Top 6 Challenges of Dental Marketing
Like other fields of healthcare, dentistry is a lucrative but demanding profession that constantly evolves with changes in technology, new treatments, and rising expectations from patients. Even before Covid-19 reared its head, many independent practices struggled to keep up with the industry’s break-neck pace, and the amount of constant maintenance required to run successful online marketing is an unfortunate but inevitable fact.
With millions of people using the internet to find products and services every year, online dental marketing is necessary now more than ever before. At Einstein Dental, we’ve noticed some recurring challenges that dental practices commonly face when trying to gain a foothold in their online market.
6. Dental Phobias
Many patients either have a fear of dentists due to past experiences or the widespread jokes associating dental offices with a bad time. We’ve all seen a bit in movies or shows where some hapless patient suffers in a dentist chair while the sound of a drill fills our ears. Combating that negative imagery isn’t easy, even though you know there are plenty of options like sedation that minimizes (if not eliminates) pain during dental treatments.
That’s why addressing the fear of pain and promoting sedation options can turn a potential patient into a new patient. You never know what page will be a patient’s first interaction with your brand, so we like to include sedation options on the homepage and every relevant topic page (such as dental implants). This strategy transforms helpful, informative content into a major conversion tool.
The newest tech will become outdated over time, so don't stop advertising your practice's other strong points.
5. Industry Developments
Keeping up with the latest technology and developments in dentistry can be a challenge when you’re also managing a business. We’ve seen some dental practices advertising Invisalign Teen long past the time when Invisalign rebranded the treatment program. While many patients may not notice it at first glance, a quick Google search could lead them to outdated, conflicting information and complicate the process.
In cases like Invisalign Teen, you'll need to apply the new name in every instance it appears on your site. New techniques and technology are another matter since they tend to be expensive and require a lot of training. If your brand image involves having some of the latest tech, then lean into it and sell the idea that you can provide a better patient experience with said technology. But the newest tech will become outdated over time, so don't stop advertising your practice's other strong points.
4. Online Trends
When we say “online trends”, we’re not talking about the latest gossip on social media or creating memes that become outdated in a few days. Instead, we’re talking about trends in the way that users use the internet itself. For example, a 2022 survey shows that 73% of online consumers would prefer to learn about products and services through a short video compared to other forms of content.
A savvy dental practice would take advantage of this general trend by creating informative, brand-specific videos to draw in more patients. Adding more videos would also potentially boost your online ranking since Google tends to prioritize websites and content that meet the needs of potential patients.
3. Search Algorithm Changes
While details of the algorithm are a well-kept secret, we know that Google ranks search results based on hundreds of SEO factors. Google also updates its algorithms 12 times per day on average, and that number has likely gone up since Google released four massive overhauls in the past year alone.
A quality piece of content on your site may rank well for a while, but the constant algorithm changes will eventually wear away at its performance. We always talk about pruning your SEO library at Einstein, and one great way of doing this is to update pages and blogs that have historically performed well.
2. Competitive Dental Markets
According to a research report by the Health Policy Institute, the number of dentists per capita is projected to continually increase through the year 2040. Competition will only grow more fierce over time, and every dental practice will need to sharpen its online marketing tools in order to survive. A single-sided approach to online dental marketing won’t get you very far when facing other dental practices willing to pay a large amount for a winning marketing strategy. Dental practices will need comprehensive strategies, such as combining organic SEO with paid advertising and social media.
For example, we publish helpful content on our clients' websites to attract potential patients who are in the research stage of choosing a dental practice. Many of our clients have specific reasons why they use specific materials for dental crowns, and we convey that information on a dedicated landing page for crowns. Providing this useful, informative content helps attract potential patients who want to look into dental crowns while cementing the client's status as a trustworthy resource in the community.
1. Outdated Websites and Content
In relation to SEO, the days of commissioning a cheap, static website for your practice are long gone. Now patients expect a dynamic website and online presence that matches the newest standards in technology.
Even if your practice is outfitted with the latest equipment, potential patients will see an old website and assume that you're using outdated techniques or technology in your dental treatments. And with hundreds of other options just two clicks away, the user won’t stop to consider that your website is the only outdated aspect of your practice.
An outdated website will not only drive away potential patients; it can hurt your online rankings as well. Like potential patients, search engines consider how recently your website and content have been updated when ranking pages.
"When the query demands it, fresh content is a Google ranking factor." - SearchEngineJournal
Struggling to Survive the Current SEO Market?
If you feel like your dental practice is struggling with any of the above problems, then maybe it's time to call in the professionals. Einstein Dental has several years of experience helping dental practices rank higher, attract new patients, and earn more revenue with our comprehensive marketing solutions. To learn more, schedule a meeting with an Einstein Representative today.
