Dental Reputation Management
Dentists often think about marketing their practice in terms of their websites, SEO, some ads on Google or Instagram, and promotions on various social media platforms. The problem is that they often overlook fundamental components impacting how prospective patients see their office online. Reputation management needs to be part of your dental marketing strategy.
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What Are Online Listings?
A dentist’s online identity is communicated through various listings on various websites such as Google, Yelp, Facebook, and others. Those must be managed well, or other marketing efforts will be less effective or even fail.
Effective online reputation management involves:
- Thinking of online listings as extensions of your websites.
- Constantly updating your dental office’s information online.
- Making your online listings outshine those of your competitors.
- Making 5-star reviews a core metric for your dental office.
- Making online listings and reputation management the bedrock of your marketing plan.
Think Of Online Listings As Extensions Of Your Website
Did you know that your About page is in your website’s top 3 most visited pages?
Did you spend as much time designing the About page as you did your homepage? Probably not even close. Check out the About page of your website right now. You may not be happy with what you see.
We’re pointing that out because your website acts as an illustration of how the entire internet works. You need to consider what existing patients and potential patients will find when they look into who you are, as they use the most popular websites on the internet. Online listings are an essential part of your online presence.
Constantly Update Your Dental Office Information
Your dental office’s information must be accurate online–always. If people find your practice listed online with old or incomplete information, you can easily lose them as future patients. The problem is that much of the information about your office is outside of your control.
Google, Facebook, Yelp, and many other websites don’t want to hire people to check in with your office periodically to ensure they have the correct information. They don’t even trust you to provide the correct information. They trust their users to police this information for them. If you look carefully at your listings, you’ll find buttons that allow people to suggest changes, make edits, and even attempt to claim your listings!
We’ll manage what these listings show for your contact information, the pictures they list, your office hours, the services you offer, and much more. And because other people get to make changes (and robot computer programs that periodically make updates, too–yay!) to your information, managing these listings is not a one-time event. So, we’ll monitor and update your listings across the internet on an ongoing basis. Dental reputation management is part of our Pro Marketing Membership.
Outshine Your Competitors With Accurate Listings
Your online listings can be liabilities, but they can also be huge opportunities. The juggernaut platforms of the internet all favor profiles that are complete and updated regularly. We know that the best practice is to give them what they want. Consider your listing on Google (Google Business Profile) as an extension of your social media efforts. In fact, think of every listing on the Web as a social media opportunity.
Not all of them warrant as much attention, but Google is THE website on the internet. Google regularly adds and changes what information you can include as part of your listing to make it more functional as a destination for Google searchers.
That’s what all of your marketing efforts amount to: a destination. Your ads take people to your website, of course, but you don’t know that’s how people will find you. You want people who encounter your online listings in the search results to have a great experience, too.
Of course, your online presence’s biggest opportunity and liability is how you are reviewed as a business.
Make 5-Star Reviews A Core Metric For Your Dental Office
You need to make acquiring new, 5-star online reviews a core metric for your dental practice. If you’re doing a great job at dentistry and asking for reviews, you’ll get scads of online reviews all the time. You can add systems to make that even easier on you and the patient by providing them tools to click on, but the delivery of a great dental office experience and the personal, 1-on-1 verbal request for a review has to happen.
If those two components aren’t there, over time, your online profiles will collect more negative reviews. Positive reviews will be rare, and review activity will be sporadic. That’s not going to make your listings outshine your competitors.
Instead, look at your 5-star reviews as an indicator of a job well done by you and your team.
When you have new 5-star reviews coming in all the time:
- Your website will rank better on Google.
- Future patients will trust you more.
- Future patients will see more value in your services.
- You’ll have reviews to share on social media and on your website.
- You’ll know that your patients are happy enough to refer friends and family.
- You’ll know which team members are really killing it.
Getting those reviews isn’t the only part of dental reputation management; those reviews, good or bad, need to be responded to. As part of our Pro Membership, we’ll manage these reviews and respond to them so you can keep or work up to a 5-star rating.
Reputation Management: The Bedrock of Your Marketing Campaign
We’ll do these three things, and your dental practice will grow:
- Review your online listings on the major websites and social platforms and create a list of things to fix. Then fix them.
- Schedule a review of them regularly to find opportunities to add new information and fix bad information that was added.
- Remind you to ask for those reviews and respond to them when they come in.
You have an amazing dental practice. There are more patients out there who would love to be your next new patients. Help them find you and make sure they like what they see. This foundational work is worth your attention, time, and investment.
Ready to get started? Schedule a free strategy call online.
