Whether you partner with us on a defined design project like a custom logo or an awesome website, or you have an ongoing digital service such as SEO or PPC, Practice Cafe’s tried-and-true collaborative workflows will deliver for you!
When you’re hungry for some fresh, made-to-order marketing for your dental practice, your first contact will likely be with a member of our marketing strategy and sales team. Angie Cannon, a dental marketing veteran of nearly 15 years, is our Marketing & Sales Director. She excels at helping dentists cut through the myriad of marketing options available to find their own sweet spot strategy. Also in Angie’s corner is Jason Whitener, our experienced Marketing Strategy Manager. Angie focuses on helping start-up and transition dentists choose the design services and marketing plans that will best meet their new businesses’ needs and goals. Jason focuses on finding the right balance of digital marketing and traditional media based on clients’ individual goals and budgets, with an emphasis on helping returning clients evaluate past successes and determine how to maximize future marketing investments. Our marketing strategy and sales team is also our resident group of dental demographic experts, serving up Practice Cafe’s valuable demographic reports that have helped hundreds of dentists locate their offices.
At this point, Practice Cafe’s workflow bifurcates, depending on the service(s) you’ve chosen. But unlike the lower jaw bacterial problems you sometimes see with bifurcation, Practice Cafe’s workflow bifurcation is completely healthy and desirable!
Once you’ve decided on the design package or single dental marketing project that’s right for your practice, our strategy and sales team will prepare to pitch your job to our creative team. During our pitch meeting for your project, the forms and other information gathered during the planning and sales process will be passed onto an assigned team comprised of a Client Rep, Content Strategist, and any designers and web developers who will be involved in the creation of your print and/or web marketing materials.
In addition, we use our pitch meetings to brainstorm ideas for clients’ projects, including practice name ideas, and to identify details that still need to be discussed with you. Admittedly, these meetings also represent an impressive consumption of snacks. Our snacks are important to us! Pitch meetings at the dental cafe are chock-full of fun and collaborative energy because we genuinely enjoy what we do, and we love our team. We look forward to helping you get new patients through your chosen dental marketing projects!
After the pitch for your job has taken place, Angie or Jason will email you the name and contact information of your Client Rep along with any deadline that has already been set for your first project.
Design Project Management
When you partner with Practice Cafe, you’re assigned a capable and friendly Client Rep who serves as a liaison between you and our creative team of designers, content strategists, and web developers. Our Client Reps—Kelly Manalo, Rachel Anthony, Brittany Corwin, and Mallory Huntley—make it their mission to provide you with remarkable customer service. They’ll work with you to gather any remaining information that our team needs to effectively execute your marketing, and they’ll answer questions you might have about the upcoming design process. (We know the unfamiliarity of it can make you feel a little anxious.)
Your Client Rep will also guide you through the timing of what needs to happen and when, staying in close touch and communicating clearly so you feel informed about what we’re doing for you and, when applicable, what we need from you to move forward. Scheduling and time management is critical in the months, weeks, and days preceding the launch of a dental practice marketing plan. We know you’re dealing with a lot of moving parts, especially if you’re a start-up practice, and you want a Client Rep who will stay on top of your marketing and designs, helping you keep all the balls you’re juggling up in the air. Practice Cafe Client Reps are here to get the job done for you.
Design and Copywriting
Through years of experience, we’ve found it to be most efficient and effective for clients to have one primary point-of-contact during each phase of our workflow. During the planning phase of a new job, your marketing strategy and sales contact is this person; during the design phase, it is your Client Rep. Behind the scenes, we have a team of wonderfully creative and hard-working people who contribute their print and web design skills and content development expertise to your marketing. Your Client Rep will coordinate with these team members, communicating with them for you as we create eye-catching, effective marketing materials and set up successful campaigns that will achieve your vision and help grow your dental practice.
Printing and Coding
Upon your official approval, final print designs move into our fulfillment department. The kind of project determines what happens next. External marketing pieces that will be mailed go to our Fulfillment Coordinator, Jamie Ledford. Jamie coordinates the extensive in-house proofing that all of our dental mailers pass through before being printed, then she works with our design team to get your piece uploaded to our printer vendor partner, a commercial printing company we trust and work with on a daily basis (and have done so for many years). We consider our print partner an extension of our own team, and you’ll find our reps there at our company’s Thanksgiving potluck every year.
Stationery print orders (business cards, letterhead, and envelopes), as well as internal marketing pieces such as referral cards and rack cards, go first to your account’s Client Rep, who will then involve our accounting department for your order. Together with our printer, we strive to ensure quality products and helpful customer service at the most competitive pricing we can offer.
For websites, when you’ve approved the final round of your dental website, it will also pass through in-house proofing of the content before final tweaks are made to the code to make sure it launches with best-practice SEO principles in place. At this point, many of our website design clients want to take their dental websites to the next level with ongoing SEO, pay-per-click (PPC) advertising, and/or other social media management. Take a few minutes to learn more about our Ongoing Digital Workflow. We’d love to put our flow to work for you!
Mailing and Website Launching
Together with ongoing marketing campaign strategy, we also take care of our clients’ dental mailing list needs. Jason Whitener is your go-to for this! We can target your list to your ideal patient demographic based on distance from your office (by radii and zip codes), dwelling (home) type, and estimated income levels, among other possible parameters. We run reports and make maps to help you visualize where the households on your mailing list are and to determine additional areas of opportunity. We often get asked if we can do saturation mailings in addition to targeted mailings, and the answer is yes! When it comes to your mailing schedule, Jamie Ledford analyzes relevant local scheduling concerns (school calendars and local events, etc.) to determine optimal time periods for each of your mail drops. In dental marketing, good timing is almost as important as an appealing piece to mail!
For the duration of your mailing campaign or enrollment in one of our flexible direct mail programs, Jamie will stay in touch with you about your remaining mail drops as they’re scheduled to happen, and Jason will be in touch about the status of your campaign’s success and opportunities for improvement. Our team will also keep in contact with you regarding how to maintain a campaign status of “active” for continued protection of your mailing list.
The launch of a new dental website can be as exciting as the anticipation of calls from a new mailing campaign! After final proofing and coding work has been done, websites are uploaded to the web where they can live, thrive, and work 24/7 for you in their natural habitat. We’ll also give you access to a personalized website dashboard that has relevant login information, a snapshot of Google Analytics data, and more helpful tips about maintaining your website. (You can get to the sign-in page for this by clicking the blue “Client Login” button in the upper-right part of our website.) When you feel ready to up your dental practice’s web presence, we’re here for you!
The Kickoff Call
When you sign up for digital marketing services with Practice Cafe as a new client, Angie or Jason will have you complete some practice forms so we have the information we need at the onset for a strong digital strategy (similar to your need for patient forms). You’ll then be assigned a digital strategy team based on your digital service(s). Your team will consist of a Client Rep, Digital Strategist, Digital Specialist, and a Digital Manager. After we’ve reviewed your practice information with the strategy and sales team, your Client Rep will reach out to schedule a 30- to 40-minute kickoff call at a time that’s convenient for you. Your Client Rep—Kelly Manalo, Rachel Anthony, Brittany Corwin, and Mallory Huntley—will serve as a liaison between you and our digital marketing team. Our Client Reps are great people, making it their mission to provide you with remarkable customer service. Most of your communication will be with your Client Rep, but the kickoff call is an opportunity for you to hear from your behind-the-scenes digital team and ask them any questions you may have.
Digital Marketing Client Dashboard
We work hard for our digital clients so that they can see the value in the services we provide and want to partner with us for years of success. Transparency is incredibly important to us and to the dentists we partner with. Our digital marketing client dashboard gives you and your Practice Cafe digital team access to real-time data whenever it’s wanted or needed. Your dashboard includes visual representations of the data we talk about the most in our reporting, including organic leads, calls, and rankings for SEO; clicks, conversions, and cost per conversion for PPC; reach and spend for Facebook ads; and overall lead and traffic information. You'll be able to compare key metrics over time to get a clear picture of digital marketing performance! If you happen to have a Practice Cafe mailing campaign, as well, those tracked calls will also show up in your client dashboard.
Your Client Rep is always eager to answer any questions you have at any point in your digital marketing endeavors. And whether you ask questions or not, you’ll hear from your Client Rep multiple times each month since she/he will be reaching out with data insights, ideas and questions for improving your web presence by connecting through community involvement, or simply to find out what’s happening at your practice and how we can help! If you’d prefer more or less communication, please let us know. As with pretty much everything we do, we want to tailor our services to your needs and preferences.
Quarterly Strategy and Reporting
For each of our clients, we take the time to determine goals and strategies for the coming quarter based on your priorities, recent digital growth, and current digital standing. We then make a plan to accomplish those goals. We also send you a comprehensive quarterly report, and then schedule a reporting call with you so you’re fully aware of what’s working, what needs improvement, and how we’re planning to achieve ongoing digital success for you!