Building Your Complete Web Presence So They Find You! Rich Hirschinger, DDS, MBA, Officite Dental Advisory Member
Building Your Complete Web Presence So
They Find You!
Rich Hirschinger, DDS, MBA, Officite Dental Advisory Member
» Course Objectives
• Discover the ever growing importance
of creating an online presence for your
practice
• See how patients search for a dentist
online
• Review core strategies of a complete
Web presence
» You Need an Entire Web Presence
Website A professional practice Website is the hub
of your Web Presence
Search Marketing Attract more patients with a
higher search ranking
Mobile Website Transform your website for use
on all mobile devices
Reputation
Management Improve your online reputation
Social Media Generate new patient referrals
Patient Education Educational content for your
website
Brand Marketing Unify your online & offline
communications
» How Do People Interact With You Online?
» There are Many Ways…
• Website
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile
• Social Media
» There are Many Ways…
• Website
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile
• Social Media
» Website
You need a professional, practice Website
• Must attract Google & search engines
• Must engage visitors
• Professional, modern design
• Focal point of all marketing & patient
education
• Encourages & links to other online &
offline marketing communication
• Enhanced office efficiencies
• Easy navigation & speed
• Works for your practice 24/7
Example
• Contact form
• Appointment requests
• Appointment reminders
• Patient forms &
resources
» Website – Patient Communications
» Website – Patient Education
Patient Education
• Optimize your site with service keywords
• Patient education helps your search ranking & emphasizes your
experience & expertise to the patient visiting your site
• Patient education library
• Patient resources
• Integrated blog
• Educate your patients outside the
practice
• Example
» Website – Educational Graphics
In-depth education with
accompanying graphics
• Dental Services
• Patient Info
• Smile Gallery
• Technology
» There are Many Ways…
• Website
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile Search
• Social Media
» Search Engine – Local Search
What are they searching for?
› Searching based off location
› Search engines already use your
location (through IP address) to
determine your results
• Examples
› Dentist Chicago il
› Atlanta dentist
› Dentist near 33101
» Search Engine – General Search
What are they searching for?
› Searching for specific services &
specialties
› Also location based
• Examples
› Dental Implants Savannah GA
› Teeth Whitening Roswell GA
› Cavities Macon GA
» Search Engine – Search By Name
• Examples
› John Smith Dentist
› David Clark, DDS
› Dr. Sarah Summers
What are they searching for?
› Referred patients
› Doctor Name
» Search Engine - Results
What do they see?
• Paid Ads (PPC)
• SEO
• Online Reviews
• Directory Listings
Paid Ads
Places
SEO
Reviews
» Search Engine - SEO
Search Engine Optimization
• 75% of users never scroll past the 1st page of Google
• 70% of links clicked are in the organic search results
• SEO Strategies
› Keyword selection
› Title tags, Meta descriptions, Sitemap
› Website content & image optimization
› Directory submissions
› Link building and content marketing
Pay Per Click • Pay Per Click advertising allows you to promote specific services in your
target area that show up in the sponsored listings when patients are
searching for that specific service
» Search Engine – PPC
• Attract new patients right away while
your SEO kicks in
• Promote niche services to a targeted
audience (5, 10, 50 miles) of your
office
• Bid & budget process
• Immediate results
» Search Engine – Directory Listings
• Reviews will show up in search
results
• Having verified, accurate
listings will help with your
overall search ranking
• Google + Local
• Yelp
• Yahoo!
• Example
» There are Many Ways…
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile Search
• Social Media
» Consumer Sites
Online Reviews
• Searching patients also look to online directories for a new dentist,
by reading patient reviews…
• Are you listed in the
directories?
• What do patients see?
“HORRIBLE PRACTICE!
I am never going here
again”
“They exceeded my
expectations! Great staff,
great service & great
facility”
http://www.youtube.com/watch?v=7D
4WxokJJGc
» Consumer Sites
Reputation is everything
• Double-edged sword– good reviews get you new patients while bad reviews keep your practice from succeeding
• Reviews amplify word-of-mouth
• Yelp alone has over 78 million monthly visitors • 72% of consumers trust online reviews as much as personal recommendations
• 87% claim online reviews reinforce
their purchasing decisions
• Patients will leave and read reviews
about you online whether you have a
plan or not– be proactive!
» Consumer Sites
Manage Your Online Reputation
• Take Control of Directories
• Claim listings
• Eliminate duplications
• Optimize listings
• Update listings
• Audit listings
• Integrate with website & online marketing
• Put Together a Reviews Strategy
• Identify “optimal” reviewers
• Train staff to garner reviews
• Learn how to solicit reviews
• Implement post-appointment reviews request
You need optimized reviews
• Reviews by experienced, review-savvy patients
• More than a few
• Steady flow
» Consumer Sites
• Use multiple review sites,
including medical-based
• You need a plan
» Consumer Sites
Tools to manage your reputation
• In-office strategy
› Review Cards
• Mobile Emphasis
› Make it easy for your practice to be found on mobile
› (Google Maps & Apple Maps)
• Alerts
• Reputation Monitor Program
› Detailed overview of the conversations
happening about your practice online
› All of your reviews centralized
» Consumer Sites
Monitor your online reputation
» There are Many Ways…
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile
• Social Media
» Mobile
Patients are using their mobile devices to access
information and may be interacting with or searching for
your site on their smartphones or tablets
» Mobile
» Mobile
Daily search usage trend by platform
Source: Google
Internal Date,
2011. % of each
platform’s traffic
shown hourly for
one day.
Does not
indicate absolute
or relative traffic
volumes.
» Mobile
Mobile Comparison
• Non-mobile: slow browsing
experience; small fonts; excessive
scrolling; poor user experience
• Mobile Ready: Click-to-call; one-touch
directions; appointment requesting;
social media; reviews, HTML 5
Example: Go to: www.strobeldentistry.com on
your mobile phone
» Mobile
Mobile Search
• 66% of mobile users find
mobile sites through a search
engine
• 61% of mobile users will leave
a site if they don’t find what
they are looking for right away
on a mobile site
• Google prioritizes mobile
optimized websites in their
mobile search results
» There are Many Ways…
• Search Engine
› Local Search
› General Search
› Search by Name
• Consumer Sites
• Mobile Search
• Social Media
» Social Media
Patients may find your practice information on a social
networking site
› Blogs
• Social Media is the new referral network!
• https://vimeo.com/user11856318/review/62165167/7cb5
5b7b3b
» Social Media
• Automated blogs
• Personalized, Professional
Facebook Page
› Customized Welcome Page
› “Like Us” strategy
• Social Media office signage
Example
A winning Social Media strategy
» Social Media
Friends of your patients may
read your blog
• Post regularly (weekly or bi-monthly)
• Post educational & entertaining
content
• An engaging blog will keep potential &
existing patients on your website or
social media sites longer, increasing
the chance for an appointment
request
• Blog should be hosted on website &
integrated with Facebook & Twitter
» Social Media
Professional Facebook page
› Professional Page allows you to
create unlimited pages for a
business
› Anyone can “Like” a page
› Implement a Welcome Page on your
FB
› Request an appointment & quick
links to your practice website on your
FB
» Social Media
Get patients to “Like” you
Reach out to them!
• Branding & Identity › Custom Practice Logo
› Tie all marketing (online & offline) together for
consistency & brand recognition
• Print Marketing › Neighborhood Mailer
› New Mover Mailer
› Banner
› Brochures
› Business Cards
› Custom Print marketing
› Envelopes
› Letterhead
› Practice Profile Cards
» When Patients Aren’t Searching For You…
» Be Findable with a Successful Web Presence
• Website is hub of entire Internet
presence
• More than a website
• Search Marketing
• Patient Education
• Reputation Management
• Mobile Website
• Social Media
• Brand Marketing
1. You have to do something
2. You can’t do this by yourself
3. Find an expert with experience in all areas of dental websites and
online marketing
4. Choose a leader in technology and industry
5. Consult with a dedicated advisor to implement Web presence
solutions that fit your practices goals
6. Partner with a provider that works with your practice individually &
consistently to help manage & guide your Web presence
» What Now?
Rich Hirschinger, DDS, MBA
(866) 731-8834| www.Officite.com | [email protected]
Booth # 100
Vanessa Vitagliano, SCDA Web Presence Advisor | [email protected]