Every year, I receive a few emails or calls from dentist-owners about their Yellow Pages representative offering them the back cover for $8,000 after decades of waiting. I politely explain that NO ONE uses the Yellow Pages anymore and that savvy advertisers moved on years ago – YIKES.
This got me thinking…it’d been a while since The Profitable Dentist Magazine conducted a survey on how prospective patients find a new dentist. We completed the research earlier this year and uncovered some interesting results.
In today’s digital age, the way people search for a new dentist has significantly evolved. Whether they are new to an area, dissatisfied with their current dentist, or need a specialized service, prospective patients follow a very consistent path in choosing their new dentist, whether for themselves or their families.
Key Findings
Perhaps the most striking discovery is that a staggering 89.7% of patients surveyed began their search online, primarily using Google, following a similar path before finally choosing a new dentist. Personal referrals were the first step for 7%, and all other forms, such as direct mail, print advertising, and community signage, made up the remainder. The Yellow Pages wasn’t even mentioned, a stark contrast to our 1997 survey, where it was the top source for 85% of respondents.
Beyond the Basic Search
When patients start their search for a new dentist, they do more than just type “dentist near me” into a search engine. They visit multiple practice websites, read reviews, and evaluate social media profiles. Here are the key factors patients consider:
Your website
First Impressions Matter: 89.7% of patient prospects start with your website. A well-designed, informative, and easy-to-navigate site with detailed information about services, the dentist’s credentials, office hours, and location is crucial. High-quality images, patient testimonials, and informative blog posts are especially motivating as they help prospective patients feel a connection with the practice.
Practice Personality: If your practice is family-focused, include staff images and videos that convey that atmosphere. If more cosmetic or implant-focused, highlight that. Deciding the practice’s personality helps attract the right patients.
If you emphasize “we take all insurance,” be prepared to connect primarily with patients looking for a price-based relationship.
Your Online Reviews
Decision Influence: Online reviews play a crucial role in decision-making. Patients read reviews on platforms like Google, Yelp, and Healthgrades to gauge others’ experiences. A high rating and positive feedback can instill confidence, while negative reviews can deter potential patients. Managing online reviews by encouraging satisfied patients to leave feedback and addressing negative reviews professionally is essential.
Statistics: 89% of prospects think reviews are more important than the school their dentist attended, and 82% say their choice of a new dentist is highly influenced by online reputation.
Social Media Presence
Social Proof: Once prospective patients check you out online and read a few reviews, they head to social media platforms like Facebook, Instagram, and Twitter to see what others say about your practice. Engaging content, such as before-and-after photos, patient stories, educational posts, and practice happenings, helps build trust and reinforces their positive opinion.
Social media platforms reward activity. Consistent posting is key. Share special offers, investments in technology, new staff, and everyday practice happenings. If you get new landscaping, paint the front door, or celebrate a staff member’s birthday, share a quick pic and post it.
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BONUS:
Search Engine Optimization (SEO)
SEO is critical for ensuring your dental practice appears high in search results, otherwise, your prospects may never see your website. A good SEO result takes time and involves optimizing your website with relevant keywords, obtaining backlinks from reputable sources, and maintaining accurate business listings across various online directories. A strong SEO strategy improves visibility and attracts more organic traffic. While DIY SEO may be tempting, it’s highly recommended to leave it to professionals.
Understanding and adapting to this evolving new patient journey is crucial for building a steady, predictable new patient flow for any practice. Being present in the right places, making the right impression for the exact patients you want to attract, and making it easy to connect and appoint are very different from the days when a big, expensive ad in the Yellow Pages was the primary means of getting noticed.
Equally important is being prepared when that patient prospect feels comfortable and confident enough to give your practice a try. Whether they reach out via phone, email, or an online booking system, make it easy to book an appointment, find your office, and be greeted with a smile. A seamless booking process and prompt, courteous responses set a positive tone for their first of many visits.
By understanding the modern patient’s journey and enhancing their online presence, dental practices can attract and retain a steady flow of patients in today’s competitive digital landscape.
