The document discusses strategies for effectively marketing a dental practice online. It recommends embracing the online world as most patients now use the internet. It suggests evolving marketing approaches to focus on revenue and ROI. The document also provides tips on search engine optimization, learning from large corporations' marketing approaches, and making a website reflect a practice's unique strengths and services.

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
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