The Internet has been both a blessing and a curse for many dental practices. For those who don’t have a website or any online presence, it’s been a real struggle. These dental practices suddenly find themselves struggling to attract new patients online and on the other hand, their competition is gaining a much bigger market share. On the contrary, those practices with websites and a strong online presence across search engines, social media platforms, and doctor review sites find business better than ever.
Whether it’s a Blessing or curse, the main challenge for many practices is understanding the online landscape and seeing where to find growth opportunities.
Below, we will discuss five important ways your competition could be taking business from you online
1. Google Ads
Google Ads is a platform that enables advertisers to publish online ads that display when a visitor search for a specific term in Google. These ads are paid for on a per-click basis and can direct visitors to any page on your website.
What’s great about Google Ads, is that you have a great level of control over your budget, keywords, location targeting, and ads. Is your practice currently advertising on Google Ads? If not, you should be, because chances are your competitors already are.
2. Facebook Fan Page Targeting
Most practices think that having just a Facebook business page is enough without realizing the full potential of growth that Facebook offers. Facebook can be used to drive new patients to your practice and should be the main focus area for your marketing strategy. For example, did you know that you can show ads for your fan page to people who like your competitor’s fan page in your local area?
That means you can potentially steal patients from the fan pages of nearby competing practices and win them over. At the same time, your competitors can also do this to YOU that’s why it’s best to beat them to the punch by implementing this strategy first.
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3. Brand Jacking
Have you ever searched for a business in Google and other businesses with similar names show up in the search results? In some cases, some competitors will create content or ads around a competing practice’s name or brand to essentially intercept the user and send them to their websites. Even though this practice doesn’t work every time, it works often enough for it to be a common tactic used in online marketing.
The most effective way to protect yourself against competition benefiting from people searching for your brand is to optimize and promote all the related profiles about your practice so that when users search for your brand, you are the only practice that shows up.
Retargeting is an effective marketing tactic that allows advertisers to target past website visitors with tailored ads.
Smart practices are using retargeting ads because of the incredible ROI it generates compared to traditional display advertising. Some practices are seeing as much as a 5-10x return on their ad spending. The reason retargeting ads work so well is that you are advertising to users who already know about you but maybe weren’t ready to take action yet to call or book an appointment. The benefit is turning those previous website visitors into patients by bringing them back or showing them a different message.
The best way to know if your competitors are using a retargeting strategy is to visit their websites. Then, browse the web and see if you see any of their ads popping up. If you see their ads, they are retargeting you. This means that they are retargeting the prospective patients that could also be looking at your practice.
5. Doctor Profile Sites
Using doctors’ profile sites is a must. More often than not, patients use sites like Health Grades, Rated MDs, and Vitals to evaluate a practice prior to making an appointment. If your profiles are unclaimed or outdated, then you could be missing out on patients that end up going with your competitors instead. Try searching for your competitors’ names on each of these sites and see where they rank. If they rank at the top three spots within your local area, you have some work to do.
Increasing Your Online Presence and Beating Your Competition
Although the thought of your competitors taking patients from you with a stronger online presence and better marketing strategies isn’t an ideal one, being aware of this and doing nothing about it is even worse.
At Zivvy, we specialize in helping healthcare practices expand their online presence, manage their reputation, and grow their practice through strategic online marketing campaigns and consulting.
Contact us today to learn how we can help put your practice in a position where YOU are the ones your competition fears taking business away from THEM.