Dentistry

Web Traffic

Saturday 8th March 2014

 

Did you know humans account for less than 40% of global web traffic?

Bringing traffic to your site is important, but then engaging with some of that traffic is crucial. This is especially true since over half the recorded visits to a site may not even be by a human.

Statistics show they are by ‘bots’ etc and the ‘bots’ presumably will not ever require dentistry. So instead we concentrate our efforts on relating to the ‘human’, emotional concerns of the 40% who are real people and interested in dental health. That is why, not only do we Search Engine Optimize our dental websites, we also emotionally relate to the ‘humans’, by featuring content that will engage them.

See the chart showing the statistics:

http://www.sitepronews.com/2014/03/07/humans-account-less-40-global-web-traffic

Improving Dental Care and Oral Health

Thursday 27th February 2014

 

 

 

 

 

 

“Dentistry was one of the founding pillars of the NHS at its inception in 1948, and NHS dental services have made a significant contribution to the improvement in the nation’s oral health since that time.”

We have a growing population with a longer life expectancy; therefore patients’ expectations for their dental care are higher. Dental patients are becoming a lot more sophisticated, as they have their own idea about what quality care means, and when and how they receive it.

Barry Cockcroft CBE, NHS England’s Chief Dental Officer and an Honorary Fellow of the Faculty of General Dental Practice outlines how the world of dental care has changed in a recent article published on NHS England’s news page.

One of the many interesting points outlined in this article is are we aware of the contribution that dentists now make in identifying people at risk of diseases such as oral cancers?

To read the article, please see: http://www.england.nhs.uk/2014/02/19/dental-care-cta/

Online, offline, inbound and outbound dental marketing – just contact Dental Focus: www.dentalfocus.com

Emotionally branded websites – the tipping point : Dental Focus In The Press!

Wednesday 26th February 2014

 

 

 

 

 

 

 

 

How much time do you spend marketing your dental practice? How much energy do you invest trying to generate new leads and find new patients to add to your books? One of the most cost-effective marketing strategies today is to set up in a website.

However, while numerous dental practices now have their own website, many teams still find that their phones aren’t ringing and they’re not generating any leads. Their website may contain all the latest features, but still there’s something missing – that special something to take the website on to the next level.

Click here to read the full article, as seen in British Dental Association News.

 

Point Of Difference

Tuesday 4th February 2014

A dentist needs to emphasize his/her Point Of Difference, as this will help stop their practice from becoming a “me too” and distinguish it from it’s competitors. It’s POD will usually be based on it’s competitive strengths (whether it’s treatments, quality of care, experience, location or ability to understand patients’ concerns). The goal is for a dentist to find a feature or benefit that is valued by patients. When the point of difference is also an emotional benefit (rather than simply a practice feature), the claim is strengthened by then providing reasons to believe in this benefit claim.

For this reason, brand positions often rely on image to provide a rationale for a benefit point of difference. The endorsement of testimonials can greatly help to provide patients with a reason to believe – that a particular practice will look after their dental concerns. But it is important that the image then ‘fits’ with the reality of the practice and does not appear to be ‘grafted’ on.

Leading brands generally adopt the benefit that motivates category use as their point of difference, whereas “follower” brands often need to choose a niche. Example: A leading detergent may simply announce it is superior at cleaning clothes. Follower brands may find it more powerful to make narrower claims: i.e. ‘cleans clothes in cold water’ or ‘strong at stain removal’.

So bigger, better known practices may justifiably and more easily offer a broader dental service, whereas smaller practices may find it more effective to concentrate on narrower ‘points of difference’.

In choosing a point of difference, prefer benefits that reflect existing patients’ beliefs. So it’s important to first ‘know’ your audience (your patients) and what they are looking for. If a practice was to wish to distinguish itself with a benefit or belief that patients have not yet accepted, efforts to change their opinions or ‘educate’ them, can be more costly than adopting accepted beliefs about benefits. For instance, Listerine mouthwash was successful in overcoming consumers’ negative perceptions of its taste by convincing consumers that the unpleasant taste indicated that it was working to kill bacteria and combat bad breath.

For most brands or practices, a single benefit can serve as the point of difference and convince the patient of the benefit’s importance when making their choice.

Value is enhanced by increasing the perceived benefits and also reducing the costs. To illustrate this value equation, a benefit can often be largely emotional. Patients need to feel confident that their dental health will be in safe hands, i.e. through careful monitoring of their progress and/or frequent proactive suggestions of related treatments.

When selecting benefits, it is also important to assess their fit with each other. For example, when the value proposition is that a brand or practice has high quality, a low price might undermine this belief.

adrian-blogAdrian Adler is “the Wizard” at Dental Focus Web Design.

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If you have any questions or need help, email us or call 020 7183 8388.

https://www.dental-focus.com/

SEO Blogging for Dentists

Thursday 7th November 2013

I often get clients asking me how they can write blogs for SEO and what they should be doing. To address this, this month’s article is about SEO Blogging.

Google is a big fan of blogging and loves fresh content on your website. When Google sees you adding content on a regular basis, it sees you as a frequent advocator of your topic. And when Google sees people visiting your articles and spending time viewing them, it can tell Google you’re an influential advocator. If you get a big enough following, Google will consider you as the go-to person your visitor’s location (for local SEO).

Blog articles tend to be read and stored in Google’s memory faster than web pages. With the new Hummingbird update, they’ve become even more important as good articles directly answer search queries. Suffice to say, I could write an article on the benefits of blogging alone. But today I want to discuss how Dentists can blog.

Initially Dentists should be following these core rules:

– Article content needs to be a minimum of 350 words
– Article should contain an image
– Keyword and location (if used) should be in the title and appear in the body of the article
– The article should never be discussing more than 2 treatments ever. When 2 treatments are used they should ideally be semantically linked i.e. Ortho and Invisalign
– The core keywords should appear as high up as possible and link to the relevant treatment page to help deliver on the user’s search
– Content should be unique – absolute minimal duplication of text
– Do not overuse a keyword – max 2-3% occurrence in the article (remember to use semantically related words)
– Try to create articles to cater to 3 common types of searches

1. Informational – Patient FAQ on the treatment
2. Navigational – Article about your practice, the history, the plans, competitions etc
3. Transactional – Promote competitions the value of your services and pricing

I recommend creating a story out of a testimonial (providing you have the patients consent) to cater to one of the 3 searches.
For example:

Patient X’s success in choosing Dental Implants in Glasgow.

Dental Implants GlasgowPatient x for a number of years had suffered from missing teeth. They’d struggled with certain types of food and had to eliminate xyz from their staple diet. They had considered dental implants in Glasgow but were unsure where to go. They were concerned with finding a trusted dentist and had spent a long time considering their options. Through word of mouth they found out about Dr Philip Friel at Philip Friel Advanced Dentistry. They carried out their research online and were happy with the evidence and testimonials so they contacted Philip 3 weeks ago.

From the initial call they had a consultation booked in with Philip to discuss their Teeth replacement needs and options.

Create a story which can show that each patient is unique, their experience and story, why did they wait so long for the treatment, why did they choose you? Add a small testimonial from them. Did they travel across the globe for you? Did they experience anything above and beyond the call of duty, would they recommend you to anyone?

Use these points to create a compelling story to satisfy your potential patient’s queries and answer the questions they may be searching though Google for. I’m sure a question could be how many times can I spin a story? Well with a bit of practice, creativity and building rapport with clients, you should be able to create good SEO blog articles.

Dental Implants: Showcasing Quality, Value and Service (QVS) in your online showroom.

Monday 21st October 2013

If your website doesn’t highlight QVS, I can guarantee your competitor’s does.

So let’s talk about converting dental implant visitors to dental implant patients, remember you need both Q, V and S to provide the complete patient journey.

1. Quality

With any surgical procedure, quality comes down to success rate and clinical standards. So boast your success

“We have performed over 200 dental implants with a 95% success rate!”

Statements reassure nervous patients, and quantify success to those looking for the very best dental implant treatment available, numbers speak volumes in terms of consumer trust.

Make sure your website tells visitors that you are qualified and experienced, have an image of yourself, your qualifications, your extra-curricular training and most importantly, your passion for dental implants. If you love what you do, patients will want you to look after them.

Don’t be afraid to show off, this is not ‘push’ marketing, visitors have come to your website, show them before and after images that will instil confidence in them, a smile gallery is a great tool to achieve this.

Finally, make sure your website is GDC compliant! Patients will not be impressed by a website that falls short of basic clinical guidelines. Find out more about website compliance here.

2. Value

If you don’t have your dental implant fees online, forget about it. Online shoppers are not interested in finding out more by calling or coming into the practice, they want all the information to make a buying decision upfront.

However, your fees should represent your value proposition, think Virgin Holidays Vs. Ryanair, make sure visitors know what they are paying for and what they are getting fromtheir dental implant treatment with you. See two great examples of how you can break down the value of your dental implant treatment here and here.

Offer payment options? Put this on your homepage, fees page and dental implants page, even better, have a payment options page! Offering flexible payment solutions for dental implant treatment empowers consumers to make informed decisions and is an additional consideration as part of the buying decision.

Price is one dimensional, value is something that should jump up off the page!

3. Service

Struggle to highlight service on your website? Easy.

What do your existing patients say about their dental implant treatment with you? Let potential patients know by providing testimonials on your website, word of mouth is one thing, word from mouth another.

Patient care may not be tangible, but by patients describing their own experiences, visitors will be able to relate and trust your service.

Back this up with images and information about your practice facilities, let visitors see what they will experience in your care, the comfort on offer and clinical standards your maintain will all contribute to the decision process.

Finally, present the patient journey, from consultation through to a 12 month sign off, patients want to feel as though their dental implant treatment is a relationship with your practice, not a simple transaction.

There you have it, some great ideas to boost dental implant conversion through your website, why don’t you get in touch with Dental Focus, we create websites for YOUR profit.

 

It’s good to talk

Wednesday 16th October 2013

Adrian Adler aka The Wizard is a Project Manager at Dental Focus ® Web Design. His passion is in creating exclusive websites for dentists that perfectly reflect the individual and business.   

 It’s good to talk  

Why telling your patients about your practice website may be the best marketing move you make this year

To be successful in modern dentistry you don’t just need to be a good dentist, but you also need to be a good business person as well. With competition for patients more fierce than it’s ever been, you should aim to target your marketing efforts in order to maximise your exposure to the right patients, in the most efficient and cost-effective manner possible.

With the internet now such an important feature of many people’s lives, there can be no escaping the need for a well designed, carefully crafted practice website that reflects your business values and the image you want to convey. Indeed an exclusive practice website that’s perfect for you will act as the ‘ultimate shop window’ – one that’s open 24 hours a day 7 days a week and even works for you when you’re not working!

One of the most remarkable things in this age of the internet is that many practice teams don’t ever talk about their website. If you don’t talk about your website then ask yourself, why not? For the most part, the main reason people don’t talk about their website is because they’re not proud of it. If you’re not proud of it then it’s not doing a good job for you, and it’s not reflecting your business adequately. If your website is something you’re not happy with then what are potential patients going to think!

The first step to good marketing then is to invest in a good quality website. This website needs to be exceptional; it needs to be exclusive. It also needs to be accessible to as wide a range of people as possible so needs to be optimised for mobile devices such as smart phones and tablets. It is also absolutely crucial that the content that appears on your website is of the highest quality. This means your content should be well-written, it should be informative, and it should be specifically tailored to you. After all, why else do people visit websites other than to digest information? The better the quality of information on your website, the longer people will stay on your site, and the higher up the search engine rankings your website will appear!

So once you’ve established yourself an excellent website that you can be proud of, the next thing you need to consider is how you’re going to tell people about it. This is perhaps the single most important thing to consider after setting up the website in the first place, as quite simply if no one knows it exists, then Google won’t rate it very highly, and potential new patients won’t be able to find it very easily.

One effective strategy here is to make sure you tell patients directly about your website. When a patient is happy with the treatment they’ve received from you, why not spend an extra 20, or even 30 seconds of your time just to tell them that if they’re happy with the treatment to post a short testimonial on your website, or even just share your website link on social media. It doesn’t take much for you to do this, and if you do, that’s a remarkable amount of free advertising you’ve just received for your practice. The more people you can get to share your website or talk about your practice online, the more people will search for you and visit your site. The more people who visit, the higher Google will rank you so the spiral will continue to grow.

While you’re spending time building your practice’s profile online, it’s a good idea to think about your social media activity. Can patients ‘check in’ to your practice on Facebook? If not, then it’s worthwhile setting your practice as a location. Of course not all your patients will want to use social media to document their movements online, but those who do will again be providing you with free advertising whenever they come for a check-up. Tie this in with an active social media presence, with regular status updates and Tweets and your practice will be well on the way to growing its online following and will reach far more people than ever before!

A famous advertising campaign once said ‘it’s good to talk’. When it comes to your practice’s marketing strategy, there can be no better advice. To make your practice the biggest success it can be, you really do need to embrace the new online culture, and remember that even the smallest things, such as spending time to remind patients about your website can make a whole world of difference to the exposure you receive. To make the most of your practice’s marketing efforts, use the internet marketing services and experience of Dental Focus ® Web Design. They can guide and support you on the best ways to make your practice an online success.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

Website redesign

Wednesday 11th September 2013

You may want to redesign your site for many reasons: re branding, relocation or simply refreshing.

That is why at Dental Focus, we address all the following issues:

Would you like your site to…

– increase traffic?

– improve conversion rate?

– ‘push’ new treatments and/or offers?

 

So how is your existing site doing?

 

We’ll help you study your Google Analytics for:

– bounce rate

– time on site

– most-trafficked pages

– best performing key words,

– effectiveness of “Referral forms” etc.

 

What is your competition doing?

Patients use dental sites a bit like “Go Compare” – to compare dental practices. So, what is your competition doing?

So what makes your practice different?

Is it your location, your expertise, your treatments, your awards, your video testimonials? Your ‘ideal patient’? etc?

Site accessibility

Make your site accessible 24/7 on all formats and all devices: desktop, laptop, tablet, mobile etc

Getting patients to act

Once on your site, get patients to respond to “calls to action” i.e. fill in a form, take up a special offer, read a blog, download relevant info, attend an open day, etc?

Put your practice on the Google map with Dental Focus ® ‘Websites for your profit’

Thursday 25th July 2013

With over 500 outstanding dental practice websites to their name, the award-winning team at Dental Focus ® ‘Websites for your profit’ have all the skills and expertise to make your practice an online success.

Dr Jagmail Basrai is Principal dentist at Chafford 100 Dental Care, Essex. He worked with Krishan Joshi and the team at Dental Focus ® to build a website to really make his practice stand out. He says:

‘If you want to be successful online, you always want to be one step ahead of the competition – one step ahead of the curve. That’s why you need to work with a web design team who are experts at what they do, and completely understand what it is you’re trying to achieve. The team at Dental Focus ® basically put me on the map in terms of the internet, and I highly recommend them!’

For more information call 020 7183 8388

RICHARD III’s DENTISTRY

Wednesday 19th June 2013

Not so long ago, Richard III was in the news, as they found his body under a car park in Leicester. But what was not immediately in the news, was the state of his teeth.

It appears that he was anxious and fearful (I wonder why?), just as Shakespeare had portrayed him. Investigation into his oral health showed surface loss on a number of back teeth and upper right teeth, suggesting that he suffered from stress-related bruxism, or teeth grinding. Also the king suffered severe tooth decay, possibly as a result of his privileged position and his sweet tooth.

In the British Dental Journal, it says that the monarch’s teeth and jaw showed rudimentary signs of medieval dentistry while some of the teeth showed signs of decay from a diet rich in carbohydrates and sugar. Dentistry from this era was largely based around herbal remedies, amulets and charms, and toothache was a serious and common problem. There are, however, references in many Medieval texts indicating that surgeries were performed on sufferers of oral cancer, fractures and dislocations. Indeed, there is evidence that Richard III underwent dental surgery and had two teeth removed at the hands of a barber surgeon. Nonetheless, despite surgical intervention, it was acknowledged that, in the case of more serious ailments, the only hope of a cure was prayer or pilgrimage.

Whilst common remedies for toothaches began with instructions such as “Get an iron nail and engrave the following words theron, + agla + Sabaoth + athanatos + and insert the nail under the affected tooth…” You can’t help but think many may have preferred prayer for the less serious cases, too!

Apparently further analysis of the tartar found on the teeth in the King’s upper jaw, is due to identify the strains of bacteria in Richard’s mouth and tell us about his diet and oral hygiene. Watch this space, as the teeth discovered by people today continue to tell us about the world of those who lived long before us.