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Get the Media to Do Your Marketing for You

  • Feb 08 / 2014
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Get the Media to Do Your Marketing for You

see the video: https://www.youtube.com/watch?v=A-9ozqoGMxM

Danny Bobrow:

Hello, again, everyone, and welcome to this installment of the Practice Perfection Educational Series. I’m Danny Bobrow, president of AIM Dental Marketing. Today’s presentation is entitled Get the Media to Do Your Marketing for You. Our very special guest presenter is Jess Todtfeld.

Jess is the president of Success in Media, Inc., one of the leading business communication and media training authorities in the US. Jess works with people who want to create tangible results with presentations, speeches, and media interactions. Whether people want to generate more sales or simply feel comfortable and confident in front of the camera, Jess delivers the goods to help them achieve their goals.

Jess has appeared on NBC, ABC, Fox, and Comedy Central’s The Daily Show. While promoting his last book, he set a Guinness record by giving 112 radio interviews in a single 24-hour period. Man, I bet you drink a lot of coffee.  He’s here to give you solid information that you can put into action today.

I met Jess during our speakers’ dinner prior to last year’s scientific session at the American Academy for Oral Systemic Health on the Cleveland Clinic campus.  He had so many interesting perspectives and insights about media coaching for the health professional that I thought we had to get him on this series. In fact, I knew we had to, and because we spoke in the same time slot back in Cleveland, I was deprived of the chance to hear him speak. So, I’m particularly excited to hear what he has to say today, too.

I think you’ll soon agree how fortunate we are that he agreed to spend some time with us, and if you like what Jess has to say, you will absolutely love the special offer he agreed to make to today’s webcast attendees only.  So, be sure to stay for the entire presentation. We expect Jess’s talk to run about 90 minutes.  Please feel free to submit your questions using the question button on your screen. We’ll do our best to get all your questions answer if not during the webcast, then, shortly thereafter.

I am joined today by Carissa Johnson who will field your questions during the presentation as well as present the audience poll, and with that, it is my pleasure to introduce Jess Todtfeld.

 

Jess Todtfeld:

Thanks, Danny. It is a pleasure to be here today and be in front of all the folks that watch and listen and read all of the information that you put out. So, I really want to do a good job and offer plenty of value and make it worthwhile for everyone who has taken time out. So, that’s where I set the bar for myself today, and everybody walks away and says, “Wow, that was really worth it, and I got some great techniques that I can implement right away.” How about that?

 

Danny Bobrow:

That’s what we’re looking for.

 

Jess Todtfeld:

Alright. Today’s topic is Get the Media to Do Your Marketing for You. That would be nice, right? We’ll talk about that. It’s the secret to getting your selected media, the media you’d like to be in front of, to want you as their expert. What can we do? What can we do to make that happen?  First, I want to find out about all of you that are tuned in today so I can best customize what I’m talking about and make it work for all of you.

 

Danny Bobrow:

We just happen to have our handy dandy polling toll.   Those of you who have attended prior education series know that we like to gauge the audience, and we’re just going to take the moment to ask you to answer three polling questions. So, Carissa, if you would be kind to go ahead and present those for us, we will get started.

The first question is just tell us who you are in terms of profession. Are you a dentist, dental team member, or other professional? Just take a moment please.

 

Jess Todtfeld:

Yup. It makes it even better so I can focus in and give you what you need. So, click, click. Pay extra attention today. Turn off those other things, e-mail. Focus and it’s going to be worthwhile.

 

Danny Bobrow:

That’s right because we can tell your attention actually. Alright. Let’s close the poll now, and the results are actually interesting. We’ve got 60% dentists, 20% dental team members, and 20% other industry participants. So, we expect it’s fairly dominated by the dental profession, but there are also others we want to consider, probably in the dental, chiropractic, or nutrition profession.

 

Jess Todtfeld:

Great.

 

Danny Bobrow:

Alright. We’re going to move on to the next question.  We’re going to do this in rapid succession, right Jess?

 

Jess Todtfeld:

Right. This way everybody feels really taken care of.   We’re going to make it real fast here.

 

Danny Bobrow:

Okay. Great.  So, the next polling question is tell us why you want to better communicate with media? Is it to grow your physician referral network, to increase credibility among current patients, to generate more new patients? This is a multiple choice so you can say all of the above or some other reason. Take a minute and let us know. Alright, Carissa. Why don’t we go ahead and close that poll?

One hundred percent all of the above. You have absolutely come to the right place, and that doesn’t surprise me, Jess, because most of the people that attend this series are really committed to increasing their oral systemic footprint. They do that by acquiring and perfecting clinical skills that distinguish themselves as an oral systemic practice, and then, they use that knowledge to reach out and to grow by attracting new patients, communicating with new patients, and communicating with local MDs and other professionals to grow their referral network.

 

Jess Todtfeld:

Yeah. It’s good how it all links in with media.

 

Danny Bobrow:

Kind of gratifying. Yeah, we sure will. Then, the final question is simply gauging your experience with media interviews. If you’ve done a lot of these interviews in the past, if you’ve done a few, or you’re just pretty much raring to get started.

 

Jess Todtfeld:

This is helpful. People out there listening, this is helpful for me to know so I can speak to all levels so we have a nice mix as things are coming through.

 

Danny Bobrow:

So, the results are 2/3 have done a few, and a third want to get started. So, that’s great. This is basically geared anyway to ramp you up whether you’ve done some or none so that we can get you to be the local authority on the subjects of interest to you. So, thank you for that. Let’s get back to the presentation.

 

Jess Todtfeld:

Okay, and let me know if you can’t see what I have up on the screen now.  Hopefully, it switched for everybody to this article that I have from the American Heart Association press release that had gone out about 6 months or so ago. It says April there so middle of last year saying there’s no link between gum disease and heart disease.

Danny, you and I met at that AOSH conference, and I’ve been connected with the various dentists and people in this area who really understand the idea of the oral systemic connection, and obviously, the journalists did not because they jumped all over this. It was all they needed to hear, and this was law basically.

So, this article came out saying there’s no link. I don’t know if you’re like me. Sometimes, I just read the headline and I just say, “Next article, I don’t need to read the whole article.” So, here’s some other stories, gum disease. These were all off that press release, No Link After All, No Heart Disease Gum Disease Link. By the way, I know the dentists and folks listening right now are probably thinking, “This burns me up. These were the folks that I was bumping into when I was certainly at that conference because that was right around the time this thing came out.” Gum disease, USA Today. Notice, these are not small outlets.

Before, it was CBS. Los Angeles Times on top here. USA Today, Gum Disease is Not Proven to Cause Heart Disease, experts say. The experts. So, it really went around the world, and I’m showing this to you because in my mind, this is the problem. The problem is the media and other groups who are not you, meaning people who are listening right now, are controlling the dialogue. They are controlling the narrative of what the discussion is so we more articles here.

Reuters. Do Clean Tooth Protect Against Heart Disease? No. That’s basically what the story says. They can easily go off the rails and go off the track and start having the conversations they don’t need, and they really need you help to direct them and point them.  I’ll just put a couple of other ones here as well.

I used to make that joke that the media, and this is when I was still working in media. I was a TV produce for 13 years as I think Danny said before. I’d say that the media was like a housecat. Have you ever shaken a furry toy in front of a house cat and they’re very easily distracted? Well, it’s exactly the same thing with the media, and I want you to be shaking the fuzzy toy in front of them which is better ideas than what we see on the screen right now.

Chicago Tribune. Top Doctors in the Fixed Record on Gum-Heart Link. So, a few people were trying to change the dialogue, but it was a little too late.

 

Danny Bobrow:

Let me ask you a question if I could, Jess.

 

Jess Todtfeld:

Please.

 

Danny Bobrow:

You know, I fully agree and recognize that it’s better to control the conversation and to get the first lick, if you will, but how receptive are the media and how much of this is by design that they feel something controversial of like that and aren’t too happy to receive opposing views because then, they create a controversy and they can have a ball get bounced back and forth, or is it more difficult once the official statement has been made?

 

Jess Todtfeld:

Well, as an old phrase, there’s conflict in drama, and in drama, there’s conflict. So, it’s great, exciting drama for them as storytellers, good storytellers, to include many sides of an equation. So, yes, if you have people standing up and saying this is not the case, the people that are listening right now, if there’s some topic, and I’m sure there is that really riles you up or excites you as a medical professional since we have a whole bunch of different types of folks who are on today, this could be the start of the topic that you could be reaching out with.

What we’re going to customize today is your own story, what you would like to see as the headline, and if you take out a piece of paper and I encourage you to do it so you can customize what you’re hearing today for you so you have an action plan so you can do something after today, I’m going to walk you through the steps of coming up with a great idea, thinking about headlines, and crafting the steps that follow from that.

So, absolutely, Danny. If there’s some controversy, excitement. I was working with a dermatologist over the last couple of weeks, and one of the procedures they worked with is something called Restylane. They wanted to do a headline, “Is Restylane terrific?” or something like that. I said, “You’re not grabbing them.  It’s not a headline. Think about how those headlines looked,” as we go back over there. “Gum Disease Not Responsible for Heart Complications”. What? I may not have known there was a connection. So, instead, what we did was “You Could Reverse Aging in One Hour”. That was a topic, and what it meant was this doctor was making the claim that his procedure only took one hour, and you’re reversing aging. Then, you’re opening up the discussion.  That work.

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