Digital marketing for the dental practice
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An introduction to the basics of digital marketing for dental practices. How to create a strategy that will engage and attract patients.
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Digital marketing for the dental practice
- 2. @nporrash
- 3. Intro of NP and services offered 3
- 4. Agenda • Branding • What is Digital marketing • The website • Reporting and KPI’s • SEO • Social media • Online Reputation Management • A case study • Next steps 4
- 6. Branding & Positioning A brand is not what YOU say it is. A brand is what THEY say it is. -Marty Neumeier
- 7. A case study
- 10. 72% of of internet users say they looked online for health information within the past year Source: Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/ Healthcare marketing insights
- 11. 77% of online health seekers say they began their last session at a search engine such as Source: Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/ Healthcare marketing insights
- 12. Orthodontists make the most use of social media marketing with 92% using Facebook Source: 2012 Dental Marketing Barometer Survey—Download Results and Analysis Now - WPI Communications, Inc. (n.d.). Retrieved April 15, 2016, from http://wpicommunications.com/articles/2012-dental-marketing-barometer-surveydownload- results-and-analysis-now/ Healthcare marketing insights
- 13. Dental digital marketing stats • Email marketing in the Dental Industry has the highest open rate % of all industries
- 14. Where to start?
- 15. Your Website • Your website is the communication hub and the foundation of your online presence • It reflects on your brand & communicates clearly your services • You can think of it as a store front that is available 24/7 15
- 16. Your website has to be created for 2 users: • Humans • Search Engines The website MUST be mobile optimized Creating your Website 16
- 17. Google Analytics • # of unique visitors • goal conversion % • monetary value of goal conversion • page views • referring sites • social referrals • keywords 17
- 19. SEO updates • Panda: 2011 targeted sites that didn’t have very high quality content • Hummingbird: Effectively interpret users conversational searches. Long tail searches • Pigeon: More local search results and geo-targeting. Making google searches more relevant to local searches • Penguin: Penalization of spammy back linking strategies 19
- 20. Social media is not a fad or trend it is a fundamental shift in the way we communicate socially
- 21. Social media Reasons Dental Practices use social media 21
- 22. Why should dental practices do Social Media Marketing?
- 23. Impact with patients or referrals Benefit to the practice Remain top-of-mind Increased visibility and discoverability Practice shows what it stands for- brand values shine thru Acquires a desired positioning Added credibility and a loyal following Positive organic WOM which can lead to new patients Why should dental practices do Social Media Marketing?
- 24. Social Media Implementation know what your brand stands for Pick your target audience Choose Your distribution channels Create a content calendar Measure and adjust
- 27. Marketing Automation Programs (MAP’s) Tools that make your social media management easier
- 29. Online reputation management • How to manage negative comments? • Should you respond to negative comments? 29
- 30. Online reputation management • 48% of complaints are done in a public setting. i,e: Facebook, trip advisor, Twitter, RateMD • 80% of consumers say they trust online reviews as much as personal recommendations 30
- 31. Online reputation management 1. You respond quickly (best practice:within the hour) 2. Show empathy in your response 3. Stay on the same social channel 4. Respond twice, and no more than that 31
- 32. Benefit of answering to negative comments online 32 1. It increases your customer advocacy and increases customer retention 2. Turns unhappy customers into neutral or happy customers 3. Gathers insights 4. Differentiates you from competitors Source: Jay Baer. (n.d.). Hug your haters. How to embrace complaints and keep your customers. Portfolio/penguin.
- 33. ROI of digital marketing KPI’s ROI for Seaforth Conversion—> appointment bookings 18% ROI: (Gain-Investment)/Investment 1. Choose a goal: example appointment bookings 2. Track your goal via Google Analytics 3. Give it a monetary value—> i.e: average revenue of that booking 4. Calculate the costs involved in getting this booking (PPC + Labor + software tools)
- 34. Key takeaways • Digital Marketing is an important component of the overall business practice, but you need to do implement it properly to get results • Invest in training if someone on the team will take this on • Social media is not a fad or trend, it is a communication shift
- 35. Thanks! Q&A
Editor's Notes
- Who are the orthodontists that you know? —> from what you know of them, what do you think patients think of these orthodontists? -what kind of associations you make of them? -How have you heard of them? -How have you come to find them?
- A brand is not logo or a slogan, it is in fact a unique feeling that people have on your company. It is a gut feeling, and when enough people arrive at the same gut feeling, a company can say that they have a brand. We can influence what people think about our company, hence what our brand represents through: logotypes, price points of services,
- SOSA had already a well established brand- and were developing traditional marketing tactics, yet they still had an opportunity to develop there digital marketing further. Dr. Chehade and Dr. Shenouda had a vision to utilize marketing and take it to the next level. They-got-it
- The most commonly-researched topics are 1.specific diseases or conditions; 2.treatments or procedures; 3. doctors or other health professionals.
- 92% of orthodontists used Facebook, followed by 72% of general dentists and 70% of pediatric dentists. Only 25% of endodontists and 37% of periodontists used Facebook in 2012.
- The website is one of the most visited places. It communicates clearly and concisely a practice’s services. It also serves as a reflection on the practice brand. Your website becomes your communication hub. It’s a display window that shows off what you are about, it’s informational, it reflects your branding. Often times, a referring dentist & new patient will go see your website first before even making a phone call. SOSA gets on average 2500 unique visitors /month
- For the regular human being: who as soon as they reach the website, they should be able to find what they’re looking for quickly via some CTA’, and or tabs. Search Engines: the website has to be built SE friendly, so that SE’s understand what your site is about and ultimately rank it. The website uses different indications such as Headers, meta Website has to be done effectively so that it can be easily crawled by SERPs and having in mind a positive user experience for your patients or clinical collaborators—> clear understanding, a CTA, Keep in mind the search engine user and the human user—> guided by meta tags, H1 H2, tags
- What are the reasons to do social media? To remain top-of-mind with patients—> increased visibility and at the time of booking an appointment they’ll think about Get to show your true colours
- There’s a lot to be said about negative comments. These should be considered as learning opportunities. You should respond twice but never three times! Edison research
- There’s a lot to be said about negative comments. These should be considered as learning opportunities. 45% of people complaint publicly, and the other 65% do it privately. But that pendulum is swinging towards the public side.
- There’s a lot to be said about negative comments. These should be considered as learning opportunities. 45% of people complaint publicly, and the other 65% do it privately. But that pendulum is swinging towards the public side.
- Customer advocacy: is the public affinity for your business, it is short and long-term affinity for your business, which can yield positive financial impacts along the way. -Of course, embracing negative comments means that you will get insights into your business and operations that you would normally not know about.