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.

Welcome to the Digital Universe

Dental practices can now access the marketing savvy of Fortune 100 companies to acquire new patients that is less expensive and multiple times more effective than traditional advertising.

With this solar system as an analogy, let’s explore how much you can accomplish with minimal investment.

Listen to Captain Picard (impersonator) Introduce The Digital Universe for Dentists

The Key celestial bodies we’ll explore in our
Digital Universe are:

The Sun | Website Retargeting: The single most important digital marketing tool. Everything revolves around and feeds into it.

Earth | Keyword Retargeting: The most cost-effective way to increase visits to your website.

Saturn | Geofencing: An electronic geographic “fence” that captures cell phone IP addresses as people enter. Thereafter sending display ads to potential patients while they are surfing the internet.

Jupiter | Pay-Per-Click (PPC): A powerful way to start the engine of retargeting.

Mercury | Email IP Display: Send digital display ads to prospects while they web surf by targeting IP addresses derived from an email list.

Mars | Contextual Advertising: Place display ads on websites your potential patients visit and limiting the reach to a specific geography.

Neptune | Over the Top Television (OTT): The latest in technology for delivering television ads (yes, TV ads!) via streaming service to specific street addresses with no waste.

Get Started with Digital Advertising

These new marketing systems are complex and continue to evolve. It takes dedication and practice to understand all the ramifications and make the requisite changes as data comes in.

RAMP has created a free online video course, Digital Marketing – The Final Frontier, that gives you a tour of this galaxy. Click on the button below and fill in the form to request your free access to this 1-hour presentation.

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!