Online Dental Marketing can be very overwhelming for any dentist and moreover, figuring out where to start is another challenge. One of the best places to start is with your practising website.
It is no secret that virtually every potential patient for your dental practice spends a considerable amount of time searching for the “perfect local dentist” before deciding to give you the call. With the phone books or the yellow pages long gone, everyone research online. In fact, it is quite rare these days to find a dental practice without a website.
Here are the 15 benefits of having a website for your dental practice, including what information to include in your website (in no specific order).
1. About the Dentist
The “About” page is one of the most visited pages on a dentist’s website, because choosing a dentist is a very important, personal, and confusing process. With so many dental practices blooming in and around the city, it is difficult to rush through and select any dentist. It is the dentist’s job to make the potential patients want to choose you over your competitors.
How can a prospective patient tell one dentist from another? What encourages or drives them forward to make that decision? What are the deciding factors? The following are some of the deciding factors which helps the prospective patient go forward with the appointment scheduling.
- What is the dentist’s highest level of education?
- When and where did he/she acquired their dental degree?
- Information about their residency
- Has he/she received any awards or appreciations?
- Details about Certifications or Continuity of Education
- What field is he/she specialized in?
- To which age groups are their services focused toward?
- How many of years of experience does he/she have?
- Associations or Organizations- Provide explanation of the organizations or leadership roles the dentist has attained.
- Promotion of Health and Treatments– What does the dentist strive for and how does he/she promote dental health?
- Discounts on Procedures– Does the dental practice offer discounts on treatment or procedures? How can patients attain coupons or deals
- Camps Conducted– Have the dental practice conducted Camps? If so, provide details about it.
- Dental Research– Provide list of any articles, research, or any publications the dentist has done.
- What does he/she do for leisure?
- What are the dentist’s interests?
If there is a team of dentists at the dental practice, the dentistry’s website should include information about each dentist in the team.
2. Brand your Practice
A website can help you create branding and name recognition in your community. People feel more comfortable in the services you provide when they recognize your dentistry name.
Overview of the Clinic
Provide a brief idea about your practice as a whole. Share your dentistry culture, express what makes you stand out from your competitors in the area and highlight your personality.
“A mission statement is a brief description of a company’s fundamental purpose” says Susan Ward, Business Writer and Owner of Cypress Technologies. Whether you are starting out a new business or rethinking your business goals, mission statements convey what your business is all about, which audience you serve, and how you serve them all in just a few words.
Mission Statement Examples:
- Amazon: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
- Google: To organize the world’s information and make it universally accessible and useful.
- Facebook: To give people the power to build community and bring the world closer together
- Toyota: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.
Services and Treatments
Your dental website should include a section where it explains the services and treatments provided at the dental practice. This is very beneficial for your patients. Patients are always looking for information about the latest procedures, how effective it is, how the recovery state will be, how the procedures are performed, and any potential cautions/risk associated with the procedures.
Timing of the Clinic
Be accurate about your hours, especially if they differ from day to day. Highlight if you have special hours such as on holidays.
Include the full address of your business. Insert a Google Map to help visitors locate where you are. This way they can zoom in, zoom out and scroll around to get a better understanding.
Mention if you can answer questions by email. Many people prefer email over phone calls. Have a clickable phone number attribute for mobile devices.
Be specific about the types of insurance you accept. Explain your payment options (Cash, Credit Cards, Medicaid, CareCredit) and the policies clearly to your prospective patients to avoid any frustrations.
How do you want your patients to remember or associate your dental practice? It is that exact feeling or attribute, you want your brand to convey about your practice. Try to create a consistent color scheme and message across your practice, website, and any marketing materials.
3. Staff Details
List out your staff with their images. Include a brief description about each of your team member. Some of the things you can talk about are their highest education, where they are from, what they enjoy doing or good at (sports, hobbies), how long has they been at your business, about their family, and so forth. This is a great way for your patients as well as your prospective patients to get to know about your dental team. Also, knowing whom you will meet at your appointment reduces or alleviates any fear and breaks the ice between the patient-staff relationship.
A prospective, new, or existing patient may have numerous questions, concerns, or would like to request for information regarding their dental needs. What is a good platform for them to ventilate and how can they express what they want? A great place is through the dentistry’s website. Have an Enquiry section or a tab on your website where the patients can leave a comment with their details. This way, you can contact them back to fulfill their needs.
One of the best ways to build trust with your patients are through images and videos. Your dental patients would want to see real pictures or video clips from your dental practice. Examples of images include:
The Infrastructure of your Dentistry
Post pictures of the patient’s waiting area, the reception, and dental cleaning/procedure rooms. Some patients are nervous about their appointment and they develop fear of the dentist or the procedure. Help your patients overcome this type of fear by giving them a virtual office tour. Patients will get a better understanding of the floorplan prior to their visit and they will be at ease during their appointment.
Staff at Work
Feature photos of the dentists and staff at work. To make the photos fun, have the staff and patients pose for a picture. A perfect way to portray an employee of the month at your business is to feature them with their picture on your website and dental practice. This sends out the message that your team members are being evaluated for their performance and the staff is acknowledged with a reward for their hard work.
What a fabulous way to show off your dentistry’s’ fancy dental chair for your patients. Get your patients excited about cleaning and dental procedures. Modern and comfy chairs are inviting for all age groups.
Be proud of what your dental practice has achieved over the years. Whether it be awards or any form of recognition, this is a fantastic opportunity to display them to the public. Let your achievements represent the kind of dentistry you are!
Events conducted by the Clinic
Showcasing pictures from events conducted by or at your clinic can set the bar higher. It displays how involved your dentistry is with the community and how your dentistry isn’t all business.
Happy and Satisfied Customers
A happy and satisfied customer is always a great asset to your practice. Not only will they return to you but they will also refer or recommend your dental practice to others, eventually leading to more happy and satisfied patients.
Taking pictures of your happy customers are a great way to show them gratitude for their cooperation throughout the service and for trusting you (the dentist) and your team. It convinces new prospective patients who may be looking at your website, how you have so many happy and satisfied patients.
6. New Patients
If you have information all over the place on your website, a new patient is not going to waste much time figuring out about the dental practice, the application process, or even how to book an appointment. Your dental practice website should be attractive, functional, and patient-friendly. Consider having a separate section labelled “new patients” for example to make it easy for them to access the necessary forms and the essential information. Provide a brief overview of the process of new registration and what to expect. Include important information and the required forms for new patient registration such as:
- Accepted Insurance
- Dental Plan for those without Insurance
- New Patient Forms
- Transfer of Medical Records Form
- Accepted Payment Options: Cash, Check, Debit or Credit Cards
Wonderful testimonials and awesome reviews are one of the best marketing tools. Add a Patient’s Testimonials page for your dental website where you patients can post their honest reviews and testimonials. Request your patients to leave a review on your website. Ask them for a short picture or video review as they are the best compared to just text. Conduct a contest for reviewing. Ask your patients to leave a review for a chance to win something in exchange (free cleaning, whitening or electric toothbrush).
Just how important is scheduling appointments online? Based on a study by Accenture, “by the end of 2019, 66 percent of US health systems will offer digital self-scheduling and 64 per cent of patients will book appointments using digital tools”. Let’s take a closer look at the benefits of having an online appointment page.
Convenience for the patients
According to Zocdoc, 45% of appointments booked through its system are booked outside of business hours. Many patients find it difficult to schedule for their appointments during their workday. Self-scheduling can provide 24/7/365 access to your patients to book their appointment- all online.
Save your staff’s time
Many dental practices still require patients to make the phone call to schedule their appointments. Instead of wasting your staff’s time, have them focus their attention on the patients.
Patients expect to be access to schedule their appointments online since we live in a world where technology is advanced and sky is the limit. Online appointment scheduling is rapidly growing and it is very important to stay on top of things.
9. Mobile-friendly Website
The number of patients using mobile phones over desktop computers to search has surpassed. A couple of years ago having a mobile-friendly website was a nice feature to have but, now it has moved to a must-have feature. Another beneficial aspect of having a mobile-friendly website is that, Google will reward any mobile-friendly website by ranking them higher than the websites that aren’t updated with this feature. Take advantage of this and be sure to have a mobile-friendly website for your dental practice.
10. Dental Blog
A dental blog is an online cost-effective marketing channel that can help you deepen your connection with your current patients, as well as attract prospective new patients by educating them. As visitors read your content, you begin to earn their trust. This trust will make prospective patients want to learn more about your practice.
- Develop Patient Relationships
- Drive traffic to your website
- Generate results overtime
- Conversation with patients
- Inspire readers with valuable information
- Enhance social networks (share on social medias: Facebook, Twitter)
11. Live Chat
Live chat is a platform that allows you to chat directly with your patients or prospective patients. Live chat feature has been around for some time now but, not many businesses have implied it to their marketing strategy. Hence, they are losing many clients to their competitors. It is a must-have tool for your dental practice and here is why.
Visitors or Patients
- Real time interaction with a health team member
- Less stressful than speaking on the phone
- No waiting period and can receive quick response
- Reachable after business hours
- Flexible and can help more than one person at a time
- Generate leads and increase sales
- Customer support to the next level
- Increase patient’s confidence in your dental practice when questions are answered or problems are resolved
- Competitive advantage
- Help to build patient’s trust
12. Patient Portal
The Patient Portal is a secure, confidential, and easy-to-use website that lets patients communicate with their healthcare providers any time or night. All information is secure.
By signing up or enrolling, you will be able to:
- View, Download, or Print a summary of your treatment
- Request and confirm your appointments
- View the details of your upcoming appointments
- Update your information (Address, Email, Insurance)
- Renew your prescriptions
- View lab work
- Send messages directly to your provider and their team
- Ask questions
- Make payments and much more!
13. Resources, Forms and Policies
It would be best for your dental website to have a section where patients can access forms and policies. Some examples include:
- Registration Form
- Notice of Privacy Practices
- General Policy
- Financial Policy
- Patient Consent for Use and Disclosure of Protected Health Information
- Transfer of Medical Records
14. Social Media
Social Media provides a wonderful marketing opportunity for dentists who are looking to promote their practice. It can help a dental practice to maintain a good online reputation, provide a platform for your patients to leave a review, increase website traffic, motivate patients to refer you to friends, and build patient trust. Engage with patients through Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube, and more. Remember to always have fresh and relevant content. Depending on your goals, time, and resources try to post daily or at least 2-3 times a week.
15. Dental Practice News
The dental practice news section is one of the most informative sections of a dental website. Try to include valuable information you want to share with your patients (or potential patients). It can be information about recent procedures or equipment available, new developments in the dental industry, or articles about a specific treatment in which you offer at your dental practice. Keep this section updated and interesting. A website that offers exceptional information encourages the reader to spend more time on the website, hence bringing them closer to the dental practice.