Don’t you think you need marketing for your orthodontic practice? Think again. If you aren’t taking the time to market your practice, you can rest assured your competition is. Yep, that “orthodontist up the street” is most assuredly doing everything possible to get any patients you might want.
If you’re new to the marketing world, chances are you’re wondering what the best route would be to begin marketing your ortho website.
Here’s a tip: study what your competition is doing, then do it better.
Make a Killer Website
There’s a 100% chance that your competition has a website. Visit it. Study it. Then, determine how you could improve your website to surpass your competition’s features and appeal to potential patients.
One of the best places to start is with how it’s designed. Make sure your dental website is responsive. This means it’ll literally respond to whatever device it’s being visited from, including iPads iPhones, and every other device in between.
When a person navigates to a website that’s responsively designed, every aspect of the site appears normal and functions well. This means photos shrink down, your navigation is easy to click with fingers (no fat-fingering CTAs!), and the entire site functions as it should.
What should you expect from your designer as an orthodontist?
Use Video Marketing
The video is super hot right now, and it’s no wonder why. It’s easy to digest, can be fun, and is “snackable,” meaning it’s simple to take in in small portions. Orthodontists are seeing success in creating patient education videos, videos to introduce their practice to prospective patients, and even humorous videos that might detail certain dental care tips. At O360 we offer specialty patient education videos to orthodontists that cover all popular topics from Invisalign to clear braces and removable appliances.
If you plan to use promotional videos, be sure to:
- Use captions – 80% of people view videos without audio. Captions will ensure more people start and finish your video.
- Repurpose – Your video could be shared on social media, posted on your blog, or even broken up into a series you send to your email marketing list.
- Get creative – Too often, being professional is confused with being uptight. Don’t be afraid to get creative in your videos and show some of your personality.
Get on Social Media
According to a recent study, “Social media was used in 52% of orthodontic practices, the most common being Facebook. The use of social media was most common for marketing purposes (91%). Dentists younger than 45 years old were more likely to use social media in their practice than dentists 45 years or older (p < 0.001).” (The Journal of Contemporary Dental Practice)
Considering the above statistics, along with the fact that about 81% of Americans use social media regularly, it’s important that you truly think about how your social media can set you apart. Use it to share new content, host giveaways (free teeth whitening, anyone?), and, most of all, share who you are.
Social networks:
- Make people feel connected to your practice.
- Create a one-on-one exchange opportunity.
- Are public forums.
- They are helpful with SEO because their posts and pages are indexed in SERPs (search engine results pages).
Now, how can you set yourself apart?
- Don’t be afraid to be you – Share any quirky side of your personality and what truly makes your practice unique.
- Repurpose content you’ve already created.
- Post regularly – Most practices market their social networks as places to engage with the practice. Live up to your promise and post regularly using relevant content. It will pay off.
- Be transparent – Respond to comments and reviews and honestly engage with those who take the time to post on your page.
A pediatric website is not child’s play
Make Sure You’re Blogging
Blogging is an important part of your marketing strategy and your large SEO strategy. When you blog, you commit to regularly putting quality content on your website. Whether it’s on a weekly or monthly basis, the key is to stay consistent. Learn how to write a good dental blog.
Blogs work because
- Blog posts are indexed by search engines.
- Posts can be pushed to social media and used in viral marketing.
- Paid advertising can be linked to blog posts to offer useful information and entice people to respond to the CTA at the end of the post.
Ask For Reviews
Reviews can be the crux of what truly sets you apart from the competition. If you’re both doing the above well, the thing that makes you better will be a solid reputation management program. Why? Because reviews are the new word of mouth and the most popular online review sites are Google and Bing, people can see whether their friends are endorsing a practice.
A good reputation management program will include:
- Strategies to respond to negative reviews
- Strategies to respond to positive reviews
- An overall strategy to get new reviews
- Read our guide to reputation management.
Recap. How to beat your competition?
Here’s a list of short bullet points with strategies to beat your competitors as an orthodontist:
- Exceptional Patient Care: Provide personalized, compassionate, and outstanding care to create a positive patient experience.
- Unique Value Proposition: Clearly communicate what sets your orthodontic practice apart from competitors.
- Effective Marketing: Develop a strong online presence, utilize social media, and invest in local SEO to attract more patients.
- Patient Testimonials: Showcase satisfied patient reviews and testimonials to build trust and credibility.
- Innovative Technology: Stay up-to-date with the latest orthodontic technology and offer advanced treatment options.
- Competitive Pricing: Offer competitive and transparent pricing with flexible payment options.
- Targeted Referral Program: Implement a referral program to encourage satisfied patients to refer new clients.
- Community Involvement: Engage in local events and sponsorships to increase brand awareness within the community.
- Educational Content: Provide informative content through blogs, videos, or webinars to establish authority and educate patients.
- Efficient Scheduling: Optimize appointment scheduling to minimize wait times and accommodate patient needs.
- Consistent Branding: Ensure consistent branding across all channels to reinforce your practice’s identity.
- Follow-up Care: Maintain communication with patients after treatment to ensure satisfaction and encourage referrals.
- Partnerships: Collaborate with other healthcare professionals or local businesses for mutual benefits.
- Continuing Education: Stay updated with the latest advancements in orthodontics through continuous learning.
- Patient Loyalty Programs: Implement loyalty programs to incentivize patients to return for follow-up treatments.
- Monitoring Competitors: Keep an eye on your competitors to identify opportunities or potential gaps in the market.
- Employee Training: Train your staff to deliver excellent customer service and create a welcoming environment.
- Social Proof: Use social proof, such as before-and-after photos, to showcase successful treatment outcomes.
- Accessibility and Convenience: Ensure ease of communication and convenience for patients through various channels.
- Prompt Response: Respond promptly to inquiries or concerns from potential and existing patients.
Remember, achieving success as an orthodontist requires a comprehensive approach focusing on patient care and effective marketing strategies. If you need help with your digital marketing, click here.
If you need a custom orthodontic website developer, check O360.
