
Dental Marketing
Increase your dental practice’s monthly intake of new patients and profit margin.


How Google Works
It is important to understand what factors determine which dental websites are shown on the first Google results page instead of the pages with less traffic.
A website’s position on Google is determined by its page rank, composed of particular search terms or keywords. The first search engine works by tracking keywords on all webpages, so if a potential new patient searched “dental veneers,” they would then get back a list of websites containing those keywords.
The websites mentioning dental veneers the most will be presented higher on the result page than others with less mention of the desired subject. The next factor in determining where a website is positioned on the results page is the credibility of the site. Dental websites that are frequently backlinked, or referred to on other websites, are more likely to be considered relevant by Google. Keyword seeding allows Google to find your dental site while backlinks determine how much Google trusts your site to be relevant.
The results Google presents users are known as organic results because they are always changing based on the website’s verbiage and overall traffic. Now that you know how search engines work and sort through information online, how can this knowledge be applied to your dental marketing strategies to streamline success?
Search Engine Optimization to boost your dental website’s traffic and ability to get found come in many shapes and forms. One successful and credible way to polish your online reputation is through public consumer reviews. People read online reviews when deciding where to eat, what to do, what product to buy, and on many other occasions. If a potential dental patient stumbles upon your practice’s website having never heard of it before, positive reviews from patients may help sway them.

Public Online Reviews
Online reviews show current patient approval and satisfaction and increase the credibility of the capabilities and character of your dental practice.
The quality of service is reflected in the dental website’s overall star rating while the frequency of public reviews shows that the practice is relevant and reliable. Robert Cialdini is an American psychologist and professor and has researched heuristics in human decision making and persuasion for decades. Heuristics describe the various problem-solving techniques humans innately possess, which are effective in the short term but are not always rational or optimal.
Cialdini argues that there are six pillars in persuasion, one of them being social proof. The social proof pillar suggests that people are more likely to perform certain actions if they can relate to the people who performed the same actions before them.
In other words, if people see others doing something, they are more likely to do the same thing. This can be applied to the importance of public patient reviews because they provide a means of social proof that may help bring in new clients that were otherwise unconvinced.
Lastly, public reviews are something that a dental practice can accumulate over time, allowing them to stay at the top of the results page so long as they maintain their service to satisfy and exceed the expectations of patients.

Market Effectively With Google Ads
Another potential form of dental marketing is online advertisements like Google Adwords and on various social media platforms.
The goal of any advertisement, whether it is digital or printed, is to optimize the advertisement to attract the maximum amount of engagement from potential clients.
Dental Google ads can make it easy for dental practices to reach new patients in many ways. Potential patients see hundreds of advertisements a day, so it is important that your dental practice checks off three key boxes when designing a Google Ad or any other promotional post. Firstly, the dental practice must choose a high-quality image for their advertisement to promote a refined, professional image.
This may be the first impression many potential patients are getting of your dental practice, so it is best to choose a high-quality image to reflect high-quality dental care.
Secondly, the text of Google or social media advertising should be engaging, but not too lengthy. Every word printed on your dental ad should be encouraging the reader to click your subscribe button or visit your dental website.
Lastly, the dental practice should publish the advertisement in about a five-mile radius from the practice.
People are generally not willing to travel very far to see their regular dental provider, so finding and interacting with patients close in proximity to your practice can help your dental practice book appointments and bring in new patients.
It is crucial that dental practices be very specific and selective when deciding which direction or demographic to target with their marketing because a holistic approach targeting everyone will likely cost the dental practice more money than it makes it.
So if a dental practice wanted to promote their dental Invisalign services, they should construct an advertisement made specifically for people searching for Invisalign treatments in a 5-mile radius from the practice to maximize new patient intake.
The process of trial and error is a tedious one, but when dental marketing teams think and act critically to understand what works best for their dental practice’s marketing goals, the results will be worth the time and energy invested. Marketing trends change, but the ability to continuously exceed the expectations and needs of dental patients will always help a dental practice grow.
A thorough understanding of what current patients like and what future patients are looking for is crucial to any business’s success, but in the field of dentistry where patients expect nothing but the best from their dental provider, it is even more essential.

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