Intro to Internet marketing for Dental Practices

Understanding Internet Marketingfor Dental Practices

Kathy HokunsonVice President Sales and Marketingkathyhokunson@site-seeker.com

Andrea Hewlett

Internet Marketing Strategist

dental@site-seeker.com

• Founded in 2003

• Corporate Office in Upstate NY• Offices in Bloomfield CT, Rochester, NY, New Jersey

• Employs 20 in CNY, CT, NJ, MA, VA

• Full Service Internet Marketing Agency• Search Engine Optimization Services• Pay-Per-Click Management Services• Social Media Implementation and Mgmt• Web Design, Development, Applications & Testing• Analytics

Who are we?

Fast Track 50 of CNY

2007 2008 2009

MV Chamber of Commerce

2009 Business of the Year

Founding Partner

-Internet Marketing as External Marketing:

Building the foundation utilizing your website

Driving traffic to your website

SEO, Google Local & PPC

Engaging your patients – measuring for success

- Internal Marketing / Reputation Management

Measuring patient satisfaction

Encouraging referrals and making it easy

Reconnecting with patients

Measuring ROI

What We Will Cover

Understanding your audience . . .

A Show of Hands

How many of you…

…are currently acquiring new patients from your website?

…believe you could be acquiring new patients from your website?

…are not sure where to start?

Why is the Internet relevant to growing your practice?

• 50% of dental patients research their dentist online before booking an appointment (less than 9% would use the yellow pages).

• 90% of consumers trust online recommendations from people they know.

• 70% trust opinions of unknown users.

The Internet makes an immediate and lasting impact on how patients find, evaluate and decide on a dental practice

•94% of respondents take a dentists website into consideration before booking their initial appointment.

•Practice success depends on the next generation of patients.

Google Trends

• Hard to break old habits

• The options are changing & expanding rapidly

• We are in a technology revolution

• Patient behaviors and expectations have changed

• Your website has to act as a 24 hour patient referrer

Why has practice marketing become challenging?

Information relevant to your patient:

• Do you offer the dental services I need?

• Where are you located?

• What do other people think about your dental practice?

• Do you make it easy to be your patient?

• Practice hours• Online appointment requests• Email appointment confirmations

What patients expect to find online

Cornerstones to a successful Internet marketing strategy

Convert

The process of improving the

volume and quality of traffic to a

website from search engines via

“natural” (“organic” or “algorithmic”)

search results.

An Internet advertising strategy

used on search engines,

advertising networks, and

content websites, such as blogs,

where advertisers bid on

keywords to achieve ad

placement.

Pay-Per-Click

Search Engine Marketing (SEM)

• In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over 2007 and a 40% increase over 2006. • From the emarketer digital intelligence website

Search Engine Results Page

- Google

Search Engine Optimization or SEO is a multi – phase process. • To have a successful SEO program you must think of SEO in terms of ongoing

and in constant motion.

Let’s define SEO...

Two Phase Approach

Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts

SEO Program – Phase 1

• Keyword Research and Selection

• Title, Header, Keyword, Description, Alt Img

• Content rewrite - keyword density

• URL Structure

• Navigation

• Organization of code and link structure

• XML sitemap

• Robots.txt

• Webmaster tools accounts

• Analytics and conversion funnels

• Establish a baseline

The Basics

SEO Program – Phase 1

• Keyword Research and Selection

• Title, Header, Keyword, Description, Alt Img

• Content rewrite - keyword density

• URL Structure

• Navigation

• Organization of code and link structure

• XML sitemap

• Robots.txt

• Webmaster tools accounts

• Analytics and conversion funnels

• Establish a baseline

The Basics

• What are your main objectives?• New patients• Increase revenue for particular services• General dentistry

• How do your patients refer to these services?

Keyword Research

Keyword Selection

• Keywords tell the search engines what your site is about

• Don’t let the website designer pick your keywords

• Use words and phrases that your customers use

“Keyword”

Keyword Selection - Summary

Meta Data• Title Tag (65 – 70 characters)

• Description Tag (20 – 25 words: sentence structure)

• Keyword Tags (15 – 20 words)

Page Content• Header Tag (H1) (primary keyword/phrase)

• Keyword/phrase as close to beginning as possible

• Alt Image Tags

• Keyword density

On-Page Elements of SEO

• Not the same game• 250 – 500 words• Use bullets • Use common language• One subject per page

• Create Keyword Rich Content• Body• Headings• Image tags• Meta data

Content Writing for SEO

Break apart content

Service 1

Service 2

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Our Dental Services

This is bad

Break apart content

Service 1

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Dental Service 1

This is good

Service 2

• Generate a sitemap - www.xml-sitemaps.com

• Upload to your website.

• Tell Google, Yahoo, and Bing to Read It - google.com/sitemaps - siteexplorer.search.yahoo.com - bing.com/webmaster

Crucial Elements of SEO – XML Sitemap

• Create a Robots.txt file - Can be done right in Google Webmaster tools - Prevent spiders from accessing portions of your site - Prevents duplicate content

• Upload it to your website.

Crucial Elements of SEO – Robots.txt

How will you measure the effectiveness of your website?

• Increased visitors to the site

• New patient appointment requests

• Patient referrals

• Phone Calls

Establish Baseline & Benchmarks

SEO – Phase 2

• Research and develop inbound links

• Create Authority - Create Content Pages for:

• social media

• micro sites

• 301 redirects from alternate domains

• Vertical search

• Addressing website performance, strengths and weaknesses as identified in GA reporting.

Ongoing SEO Efforts

SEO Programs...

Ongoing process that requires• Monitoring for cause and effect• Modification of actions to increase ROI.

Many factors affect strength and positioning• Addressed a priority basis• Look for biggest ROI opportunities• Stay abreast of changes

Are NOT a one time deal.

A Few Examples of Websites

Goodwin

Pay-Per-Click

• Keyword research• Create negative words

• Establishing a budget• Create budget parameters: Maximum spend by day, week or month

• Create effective display parameters• Content Network?• Time of day and days of week?

Getting Started

Account Campaign

Ad GroupAd 1Ad 2Ad 3

Basic Pay-Per-Click Structure

- Google

Convert & Measure

On Page Engagements

On Page Engagements – What’s Missing?

Google Places

Get Listed - Step 1

Local Search

Local Search - Summary

• Free

• Easy

• Trackable

• Gets you there with little to no effort

We hear it everywhere…

Social Media

“Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to

many) into dialog (many to many.)

-Brian Solis

Facebook

Facebook Customization

Engagements

Engage, Engage, Engage

Online Reputation Management

Personal Reviews• Yelp!• Google Places• Healthgrades• Wellness

Relax! Manage them, don’t react!

How will you measure the effectiveness of your website?

• Increased visitors to the site

• New patient appointment requests

• Patient referrals

• Phone Calls

Establish Baseline & Benchmarks

Web Analytics Is...

- Wikipedia

“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”

the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Bringing it all together . . .

Effective Practice Marketing

Is all about

Measure, Modify, Move forward

Understanding Internet Marketingfor Dental Practices

Thank You!

Kathy Hokunson

Vice President, Sales and Marketing

Site-Seeker, Inc. \\

kathyhokunson@site-seeker.com

Andrea Hewlett

Internet Marketing Strategist

Site-Seeker, Inc. \\

dental@site-seeker.com

Intro to Internet marketing for Dental Practices

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