Meeting Patients Where They Are

Online ( / änˈlīn / ) adjective , noun .

MARKETING

To attract patients , you need to meet them where they are . In 2018 , that magical place where your prospective patients can be found is Online . This is where they will look for you , so you should be there to meet them and be ready to make your best first impression . They will be looking to get to know you , to understand how you can help them , and to get a sense for whether or not they can trust you . If that seems to you like a lot to get across in an online presence , you are not alone . There are clear trends in marketing that are affecting your practice and the practices of your professional colleagues , and it will be to your advantage to understand them .

When online marketing is done well , you can reach new patients at any time of day , wherever they may be . This requires responsive design . Responsive design is a term used to describe a website that functions across any device your target audience might be using – a laptop , a smartphone , an iPad , or a tablet . Responsiveness means more than just showing up properly on whatever screen your viewer uses , although that is a critical first step . It also means making sure your website is engaging and attractive . Your images must be crisp and appealing , and the file sizes should be small enough to upload within 1 or 2 seconds .

If your website was designed a while ago , updated code can make it faster so viewers don ’ t move on to escape your slow-loading graphics . An experienced designer can help you optimize your website so it functions well . They can also help you deploy professionally designed interactive tools , infographics , and slideshows to hold your visitors ’ attention longer .

Now that Facebook has remodeled its algorithms to prioritize newsfeed posts from friends and family , you may have to adapt your Facebook strategy to make sure your followers are seeing your content . A talented social media company can help you make sure your practice isn ’ t left out in the results of online searches , and ensure that your Facebook marketing budget is spent wisely .

A well-designed website will allow patients to book appointments online , and quickly scan your services and any special offers you may have .

Consider adding a professionally produced promotional video to your website . This tool can introduce you , your team , and your practice culture . Viewers will see how you interact with patients , what kind of atmosphere they can expect , and what kinds of services you offer . They will get a feel for the personality of your practice , so this is your chance to make it shine . More than a way to show off your newest equipment addition , a video is an opportunity to showcase the warm , comforting , and inviting nature of your practice .

You may not think of your practice in the same light as the taco shop down the street , but your prospective patients will check out an online review before they make an appointment the same way they choose a place for lunch . In fact , 98 % of survey respondents say they will read online reviews before choosing a dentist , and nearly the same number say that a negative review will influence their decision . All reviews , positive and negative , matter . Most consumers believe that businesses who respond to negative reviews care more about their clients . Monitor your reviews , and train your staff to ask for a review from happy patients immediately after their appointment .

Catering to the needs and expectations of a highly mobile , well-informed audience dema nds that you be on point in your marketing strategy . If you need help creating a new , vital plan that capitalizes on these trends to achieve your business goals , reach out to an experienced professional today .

16 NORTH TEXAS DENTISTRY | www . northtexasdentistry . com

North Texas Dentistry Special Issue 2018 NTD SP ISSUE 2018 DE | Page 16

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T O P I C S in the world of dentistry

Meeting Patients Where They Are