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    Online dental marketing 2.0

    How to build on what you already know to create a more dynamic online strategy.

    Only five short years ago, a dental practice Facebook page was nice to have, but not a must-have. And a practice website was typically a static online version of the practice brochure, if the dentist chose to invest in one at all.

    Fast forward to 2017, when these digital marketing tools are an essential part of any dental practice’s marketing mix—and for good reason. 

    Dental patients today are online. They use search engines like Google to find a dentist. They expect to be able to view dental practice websites from their smartphones while on the go. They read online reviews and rely on testimony from complete strangers to get a feel for your practice before they ever call to make their first appointment. 

    Trending article: 4 secrets for successful online marketing

    Dental practice marketing has changed rapidly in recent years; traditional marketing tactics that may have worked seamlessly in the past (Yellow Pages, anyone?) may or may not produce the same return on investment in today’s digital world. What’s more, traditional marketing assets, such as “Care to Share” cards, new patient welcome kits or direct mail pieces, were often one-time investments that a practice could recycle for years, if not decades. 

    A robust online presence for the dental practice, on the other hand, requires regular maintenance and ongoing effort—not unlike the kind of ongoing home care required of your patients in properly maintaining their oral health.

    And just as you talk with your patients about the current condition of their teeth while planting the seeds of what else they could be doing to achieve their optimal smile, the same idea applies to online marketing. In this article, we’ll examine the must-have strategies to improve your current efforts and outline the next steps you can take to elevate your online marketing to an even higher level.

    More from the author: 3 tips for tackling negative online reviews of your dental practice

    Branding consistency 

    Current approach: While you know that “Joe Jones, DDS” and “Jones Family Dentistry” are simply variations of your practice name, those nuances may be lost on your patients. It’s critical to confirm that the practice name and logo appearing on your business cards and office signage matches those on the website, and that these also agree with what is used for the practice’s Facebook page, the Google Business listing and profiles on sites such as Yelp and Healthgrades.

    Next steps: Just as patients may not recognize variations of the practice name, search engines and online directories certainly won’t connect the dots. Using inconsistent branding can lead to confusing search results and even duplicate listings—which makes it exceedingly hard for patients to find you online. 

    This is why it’s important to keep the practice name, logo, address and phone number consistent across all online properties. This will make sure it’s easy for both new and existing patients as well as search engines’ “spiders” to identify your practice.


    Next: What you need to change about your practice website.

    Naomi Cooper
    Naomi Cooper is President of Minoa Marketing and CEO and CEO and co-founder of Doctor Distillery. Naomi is a respected dental marketing ...


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