New dental and orthodontic practices suffer when they outsource their dental and orthodontic marketing ideas to agencies or individuals with limited experience in the oral health industry. There are two reasons for this:
Older practices get first dibs on page ranking because they’ve had more time to earn links. Newer practices must build an online presence by establishing themselves as a pillar in the community if they wish to even the scales.
Different Needs for Different Breeds
Garden variety startups enjoy creative license with respect to web development. They adhere to the basic principles of a successful inbound marketing campaign and benchmark their success, asking their visitors if there is anything they would like to see in terms of content, and providing it for them. This would work if dentistry and orthodontics were garden variety specialties, but they are not. Dental and orthodontic marketing ideas must be presented in very specific ways in order to gain a patient’s trust.
Let’s have a look at some of the best ways to generate PR for your dental or orthodontic practice online.
Sufficient Web Hosting
It would be nearly impossible to see most dental and orthodontic marketing ideas into realization without a web hosting service which allows you to add or remove content or critical functions at a moment’s notice. You need flexibility. If your web hosting provider does not afford you enough of it, switch providers.
Continuity and Credibility
Include your name, your credentials and the name of your business in both the title of your webpage and in the HTML text. This helps with SEO and affords you credibility as a professional in your chosen field. Be sure to list all of your pertinent memberships and affiliations Also, include a picture of yourself in uniform on your home page. You are more than just your credentials. Visitors need to know that. They should be able to see the whites of your eyes and the brights of your smile.
This is the section that affords you the opportunity to explain to your clients who you are to the community, and who they are to you, but your visitors will never find it if you file it all under ‘About Us.’ Try something catchy, like ‘Meet Our Staff.’ Include the title or some minor variation of it in the HTML text and use it as the anchor text for a hyperlink to the page in question. Every individual who works for the company should have a picture and a job description next to it.
Include a Phone Number and Your Hours of Operation
People search for this information all the time. Include it in the HTML text. Include the phone number for your business in the ‘Contact Us’ section with a call to action preceding it. Your hours of operation should be under the ‘Hours of Operation’ tab with off-hours numbers listed for emergencies.
Include a Section for Custom Articles
Reserve lengthy articles about your technological superiority for a separate section of your website. Ensure that these articles are 100% original, as Google will penalize you for duplicate content. Report on the state of the industry at large, using current events to support your arguments. If you present as someone who has not only a professional but personal interest in the future of patient satisfaction, and the experience to report on it intelligently, your efforts could avail you a lucrative following.