Getting to New Dental Patient Nirvana in a Negative Economy

If done right, the Internet can make you the RIGHT dentist with the valuable dental expertise they want. Using a defined, connective and "thick' Website strategy, patients no longer need to call, walk in, or seek out referrals to make major value decisions about your care.

It is time to make your dental website an enlightening, marketing, and promotional Nirvana for the value of smile makeover dentistry. Creating this type of harmony is only possible with a connective marketing strategy.

A few dentists per state (maybe metro area) have harnessed this potential, jumping in with both feet on a wing and a prayer, and have reaped some rewards. They get some leads from search engines, are hooked up with a dental referral directory website, and have scored a few hits over the years. But the economy has put a crimp in these haphazard, short-term, generic Internet strategies.

How can you get new patients to drive from any where in your area, even from long distances, driving past other 'equally qualified' dentists to come to you? A connective dental marketing strategy makes its possible. The downturn does not change the need dynamic; people just need to know you are available while presenting your dentistry expertise as exactly what they want.

What do you need to do to be THE smile makeover dentistry Web site they are looking for? It's hard to predict with perfect accuracy. But there was one axiom that was learned with stock market flushing reality last fall; shifting the buying habits of Americans isn't as easy as 'putting up a page' on the Net. When marketing smile makeover dentistry, it's important to where Internet consumers are and understand what they really need and expect before spending all your money on some high pressure solution or generic system.

This isn't to say that a "no-fail system" or cool technology won't enhance your dental Website strategy. While web technology has gotten a lot better over the years with instantaneous, streaming video and more enhanced patient/practice interactivity. However, the basic tenets of marketing have not changed...

First, those dentists who continue to get the word out effectively will have access to more new patients, even in a down economy.

Second, the message and image presented will still determine the type of patients that will be attracted. They won't move ahead till they see what they want and have trust in your value, which a dental website can provide them.

Third,practices that meet or exceed the new patient first visit, treatment, and post-treatment expectations will have a big advantage. Especially, if they harness that power with before and after photos and patient testimonials: videos or written.

What needs to be done to create this connective marketing environment?

• Your image should revolve around something unique.
  
• Your message should be persistent and consistent.
  
• Your dental practice Web site should get to the point.
  
• But have the depth to convince your audience you know what you are doing.
  
• Your audiences should be defined and specifically courted.
  
• You should know where your audiences are.
  
• Use PPC, SEO and connective online networking.
  
• Determine three offline sources to start connecting.
  
• Target, Advertise, Track, Test, Adjust, Refine and Advertise More!

Which Dental Patients Are Economy Proof?

• Emergency patients who actually are looking for a total way out
  
• Fearful patients who are looking for advanced comfort
  
• Dental Insurance patients still testing the waters, but will go big value if your website preps them
  
• Dental implants, veneers, Invisalign braces, and smile makeover seekers
  
• Patients who have not really trusted their dentist for high level work
  
• Those with significant periodontal disease who can't wait 18 months for an uptick 

Each time you advertise, the viewer, listener or reader understands and/or retains only a small portion of what you offer. If the person seeing your message doesn't appreciate and prioritize the value of what you offer, they won't buy until they reach that threshold.

Your dental practice website is their anonymous research tool. It gives the prospective patient a chance to almost experience the 'product' before they buy. Some will like the photos presented or how your practice looks. Others will like your design or logo or will need to validate your CV, and still others will sum up your practice by scrutinizing every detail. You must provide visitors with a FULL, yet defined experience.

The Nirvana Qualities of the Internet:

• Everything new patients ever need to know can be right there in your Web site.
• New patients will pre-qualify themselves when your practice Web site...

      - makes your image evident and that image makes sense to visitor.

      - explains what it is you actually do and want to do (therefore, don't want to do).

      - you promote advanced smile dentistry not generic/yesterday's dentistry.

• Every time you advertise drive new patients to the Web to find all the answers.

Keep attracting the best patients by... 

• Monitoring your competition
  
• Make strategic connections online
  
• Searching out the best dental marketing ideas in the world using the Web
  
• Continually update your Web site design, adding new technology like dental videos

To conclude, there is obviously more to this than one article can cover, but it's important to remember that as things change many things also stay the same. Emotions, self-esteem, and health will always play a part in dental marketing.

No patient ever comes to a dentist solely because of expertise or even health issues. They have an epiphany of want, and perceive that a certain dentist has the solution, rightly or wrongly. Make sure they have a reason and a chance to perceive that you are that dentist.

Educate the patients you really want not those who want a lot less than what you have expertise in. Finally, market to them in places where they're most likely to be receptive to your message and/or find you once they throw the online search switch!

Dental Marketing Commentary by...

Dick Chwalek, Niche Dental coach and consultant.

Buyer Beware: Don't panic - let the herd go by - the cliff is their target. And getting caught up in some over-hyped online behemoth and its overpriced system will lead to wasted money, time, and effort. In 18-months you want to be around - not funding some dental website marketing gorilla's overhead laden concept. Watch out for the Made-Off with your money Internet dentistry marketers.