today GNYDM 25 Nov

n Your website is the toast of town. With a beautiful design, before-and- aftergalleriesandgoodsearchengine rankings, it may even be the object of your competitors’ envy. But is it being seen by enough potential patients? And is it maximizing the conversion of the ones who do? Without directory listings and other sources of online visibility, the answer, most likely, is no. And with- out visibility, your website will not produce the return you’d hoped for. Choosing a directory: five simple steps Just like investing in stocks, the key to investing in Internet marketing is diversification. Data from eMarketer shows that consumers are two-thirds more likely to convert if they see a product or service more than one place online. In practical terms, this means if a potential patient sees your websiteandthenseesyousomewhere else, your chances of converting to a consultation increase significantly. Directory listings offered by patient-referral networks (Consumer Guide to Dentistry) are still among the best “somewhere elses” to invest in, potentially providing you with multiple opportunities to be found on the first page of the Google’s search results. But how do you choose a good directory? Here are five simple steps. 1) Search like a patient Start by searching for information about your specialty the same way a potential patient would. Look for information on procedures. “Cost” and “before-and-after pictures” are the highest converting search terms; when a potential patient wants to know the cost of a procedure and how it will look (i.e., before-and- after), he or she is closer to making a buying decision. So, if a directory does not appear on the first page of Google’s search results for search terms such as “dental implants cost” or “veneers before-and-after,” it’s probably not worth the investment. 2) Read the content Is the content credible and inform- ative? Will it teach your patients something? If not, it will not help you convert potential patients. After all, that’swhytheyclickedonthewebsite to begin with. An educational web- site ensures that prospective patients have the information they need to understand the dental procedures they’re interested in. In turn, it also ensures the dentist associated with it is viewed as an expert. As an additional benefit, people who are well-informed when they call your office are more likely to schedule an appointment and then a procedure. 3) Analyze the directory Is the contact information of the dentists listed easy to find? Is it com- pelling? If so, prospective patients are more likely to convert. A good directory should offer each practice listed a customized profile page that includes information on the practice, including the dentist(s) bios, infor- mation on the practice and staff, images and testimonials. Each profile should also contain direct links to thedentists’websiteandprominently displayed contact information, mak- ing it easy for patients to contact the practice. Directories that require prospective patients to fill out forms or click on multiple pages just to visit your website or obtain the practice phone number are an impediment that can reduce your ROI. The last piece of the puzzle is to determine if it is a good fit for your practice. The old adage “birds of a feather” certainly applies to directories, so pay close attention to the types of dentists who are allowed to be listed. The goal of a good directory is to connect potential patients directly to your practice. 4) Avoid long-term contracts It shouldn’t take more than four to six months to determine if a direc- tory is working for you, so there is no need to sign up for a long-term contract. Beware of directories that require them. You should see a 1:1 return, at a minimum. If a directory isn’t making the grade, discontinue! 5) Track performance Make sure the patient referral net- works you invest in provide mecha- nisms to track the performance of their directories. To assess the effec- tiveness of your listings, you need to have the ability to monitor visitors to your profile page and practice web- site as well as your email leads and phone call leads. Directories that fail to provide this tracking data are not worth your time and money, so look into this before you sign up. Dentists listed on quality educa- tional portals receive several ben- efits, including expanded branding opportunities for the practice, the prestige of being associated with quality information and other elite dentists and, most importantly, being found for 80 percent of the searches that you would otherwise miss. There are many useful Internet marketing tools at your disposal, but leveraging them for maximum ben- efit is another story. One thing is cer- tain: if you’re relying solely on your website to attract potential patients, you’re taking a big risk. The key, as ever, is diversification. exhibitors52 Greater New York Dental Meeting — Nov. 25, 2012 Directory assistance DENTSPLY Caulk announces the Aquasil Ultra Smart Wetting® Impression Material portfolio has expanded to include Aquasil Ultra Super Fast Set. Aquasil Ultra Super Fast Set material is available in all viscosities and pack- aged in a convenient two-cartridge 50 ml or DECA™ 380 ml refill. Aquasil Ultra Super Fast Set formula is optimized to offer an intraoral work time of 35 seconds and super fast mouth removal time of two minutes and 30 seconds. Aquasil Ultra Smart Wetting Material is indicated for all dental impression techniques. For more information, contact DENTSPLY Caulk at (800) LD-CAULK, visit www. aquasilultra.com or stop by the DENTSPLY Caulk booth, Nos. 1400/1600, here at the Greater New York Dental Meeting. Here at the GNYDM For more information on marketing your practice, stop by to have a talk with Ceatus Media Group in booth No. 4810. Internet marketing is like the stock market: To avoid risk, diversify 5 (Photo/Provided by Ceatus Media Group) AquAsil ultrA super FAst set 5 (Photo/Provided by DENTSPLY Caulk)