Sally McKenzie on Websites.

by Larry Emmott on November 10, 2010

in Digital Marketing,Internet

Here is what Sally McKenzie had to say in her latest e-newsletter.

Certainly, in the last five years more and more practices have developed something of a website. They have the home page, maybe a few staff bios… but many practice websites are static. They get the www-dot-address, post a few things, and then seem to forget the site even exists. Consequently, current or prospective patients don’t have the opportunity to learn much about dental procedures that they are interested in, because beyond the very basics there is very little relevant content on the website. There’s virtually no contact between the patients and their dentists in between visits because the offices don’t maximize their websites to encourage ongoing communication. As a result, these offices are missing countless opportunities to build strong and productive relationships with current and future patients.

I agree. More and more dentists are getting a web site but very few are using them effectively. Dynamic content with patient interaction is far superior to the typical site which is often little more than an electronic brochure. As I see it there are three levels to dental office web site participation.

1: Barely There. This is the electronic brochure style. It is based on a template has no patient interaction and is probably out of date.

2: SEO Centric. These are site with a bit of pizzazz but it is all focused on new patients. Getting to the top of a search engine like Google is a constant and expensive battle.

3: Patient Centric. These are sights that encourage patient interaction and are focused as much on providing service to existing patients as they are on attracting new patients. This is where I believe web sites have the most value. Yet as Sally says, dentists rarely take advantage of it.

My favorite dental web sites vendor is TNT.

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