Consider A TMJ or TMJ & Sleep Brand
This is an advanced strategy that has to be executed well. It gives your office a killer, competitive advantage over other general dentistry brands when it is done right. If you create a new practice- literally with another name, phone number, and address, you can build a website and marketing campaign that looks like you “specialize” in TMJ or TMJ & sleep treatment.
Yes, after more than a decade of dental marketing, we know that the S word (specialize) is verboten for your website, but we are talking about the patient’s experience. If they come to your home page and all of the content is about their problems related to TMJ, they feel like you are more of an expert than the dentist next store who lists TMJ treatment along with dentures, cosmetic dentistry, and root canals.
Google feels the same way. They see a focused presence, and your TMJ marketing team will be able to optimize your home page for ‘TMJ Cityname.’ That’s a massive win for dental SEO. Your website’s focused content and focused patient experience tell Google that they’d be fools not to consider you for the top spot if people are looking for TMD treatment in your area.
Your internal pages will be focused on symptoms and treatment options. Your blog posts will be about TMJ and not a bunch of other keywords. Everything in your site will support the premise that you are THE TMJ expert in your area.
There are some requirements for doing this right. TMJ marketing with a separate TMJ brand requires:
- A separate business address. You can cheat a little bit by having a different suite number at your building but have a separate address entirely from your leading dentistry brand for best results. You’ll have even more success if your office is located in the heart of your city.
- A separate phone number. You don’t want your address and phone number to match your main office because it will confuse Google about your online business listings. Your new brand will have its own listings because you’ll need…
- A separate marketing campaign. Your TMJ practice will not succeed on the merits of your other website. It needs its own profiles on the internet and social media. It needs its own ads that point to its own content that lives on…
- A separate website. Every dentistry brand needs a website, and your new TMJ office will be no different. Multiple Google listings pointing to your old website will look like the new one is duplicative of the old one and will either confuse Google, hurting your main office’s results, or get deleted as a duplicate. Google believes that every small business should have one website and only one website. Your TMJ website should take advantage of the opportunity to showcase its focus on TMJ treatment with original content that talks about what patients go through and how you can help them. Don’t borrow content from your main website. Create all-new TMJ and sleep content.
- Separate social media profiles. As part of the different marketing campaigns, your TMJ practice will need its own social media profiles for the same reason that you need a separate website. Highlight the focus on TMJ treatment. Get your patients at your current practice to like or follow the new practice profiles and let them know that you’ll enter them to win a drawing if they do so. Let them know that you are launching this new practice to help people suffering from jaw pain, headaches, and other debilitating symptoms. Ask them to share the new page and posts you create with friends and loved ones who may not understand that their symptoms could be due to TMJ disorder. People are less likely to share a website as they are a bite-sized social media post with a cause for TMJ awareness behind it.
- Separate ads and a separate ad budget. Your website and social media profiles can go relatively unnoticed for a while if you don’t promote them. Don’t split off some of the budget from your main office. Both websites will only have partial funding behind their campaigns if you do.
This may be painful at first, starting a new marketing campaign from the ground up. It will feel redundant until you start seeing new patients at the new office. Then you’ll realize that you’re actually double-dipping in an increasingly competitive and lucrative market. You’ll still get TMJ patients at your main office, but thanks to aggressive TMJ marketing, you’ll push a competitor’s website out of the first page too.
Launching a separate practice for TMJ treatment also has the upside of giving you an added exit strategy. After you’ve built up a second practice, you can consider selling your general and cosmetic practice while still having an established and thriving practice in the area.