Dental Implant Marketing: 4 Ways to Reach Your Ideal Patients
This post was originally published June 29th, 2016, and extensively updated February 8th, 2017.
Four Dental Implant Marketing Ideas You Can Implement Today
Dental implants are probably one of the biggest advances in dentistry in the past 75 years, but the truth is, many people who could benefit from them are not even aware they exist. Considering this fact, determining how to market dental implants successfully using online marketing may seem like a huge undertaking, but in reality, it offers the opportunity to reach a large number of people quickly and easily. The Pew Research Center reports that 87 percent of the adult population uses the internet.
In this post, we'll discuss some dental implant marketing ideas that you can use to start getting more high revenue patients right away.
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The average adult between the ages of 20 and 64 has three or more decayed or missing teeth.
While the study did not mention how many of those people seek treatment, it is still a startling fact considering the advanced technology available in the world of dentistry today. If even half of those individuals have not received treatment for whatever reason, it is still a large number of people that can be converted into patients.
With the aforementioned 87 percent of people using the internet, it only makes sense to use various forms of internet marketing to market dental implants. Social media encompasses a variety of platforms from Facebook and Twitter to Blogs and Pinterest pages. The Pew Research Center studied the use of social media and found that an average of 74 percent of the population between the ages of 18 and 65+ regularly use some type of social media. Taking these percentages of usage into consideration, social media is the logical way to market dental implants and reach the desired demographic.
1. Marketing Dental Implants to a Varied Audience
Now that you have the figures regarding social media use of the American population, you need to determine how large of a geographic radius to market dental implants to. While much of your local demographic data can be collected through online research, you can also use the demographics of your current patients to determine your target audience.
Assuming that your patient records are computerized, as is the case with most dental or medical practices today, you have the capability of generating reports based on the demographics of your current patients. You can generate reports that tell you the range of and mean age, the range and mean of the distance traveled to your office and even the number of years they have been your patient.
Using these figures, you can determine a radius around your practice to target and know what type of media you should use depending on the average age within that radius. While this may seem a bit tedious, a successful marketing plan depends on the research that goes into creating the plan.
Being able to put yourself in the shoes of your target patient (we call this a persona) takes some practice, but once you are able to do that, you have the ability to create social media posts and blog content that will catch the attention of everyone in your target audience.
How to Create Your Personas
The more time you can invest into creating your personas, the better you’ll be at targeting the right audience.
First you have to ask yourself the question: What kind of person would want dental implants? Off the top of my head, I can think of:
But there are definitely much more than that. And as you can see, the two examples I mentioned are very different types of people. One group is probably older, while the other could be young, suffering tooth loss from extreme sports or something similar. So instead of lumping them all into one, you’ll create several target personas and market to each one.
Here’s a great example of a complete buyer persona:
It includes lots of important demographic details like age, marital status, occupation, location. Most importantly, you’ll want to answer two questions about your target audience:
- What would they hope to achieve by getting dental implants? (A healthier mouth, for beauty, it’s easier to chew, people will stop asking what happened, etc.)
- What’s keeping them from getting dental implants? (Money, stigma, family, other reasons).
Then you can start creating content and advertising materials that highlight the benefits of dental implants for them, and minimize the barriers that keep them from becoming a patient.
2. Use Social Media to Market Dental Implants
Once you’ve started targeting your audience on with your blog content, it is time to determine which social media platforms to use. While much of digital marketing is trial and error, using a variety of social media platforms for your initial launch is always a good plan.
In any social media marketing plan, it is always good to start with three or four of the most commonly used social media platforms to launch your campaign. Facebook, Twitter, Google+ and Pinterest are a good place to start. Just make sure you don’t bite off more than you can chew. Having no social profile is better than having an empty one for your business.
Here are some tips to optimize your social media marketing:
- Automate your posts
It’s a good idea to use a social media management tool that allows you to schedule posts on a variety of media and also offers valuable reports you can use to determine which posts get the most attention, the best time to post on social media and even a more specific demographic of your audience. They’re also a huge time saver -- you can pre-schedule your posts for the day to go out at optimum times, then just walk away.
Here’s how it looks on one social media management tool, Buffer:
- Speak to your followers
Another important thing to take into consideration is what will get the attention or be of interest to your targeted demographic. Something that would catch the attention of someone in their 20s might be of no interest to someone in their 60s. So make sure what you share on social media speaks to the right personas.
But wait, who are your followers? Some of these will come in organically, others you’ll have to target. Actively seek out and follow your target audiences on social media, which will encourage them to follow you back.
- Promote your blog content
Drawing traffic back to your website should be a top goal of your social media marketing efforts. So make sure you promote every new blog post you write, and include attractive images, relevant hashtags, and other elements that encourage clicks.
Use your social media automation tool to make sure your blog post share goes out when most of your followers are online and engaging. For most platforms, you should share your content more than once to get the most attention. You can promote the same post on Twitter 4 or 5 times, and on Facebook 2 times, for example. For less busy platforms like Google+, one share is enough.
- Do more than just post
You also want to be sure you are monitoring your posts and watch for questions or comments and respond appropriately. This gives you the opportunity to build an interactive relationship with your followers and lets them know there is a real person behind the posts.
For businesses, including your dental office, social media has become a platform for customer service. Disgruntled patients may air their complaints there. It’s your job to respond and try to resolve the issue. Otherwise prospective patients will see the bad news.
Managing business social profiles can be difficult, but this strategy makes it a lot more effective.
- Test and adjust
Your social media automation tool provides you with tons of insights on what social posts resonate the most.
Within the first 30 days of launching your online marketing plan, you can start generating reports and use that information to create future posts based on what is popular, what time of the day your social media sites get the most traffic and the age group of those visiting your social media sites.
3. Use Your Blog to Gain More Dental Implant Patients
A blog is a great marketing tool for any business. Blogs give you the opportunity to position your practice as an expert resource in the area of dental implants. Whether you include your blog on your website or create a separate blog and link it to your website, it is an important part of a complete social media plan.
A blog gives you the chance to develop a relationship with current and future patients and offer them valuable information about dental implants and other dental procedures that you perform. A well written blog also offers you the chance to create unique, search engine friendly content that you can use to direct readers to your website.
What Kind of Content Should You Create?
Like I mentioned in the previous section, the content you create will all depend on the interests and pain points of your target audience. For example, one reason a lot of people don’t get dental implants is because they don’t know about the option. So a portion of your content should be educational and informative about the dental implant process.
It’s also important to remember that your blog isn’t all about blogging. Use it as a platform to promote a wide variety of content materials, such as:
- Informational videos
- Success stories
In another example of using your personas to brainstorm content , say one of your personas doesn’t opt for dental implants because of cost. You can create a detailed infographic of the various payment options available.
Here are a few more pointers to remember when using your blog to gain more dental implant patients:
- Include a call-to-action
With any blog, you want to be sure that you offer readers the opportunity to subscribe to your blog. Each time you post a new blog, they will get an email letting them know. If you use WordPress, this is easy enough to do by installing a plugin. It’s a great way to attract old traffic back to your blog and continue nurturing them.
You can also repurpose your blog posts as podcasts, and encourage subscriptions that way. It’s a strategy that works great on our blog:
- Be consistent
Once you start a blog, it is also important to keep posting consistently, so readers that follow your blog will stay engaged and look forward to your next blog. And nothing looks less professional than a blog that hasn’t been updated in 6 months.
If you blog consistently, subscribers are also more apt to share your blog with their friends and family, creating an even larger impact.
- Put a face to a name
It is also not a rule that all your blogs need to be about dental implants or dental procedures, it also gives you a chance to highlight your practice, your staff, and even patients with human interest based blogs. While a majority of them should be related to dental topics, an occasional blog about the community or upcoming holiday can offer a boost in traffic and more opportunity to increase your subscriber base.
4. Brainstorm Multiple Dental Implant Marketing Ideas & Test What Works
While many online marketing companies for dentists boast they have a magic formula to help market dental implants and direct potential patients to your practice, the truth is much of digital marketing strategy is determined by trial and error. By conducting the proper research before implementing a marketing plan, it can help eliminate some of the error, but it is typically not until a marketing plan is launched and running for a month or more that you see what is being shared, reposted, liked, and discussed.
Track Your Traffic Sources
Tracking the source of your new dental implant patients is nearly as important as the entire marketing plan itself. Once you have a better idea of what appeals to your target audience, you can use the data to fine-tune the areas that work.
If you sign up for Google Search Console, it will provide some details about your traffic sources: from social, search, or direct. You can also add UTM tracking to all of your links and get more details about where your traffic comes from.
See What Resonates
Using a social media management tool, you get solid data on what people like and what people are not as interested in. Once you determine who is interested in what you have to offer, it is important to retain their interest and offer them something of value in every post.
Take Advantage of Your Data
Once you have implemented your social media campaign and determined what works, you can start creating posts based on questions or comments you receive. These comments and questions can also be used as a blog topic. If you see a large number of questions about how long dental implants last for instance, write a blog about it, which provide your subscribers with the information they want to read.
Once you post the blog you also want to be sure you share it on your social media pages. Responding to what your current and potential patients want information about gives you the chance to share your expertise and helps your followers see that you are paying attention to what they have to say.
While there is a lot more to successfully marketing dental implants than just posting a few times a week on Facebook or Twitter, doing initial research and taking advantage of resources that are available can make it much easier than you think it may be. With the large amount of valuable information online as well as easy to use social media management tools, you can market dental implants for your practice like a pro.
If you decide to use the services of a dental online marketing company, doing initial research can also help you work with them to create a successful campaign. As long as you keep in mind that there is no magic potion that assures that your marketing plan will bring in 100 percent of your target audience, knowing your audience and what they are interested in can definitely increase the number of leads you receive that can be converted into new patients.
Do you currently have an internet marketing campaign running to market dental implants for your practice? We want to know what works for you, share your success story with us in the comment section below.