External Marketing Checksheet.indd

The Masters of Marketing Administration is an educational advancement for training of business owners and their administrative and support staff on the Viva System—a system that puts in place the
ideal residual business model for consumer
acquisition, loyalty and retention.
Copyright © 2018 by Gregory Hughes, Viva Concepts, LLC. All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. Printed in the United States of America. First Printing, 2016


Student Name Date Name of Practice External Marketing Training Checklist
Purpose: To train the student on the different types of external marketing and how to best market for their office.
Checklist: A Checklist is a step by step method of learning a subject. The Checklist is always done in sequence and the student must pass each step where indicated or required on the list.
Instructions: Do each step of your training sheet in order. Where indicated, have another student or instructor, sign off on your training sheet.
1. READ: Read the “Introduction” to this course on page 1.
2. DEFINITIONS: Read and learn the definitions listed below. With each word that is defined below, write a sentence of your own to illustrate your understanding. The list of terms below are explained in bold directly below the list.
• Pay Per Click (PPC) • Google Ad Words • Search Engine Optimization (also called SEO)
• Website • Hosting • Website Hosting
Google Ad Words: AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. When people search on Google and click and AdWord, it cost the business every time someone “clicks” the ad. This is called pay-per-click.
PPC stands for pay-per-click, which is a method of internet marketing where businesses, who want to advertise on the internet, pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.


Search Engine: a search engine is a method of typing a key word or words into an internet search engine company (like Google, Yahoo or Bing) and the search engine program search internet sites and give you a listing of companies or areas to find the information you searched for. For example, if you type a key word or phrase into the Google Search Engine, like “hairdresser in Los Angeles,” the search will give you a listing of “Hair Dressers” in the Los Angeles area.
Search Engine Optimization: this is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Website: a website is a location (or address) connected to the Internet that maintains one or more pages on the World Wide Web.
Hosting: means to store (a website ) on a server or other computer so that it can be accessed over the Internet. An example of a hosting company is “Godaddy.”
A web hosting service is a type of internet hosting service that allows individuals and organizations to make their website accessible via the World Wide Web. Web hosts are companies that provide space on a server owned or leased for use by clients, as well as providing Internet connectivity, typically in a data center.
3. ESSAY: Write an essay using the terms you just looked up in the dictionary. In writing your essay, use the terms in their correct usage as if you were describing your own office and how each of these terms could be used for marketing a practice.
4. READ: Read page 4 and 5 entitled “Key Marketing Platforms & Methods.
5. DIAGRAM: Make a diagram of the different marketing platforms. Simple use round circles with the “type of marketing being used” and place the type of marketing in the circle. Show all 8 types of marketing platforms in your diagram. Once your diagram is complete, put a * by each circle that your office is using.
6. READ: Read page 8 and 9 entitled, “Google Ad Words” and “What Google Ad Words Look Like.”
7. DRILL: Go on the internet and do a “Search” on Google using the following search words: dentist in ________ (your city). Simply search “dentist in Pasadena” if your practice is located in Pasadena. When the search comes up, look at the “Ad Words” that come up, which are paid ads from dentists in your city. Click the “Google AdWord” to see what happens and where it takes you.


Do 5 more searches on the Google Search Engine. Pick whatever topic you want,
like “plumber” or “hairdresser” or “Italian Restaurant in (your city)” etc. Each time you search, click the “AdWord” to see what happens.
8. DRILL: As an example to see what it cost to use Google AdWords, use your practice where you work for the following math lesson. You have a budget of $1,000 per month to buy AdWords so the name of your practice comes up on the first page when someone searches for a “Dentist in (your city)” when they type in the Google search engine. Your Adwords cost $6.50 per click when someone “clicks” to go to the website of your doctor’s practice.
How many people can “click” on your AdWord with your $1,000 monthly budget?
If 50% of the people who clicked to your site actually ARRIVE for a consultation in the office, what is the cost per patient?
Note: If you have trouble with this math, move on to your next step, the instructor will check on you and assist you through the math.
9. READ: Read page 12 and 13 entitled “Yelp Advertising and Sample of a Yelp Ad.” 10. ESSAY: Write an essay on your understanding of what Yelp advertising is about
and how it works?
11. DRILL: Go to the internet and search for “dentist in (your city).” Scroll down until you find something like, “Best dentists near (Your City), CA – YELP. Click the listing to open it so you can see the YELP ads and listing of dentists with their reviews.
Do 3 more searches for “Dentists in (name a city), CA” and click the YELP listing so you can see the YELP ads and reviews for dentists who are using this service.
12. READ: Read page 14 entitled, “Yelp vs. Google”
13. READ: Read page 18 entitled, “Website: Today’s Yellow Pages”
14. ESSAY: Write and essay on what it should cost to get a new website done for
your practice. Assume that your website needs about 50 to 60 different pages, as you will need pages for: About Us, Services, Testimonials, Patient Forms, Contact Us and Payment Options. Give an approximate cost of a website for your practice based on what you have just read.


15. READ: Read page 20, entitled “Search Engine Optimization.”
16. DRILL: As you have just learned, Search Engine Optimization simply means
that when you search for a dentists in your area, your office website will appear or come up close to the first page, but only if your website has been programmed by an SEO company. Go to the Google Search Engine and type in “Dentist in (Your City, CA)” Write down where your practice website is located? On the first page? The 2nd page? The 3rd page? Find where your practice website is located and write down where it is located as part of this drill.
17. READ: Read the section called “Land Marketing” beginning from page 22 through page 29.
18. DIAGRAM: Draw a pie chart showing the “percent” of how patients in your area want to be contacted? You can study the chart on page 22 for your reference in making your chart.
19. ESSAY: The “DMA” is a short name for Direct Mail Association. Write an essay on which type of marketing performs the best, based on their annual 2015 Response Rate Report.
20. ESSAY: Get a sheet of paper and write down the FOUR FACTORS, in correct sequence, that make direct mail work. Write these Four Factors 25 times on the same sheet of paper, repeatedly, and in sequence so you know them cold.
21. ESSAY: Write down the TWO guidelines to choosing a GOOD OFFER. Give an example of an offer that addresses the broad public (in other words, a service that everyone knows they need...a service the public are very aware of).
22. DRILL: Give several examples of a GOOD OFFER. Then give several examples of a BAD OFFER. Write down what you think would be a GOOD OFFER for your practice? Include what you think the price of the offer should be?
23. ESSAY: Write down a real life example of when you receive mail and what causes you to OPEN certain pieces of mail? Refer back to page 25. When you go through your mail, what type of mail piece “STOPS YOU” and causes you to “OPEN” or “LOOK AT IT!”
24. ESSAY: In your own words and experience, explain why “Junk Mail” goes in the trash and why “Aesthetic Mail” has a higher open rate.
25. ESSAY: Explain WHY repetition is so important when doing direct mail? In your essay, tell why you would never mail only once to a cart route?


26. ESSAY: Why is the subject of Call Conversion so important? Explain what happens to the marketing cost if a receptionist cannot convert the calls coming into the office.
27. ESSAY: Write and essay explaining the two factors that can waste the marketing dollars of the business?
28. DRILL: Work out the following cost with this information: Your office receives 30 new patient calls in one month from your marketing efforts. If the office only converts 10 calls (and loses 20 as these do not make appointments), what is the lost revenue from the 20 calls?
Take into account that the average new patient, across the U.S. will spend $900 the first year and the cost to get that same patient to call the office averages $250 per patient.
This means that every patient that is LOST will cost the office $1,150. If every lost patient cost the office $1,150, and you lose 20 patients...what is the total lost revenue for the month?
29. DRILL: Do the same exercise that you just did above (in Drill #28) but this time the office converted 20 patients out of 30, losing only 10. How much more revenue did the office make due to the higher conversion rate?
30. READ: Read page 32, entitled “Internal Marketing.”
31. DIAGRAM: Assume that the cost of a new patient in your office, from external
marketing is costing $300 per patient. Make a diagram to show what the cost of the patient would be if you have an internal referral program that generates another new patient into the office from referral. Now, add to your diagram to show what the cost of the patients are if you have a 2nd generation referral (this means if Sally referred Bill, and then Bill referred his friend Bob. Bob would be a 2nd generation referral.) Now, add to your diagram if there was a 3rd generation referral and what is the cost per patient.
32. ESSAY: Explain in your own words why you would never run a large external campaign without an internal referral program well in place and working?
33. READ: Read pages 36 – 37, entitled “Marketing Scale of Importance.”
34. DIAGRAM: Draw a diagram showing the scale of importance showing each
type of marketing and where it belongs on the pyramid of Marketing Importance.


35. READ: Read the section entitled “External Marketing” beginning with page 39 and going through to page 52.
36. LEARNING DRILL: Draw the Marketing Scale of Importance until you can draw it by memory with the labels on each section of the pyramid.
37. ESSAY: Describe in your own words the meaning of “Market Share.”
38. VERBATIM DRILL: Learn the “Formula” verbatim (which means word for
word) to increase Market Share:
1. Differentiate Your Business:
Branding: Create a strong brand, logo, colors, something unique that stands out.
2. Know Your Target Public:
Females and children are the single largest target public in building long term practice growth.
3. Promote Your Business:
Neighborhood and Community Marketing: Neighborhood Mailer plan & community marketing, starting with local surrounding business owners and their employees.
Once you have learned the formula by memory,
39. REVIEW: Start at the beginning of your workbook and read from Page 1 through Page 52: Do this straight through, with no drills, no diagrams or essays. Just study the pages at your own pace to capture a better understanding of the materials.
40. DRILL: Give a 3 step PLAN for Neighborhood Ownership for your practice. To do this, do the following:
a) Go to the internet and search for “Every Door Direct.” Type the following into the browser:
https://eddm.usps.com/eddm/customer/routeSearch.action
The page will look like this: (top of opposite page)


b) Type the address of your practice where it says, “Search for full address.” Be sure to put your street address, city and state.
c) Use your mouse and “mouse over the routes inside the circle.” They will turn a purple color. When it turns purple, click your mouse and the purple will remain highlighted. Now, click all the cart routes in the circle.
d) After you have clicked all the cart routes in the circle, it will give you the total number of addresses in the right hand column. Write this number down.
e) Now, multiply the total addresses you wrote down by a 3 (a minimum of 3 mailings per year to the SAME cart routes). This will give you the total number of direct mail pieces you will have to mail for a one year plan.
f) Now, use the number from e) above, which is the total number of mailings for a one-year direct mail neighborhood plan, and multiply that number by .65 (sixty-five cents per mailing piece). This will give you the annual budget for
the year. You can divide your total annual budget by 12 months in a year, which will give the monthly cost of your neighborhood campaign.
41. DIAGRAM: Do a diagram that illustrates how the External Marketing to Local Businesses works, using the Black Gift Box with Vivapaks.
42. ESSAY: Write an essay explaining the average size business, how many employees they have, and how many people are in each household. Explain why the business receives 9 Vivapaks in the Gift Box?
43. VERBATIM & WRITING DRILL: Write down the script, twenty times, one after the other, of “How to Hand Out the Gift Box” so you learn and remember it. After you have written the script 20 times, now learn the script verbatim (which means word for word) so you know it cold!


44. FINAL ESSAY: Write an essay about this course. In your essay give examples of the different types of marketing that can be done, how a search engine works with search engine optimization, and how GoogleAdWords work, what are the base 4 rules of direct marketing and then give your understanding of “Community Ownership” and give some of the things that could be done so your dental practice could completely “own the community. ” Give examples in your final essay of different community program you would like or think are good programs for your office. Choose programs that you would feel comfortable doing! Remember, you can’t “choose a wrong one!” You can use your workbook to refer to in doing this final essay.
Turn all worksheets into the supervisor and ask for the exam.
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