11.5.10 Issue #452 info@mckenziemgmt.com 1-877-777-6151 Forward This Newsletter

Get Fast, Relevant Content for Your Website Right Now
by Sally McKenzie CEO
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Online marketing and your practice website are the fastest, easiest, and most effective means of communicating with your patients. You can reach them day or night, holiday, workday, or weekend. And in the world of dental practice marketing there is nothing more effective than ongoing communication and education with both current and prospective patients.

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.

But let’s be real, who has time in a busy dental practice to write the material that would be important to patients? And even if someone has time, it takes a different type of skill to write web content that is both friendly and informative, isn’t too technical or graphic, is truly of interest to the patient, and will encourage them to pick up the phone and schedule an appointment.

This is where McKenzie Management comes in. I am very excited about a new product that is available to dental offices - patient relevant web content that you can post on your website or email directly to your patients. The best part, you can download and make the information available right now. We have developed 10 “What You Need to Know” articles on several different topics. These are geared specifically for patients and are designed to educate them on several important dental topics, including: Keeping Your Child’s Teeth Healthy, What You Need to Know; Do Your Teeth Bleed When You Brush, What You Need to Know; Professional Dental Cleaning, What You Need to Know; and many more.

You can purchase and immediately download the entire set of 10 and save money on the complete package, or peruse the topics and purchase only those that are of interest to you. But don’t stop there. Put this valuable information to work for your practice. Each article is in Microsoft Word format, so it can be tailored specifically for your office to include contact information, specific details about your care, and even a patient testimonial if you would like. Or each individual article can be run exactly as is and you don’t need to do a thing except email it to your patients and/or post to your website. I would even encourage you to take it one step further, print some copies on your letterhead and make a few articles available in your patient reception area. I guarantee that your patients will appreciate learning more about the importance of dental care and specific procedures available to them.

With 10 articles instantly available, you can create a library on your website, and once every four-to-six weeks email your patients an electronic newsletter from your practice featuring a different dental topic. Perhaps in January you send patients the article on Dental Insurance, What You Need to Know. In February, Chronic Illness is Related to Mouth and Germs, What You Need to Know. In March, Crowns and Onlays, What You Need to Know.

Each article will enlighten your patients. At about 650 words per topic, the pieces are designed to give patients enough information without having to read several text-heavy paragraphs. What’s more, there’s no dental jargon, just clear information that is easy to read and understand.

As you know, the website is the front door to your practice. It is a means of making yourself accessible to thousands of prospective patients who otherwise won’t even know you exist. But perhaps more importantly, with appropriate information and content, your website and online marketing are the easiest and most cost effective means of making you, your practice, and your dentistry relevant in the day-to-day lives of your current patients.

Interested in speaking to Sally about your practice concerns? Email her at sallymck@mckenziemgmt.com. Interested in having Sally speak to your dental society or study club? Click here.

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