketing collateral is your monthly email newsletter. Yes – that important. This follows on from my previous comments about your weekly blog (also high in importance). Your blog and your newsletter are the places where you can expand into detail…
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In dentistry, I recommend that your blog is published once a week. Please don’t only publish blog posts about how to floss, the dangers of periodontal disease and how implants work. Can we remind ourselves of that old phrase: people don’t care how much you know until they know how much you care….. Back to…
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Having sung the praises of Facebook as your primary social platform, I want to make mention of the term “re-purposing”, which simply means making sure that those valuable human interest posts appear across other relevant social media platforms. There’s no account for taste in this matter and I’ve found that even though the overwhelming majority…
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In the week in which Twitter announce that they are closing down their video application Vine as they post losses of over $100m for the company’s last quarter, Facebook announce sales approaching $7Bn for the quarter and profits of almost $3Bn in the same period. I wonder whether Dr. Zuckerberg has recovered from his son’s…
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The purpose of your SEO (yesterday’s post) is to direct curious (and, preferably, pre-qualified) people towards your web site. In future instalments of this series, I’m going to share with you tips and techniques to increase the flow of those people to your web site via social media management, blogging and your newsletter. In fact, we…
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Let me begin by saying that I know nothing about the science of Search Engine Optimisation (SEO). A term which I suspect most people who run their own business would use at least weekly and about which we all seem to know enough to be incompetent and seldom more. SEO is like life insurance. We…
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Your web site has to capture the attention of those who buzz by. Around 2007 I invested time with Krishan Joshi and the team at Dental Focus in listing the essential ingredients of an effective web site. The Dental Focus home page still contains that material and a new, updated version is in the pipeline…
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  I’m going to spend the new few days creating a mini-series on the subject of Human Interest Marketing (HIM) – a philosophy that begins with the following mantra your most powerful marketing collateral will be the stories you can tell about the people whose lives you have changed for the better We live in…
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