Orthodontists can no longer rely on referrals from general dentists. So ensuring the orthodontic practice connects with the local community is now more important than ever. Key to this is the practice’s approach to marketing.
In chapter 1, we take a look at how the COVID-19 pandemic has changed orthodontic practice marketing and why now, more than ever, it’s important to narrow the focus of your practice’s marketing efforts. More often than not, practices are marketing to the whole community. Instead, it’s time to analyze the patients within your practice who have said yes to treatment already, and find and connect with the community members who are just like them. Once you have your target market identified, you can then turn to metrics to know if your marketing approach is making an impact. We identify the key metrics you should be tracking.
In chapter 2, we look at how consumer communication styles changed with the pandemic and why those changes are here to stay. You will learn why a website, a telephone number, and an email address are no longer enough to capture leads. In addition, you will learn why you have about 5 minutes to turn an inquiry into a lead.
In chapters 3 through 6, we take a look at the various tools that can help make your marketing efforts more effective. Even though we’ve all heard about the importance of SEO in building a website that connects with consumers, it can still be difficult to understand what that looks like in reality. In chapter 3, we break down what it means to have an SEO-friendly website. And then in chapter 4, we take a look at how your orthodontic practice can ensure it shows up as the top patient choice in a Google search. From there, chapter 5 offers tips on how to maximize your practice’s social media activity, while chapter 6 goes a little old-school with a look at how to build a practice blog for your website and the value it can bring to your marketing efforts.