The Internet has fundamentally changed the way dental care providers need to market
their practice. Gone are the times when a good location, a yellow page ad and
offline referrals would drive a sufficient volume of new patients. We live in a connected
world where the vast majority of your future patients have the Internet close
at hand at all times. One study from Morgan Stanley found that over 90 percent of
smartphone users have their phones within reach 24 hours a day, seven days a week.1
This connected world creates both opportunities and challenges when it comes to
marketing your practice. On the positive side, the Internet creates a highly scalable
digital channel to reach prospective patients. On the downside, you’re not the only
one vying for attention. There’s a tremendous volume of Internet content being created
to engage the time and attention of those you are trying to reach. According to
business intelligence firm Domo, 571 new websites are created every minute, more
than 100,000 tweets are sent, and Facebook users share 684,478 pieces of content.2
Even with the incredible volume of competitive content,
there are four principles your practice can use to rise above the
noise and get found by prospective patients.
1. Make Your Website Patient Friendly
Your practice website is the cornerstone of your brand and
your digital practice “front door.” In the connected world,
prospective patients will form an immediate opinion of you and
your services based on what they see and experience online.
Most dental practices correctly make significant investments and
pay attention to every detail to ensure a pleasant in-office experience
for patients. Yet, when it comes to their website, they
often look for low cost options, hire web designers without dentistry-
specific experience and expertise, and design sites that are
not optimized to convert visitors into new patients. This can
spell disaster when it comes to new patient acquisition in the
connected world.
To ensure your website will drive new patients to choose
your practice, ask yourself the following questions:
- Do I have a functional website? If your practice has not
made the investment in a website or has a website that is
years old with dated technology and no updated, fresh
content, you’re invisible in the connected world! It’s time
to get online and get found by prospective patients.
- Does my website appeal to patients? Make sure your website
is hosted by a vendor who has taken a research-based
approach to designing for prospective dental patients.
- Is my website optimized for mobile devices? As of
January 2014, 58 percent of adult Americans owned a
smartphone3 and 87 percent of smartphone users accessed
the Internet using their phones.4 If your website is not
optimized for use on mobile devices, these prospective
patients are most likely headed to a competitor’s practice.
- Does my website properly represent my brand? Your
website is a reflection of your unique practice. If that is
not readily apparent, it’s time to make a change.
In order to have a website that effectively drives new patients
to your practice, you need to make sure every one of these questions
has a solid answer. One last piece of advice: Dental practices
are unique businesses. If you decide it’s time to get or
refresh your website, use a reputable vendor with deep roots in
designing specifically for the dental industry.
2. Adopt a Local Mindset to Search
Engine Optimization
Once you have a responsive dental-optimized website, you
need to make sure prospective patients can find it. Eighty percent
of traffic to a website begins with a search query and 61
percent of searchers consider local results to be more relevant
than standard search results.5 With the immense volume of
content on the web, prospective patients rely on search engines
like Google to narrow the field of options. Search Engine
Optimization, or SEO, gives search engines the context and
relevance they need to connect the right practice to the search
query. As most practices focus on a limited geography, optimizing
SEO performance at a local level is vital to your practice
success.
Search engine firms may make all sorts of promises, but
there is no “secret recipe” to get you to the top of local searches.
It takes a concerted, long-term strategy with a firm well versed
in local SEO strategies within the dental industry to achieve
lasting results.
3. Ensure Vertical Search is a Priority
With the high volume of content contained within the
larger search engines, there has been a shift towards what’s
known as vertical search or topical sites. These are websites that
focus on a specific topic or area of interest. In the last half of
2012 topical sites had an 8 percent increase in search traffic,
while major search engine traffic decreased by 3 percent.6
Dentists need to pay attention to topical sites that cater to dentistry,
such as Healthgrades.com. Healthgrades has over 20 million
annual visitors looking to schedule an appointment with a local
dental care provider. There’s a high probability that your practice
already has a profile. However, the content is very limited (even if
you “claim” your free profile). Given the power of this channel to
drive prospective patients to your practice, you should investigate a
Healthgrades Enhanced Profile, available through a partnership
with Sesame Communications. A February 2014 research study
found that practices with a Healthgrades Enhanced Profile averaged
over 11 additional calls to the practice and posted an average
of 22 verified and automatically published practice verified postappointment
surveys to their profile.7
Dentists who want to drive more new patients to their practice
should look at Healthgrades and similar topical sites as part
of their digital marketing strategy.
4. Embrace Social Media
According to a recent study, Internet users spend more time
on social media than any other Internet activity.8 Embracing
social media presence allows you to spend time effectively forging
genuine relationships with prospective patients.
When it comes to where to invest in social media, there are
three sites that should be on your radar:
- Facebook—71 percent of American adults are now
Facebook users.9 Facebook users are very active and
their recommendations hold weight with their friends
and family.
- YouTube—Video has become the leading source consumers
access to view rich content when researching service
providers.
- LinkedIn—with 100 million Americans,10 79 percent of
them 35 or older11 fits your ideal demographic.
If your practice wants to attract more new patients, it is
important that you be active and engaged on these three social
media channels.
Final Thoughts
It’s important that you examine your practice’s marketing
strategy and ensure you provide sufficient focus and attention to
these four areas. While some of these areas require investment,
they offer measurable ROI that will positively impact your practice
growth and profitability. As most practices do not have the
expertise or time to do this in-house, I recommend you enlist a
reputable company to assist you. As noted above, make sure any
provider you select has an in-depth understanding of digital
marketing within dentistry. It’s much easier to work with one
company that provides an integrated solution and can support
all areas of your digital marketing, thus maintaining a consistent
brand and voice. The Internet is your best source for reaching
prospective patients—and adopting these four principles will
help your practice convert them into new patients.
References
- http://www.healthcaresuccess.com/blog/healthcare-marketing/247-dependence-ill-bet-your-smartphone-is-within-arms-reach-right-now.html
- http://www.domo.com/learn/infographic-data-never-sleeps
- http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
- http://www.pewinternet.org/2012/11/08/mobile-health-2012/
- http://www.clearskyseo.com/infographic-shocking-small-business-internet-marketing-statistics/
- http://www.comscore.com/Insights/Press_Releases/2013/2/comScore_Releases_the_2013_U.S._Digital_Future_in_Focus_Report
- Sesame Research, New Appointment Request Research Brief, February 2014
- http://www.pewinternet.org/fact-sheets/health-fact-sheet/
- http://www.pewinternet.org/2013/12/30/social-media-update-2013/
- http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/#.UzM-JPldUjU
- http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
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