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October 2018

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Practice Marketing

5 Scary Dental Marketing Mistakes to Avoid

To avoid patients ghosting you in October – or any month for that matter – you should first make sure you’re not making these scary (but common) dental marketing mistakes.

  1. Being too informal on social media. There’s a delicate balance of showing your personality and being transparent on social media while maintaining a level of professionalism. Create posts that resonate and engage with your patients in a conversational manner, but steer clear of rants, profanity, and anything that is overly opinionated.
  1. Having a non-responsive website. In today’s digital world, having a website that isn’t mobile-friendly is just as scary (and painful to patients) as getting a cavity filled sans Novocain. Most of your website visitors are likely checking it out on their smartphone – so make sure your website loads quickly, has enlarged text, simplified navigation, and thumb-friendly buttons. Otherwise, 8 in 10 people will stop engaging with content on your website.1
  1. All-to-frequent appointment reminders. While patients do want and need appointment reminders – there’s a fine line between being helpful vs. irritating. It’s important to reach patients in the right way at the right time – in the ways that they prefer. Look for a patient communications solution that helps you reach 100% of patients with timely and automated reminders including dental appointment reminder texts, emails and phone calls.
  1. You don’t have any reviews. This simply screams red flag. Today, 91% of people regularly read online reviews and 84% of people trust online reviews as much as a personal recommendation.2 If there’s little to nothing about your practice from other patients – it leaves potential patients quieting wondering “why?” To combat this fear – ask happy patients to leave reviews on your Facebook, Yelp, Website, and/or Google My Business pages to put your best foot forward. Make sure to respond to all comments with gratitude to show patients and viewers you care!
  1. You try to DIY to save money with little to no experience. While it may sound like a good idea in theory, sometimes leaving it to the professionals in the space may deliver a greater return on investment for your practice than attempting to do it yourself. For example, running a pay-per-click campaign for your dental practice could be an extremely profitable strategy for your practice – when you know what you’re doing. There’s also the risk of overspending – or not using your budget wisely. Do your research before investing too much time or money into an effort on your own that you’re not familiar with. In the ever-changing world of Internet technology, it may behoove your practice to stick with an online marketing company.

To learn more about how to accelerate growth and avoid these scary dental marketing mistakes, call ProSites at (888) 932-3644 to talk with an Internet Marketing Advisor.

 

 

 

1. Sweor

2. Inc.com

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Patient Relationship

The Importance of Dental Patient Education

One of the most important – yet time consuming – aspects of being a dentist is how to effectively keep patients informed and educated. From informing patients about the breadth of services that your practice offers to ensuring they’re in-the-know with the latest oral hygiene tips, pre- and post- procedure instructions, and details of any procedures themselves – there’s a lot that goes into keeping patients educated and well-informed. Plus, thanks to the Internet, there is a lot of misinformation that exists, so to ensure your patients have the best information available, it’s important to supply and direct them to your resource.

Here are the top best practices to dental patient education to ensure your practice is providing valuable content that visitors will love:

  • Make sure the content is easy-to-understand. While you don’t want to be too vague, you do want to break the content down, making it as simple as possible, so patients can understand it as clearly as possible. Where you can, try to write in “non-dental” language and avoid getting overly technical.
  • Use high-quality visuals. To support your message, use patient-friendly visuals such as photos or videos alongside the content. Make sure the graphics used aren’t so detailed where you risk scaring a patient away, but keep them engaging and relevant. When using video, try to keep it as short as possible while providing graphics that support the voiceover to better explain the story.

To appeal to all types of learners, add video throughout the pages of your website where it makes sense to further support the message you’re trying to communicate. For example, if you have a page about root canals, but someone is more of a visual learner, they may be prone to watch your video instead of reading all of the content about root canals on the page. On the other hand, patients who want to learn more details about the procedure may spend more time reading through the content on your particular webpage. By providing various types of content you can ensure patients digest information in their preferred way.

  • Make patient education easily accessible – so patients can find it via multiple channels. When you put time into creating thoughtful and educational content, you want to ensure patients see and take advantage of it! If you’re writing blog articles, make sure to share those new posts and articles on your website and social media pages. If you’ve created a new video, add the video to applicable pages on your website, share on social media, and play it in your office. When patients are in your office, encourage them to go home and visit your website to learn more about a specific procedure. The more you can showcase your content, the more useful it will be!
  • Communicate the full story. In all of your content, make sure that it tells a story. Include the benefits of the service, answer common questions patients have around the service, explain the risks of treatment and consequences of not getting the treatment. Most importantly, include a call-to-action of what patients should do next – such as contact your practice to schedule an appointment.

Creating valuable patient education can be time consuming, yet it’s an essential part of every successful dental practice. That’s why ProSites does the heavy-lifting for you and provides hundreds of pages of pre-written, patient-focused content that you can fully customize to your needs. Plus, you access a library of dental education videos to thoroughly explain the various procedures your practice offers in a way that’s engaging and easy-to-understand.

To explore these features and more, start a free 14-day dental website trial or call (888) 932-3644.

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Website Design

Top 5 Must-have Dental Website Features to Not Scare Patients Away

The rules of the Internet and website design (dental website design, included) are constantly changing. And, in order to make a positive, unforgettable, absolutely perfect first-impression to potential new patients online, one today must have an incredible website.

Here are the top 5 must-have features every dental website should include for optimal success:

  1. Be mobile-friendly. With over half of all website traffic coming from a smartphone or mobile device, having a mobile-friendly or responsive website is key. This ensures your visitors have a great viewing experience across any device. Plus, mobile-friendly websites rank higher on mobile search results – giving you even more of a reason to have a responsive design.
  2. Be secure (HTTPS). Google recently made updates in Google Chrome so the browser now alerts visitors whenever a website is not It used to be that users would only be alerted if a website was not secure but was asking for sensitive information – like a credit card number. Now, if you have any type of form, but don’t have a secure website, the browser will alert visitors that the site isn’t secure. To take preventative measures from potentially scaring visitors away – make sure your website is HTTPS (instead of HTTP). Contact your website provider to find out how you can make the switch.
  3. Be compliant. You might have heard of recent lawsuits involving dental practices and the Americans with Disabilities Act (AwDA). To summarize what happened, although the AwDA doesn’t explicitly include websites, the argument can be made that the language and spirit of the law include webseite as a place of public accommodation. Due to this lack of clarity, courts have conflicting views. Unfortunately, this has resulted in recent lawsuits that claim individual dental practices are denying access to disabled patients and/or prospects because their websites are not AwDA accessible.

To ensure your website complies, implement an accessibility tab throughout every page of your website so when clicked, will take visitors to an accessible version of the webpage. Ask your website provider if they have this type of feature available to add to your website.

  1. Use video. Video is one of the best ways to engage with visitors on your website. Whether you’re showcasing a video testimonial from a happy patient or one that explains a complex procedure in easy-to-understand terms, use video to keep visitors on your website longer (which can also improve your search rankings!).
  2. Include strong calls-to-action on every page. Make sure visitors know what you want them to do throughout the website. Make sure every page has relevant calls-to-action that ultimately help patients contact your practice or keep learning more. Call-to-action examples include having a form at the top and bottom of each page that enables patients to request an appointment with your practice, complete a questionnaire or survey, or watch a video.

For more ideas on must-have website features, download the whitepaper for additional best practices and the top “don’ts” of a good dental website.

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