In order to have a vibrant dental practice, marketing plays a key role. You may be the best practitioner in your local area, yet if consumers, who might become new patients, cannot find your practice and learn about you easily, they may choose another dentist and therefore you lose business unnecessarily.
Things to Consider For Your Dental Marketing Strategy
These are the key factors to consider for your dental marketing strategy if you desire to boost your online exposure:
- Target market area focus to capture new clients.
- Search page position for critical keywords that are relevant to your business.
- Localization to get new clients from your local area.
- Using professionals for website development and Search Engine Optimization (SEO).
- Website design that includes convenience, easy usability, and proper display on all devices.
Hyper-Focus on Your Target Market Area
Can potential new patients easily find your dental clinic?
Stop right now and take this simple test to see if your organization is following the dental marketing best practices.
Step1: Go to the search engine of your choice (Google is the most popular).
Step 2: Enter something you do at your dental clinic like crowns, bridges, cosmetic dentistry etc. and where it is located. Use the local suburb, if you are located in a major metropolitan area.
Step 3: Determine your ranking on the Search Engine Results Page (SERP).
Conclusion: If your clinic is not on the first page of the search results and is not in the top ten listings – you are losing business. Even if you are on the first page of the SERP and you are not in the top three listings, there is still plenty of work to do in order to get your dental clinic the attention it deserves.
Search Page Position is Strategically Important and Valuable
Smart Insights reports that the click-through rates for organic searches made during 2016 (non-advertiser supported) were approximately 30% for the first position, 12% for the second position, 9% for the third position, 7.5% for the fourth position, and 5% or less for all positions in total after that up until ten that appeared on the first page, and then less than 1% for anything on the second page of the search engine results.
There is significant value in capturing the first position in organic search results because organic searches create about 68% of the entire web traffic for any website.
Dental marketing ideas that follow the dental marketing best practices ensure that the name of your clinic is one that appears on the first page of the search results as near to the top of the rankings as possible.
Using a suburb of Los Angeles, the little town of Monrovia, as our example, then medical marketing of a dental clinic located in Monrovia would seek to have first-page placement on any organic searches for related dental terms in combination with the local area, such as:
- Dental crowns Monrovia
- Toothache Monrovia
- Monrovia cosmetic dentistry
- Dental bridges Monrovia
- Monrovia dental implants
Notice that the dental marketing best practices include using the local area in front or after the key phrases for dentistry that are common searches.
Localization is Critical
If your clinic is located in a major metropolitan area, such as Los Angeles, you are not seeking to rank on the first page for a dental clinic in all of the Los Angeles area. That is not a good idea and it is a waste of time and money in any efforts to try to achieve this.
What is more important is to rank on the top of the search page for the suburb or the smaller city in the Los Angeles greater metropolitan area. For example, if your dental practice is in the suburb of Los Angeles called Monrovia, you want to rank highly on the SERP for searches such as “dentist in Monrovia.”
Most people only travel a very limited amount of distance to visit a dentist so their dental clinic needs to be very close to their home or on the route that they use to go to and from work.
Reverse-engineering of localization searches is a key tool to find out what people in the area near your dental clinic are looking for and use those keywords as part of your search engine optimization strategy for your website and web pages as well as consider using them for pay-per-click (PPC) advertising campaigns.
Outsourcing Search Engine Optimization and Digital Marketing
Medical website design and especially website design for dentists conveys a level of professional standards and quality that makes it very easy for a consumer to recognize a high-quality dental practice compared to a lower-quality one. Check your competition’s websites to see if they are doing a better job than you are doing.
Medical websites look “crisp”. Their design is very attractive and the website is exceptionally functional. The information is presented in such an attractive way, in easy-to-understand terms, that an average person can read it without trouble. If there are ethnic members in your community, it is important to also offer your website in the appropriate foreign languages and have staff that is able to speak these languages to translate for the patients that come in. Many dentists have found tremendous success by focusing on an ethnic population and by giving website information in a language other than English.
Dental Website Design
A terrific website design for dentists, displays properly on any device, whether it is viewed by a browser on a computer or a laptop or by using a mobile device or a smartphone. The main focus should be the motivation, with a simple click, to make an appointment for an initial evaluation and also have a 24-hour emergency telephone line for those things that simply cannot wait.
Most dental practices are very good at what they do, but not as capable in web development or the digital marketing of their services. The smart dentist outsources this work to professionals that they know are competent and that they can trust to maintain a state-of-the-art web presence for them and bring them lots of new patients from excellent digital marketing efforts.
Follow these simple concepts of dental marketing ideas as the best practices and do not try to do this yourself (because that is inefficient and foolish). Have a website developed for your dental clinic that is high-quality, very professional-looking, and uses the most current SEO practices to focus on localization as your strategic marketing effort. If you do this, you will easily see that your web presence is able to boost your online exposure. Moreover, the metrics can be tracked for performance evaluations.
A great website for a dental practice makes many appointments for a first-time consultation automatically. It works 24 hours per day, seven days per week, to attract new clients for your business.
If someone wakes up at 2 a.m. and has a toothache, you want them to easily find your website, make an online emergency appointment, and come to see you ASAP the next morning. This one chance to capture a new patent is extremely valuable to a dental practice. This is what a high-quality, state-of-the-art, well-maintained, SEO enabled website will do for your dental practice. You should not accept any standard less than this.