IRISH DENTAL REPORT 2018 - www.dentalbooster.com - Dental Booster
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Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Contents Abstract 4 Introduction 5 Introduction to Content marketing and website content 7 Methodology 8 Limitation of research 9 Forward 9 The Importance of Having a Clinic Email Address 10 A Branded email address 13 Conclusion 13 Importance of Having a Website 14 What is a Website? 15 - Static HTML 15 - Content Management Systems 15 - E-Commerce and Online Booking 16 The Statistics of Owning a Website vs. Not Owning One 18 Why potential patients Prefer Dental Clinics with a Website 19 Conclusion 19 The Importance of a Mobile Friendly Website 20 What is a Mobile Friendly website? 21 Features in a Mobile Friendly Site 22 Why your Dental Clinic’s website needs to be mobile friendly 24 Conclusion 24 Usability of Website 25 The Key Benefits of Having a User-Friendly Dental Website 27 How to Implement a User-Friendly Website Structure 29 Conclusion 33 Your Clinics Online Reputation – Why it’s so important 34 How Patients Choose Your Practice 35 How to Build Trust & improve the reputation of your Practice 36 The Importance of Testimonials & Reviews 38 Conclusion 38 Case Studies 39 What Are Case Studies? 39 Why Are Case Studies Important? 41 Conclusion 41
Dental Booster - Dental Research & Marketing Experts What is the Value of a Dental Patient? 42 Value of a Dental Patient 43 Determining Patient Lifetime Value 43 Importance factors calculating the Patient Lifetime Value 43 Alternative Valuation Method 44 Loyal Customers & their importance 44 Conclusion 44 How Price Affects Buyers’ Decisions in the Dental Market 45 How Price Sensitive Are Your Patients? 46 How to Turn Hesitant Patients into clients 47 How to Set the Right Price 48 County / Price Analysis 49 Conclusion 53 The Importance of Being Visible to Potential Clients 54 What is Business Visibility? 54 Offline Marketing 55 Choosing to Market Online 55 - Online Directories 56 - Search Engines 56 How to Improve Online Visibility 57 1 - Google Ads 57 2 - Google Local 3-Pack/Map Pack 59 3 - Organic Listings 61 Social Media 63 Facebook 64 Twitter 66 YouTube 68 Instagram 70 Google+ 72 LinkedIn 74 Conclusion 75 About Dental Booster 76 Meet the team 77
4 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Abstract The dental industry is an important segment of the healthcare industry in Ireland and it has experienced constant growth in recent years. Existing studies concerning health care marketing and Dental Marketing in particular reveal that the Internet has become a vital marketing tool to ensure the growth and development of a Dental Clinic. This analysis looks at those Dental Clinics who have taken advantage of Online marketing, and those who have avoided it altogether, revealing some interesting results and comparing the two segments. This report will give you a complete analysis of the Dental industry in Ireland, how the Dental Clinics are marketing offline and online, and the performance and results. This report aims at identifying the core elements needed to produce a successful and manageable marketing plan for a Dental Clinic. The findings here should give a Dental Clinic some valuable advice and guidance in terms of starting or expanding their marketing efforts in order to grow their clinic
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 5 Introduction The dental industry is rapidly growing and Dental Clinic’s are facing many challenges to compete and grow. The main factors are the shifts in patients’ behaviour, doubled by the high level of technological advances online in this industry. Each clinic in this report was prices of each dental service, the Clinic has a website for studied to determine what at a national and county the clinic, further looking at if any marketing strategies based level, and highlight the if the website is active and the dental clinic is actively most expensive and cheapest functioning correctly. using, and how effective each county for each service. The If the clinic was found to have approach actually is. services studied were; a dental a website, a vast range of tests consultation, a white filling, an The price comparison was performed on the website Amalgam/Metal Filling, in-clinic section of this report builds to check its effectiveness, Teeth Whitening, Full upper and on research which was performance, usability and lower Dentures, an extraction, a initially conducted in 2014 much more. dental crown, a root canal and by WhatClinic, whereby the a veneer. These prices were average prices for general collected from Dental clinics Usability of the website was dental procedures throughout with and without an online studied in various forms, such Ireland were recorded. This presence. as ensuring that the website report adds more depth to that was mobile friendly, had initial research, and forms an The very first factor which the most important contact interesting comparison from is studied in terms of online information such as email, their results in 2014. Here it presence is whether the Dental phone and address visible, also is possible to see the average clinic in question has an email that the clinic had a map with address in which a potential directions accessible and an The Internet offers patient can use to contact the easy to use contact form. widespread access to clinic, and the importance of health information and the having one. advantages of interactivity, Following that, the second customised information element studied is whether and anonymity.
6 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Nowadays, attracting attention to a dentist’s website is as important as the practice itself and contributes to how patients perceive the overall value. each Dental clinic was also studied, this ranged beyond the clinic’s with a The trust factor of the Dental Clinic’s website. The Clinics social strength was website was analysed in terms of it calculated, and its visibility on the most having testimonials visible on the popular platforms such as Facebook, home page, reviews on the website Twitter, LinkedIn, Pinterest, Google Plus, and on external platforms and the use YouTube and Instagram. of Case studies on the website. The use of newsletters was also recorded. Along with the presence of a social The most important trust factors were media account, the suitability of each analysed. social media platform to a Dental Clinic is analysed, illustrating how each The performance of the website was can be used to promote growth, raise studied in terms of loading speed, valid brand awareness and make valuable html structure, the use of Analytic connections in the Dental Industry. software such as Google Analytics, absence of errors and loading issues, domain authority, backlink strength and number of referring domains. Finally, the social media presence of
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 7 Online Visibility leads to growth The most important aspect studied in this report is the visibility of each clinic within the result set of the search results from an online search. The first being Google Adwords, the pay per click advertising platform offered by Google. It was determined if the dental clinic was actively using Google Adwords, and if so how efficiently. The second area being the Google matching the search term in terms My Business local business of preference, showing ten results listings in the map, which basically per page. shows the top three local businesses for a particular search There is a direct correlation term in the Dental Clinics locality, between online visibility of a along with Dental Clinics address, Dental Clinic and the growth and phone number, reviews, opening success of the Dental Clinic. times, website and more. A Dental Clinic can survive from The final being the organic result local business & foot traffic set, which shows a list of websites without much promotion, if the Dental Clinics location is anyway central, the direct local population will consider visiting this Clinic due to its proximity. If a Dental Clinic wants to Basically, if you do not appear wher expand past the local radius of passers-by, then local the majority of the population is optimisation and marketing is searching, then you will miss out needed. A little work can turn on a lot of potential new, local and a “suffering” Dental Clinic into a thriving one. valuable patients.
8 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts the required data such For example, “responsive Methodology as prices, social media errors” can include such The research performed activity and much more. things as respondent was both qualitative and On regular intervals the quality (e.g., lack of quantitative in nature. The data was reviewed by a interest, fatigue or data was collected among internal staff supervisor to honesty) or the extent to over 1500 Dental Clinics guarantee completeness wish those not contacted in the Republic of Ireland, and accuracy. Automatic in the list may vary and Northern Ireland. checks were put in place from those contacted, also to detect anomalies is always and important Data collection occurred and highlight them for issue. early 2016 and the initial inspection. Twenty five Dental Clinics are usually data was collected by percent of the data busy places of work, March 2017. Currently the collected was reviewed therefore a percentage of data is being updated a second time to ensure the clinics may not have as further research is quality control measures had sufficient time to completed. were upheld. give quality responses to Data was collected the questions. manually from various The price comparison independent dental Limitation of research could deal with some directories, such as The limitation of the data irregularity, as some the Dental Association present study consists in Dental Clinics choose of Ireland, WhatClinic, the time-frame the report to offer broad/general Yellow-pages and other took place along with other prices, and clarify the useful directories. To potential issues. specific pricewhen a increase accuracy we used patient contacts them, multiple data sources to A Dental Clinic’s situation and some have more ensure we get the most and circumstances detailed prices visible. accurate data subset. We could change within one For example the price of used vigorous manual data month of recording their a dental filling may well collection, and checked data in this report, the change depending on our records against verified Dental Clinic may close, the size and damage to listing websites. expand, develop an online the tooth, some dental Adding to that extensive presence, or remove and clinics offer “from” manual research was online presence so the prices, and others go completed via online and data is limited to the time into more detail on offline searches. This when the analysis took small, medium and large data was then combined, place. It is very possible filling costs. Where it duplicate and invalid that the current status or was possible, the “from” entries removed, and situation of a Dental Clinic price was used. the data was cleaned may well have changed thoroughly. over this period, many new Despite these clinics open and some limitations, there is an Dental clinics were eventually close. abundance of valuable approached and Another vital point to information for a Dental questioned via phone and take into consideration is Clinic in this report, and email in order to ensure that fact that along with when put to use, can the correct information possible manual error, help a Dental Clinic grow was recorded. For the as data was collected and expand. clinics without any email via email and phone, this or website, we did our best introduces sources of to attempt to contact them potential error other than via telephone, to gather
Forward In the coming chapters, the research and findings of this report are segmented into clear and precise chapters. An in-depth knowledge of the industry coupled with references from external articles and journals were used to reinforce the arguments being made. This can be used as a guide to help a Dental Clinic analyse their current online status and visibility, and see clear areas of potential improvement.
10 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts The Importance of Having a Clinic Email Address Equipping your dental clinic with a branded professional email address is a critical part of building a successful Dental Clinic. 71.70% of the Dental clinics in Ireland have and use an email address for their business 28.30% Do not have an email address! 72% The results of this initial chapter give an insight into surveyed adults prefer to use email as a method of the current level of online visibility in the Dental communication Industry. Nearly a third of Dental Clinics in Ireland have no email address at all. An email address is 66% Email marketing can lead up to 66% more something that will only take a few hours to set up, and offers a vital point of contact for potential conversions clients. 70% Equipping your dental clinic with an email address is a critical part of building a successful Dental Clinic. Emails are now the most popular mode of communication in the world – and with good reason. Instantaneous message customers think a delivery, higher convenience and lower costs are just a few of the benefits free web based email looks unprofessional associated with electronic mailing. By providing an email address, you make it easier for prospective clients to 89% get in touch with you. Phones may provide a more direct route, but it also takes more to compel a user to get off the computer and pick up a phone – charges incurred can also contribute to their reluctance to call. Additionally, Irish businesses are using emails to improve emails are great for general inquiries. brand awareness.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 11 An email address also allows you to tap into the large segment of users actively looking for clinics on search engines, offering these prospective Studies show that approximately 60% clients with a method to get in touch of the world’s population enjoy having with your Clinic quickly. According to a study conducted by the British smartphones that allow them to read, edit, Dental Journal, approximately 34.5% and reply to emails while they’re on-the-go. of surveyed patients dealing with a This added convenience is essential to gathering more clients dental condition fled to the internet annually. to research their condition and to find a dentist. With an email address readily available on your site, you could attract a lot more patients annually. Research results from Marketing Sherpa state that 72% of surveyed adults prefer to use email as their main method of communication and 72% of surveyed 15% preferred phone calls. adults prefer to Since Internet users are notorious for their impatience, it’s likely that use email as their if your clinic’s name shows up in main method of the search results without an email address, they’re likely to contact communication another that does have one. There’s another major benefit to having an email address – one that will help you build a long-term relationship with your customers, also enabling you to earn more revenue. Collecting your patients email addresses and saving the contact details of those who send you messages is a great way to start building an email list. You can use this information to improve patient retention and encourage loyalty.
12 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Collecting your patients email addresses and saving the contact details of those who send you messages is a great way to start building an email list. Approximately 76% of dental practices that engage Our advice to you here is to collect the email addresses, whether in sufficient marketing tactics can see active growth you decide to use them or not is irrelevant, if you collect them, in the number of email subscribers they retain. later you can perform some really effective marketing techniques with According to a study from Ascend. this data (we will discuss this later) Also, relying on obtaining your Sending patients appointment client’s email addresses and adding reminders and feedback requests them to your email list can help doesn’t just sustain engagement; it you to see an increase of 66% in enhances your clinic’s reputation and conversions when compared to brand awareness. other marketing methods, such as social media.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 13 Branding your clinic with a personalised email address It’s important to remember that you’re not just building a business; you’re building a brand (more on this later). As your brand gains popularity and establishes a level of credibility, you’ll find that you don’t need to invest as much in promotional activities. Clients will seek you out and come to you instead! Email has now overtaken te x ting as the preferred mode of Setting up an email address is a step in this communication in Ireland. direction – you’re putting your clinic’s name on the point of contact. It also makes you look more professional. When users hear about you Email has now overtaken texting as the from other patients and search for your clinic preferred mode of communication in Ireland. online, the absence of an email address is According to Blue Cast Digital’s Email Marketing conspicuous. Insight, over 84% of marketers in the country have described email as an integral part of However, customers today are becoming their marketing strategy! Additionally, 89% of increasingly sensitive to a brand’s online image. Irish businesses are using emails to improve This means that having an email address brand awareness. associated with free web-based email services like Gmail or Yahoo isn’t going to cut it. What Of the businesses surveyed, nearly half had you need is a personalised domain, preferably an open rate above 20% – while the average one with your clinic’s name. click-through rate at over two-thirds of all the participating companies was above 6%. These According to a study conducted by are optimistic figures, indicating that a high- Visible Logic, 70% of customers say that er-than-average number of recipients were a free web-based email address looks not just being successfully engaged by the unprofessional. This clearly indicates that the companies’ emails, but potentially going on to majority of users begin to form an opinion of a take a profitable action. brand’s credibility just based on the company’s email address! Globally, medical and dental emails recorded an average open rate of over 22% according What you need is an email that matches your to insights released by MailChimp. To put dental clinics website, for example contact@ that into context, the open rate for emails your-dentalclinic.ie where your-dentalclinic.ie is pertaining to hobbies – the leading category – your domain name. If you don’t have a website, was around 28%. we will discuss this in a later chapter. Conclusion If you are one of the 28.3% of dental clinics in Ireland that do not have an email address, the bad news is you have been missing out on Open your Clinic to a a range of enquiries. The good news is this is very easy to set up and get working. Your stream of new patient receptionist can easily monitor the clinic’s email address, and you can deal with more enquiries by utilising complicated enquiries personally. An email address will take only a few hours to set up, email. and there is no excuse not to have one.
14 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts The Importance of Having a Website With the world shifting to digital media, the idea of owning a website is something that is essential for the success of your practice. 64.25% Dental Clinics in Ireland with websites 28.30% Dental Clinics in Ireland without a website Out of the 64.25% of these businesses, 11.82% of the websites had issues preventing them from loading at all 61% 37% 61% of customers read through online reviews and testimonials prior to 57% of small businesses 57% making a purchase decision and independent of people search online practices have acquired when searching for a a customer through 84% of studied consumers decided that Dentist or Dental service their company’s blog small businesses were far more credible when they had a website compared to when they didn’t. The perception of a website being a burden and a lot of work is an often seen and incorrect perception. When a website is set up properly, it can be updated easily, and cut down on calls to your clinic looking for information, as it will be easily available on your website. A well planned website will help you automate and streamline your 62% By focusing on inbound leads through your clinic. With the world shifting to digital media, the idea of owning a website is something that is essential for the success of your practice. Without one, you’re missing out on substantial avenues for profits. website, your marketing will be up to 62% less expensive.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 15 Content Management systems. Imagine all of the competing dental practices in your area that Static HTML have a website, they’re driving an insurmountable level of clients The majority of websites on the Internet use a into their practices, this is mainly due to the fact that they are specific mark-up language called HTML to help visible to potential patients. create their webpages. In most cases, unless you have website coding experience, you will 37% of your industry’s overall client base is need to hire a professional developer to create on the Internet searching for help related a HTML business website. to a dental or oral condition. With a static HTML website, all of the content of your site is stored in static files which eliminates the need for dealing with servers and databases such as MySQL and PHP. They also offer minimal maintenance throughout the That could result in a large increase of revenue years. by the end of the year if you can draw them into your practice. The only concern with HTML sites is that they are difficult to manage without the help Developing a website can be tough, as you of a professional. But this coding language need to know what important information is essential to creating a clean, fresh, and your clients are looking for and how to convert professional website. them into clients. But at the end of the day, you could be part of the 87% of dental practices Content Management Systems that use their website to improve the success As a dentist it is imperative to have the ability of their business. My advice is simple here, if to log into your website, upload a picture, your car is broken, you probably will bring it to change text, write a blog post, or change a a mechanic to get fixed, developing a website price. A content management system offers properly, is just as intricate: ensuring that it exactly that. looks professional, has a nice design, attractive optimised pictures, designed for usability, They are very easy to use, secure and simple. quick loading, mobile friendly...the list goes on. Its possible to have different access levels for After many discussions with dentists who have your staff. These websites are connected to tried to build their own website, and as much a database, and are slightly more complex to as I admire this, I really think if you plan to do build so they are more expensive. create something this important, do it properly. The content management systems are often Sometimes it’s better not to have a website built on open source software such as Drupal, than to have one that is outdated, not mobile Wordpress and Joomla. The great thing about friendly, scary pictures etc., as this will be your these is that you can add various modules first point of contact with a potential patient, and functions to your website to increase user they will compare your services and quality interaction. An example would be a module with your website. for live chat, so you or your staff can speak What is a Website? to website visitors instantly via your phone or desktop. Let’s start with the basics, a website is a general hub of information that can be mutually beneficial for businesses and average website users. They typically offer several pages of information for a variety of purposes. As an example, a dental website will give patients information about their offered services whereas a clothing website gives shoppers the ability to purchase clothes online. There are several types of websites that you can get developed including static HTML, e-commerce sites, and ones with a built in
16 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts CMS websites are typically preferred by 37% of potential Dentists who take a patients would hands-on approach to be interested in marketing their clinic, contacting you as they can log in and online. update the website easily Over 1 billion The possibilities are endless, picking the ability to browse through an the right setup and functionality to online store, shop for the items people using engage your website visitor is the they need, and then have them key. delivered to their home. As a dentist, Facebook alone you typically won’t need to worry You will be able to have more about developing an e-commerce control over the site’s functionality website unless you intend on selling such as being able to add reviews, toothbrushes, toothpaste, and other testimonials, and case studies. dental hygiene products through the Owning a CRM based site is essential Internet. If you were selling online for dentists that will need to update products, you would have a shop images, content on their pages, add open 24/7 to customers all over the some of the latest news about their world, a great benefit compared to practice, update entries on their brick and mortar shops. blog, and more. What is interesting about By developing a website with a strong e-commerce websites is that they basis in CRM you’re going to notice a are similar to booking websites that substantial amount of growth in your people use when they plan on going Over 100 different practice. Patients will be far more on holiday. Now imagine being able dentist-related likely to desire your dental practice if to give your patients the ability you show that you are engaged and to book and pay for their dental keywords are being interested in the answers they are appointments entirely online. looking for. put into search You would be able to manage your E-Commerce and Online Booking time much more effectively and your engines throughout patients would surely appreciate E-commerce has quickly become Ireland and the UK on one of the most popular types of the ease of use, considering that 37% of potential patients would be websites because it gives people a monthly basis. interested in contacting you online
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 17 about their dental concerns anyway. about their condition online through Its vital that Dental Clinics their dentist’s website. Why You Need a Website use their marketing Improving Customer Engagement Even though owning a website can be a lengthy venture, it is a necessity in Internet users are characteristically budget in campaigns today’s day and age. People on the impatient and they’re always looking that are measurable and Internet are searching for absolutely for the easiest way to do things, such anything and everything and dentists as get in contact with you. When you produce results. are no exception. 81% of the Irish decide to develop a website you’ll be population use the internet, close to giving potential patients a sure-fire, 4 million. When these people look quick, and efficient way to get in such as crowns, orthodontics, teeth for a Dental clinic, if you do not have contact with you. whitening, etc. a website you will make it very hard You’ll want to make sure that you You can easily accomplish this for them to find and choose you. offer a phone number, email address, by either setting up a dedicated They may find your email or phone and contact form so potential “Services” page or discussing your number on a directory, but they will patients can choose their desired services on your blog. According not be able to read any information method of contact. The easier it is to HubSpot, approximately 57% of regarding your clinic! No images, no to get in touch with your practice, small businesses and independent testimonials, no idea of your services, the more likely they are to reach practices have acquired a customer no prices… while your competitors out to you. We will talk more about through their company’s blog. will have all of the above. usability in a later chapter. Lowering Marketing Costs Helping Patients Find Your Practice You can also integrate your social The average dental practice will When you take a look at the search media into your website, allowing spend approximately 15% of their volume statistics alone, they’re the your patients to follow you, stay up gross revenue on marketing annually. number one reason as to why you to date with the latest updates in This can include everything from need a website. Over 100 different your practice, and quickly send you brochures to pens that clients dentist-related keywords are being direct messages through Twitter, can take at the end of every visit. put into search engines throughout Instagram, or Facebook. Instead of allocating a large chunk Ireland and the UK on a monthly We will talk about social media in of your profit to marketing, why not basis. This gives you the potential to a separate chapter, but if you want consider lowering it with the help of reach over 100 new clients that might a quick advice, set up a Facebook a website? be interested in what your practice business page for your dental clinic, has to offer. Also, 20% of patients With a website you won’t be its quite simple, and will open that visit oral surgery clinics in required to spend regular amounts your clinic to a wide range of new Europe stated they found information to maintain a marketing scheme. patients. Instead, you will only have to pay There are over 1 billion people using one-time fees for the services you Facebook alone and 40% of these need. Typically you’ll want to hire a The average dental users say that information found website design firm for the layout on social media influences their and a SEO expert for the content. By practice will spend healthcare choices. focusing on inbound leads through approximately 15% of Showcasing Your Services your website, your marketing will be up to 62% less expensive. their gross revenue on Much like making a purchase through Since all of the work on the a retail store, customers are going to marketing annually want to know what you have to offer website will be outsourced you won’t have to worry about hiring before they commit to your practice full-time employees to deal with and this is where your website your marketing efforts. Instead, becomes more valuable than ever once the website is fully designed before. and operational, you’ll only be Your website should be designed to responsible for paying for the hosting give potential customers an insight service you choose. This can help into what services you have to offer, lower that 15% to approximately 5%
18 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts The Statistics of Owning a Website vs. Not Owning One IF YOU WANT TO GROW YOUT CLINIC , it ’s imperative to own a website . Owning a website can take 40% a significant chunk of your competitor’s volume and bring it into your practice, helping to boost your annual profits. of small businesses and healthcare prac tices s till don’t use one to their advantage. 85% According to a study Redshift Research found conducted by Verisign, that 84% 83% of online researchers of s tudied consumers of sur veyed small rely on the internet to decided that small businesses with a website f ind websites for small businesses were far more had a “competitive businesses and healthcare credible when they had a advantage over businesses prac tices and without a website compared to when without websites”. website, they didn’t . 48% approximately 8 out of 10 potential patient s will never know that your prac tice of s tudied dental prac tices intend on selling their exis t s. ser vices through their website within 1 year of owning their site.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 19 Why Clients Prefer Dental Clinics with 62% a Website Providing High Quality Information According to the British Dental Journal, 7.9% of surveyed adults noticed the information they of dentis t s claiming print adver tising hasn’t added to found on the Internet about dental the success of their business. procedures was of low quality, whereas 18.6% decided they had access to high quality information. The Most Important Information to the perfect way for clients to put a Of that 18.6% everyone contacted have on your Clinic’s Website face to a name, which will encourage the Dental Clinic with the most them to consider coming in for a Detailed List of Services useful information available on their consultation or for dental work. website. By far the most important In your team biographies you information you’ll need on your It’s important to not only ensure your can include first names, a small site includes a detailed list of your website has enough information, but blurb about your interests, and a services. Clients are going to want to that it’s useful and informative to professional yet fun photograph of know if you can help them with their potential new patients. High quality yourself. particular issue. Typically its a good information has proven to be much idea to create a dedicated page to Conclusion more profitable than a mass of showcase your services. information, quality vs. quantity. Owning a website has never been Pricing more important than it is today Building Credibility with 62% of dentists claiming Dentists must display private fees in Finding healthcare practitioners is a print advertising hasn’t added a place where patients can view them difficult job for prospective patients to the success of their business. before consultation. So a pricing as they want to make sure they Without the help of an online page, with as much information as choose the most reputable practice. portal to lead potential patients possible is very advisable. When you own a website, 84% of into your sales funnel, you could potential patients will find that Understandably the cost of each be looking at a massive decrease in you’re more credible when compared service depends on the severity of annual revenue. to other businesses that don’t own a the condition. Potential patients will appreciate having a general idea of Adding to this it’s very important website. the cost of each procedure. to mention that if you do decide to You’ll want to make sure that you develop a website for your clinic, Testimonials showcase your professionalism look for Dental Marketing Experts, through your website as it helps to There’s nothing better than having a with proven results. The reason build trust in your brand and will page of testimonials from past and for this is, a website which is set up entice more patients to try your current clients that enjoy your dental perfectly to gather results online, clinic and your services.. office because 61% of customers may look similar to one that is set read through online reviews and up incorrectly (It’s what is under testimonials prior to making a the bonnet that counts). You may purchase decision. With the help of pay a lot less for an inexperienced testimonials you’ll be able to build person to generate a website trust without making your website for you, but the chances of this too “sales-y” for the average visitor. generating new clients for you will We will talk about why these are vital be very slim. in a later chapter. 61% I would not leave an inexperienced Team Biographies dentist near my teeth, and you need to treat your dental clinic of customers read through Another great way to build trust in with the same regard. A proper online reviews and testimonials your brand is to give website visitors website needs planning, attention, prior to making a purchase a clear idea of who it is they’ll be decision. expertise and hard work from the working with. Team biographies are developer.
20 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts The Importance of a Mobile Friendly Website In today’s society there’s no better investment than a website for your dental practice. 33.52% Dental Clinics without mobile friendly websites 66.48% Dental Clinics with mobile friendly websites 40% 40% of users abandon a website that take more than 3 seconds to load 61% of all Internet traffic in the 49% of surveyed mobile users stated UK and Ireland is through that they would wait up to only 10 mobile devices seconds for a page to load. 67% were more likely to make a commitment to the company if their website worked on mobile devices A 1 second delay decreases customer satisfaction by 16% 56% Approximately 61% of all Internet traffic in the UK and Ireland is through mobile devices and not having of mobile users visit a particular business on the same day they searched for it a mobile friendly website means that you could be missing out on a huge share of Internet users. 56% of all mobile 56% There is an array of benefits associated with having a mobile friendly site searches have such as providing prospective patients with a convenient and user-friendly local intent browsing experience.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 21 For a dental practice that brings in approximately €1000 each day, deciding to €25,000 not have a responsive website design could cost you up to €25,000 annually. What is a Mobile Friendly Site? To put it simply, a mobile friendly site is a website that can be viewed on mobile devices such as smart-phones and tablets. But there are different main concepts that a site needs in order to be classified as “mobile friendly”, 3 of which are discussed below. 1. Impeccable Loading Speeds Fast loading websites are essential when it comes to a mobile friendly site and it’s imperative that you don’t bloat your site with a bunch of graphic images and videos that will slow it down. According to a study by Kissmetrics, approximately 49% of surveyed mobile users stated that they would wait up to only 10 seconds for a page to load. Remember, a smartphone or tablet is substantially less powerful than a computer and even though your webpage may load seamlessly on your desktop at home, it doesn’t mean that it will work as well on a smartphone. Also, bloated websites are going to cost your clients more money to load, as they will typically be using their data to search for your dental practice while they’re on the go. 2. Easily Navigable Depending on the type of device that a prospective patient has, the screen will typically be a fraction of the size of a desktop computer screen. This is why it’s important to have an easily navigable website that your patients can quickly browse through to find the most pertinent information. You’ll want to consider placing a navigation bar or drop down list at the top of the site that they can use to visit your landing pages. According to the Walgreens GVP and Chief of Technology Officer of eCommerce, “Our goal with everything we do on mobile is to make our customers’ lives easier.” 3. Implementing a Responsive Web Design RWD, or responsive web design, is essential to the success of a mobile friendly site. It basically means that the page will have the same URL and the same coding regardless of if a person has visited your website through their computer, tablet, or smartphone. With RWD the website will respond to the user depending on the size of their screen to help optimise the content for easier browsing. There are a variety A non- responsive of benefits associated with responsive website design, particularly which you website design could will only have to worry about updating one version of your site instead of two. cost you up to €25,000 For a dental practice that brings in approximately €1000 each day, deciding to not have a responsive website design could cost you up to €25,000 annually. annually.
22 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Features in a Mobile Friendly Site Now that you have a clear understanding of what a mobile friendly website is, you might be considering how you can build one on your own. When you begin the development process there are certain features that you should pay special attention to. These features not only make it easier for clients to work their way through your website, but it also helps to add to a seamless aesthetic appeal as well as functionality. Ireland by far has the largest number of mobile device Internet users in comparison to the rest of Europe, North America, or South America. 1. Call to Action Buttons As a dentist, the main objective of your website is to encourage potential patients to call your practice and schedule an appointment. This is where call to action buttons are the most useful as you can make contacting your offices easier than ever before. Consider adding click-to-call or click-to-text buttons on your site so that if people are browsing using a mobile device, all they have to do is 3. Optimising Content and Button site if they prefer. Typically you can push one button to be connected to Size add a link to the full version of the your reception desk. Internet users site. don’t enjoy having to search for The last thing you’ll want is to have contact information so it should be potential clients trying to read 5. Image Sliders readily available. incredibly small content and buttons If you have decided that pictures are on your site as it will only encourage 2. Mobile Maps and Directions exactly what your website needs to them to click off of the page and really grab the attention of readers, It’s also important to let your visit a competitor. Make sure the you will want to consider adding clients know where your practice is text on the page is large enough to them into a slider that a user will located because approximately 53% read on small mobile devices and be able to swipe through. Scrolling of your website traffic is searching ensure every button is optimised to can be difficult to work with on a for directions to your local approximately 45-57 pixels. smartphone, especially if you have establishment. Adding directions pages and pages of content. An is simple with the help of a image slider puts all of the pictures Google Map widget. You can either 4. Linking to a Desktop Site you need in one convenient location. give your clients step-by-step Although your website should be instructions on how to get to your optimised for easy browsing on practice or you can add a hyper-link mobile phones and other devices, that will open your address in one it’s still essential to give clients the of their GPS apps. ability to access your full desktop
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 23 Why is a Mobile Friendly Site By 2020 there will be Important? 56% of mobile users approximately 2.87 According to a study by Statista, by visit a particular billion smartphone 2020 there will be approximately 2.87 business on the same billion smartphone users around the users around the world. world. In fact, over 2/3 of the UK’s day they searched for it population uses smartphones more than any other mobile device in their home. Using mobile devices has become the new way to connect with companies that offer products and services in their immediate area. It’s important that you consider just how beneficial it could be to grab a piece of that market share for yourself. Owning a mobile friendly site is more than important; it’s vital for the 2. Local On-the-Go Searches success of your practice. You would be surprised to learn that Over 2/3 of the 1. Mobile Use vs. Desktop Use the majority of local searches made through mobile devices have a much population uses In 2016 StatCounter discovered that higher conversion rate than any for the first time in history, mobile smartphones more use surpassed desktop use with other types of searches. According to Search Engine Land, approximately than any other mobile 51.3% of all Internet users relying 56% of mobile users visit a particular on their smartphones and tablets device in their home compared to 48.7% relying on their business on the same day they searched for it. Out of that 56% desktop computers. This alone is the increase in foot traffic, approximately most convincing reason to consider 78% of all people made a purchase implementing a mobile friendly site that day as well. for your dental practice. This is a phenomenal opportunity for your practice as you have the ability to focus on the potential for high rates of conversions, which inevitably equates to better profits at the end of every quarter and more overall success for your business. 3. Higher Mobile Friendly Rankings Unlike your typical search engine rankings, Google unveiled a new program in 2015 that was aimed towards mobile friendly websites. The program is specifically designed to give these sites the ability to be ranked differently than regular desktop pages. If you take the time to develop a mobile friendly site, you will also have the ability to be ranked higher on these high quality search engine results. The higher you’re ranked, the more traffic your site will bring in.
24 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Why Potential Patients Prefer Mobile Friendly Sites More and more people are turning to their mobile devices to get information about dental practices simply because they’re constantly on the go. It’s common knowledge that your patients are going to prefer your mobile friendly site because of its convenience. ease of use, modern adaptation, and professionalism. Convenience With your mobile friendly website, you’re going to tap into the 69% of users between the ages of 18 and 39 that always turn to their smartphones for research before they decide to buy anything. In fact, if your dental practice is targeting to consider giving you their business. optimised for browsing on devices. younger demographics, approximately Not only will you be responsible for By not providing the easily navigable 80% of teens and young adults have giving them professional advice, but format that mobile users expect, you their own smartphone and use it for you’ll also be working on their oral could be losing more than 50% of research on a regular basis. health and who would want to work your annual profits. Instead of attempting to access a with a company that appeared like Mobile devices such as tablets and regular desktop version of a site from they could care less? Remember, smartphones have never been more a mobile device and dealing with 52% of users that have bad mobile influential in today’s economy as the headache of poorly optimized experiences are less likely to engage they are now, and taking advantage content, mobile friendly websites with said company. of this information is essential for boost browsing convenience ten-fold. Speed and Efficiency the financial success of your practice. According to a study conducted by Google, approximately 61% of users There’s nothing more convenient Conclusion were likely to leave a website if it than being able to unlock your Test your website today, open it wasn’t mobile friendly and 67% were device, access a search engine, and with a mobile device, and see how more likely to make a commitment find the information you need within easy it is to use. to the company if their website a matter of minutes. Today’s society worked on mobile devices. has adapted a “right now” mentality, Your website needs to be of good meaning that there’s no desire to quality, and one of the most Finding Businesses that Care wait for information anymore. important factors is that it works No matter how you look at it, not for everyone. It needs to work for Approximately 50% of website having a mobile friendly website is all the people using Ipads, iphones, visitors will wait up to 15 seconds for going to hurt your business more android phones etc. When I say a website to load and over 44% of than you could imagine. According to work, I mean it needs to load users will leave a site if it takes more ThinkWithGoogle.com, approximately within 5 seconds, have a menu than 3 seconds to appear on their 48% of studied users claimed that which is easy to use, and allow the mobile devices. These figures show if a website wasn’t mobile friendly, user to see your phone number, you just how important it is to have they felt like the company didn’t care directions and email within one an efficient and fast loading site for a about their business. click. better user experience. When it comes to the healthcare Mobile visitors are most likely Owning a mobile friendly website industry it is imperative that you local, and close to your clinic, is essential for the success of your show potential patients you care, needing a Dentist ASAP, make it dental practice, particularly if you otherwise they will be far less likely easy for them to find you! have your content professionally
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 25 Usability of Website A website is much more than an onslaught of words, pictures, and pages, as it gives potential clients the information they need to decide whether to visit your dental practice or not. 61% 61% of internet users are more likely to Visitors only leave websites that are not clear and easy pay attention to to use 28% of website content, as 82% most people 77% are at the age of 50 or older are visually impaired scan through a and will find it difficult to read small font website 74% of website Only 26% owners are at risk of losing of Dental Clinics in Ireland of the people visiting your website are interested in finding clients due have an integrated map on the location of your business and to poor user their homepage your hours of operation interfaces 64% 37% Only 70.28% of Dental Clinics in Ireland have their email listed on the homepage of patients contact their dentist through the Internet of your regular traffic is from people looking for your phone number, email address, or your physical address A One second 24% The average score of Dental 47% delay in your page loading of visitors will websites in Ireland is only 64/100 of all website time can lead to an 11% leave the website users expect an decrease in page views, a 16% before the page entire website loads if it takes 7 Average loading time of a to load within 2 decrease in satisfaction from Dental website in Ireland is seconds seconds website visitors, and a 7% loss 7.4seconds in conversion
26 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts A website is much more than an onslaught of words, pictures, and pages, as it gives potential clients the information they need to decide whether to visit your dental practice or not. As one of the most important aspects of owning a website, it is essential that you offer a user-friendly experience that will entice potential clients to want to learn more about what you have to offer. Otherwise, up to 48% of your visitors will become frustrated and leave your page. From understanding the benefits you’ll experience from a user-friendly website to learning how you can take advantage of enhanced usability, we’re going to delve into the details of just how beneficial it can be to have a stunning and easily navigable website.
Dental Booster - Dental Research & Marketing Experts Dental Report 2018 27 The Key Benefits of Having a User-Friendly Dental Website As a dentist in the modern age, you should be aware of how important it is to maximize your efforts and build a trustworthy online presence. Not only is it important to consider things such as SEO and having an aesthetically pleasing site, but it also has to be usable for your target audience. Although it can be easy to get swept away in the idea of adding more images, brighter fonts, and dozens of pages for your clients to browse through, it’s not the most effective way to create a user-friendly website. 1. The Best Browsing Experience Possible The first thing to consider is how simple it would be for your clients to be able to go to your website and get the information they need. It’s said that approximately 61% of internet users are more likely to click off of websites that don’t offer a convenient and easy-to-use development strategy, whereas potential clients will be 67% more likely to stay on your website if it offers the best browsing experience possible (www.thinkwithgoogle.com). In order to make sure that you can offer a phenomenal browsing experience, you’ll need to cut back on the flashy images and outrageous font selection so you can focus more on the information your clients need. Ensure that you offer a navigation bar at the top of the site where they can move from one page to another and implement a search bar where they can browse for specific keywords on your site. Everything should be laid out professionally and right in front of their eyes so they can find the information they need without spending hours looking for an answer to a single question. Just remember, the easier it is to browse, the more time people will spend on your site. 2. Accessible to All Potential Clients Another large benefit of having a highly usable website is that it will be simple to navigate through for absolutely anyone ranging from the elderly to the blind. If you don’t take these demographics into account, you could be missing out on a large chunk of business that will be stolen by competing dentists. Approximately 285 million people in the world are said to be visually impaired, 82% are at the age of 50 or older (www.who.int/mediacentre/ factsheets/fs282/en/). Making your website accessible to everyone is easy, especially if you’re working with a web development firm that has experience with accessibility options. There are different ways to help make your website more usable by the elderly and disabled, such as ensuring that screen readers can be used to access different parts of your website. 3. Enhancing Professional Appearance People who typically use the Internet to look for a dentist generally have an idea of what they’d like to see when they open a web page. In the past, 61% of internet users websites offered an array of design schemes ranging from bright hot pink are more likely to click backgrounds to flashing red text against tiled images. In fact, according to a study conducted by the Nielson Norman Group, the most information a off of websites that reader is likely to pay attention to is 28%. This means you’ll have to make the don’t offer a convenient most out of the 28% of information you should have on your site. and easy-to-use In today’s day and age, it is important to consider the features that will accentuate the personality of your dental practice. Do you want to offer a development strategy
28 Dental Report 2018 Dental Booster - Dental Research & Marketing Experts Your clients want to see a CLEAN, CLEAR, AND CONCISE WEBSITE that is obviously put together by a team of professional developers. professional appeal that sets you apart from other dentists in your area? This is when a professionally designed site is what will make the difference between an influx of new patients and a steady flow of current ones. Your clients want to see a clean, clear, and concise website that is obviously put together by a team of professional developers. They want to read through content that is written with the highest attention to detail and that helps them understand the importance of visiting a dentist. Also, they’ll want to be able to find the information they need as quickly as possible. The more professional your website is, the more likely people are to visit your practice as they will assume that your services will complement the design of your site. 4. Substantial Increase in Revenue According to the Society of Digital Agencies, approximately 77% of website owners are at risk of losing clients due to poor user interfaces which results in a substantial loss in potential patient conversion. As mentioned, having a usable website is essential for grabbing visitors attention and turning them into paying patients. The more clients you’re able to work with, the more money you’re inevitably going to bring in at the end of each month. In fact, the majority of dentists need to rely on marketing efforts to bring clients into their practices, as they essentially have to sell the benefits of their office to potential patients. With the help of a usable website that is either designed by a professional team of website developers, you’re easily going to bring in approximately 40% more in revenue each year. All of this will be as a result of an effective marketing strategy and a usable website. Take a moment to consider what a 40% increase in revenue would mean for your business, and it’s easily accessible as long as you’re able to develop a user-friendly website. 5. Easier to Manage Once you have a user-friendly website established, there will be the need to maintain and update it through the years to ensure your content stays fresh and remarkable when compared to other Irish dental practices. On the back end of the website, you won’t have to sort through an ample amount of messy code or spend hours trying to find the right blurb of content that needs to be re-evaluated. The more effective your website design is, the easier it will be for you and your website development team to manage and you can save up to 50% of your time. You won’t have to spend more money on changing outdated 77% of website owners coding, as you’ll essentially be working with modern methods that can easily be removed or enhanced to accentuate the best features of your site. are at risk of losing Over time, you may even get enough experience to where you will be able to clients due to poor manage the entire site on your own and so you’ll want the framework and user interfaces content architecture to be as simple to work with as possible.
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