online marketing strategy


Dental Marketing: When It’s Better to Just Say No

by Naomi Cooper January 3, 2018

There’s a well-known concept that I often discuss with my dental clients when we’re talking about marketing dental marketing strategywithout first having a strategy in place, and that’s the “spaghetti on the wall” idea. And perhaps you could even call this a “strategy”, but it’s certainly not one I would recommend.

What I mean by “spaghetti on the wall” is the idea of doing all kinds of different marketing efforts to see “what sticks”. Many dentists employ this method of marketing, which often leads to frustration and wasted money.

It is understandable why so many smart, educated dentists employ this “strategy”. Dentists and office managers are bombarded constantly by sales calls, each one promising astronomical results. So how can you filter the good from the bad?

This year, start by going back to square one. Think about your practice vision and/or philosophy. What is it that you ultimately set out to do?

Next think about what kind of patient type you want to attract. Who would you like to see more of in your practice?

Then, the next time a salesperson calls, resist the urge to say “yes” and tell them you’ll think about their offer and will be in touch. Take the time to ask yourself:

  • Will this action help me meet my vision?
  • Is it in line with my philosophy?
  • Is it targeted enough to reach my ideal patient type?

If the answer is “no” to any of the above, simply tell the sales caller a firm “thanks but no thanks”. There is no need to waste time and money on ventures that won’t help you get to your desired end point, no matter how enticing the offer may be.


Dental Marketing: Top Tips for Building an Online Presence

by Naomi Cooper October 3, 2016

Dental Marketing: Top Tips for Building an Online Presence Dentists today are bombarded with sales calls promising to boost their online reputations or guaranteeing the top spot on Google.

Just as there’s no magic bullet for achieving optimal oral health, there’s no shortcuts when it comes to building a dynamic digital presence.

Check out my recent video here to find out the most important steps every dentist should take when developing an effective online strategy.


How to Ask Patients for Online Reviews

by Naomi Cooper July 6, 2016

How to ask patients for online reviewsYou’ve likely heard of sites like Yelp, Google and Healthgrades and you’re probably aware of the prevalence of patient reviews in today’s online culture. However, knowing that you should ask patients to leave reviews and actually asking them are two different things altogether.

Watch this video to find out why dentists actually need to have positive reviews and learn the best ways of asking your patients to post their comments online.


Dental Practice Branding: 4 Steps to a Winning Online Strategy

by Naomi Cooper April 3, 2014

Dental Practice Branding: 4 Steps to a Winning Online StrategyIt is estimated that the average person sees 3,000 advertisements every day! Your patients need to be able to recognize your dental practice brand. If you’re not iconic, then all of the time, money and effort that went into the message is completely wasted. So, how do you make the most of your dental practice branding strategy? Keep it consistent, and this has never been more important than it is in today’s digital age.

It’s a good idea to take periodic inventory of your online marketing to make sure everything is up to date. In particular, these 4 digital components should work together to form a cohesive brand:

1) Practice Name: This one may sound obvious but it is not uncommon for me to find that a practice’s business cards read “Joe B. Smith, DMD” while its website uses the moniker “Smith Family Dentistry”. One name should be used across all marketing platforms, including your website and online profiles, in addition to your printed materials.

2) Social Media Profiles: It is ideal to set up your dental practice social media (Facebook, Twitter, Google+, etc.) profiles under the same name as the practice. It may seem more natural to set the profiles in the name of an individual dentist, but again, I recommend keeping everything consistent and using the practice name across all properties so that patients can find and connect with the practice as easily as possible.

3) Patient Review Sites: Word of mouth has shifted to the online atmosphere via sites such as Yelp!, Healthgrades.com and Google+ Local. What I find when consulting with my dentist clients is they do not always realize is that these sites often automatically create a profile for your business. It is up to you to log on and claim your practice’s profile on each of these sites, making sure your business name is correct and contact information is current. After you claim your profiles, encourage patients to share their positive experiences so that when prospective patients are doing their online research, they can get a complete picture of what your practice has to offer.

4) Practice Website: Along with having the same name across all online platforms, it is smart to link your online profiles to your website. The homepage of your practice website should include links to your social media profiles and your blog. Likewise, your profiles on social media and patient review sites should also link to your practice website.

Patients are online now more than ever. It’s up to you to make sure they can find you, and that when they do that you’ve made a good first impression. Remember, make it as simple as possible for patients to recognize your practice by name by keeping your branding consistent – online and offline!


Online Patient Reviews: A Yelp Lawsuit and What it Means to Your Dental Practice

by Naomi Cooper December 10, 2013

Online Patient Reviews: A Yelp Lawsuit and What it Means to Your Dental PracticeAccording to a recent report, consumer review site Yelp has been named in a lawsuit for allegedly controlling reviews based on whether a business has paid for advertising. In the report, a southern California dentist says that he was only able to remove negative reviews posted about him when he paid Yelp for advertising. Once he decided to quit the advertising, the negative reviews reappeared. Read more of the story here.

If true, this is particularly troubling for all small business owners with profiles on Yelp. However, at this point, it is still a pending matter and seems to be the exception, not the norm.

What many of my clients do not realize is that Yelp creates profiles for all businesses, even if the business owner does not create it. It is up to the business to claim their profile, updating it with the correct contact information, business hours, photos and description, and to monitor and respond to reviews as necessary.

A Yelp profile should be just one component of your online marketing strategy. Google+ Local is another consumer review site for patients to post reviews, along with Healthgrades, ZocDoc, or Angie’s List.

Yelp can be a powerful tool for building a strong online presence for your dental practice, and I often recommend my clients encourage their patients to post positive feedback on the site. This latest report is a good reminder to vary your online strategy so that you are not dependent on any one single site, and potential patients will have an easier time finding your practice website.