Blog

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Misc, Practice Marketing, Tips

Maximizing the Impact of Social Media During the COVID-19 Outbreak

The idea of creating social media posts on Facebook might be the last item on your ever-growing to do list, especially for practices trying to align with CDC guidelines and adjust their operations. As a dentist, your priority will naturally be to ensure your staff and your patients are safe.

That being said, social media is an impactful channel, and one of the easiest ways to communicate changes to your office hours and policies. Before you start posting on social media, be sure you have answers to these questions:

  • Will your office close or will you consider limited hours?
  • Will you offer phone calls or online consultations?
  • What are the best sources of COVID-19 information to use?
  • How can you partner with other small businesses in your local community?

The best way to maximize your marketing ROI is to make sure your dental practice is active on social media. According to Pew Research, “Social media is part of their daily routine. Roughly three-quarters of Facebook users – and around six-in-ten Instagram users – visit these sites at least once a day.” (source: https://www.pewresearch.org/internet/fact-sheet/social-media/). Given the growing use of social media by consumers (including your current and potential new patients), it is clear social media is here to stay. However, it is important to use this critical tool strategically and carefully.

Dental Practices can use social media to help accomplish the following:

  1. Remind patients you are their ‘virtual care’ dental resource.
    The best way to retain your patients is to continue to provide ongoing patient communications. Let your patients know your new office hours, how to contact your team during a dental emergency, and how to define a dental emergency procedure. Ultimately, let them know you are still available for their emergency care across the coming weeks.Important Tip: Make sure that your dental practice and staff share posts from credible resources like the CDC or the ADA. Be sure to check out the CDC website for the latest recommendations.
  2. Get their attention online – just be sure to use it wisely. During a time when most patients are quarantined at home, their time online is extended. In addition to managing their families, they are helping with homework and trying to entertain themselves. Anything that helps your patients stay healthy and safe is welcomed. Be sure your social media posts provide helpful tips that can be tailored to all patient types. For example, you can share a post or email with information helpful for elderly and highly vulnerable dental patients or send custom tips for patients with young children.
  3. Stay top of mind with your patients.
    Keep in mind that most patients look forward to hearing from their Dentist.  With the sheer volume of emails and social media messaging that the average consumers receive online from unsolicited emails and direct mail, viewing a post on their Facebook page that provides valuable updates will be a welcome reprieve. Another great way to stay connected with your patients is to share precautions you and your staff recommend taking for to stay healthy.Important Tip: By using Facebook Boosted Posts, dental offices can reach potential patients that do not follow their practice on social media. This can help generate likes, patient reviews and shares of your Facebook page. Think of each “share” as a way to grow your audience. If Jane Smith shares your informative social media post with her friends, this is a new group of potential patients that will learn about your dental practice.
  4. Earn new patients by telling them why they should try your dental practice.
    Social media advertisements are a great way to communicate with potential new patients as well. They offer dentists a visual platform to share their own personal story while highlighting how they are different from the local competition. Of all marketing channels, social media offers the most benefit due to the large volume of active users. Facebook has 2.5 billion monthly users across all demographics.  That means Millennial, Generation X and Baby Boomer patients are all online actively sharing, commenting and engaging with content. If you have new technology or a special promotion, consider running a paid advertisement to attract new patients on Facebook. Not only is online marketing environmentally-friendly, but it provides detailed reporting so each post can be improved over time. It also means you will know exactly how many potential patients clicked or viewed your Facebook Ad, in addition to your conversions.Important Tip: Launch a Facebook Boost Ad to target patients in your zip code with interests that match what your practice offers. For example, if you offer “new teeth whitening technology” or your “kid-friendly patient waiting area” it’s important to create a Facebook ad that shares this information or anything that makes your practice unique.

 

Your Next Patient is Online. According to Google, there are over 1,360,000,000 results for a google search of “dentists near me”. Call us at (888) 932-3644 or Request a Free Consultation to learn how we can help you with all aspects of your social media marketing – from content, posting, design and delivery.

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Misc, Practice Marketing, Tips

Top 10 COVID-19 Dental Practice Resources

Keeping up with the latest information regarding COVID-19 is critical for dental practices. As new updates emerge, it is vital that you refer to resources that have real-time data that can help your practice evaluate developments over the coming weeks.

In order to help you navigate through the pandemic, here is a list of top 10 resources to help you navigate these unprecedented times

  1. American Dental Association (ADA). The ADA offers the latest information in dental industry news. This website has the latest information on the COVID-19 relief bill and what it means for dentistry and your practice. They also share continued guidance on dental emergency procedures, and whether to offer nonemergency care: https://www.ada.org/
  2. California Dental Association (CDA). The CDA website is a great resource for dental practices looking for the latest webinars, HIPAA compliance, helpful resource library, tips on practice management, as well as providing urgent updates by text: https://www.ada.org/en/member-center/coronavirus-resource-toolkit-for-ada-members
  3. Dental Economics. This valuable business journal is a practice management resource that helps dentists in every stage of their careers, from dental students to new dentists to seasoned clinicians: https://www.dentaleconomics.com/
  4. National Network for Oral Health Access. This resource for dental practices offers case studies, consent forms, and the latest updates on the pandemic and what it means for your practice: http://www.nnoha.org
  5. Apple and Center for Disease Control (CDC). This joint effort with Apple and the CDC offers a FREE COVID-19 Screening Tool. This tool can help you understand what to do next about COVID-19: https://www.apple.com/covid19
  6. American Association of Endodontists (AAE). Their website offers a full page on COVID-19, including implications for Dental Care and current best practices. As their website notes, they will offer new recommendations as the pandemic evolves: https://www.aae.org/specialty/clinical-resources/covid-19-updates-resources/
  7. Center for Disease Control (CDC). The CDC website is updated frequently to cover recent events and contains comprehensive guidelines such as “Interim Infection Prevention and Control Guidance for Dental Settings During the COVID-19 Response” to protect your practice and your patients: https://www.cdc.gov/coronavirus/2019-ncov/index.html
  8. Dentistry Today. This a valuable article for dentists looking to compare their preparedness to the rest of the industry: https://www.dentistrytoday.com/news/todays-dental-news/item/6014-dentists-already-are-prepared-for-the-coronavirus
  9. Health Resources & Services Administration (HRSA). The Health Resources and Services Administration (HRSA), an agency of the U.S. Department of Health and Human Services, is the primary federal agency for improving health care to people who are geographically isolated, economically or medically vulnerable. They include a helpful list of FAQs that cover need-to-know information on dealing with the outbreak: https://www.hrsa.gov/coronavirus
  10. United States Environmental Protection Agency (EPA). The EPA provides valuable resources such as a list of the most effective disinfectants to use against COVID-19, as well as emerging viral pathogen claims for SARS-CoV-2: https://www.epa.gov/newsreleases/epa-releases-list-disinfectants-use-against-covid-19 and https://www.epa.gov/coronavirus

We hope you find these resources helpful.

We are here to help. ProSites is also here to help you with your patient communication needs. Reach out to an Internet Marketing Advisor today at (888) 932-3644 or click here to request a free consultation with our industry experts.

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Misc, Practice Marketing, Social Media, Tips, Website Design

Using Dental Website Marketing to Expand Your Practice

In the modern age, it’s not enough to launch a website and hope it attracts clients. When every mom and pop shop on the corner has a beautiful, mobile optimized website, you’ll have to put a bit more work into staying ahead of the competition.

Here are some tips to ensure your dental website marketing is on the right track:

Launch a Separate Website Page for Every Service You Offer

One of the challenges of optimizing your dental website marketing is helping Google understand the structure of your site—and therefore what products and services your business offers. An easy way to help search engine bots understand your professional services is to create separate content pages on your site that details your service with specific talking points. For example, if you specialize in Pediatric Dentistry, Cosmetic Dentistry, and Check-ups, create a separate page for each item and talk about the various ways your practice is different than the practice down the street. Pro Tip: You can easily structure your site by creating a “Services” tab to house a drop-down list of all your most popular services!

Optimize Every Webpage for SEO

SEO (or Search Engine Optimization) is a marketing strategy that allows Google and Bing to prioritize your website over others. By creating valuable content with the right number of keywords, your website is more likely to appear on the first page of search results. SEO is extremely tricky to maintain, as changes are made to the algorithms constantly, but you can still take some basic steps to give your website a fighting chance. Pro Tip: Ensure that all of your pages have at least 300 words of content and use the same keyword in the URL, page title, and at least once in your paragraphs.

Create Meta Descriptions for Each Page

As you create your content, do not forget to add meta descriptions themselves! A meta description is a snippet of HTML that displays on search results, and it should contain the main point of your page. Creating an effective meta description is more of an art than a science. Basically, they are limited to 155 characters and should contain a hook or headline that encourages your patients to click on your page. To determine whether a meta description is working effectively, be sure to look at your click through rates (CTR). If no one is clicking to on your links, you may want to test another version. Pro Tip: If you’re working with a marketing industry expert like ProSites, we will monitor your click through rates and website traffic to ensure that your patients are engaging with your content.

Add Your Contact Information to Your Footer

Since dental website marketing is ultimately based around local SEO or search engine optimization, you want to ensure both users and Google bots know where to find you This will make it easy for clients to pull up directions wherever they are on your site—and it will help Google understand what zip codes or local neighborhoods your dental marketing is targeting. Pro Tip: To ensure Google knows where you’re located when scanning through each page, simply add your contact information to your website footer.

Include Photos and Add Alt Text

As you build your site, adding photos or videos is a great way to both build familiarity and optimize your SEO. Be sure to include photos of yourself, office staff, location and your waiting room to attract new patients and show off the highlights of your office. As you add these to your website, don’t forget to add the alt text to each image to help with your SEO or search rankings. This alt text should clearly show what the photo is, along with your practice name and location. Pro Tip: Here’s an example of the alt text you would add to a Dentist’s photo: Jay Smith DDS, Smith Family Dental, San Diego California.

Add Testimonials from Clients

As you set up your dental website marketing, you want to include as much social proof as you can, as this provides your dental practice with credibility. By highlighting how much others love your services, you help establish trust with new patients before they even make an appointment. Reach out to your longtime clients and ask if they’d be willing to write a testimonial to help support your dental website marketing. Pro Tip: You can add these individually as design elements on important pages, and create a dedicated Testimonials Page to house a full list of all your reviews!

Don’t Neglect Your XML Sitemap

With thousands of new pages being added to the web every day, there is no actual person moderating or reading this content. Ultimately, search engine bots are what decide whether a page will rank or not. To help assist these bots, an XML Sitemap is automatically created for every new site. This sitemap lists out every page in a coded tree. But just having your pages listed on here is not enough to support your dental website marketing. Your team should go through and rank the importance of each page, on a scale ranging from 0.1 to 1.0. 1.0 is the most important, so this should only apply to your homepage. Service pages, About Us, and Reviews pages can rank anywhere from 0.5-0.9, depending on what’s most important to bring in traffic. You should also tell your sitemap how often you make changes to each page. Is it weekly, monthly, or yearly?  Pro Tip: if you have a dental website marketing service like ProSites, we can help you create and maintain your XML Sitemap so you don’t have to worry about this step.

Monitor Your Dental Website Marketing Traffic

In order to stay ahead of your competition, you should constantly monitor the performance of your dental website marketing. Your website performance includes reviewing your audience, monitoring your click through rate, page rankings, and conversions to ensure there are no dramatic drops in your performance. If something suddenly loses traction, it may be a sign that Google has implemented an algorithm change, and you’re being penalized for something like keyword stuffing, outdated pages, or not posting new content. If you work with a marketing team like ProSites, they will monitor your site for you, send monthly updates, and proactively make necessary SEO changes.  Pro Tip: we recommend running your stats at least once every two weeks to ensure your website is healthy!

Conclusion

If you have a website, be sure to check out our tips above to make sure your website is working for you. In other words, is your appointment book full? If you do not have a dental website marketing in 2020, you’re going to quickly fall behind your competition. Industry marketing experts like ProSites have dedicated marketing advisors that know exactly what it takes to launch a beautiful, SEO-optimized website with local search for your dental practice. Our digital industry advisors at ProSites are ready to help. If you have any questions about how to beat the competition in your area, reach out to us at (888) 932-3644 or click here to see ProSites in action.

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Misc, Social Media, Tips

Facebook Marketing: 7 Mind-blowing Statistics Dentists Need to Know

What do 1.59 BILLION people do every day? Use Facebook!

According to the recent Salesforce report “50 Best Social Media Practices”, 66% of internet usage is spent on social media sites. There is no doubt about it, when it comes to social media marketing, Facebook is the platform of choice. Therefore, it makes sense to capitalize on the company’s unprecedented access to potential new patients with Facebook marketing!

Need a bit more convincing? Check out these ten compelling reasons why dental practices should use Facebook to rapidly boost their new patient numbers.

  1. 79% of online adults use Facebook (AdEspresso). Why this matters: Once the province of college students and teens, Facebook has matured along with its audience. Chances are, your potential patients are on Facebook right now, some looking for a new dentist. Reaching them with an engaging business page and highly targeted ads can be done both rapidly and within your budget – delivering a fast return on your marketing investment. If you’re experiencing an emergency, last-minute opening, or another critical change that requires you to alert numerous patients at once, sending a text may be the best way to reach a group of patients at once.
  2. 72% of online users who make over $75,000 per year are on Facebook (OmniCore Agency). Why this matters: If you seek patients who value quality dentistry—and are willing to pay for it—Facebooks users are likely candidates. Of all the social media platforms, this audience is the most affluent. With income of more than $75,000 per year, you can tap into the ideal patient demographics for your practice.
  3. Americans spend 58 minutes per day on Facebook (HootSuite). Why this matters: Your current and potential patients are constantly bombarded with noise—from junk emails to group texts to online video ads which play automatically, like it or not.  How can you capture their attention?  With 58 dedicated minutes a day, Facebook marketing allows you to engage users when they are in a more relaxed, receptive frame of mind. Here you can grab their undivided attention.
  4. 50 million businesses have Facebook pages (HootSuite). Why this matters: The social media experience—particularly for Facebook users—is all about connecting with friends, family, and businesses in a relaxed, friendly environment. When your practice is there with an active Facebook page, it builds brand awareness with prospective patients. When your practice isn’t there, it diminishes brand awareness and expectations for your practice. Plus, it leaves room for the competition. There’s simply no downside to having a Facebook page for your practice. Did we mention it’s free?
  5. 57% of consumers say that social media influences their shopping (AdEspresso). Why this matters: Having a presence in a digital environment which influences buying decisions is a must for dentists. With Facebook marketing, you can showcase your expertise while building a rapport with existing and prospective patients. A strong Facebook business page with glowing reviews, educational articles and enticing promotional offers builds confidence and familiarity—all of which leads to more business for your practice.
  6. Facebook remains the most-used social media site among all ages, used by 64% of Americans age 12 and up (Salesforce, 2019). Using highly targeted algorithm’s Facebook monitors shares, likes, interaction with content and posting behavior, etc to ensure that all audiences are engaged at a massive level. That means Facebook Audience Insights can be a powerful way to connect with new and potential patients on regular basis that is relevant to them personally. That is powerful.
  7. 8 in 10 Americans use Facebook on a regular basis. Since the social media giant provides free access to users, Facebook relies heavily on advertising for the bulk of it’s revenues. For that reason, the company cleverly tracks user patterns, interests and demographics to entice advertisers. That means you can precisely target prospective patients with Facebook Ads.

Would you like to learn more about how to market your practice on Facebook? Connect with our professional Marketing Advisors at ProSites to learn more. Call us at (888) 932-3644 or click here to see ProSites in action.

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Practice Marketing

How to Stand Out in Today’s Competitive Dental Market

How to Stand Out in Today’s Competitive Dental Market

It’s 2020, and if your dental practice doesn’t have a strategy to stand out in today’s competitive market, you need to put down that cup of coffee immediately. We’re generally not ones for scare tactics, but since the market isn’t getting any less competitive, you can either retire early or rise above the noise. The good news is that there are more resources than ever at your disposal, so read on and your dental practice will soon be soaring above the crowd.

Patient experience is the defining factor in building a successful dental practice.

In today’s consumer-driven environment, current and prospective patients have more choices than ever, which means your dental practice needs to stand out. So, aside from therapeutic hand wraps and aromatherapy (not bad ideas overall) what makes a dental practice stand out? Patient experience. While it’s common to think that your patient’s experience begins when they first step through your door, that’s no longer the case. For most patients, their first interaction isn’t with your friendly, front-desk staff but rather it’s online, via social media and your dental practice website, so ensure you convey the right message. But before you start yelling from the proverbial rooftop, ensure you know who you’re talking to.

Define your target audience and get in front of them.

Standing out is only beneficial if you’re in front of the right audience. And, before you can get in front of the right audience you need to define it. Who are your ideal patients? Knowing this will not only direct your brand’s overall tone and messaging, but it will allow you to make the best use of your resources. For example, if your practice is in mid-town Manhattan and caters to busy professionals, it doesn’t make sense to waste your marketing budget targeting families miles away.

Understanding your target audience allows you to effectively use tools, like Facebook Ads for dentists and local search engine optimization (SEO).  With local SEO you can specifically target your practice location so when those busy professionals search online for a dentist within walking distance your practice appears.

What if your practice isn’t in a city center and you want to reach prospective patients in surrounding areas? Then you need pay-per-click (PPC) advertising in your marketing mix. PPC advertising allows you to expand the reach of your advertising to specific locations and cities near your practice, where you may not show up organically in local results. Another benefit of PPC is that you only pay when a prospective patient clicks on your ad. Search marketing is eerily accurate, but it only works if you’re targeting the right audience.

Know who your ideal patients are? Check. Got the message you want to convey? Check. But do you have a professional dental website the converts visitors to patients? Keep reading.

Ensure you have a professional website that is easy to use.

Your dental website is the foundation of your practice’s online presence. It’s essentially your virtual office. To stand out, use your dental practice website to showcase what makes your practice unique. Include photos of your friendly staff or inviting waiting room. Your website should convey how you want patients to feel when they walk through your door. But inviting images alone aren’t enough; usability is just as essential. If a patient opened your door only to see a wall it wouldn’t take long for them to turnaround and leave. The same is true for your website. If it’s not obvious where visitors should go for the information they need, they won’t take the time to look around. Make it intuitive – ensure key information (e.g. location, hours of operation, contact information, areas of expertise and insurance plans accepted) is front and center on your homepage or clearly identified in the primary navigation bar.

Feeling confident because you already have a great practice website? Make sure what you think is cutting edge, actually is (wink, wink). If you haven’t changed your website design in more than three years or it’s not mobile responsive, it’s likely now outdated. Internet browsers and design trends constantly change, which can result in a less than optimal viewing experience if your website design hasn’t kept pace. (Hint – this is where a reputable dental website designer comes in.) Depending on your starting point, this doesn’t have to be an enormous undertaking. Ask your website provider if they have any new website styles available that can be easily swapped out without a fee.

Your website is a critical component in your dental practice’s online presence, but it’s not enough. You need a robust online presence. In short, your online presence is the culmination of all of the places patients can – or can’t – find you on the internet. Before you crumple in a ball of overwhelm, read on  because we’ve broken the online presence pie into bite-sized pieces that are easy to digest.

Be visible on social media.

Your presence, or absence, on social media is a key part of your dental practice’s online presence. There’s no lack of social media options. From Facebook, which still holds the market share of users, to Instagram, Twitter, YouTube and Pinterest, there are platforms for every type of content and target market. You get it, but what do you post and where? Effective use of social media creates an ongoing conversation with current and prospective patients, so use the same tactics you that create a great in-person conversation. Ask questions, share interesting information, and maintain the flow with responses. Is this time consuming? It can be, but there are resources for social media posts for dentists and dental Facebook post ideas, and you always have the option to outsource to a marketing services provider.

Cultivate and highlight positive online reviews.

Like it or not, online reviews make a difference. In fact, 70% of dental patients said that online ratings and reviews influenced their choice of dentist.[i] The prevalence of social media and the increasing number of review sites available (Yelp, Angie’s List, Rate MDs, etc.), mean that your practice is conspicuous if it’s absent. Trust us, if prospective patients can’t find any reviews about your practice, they are not going to think, “Wow – that dental practice is so good that not one patient felt the need to share their experience.” The more likely scenario is that their train of thought will go something like, “Why hasn’t anyone left a review on that dentist? What are they hiding?”

When patients search “dental practice”, positive reviews make a difference.

Beyond building trust, positive online reviews factor into your practice’s search engine rankings. Search engines consistently tweak their ranking algorithms to return the best results possible, which means highly recommended doctors are more likely to rank above those with lower ratings. How does one go about gathering positive reviews? At the risk of being too obvious, we’re going to suggest you ask your patients. You would be surprised at the number of patients who simply need to be asked. Train your front staff to ask patients to leave an online review as part of the standard checkout process. Most patients will happily oblige. You can also post signage in your waiting room inviting patients to leave a review online (be sure to include the appropriate URLs). Additionally, post-visit emails are a great way to check-in on patients and politely ask for a review. Make it easy for them by including links to where you’d like the review to appear.

Since virtual dentistry isn’t quite a thing just yet, you can’t ignore the value of in-office interactions.

Deliver the best patient experience possible.

Ok, so you’ve got patients in your waiting room, now all you must do is wow them with your cavity-filling acumen, right? Not exactly. Gone are the days when patients automatically agreed with your recommended treatment plan. Chalk it up to the internet, commoditization of healthcare, or the tangled insurance industry, but patients today need information before committing to a treatment plan.

Wondering how you’re going to find the time to present individualized treatment proposals in your already jam packed day? Enter ProSites Showcase. This easy-to-use interface allows your team to input exam results and select a recommended treatment. Showcase then creates an interactive slideshow to help you present the prescribed treatment right in the office. You can also print the presentation for patients to keep for their records, or upload to their patient portal for easy at-home access. With Showcase, your team can easily explain each patient’s treatment plan, risks of not completing the plan, proposed timing of services, and costs. Plus, by providing patients with necessary information in an understandable way, you’re exponentially improving their patient experience – what a great way to differentiate your practice.

Online, in-office, anything else? Actually, we do have a few more tips to elevate your practice.

Pay attention to the little things.

Sometimes we get so wrapped up in page likes and web analytics that we forget how important the little things are to patient experience. For starters, look at the list below:

  • Is the street sign for your practice clearly visible by foot and/or car traffic? Does it say you are a dentist?
  • Do you offer appointments before and/or after standard business hours to make it more convenient for patients to schedule visits?
  • Is everyone on your staff friendly to patients or does it make sense to move someone into a non-patient facing role?

Feeling overwhelmed at the length of your newfound to-do list? We are here to help. ProSites dental marketing experts are here to help. Reach out to an Internet Marketing Advisor today at (888) 932-3644 or click to request a demo.

 [i] Henry, Kevin. “Convenience, Honesty, and Online Reviews … Some of the Things Your Dental Patients Want.” Dentistry IQ, Dentistry IQ, 2 May 2013,

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Patient Relationship

Why Dental Practices Should be Texting with Patients

On average, a person checks their phone every 12 minutes(!) making text messages a great way to instantly get in contact with your patients.

In fact, text messages see quicker response times and higher response rates than sending emails or phone calls. By sending patients a text message and communicating with them in the ways they prefer most, you can improve response rates, reduce no-shows, and improve overall profitability.

It’s much easier for patients to respond to a text during the meeting, in the car, on-the-go, and while multitasking vs. answering a phone call or email. That’s why practices who want to stay up-to-date and ahead of the competition are learning how to effectively text with patients to remind them of upcoming appointments and other time-sensitive updates.

Additionally a few other benefits of texting with patients include:

  • Ability to send a message to a group of people at once
  • Quick response times
  • Improved response rates
  • Reduce no-shows
  • Be perceived as up-to-date

Are you considering texting with patients? Find out surprising statistics in our latest flipbook that contains best practices, surprising stats, and laws to follow when texting with patients.

Get your copy today >

 

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Website Design

View Samples of Our Best Dental Websites of 2019

Your patients have been accustomed to banking and shopping online, and now expect to engage with their dentists in the same way. What does your website convey to current and potential patients? Is it providing a valuable, user-friendly experience?

Since your dental website is undoubtably one of the most crucial parts to your online marketing strategy, we rounded up examples of today’s greatest dental websites and have highlighted what makes them awesome:

Green Bay Family Dental

Green Bay Family Dental - Best Dental Website of 2019

Why we love this great dental website: This website has clear navigation at the top of the screen, along with the phone number prominently displayed in the top left corner. In addition to beautiful imagery with a scrolling homepage banner, the website features dental videos, financial options, and insurances accepted so visitors can easily get vital information about the practice.

Peter O. Cabrera, DDS Periodontics & Dental Implants

Why we love this great dental website: The bold colors and striking Chicago skyline help provide a crisp, modern look while drawing the eye towards the orange calls-to-action. The site is easy to navigate and does an excellent job of drawing the audience back to their contact phone number. A simple yet effective design!

Cusp Dental Chicago

Cusp Dental Chicago - Best Dentist Website of 2019

Why we love this great dental website: With customized images of the practice’s interior, the website immediately conveys that the practice is clean, up-to-date, and has a welcoming, polished atmosphere. The navigation is simple and well-organized along the top of the page and doesn’t have too many options where a visitor may get overwhelmed.

Miracle Mile Dental Center

Miracle Mile Dental Center - Top Dentist Website of 2019Why we love this great dental website: The website is immediately welcoming and gives a positive vibe with a happy person. Plus, the contact us form on the page encourages visitors to reach out to the practice to learn more. Having a strong call-to-action on each page is crucial, and this website put the form in a tasteful place where visitors will see it, but it doesn’t feel too pushy.

Suburban TMJ Center

Suburban TMJ Center - Best Dental Website of 2019
Why we love this great dental website: This website is awesome for many reasons: (1) it has a call-to-action button right on the header image, saying “get started” to help visitors know what to do next. It also has three thumbnails under the hero image that will help visitors navigate to other parts of the website. Lastly, it has the accessibility feature at the top left corner to ensure it complies with the Americans with Disabilities Act.

Smile Arts Dental Studio

Smile Arts Dental Studio - Top Dental Website of 2019

Why we love this great dental website: Online reviews are growing in importance, an 80% of online searchers trust them as much as a personal recommendation. This practice highlights their online reviews and encourages visitors to read them, to see what it’s like to be their patient, right on the homepage! The call to action underneath makes it clear what a visitor should do next and encourages them to schedule an appointment. The color scheme is coordinated, and the site appears very up-to-date and professional.

Auld Family Dentistry

Auld Family Dentistry - Best Dental Website of 2019

Why we love this great dental website: This website does a great job at highlighting the various doctors at the practice and provides additional information about each to build trust and transparency to visitors. The website additionally includes a financing tab where patients can easily apply for CareCredit financing and helps visitors feel at ease around a sensitive topic.

Downs Dental

Downs Dental - Top Dental Website of 2019

Why we love this great dental website: First, we love how this practice highlights its social media pages right at the top right corner! It’s a great idea to showcase other ways visitors can connect with your practice any chance you can, and on the homepage is a great way to do just that. The website also has very clear “buckets” of options of what a visitor on the website can do next, such as learn more about the doctor, make an appointment, or learn more information. The colors are well coordinated and consistent throughout the site.

What do all these great dental websites have in common?

There are a handful of features that all these websites have in common which have helped them land on the top list. Here are a few:

  1. Responsive (mobile-friendly) dental websites: all the websites pictured above are responsive design, or mobile-friendly, meaning they will resize automatically to fit any screen size to ensure a flawless viewing experience.
  1. Captivating imagery. You have less than 3 seconds to make an incredible first impression. These websites had beautiful, large images that spanned across the entire screen and immediately conveyed a professional first impression.
  1. Quick load times. People will hit the “back” button quicker than you can imagine. These websites avoided features that would slow the load times to ensure a great user experience on the website.
  1. Easy to navigate. Each website had a well-organized navigation menu with various options that the visitor could explore.
  1. Clear contact information. It’s important to help visitors easily find the information they want most. These websites showcased their phone number, contact forms, and even maps of their locations on the homepage to help visitors easily access must-have information.

Want to learn more about improving your dental website? Click here to get the free whitepaper about today’s top dental website best practices or call us at (888) 932-3644 to talk with an Internet Marketing Expert. You can also request a website report card here to see how you measure up against the competition!

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Practice Marketing

8 Surprising Statistics About Texting Your Patients

We already know the world has gone mobile. In fact, according to Statista, in 2018, over half of all website traffic was from a mobile device.

In addition to needing a proper mobile-friendly website, incorporating a mobile-first strategy into all parts of your practice can set you up for immediate and future success. Still not convinced?

Below are 8 surprising statistics we found about consumers and texting, all which may translate over into how your patients may prefer to be contacted:

  1. According to Off the Cusp, 64% of people prefer a text message over voice as a customer service channel. This means your patients will likely respond to a text message appointment reminder instead of an automated voicemail these days!
  1. 78% of customers say receiving a text message is the fastest way to reach them for important updates (source: Text Magic). If you’re experiencing an emergency, last-minute opening, or another critical change that requires you to alert numerous patients at once, sending a text may be the best way to reach them at once as it’s quick and immediate (versus email that may not be checked instantly).
  1. According to USA Today, the average adult spends 23 hours a week texting, making it a great channel to get your message seen by patients.
  1. Text messages have a 98% open rate, while email only has a 20% open rate (Mobile Marketing Watch). If you want to guarantee that a patient sees your communications, text messaging is the way to go. People get upwards of 100+ emails a day, so sending a text message may be the best way to make sure your practice stands out in the crowd
  1. The average American checks their phone 46 times per day (Source). As stressed above, if you have a timely announcement that needs to be seen quickly – sending a text message is the best way to go about doing so! Email is often not regarded as “urgent” but a text message will get on someone’s radar quickly.
  1. If you want to get a response from a patient, text messaging is the way to go. On average, it takes someone 90 seconds to respond to a text message but 90 minutes to respond to an email (Source).
  1. 79% of companies believe customers want SMS/text support (ICMI). If your practice doesn’t keep up with the competition, you may lose loyal patients to a better experience elsewhere.
  1. According to OneReach, 77% of consumers between 18-34 are likely to have a positive perception of a company that offers texting capabilities. Help current and potential patients see your practice as cutting-edge by sending automated text reminders to them on a regular basis!

Want to learn more about texting patients and automating communications? Call ProSites to learn how its patient communications solution from PracticeMojo can help you reduce no-shows and improve profitability. Call (888) 932-3644 today!

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Search Marketing

Search Marketing for Dentists: A Guide to Getting More New Patients Online

SEO, PPC, CTR, CPC, SERP, RUSERIOUS? Online marketing for dental practices can be more confusing than ordering a drink at Starbucks. The difference is that while confusing venti (large) and tall (small) might give you heart palpitations for the afternoon, misunderstanding search marketing components is much more costly. To learn the Starbucks lingo we suggest befriending a barista, but if your concerned with successfully marketing your practice online read our recent whitepaper, Search Marketing for Dentists: A Guide to Getting More New Patients Online. Not sure you can fit the full whitepaper into the time it takes to slurp down a grande cold brew? No worries. We pulled out some key highlights to get you started.

The existence of a dental website alone is not enough to attract new clientele. You need to ensure prospective patients find it. Enter search marketing. Like a Frappucinno, this sounds more complicated than it actually is. Search marketing is simply actions that drive traffic to your website by increasing your visibility in search engines (i.e., pay-per-click advertising and search engine optimization). Pay-per-click (PPC) is targeted advertising that appears at the top of a search engine results page when a user searches for specific keywords, such as “family dentistry” or “Invisalign.” You get to choose which keywords apply as well as target audience demographics and location.  Search engine optimization (SEO) also impacts your visibility in search engine results, but it is organic (i.e., unpaid). Still with us? Good – at the end of this article you’ll know how PPC and SEO work and the benefits of each. As a bonus, you might walk away knowing the correct way to place a Starbucks order.

Note – While Google is not the only search engine, it does have 90% of the search engine market[1]. Therefore, our whitepaper and this article focus on Google and its pay-per-click program, Google Ads.

Pay-per-click (PPC) is perfect for those of us who like our coffee just so (quad venti, non-fat, upside down caramel macchiato please). That’s because PPC campaigns are customized to deliver your message to people who match selected criteria at the precise time they need your services.

When creating a PPC campaign you bid on specific keywords that you’ve researched (for help getting started, see the full whitepaper for details on Google’s Keyword Planner) and when people looking for a dentist use those keywords in their search, they see your ad. You only pay when searchers click your ad and are subsequently taken to your practice website or landing page. And, unlike with traditional ads that often require a certain number of mailers or spots, Google Ads allows you to adjust your budget daily according to search volume and even gives you the ability to shut-off spend instantly. This means you’re never trapped paying for ads no one sees. How’s that for flexibility? No cup of regular here, friends.

The same customization that allows PPC to target the right patients for your dental practice at the right time also makes it easy to adjust your campaign as needed and track ROI. PPC campaign analytics allow you to track everything from how often your ad appears (# of impressions) or doesn’t appear (lost impression share) in search results to the number of times it’s clicked (click-through-rate or CTR) and what you actually paid per click (cost-per-click or CPC). Campaign results also include conversion rates and the average position your ad garnered on the results page. This level of transparency is great, but only if you stay on top of it. Remember, these indicators are in constant flux so even if your campaign has been delivering positive results, taking a break from tracking can have a negative impact.  Just like a barista who turns his back on a milk frother, failure to monitor your PPC campaign is likely to create a mess.

PPC Tips:

  • Include keywords in your Google Ad headline to make the most of your 30-character limit. Bonus – keywords that are part of a searcher’s query will appear in bold, drawing attention to your ad.
  • Ad body copy is limited to a single line of 70 characters on desktop or two lines of 35 characters on mobile phones. It doesn’t take long to run out of room, so make sure to use this space to describe your dental practice or promotion in enough detail to capture interest and build credibility.
  • Make your call-to-action strong! This is where you tell searchers what to do, so be specific (i.e., call (000) 123-4567 for info).
  • Use ad extensions to get more attention at no additional cost. Ad extensions are pieces of information that expand your advertisement to make it more useful to users. They typically include click-to-call telephone numbers, links to additional pages on your website, patient reviews, and call out text with key details such as, “Same Day Appointments” or “All Major Insurance Accepted.” You should select ad extensions that are relevant to your campaign and its goals.

Search Engine Optimization (SEO) is about maximizing the number of unpaid visitors to your dental website by ensuring you appear high on the list of search engine results. These are visitors who get to your site without clicking on a PPC ad. This type of traffic is known as “organic” in the search marketing sphere, and though it’s essential to reaching prospective patients online it’s a lot like switching to almond milk in that it can’t be done overnight (but it’s worth it in the long run). Why? For starters, local search. Through the power of the Internet and a little Big Brother, just adding “near me” to a Google search automatically delivers results that are, in fact, near you even when you’re on the go. Another reason is that 51% of clicks to a website come from organic listings[2]. Similar to your friend who doesn’t trust the establishment and only buys her ethically-sourced cappuccino from the local café, some people simply don’t trust paid advertising. Ranking well in organic search engine results allows you to reach potential patients who might otherwise write you off.

SEO is comprised of on-page optimization and off-page optimization. Don’t get nervous, we’re going to break these down. On-page optimization is essentially anything you can do within your website to show the search engines that you’re relevant. Not only does this include what you say, but also how you say it. Is the copy easy to understand? Does it incorporate phrases and keywords that prospective patients would use? Is the page layout conducive to skimming? Though content may be king, there are also other factors that impact on-page optimization. One of the most important things you can do to help your SEO ranking is to ensure your website is responsive. Responsive sites interpret which type of device is being used (desktop, tablet, smart phone) and scales the site accordingly. In fact, Google places so much importance on the mobile user experience, it gives precedence to mobile-friendly websites in search engine results[3]. See the complete whitepaper for more ways to improve your dental website’s on-page optimization,.

Off-page optimization includes components that go beyond your dental website. These include business directory listings, such as your Google My Business profile, Yelp, Healthgrades, etc. As well as social media profiles and reputable backlinks (links from other websites that connect back to yours).

SEO Tips:

  • Within your website copy use phrases that prospective patients would use to find your services.
  • Avoid duplicate website content! Google defines this as “substantive blocks of content” within a website or across multiple websites “that either completely match other content or are appreciably similar.”[4]
  • Ensure your website is responsive (i.e., automatically scales to the device used).
  • Confirm your business contact information (name, address, phone #) is correct across all business directories.
  • Obtain qualified backlinks. These should be relevant to your website in terms of both location and industry.

We understand that there’s a big difference between knowing the basics of PPC and SEO and putting them to work for your dental practice. Just because you understand what goes into effective search marketing doesn’t mean you want to start crafting PPC campaigns and SEO-friendly content between patients. Hey, there’s a reason people spend $7 on a cup of espresso marked with caramel. There’s no shame in going to the experts, but in an age where everyone’s an “expert” how do you know who to trust?

Start by partnering with a provider who intimately understands the dental industry. This makes your life easier and expedites the ramp-up process. It’s also important to clarify how a provider measures campaign success and ensure you’re in agreement before signing. And, since the online marketing realm changes daily you can’t assume that all providers keep up-to-date. Check references and ask if they’re a certified Google Partner.

Search marketing isn’t something you should leave to chance – or your nephew who builds websites after school. For more information about pay-per-click advertising and search engine optimization download the free whitepaper, Search Marketing for Dentists: A Guide to Getting More New Patients Online. For best results, read it while enjoying the delicious beverage you can now confidently order at Starbucks.

Have specific questions regarding how to put search marketing can help your practice? Our dental marketing experts are here to help.  Reach out to an Internet Marketing Advisor today at (888) 932-3644.

Article written by Heather Frechette-Crowley, a digital marketing expert with 5+ years of experience in the dental industry.

[1] Statista: Worldwide desktop market share of leading search engines from January 2010 to January 2019

[2] Search Engine Journal: 60+ Mind-Blowing Search Engine Optimization Stats

[3] Google: Prepare for mobile-first indexing

[4] Google: Duplicate Content

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Practice Marketing

9 Common Questions for Facebook Ads for Dental Practices, Answered

In our recent webinar, we heard a lot of great questions about Facebook advertising for dental practices. Facebook advertising is an incredible way for your practice to reach a large audience in a cost-effective manner to help more new patients learn about your practice, increase followers, and improve website traffic.

Here are answers to your most common Facebook advertising questions!

  1. With Facebook Ads, can you target users that have a specific insurance?

Facebook allows you to target very specific types of audiences if you’d like. For example, you can target based on location (ex: country, state, province, city, congressional district, zip or post code), Age, Gender, Language, and even Interests and/or Behaviors.

You can also create a custom audience by uploading your customers phone numbers and emails via a CSV or .TXT file.

  1. If patients fill out forms online how is their information protected?

It’s important to have a secure, HTTPS landing page that keeps all visitor information secure. Having a HTTPS landing page also ensures a good user experience without any warnings appearing on the page. Learn more about HTTPS websites here.

  1. We post on our Facebook page 3-4 times a week. Do Facebook Ads take away from that or add to it?

Facebook Ads are a great way to add value to your existing social media marketing strategy, and should add to, and not take away from, your current strategy. Whereas organic posts can reach your current followers, Facebook ads can help you reach other potential new patients in your area while spreading awareness about your practice.

We recommend having a strong organic presence in addition to Facebook Ads, because once a potential patient sees your ad, they will either click through to visit a webpage of yours, or visit your practice’s Facebook business page – where you will want to make the best first impression possible. How do you make the best first impression possible? By having photos, a full description, and engaging, relevant posts.

  1. Can my ad be translated in different languages?

Yes. According to this article you can post up to 5 additional languages for your ads!

  1. If just starting to focus on our online presence, is Facebook, Yelp, or Google a better place to start?

It really depends what your overall goals are – but we understand that with all of today’s options, it can be overwhelming!

We recommend starting with a strong website and making sure to claim your Google My Business profile first. Then, you can move on to strengthening your Facebook Business Page and consider running Facebook ads to build your following and awareness about your brand.

Want a personalized recommendation on where to start? Call ProSites at (888) 932-3644.

  1. If we sign up with ProSites for Facebook Ads services, roughly how long will it take to see a return on investment?  Is it suggested we try 3 months or more time?

Our clients typically see a return on investment within their first month of advertising with us! Practices will first start seeing new Likes and followers on their business page(s), which builds their page following, brand authority, and audience! Next, practices will see more traffic on their landing pages and websites, and ultimately more conversions.

It’s recommended that practices try running ads for at least 3-5 months minimum to allow time for testing of offers, audiences, and messages to see which ones deliver the highest results.

  1. How often does ProSites publish Facebook Ads on the dental practice’s behalf?

All posts will go out Monday through Friday, once a day, at peak times, for best results.

  1. Does ProSites create video posts? If so, do you guys use our office staff in them?
    Yes, we do create video posts on your behalf! To ensure we adhere to Facebook regulations, we will create custom video content using high-resolution, professional footage of our own.
  1. Does ProSites create the landing page for our campaigns?

Yes, we do! To ensure the highest conversion rate possible, we create a custom, branded landing page with a strong call-to-action that encourages potential patients to submit their information to your practice. You will then instantly receive a lead with their contact information so your office can follow-up and help them schedule an appointment.

Running a dental practice and managing your patients is a full-time job – so let us do the heavy-lifting for your social media on your behalf! Call ProSites today for a FREE consultation at (888) 932-3644.

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