You’re paying Google tax, why not make it count?

by Stewart Roode | Dec 12, 2019 | Advertising, Business growth, Communications, Inbound marketing, Online marketing, Patient journey, Performance reporting

We’re all paying a Google tax. It has a monopoly, or near enough, in online search around the world. Some countries want to enforce fair competition but the juggernaut, based in the US, ploughs on. Alphabet Inc, created through a corporate restructuring of...

The ortho war spreads to Australia

by Jonathan Fine | Dec 4, 2019 | Advertising, Branding, Communications, Compliance, Cosmetic dentistry, Orthodontics

Another day, another fight between disrupters and agents of the status quo. Invisalign and the direct to consumer firms SmileDirectClub, EZ Smile and WonderSmile are being investigated in Australia over claims of secret dentist incentives and the less serious crime of...

Videos that deliver new orthodontic patients

by Jonathan Fine | Jan 9, 2019 | Advertising, Communications, Orthodontics, Video

This week one of my clients sent me a video by the American Association of Orthodontists (AAO) that I think nails the message that practices with Specialist Orthodontists in the UK and Ireland should be sending out. It’s short and punchy, conveying a simple idea:...

Another howl of impotent rage against change

by Zac Fine | Aug 1, 2018 | Advertising, Branding, Communications, Online marketing

Interesting column by Kevin Lewis in Dentistry magazine last month. He argues that it’s vulgar for dentists to build their personas by marketing their skills and personalities like celebrities do. The best dentists let their work speak for itself and the GDC created a...

4 tips if you think dental awards are worth it

by Jonathan Fine | Feb 7, 2018 | Advertising, Business growth, Communications, Online marketing, Website

In the last two months no fewer than four of my clients have won significant national dental awards in the UK and Ireland. The question is do they actually do your practice any good or are they a waste of time and money? The awards are free to enter, they typically...

Caution! Gen Z are cynics who don’t believe in your brand

by Zac Fine | Dec 20, 2017 | Advertising, Branding, Communications

We meet the most interesting people on our video shoots. A few weeks ago we interviewed a patient for a client in London, and we realised her expertise on brand authenticity — a critical factor for dental practices — would be gold dust to our readers. Ilaria...