Dentists and orthodontists have a difficult challenge. They must balance doing what they were trained to do – caring for the oral health of their patients – with running a business. And one of the most difficult aspects of running a dental or orthodontic practice is writing effective marketing materials to promote that business.
See if you’ve found yourself dealing with any of the issues below:
If these concerns sounds familiar, you should know you’re not alone. In fact, many dentists and orthodontists have been daunted by the challenges of copywriting and marketing for years.
In the past, referrals from existing clients were sufficient to maintain a steady stream of new patients. Everyone in your area knew you were The Dentist or The Orthodontist, but now the industry is more competitive and patients have their pick of professionals.
In fact, it seems there are more dentists and orthodontists hanging out their shingle every day, many offering services at lower rates and longer hours looking to build their practice with patients who might otherwise go to you.
A website should be your most important marketing tool. It establishes your brand. The copywriting on your site introduces your dental or orthodontic practice to the world, telling people who you are and what services you offer. And all of your marketing tools — ads, press releases, brochures — should help drive traffic to your website.
So, when is the last time you added to or significantly changed your website? One year? Two years? Three years or more? Gasp!
Just like fashions change, so do web designs. A bright, new look could breathe life into your ailing site and help build your brand.
Web design is important. It’s the look and feel of your website. But you need to have substance too if you’re to persuade visitors to contact you. A professional copywriter can help you create pages like these:
If you’d like to add to your existing website but aren’t sure where to go with it, consider writing some copy to promote a niche.
Do you have a dental or orthodontia specialty? Is there a certain type of prospect who’s a particularly good fit for you?
Maybe you enjoy working with children. Or perhaps you’re especially good working with people who are afraid of dentists. Maybe you have special expertise in fitting dentures, or you’re specialized in periodontics, restorative dentistry, cosmetic dentistry or family dentistry. You get the idea.
Rather than be a dentist for EVERYTHING, select a few specialty areas that you can promote in the copy on your site and use to attract new patients and grow your practice.
Search Engine Optimization (SEO) is critical if you want people to find your dental practice website. Let’s say you’re a dentist in Tampa, Florida. If someone searches Google for a family medicine doctor in Tampa, ideally you want your website to come up on page 1 because, let’s face it, most people don’t bother going beyond page 1 or 2. A professional copywriter knows what factors Google and other search engines consider when determining the rank for a website.
You can get on that first or second page with the right content. And that’s the type of free advertising that can rapidly grow your chiropractic practice.
In 2018 Google made a significant change to its broad core algorithm with an eye toward improving the quality of its results. This certainly was not the first such update; Google has had many. But this particular one, now being called the “Google Medic Update” for reasons you’ll soon understand, has special significance for dental and healthcare practices.
Many medical and healthcare-related websites took an immediate hit thanks to Google Medic Update, dropping in the rankings. What quickly became clear was that Google wants healthcare-related websites to prove their legitimacy and trustworthiness. Medical information should come from reputable websites/companies, and the content should be created by authorities in the industry.
Finally, be sure to include plenty of relevant information that answer visitors’ questions and support the legitimacy of what you’re offering to improve your credibility in the eyes of Google.
An endless array of marketing tools exist, all designed to give you visibility and build your brand. But no dentist, or any business for that matter, has unlimited funds to advertise. So you’ll have to choose those marketing products that will give you the most bang for the buck.
You start with writing your dentist website, making sure it’s as professional, engaging and persuasive as you are. From there, you can consider creating promotional tools such as:
Make sure whatever marketing method you choose, the design and copywriting are first-rate to reflect the professionalism of your brand.
Promoting your dental or orthodontic practice is critical to your success. The best practitioners in the world wouldn’t be successful unless people knew about their services.
As a dentist, your time is best spent treating patients. Your years of study and experience are what make you unique and qualified.
Consider working with a copywriter and marketing professional to assume the responsibilities of promoting your practice. With a little help, you could take your dental or orthodontic practice to the next level.
Do you need help updating or expanding your website? Would you like to explore other marketing materials to promote your dental or orthodontic services? Contact Susan Greene today!
Need help creating a new website or improving your existing site? Let's talk about your website project.