Digital marketing for the dental practice

An introduction to the basics of digital marketing for dental practices. How to create a strategy that will engage and attract patients.

1. Nathalia Porras

2. @nporrash

3. Intro of NP and services offered 3

4. Agenda Branding What is Digital marketing The website Reporting and KPI’s SEO Social media Online Reputation Management A case study Next steps 4

5. What is Branding?

6. Branding & Positioning A brand is not what YOU say it is. A brand is what THEY say it is. - Marty Neumeier

7. A case study

8. Healthcare marketing insights

9. 72% of of internet users say they looked online for health information within the past year Source: Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/ Healthcare marketing insights

10. 77% of online health seekers say they began their last session at a search engine such as Source: Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/ Healthcare marketing insights

11. Orthodontists make the most use of social media marketing with 92% using Facebook Source: 2012 Dental Marketing Barometer Survey—Download Results and Analysis Now - WPI Communications, Inc. (n.d.). Retrieved April 15, 2016, from http://wpicommunications.com/articles/2012-dental-marketing-barometer-surveydownload-results-and-analysis-now/ Healthcare marketing insights

12. Dental digital marketing stats Email marketing in the Dental Industry has the highest open rate % of all industries

13. Where to start?

14. Your Website Your website is the communication hub and the foundation of your online presence It reflects on your brand & communicates clearly your services You can think of it as a store front that is available 24/7 15

15. Your website has to be created for 2 users: Humans Search Engines The website MUST be mobile optimized Creating your Website 16

16. Google Analytics # of unique visitors goal conversion % monetary value of goal conversion page views referring sites social referrals keywords 17

17. What is SEO? PPC/ Google Adwords Organic SEO

18. SEO updates Panda: 2011 targeted sites that didn’t have very high quality content Hummingbird: Effectively interpret users conversational searches. Long tail searches Pigeon: More local search results and geo-targeting. Making google searches more relevant to local searches Penguin: Penalization of spammy back linking strategies 19

19. Social media is not a fad or trend it is a fundamental shift in the way we communicate socially

20. Social media Reasons Dental Practices use social media 21

21. Why should dental practices do Social Media Marketing?

22. Impact with patients or referrals Benefit to the practice Remain top-of-mind Increased visibility and discoverability Practice shows what it stands for- brand values shine thru Acquires a desired positioning Added credibility and a loyal following Positive organic WOM which can lead to new patients Why should dental practices do Social Media Marketing?

23. Social Media Implementation know what your brand stands for Pick your target audience Choose Your distribution channels Create a content calendar Measure and adjust

24. Marketing Automation Programs (MAP’s) Tools that make your social media management easier

25. Online Reputation Management

26. Online reputation management How to manage negative comments? Should you respond to negative comments? 29

27. Online reputation management 48% of complaints are done in a public setting. i,e: Facebook, trip advisor, Twitter, RateMD 80% of consumers say they trust online reviews as much as personal recommendations 30

28. Online reputation management You respond quickly (best practice:within the hour) Show empathy in your response Stay on the same social channel Respond twice, and no more than that 31

29. Benefit of answering to negative comments online 32 It increases your customer advocacy and increases customer retention Turns unhappy customers into neutral or happy customers Gathers insights Differentiates you from competitors Source: Jay Baer. (n.d.). Hug your haters. How to embrace complaints and keep your customers. Portfolio/penguin.

30. ROI of digital marketing KPI’s ROI for Seaforth Conversion—> appointment bookings 18% ROI: (Gain-Investment)/Investment Choose a goal: example appointment bookings Track your goal via Google Analytics Give it a monetary value—> i.e: average revenue of that booking Calculate the costs involved in getting this booking (PPC + Labor + software tools)

31. Key takeaways Digital Marketing is an important component of the overall business practice , but you need to do implement it properly to get results Invest in training if someone o n the team will take this on Social media is not a fad or trend, it is a communication shift

32. Thanks! Q&A