The Five Factors
of Digital Marketing Success

Digital marketing for dentists is swarming with competition. And it’s only increasing, as more and more dentists hop on the digital marketing bandwagon.

How do you stand out from the crowd? By executing the most important marketing activities. The most cost-effective channels. Building a blueprint that generates a consistent flow of new patients, month after month.

Our team has 15 years experience managing the online presence for thousands of healthcare practices. This experience has led us to a compelling diagnosis: There are five key digital marketing factors to maximize new patient results. And here they are…

5 factors

High-Converting Website

That first impression must count.

Your website design is typically the first thing prospective patients see. In essence, it’s the most important factor for new patient growth.

Any website designer can create a gorgeous website. But “beauty” is not the be-all and end-all. Your website is a business tool, not some artistic masterpiece.

While, modern, contemporary design is essential to your online reputation, your website must create an emotional connection with dental patients.

To achieve this, you must tap into the minds of those making household healthcare decisions. This means showing smiling people. Your smiling people. Custom photography of your team brings comfort, which is essential to new patients who could be wary of going to the dentist. It bridges the emotional connection needed to hook prospective patients and encourage them to dig deeper.

Your website content must be persuasive. It must build trust. Inspire hope. It should tell visitors why they should choose you over the potentially dozens of other dentists in their area. That’s the first step. Because no matter how many website visitors you generate, your website must be ready to convert them when they arrive.

Website Traffic

Nearly 80% of dental patients start their journey to find a new dentist on Google. That’s based on our analysis of over 30,000 new patient conversions. Of these 80% of patients, they’ll find you through organic traffic or paid traffic.

organic traffic

website traffic

Organic traffic is “earned.” That is, you achieve top rankings on Google with proper SEO (search engine optimization).

Google’s algorithm consists of hundreds of ranking variables, so it’s important to hone in on the most important ones. Based on our analysis, these are the most important trust signals Google relies on:

  • On-page SEO
    Google looks at a range of technical factors, including clean code, fast load speed, and mobile design. Other factors to consider are optimized title and meta descriptions, proper internal linking, and photo optimization.
  • Off-page SEO
    It’s important to keep your practice information consistent across the Internet, whether it’s on Facebook, Yelp, or directory sites. Building natural, relevant external backlinks will also help increase your domain authority.
  • Google My Business.
    Considering it’s a Google-owned product, it’s especially important to optimize your Google My Business listing. This includes having accurate practice information and a portfolio of positive reviews.
Paid traffic is precisely how it sounds. It gives you access to the most prime real estate on Google. SEO can be a marathon. Pay per click (PPC) advertising, through Google and Facebook, gives you instant visibility on these platforms. Here’s how it can drive more new patients to your doorstep:
  • Attract traffic from surrounding suburbs.
    Ranking high in suburbs other than your own is challenging. PPC makes it possible by targeting specific geographic locations.
  • Attract traffic to a brand new practice.
    SEO takes time. PPC gives you a head start by generating new patients as soon as you activate your campaigns.
  • Attract traffic for specific procedures.
    Google Ads allows you to target patients looking for crowns, implants, cosmetic dentistry, and other dental procedures.

We take a 360-degree approach to paid advertising. Our PPC team will build custom landing pages and optimize keywords to improve conversion, increase quality scores, and make your campaigns more profitable. Also included in our plans is optional call tracking and integrated Facebook chat.

There’s an art and science to advertising. Managing millions of dollars for our PPC clients, our campaigns are backed by transparent reporting so you know precisely how much you pay per new patient.

paid traffic

Email Marketing

Email marketing isn’t a dinosaur. It’s a proven marketing channel that
generates incredible ROI. Better than any other channel, in fact.

Both an internal and external marketing tool, email marketing helps you nurture current patient relationships and gain more new patient leads. Our email marketing console keeps you connected with patients to improve retention and generate referrals.

Monthly e-Newsletter

Written by professionals with experience writing dental content, our monthly newsletters keep patients engaged by educating them on dental health. They include concise, well-researched articles to keep your practice top-of-mind.

Seasonal Messages

New Year’s and other popular holidays are great opportunities to stay connected with patients, reminding them that you’re there for their dental care. Our email software can automate your preferred greetings or you can use the console to do it yourself.

Blog Posts

We write and publish articles to your blog twice each month. These researched, professionally copywritten articles help increase your authority in the dental field. Once you approve the content, your patients will be alerted via email.

email marketing

Birthday Greetings

In addition to holidays like New Year’s, birthdays are a time of year when people tend to reflect on their health. As you know, there’s much more to oral health than having a pretty smile. Automated birthday greetings remind patients to take care of their health and, hopefully, book their next appointment.

Targeted Campaigns

Sending relevant email messages to a segmented group of patients (i.e. insurance patients, teeth whitening patients, etc.) encourages repeat appointments and prompts existing patients to refer you. Through our email console, you can also send custom messages to announce a new promotion, event, or staff member.

Additionally, our software allows you to build a customized patient database. Want to segment your list by age? Or by payment type? Our email tagging feature allows you to easily group your subscribers so you can send targeted email campaigns.

5-Star Reviews

Your reputation. It’s one of your most valuable assets. It can also be a liability, especially in the digital realm.

Long gone are the days when “real world” recommendations were the only way to grow your practice. Today’s digital-driven world has made your online reputation just as important – if not more important – as your real world reputation.

Your real world reputation might include your personality. Your bedside manner. Your clinical skills. Your digital reputation? This resides with online platforms like Google, Yelp, and Facebook. And how exactly do these platforms gauge your reputation? Reviews.

The latest research shows that most people trust online reviews as much as they trust a personal recommendation. Think about it. What’s more revealing? Feedback from one person or combined feedback from dozens (or even hundreds) of other people?

Our First-Visit Survey technology encourages reviews at the perfect time – immediately following a patient’s first appointment.

This proprietary system automates a survey to new patients to get their feedback. If the feedback is positive, they’re encouraged to leave a review on the most popular review sites (Google, Facebook, and Yelp).

Of course, there is the inevitable potential for a negative review. It’s going to happen. What matters is how you handle it.

We take a three-pronged approach to help dentists mitigate their online reputation. In fact, some of these tactics can turn a negative review into a positive outcome.

Social Media

Social media is a powerful marketing tool. But unless you "pay to play," it's not a primary driver of new patients.

In fact, based on our analysis of tens of thousands of new patients, less than 8% start their online journey with social media.

Of course, this hardly means Facebook should be ignored. Social media enhances your online presence in several ways:

Builds community

An active social media presence improves top-of-mind awareness. It reminds patients to think about you, which in turn, improves retention and stimulates referrals. That being said, your social profiles must deliver an engaging experience. We provide the tools you need to build an engaged social following.

Reveals social proof

Social media helps aid new patient conversion as it gives patients a more personal view of your practice. It allows you to showcase your personality and illustrate why a patient should choose you.

Improve authority

While it’s not proven, evidence suggests that Google’s algorithm monitors social media activity. Meaning, if you’re popular on Facebook, Google’s algorithm will likely reward you with higher rankings.

Similar to email marketing, social media is an internal marketing tool that can also produce external results. By keeping your practice top-of-mind, you’ll encourage patients to keep coming back and refer you when the time is right.