Marketing & Public Relations Firm - Verasoni Worldwide

All posts tagged dental practice marketing

NJBiz, a leading business publication serving New Jersey featured Verasoni’s Cambridge MedCom in an article Tited “Marketing Exec: Health care industry must get social to save money.


Aug 01, 2009 – Bergenfield, NJ – Dr. Nicholas Bochi, a leading dentist in Bergenfield, New Jersey announced today the launching of the practice’s new website, http://www.BergenSmiles.com, as a key part of a new patient outreach and branding strategy for the Bergen County dentist. Dr. Bochi is one of a few dentists in the United States to have earned the highest degrees and multiple designations in the field. The Bergen Center for Advanced Dentistry continues its commitment to delivering first class dental health services to patients in Bergenfield, the greater Bergen County area, and Northern New Jersey.

“Everyone in our practice is committed to providing both the highest of dental care and excellent service. Our commitment to continuing education means that every patient will have access to the most advanced dental care, every time they walk through our doors,” said Dr. Nicholas Bochi. Dental services include: 24 Hour Emergency Care, Bonding, Bone Augmentation, Bridges, Crowns, Dental Hygiene, Dental implants, Dentures, Family Dentistry, Full Mouth Rehabilitation, Gum Contouring, High Technology Dentistry, Inlays and Onlays, Invisalign, Laser Teeth Whitening, Lumineers, Metal Free Fillings, Mini Implants, Night Guards, Oral Cancer Screening, Over-denture Implants, Periodontic Treatment, Porcelain Veneers, Preventative Treatment, Restorative Treatment, Root Canal Therapy, Sealants, Sinus Augmentation, Smile Enhancement, Smile Imaging, Socket Preservation, Zoom!, Temporomandibular Disorders (TMD), and TMJ Treatment.

Visitors to both the website and the Youtube channel – http://www.youtube.com/BergenSmiles – can also view videos of Dr. Bochi and patients sharing their experience with the Bergen Center for Advanced Dentistry. To learn more visit http://www.bergensmiles.com. The Bergen Center for in Bergenfield, New Jersey 22 North Washington Avenue, Bergenfield, NJ 07621. The office may be reached at 201.384.4454.

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A couple of weeks ago, I read an article about social networking in a leading New Jersey business magazine. The story quoted several New Jersey based marketing firm execs who weighed in on social networking. The article found a consensus among these folks who opined correctly that social networking is still in its infancy, but wondered about the direct relationship between social networking and the bottom line. The article went on to say the following [editor's note - I have removed the names to protect the innocent]:

  • “I think most people are probably savvy enough to know you can’t draw a line directly from a Facebook page to the impact on the bottom line,” but     building relationships with constituents through social sites will ultimately contribute to a company’s success, he said, in ways that may not be quantifiable.
  • [Name Removed] compares the push to participate in social media to the early days of companies seeking higher ranking on Web search engines. With social media still in its early stages, [Name Removed] said there are no proven methods of how best to reach customers.  [Name Removed] said while many companies want to engage in social media-based marketing, she warns that few know what to expect. Taking time to understand how the new playground functions can save businesses from a few headaches. “Corporate America isn’t quite ready for this interactive marketing highway that we are going on,” she said. “With this two-way street, they can’t control [the interaction] anymore.”

While the article suggested, correctly, that social marketing efforts ought to be tied into integrated marketing efforts, it completely ignored certain business driven realities of the medium and went on to substantiate the experience of those quoted in the article.  I called the reporter to let him know that, indeed, you can quantify the contributions of social networking to the bottom line. I provided the reporter with several cases from our firm showing him the direct correlation between successful social networking efforts and the bottom line. Other firms who work within, and understand the nature of the medium have done the same for their clients.  The reporter rationalized that the purpose of the column was simply to point out that social networking is no panacea, that there are still miles to go before we perfect the medium for business.  Agreed and if you read my previous posts on this blog, you’ll see how much I agree. But as much as I agree, I cannot accept the fact that the other side was not told.

The truth is that social networking takes work. It takes time, it takes strategy, and moves in real time.  This is not easy, and not easily explainable. And yet, we have the other extreme where the corporate business media make it sound like you can sign up for Twitter and make a million dollars.  The blinding speed in which people adopt, and are attracted to social networking, certainly does not help.  Which means, that as marketing/advertising/PR/communications professionals, we have to stay not only on top of what is happening, but provide meaningful interpretation for our clients in order to best leverage the medium to advance their business goals.

But there are certain realities that marketing and PR folks will not speak about in public. Frankly many traditional marketing firms are very, very afraid of social networking, because social networking, if done right, is a game changer, an eminent threat to their bottom line.  Much like the Internet decimated newspapers because of their their head in the sand rigidity about protecting their revenue stream, newspapers were like the proverbial frog who hangs out in a slowly boiling pot until it’s too late. Traditional marketing and PR firms will soon suffer the same fate, unless they begin to change their business model, and delve deeper into social networking to uncover real value and meaning for their clients.

Take a look at the last quote above from the article. With all due respect to the depth and breadth of the experience of the marketing executives who were quoted, but, have these people been on the Internet? Have they looked around to see how “corporate America” is utilizing social networking and the web? Have they seen major international / national brands direct people from TV commercials straight to their Facebook, rather than their own websites?  Do they realize that “marketing and advertising” or a very good portion of it, is so 20th century, and engagement is about today and tomorrow. Have they heard of the iPhone and it’s billion dollar earning apps?  I am sure that these folks have heard the calls of major brands like Procter and Gamble, American Express, Verizon, who understand that their businesses indeed do not have control of their brands, but they’ve adapted by developing strategies to engage their customers to proselytize for them and advance their business.  Have they attended the many leading conferences, where the Global marketers have called on Madison Avenue to stop wasting their money and their time?

Head in the sand strategy seemed to have worked fine for our banking system, right? I make the same analogy here, marketing and advertising firms have a responsibility to their clients rethink and reshape the way they do business. Because like newspapers, if they keep the old model close to their vest because they don’t understand the realities of the day…well, need I say more…

I’ll post about the imperfection of social networking in my next blog…more to come.


The internet as a medium is old news. Yes, it’s the most revolutionary medium in the history of man, but it’s old news. The good news is that we continue to discover how to use the internet to connect with consumers, build businesses, expand brands, and engage markets.  The 800 lb gorilla is content distribution strategy, which is how business get as much relevant exposure as possible across markets and demographics on the net. And why is that important? Well, think of your website as space sitting on your URL. And while you’re promoting the site in various way on and offline, there are ways to repackage your existing content and position it across the web.

Here’s an example:

Let’s say your site has video and 15 pages of static content. Think about the high value of relevant link-backs and create a channel on Youtube and upload your videos there, create a blog on blogger and recreate your content there…and use that blog as a platform going forward to update your customers on your products, business etc. Now, with a little effort, your site’s exposure just got exponentially more powerful.

Most importantly, continue to look for new ways to get your content out there where your customers aggregate and where you can get those valuable linkbacks…it’ll keep you one step ahead of your comeptition.


FOR IMMEDIATE RELEASE

Perth Amboy, New Jersey. March 23, 2009. Raritan Bay Medical Center announced today a partnership with Verasoni Worldwide to expand its reach and brand on the web. Raritan Bay Medical Center is in the process of redesigning and reprogramming its website found at http://www.rbmc.org. “We’re excited about working with Verasoni Worldwide on this initiative. We selected the firm because of their significant experience in healthcare, and their market leadership on the web,” said Lynette King Davis, Assistant VP, Marketing and Business Development.

“Healthcare is the number one searched category in the United States on the web, and with that as a backdrop, we’re pleased to partner with Raritan Bay Medical Center to extend the reach of their world class services. Our goal is to help the Raritan Bay Medical Center make stronger and more meaningful connections with patients, physicians and the community on the web,” said Abe Kasbo, CEO of Verasoni Worldwide.

Raritan Bay Medical Center, a leading New Jersey hospital with campuses in Perth Amboy and Old Bridge, is committed to providing excellence in service and quality healthcare to residents of Central Jersey. For more information, please visit, http://www.rbmc.org.

Verasoni Worldwide, http://www.verasoni.com, is a fiercely independent, diversified strategic marketing and public relations firm with clients in healthcare, financial services, media, hospitality, and government services. Verasoni delivers innovative, integrated marketing and public relations strategies across traditional and new media platforms.

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Fairfield, New Jersey.  March 10, 2009.  The Dental Studies Institute, a leading provider of continuing dental education, announced today the selection of Cambridge MedCom, Verasoni Worldwide’s Healthcare Division, as agency of record. Cambridge MedCom will be responsible for developing comprehensive marketing strategies, including the Institute’s online brand launch.  “We’re excited to be working with the people at Cambridge MedCom. It’s their depth of understanding and experience in both healthcare and the marketing worlds that made them an ideal marketing partner for us,” said Lois D’Apuzzo, Director of the Dental Studies Institute.

“The Dental Studies Institute has helped thousands of dental professionals over the years, and we’re excited about the opportunity to help build their brand on and off line.” said Abe Kasbo, CEO of Verasoni Worldwide.

The mission of Dental Studies Institute is to provide high quality continuing education programs using the highest educational standards. The educational activities are designed to review existing concepts and techniques, to convey information beyond the basic education and to update knowledge on advances in the chosen profession. The objective is to improve the practitioner’s knowledge, skills and ability to serve the public.

Verasoni Worldwide is a fiercely independent, diversified strategic marketing and public relations firm with clients in healthcare, financial services, media, hospitality, and government services. Verasoni delivers innovative, integrated marketing and public relations strategies across traditional and new media platforms.

Cambridge MedCom’s web portal will launch at the end of March 2009.

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