Top 10 Dental Marketing Trends in 2019Get your practice ready for what's next.
1. Voice Search
Google is investing heavily in voice search — it’s the one form of search they’re not dominating right now. But things are changing. Google is working to humanize their search engine to reward sites that are giving valuable information in response to voice searches.
Right now, nearly 20% of online searches are voice searches.
Examples of voice searches your practice’s website must be able to answer:
- Where are you located
- What time are you open
- What insurances do you accept
How to optimize your dental practice website for voice search
- Start with a mobile-friendly/responsive website
- Answer questions on the website — include an FAQ page
- Claim your Google My Business profile
- Focus on reviews and online reputation, including social signals and social media
- Use schema markup
Keep Learning: Listen to the “Hey, Google, I’m feeling lucky!” episode of the Bulletproof Dental Practice Podcast.
2. Online Reviews
Online reviews are essential to your dental practice’s online presence. 5-star reviews instill confidence in prospective patients and are a key ranking factor for Google and other search engines.
To put it another way: the more reviews you have, the higher your site will rank.
Dentists should focus on these review platforms (in order of importance):
Keep Learning: Invest in a review management platform to keep reviews flowing into your practice.
3. Original Photography
Too many dental websites rely on the same boring stock photos. They’re not impressive to potential patients and they reduce trust in your practice. When your practice invests in high-quality original photography, the results are impressive:
- Higher conversion rates
- Better website design and user experience
Isn’t it hard to find a good photographer?
Not any more. The Google Trusted Photographers program makes it easy to find a qualified and professional photographer. Remember: you need a professional with high-quality equipment — not a friend with the newest iPhone.
Photo Shoot Cheat Sheet
|Building exterior and interior||Close-up of outside signage||Waiting room with and without patients||Receptionist behind front desk|
|Receptionist greeting patient||Team photo of practice staff||Team photos, both close-up and headshots||Dentist working with patient in chair|
|Dentist collaborating with staff||Smiling patients||High-tech equipment||Anything else that makes your practice unique!|
See for yourself…
These dental websites make great use of original photography:
Keep Learning: Read more about how to schedule and execute a professional photoshoot for your dental practice.
Don’t overlook the power of great high-quality videos. Video content is ruling the internet. It helps:
- Provide greater insights into your practice
- Better communicate unique traits of the practice
- Create great social media content with higher conversion rates
Videos your dental practice website must have
- Short looping video for your homepage intro
- Video of a dentist introducing the practice
- Testimonials of happy patients
- 360 degree walkthroughs of waiting rooms and treatment areas
Keep Learning: Watch these great dental practice videos from Cedar Village Dentistry in Mason, OH.
5. Social Media Storytelling
You’re getting 5-star reviews. You’re taking great picture and shooting compelling video content. What can you do with it? Start telling stories on social media.
Get started by telling your story…
- What makes your practice different
- Show your personality
- Stand out from boring corporate dental practices
Where to post your videos?
- Instagram Stories
Keep Learning: Learn how to create Micro Moments for videos that disappear after a fixed period time — kind of like a more grown up Snapchat.
6. Design for Mobile
It’s happened. Mobile search has passed desktop/laptop search. There’s no putting the toothpaste back into the tube. Mobile devices are replacing computers when it comes to the average person. If your website isn’t mobile friendly, you’re losing search rankings and new patient opportunities.
Keep Learning: Use the Google Mobile Friendly Tool to check your practice’s website.
7. Original Content
Watch and learn how to check your site for duplicate content
Some dental marketing agencies are cutting corners and ripping off their clients by offering “content libraries” as a “benefit” of their service. What they’re really doing is hurting their clients’ search rankings.
Keep Reading: Learn more about this copy-and-paste content epidemic and how to protect your website.
8. Patient Privacy & HIPAA
For the first time, average people (not just tech geeks) are thinking about their online security and privacy. Due in part to GDPR legislation in Europe and media stories about hacking and data breaches, you can’t ignore the fact that people worry about their privacy and security.
What can your practice do?
- Invest in HIPAA compliant submission forms from a service like FormStack or JotForm
- Use SSL to secure your practice’s website
Keep Reading: Surprising statistics you might not know about dentists and HIPAA compliance.
There are many companies and app visionaries trying to become the dominant force in AI-powered chatbots. The technology is already prominent in personal banking and is slowly making its way into healthcare.
The technology is still in its infancy, but several some companies have already come to market and the results have been impressive.
How do chatbots work?
Artificial intelligence and deep learning software create automated, predictive responses to common questions about topics like:
- Hours of operation
- Available treatment options
- Payment methods and accepted insurances
Keep Learning: Try an online chatbot yourself and see what the fuss is about.
10. Online Booking
A decade ago, nobody would’ve thought you can order a pizza online — but now Domino’s is killing it with their app and online ordering service.
Now we’re seeing dental patients who want to book their appointments online from their phones. Online booking services are making this easier but there are still kinks to work out.
Who’s doing online booking right?
- First Impressions Dentistry in Oklahoma – Using the LocalMed booking service
- Studio Dental – A great easy-to-use automated online booking process
The future is here. The intersection between AI and personalization is what will drive innovation in dental marketing over the next 10 years.
Make sure to embrace technology. It’s the future.
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