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Why Referral Based Practices Need Internet Marketing

It’s no surprise that many practices are utilizing internet marketing to gain exposure, but why would a referral-based practice need to take advantage of SEO and social media? With all the capabilities the Internet has to offer, patients are relying less on referrals and more on Internet search engines to find specialists. By researching local specialists online, patients are able to base their selections not only on referrals, but also on patient testimonials and practice philosophy. Keep reading to find out why Internet marketing is an essential tool for promoting your practice!

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  • New Patients: Internet marketing is a great way to gain new patients or secure a larger referral base. Patients referred by their general dentists are able to more quickly find you because of your high ranking on a Google search, research your practice, and register online.

    Remember that you are not only competing with other specialty practices, but with general dentists who offer specialty procedures and who market themselves online. Increasing your visibility online will promote the specialty.  Patients referred to other specialists find you because you rank higher on Google.

    This is extremely beneficial because the patient now has the opportunity to compare you to the specialist they were originally referred to. If that practice does not have a website or has a poorly designed site, then ultimately they may elect to see you.

  • Professionalism: Your website gives patients their first glimpse of your practice, and patients will automatically associate a professional, quality website with professional, quality care.
  • Patient Engagement: Social media is not only an important platform for promoting your brand, but it is a great way for you to engage with your followers online. This helps you maintain your fan base and encourage patient loyalty, which is just important as securing new patients. You also have the chance to convey your practice personality through your social media presence.

The result is­ more exposure to your community, your referring doctors and prospective patients. Referrals are no longer your only opportunity to attract patients to your practice. Internet marketing enables patients to make the informed decision to choose your practice based on their own research. PBHS can help you achieve higher rankings, quality content and increased social media involvement to establish the authority of your specialty and practice!

Contact PBHS at 800-840-5383 to find out more about how referral marketing and internet marketing can benefit your specialty practice!

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PBHS Selected as American College of Prosthodontists Exclusive Website Design Provider

acp-logoThe American College of Prosthodontists (ACP) has selected leading dental website provider, PBHS, as its preferred affinity program for website design for the association’s 3,800 members and affiliates. Effective immediately, this new relationship will provide a comprehensive offering of successful and affordable online marketing services, which help prosthodontists attract and retain patients.

PBHS is a privately owned company with offices in California and New York, and is the leading provider of marketing services for the dental and dental specialty communities. With over 6,000 clients and 36 years of experience working with dentists, the company helps build a strong and unique Internet presence through website development, search engine optimization, and social media services. PBHS also offers a complete line of branding and practice marketing services, including logo design, marketing collateral, targeted direct mail campaigns, and custom advertisements.

“The powerful combination of PBHS Website Design and the ACP, will directly enhance the practice growth and patient satisfaction of the ACP membership,” says Jay Levine, President of PBHS Inc. “PBHS can equip participating prosthodontists with a high impact, interactive website that pre-educates patients, promotes the practice, and facilitates treatment planning. Our goal is to help the membership better establish and promote the authority of the prosthodontic practice.“ PBHS website packages cover every procedure with detailed animations, time saving patient presentations, informational libraries and proven search engine results. PBHS also offers powerful enhancements such as secured online patient registration, secured messaging, collaboration, and search engine marketing services.

Ms. Nancy Deal Chandler, Executive Director of the American College of Prosthodontists and ACP Education Foundation, commented on the new endorsement. “After a careful evaluation of website and practice marketing companies, PBHS stood out above the rest. As an innovator in the field of dental website design, PBHS knows what it takes to create and promote a successful online presence for ACP members, and they offer quality, leading edge products and services at an excellent value. This is a strong, results oriented company with a track record of providing exceptional customer service. We are thrilled to offer them to our members.“

“We are honored to be selected by the ACP,” said Mr. Levine. “We understand the due diligence they performed before establishing this relationship and we appreciate the confidence they have placed in our organization.”

For ACP members seeking to engage and educate patients while establishing an identity in an ever-growing online market, PBHS representatives are standing by to help. ACP Members receive preferred pricing on new websites. To take advantage of this special, call 1-855-WEB-4ACP or visit http://www.PBHS.com/ACP.

About the ACP: The American College of Prosthodontists (ACP) is the official sponsoring organization for the specialty of prosthodontics, which is one of only nine recognized specialties of the American Dental Association. Founded in 1970, ACP is a not-for-profit organization dedicated to enhancing patient care, advancing the art and science of prosthodontics, promoting the specialty of prosthodontics to the public and other dentists and healthcare professionals, ensuring the quality of prosthodontic education and providing professional services to its membership. For more information visit http://www.GoToAPro.org.

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ADA News Highlights Multiple Benefits of PBHS Spanish-Translated Dental Websites

Last month, ADA News highlighted our recent announcement that all new PBHS websites now include Spanish translations at no additional cost. Recognizing the many benefits to both the practice and the patient, we have taken action over the past year, investing in professional Spanish translations for all of our semi-custom websites.

Spanish-Translated-WebsiteWhile it is well-known that there is no shortage of free online translators (Google Translate, etc) available to the public, those translations often fall short when it comes to thoroughly educating patients and potential patients about oral health matters, specific procedures and practice information. By contrast, PBHS’ professionally translated information provides Spanish-speakers with necessary information within a context that is better understood.

In addition to its educational benefits, a Spanish-translated dental website can also boost a practice’s marketing efforts, effectively increasing reach further within the same community. Furthermore, a bilingual dental website is seen as more relevant by search engines and thus may improve page ranking.

With a Spanish Dental Website, you can:

  • Educate more patients more effectively.

  • Increase marketing reach in your area by including Spanish-speakers.

  • Improve search engine page ranking.

Don’t miss out on the enhanced benefits provided by a bilingual website! Contact PBHS at 800-840-5383 to find out more about our bilingual websites.

*Current PBHS Clients: Please call for an estimate on having translations added to your existing website.

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Surprise! Social Media Now Drives 31% of Referral Traffic

­­­­­Your Facebook, Twitter, and Google+ pages are an online extension of your practice’s identity that show your practice’s personality and foster engagement from current and potential patients. Likes and comments are a great incentive that show you the results from the messages, videos and links that appear on active pages. What other ways can social media benefit your practice? You may be surprised to learn Shareaholic recently reported that social media referral traffic as increased from 22.71% in 2013 to 31.4%. This increase coincides with a steady downward progression of referrals from search engine traffic from sites like Google, Yahoo and Bing. Social media trends fluctuate throughout the year however it is clear that social media referrals are on an upward swing which is evident when reviewing website traffic from 2011 to 2014.

Social-Media-Traffic-Referrals-Report-2011-2014-graph

Image: Shareaholic

Reviewing the information from Shareaholic we can clearly see the market share of referral traffic from social media sites. Facebook surges ahead of the pack with 25% of all social media traffic. Their overall growth from Decemeber 2013 to December 2014 was 59.58%. Other sites show modest increases in traffic and, surprisingly, Twitter’s share decreased by 27% and Youtube’s share of referral traffic dropped 92.44% when compared to 2013.

How can dental and dental specialty practices take advantage of these changes and best drive social traffic to your website?

Support your SEO Campaign with an integrated social media marketing plan. Clear and concentrated marketing strategies dominate any serious online marketing campaign. Focus your social media plan on one that engages patients and builds a fan base with:

• Education on timely clinical matters
• Promotions and incentives
• Patient testimonials
• Entertaining facts and office events
• Short quotes from your blog posts – let your fans know what to expect they click on the link.

Share information at the optimal times – careful analysis of your Facebook Insights will give you perspective on when your fans are active and engaged and share links.

Increased social referrals increase your fan bas and a larger dental fan base creates a broadened sphere of influence for you to effectively market your practice. Remember that social media is your public relations platform, in effect, it maximizes word of mouth marketing and is often the first point of interaction for potential patients looking to learn more about your practice’s personality and online presence.

If you don’t have the time, experience or dedicated personnel, consider using PBHS, the endorsed ADA Business Resources Dental Website Design and Marketing Company, to implement an aggressive online marketing campaign for your practice. We can be reached at http://www.pbhs.com or 1-800-840-5383.

Is Your Website Mobile-Friendly?

As we start the new year, we are seeing a lot of technological changes that will be enforced in 2015.  One of the most important updates, mandated by Google, is the requirement of mobile-oriented website design. Specifically, Google has announced that they are now marking whether or not websites are mobile friendly in mobile search results. They have also announced that mobile friendliness will start to affect how a website ranks within these results.

To see if your website is mobile-friendly, Google has provided an online diagnostic tool: https://www.google.com/webmasters/tools/mobile-friendly/

Google has stated that of the two mobile-friendly options, a separate mobile website or a mobile responsive design, they prefer the mobile responsive design.

At PBHS, all of our new websites have been built using responsive design so that they will resize and adjust to the viewer’s screen. This capability includes converting the navigation menu into buttons, an integrated call feature, and resizing the content for easier reading on a small screen.

See the examples below:

The website below (an older, non-responsive website) is poorly viewable on a small screen mobile device. It would take a lot of inconvenient pinching and zooming to read the content on the page.

By contrast, the responsive website seen below will respond and adjust to the screen size that the viewer is using whether it is a desktop computer, mobile phone or tablet. As you can see, the website will automatically convert to a button menu and call button for the convenience of the user. No zooming in, pinching or moving around required!

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Google rewards websites that use new technologies which will help your SEO by bringing your website up on mobile searches. It is projected that searches on mobile devices will surpass desktop usage in 2015 so it is important to address your website visibility now.

This is great opportunity to redesign your website to make it more user friendly and modern.

For more information on what you need to do to keep ahead of the curve, contact PBHS at 800-840-5383.

PBHS is a Proud Contributor to Newly Released ADA Practical Guide to Internet Marketing

Newly released, The ADA Practical Guide to Internet Marketing offers tips for spreading the word about your practice on the Internet. PBHS is honored to have contributed to the book, sharing our expertise in chapter two: “Putting It Together: The Building Blocks of Internet Marketing”.

5861In this section, a series of guides and questions walk you through the basic roadmap of modern Internet marketing for dental practices.

PBHS’ Chapter Highlights Include:

  • Branding – PBHS stresses the importance of having a consistent brand for effective marketing and better recognition in your local community.
  • Choosing a Website Designer – While you may be tempted to go it alone, don’t forget to figure in the cost of your time and your level of expertise when making critical website decisions. Good content takes time to create, and basic computer or HTML skills are not enough to develop a SEO-friendly website on your own. Find out what a professional website company can do for your practice’s long-term growth.
  • SEO – Get started by learning the first steps of SEO, including how to claim your Google+ page, making sure your directory listings are consistent, updating your content frequently, and measuring success with analytics.
  • Social Media – No longer considered “optional”, social media is an important marketing and PR tool for all businesses and dental practices. Learn the dos and don’ts of social marketing content, and which channels you need to be on.
  • Pay-Per-Click – In competitive markets, pay-per-click advertising can give you a lift in search results while your organic SEO campaign matures. Learn when you can do it yourself, and when to call in the pros!

The book is available in print and E-book format in the ADA’s Product Catalog.

Don’t miss out! Find out:

  • Why you should think like a patient
  • When to hire a professional SEO consultant
  • How Facebook can turn 500 fans into an audience of 65,000 people!
  • The basics of AdWords
  • About “The 3 Es of Social Marketing” (Education, Engagement and Entertainment)
  • And more!

Building Your Brand with Precision – ADA New Dentist News Highlights Tips for Managing Your Marketing Firm

In the latest issue of ADA New Dentist News, PBHS client Dr. Ash Vasanthan offers important advice for other dental professionals who are just getting started with the building or re-building of their brand.

Dr.-Ash-Vasanthan-267x300Over the last year, Dr. Vasanthan has worked closely with PBHS professionals in several of its departments, including graphic and website design, to build a brand that he is proud of.

From carefully choosing a marketing firm that can help your practice grow to developing a good working relationship with that firm, Dr. Vasanthan covers the most important aspects of brand development that dental health professionals must consider to remain relevant in today’s digital world.

Highlights from the interview include:

  • The importance of integrating your brand across the board to get your logo noticed by potential patients! Everything from your stationery to your website and even your coffee mugs can be effective vehicles for your brand.
  • Special budgeting concerns and solutions for newly graduated dentists.
  • Why it’s essential to have your website ready to go when starting up a new practice.
  • Incorporating technology that will help make your patients’ lives easier (like online registration forms) in your website design.
  • Staying involved and being a part of the process, through the whole process.

The full article can be read here on page 3: http://www.ada.org/~/media/ADA/Publications/Files/NDN_final_2014Oct.ashx

At PBHS, we work with the ADA to keep our clients up-to-date in terms of technological advancements for the modern dental practice. Visit www.pbhs.com or call 800-840-5383 for more information on PBHS dental marketing services.

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PBHS Client’s 80/20 Marketing Strategy – Highlighted by ADA New Dentist News

In the latest issue of ADA New Dentist News, PBHS client Dr. Ricky Farmer illustrates how dental marketing has changed over the years. While Dr. Farmer still uses traditional marketing efforts such as newspapers and community events to target his potential patient base, those methods make up just 20% of his overall marketing strategy.

Farmer 2The days when a dental practice could limit their advertising structure to phonebooks and billboards are gone. Dr. Farmer points out that patients now “expect immediate results and answers,” a benefit not afforded by print media sources.

Accordingly, Dr. Farmer, like many other successful dental practices, now relies heavily on an online presence to get the word out about his practice, brand and services. A longtime PBHS client, Dr. Farmer updates his website regularly and maintains an active voice on social media to connect with both current and potential patients.

Get the details on how Dr. Farmer, with the help of PBHS dental marketing services, makes online marketing work for his practice!  The full article can be accessed in October’s ADA New Dentist News.

PBHS is proud to work with the American Dental Association, committed to helping our clients keep up with the latest advancements in technology as it relates to the world of dentistry. Visit www.pbhs.com or call us today at 1-800-840-5383 to get started!

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ADA News Interviews PBHS Dental Marketing Client

We are excited to announce that this month, ADA News interviewed one of our PBHS dental marketing clients, Dr. Ricky Farmer of Somerset, KY. Dr. Farmer, who specializes in cosmetic and general family dentistry, describes why ‘Every dentist should have an Internet presence’.

Dr. FarmerDr. Farmer has been in practice for 11 years, and has witnessed firsthand the many changes that technology has brought to the world of small business advertising.  Dentists, dental specialists and other small business owners have come to realize over the past decade that managing a brand online is not only essential, it is also a bit more complex than it was during the days of Yellow Pages ads.

PBHS takes the guesswork out of modern online marketing, allowing clients to do the work that is truly important to them and their patients.  Dr. Farmer states “I have the luxury of practicing the art of dentistry while the experts are doing outstanding work on our social media platform.”  In addition, an important benefit of online marketing is the integrated monitoring of Return on Investment (ROI).  For example, a paid advertisement on the Internet comes with the tracking and measurement of leads and conversions, a benefit not necessarily afforded by traditional marketing formats.

And an online business presence doesn’t just mean furthering brand identification.  Dr. Farmer points out that a modern Internet presence has allowed his practice to educate patients in a much more efficient manner than ever before, which is a top priority.

PBHS continues to work with the American Dental Association, helping our clients keep up with the latest advancements in technology as it relates to the world of dentistry.

To read the full article with Dr. Farmer visit:  http://www.ada.org/en/publications/ada-news/2014-archive/august-2014/qanda_every-dentist-should-have-an-internet-presence

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How To Measure the Effectiveness of Your Online Marketing Efforts

Practices hear everyday how important it is to be involved in Internet Marketing.

Search Engine Optimization and Social Media are becoming standard building blocks for effective dental marketing, but how do you know if they are really working?

Here are some simple tips to see if your Internet marketing is doing its job.

Are you approaching internet marketing correctly? Learn more from the experts at PBHS!

Search Engine Optimization and your Website.

It used to be that typing a keyword into Google would be enough to see if your campaign was working, but with more advanced algorithms and personalized search results, users do not see the same results and this is no longer an effective way to gauge your efforts. Instead, here are some metrics you can look at to see if your campaigns are truly driving more, high quality search traffic to your site. Make sure you have Google Analytics or similar tracking software on your site to view these numbers.

Traffic Increase – Is traffic to the website, particularly search engine traffic, growing slowly over time? If a website is plateauing or losing traffic, it might be time to change marketing tactics. However, it can take search engines several months to fully index a website and register changes, so be patient.

Bounce Rate – A bounce rate refers to the amount of users who land on your website and then leave right away. This could be someone who found what they were looking for immediately, such as a phone number, or someone who didn’t find what they were looking for at all. A normal “Bounce Rate” is between 40-60%. If the bounce rate goes above 60%, you may want to consider a redesign of your website or adjust how you are marketing your practice to potential clients.

Time on Site – The average time on site for a user is 2-3 minutes. If the average time dips below 2 minutes, it can be an indication that a website is not engaging users.

Visitor Location – Check to see where your traffic is coming from. If a large amount of traffic is coming from outside states or countries, this can indicate poorly targeted marketing.

Are you approaching internet marketing correctly? Learn more from the experts at PBHS!

Social Media Engagement:

The key to an effective Social Media Campaign is engagement.  The more engaged users are following you, the more likely they are to think of your practice when they are in need of your services.

Facebook offers easy ways to track user engagement across your page, as well as on individual posts through its “Insights” platform.

Page Likes – How many users have “Liked” your business page? The higher the number of “Likes” is on a page, the larger your reach is; the more fans you have, the more likely it is that people will see your posts.  Someone who has “Liked” your page is also referred to as a “Fan”. A high number of likes establishes the professionalism of your page by reinforcing the fact that many people support your page.

Post Reach – Reach shows how many individuals have seen your post.  This includes users who have “Liked” your page and the friends who saw your post appear in their feed because their friends liked it.  The more users engage with a post, the higher the reach will be.  Facebook will reward engaging posts by showing them more frequently on user feeds.

Engagement – Engagement includes actions such as Liking a post, clicking on a post, commenting on a post, and sharing a post.  The higher the engagement, the more involved users are in your campaign and the more frequent Facebook displays your post.  Paying attention to what type of post and timing creates the highest engagement will help increase the effectiveness of the campaign. Know your audience and interact with them when they’re viewing your page. All of this information can be viewed in your Insights in the Posts section.

People – This will tell your demographics for your Page Fans.  Having 1000 fans doesn’t mean you have an effective campaign if all those fans are in Russia and would never become patients.  Beware of paid “Like” campaigns as they can generate low quality fans.  A quality social campaign will consist mostly of users from your targeted market and in your geographical area.

Remember, the most important part of Internet Marketing is making sure that it is working for you and bringing patients to your practice. Staying on top of these key indicators will help to ensure that your marketing dollars are being well spent.

For more information on how to make the most out of your Internet Marketing, contact PBHS at 800-840-5383.

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