Establishing and Maintaining an Effective Dental Online Presence

Here is a link to an interesting online article that I found on Dentistry IQ, just published yesterday “How to Monitor Your Dental Social Media Campaign. If you are a dentist today, you need to have a unified dental online presence and you need to monitor it regularly. This article gives you a starting point on how to do that.

In addition to what they say, here are some of my insights:

                Use testing. Use standardized A/B testing to determine what keywords and meta descriptions to use. Use two different layouts then use Google Analytics to determine which form gives you the most click-throughs. Remember that this is a dynamic process. What works today might not work tomorrow. You need to actively monitor this and change it as needed, an old saying goes, “If you’re standing still you are backing up”.

                Determine what keywords people use when they search for you and be sure that these keywords show up in your title, page title, meta description and keyword list.

                Use the proper metrics. You can try to follow so many metrics that you get “paralysis by analysis”. Find a few key metrics that are useful to you and monitor them carefully. At the same time, don’t be afraid to modify or change the metrics that you use, remember that the internet is very dynamic

                As the article says, “don’t be afraid to outsource”. Things are changing so rapidly and new tools are evolving so quickly that you may need to hire someone to monitor and modify your dental online presence for you. If you do hire someone, be sure they are actively monitoring all aspects of your appearance online. If you don’t see regular action concerning your presence, find a new company to do the job. All too often, once the sale is made the effort stops.

Product Credibility

Originally published in the “Journal of the Michigan Dental Association”, Feb. 2012

I’ve owned my own practice; I’ve worked in three or four others and, because of my position teaching practice management at the University of Detroit Mercy, I have the opportunity to talk to a lot of dentists about the products and supplies that they use. How do you decide what products to use? I’ve observed that there seems to be three different methods that dentists employ to select products to use in their practice; advertising, “common sense” and evidence based. Continue reading

The Power of Positive Thinking, or The Power of Preparation?

Medscape Today, a division of Web MD, sends me daily notifications of current developments in the medical field. It helps me screen a lot of topics in a short time, there is even a section on dentistry. I can then click on a topic of interest to learn more about it. A few weeks ago, I happened upon this title, “Pregame Language Predicts Outcomes of Boxing Matches” I was curious and so I went to the site and read the article. Continue reading

Three Basic Business Truths, Part 3

Be able to create new goods and services. Seems easy enough doesn’t it? But what does that mean to a dental office? All offices provide dental treatment, how can you be different? Why should you create new goods and services? Shouldn’t you just concentrate on doing dentistry? After all, they say “do what you love and the money will follow”. Continue reading