The biggest (and best) win for your dental marketing strategy actually has less to do with marketing. Strange to say but dental marketing has more to do with compelling your patients and the public to value their oral health.
Well, isn’t that marketing?
In essence, yes!
But patient acquisition starts with the patient. Their health, their goals, and their decisions.
Dental marketing must achieve a balance between the needs of the patient and the strategies that compel them to take action based on their personal desires.
It’s a win-win! Through efficient dental marketing, patient health improves and your practice increases its production.
RISE ABOVE THE “NOISE” IN YOUR DENTAL MARKETING
More dental practices means more competition…right?? That’s true to an extent.
On the positive side – more dental practices can translate to more opportunity for the dental-seeking public to access care. As it relates to provider competition – differentiating your practice from the mass of other providers requires intentional strategies.
Exploring How to Get More Patients in Your Dental Office (And Create Long-Term Loyalty) embraces that strategic challenge. You can rise above the competitive “noise” by highlighting the strategies that you utilize to attract (and keep) more patients in your dental office. And what strategies are those?
Make Communication a Priority
”Everything about your dental practice communicates something. It’s vital that what’s being seen and heard by your new and current patients leads to long-term relationships.” [1]
- Keep your language engaging on the phone, face-to-face, and online.
- Listen and respond to patient preferences for scheduling, treatment presentations, and financial discussions.
- Allow them to share their feedback via reviews and referrals.
Make a Manageable First Impression
By “manageable” the implication is staying in-control of how patients first interact with your dental practice.
”First impressions are typically formed through your website and/or an online search. This reality drives how to get more patients in your dental practice through digital strategies.” [2]
Manage the digital “first-impression” made by your website.
- Keep it updated with relevant images, staff and contact information, hours of operation, etc.
- Keep it appealing by design and ease of use (navigation).
- Keep it responsive through screen layout and mobile responsiveness.
- Keep it searchable with SEO (Search Engine Optimization) and fresh, organic content (including local keywords).
And in every impression you make online or offline, keep it friendly and engaging with etiquette, kindness, and courtesy.
Make Feedback a Welcome Resource for Improvement
”First impressions are typically formed through your website and/or an online search. This reality drives how to get more patients in your dental practice through digital strategies.” [2]
- Create accessible feedback “loops” through online forms, follow-up texts/emails, post appointment phone calls.
- Ask questions specific to your patient’s experience with their treatment, your team, and your practice in general.
- Allow them to help you improve your practice via shared insights.
- Process patient feedback and reviews with your team to improve your practice processes.
- Mine online reviews (positive and negative) for improvement opportunities.
Make Social Media an Intentional Strategy for Dental Patient Relationships
- Create engagement by posting content on a consistent schedule.
- Curate and share content that’s useful to your patients and the dental-seeking public.
- Keep your posts balanced between personal (in-house) content and of-interest (curated) content.
- Respect privacy, maintain HIPAA compliance, and be “tasteful” on all social media content.
Create YOUR Brand
Creating an amazing brand is crucial for your success! Branding encompasses all the ways you establish an image of your company in your customers’ eyes. It’s more than just visuals like logos and business cards—it’s what people think of you when they hear your name. A consistent brand is vital for your company’s image, advertising, generating new customers, and shaping the general perception of you and your work.
WHAT IS BRANDING?
Branding is more than just a logo; it’s about presenting your business to the public and building trust in your company. Your brand is your personality!
- Red Bull: Young and exciting.
- Gucci: Classy and sophisticated.
- Harley Davidson: Rugged and free.
These brands have distinct personalities. What’s yours? Your brand shapes how you interact with
the public.
If your office is all about fun and positive memories, share photos on social media of your patients and staff with fun backdrops, in costumes, and participating in contests. Promote your cool, kid-friendly office that leaves patients eager to return.
If your office focuses on education and caring, create a themed education station and hold workshops for at-risk children. Advertise your office as a place that equips children with dental health knowledge that lasts a lifetime.
At IDS, we provide the stepping-stones for creating a strong brand your patients will love.
HOW TO CREATE A STRONG BRAND WITH IDS THEMING
Enriching your office with a custom theme is an excellent way to grab attention. Adding murals or 3D elements to your waiting room, reception area, or treatment rooms transforms what can be a scary experience for children into a fun and welcoming atmosphere.
Instead of nervous patients, you’ll have kids excited to go to the “dentist with the elephant” or the “fun dentist.”
These are real quotes from parents posted on our clients’ Facebook pages:
“Makes coming to the dentist fun and something to look forward to!”
“If you’re a kid and you need to go to the dentist, this is the place to go! The atmosphere is fun, friendly, and eases the anxiety of seeing a dentist!”
“The Disneyland of dentists.”
“Feels like you are in a little amusement park.”
These sound like offices with a great, memorable brand! Parents want to take their children there. Children want to go!
Create an Identity for Your Practice
Just like your personal identity makes you unique, your brand identity sets your business apart from every other dentist in town. An identity is the collection of all elements that a company creates to portray an image to its audience.
Theming by IDS is an invaluable marketing tool. Your theme becomes part of your brand, influencing your identity. From a giant exterior landmark character to the photo of your themed office on a reminder postcard to the themed logo on your business card, your identity keeps your brand top-of-mind for potential clients.
Create a look and feel that makes your business stand out from everyone else in your community – through a logo, brand colors, and decor. A memorable identity improves the effectiveness of your other marketing efforts.
Themed decor is a great way to create a stand-out identity. It especially helps to create a memorable identity in pediatric offices by:
- Solidifying a kid-friendly brand and improving the effectiveness of existing marketing.
- Creating word-of-mouth excitement among parents in the community.
- Providing amazing visuals to supercharge online reviews and social media shares from parents.
Create a Logo FOR YOU DENTAL BUSINESS
Your logo is the foundation of your identity. It needs to grab attention, make a strong first impression, and set you apart from the competition. A well-designed logo conveys that your business is welcoming to children, professional, and offers quality services. First impressions matter, so make sure you have a great logo representing your business.
Businesses that cater to children have two
audiences: the adults who make the purchase and the children who want the service. A successful logo design connects with both.
You can use a fun mascot with bright colors to appeal to children and clear, legible text for parents.
Environmental Branding FOR YOUR SPACE
Creating a fully themed dental office can transform your practice into a welcoming, engaging, and memorable environment for your patients, particularly for children. A themed dental office not only enhances the patient experience but also strengthens your brand and differentiates your practice from competitors.
Here’s a list of why dental offices should consider a full theme and the benefits it can bring to your practice.
Improved Patient Experience
Comfort and Relaxation:
A themed environment can help reduce anxiety and create a sense of comfort and relaxation. For children, visiting the dentist can be a daunting experience. A playful, engaging theme can distract and entertain them, making the visit more enjoyable.
Engagement and Enjoyment:
Themed offices provide interactive and visually stimulating environments. Children are more likely to look forward to their dental visits if they associate them with fun and adventure.
Positive First Impressions:
First impressions are crucial. A themed office can leave a lasting positive impression on both children and their parents, making them more likely to return for future visits.
Strengthened Brand Identity
Unique and Memorable:
A well-designed theme makes your practice stand out. Unique, memorable themes help your practice be easily recognizable and distinguishable from competitors.
Consistent Branding:
Theming your office helps create a cohesive brand identity. From the décor and uniforms to marketing materials and social media presence, a consistent theme reinforces your brand message and values.
Increased Patient Loyalty and Retention
Building Relationships:
A themed environment fosters a sense of community and belonging. Patients who feel connected to your practice are more likely to return for regular check-ups and treatments.
Encouraging Regular Visits:
Children who enjoy their dental visits are more likely to maintain regular appointments. This leads to better oral health outcomes and long-term patient relationships.
Family-Friendly Atmosphere:
A family-friendly theme can appeal to parents as well, encouraging them to choose your practice for their entire family’s dental care needs.
Enhanced Marketing Opportunities
Visual Content for Marketing:
A themed office provides endless opportunities for creating engaging visual content. Share photos and videos of your unique environment on social media, your website, and marketing materials to attract potential patients.
Special Events and Promotions:
Host themed events and promotions to draw in new patients and engage with the community. Seasonal decorations, themed dental health awareness days, and interactive activities can boost patient engagement and brand visibility.
Collaborations and Partnerships:
A themed practice can open doors for collaborations with local businesses, schools, and community organizations. These partnerships can help promote your practice and build a strong local presence.
Why Choose IDS
Expertise and Experience:
IDS specializes in designing and creating themed environments for child-friendly businesses. With years of experience, we understand the unique needs of dental practices and know how to create spaces that are both functional and engaging.
Custom Designs:
Our team works closely with you to develop custom themes that reflect your practice’s personality and brand. Whether it’s an under-the-sea adventure or a magical forest, we bring your vision to life with creativity and precision.
High-Quality Materials:
We use only the highest quality materials to ensure that your themed environment is durable, easy to maintain, and safe for children. Our designs are built to withstand the rigors of a busy dental practice while maintaining their vibrant appeal.
Comprehensive Service:
From initial concept to final installation, IDS provides comprehensive service. We handle every aspect of the theming process, ensuring a seamless and stress-free experience for you.
Proven Results:
Our themed environments have been proven to enhance patient satisfaction, increase patient retention, and boost word-of-mouth referrals. Our clients consistently report positive feedback and improved patient experiences.
Are you ready to transform your dental practice into a magical, engaging space that children and families will love? Contact us today to schedule a consultation and start your journey towards a more vibrant and successful practice. Let’s create a space that elevates your brand and delights your patients.
YOUR DENTAL OFFICE WEBSITE: THE FOUNDATION OF YOUR DENTAL MARKETING STRATEGY
While we’re on the topic of online (digital) strategies, let’s circle back to a core part of today’s dental marketing initiatives:
The Importance of a Website for Promoting Your Dental Practice
Remember the “Yellow Pages?” As you dust off those distant memories keep in mind how much information access has changed since those days.
Now your dental marketing plan is almost always related to your online presence and through your practice’s website.
”When someone is looking for a dentist, they are most likely to search online and pick from the results they find there.
Moreover, a website is an additional opportunity to market your services to a wide audience and provide answers to questions and information about your practice.” [4]
Build an Effective Website
The yellow pages are a thing of the past. In today’s digital age, having a website is not just important—it’s crucial. The majority of your potential clients are using the internet to find the services and products they need. When someone is looking for a dentist, they are most likely to search online and choose from the results they find. If you don’t have a website, you’re missing out on potential clients.
Your online presence is perhaps your most vital dental marketing investment. It’s important that you see it as such – an investment.
”An online presence is becoming increasingly important for reaching your patients, regardless of the monetary investment. The expense is quite small compared to the potential amount of lost business, so remember to make room in your marketing budget.” [5]
Be Intentional with Your Website Design
The “architecture” of your dental practice website is essential to its influence on your online presence and marketing success.
Having an Ineffective Website is Just As Bad as Not Having a Website At All
Worse than not having a website is having a bad website. A 2015 study by Adobe found that 38% of people stop engaging with content if it is unattractive, and 39% will stop engaging if your content takes too long to load. These are just two reasons why it’s crucial to ensure your website not only exists but is also attractive and provides a positive user experience.
1. Detailed Site Navigation – logo/brand image, location, contact information, and links organized into a logical path for visitors to follow.
2. Relevant Imaging – convey the benefit and outcome of choosing your office with images that show a positive, stress-free environment.
3. Compelling Headline – confirms that site visitors are in the right place and that your services will provide the health solutions they seek.
4. Clear call-to-action (CTA) – directs site visitors what to do to schedule, get more information, contact you, etc.
5. Unique Benefits – the results of someone choosing your services for their oral health and the highlights of what makes your environment unique (child-centric, convenient hours, etc).
6. Convincing Social Proof – reviews and testimonials that reveal how you’ve helped others achieve their oral health solutions, etc.
7. Supportive CTAs – highlight getting acquainted with you/your team, access to useful information (blog, social channels), a visual tour of your facilities, etc.
8. Informational Footer – highlight awards and affiliation “badges,” links to social media channels, and other useful menu items.
OPTIONS FOR BUILDING YOUR WEBSITE
For many, the cost of hiring a web professional is seen as an obstacle to having a website. However, an online presence is increasingly important for reaching your patients, regardless of the monetary investment. The expense is small compared to the potential amount of lost business, so be sure to make room for it in your budget.
While hiring a professional web developer gives you more control over your online presence, there are alternatives to building a website from scratch. Consider using a website template builder.
There are many to choose from, such as:
• Wix
• Squarespace
• WordPress
These platforms provide templates to get you started and have developers on staff who can build a website for you using their platform.
So, what do you need to include on your dental website? Check out our infographic on the next page for a breakdown of what your developer should include on your site.
SEO Best Practices
SEO, or Search Engine Optimization, is the process of improving a website so that it ranks higher in search engine results like Google. This involves making changes to the website’s content and structure to make it more attractive to search engines. The goal is to increase the website’s visibility, attract more visitors, and ultimately drive more business. Think of it like making your website easier for search engines to find and understand, which helps more people find your site when they search for related topics.
Keyword Usage
Researching Keywords:
To start, use tools like Google Keyword Planner, Ahrefs, or SEMrush to find keywords that are relevant to your business. Look for keywords that have a high search volume (people are using these words when they search).
Implementing Keywords:
Once you have your keywords, incorporate them naturally into your website content. Use them in your page titles, headers, and throughout your content. For example, if you’re a dentist in Chicago, you might use keywords like “best dentist in Chicago” or “Chicago dental care.”
Long-Tail Keywords:
Focus on long-tail keywords, which are more specific phrases that potential customers might search for. These are typically less competitive and can help attract a more targeted audience. For instance, instead of just “dentist,” use “affordable pediatric dentist in Chicago.”
Meta Descriptions
Creating Meta Descriptions:
Meta descriptions are the short summaries that appear below your page title in search engine results. Write compelling and concise descriptions (about 150-160 characters) that include your keywords. This helps search engines understand your page. It also makes your listing more appealing to users.
Including a Call to Action:
Encourage clicks by including a call to action in your meta descriptions. Phrases like “Learn more about our services” or “Get your free consultation today” can make your link more appealing.
Local SEO
Optimizing Google My Business:
Claim and complete your Google My Business profile. Fill out all the information accurately, including your business name, address, phone number, and operating hours. Add high-quality photos and encourage satisfied customers to leave reviews.
Using Local Keywords:
Incorporate location-specific keywords into your content. For example, use “Chicago child-friendly dentist” in your headings and throughout your text. This helps search engines connect your business with local searches.
NAP Consistency:
Ensure your business name, address, and phone number (NAP) are consistent across all online platforms, including your website, social media profiles, and online directories. This consistency helps build trust with search engines and customers.
Content Quality
Creating Valuable Content:
Produce content that is informative, engaging, and relevant to your audience. This could include blog posts, how-to guides, and FAQs. For example, a child-friendly dentist might write blog posts about dental hygiene tips for kids.
Updating Regularly:
Keep your content fresh by adding new blog posts or updating existing ones regularly. This signals to search engines that your site is active and current.
Using Multimedia:
Enhance your content with images, videos, and infographics. This not only makes your content more engaging but can also improve your search rankings as search engines favor rich media.
Website Structure
Mobile-Friendly Design:
Ensure your website is responsive and works well on all devices, including smartphones and tablets. Google favors mobile-friendly sites in its search rankings.
Fast Loading Speed:
Optimize your site to load quickly by compressing images, using a content delivery network (CDN), and minimizing code. A fast-loading site improves user experience and can boost your search rankings.
Easy Navigation:
Make sure your site is easy to navigate with a clear menu and logical structure. Users should be able to find what they’re looking for quickly and easily.
Link Building
Internal Links:
Link to other pages within your website to help search engines understand your site structure and to keep users engaged with more content. For example, link from a blog post about dental hygiene to your service page on dental cleanings.
External Links:
Seek out reputable websites to link back to your site. This can be achieved by creating high-quality content that others want to share, guest blogging, or collaborating with other businesses.
Avoid Spammy Links:
Stay clear of low-quality or irrelevant links, as they can negatively impact your site’s ranking. Focus on building a network of high-quality backlinks from authoritative sites.
Finding the Best Keywords
Keyword Research Tools:
Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify keywords that your target audience is searching for. Look for a mix of high-volume and long-tail keywords to cover a range of search queries.
Analyzing Competitors:
Check what keywords your competitors are ranking for using tools like Ahrefs or SEMrush. This can give you insights into which keywords might be beneficial for your own strategy.
Understanding Search Intent:
Consider the intent behind the keywords. Are users looking for information, making a purchase, or seeking a specific service? Tailor your content to meet these needs.
By implementing these SEO best practices, you can improve your website’s visibility, attract more visitors, and ultimately drive more business. Regularly updating and optimizing your site will keep it competitive in search engine rankings.
Write a Blog
If you don’t have a blog on your website, you’re missing out! You’re missing out on improving keyword rankings on search engines, increasing organic visits to your website, and most importantly, getting new patients. According to Hubspot, businesses that blog receive 67% more leads than those that don’t!
Search Engines Love Blogs
Search engines love original content, sites with lots of content, and content that’s updated regularly. The easiest way to create content is with a regularly updated blog. But it’s not just about quantity—you need to create good content to get people to click on your blog Focus on educating readers, not selling services or talking about your business. People want information that will help them personally. If your posts don’t appeal to your target audience, no one will read your blog. Here are some interesting and educational ideas you could write about that might interest parents:
The Top 5 Children’s Toothpastes Ranked by a Dentist
The Best Halloween Candy for Your Children’s Teeth
How to Prepare for Your Child’s First Trip to the Dentist
Are Dental X-Rays Safe for Children?
How to Keep Your Child Calm During a Dental Appointment
The more clicks and engagement you get from your readers, the more search engines will view you as an authority on the topic, boosting your ranking in search results.
As a bonus, your blogs can be shared as social media posts, making your feed a useful source of information.
Potential Clients Log Blogs
People love hearing ‘inside’ knowledge about a topic. It helps build trust and cements you as an expert in your field. Clients will see you as an authority on dental health when you provide answers to their questions. They’ll seek you out in person to help care for their children’s teeth. They may even share your articles with friends and family, further in-creasing your potential client base. Make sure your blog is easy to share through social media and email to encourage this!
Not a Writer? Not a Problem!
Not a writer or just too busy? Leave the writing to the experts. You can hire copywriters who specialize in dental-related topics to create content for your website.
Here are a few good places to start your search for a professional copywriter:
- Upwork
- Fiverr
- ProBlogger
Get your blog up and running and start attracting more patients today!
With that “core” dental marketing piece in mind… access more comprehensive dental marketing strategies. Download the free Marketing e-Book now!
As important as having a website is, it’s equally valuable to have a strong social media presence. Today’s approximately 247 million U.S. social media users (circa 2019) are proof that social media marketing isn’t going away.
And if you’re wondering where to invest your social media energy…
The 3 Social Media Sites You Should Be Promoting Your Business On and Why
”By using social media, you are able to put a face to your business and quickly and effectively reach out to previous and potential clients.
There are three main social networking sites that are best for reaching and interacting with your client base: Facebook, Twitter, and Instagram. Each serves a specific purpose and can be utilized in different ways.” [6]
CREATING ENGAGING CONTENT FOR SOCIAL MEDIA
Social media is more than just posting content. The content you create is key to your success. Feature community events, educate patients on dental health and lifestyle changes, and highlight opportunities for clients to interact with your practice.
The great thing about social media is that your patients can help market your practice! A themed office gives patients plenty of photo opportunities that they want to share on their social media profiles. Choose a hashtag that relates to your office and encourage patients to tag your practice in their photos. This increases word-of-mouth recommendations and makes patients feel connected and excited about your office. A happy practice is a social practice, and your patients will be happy to promote your dental office on social media!
Here is a list of social media content ideas for dental offices to engage their audience and promote their services:
Educational Tips
- Oral hygiene tips (e.g., brushing and flossing techniques).
- Information on dental conditions and treatments.
- Healthy eating tips for better dental health
Behind-the-Scenes
- Photos or videos of the dental office and staff.
- A day in the life of a dentist or hygienist.
- Staff introductions and spotlights.
Patient Testimonials
- Share reviews and testimonials from satisfied patients.
- Before and after photos with patient consent.
Promotions and Special Offers
- Announce discounts on treatments or products.
- Highlight any ongoing promotions or seasonal offers.
Dental Myths Debunked
- Address common dental myths and provide
factual information.
Fun Facts
- Share interesting and fun dental facts or
historical tidbits.
Holiday and Seasonal Posts
- Celebrate holidays and seasons with themed posts.
- Offer dental tips related to specific holidays (e.g.,
Halloween candy tips).
Interactive Content
- Quizzes or polls about dental health.
- Q&A sessions with the dentist or staff members.
Office News and Updates
- Announce new services or technology.
- Share milestones, such as office anniversaries or
staff achievements.
Patient Engagement
- Encourage patients to share their experiences
and tag the office. - Run contests or giveaways for dental care
products.
Community Involvement
- Highlight participation in local events or charity work.
- Showcase partnerships with local businesses or organizations.
Children’s Dental Health
- Tips specifically for children’s dental care.
- Fun activities or coloring pages related to dental health.
Procedure Highlights
- Explain different dental procedures in simple terms.
- Share step-by-step visuals or videos of common treatments.
Infographics
- Create and share infographics about dental health statistics and tips.
Dental Product Recommendations
- Recommend dental care products like toothbrushes, toothpaste, and floss.
Dental Facebook Marketing as a “Connection” and “Sharing” Strategy
If there’s a must-have social media platform for your dental practice…it’s Facebook. Consider it a foundational social media channel to maximize for patient engagement.
- Share patient photos (with permission and HIPAA compliance).
- Showcase your staff celebrations, milestones, and birthdays.
- Promote events you’re participating in.
- Curate, create, and share content that’s useful to your patients and their oral health.
- Update practice information – office hours, new technology, team additions/transitions, closures due to unforeseen circumstances (e.g. COVID-19, weather, etc).
- Target your reach with a Facebook ad strategy – promoting a specific service, etc.
Using Instagram as a Visual Gallery for Practice Promotion
Your Instagram platform allows for less formality than Facebook. And it has a strong appeal to younger patients, families, and those who appreciate compelling images and videos.
- Attract new patients with images of your practice environment and “culture”.
- Appeal to new team members by visually promoting your team and practice culture via photos and video content.
Social media speaks for itself as a dental marketing strategy.
”Social Media is about more than simply posting content. The content you create is also pivotal to your success.
Placing advertisements on these platforms allows you to reach new clients without spending a fortune.
The great thing about social media is that you can let your patients market your practice for you! A themed office gives patients plenty of photo opportunities that they want to share to their social media profiles.” [7]
Video Marketing IDEAS for all Platforms
Video marketing has become an essential tool for engaging with audiences, building trust, and driving patient appointments. By incorporating various types of video content, dental practices can showcase their expertise, create a welcoming environment, and provide valuable information. This guide covers the impact of video marketing and how to effectively use virtual tours, dental care tips, and patient testimonials to enhance your practice’s online presence.
The Impact of Video Marketing for Dentists
Engagement and Retention:
Videos are highly engaging and can hold the viewer’s attention better than text or images alone. They help convey complex information in an easily digestible format, increasing the chances of retention.
Building Trust:
Videos create a personal connection with viewers, building trust and credibility. Seeing the faces behind the practice and understanding the environment can make potential patients feel more comfortable.
Boosting SEO:
Search engines favor video content, making it a powerful tool for improving your website’s search engine rankings. Properly optimized videos can drive more organic traffic to your site.
Increased Conversion Rates:
Videos can significantly boost conversion rates. Whether it’s booking an appointment or subscribing to a newsletter, videos can persuade viewers to take action.
Implementing Your Video Marketing Strategy in Your Dental Office
Planning and Scheduling:
Create a content calendar to plan and schedule your video releases. Consistency is important, so aim to release videos regularly.
Promoting Your Videos:
Promote your videos across multiple channels. Share them on your website, social media, email newsletters, and in your practice’s waiting area.
Engaging with Your Audience:
Encourage viewers to engage with your videos by asking questions or inviting them to leave comments. Responding to comments and questions helps build a community around your practice.
Analyzing Performance:
Use analytics tools to track the performance of your videos. Monitor metrics like views, engagement rates, and conversions to understand what works best and refine your strategy accordingly.
By incorporating these video marketing strategies, dental practices can create a strong online presence, engage with current and potential patients, and build lasting relationships. Video content not only enhances the visibility of your practice but also fosters trust and credibility, leading to increased patient satisfaction and loyalty.
Virtual Tours of Dental Practices
Video Ideas for Content Creation
Virtual Tours of the Dental Office
Creating a Welcoming Environment:
A virtual tour allows potential patients to explore your practice from the comfort of their homes. Showcase the waiting area, treatment rooms, and any special facilities to create a welcoming and transparent atmosphere.
Highlighting Unique Features:
Use the virtual tour to highlight what makes your practice unique. This could include advanced technology, a child-friendly play area, or a relaxing waiting room.
Professional Production:
Invest in professional production to ensure high-quality visuals and smooth navigation. A well-produced virtual tour reflects positively on your practice’s professionalism and attention to detail.
Integrating on Your Website and Social Media:
Embed the virtual tour on your website and share it across your social media channels. Encourage visitors to take the tour and get familiar with your practice before their visit.
Dental Care Tips
Educational Content:
Create short, informative videos that provide dental care tips. Topics can include brushing techniques, flossing instructions, and the importance of regular check-ups.
Addressing Common Concerns:
Address common dental concerns and questions. Videos on topics like dealing with dental anxiety, the benefits of fluoride, or how to handle a dental emergency can be very helpful.
Seasonal Tips:
Tailor your content to the time of year. For example, offer tips on protecting teeth during Halloween or maintaining oral hygiene during the holidays.
Visual Demonstrations:
Use visual demonstrations to make your tips more effective. Showing the correct way to brush or floss is more impactful than simply describing it.
Patient Testimonials
Building Credibility:
Patient testimonials are powerful tools for building credibility and trust. Real patients sharing their positive experiences can reassure potential patients about the quality of care.
Authenticity Matters:
Ensure testimonials are genuine and heartfelt. Authenticity is key to making these videos relatable and trustworthy. Showcase a range of patient experiences. Include testimonials from different demographics, addressing various treatments and services offered by your practice.
Use Hashtags to Get Noticed
Creating a hashtag is simple: just place the symbol (#) before a relevant keyword or phrase in a social media post. Hashtags connect your content to specific topics or events, making it easier for people to discover posts around those subjects. They group all social media content with the same hashtag together.
Using hashtags can make you part of a larger pool of content, which can lead to greater engagement through likes, shares, comments, and new followers.
Hashtag Usage Basics
- Start with #: Hashtags always start with #, but they won’t work if you use spaces, punctuation, or symbols.
- Keep it short: Don’t string a whole sentence together. Short and sweet is the way to go.
- Be relevant and specific: If a hashtag is too obscure, it likely won’t be used by other social media users.
- Limit the number: More isn’t always better, too many hashtags can look spammy.
- Create a unique hashtag for your business: Use something like #[YourOfficeName].
- Use your location: This helps attract local followers. For example, if you’re in San Francisco, use #SFDentist, #SanFranciscoDentist, or #BayAreaDentist.
- Show support for social issues: Use hashtags like #BreastCancerAwareness or #MentalHealth.
- Online contests: Hashtags are great for promoting online contests.
- Branded hashtags: Create specific hashtags for events, staff, or photo ops.
Popular Dental Hashtags
Curious about which hashtags are most popular in the dental industry? Here are some of the top 10 pediatric dental hashtags:
- #pediatricdentistry
- #pediatricdentist
- #kidsdentist
- #childrensdentist
- #kidsteeth
- #oralhygiene
- #healthyteeth
- #dentaltips
- #dentistryforkids
- #pedodontics
Using these tips and hashtags can help boost your practice’s visibility and engagement on social media!
THE NEW BILLBOARD: ONLINE ADVERTISING FOR DENTAL PRACTICES
Did you know 85% of consumers rely on the internet to find a local business? With digital marketing, you can stream ads 24/7 at a lower cost investment than most traditional marketing approaches. By going digital, you will have access to analytics that can show you how effective your campaign is really doing. Digital marketing also creates sustained awareness, which will lead to more patients, which ultimately means more revenue for you.
Benefits of Digital Marketing
The benefits of digital marketing vs traditional advertising stand out immediately:
- Larger audience reach.
- Targeted messaging to specific demographics.
- Easily change your messaging on the fly to improve audience response and engagement rates.
- Create and nurture relationships.
- Create your own budget.
Interested in learning more benefits and see an example for your business? For a more detailed breakdown surrounding digital marketing for dental offices, check out our top 3 Reasons Why Your Dental Practice Should Pivot to Digital Marketing
Types of Digital Marketing
There are many types of digital campaign strategies, so you’ll have to determine which one is right for your business. The most common digital strategies are:
- Pay Per Click Ads – position your business on search engines and business directories where people are actively searching for your services
- Display Ads – create awareness when people visit local news websites, streaming services, etc.
- Targeted/re-targeted social media marketing – share useful information and stay front-of-mind in social timelines and news feeds
- Email Marketing – share relevant reminders and information with patients who haven’t visited your practice in awhile or who are inactive.
In today’s modern era, people will almost reflexively search online for a related answer to their question or a solution for their problem. With paid advertising, you are stacking the odds that they will find you first. If you’re interested in dipping your toes into digital marketing, we have some great resources on our blog to share:
How To Create A Dental Newsletter
The Best Dental Ads and Why They Work for Patient Attraction
If you’re feeling a little overwhelmed, there are plenty of marketing specialists and social media experts you can hire that will help you with all your planning and execution. They will ensure you are using your budget appropriately by targeting the right markets with the right messaging at the right time.
Email Marketing
Email marketing is a powerful tool for engaging with your audience, building relationships, and driving sales. To maximize its effectiveness, it’s essential to follow best practices that ensure your emails are targeted, compelling, and compliant with legal standards. This guide provides actionable tips on building a quality email list, crafting engaging content, designing eye-catching emails, and analyzing performance to refine your strategy.
Building a Quality Email List
Opt-In Forms:
Place easy-to-find opt-in forms on your dental office website. Offer incentives to encourage sign-ups, such as discounts on initial appointments, free teeth whitening consultations, or a downloadable guide on maintaining a healthy smile.
Segmentation:
Segment your email list by patient needs, preferences, or demographics. For instance, you might create groups for families with children, cosmetic dentistry clients, or patients interested in preventative care. This ensures your emails are personalized and relevant.
Double Opt-In:
Implement a double opt-in process where subscribers confirm their email address. This ensures you only engage with individuals genuinely interested in your dental services.
Crafting Compelling Emails
Subject Lines:
Write concise, engaging subject lines that capture attention, such as “Your Smile Transformation Starts Here” or “Tips for a Healthy Smile This Winter.” Avoid overly promotional language like “limited-time offer” or “act now.”
Personalization:
Address patients by name and tailor emails to their interests. For example, send reminders about pediatric care tips to parents.
Engaging Content:
Share content that resonates with your audience, such as oral hygiene tips, updates on new technology in your practice, patient success stories, or special offers. For example, create a newsletter featuring “5 Tips for a Brighter Smile” or “How to Make Your Child’s First Dental Visit Stress-Free.”
Designing Emails
Mobile-Friendly Design:
Ensure your emails are responsive and display beautifully on all devices. Use large buttons for easy tapping, clear text, and a layout that adjusts seamlessly to smaller screens.
Clear Call to Action (CTA):
Include a prominent CTA in every email, such as “Book Your Appointment Today,” “Claim Your Free Consultation,” or “Learn About Invisalign.” Make sure it’s visually distinct and action-oriented.
Visual Appeal:
Use professional imagery of your dental office, staff, and happy patients. Keep the design clean and easy to read, using bullet points, headers, and white space to break up content.
Sending Emails
Timing and Frequency:
Experiment with different sending times to determine when your patients are most responsive. A common starting point is once or twice a month. Avoid overwhelming patients with too many emails.
A/B Testing:
Test different elements of your emails, such as subject lines, CTAs, or content. For example, compare the effectiveness of “Schedule Your Cleaning Today” versus “Brighten Your Smile with Our Expert Care.”
Automation:
Use automation to streamline communication. Send welcome emails to new subscribers, appointment reminders, or follow-up emails after procedures with care tips and surveys.
Analyzing Performance
Open and Click-Through Rates:
Monitor metrics like open and click-through rates. High open rates suggest engaging subject lines, while strong click-through rates indicate compelling content and CTAs.
Conversion Rates:
Track how many email recipients take desired actions, such as booking appointments or downloading a resource. Use this data to refine your campaigns.
Subscriber Engagement:
Measure engagement through metrics like replies or social shares. Engaged subscribers indicate that your content resonates.
Legal Compliance
CAN-SPAM Act:
Ensure compliance by including an easy opt-out link, your physical address, and accurate subject lines that reflect the email content.
GDPR:
If applicable, ensure your email practices comply with GDPR by obtaining explicit consent and offering clear options for managing email preferences.
Tools for Email Marketing
Email Marketing Platforms:
Use tools like Mailchimp, Constant Contact, or ActiveCampaign to manage campaigns. They offer templates, automation, and analytics tailored for small businesses.
Analytics Tools:
Track performance using analytics from your email platform. Use the data to optimize your strategy and improve future emails.
Content Management:
Plan and organize your email content by month. This helps maintain consistency and ensures you always have engaging content ready.
By following these email marketing best practices, you can build a strong email list, create compelling emails, and effectively engage with your audience. Regularly analyzing and refining your strategy will help you achieve better results and grow your business.
ONLINE REVIEWS: A SECONDARY “SOCIAL PROOF” STRATEGY THAT INFLUENCES YOUR SUCCESS
It’s common for a current or potential patient to search online reviews about your dental practice. That’s why it’s vital to give attention to…
How to Get Online Reviews for Your Dental Office (and Respond to Negative Ones)
Data reveals that…
”91 percent of people regularly or occasionally read online reviews. 84 percent of people trust online reviews as much as the recommendation of a friend.” [8]
Claim Your Online Profiles
In an effort to gain more visibility online, a dental office should list themselves on the following business profiles to maximize their visibility and attract new patients.
Ensuring accurate and up-to-date information across these platforms will help a dental office attract new patients and maintain a positive online presence.
It’s important to “control” your reviews. Doing so involves setting up a (review) profile or claiming the default listing baked-into most review sites.
Google My Business (GMB)
- Essential for local search visibility and appearing
on Google Maps. - Allows patients to leave reviews and find contact
information easily.
Yelp
- Popular for customer reviews and local
business listings. - Helps build credibility and trust through
patient reviews.
Healthgrades
- Focuses on healthcare providers and includes
detailed profiles. - Allows patients to review and rate
their experiences.
Zocdoc
- A platform for booking appointments and
finding healthcare providers. - Patients can read reviews and book directly
through the platform.
- Creating a business page helps engage with the
community and share updates. - Allows for patient reviews and easy
communication through messaging.
Yellow Pages
- Traditional business listing site that still has
value for local searches. - Includes contact details and patient reviews.
Better Business Bureau (BBB)
- Helps build trust by showcasing accreditation
and handling customer complaints. - Patients can check the business’s rating and
read reviews.
- Professional networking site that can help with
B2B connections and recruiting. - Useful for building professional credibility and
sharing industry updates.
Local Chamber of Commerce
- Being listed with the local chamber can
enhance community trust and visibility. - Often includes networking opportunities and
local business promotions.
Bing Places for Business
- Similar to Google My Business but for Bing search engine users.
- Enhances visibility on Bing search results and Bing Maps.
Make it Easy to Review Your Dental Practice
- Add links to your review pages on your dental practice website.
- Include links on all outbound communication – emails, e-newsletters, etc.
Incentivize Your Review Process
- Offer a low-cost gift card to a local business (e.g. coffee shop, deli, etc.).
- Create a contest around reviews added to a “prize” draw.
- Announce review “winners” on your social media platforms.
Ask (the Right People) for Reviews
Those who refer your practice/services to friends, family, and co-workers are a good source for reviews as well.
- Ask them to provide a review about their patient experience.
- Thank them with a note, referral/review gift, etc.
- Reply to all reviews…even negative ones.
And speaking of negative reviews…
Use Bad/Negative Reviews to Your Advantage
Above all be professional. Don’t allow someone’s ill-intent to draw you into their “drama.”
An occasional bad review can actually help you. Too many 5-star reviews appear too good to be true.
When you receive a bad review:
- Respond quickly
- Investigate the source and complaint
- Apologize if necessary
- Say thank-you
- Offer to continue the “conversation” offline to achieve a solution
IN-PERSON MARKETING: BUILDING REAL CONNECTIONS
Host a Grand Opening
Once your office is ready to open, don’t underestimate the importance of a Grand Opening or a Theme Reveal Party. Whether you’ve themed an existing office or built one from scratch, a Theme Reveal is a perfect chance to connect with the community and attract new patients by showing off your kid-friendly decor.
Send invites! Alert the media!
- Press Release: Send a press release to your local newspapers and invite them to bring a film crew to your event.
- School Newsletters: Advertise in local school newsletters.
- Patient Notices: Send out a notice to your existing patients.
- Invite Influencers: Invite Mommy Bloggers and local influencers—use an email invite template.
- Social Media Event: Create an event on social media and advertise it to your local area.
Special Guests & Entertainment
Make your event as big or small as you want.
- Sports Mascots and Celebrities: Invite sports mascots and local sports celebrities to sign autographs.
- Tooth Fairy: Have someone dress as the tooth fairy to entertain kids.
- Face Painters and Clowns: Hire artists to paint children’s faces and clowns to make balloon animals.
- Live Music: Get a band to play music for children and adults to dance to. This will also draw attention from people nearby.
- Bouncy Castle: Rent a bouncy castle for kids to jump around in.
- Bubble Machine: Kids love bubbles, so a bubble machine is a great addition!
Serve Food
Nothing brings in a crowd faster than food! Consider hosting a BBQ or a pancake breakfast as part of your reveal. Kids love hotdogs, and they’re an inexpensive option when serving a large crowd.
Have a Photo Op for Guests
Set up a photo op with IDS themed props, pictures with the tooth fairy, or a basket full of kid-sized costumes in front of your logo. Make sure your name is shared on social media by the people attending your event.
Run A Contest
Everyone loves prizes! Have a draw where attendees write down their name and email to sign up for your newsletter. Or run a social media contest for the best photo op image tagged with your party hashtag. By hosting a family-friendly event, you can easily draw in potential new patients and get your community excited about your themed office. Existing patients will get a sneak peek before their appointments, helping kids feel comfortable and excited about visiting your dental office.
Utilize Local Influencers
The importance of an authentic voice in marketing has grown significantly in recent years, with influencers of all shapes and sizes sharing promotional messages with their followers. Take advantage of this unique marketing resource. Reach out to local influencers and host a special event just for them and their children. Turn them into brand advocates who are genuinely excited about your business, and you’ll gain them as new clients along with their followers.
How to Connect with Local Influencers
- Google Local Mommy Blogs: Search for local mommy blogs to find influential parents.
- Facebook Parent Groups: Join local parent groups on Facebook.
- Local Hashtags: Search local hashtags like #yourcitymomblogger to find influencers.
- Your Own Followers: Check your social media followers to find local influencers with children.
Host a Special Event for Influencers
- Snacks and Tours: Offer snacks and give a tour of your office.
- Child-Friendly Entertainment: Have staff or your mascot entertain the kids while you host a Q&A session for the bloggers.
- Photo Ops: Set up a photo op with your office name and hashtag prominently displayed.
- Professional Photographer: Hire a professional photographer to capture the day for your own promotional use later.
- Freebies and Prizes: Offer freebies or a prize to thank your guests for their time. Provide additional freebies or prizes they can share with their followers to incentivize them to promote their visit.
By hosting a special event for local influencers and their children, you can create genuine excitement about your dental practice. This excitement will be shared with their followers, helping you gain new patients and build a stronger community presence.
Attend Local TRADE SHOWS
Trade shows are fantastic because they give you a platform to market your services and create awareness in your community. Plus, nothing develops brand loyalty faster than education. Get your name out there by attending events and giving educational demonstrations for kids. Don’t forget to hand out informative freebies they can take home to remember you by!
Setting Up Your Booth
It’s easy to set up a simple booth and promote healthy smiles at local events, schools, sporting events, and trade shows. Here’s a list of the basic necessities you’ll need to get started.
- TABLE: Bring a folding table and decor, like tablecloths, to dress up your spot. Use your brand colors to make your booth stand out!
- SIGNS: Signage, like a hanging banner or pop-up banner, helps draw attention to your booth from a distance.
- PROMO MATERIAL: Business cards or postcard-sized promo materials are essential for helping clients remember and engage with you long-term. Add a referral code to your promo materials so you’ll know if they heard about you at a specific show.
- PRESENTATION MEDIA: Slideshow presentations, short video clips, and demonstrations with visual aids (like a giant toothbrush and a set of teeth) can go a long way in engaging potential customers and their children.
- FREEBIES: Everyone loves free stuff! Hand out t-shirts for kids, reusable bags, fridge magnets, branded toothbrushes, balloons, and anything else that would be valuable to kids and their parents
- A MASCOT: Bring an office mascot, whether it’s a toy or someone in a costume and use them as a photo opportunity.
- TRAVELING BILLBOARD: If there’s an outdoor event, use a Traveling Billboard to stand out even more!
By setting up an engaging and colorful booth, you can attract attention, educate kids about dental health, and create a positive impression that lasts. Get ready to see those healthy smiles!
HOST EDUCATIONAL WORKSHOPS
Dental clinics can organize workshops and seminars on oral health and hygiene, which can be attended by children and parents. Connecting with potential patients through seminars creates familiarity, name recognition, and trust which helps your audience choose your particular dental practice over the others.
Host Workshops for Parents & Welcome Tour Groups into Your Space
Kids love field trips. Going on an adventure is a great way to sneak some learning into a fun day out. Scout groups, schools, daycares, and open house events are a great way to invite a group into your office.
Give an office tour, show brushing and flossing techniques, and show off all the cool dental equipment you have at your disposal to get kids interested in their oral health.
Create a practical tool kit to give away. Kits can include toothbrushes, toothpaste, floss, and timers to encourage proper brushing habits.
Simultaneously, offer sessions for parents where they can learn about the latest dental care techniques, the importance of fluoride, and how to handle common dental issues such as cavities or gum disease. Providing take-home materials like pamphlets and brochures ensures that parents have resources to refer to at home.
Make Guest Appearances Where Children and Families Gather
When in doubt, go to them. Research local children’s groups and see if they are open to an educational presentation.
You can start by looking for:
- daycares
- local elementary schools
- dance schools
- karate clubs
- church youth groups
- children’s play centers and other children’s extracurricular activities
- fun fairs and trade shows
When working with a group either in your practice or at an event, it’s a great idea to include games and activities to get groups engaged in the lesson.
Here are a Few Examples You Could Try:
Dental Hygiene Bingo: Create bingo cards featuring dental hygiene-related terms like “toothbrush,” “floss,” “fluoride,” and “cavity.” Call out definitions or descriptions of these terms, and students mark the corresponding words on their cards. A fun twist on a classic game that reinforces key dental vocabulary.
Sugar Content Sorting: For older tour groups, set up a table with various food items and beverages, each labeled with its sugar content in teaspoons. Ask students to sort these items into “high sugar” and “low sugar” categories. This game helps raise awareness about the hidden sugars in everyday foods and their impact on oral health.
Plaque-Disclosing Tablets Challenge: Provide plaque-disclosing tablets that temporarily color dental plaque on teeth. Have students chew the tablets and then use mirrors to find and remove the “plaque” by brushing their teeth. It’s a hands-on way to illustrate the importance of thorough brushing and shows how plaque can hide in hard-to-reach places.
Open the Door to Dental Marketing Strategies that Give You an Edge on the “Competition”
Your dental practice website, social media, and online reviews are an effective dental marketing triad. However you prioritize them, each strategy is an investment that will create strong returns.
Ultimately, your dental marketing strategy is about creating loyal patients.
SOCIAL MEDIA FOR DENTAL MARKETING