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GPS Managing Marketing

Managing Marketing

Where is your next new patient coming from? Do you know why patients are loyal to your practice? How can you avoid losing patients to another practice? The one answer to most of these questions is likely an easy one: “Marketing.”

Are you marketing your practice? If so, what strategies, tactics and channels are you using? How do you measure their effectiveness? Who’s planning, managing, evaluating and redirecting your marketing efforts? Does your practice have a brand? If so, what does it convey to current and, more importantly, prospective patients?

Managing Marketing
  • Calculating Return on Investment (ROI)

    While online marketing is more complicated than traditional marketing, your practice will stand out if you have a look and feel that’s better than that of other dentists in the area.

  • Website Development: Introduction

    Your website is your practice’s presentation to the public. It’s also the foundation for all of your marketing and patient education efforts and represents a significant opportunity to enhance your practice’s brand.

  • Custom vs Template Websites

    Today, most websites are hybrids; they take the best elements of custom sites for select key pages and post original content on pages built using templates.

  • Website Development: Costs

    Take the time to carefully analyze and assess what you want and what you need your website to do before you finalize the budget for your website. Consider these points to determine which approach is right for you.

  • Considerations when Outsourcing Development

    Creating and maintaining your online presence is a major responsibility and can be done many ways. Dentists who decide to outsource website design and maintenance to an external company should consider the following.

  • Content Development

    Take an objective look at your website before making plans about what should be updated. It’s also a good idea to look at the websites of dentists in your community and take notes of what you do and don’t like about each one.

  • Design and Content

    Your practice website doesn’t need all the latest bells and whistles to be effective. It should be visually appealing, communicate your mission, and appeal to the demographics of the patients you want to treat.

  • Safeguarding Patient Information, Website Security and Accessibility

    Certain provisions of HIPAA relate to information on your website. Encryption is an excellent way to protect any patient information submitted through your site, such as through forms.

  • Search Engine Optimization (SEO)

    SEO has become a necessary science that savvy marketers use to their clients’ advantage. While it can be complicated, SEO essentially refers to where your site lands when someone searches a specific topic on a search engine.

  • Black Hat / White Hat SEO

    There are good techniques, and bad ones, for boosting your website’s ranking in online search results. Ultimately, it’s better for your web presence to build at a slow and legitimate rate than risk using unscrupulous tactics that could result in your website being banned from a search engine.

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