Internet Marketing For Today's Dental Practice

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This presentation was for the Cabarrus County Dental Society in February 2010.

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Internet Marketing For Today's Dental Practice

  1. 1. INTERNET MARKETING FOR TODAY’S DENTAL PRACTICE<br />From the Web to the Chair<br />Chris Ratchford<br />chris@prodentite.com<br />
  2. 2. Introduction<br />President of Prodentite, Inc.<br />Internet Marketing Consultant <br />10+ years of web design experience<br />Focus: Dental Practices<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  3. 3. Topics<br />Why Should I Have a Website?<br />Internet Usage Stats & DemographicsWho & Where?<br />Internet Marketing<br />Organic VS PPC<br />What is SEO? SEM? Local SEO?<br />Video Testimonials<br />Social Media<br />Online Reputation Management<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  4. 4. Website Benefits<br />Accessibility<br />Available 24/7<br />Yellow Pages= Amalgam<br />Cost effective way to market <br />Increase staff efficiency<br />Online patient forms, directions, and appointment requests<br />Createa more professional appearance<br />Create a personal connection before meeting new patients<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  5. 5. Demographics<br />In a national survey between November 30 and December 27, 2009, we find:<br />74% of American adults (ages 18 and older) use the internet <br />60% of American adults use broadband connections at home<br />55% of American adults connect to the internet wirelessly<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
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  8. 8. Internet Marketing For Today’s Dental Practice<br />
  9. 9. Where Are They Going?<br />Google<br />YouTube<br />Yahoo!<br />Bing (Microsoft)<br />Total US Search Rankings<br />December 2009 <br />comScore Search Report<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  10. 10. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  11. 11. 3 Types of Search Results<br />Natural (Organic)<br />PPC (Pay Per Click)<br />Local Business Listings<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
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  13. 13. Pay Per Click<br />Paid listings through Google AdWords<br />
  14. 14. Pay Per Click<br />Paid listings through Google AdWords<br />Local Business Listings<br />
  15. 15. Pay Per Click<br />Paid listings through Google AdWords<br />Local Business Listings<br />Organic or Natural Search Results<br />
  16. 16. Internet Marketing<br />SEO vs SEM<br />Search engine optimization (SEO):<br />SEO is about getting the desired results from organic search. <br />Search engine marketing (SEM):<br />SEM is about getting the desired results from paid placement (PPC).<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  17. 17. SEM for PPC<br />Google AdWords<br />Quick turnaround time<br />SEO for organic search<br />Takes longer than PPC<br />No shortcuts<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  18. 18. Internet Marketing<br />What about Local Business Listings?<br />Get Listed with the Biggies<br />Google Maps<br />Yahoo Local<br />Get Listed with Popular Directories<br />Yellowpages.com<br />Yelp<br />Citysearch<br />BOTW<br />FREE<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  19. 19. Internet Marketing<br />Key Points:<br />Beware of unsolicited emails by “SEO Professionals”<br />SEO should not be an ongoing service that has no end<br />If it sounds too good to be true…<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  20. 20. Video Testimonials<br />Faster to get a video indexed when uploaded to YouTube<br />It can take up to 90 days for Google to index your page when manually submitted<br />53 times more likely to appear on the first page of search results than text pages.<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  21. 21. DIY Video Testimonials<br />HD Camcorder (As low as $150)<br />Ask your best patients if they would like to give a testimonial<br />Have patient sign a permission form<br />Have a team member film the patient<br />Create a “Channel Page” with multiple video testimonials<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  22. 22. Why Video Testimonials?<br />Advantages<br />Emotional appeal for dental phobic, cosmetic, and full-mouth or implant patients<br />Cool videos will makes your practice seem more technologically advanced<br />The above comes with an increased perceived value of your services<br />Do people really READ testimonials?<br />SEO Benefits<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  23. 23. Video Testimonials<br />Questions to ask yourself:<br />Is it worth the time?<br />Is it worth the money?<br />Are video dental testimonials in line with your practice, business, and marketing goals?<br />Do you have (eloquent) patients who would allow you to film them, then distribute the video online?<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  24. 24. YouTube<br />Internet Marketing For Today’s Dental Practice<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />
  25. 25. Facebook Stats<br />More than 350 million active users<br />50% of our active users log on to Facebook in any given day <br />More than 35 million users update their status each day <br />More than 700,000 local businesses have active pages on Facebook <br />Internet Marketing For Today’s Dental Practice<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />
  26. 26. Facebook<br />US Facebook Users by Age<br />InsideFacebook.com 2/1/2010<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  27. 27. Facebook<br />Baby Boomers and Seniors Are Flocking to Facebook<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
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  29. 29. Online Reputation<br />The Internet has given patients the ability to find and post online reviews- good and bad.<br />Websites like yelp.com, citysearch.com, ratemd.com, and Google.<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  30. 30. Online Reputation <br />Q: How do you know if you get a negative review?<br />A: Sign up for Google Alerts (for your name & practice)<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  31. 31. How to Address Bad Reviews<br />Validate the patient’s feelings; acknowledge that they are upset.<br />Let them know that you’re sorry they experienced a problem and that you’re glad they told you about it. <br />Assure them that you will make it right and something will be done.<br />Ask the patient how you can make it up to them— e.g. what would make them happy.<br />Make an offer to remedy the situation — one which shows you sincerely care about them.<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  32. 32. Alternative Solutions<br /> Improve your online presence<br /> Create a blog<br /> Optimize your practice website<br /> Facebook<br /> Create “Raving Fans”<br /> Contact review sites and request the negative review be removed<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  33. 33. Summary<br /> Difference between SEO & SEM <br /> What to watch out for when hiring an SEO consultant<br /> Difference between Organic search results & PPC<br /> Claim your local business listing on Google, Yahoo!, and Bing<br /> Video Testimonials = effective SEO<br /> Facebook has become the norm<br /> Online Reputation Management<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  34. 34. DIY or Hire?<br />While you certainly can do some SEO yourself, consider talking with a SEO professional….<br />Chris Ratchford | chris@prodentite.com | Tel 980.355.0709<br />Internet Marketing For Today’s Dental Practice<br />
  35. 35. Thank You!<br />Chris Ratchford<br />Tel 980.355.0709<br />Cell 704.458.4503<br />chris@prodentite.comwww.prodentite.com<br />

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