Dental Marketing Strategy
As you plan your 2016 dental marketing strategy to grow your dental practice, let’s take some time out to consider how today’s patients shop for their dental healthcare. Analyze your present MO using these dental marketing benchmarks:
Google says it favors (pretty much demands) mobile-friendly responsive websites: “We’re boosting the ranking of mobile-friendly pages on mobile search results. Now searchers can more easily find high-quality and relevant results where text is readable without tapping or zooming, tap targets are spaced appropriately, and the page avoids unplayable content or horizontal scrolling.”
According to Moz’ 2015 Local Search Ranking Factors, on-page search engine optimization (the optimization on your website) and behavioral and mobile signals (what users do when they’re on your site – like retention rates, time on page, bounce rates) account for roughly 30% of overall ranking factors. Additionally, external factors – including directory listings, linking, reviews, and social signals – make up more than 45% of overall ranking factors.
What this means for you: A well-rounded dental marketing SEO strategy includes these essentials:
- A responsive dental marketing website with effective content.
- Accurate online directory listings.
- An ever-increasing quantity of online reviews on a variety of sites, such as Google, Yelp, and Healthgrades.
- An active presence on social media sites, including Facebook, Twitter, Pinterest, Google+, Instagram, and others.
- Links to your website from a variety of other business websites, including directories, educational institutions, government agencies, dental associations, and local businesses in your community.
Dental Website Design
62% of smartphone owners have used their phone in the past year to look up information about a health condition. source
Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment. source
What this means for you: To reach patients on all devices, including mobile, tablet, and desktop, you must have a responsive dental marketing website that delivers measurable results. Patients expect dental websites to feature a user-friendly experience, an attractive design, and confidence-building content, such as sincere testimonials and beautiful photos of real patients. If the current site could double as a stand in for future technology on Back-to-the-Future, we need to talk.
62% of patients use online reviews as a first step to find a new doctor. source
26% of insured patients are willing to visit a doctor outside their insurance network if that doctor’s reviews are higher than those of an in-network doctor. source
What this means for you: Not only do reviews effect your search engine rankings, they impact how patients choose a dentist. To reach this discerning group of patients, a successful practice must have a review strategy in place that includes email, social media, and in-office efforts.
Social Media for Dentists
More than 40% of consumers say that information found via social media effects the way they deal with their health. source
90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks. source
41% of people said social media would effect their choice of a doctor. source
What this means for you: Social engagement builds strong dental marketing loyalty in existing patients, increases new patient referrals, and positively impacts your ranking in search engines. Genuine and sincere interaction with your community online and offline is key to building trust and confidence.