Digital Marketing for Dental Practices

RAMP’s continuing mission: to explore revolutionary new marketing, to seek out new patients and new marketing funnels for our clients, to boldly go where no dental marketing agency has marketed before.

DIGITAL ADVERTISING ≠ SEO

When most dentists hear the term digital advertising, they immediately think of SEO – Search Engine Optimization. But the reality is that SEO is almost as analog as the Yellow Pages compared to today’s digital techniques in marketing.

SEO is expensive because the cost of new patient acquisition steadily goes up each time Google changes their algorithms. And the most you can hope for is to get to the top of the BOTTOM of the search results page, where a potential patient may find you once… or may not.

There is another way — the smart, new way using digital advertising.

EXPERIENCING IT FIRST-HAND

Targeted “display” ads are the cornerstone for every digital campaign. They are a dynamic, visual way to capture and recapture your prospects attention as they navigate the internet.

But you don’t have to imagine what that might look like. Simply by visiting this webpage, you’ll experience what your potential patients might also see.

Be on the lookout for these display ads from RAMP for the next 30 days. You will be amazed where you will see them appear, and how often. Cost? 1 cent per ad shown. That’s it.

A CLOSER EXPLORATION

Website Retargeting

Website retargeting is the most important step in a digital marketing plan and should come first, without question.

When a potential patient visits your website on their computer or mobile device, website retargeting attaches a “cookie” (a small piece of data) to their web browser. This cookie will then trigger targeted ads to follow your potential patients as they navigate the internet for the next 30 days. When they click on the ad, they are redirected to your website. And the cycle continues!

Website retargeting allows your dental practice to stay top-of-mind with your prospective patients long after they’ve left your website, increasing their awareness or your business and increasing conversions.

Note: While this type of marketing can work on almost any webpage, it’s best served if your website is compelling and friendly. If you don’t have one that beautifully represents you, get one!

Keyword Retargeting

This is a form of retargeting that targets an audience based on their previous search history.

How does it work? Say a mom searches for “best pediatric dentist in Oakland.” If your keywords match their search terms, even if they never visit your website during that initial search, they will be shown your display ads for the next 30 days regardless.

Just like website retargeting, if they click on the ad, they will be sent directly to your website. And if you have website retargeting enabled, the prospective patient is then followed with additional display ads from that campaign for 30 days. Doubly effective!

The cost is the same as keyword retargeting, only a penny per ad.

Geofencing

Geofencing is a form of hyper-targeted, location-based marketing technology.

An easy way to think of geofencing is placing an invisible, electronic fence around a specific location. When an activated mobile device crosses the threshold of this electronic perimeter, the geofence captures the device’s IP address and triggers an automatic 30-day ad display. The potential customer doesn’t need to take any action before seeing your ad!

Locations you can geofence are limited only by your imagination. Specialists can target general dental practices, or if pedodontists/orthodontist target pediatrician offices. General practitioners can target country clubs, car dealerships, beauty salons, popular restaurants, or retirement communities, capturing all new visitors within the geofence and sending them display ads for 30 days.

The cost is the same as keyword retargeting, only a penny per ad.

Pay-per-Click

Pay-per-Click (PPC) is a more traditional internet advertising model used to drive traffic to websites. It is generally text only, and often shows up at the top or bottom search result pages with the tag “Ad” attached.

Clicks determine the fees rather than impressions, so if a potential patient doesn’t click, you don’t get charged. But if your ad isn’t specific enough, you will get non-interested parties clicking and wasting your budget.

We encourage PPC as part of an overall digital marketing campaign. It can be a fantastic way to appear at the top of a search result page while your potential patients are actively searching. For example, “sedation dentistry near me” and “braces near me.” But it should be combined with website retargeting to take full advantage of the visits to your website.

Email IP Display Ads

These display ads are activated when an email address leads to an IP address of a computer, tablet, or smartphone associated with it. The display ads will then follow that IP address for 30 days.

Reactivate your patients with an email list of patients who have not been to the office in a while, you can reactivate them using email IP display ads. Target potential patients with a percentage off their first exam, encouraging them to call you or visit your website to learn more (and triggering your website retargeting campaign). You can also purchase of list of email addresses based on specific geographic and demographic parameters.

Contextual Advertising

This method can be very useful when you know a specific website – which incorporates display advertising – that your potential patient often visits. The idea is to get your display ads to appear on their favorite online hangouts.

Some examples are CNN and Fox News websites, which are visited by people several times a day. Although they are national sites, you can limit the geography so that only your target customer can see them. A more targeted approach is to select websites that fit a specific specialty, such as Parent.com.

Over The Top Television (new)

Addressable Over the Top Television (OTT) is brand new technology! It gives you the ability to show TV commercial to different households while they are streaming content. With the help of addressable advertising, dental practices can move beyond expensive traditional TV ad buys to focus on relevance and impact.

A growing percentage of the country is streaming their favorite shows online rather than through “older” traditional methods. OTT allows you to target specific household addresses or neighborhoods and show them a TV commercial for a fraction of the cost of cable or broadcast tv.

Best part is it costs about 5 cents per commercial view.

READY TO TOUR THE DIGITAL GALAXY?

Most successful dental practices use a combination of techniques for their digital marketing campaigns. The most common order is:

1. Website retargeting, 2. Keyword retargeting, 3. Geofencing, 4. Pay-per-click,
5. Contextual ads, and 6. Email IP ads.

If you’re ready to launch your own marketing mission into the Digital Frontier, RAMP is here to help.

Contact us today for a tour around the galaxy.

Warp Speed to Success!