Dental Sleep Medicine Insider November DSM Insider | Page 23

MARC FOWLER
IS YOUR WEBSITE POSITIONING YOU AS
THE GO-TO SLEEP EXPERT?
If you want to effectively posi-
tion yourself as the go-to sleep
apnea expert in your area, a
single page about dental sleep
on your main practice website
probably isn’t sufficient.
For someone looking for sleep
apnea treatment, ChicagoS-
milesDentistry.com/sleep won’t
instill the same level of con-
fidence as ChicagoSleepSolu-
tions.com. It’s easy for patients
to make the connection be-
tween crowns and veneers. It’s
much harder to associate gen-
eral dentistry and sleep apnea
treatment.
When a prospective patient
comes to your website you
want them to immediately
think, “they’re experts, I’m
in the right place.” To see an
example of a dedicated sleep
apnea website, visit: http://Ex-
pertSleepSite.com.
Put yourself in your
patient’s shoes.
Imagine that you have been
named the defendant in a civil
lawsuit. Your immediate re-
sponse is, “I need to find a good
attorney to represent me.” You
go to Google and search for
attorneys in your area.
One of the first results takes
you to the website of Barnes
& Goletti. Under the heading
“Areas of Practice” is a bulleted
list outlining the various types
of law they practice: business
and corporate law, construc-
tion law, labor law, intellectual
property law, family law, estate
law, civil & criminal defense, oil
& gas law, probate and taxa-
tion. A little of everything.
Next, you click the Google
listing for Patel & Newton. On
their website, you immediately
notice the heading “Help with
Civil Litigation Matters.” Just
below that you read, “When
you face a civil lawsuit, only
trust experienced attorneys
dedicated to civil defense.”
Which attorney are you go-
ing to feel more confident
hiring? The obvious choice is
the second, Patel & Newton.
Why? They are positioned as
experts in civil defense. The
first office appears to be a
jack-of-all-trades. It’s reason-
able to assume the first firm is
competent in all of the areas
they have listed. Yet, you would
INTERESTED?
JOIN ME AT THE
NADSM SYMPOSIUM.
REGISTER NOW
MARC FOWLER
Founder, Bullseye Media
Marc Fowler is the president of
Bullseye Media. His firm has de-
veloped a comprehensive di-
rect-to-consumer dental sleep
marketing program. Learn more
at: http://DentalSleepMarketing.
com
likely conclude that they can
hardly have expertise in all of
them.
It would make sense for a pa-
tient searching for “treatment
of sleep apnea” to make the
same assumption when they
land on a dental website and
sleep apnea is one of 20 things
listed on the Services page,
right?