North Texas Dentistry Special Issue 2016 | Page 11

WEBSITE VISITOR
TRAFFIC

now is online display advertising.
Through digital display and social
media advertising platforms we are able
to generate more calls at a much lower
cost per call than traditional approaches. And, we’ve developed a strategy that not only generates new patient
appointments, but also effectively
builds the practice’s brand awareness at
the same time.

What does the future look
like for digital marketing and
patient acquisition?

In digital, the only constant is change.
Predicting the future is not easy. Here
are two significant trends to watch.

1. Social media advertising. When
used properly, social media can be very
effective at building your practice and
reaching potential patients. But the
rules for business on Facebook have
definitely changed. Today Facebook is
the largest display advertising platform
in the world. The advanced audience
targeting in Facebook is extremely
powerful, Facebook collects something
like 10,000 data points on every user.

We’re using new strategies on Facebook to attract very profitable patients
and we’re seeing cost per new patient
numbers that are significantly less than
traditional online advertising. Facebook

can also help us “re-market” by showing ads to visitors who have already
been to our client’s websites but did
not follow through and call for an appointment.

2. Increasing competition. With
more practices realizing the benefits of
advertising online, dentists have to
work harder (and smarter) to get more
bang for their buck in building patient
awareness. The key to success is having
a more sophisticated advertising strategy than other practices in your area.
Proper targeting, testing, data analysis,
messaging and active management of
your campaigns will ensure you attract
more of your ideal patients at a lower
acquisition cost than other competing
practices are paying.

What should a dentist look for
in a marketing agency?

With the complicated and changing nature of digital marketing, most dentists
need an expert in their corner so their
staff can focus more on production and
serving patients. Unfortunately, there
are a number of marketing “platforms”
and offshore groups posing as agencies
who advertise heavily to dentists.
My advice would be to do your research and select a quality dental marketing agency who will create a plan
customized for your needs. Here are
some key questions you should ask:
Is this a marketing “platform” or an
agency of real people?

Unfortunately, some companies pose as
agencies but have more salespeople
than marketers. They sell a mass market
“marketing platform” for a low monthly
cost which promises to do everything,
but isn’t effective.

Do I own my website?

Some marketing companies build websites on proprietary systems so clients
get locked into staying with them. The
low price sounds good until you want
to leave. Avoid these “rental” websites
at all costs.
Will you create a customized plan for
my practice?

Every practice is different. A small town
general dentist’s needs are different
than an oral surgeon in a big metro, or
a periodontist in a suburban area.
Don’t be fooled by the “one size fits all”
companies.

Bullseye Media has been

helping dental practices leverage
the internet to attract more of
their ideal patients since 2007.
They have a local team of experts
in digital strategy, web development, search engine optimization,
content development, and
digital advertising.
Having worked with over 300
dental practices across the U.S.
and Canada, has provided them
with data and experience that
enables them to consistently
deliver superior results and above
average return on investment for
their clients.
You may learn more about
Bullseye Media at:
OnlineDentalMarketing.com

Does the agency know dentistry?

Creating an effective dental website
and marketing program requires knowledge of dentistry and what works for
dentists (not plumbers, attorneys, and
roofers).
www.northtexasdentistry.com

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NORTH TEXAS DENTISTRY

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