internet marketing for today's dental practice

INTERNET MARKETING FOR TODAY’S DENTAL PRACTICEFrom the Web to the Chair

Chris [email protected]

IntroductionPresident of Prodentite, Inc.Internet Marketing Consultant 10+ years of web design experienceFocus: Dental PracticesChris Ratchford | [email protected] | Tel

980.355.0709Internet Marketing For Today’s Dental Practice

TopicsWhy Should I Have a Website?Internet Usage Stats & DemographicsWho & Where?Internet Marketing

Organic VS PPCWhat is SEO? SEM? Local SEO?

Video TestimonialsSocial MediaOnline Reputation Management

Chris Ratchford | [email protected] | Tel 980.355.0709Internet Marketing For Today’s Dental Practice

Website Benefits


AccessibilityAvailable 24/7Yellow Pages= Amalgam

Cost effective way to market

Increase staff efficiencyOnline patient forms, directions, and appointment requests

Create a more professional appearance

Create a personal connection before meeting new patients

DemographicsIn a national survey between November 30 and December 27, 2009,

we find:

74% of American adults (ages 18 and older) use the internet

60% of American adults use broadband connections at home

55% of American adults connect to the internet wirelessly


Internet users Home broadband usersTotal Adults 74% 60% Men 74 61 Women 74 58Race/ethnicity White. Non-Hispanic 76% 63% Black, Non-Hispanic 70 52 Hispanic (English- and Spanish- speaking) 64 47Age 18-29 93% 76% 30-49 81 67 50-64 70 56 65+ 38 26Household income Less than $30,000/yr 60% 42% $30,000-$49,999 76 62 $50,000-$74,999 83 73 $75,000+ 94 83Educational attainment Less than High School 39% 24% High School 63 46 Some College 87 73 College + 94 83Community Type Urban 74% 61% Suburban 77 64 Rural 70 47Source: The Pew Research Center's Internet & American Life Project, November 30-December 27, 2009 Tracking Survey.

Internet Marketing For Today’s Dental Practice

Where Are They Going?

14 B3.9 B

2.6 B

1.6 B

Total US Search RankingsDecember 2009 comScore Search Report


1.Google2. YouTube

3. Yahoo!

4. Bing (Microsoft)

3 Types of Search Results

• Natural (Organic)• PPC (Pay Per Click)• Local Business Listings


Pay Per ClickPaid listings through Google AdWords


Local Business Listings


Local Business Listings

Organic or Natural Search Results

Internet Marketing


Search engine optimization (SEO):SEO is about getting the desired results from organic search.

Search engine marketing (SEM):SEM is about getting the desired results from paid placement (PPC).

SEO vs SEM


SEM for PPC

SEO for organic search

Google AdWordsQuick turnaround time

Takes longer than PPCNo shortcuts

Internet MarketingWhat about Local Business Listings?


Get Listed with the Biggies1. Google Maps2. Yahoo Local

Get Listed with Popular Directories

3. Yellowpages.com4. Yelp5. Citysearch6. BOTW

FREE

Internet MarketingKey Points:1. Beware of unsolicited emails by “SEO Professionals”2. SEO should not be an ongoing service that has no end3. If it sounds too good to be true…


Video TestimonialsFaster to get a video indexed when uploaded to YouTube

It can take up to 90 days for Google to index your page when manually submitted

53 times more likely to appear on the first page of search results than text pages.


DIY Video TestimonialsHD Camcorder (As low as $150)Ask your best patients if they would like to give a testimonialHave patient sign a permission formHave a team member film the patientCreate a “Channel Page” with multiple video testimonials


Why Video Testimonials?Advantages

Emotional appeal for dental phobic, cosmetic, and full-mouth or implant patientsCool videos will makes your practice seem more technologically advancedThe above comes with an increased perceived value of your servicesDo people really READ testimonials?SEO Benefits


Video TestimonialsQuestions to ask yourself:• Is it worth the time?• Is it worth the money?• Are video dental testimonials in line with your practice,

business, and marketing goals?• Do you have (eloquent) patients who would allow you

to film them, then distribute the video online?


YouTube

Internet Marketing For Today’s Dental Practice Chris Ratchford | [email protected] | Tel 980.355.0709

Facebook StatsMore than 350 million active users50% of our active users log on to Facebook in any given day More than 35 million users update their status each day More than 700,000 local businesses have active pages on Facebook

Internet Marketing For Today’s Dental Practice Chris Ratchford | [email protected] | Tel 980.355.0709

Facebook


US Facebook Users by AgeInsideFacebook.com 2/1/2010

Facebook


Baby Boomers and Seniors Are Flocking to Facebook

2007 2008 2009Millennials (14-26) 71% 76% 77%Generation X (27-43) 51% 57% 61%Boomers (44-62) 30% 31% 46%Matures (63-75) 10% 14% 36%Total (14-75) 45% 48% 57%

US Internet Users Who Currently Maintain a Social Networking Site Profile, by Generation, 2007-2009 (% of respondents)

Source: Deloitte, State of the Media Democracy Fourth Edition; Select U.S. Highlights, provided to eMarketer, December 15, 2009

Online Reputation


The Internet has given patients the ability to find and post online reviews- good and bad.

Websites like yelp.com, citysearch.com, ratemd.com, and Google.

Online Reputation


Q: How do you know if you get a negative review?

A: Sign up for Google Alerts (for your name & practice)

How to Address Bad Reviews


Validate the patient’s feelings; acknowledge that they are upset.Let them know that you’re sorry they experienced a problem and that you’re glad they told you about it. Assure them that you will make it right and something will be done.Ask the patient how you can make it up to them— e.g. what would make them happy.Make an offer to remedy the situation — one which shows you sincerely care about them.

Alternative Solutions


Improve your online presence Create a blog Optimize your practice website Facebook

Create “Raving Fans”

Contact review sites and request the negative review be removed

Summary


Difference between SEO & SEM

What to watch out for when hiring an SEO consultant

Difference between Organic search results & PPC

Claim your local business listing on Google, Yahoo!, and Bing

Video Testimonials = effective SEO

Facebook has become the norm

Online Reputation Management

DIY or Hire?


While you certainly can do some SEO yourself, consider talking with a SEO professional….

Thank You!Chris RatchfordTel 980.355.0709Cell [email protected]

www.prodentite.com

mailto:[email protected]

http://www.prodentite.com/

internet marketing for today's dental practice

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