​ It's hard to find someone who disagrees with the belief that video is the best medium for marketing. Rich, moving images blended with audio and effects, quality video production is the most interesting way to roll out your message. The viewer can just sit back, watch and view the details. Everyone wants video; the only pushback is the cost. Profe...

Every business has an important value proposition to make for its prospective customers. In the case of a fee-for-service medical or dental practice, doctors must focus on several points of validation for themselves and their practice in addition to explaining the value of procedures and services. It can get complicated, and a practice's message ca...

We define sales as person-to-person communication that results in a resolution. When a sale is completed successfully, it should be a win for both parties. Seems simple enough, right? Actually, it's not. Since humans are executing that person-to-person communication, this is the source of plenty of noise. Verbal communication to build value and exp...

​ When it comes to advanced or elective services for both dental and medical practices, we can all agree the market needs educating. Therefore, you approach marketing to educate the customer on the value of your services and procedures. You and your services have a highly desirable and worthwhile value, right? Well, when your message agrees with th...

Most business owners, including dentists and doctors, are familiar with the vital importance of listening to prospective customers. In the case of a medical or dental practice, these customers are both patients and prospective patients. In 7 Habits of Highly Effective People , Stephen Covey said it best: "Seek first to understand, then be understoo...

When I speak at dental or medical meetings, I pose the following query to the doctors: "If everything is equal, would a new patient choose you over a competitor based on your education and experience?" It's a trick question. All thing are NOT equal. You can be the very best, but if your media is not communicating, then too much noise will block you...

There are plenty of starting points when addressing the issue of noise in your marketing efforts. I like to start with a concept that makes the most impact on all aspects of your marketing: Metrics. Using metrics for decision-making may seem like an obvious practice, but in most cases, this one idea challenges business owners on several core habits...

As we head into 2018, a productivity gap is forming between practices that embrace the power of content marketing and those practicing old keyword and search strategies. In the coming year, you can expect that productivity gap to grow even more, specifically for small, niche businesses like fee-for-service or advanced medical and dental practices. In other words, you either know the most productive way to market on the Internet or you don’t.

Content marketing and its related tools are designed to leverage the Internet’s communication possibilities according to how people use the Internet now. As communication evolves on the Internet, the way we use the web changes, the tools we use change, the sites and portals we use change ... It all changes. 

I recently took part in a customer focus testing of a web application. A group of people were brought in to a small room with a laptop and asked to go through a series of tasks related to the web application that was being developed. The test was being videotaped; based upon the results of the test the application was going to be either revised or released.