Best Practices for Implementing an External Recruiting Partnership
Act presentation2
1. presents
Marketing in an Online World
Strategies Businesses Should Embrace
2. P r e s e n t a t io n G o a ls
1. Explain how your goals
should drive your marketing
decisions
3. Identify Strategies to
effectively market your
practice
5. Give you an industry
perspective
3. About Ads Ne xt
1. Founded in 2008 and based in
Baltimore, MD
3. We specialize in executing internet
marketing programs for our clients
5. We work with dentists, doctors and
specialized service businesses
4. E m b r a c e t h e O n lin e W o r ld
S o W h a t i s The Online World?
The idea that our ideal customers have access to the
Internet and use it to make buying decisions
5. U n d e r s t a n d in g k e y s t a t is t ic s
Internet usage has grown astronomically since 1990
What does it mean to your dental practice?
6. A d s N e x t In t e r n e t S t u d y
Ads Next asked 100 people questions about using the internet and its
role in finding a dentist
People Surveyed Were Limited to the Ideal Profile
Resided in middle to high income areas
42 Men and 58 Women
65 were married
All were between the Ages 19 to 72
89 had seen a dentist within the last two years
7. In t e r n e t U s a g e F in d in g s
Among the ideal profile, key internet usage stats rose well above
national averages.
Some Key Stats Included:
Owns a computer- 94/100
(14 % a b o v e t h e N a t i o n a l A v g ) THE ONLINE WORLD
Uses the internet- 95/100
( 17 % a b o v e t h e n a t i o n a l a v g )
Uses search engines- 92/100
( 16 % a b o v e t h e n a t i o n a l a v g )
Hours Spent Per Week- 15 plus
(national avg is about 13, Teens spend 31)
Bought something on Internet- 88/100
(14% above the national avg)
8. W h a t D id W e L e a r n ?
90% of IDEAL patients are using the internet every day
9. D e n t a l S p e c if ic F in d in g s
The internet was a strong factor in finding a new dentist
Out of 100 People Surveyed:
81 said would visit a dentist’s website before they
scheduled an appointment
82 said the web would be the best way to find a
dentist other than a referral or insurance provider
79 said a dentist’s website would influence whether
they would schedule an appointment
88 said they would use the website to locate the
phone number of their current dentist
68 said they would “like” their dentist on Facebook
i
10. W h a t D id W e L e a r n ?
Over 80% of IDEAL patients will use the web to find a dentist
11. E v o lv e t h e w a y y o u t h in k a b o u t
m a r k e t in g
Look beyond traffic, rankings and leads and adapt your
marketing program based on Revenue, New Patients and ROI.
Example
March 2012
New Patients- 30
New Patient Value-$6k
(Est. between $2,500 and $50k)
New Patient Revenue Value- $180,000.00
Monthly Marketing Budget- $5,000.00 Your Goals Should
ROI- $175,000.00
Drive Your
Marketing Efforts
12. S t e p 1- R e s u l t s S h o u l d D r i v e
D e c is io n s
Focus your efforts and investments on converting new ideal
patients.
Example
Understand what Key Word rankings generate
ideal patients
Annapolis Cosmetic Dentist- 25 New Patients
Baltimore Dentist- 2 New Patients
NOTE: If you rank on the first page for your practice’s primary searches, it
may be time to work on other parts of your website. Broadening your
market may negatively impact you in the long run
13. S t e p 2 - C o o r d in a t e
M a r k e t in g E f f o r t s
Coordinating your marketing can help your entire approach
become more effective
Effectiveness is Improved by:
Increasing the value of traditional ads
Introducing the target to entire practice
Expanding shorter messages in other ads
Improving ability to capture qualified leads
Increasing the visibility of your practice
Allowing you to track other advertising
Developing a more consistent brand
NOTE: Avoid putting all your
eggs in one basket
14. S t e p 3 - D e v e lo p a P r o g r a m
fo r S u c c e s s
If your goal is 30 patients per month, what do you have to do to
get there?
Like Exercise, Success In
Marketing Depends on:
Plan
Program
Motivation
Commitment
Time
Resources
NOTE: Constantly track new patient and revenue numbers. You can do this
automatically or manually. This will help you adapt.
15. U n d e r s t a n d G o o g le f o r b e t t e r
o p t im iz a t io n
Google’s Mission Statement
“Google’s mission is to organize the world‘s information and
make it universally accessible and useful.”
Quote from Co-Founder Larry Page
“The perfect search engine would understand exactly what you
mean and give back exactly what you want.”
16. U n d e r s t a n d in g G o o g le ’ s
R e s u lt s P a g e
17. Ty i n g i t To g e t h e r F o r S t r o n g
O p t im iz a t io n
It’s Important to
Build a quality site
Write clean code
Register for your local listing
Title Pages
Describe Pages
Ask Google to Index the Site
Build Backlinks for popularity
BUILD RELAVENT CONTENT
TO YOUR TARGET SERVICES
AND PATIENTS
18. L e a r n F r o m R e c o g n iz a b le
C o r p o r a t io n s
What can your dental practice learn from Coca Cola and the
worlds largest corporations?
Question:
Describe an ideal website
19. F o llo w C o r p o r a t e M a r k e t in g
Tr e n d s
Large corporations have nearly unlimited marketing budgets to perfect
their approach. A dental practice can benefit adapting some of their
best practices.
Best Practices of
Corporate Websites. :
Function over Animation
Banners to create connection
Traditional Nav
Calls to action
Strong user interaction
Strategic use of video
Clear branding
NOTE: 2006 saw a tremendous shift in website philosophy
20. T h e w o r ld ’ s m o s t r e c o g n iz a b le
c o r p o r a t io n s
Notice the similarity in their approach as they try to connect with visitors.
21. W e b s it e C o m p a r is o n
Compare two high ranking dental websites
http://flossdental.com http://www.lspindeldds.com/
22. Yo u r w e b s i t e s h o u l d r e f l e c t y o u r
b u s in e s s
A website that reflects your practice separates you from your competition.
Establish a connection with
website visitors….
23. A n O n l i n e W i n d o w t o Yo u r D e n t a l
P r a c t ic e
A website that reflects the practice:
Feels like your practice
Is consistent with colors and logos
Communicates strengths
Reflects core values
Details Services
Establishes expertise
Showcases best work
Connects with potential patients
Question:
How does your website Reflect
your practice
24. In c lu d e V id e o , W o r k E x a m p le s a n d
Te s t i m o n i a l s
These are the sections that your patients are most interested in because they
can identify with them
25. W it h o u t g o o d c o n t e n t , w h o a r e
yo u ?
Content is essential for turning your website in to a lead
machine.
The Benefits of Content
Optimal Search Engine Rankings
Provides detailed information
Differentiates you from others
Establishes credibility
Builds a connection
26. S it e s t h a t e f f e c t iv e ly r e f le c t a
p r a c t ic e
27. S t r a t e g ie s R e c a p
1. Embrace the Online World
3. Evolve the way you think
5. Improve SEO by
Understanding Google
7. Learn from Corporations
9. Make your site reflect your
practice
28. www.adsnext.com
(410) 960-5217
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