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Download print version of “Truth #3: Multiple Dental Websites Targeted at High-Value New Patients – Advanced Dental Marketing with Dental SEO Rankings
Truth #3: Multiple Dental Websites Targeted at High-Value New Patients
Advanced Dental Marketing with Dental SEO Rankings
9 Truths of Dental Marketing – #3
For the complete online video series at no-charge go to: www.InternetDentalAlliance.com/9Truths.htm
Welcome! This is Jim Du Molin, Editor of TheWealthyDentist.com newsletter. In today’s turbulent marketplace, middle and upper middle class consumers (families earning up to $175,000 a year) are being asked to make decisions about their economic priorities. They are confused, concerned and, out of necessity, staying close to home due to the high price of gasoline.
As dental consumers are forced to make serious healthcare spending decisions – they are going to focus on geographic proximity of providers and the specificity of the service they are looking for.
In this segment of our 9 Truths series we are going to start with Proximity, or how to determine your Geographic Dental Market. For Specificity we are going to discuss how to use Multiple
Dental Websites to target different high-value dental patient types like Cosmetic, Implant, Orthodontic and, of course, all the dental specialty patient markets.
Now, when we do this strategy, we always start by selecting your top three high-value new patient types. Almost every doctor has three types of patients he really likes. Now, if you’re wondering who your top high-value patients are and what their value is, we offer a training program, online video, just like the one you’re watching through TheWealthyDentist.com. Its called Maximizing Your Marketing, Targeting the High-Value Patient. It takes about 30 minutes. Its well worth listening to. Its got a wealth of information. And its really the core strategy we really try to get all of our members to go through, so they can understand what it is to market correctly and get a good Return on Investment. As part of that, we identify your three high-value new patient types. The ones that are most important to you; the ones that you have the training, and the quality and the ability to deliver the quality care for.
So what we do is this – we want to target your high-value new patients by geography. People are searching and they want to find a website locally, for a local dentist, and were going to do it geographically. So we want a cosmetic dentist in your geography, so you draw a circle and we put in your five communities that are your market. That’s pretty straightforward. In my communities, and I’m based in Tiburon, are Tiburon, Mill Valley, Strawberry, San Rafael and Larkspur.
So were going to build websites targeted to that. Now were going to build three different websites, each targeted to a high-value new patient in your geography. Were going to have a completely different website for cosmetic, another one targeted solely at implant dentists, and a third at sedation dental patients.
Its very interesting. Each one has to be different, even though they’re targeting patients within the same marketplace. And Ill explain to you why.
We built three websites because each site is specifically designed to rank highly with the search engine for the high-value new patient market that you’re looking for in your geography. We can design one specifically for cosmetic dentistry in Salinas, or Chicago, or Peoria. It makes no difference to us. We do a completely different one for sedation, and a completely different one from the other two for implants. We have 25 different dental website designs so its not going to be a problem coming up with a unique design for your area.
Plus we limit our dental websites, geographically.
So the issue here is, Why do we do that? We do this because each site is specifically designed to rank highly with the search engines for high-value new patients in your market geography. We do one for cosmetic, one for sedation and one for implants. Each is a completely different design but they’re very compatible in terms of content. But each one is targeted, one for sedation, one for implants and one for cosmetics.
Let me give you an example of why this is important and why we do it this way.
Visualize yourself as a fisherman besides a stream. Now, when you’re a fisherman, for those of you who are into it, you use different kinds of bait for each different kind of fish you want to catch. If you’re fishing for bass, you use a bass lure. If you’re fishing for catfish, you use catfish bait. If you’re fishing for trout, use a trout lure. You wouldn’t use a trout lure to catch a bass. And you wouldn’t use catfish bait to catch a trout. It just doesn’t work.
Visualize the Internet as your stream. Each of your websites is baited to catch a different high-value new patient. Your first one is baited to catch cosmetic patients. Your second one, sedation patients. Your third one, implant patients, or whatever combination of patients that you want to target. Its a complex strategy, but it works. And the search engines want us to have completely different websites because they don’t want the same website over and over again.
And you might say, Why can’t I do all three in one website? To be honest with you, its like putting three types of bait on one hook. The fish doesn’t know what’s going on and nothing bites.
The search engines can’t determine whether this is a cosmetic site, a sedation site or an implant site. So it doesn’t get ranked well for any of those positions. That’s why we have three completely separate sites.
I hope this introduction into the role of geographic marketing, the specificity of dental focus areas and multiple, highly-targeted websites has helped you clarify your
dental marketing.
If you’re still unsure of your geographic market, go to your dental management system and export your last 100 new patients address information to any standard data format. Then import and open the file in an Excel spreadsheet. (A teenager can help you do this.)
In the open file, sort the records by zip code. Count up the major zip codes the ones with at least 10 patients and plot them on a map. You now know the primary areas around your office from which you derive your new patients.
This approach works well, not only for Internet marketing but also for new resident and saturation direct mail. While direct mail is a quantum leap in expense verses Internet marketing, it can still be extremely effective if maintained over a minimum of 18 months.
Segment # 4 of the 9 Truths series will take you, step-by-step, through how to customize your websites to convert the dental visitor to an appointment request once they arrive on your local practice website.
Remember, a website visitor that does not convert to an appointment request is a lost patient in your chair. This is probably the most overlooked aspect of Internet Dental Marketing. A beautiful dental website, well positioned in the search engines results, that does not convert visitors to appointment request is a waste of your marketing dollars.
For the complete online series at no-charge go to: www.InternetDentalAlliance.com/9Truths.htm
About the Author
+Jim Du Molin is a leading Internet marketing expert for dentists in North America. He has helped hundreds of doctors make more money in their practices using his proven Internet marketing techniques. Visit http://internetdentalalliance.com/author/admin/
