Digital media strategy

Transcription

1 Digital media strategy Todd R. Schoenbaum, DDS, FACD Assistant Clinical Professor, UCLA Assistant Director, UCLA CE Assistant Director, UCLA Center for Esthetic Dentistry

2 Disclosure: On previous occasions I have received honoraria and/or product from the following companies: - 3M ESPE - Henry Schein - Bisco - Nobel Biocare - Vident - Photomed - Astra I have received no outside support for today s program - MIS Den$stry Today - 4 part series Goal contacting your office The Right Patients... 37% of consumers use the internet at least once a month to find a LOCAL business 35% of consumers searched for their doctor on the internet

3 How do patients find a dentist on the internet? 1. Google 2. Review Sites 3. Social Media Search Engine Market share Organic Results (free) Google Places Google + Adwords Free Paid

4 Adwords - Pay per click - You set the budget - You set location where ads appear - You design the text Organic Results - Free - Good results require Search Engine Optimization (SEO) - Good keywords - Good inbound links - Longevity - Updated content - Relevant domain name Find out where you stand in the organic rankings You want to be on the first page of search results for relevant search terms. Top 10 is ideal. Keys to successful Google ranking: - Links to your page To increase your page ranking you need to have as many good links to your page as possible. Good links = dental societies, local organizations, colleagues, etc

5 Keys to successful Google ranking: - Links to your page To increase your page ranking you need to have as many good links to your page as possible. Good links = dental societies, local organizations, colleagues, etc Make sure every organization you belong to has a link to your page. Relevant inbound links Find other successful local businesses (high google rankings) then search google for link:ucla.edu Keys to successful Google ranking: - Keywords on Pages - Best used in a sentence - Best when original content - Don t use invisible text Good keywords: - Dentist, Dentistry, Dental, Dentists, etc. - Orange County, Laguna Beach, etc. - Cosmetic, esthetic, aesthetic, veneers, porcelain, implant, etc. Google Places for Businesses Listing (like a yellow pages listing) Go to To setup your Google Places account Not being here is like not being listed in the yellow pages

6 - Similar to facebook - Free - One listing per location - Add all your business info (hours, website, phone address, photos, etc) - connect with your patients What if you don t show up on the first page? Adwords - Pay per click - You set the budget - You set location where ads appear - You design the text

7 Important Settings for Dentists: Improving Google Results, action list: 1. Find out where you stand in search results 2. Increase the quantity and quality of keywords 3. Add links to all societies you belong to 4. Create Google Places account 5. Create Google + account 6. Consider Adwords for immediate results

8 32% of patients read reviews for doctors In one month, approximately 30% of the US population used Yelp Approximately 78% of the population trusts online reviews

9 Aren t upset patients are the ones most motivated to leave a review on a site like Yelp? What is Yelp? - a review site for consumers - allows 1-5 star ratings - allows comments - allows businesses to respond - a social media outlet What is Yelp? - a review site for consumers - allows 1-5 star ratings - allows comments - allows businesses to respond - a social media outlet Strategies for maintaining your Yelp reviews: - Claim your business - Add your business information (website, hours, pictures, etc.) - Encourage your patients to leave you reviews - Don t post fake reviews - Don t panic if you don t have 100% positive reviews - Consider adding a calm, professional response to negative reviews

10 Yelp has a filter system to eliminate fake reviews: - reviews that look suspicious will be removed But, there are mistakes: - some legitimate reviews will be removed - some illegitimate reviews will stay Reviews are more likely to get filtered out when:

11 Fix it yourself? What to do with a negative review: - publicly respond to the critique in a positive, upbeat and professional manner - respond via private message - ask a lot of other patients to review you on that site Improving your Yelp presence, action list: 1. Check your current reviews 2. Claim your business 3. Add information, photos, website, etc. 4. Encourage patients to review you 5. Consider responding to negative reviews

12 1.15 Billion users (as of March 2013) 50% log in per day 20 minutes spent per session Average number of friends = % of Californians use facebook How to sign up How to sign up

13 Then what? It s about sharing... - Send a friend (or fan) request to each of your patients after their visit - Send a friend (or fan) request to any business or colleague you work with - Add real photos and videos - Offer something of value information, oral hygiene tips, prizes, etc - Special offers for friends and family - Comment on your patients photos and statuses - Make it personal allow potential patients to get to know you - Dialogue, answer questions - Post a status message once or twice a week Make it shareable - Quality, not quantity. Dont post, just to post What to put on your page: Pictures - you, your staff, your family, happy patients, new technology - before and after photos (un-retracted views) - get a photo release if it shows the patient s face - tag people in the photos (it helps more people see them) Information - information about you and your staff - practice location, office hours, a map, services provided - a link to your practice website - schools attended, CE courses, annual meeting attendance, etc - new developments at your practice Facebook ads?

14 Facebook ads? - Can be highly targeted - Interests, location, age, gender - Can increase page likes - Provides advanced tracking information Questionable usefulness for a dental practice Improving your Facebook presence, action list: 1. Sign up for a business page 2. Add information, photos, website, etc. 3. Add patients to your friends 4. Engage in dialogue 5. Be cautious about over-selling Messages in 140 characters or less, sent to anyone who wants to follow you. 500 million users Sort of like texting to a huge group of followers all at once.

15 How to engage your audience on Twitter - Retweet (RT): repost others comments, and add to the discussion - Mention others in your posts (@toddschoenbaum) - Link back to your website from your twitter profile - Create a coherent profile on twitter, images, logos, header, etc - Choose a highly relevant username Social Media Action List: - Add keywords, testimonials and photos to your website - Recruit links to your website - Create your Google Places and Google + pages - Encourage your patients to give you reviews on Google and Yelp - Setup your facebook page - Consider purchasing ads on Google to rapidly increase your exposure - Assign someone to monitor and maintain your Social Media presence You must create your online reputation, or someone else will. Todd R. Schoenbaum, DDS, FACD Website: