Many times “marketing people” forget that the purpose of developing a website for a specialist like an orthodontist is to attract “SPECIALTY” procedures! Orthodontists are not buying websites to act as an online business card… you can get those for free these days. They are interested in purchasing a website for one reason and one reason only. To grow their practice and diversify with some direct to public or “Unattached Patients”. This helps to mitigate the continuous reduction in referrals from general dentists that are now doing some of the same procedures or corporate dental groups that are adopting an all-under-one roof model.
The problem for many orthodontists and dental specialists is that most of them entrust their website development and/or marketing strategy to companies or people that know very little about dentistry and even less in regards to orthodonticts. This is why all of the orthodontic websites look basically the same… Who you are, a bunch of services that you provide, and how to contact you. That’s about as sophisticated is it gets for most orthodontists as it pertains to their website. This is a huge problem because it does not address the main obstacle standing in your way from attracting large fee for service cases direct from the public. Commoditization. The real problem is that dentists that market their “Services” and “Procedures” have no answer for the inevitable general dentist, or corporate marketing group that advertises the same “Services” or “Procedures” at a lower price!
So the question and the key to developing an orthodontic website that is productive and lucrative is this… What can we market that will be impossible for a competitor to imitate or commoditize? The answer is simple, market your REAL PRODUCT. Your real product is your patients experiences, your clinical outcomes, and your expertise. We develop creative and compelling websites for orthodontists by adhering to a few critical areas and keys to success
Developing a website for an orthodontist requires specific knowledge and expertise in the field of orthodontics. There are 3 fundamental topics to cover during strategy development.
Clearly define exactly what kind of patients & cases we want to attract. Orthodontist marketing will usually focus around complex orthodontic cases, Invisalign® and traditional braces. Each practice has a different set of services and goals on how and why they want to grow their practice in that particular direction but the most important part is clearly identifying what types of cases we are going to target.
Collect or create all assets necessary to appeal to the intellectual and the emotional side of patients. We utilize videography, photography, & custom content to accurately portray the experience that patients will have at your practice, your history of excellent clinical results, and the stories of how you change your patients’ lives through dentistry.
Target the appropriate areas. People will inherently travel longer distances for treatments that are going to cost more money or treatments that are deemed as more complex. If you are only targeting your local area for complex ortho cases you are going to struggle because it will be hard to get enough search volume to consistently bring those patients into the practice. We must scale your reach to surrounding communities for these large procedures.
Want proof of our orthodontic success? Check out SouthShore Orthodontics’ website. Dr. Matt Ahrens has been generating more cases for Invisalign® and other orthodontic services since his website went live. Just a quick glance and you’ll see why patients trust SouthShore Orthodontics and view Dr. Ahrens as the orthodontic expert in his area.
We have been heavily involved in the dental specialty community for over 7 years. We have attended countless CE courses related to orthodontics, oral surgery, and complex dental cases. We work with over 400 specialists across the country and host a fully accredited continuing education course focused on helping specialists grow their practice and become more efficient. We have the bandwidth to help in a variety of different aspects of growing an orthodontic practice which allows us to fully customize a solution for our clinicians. Web Development & Digital Marketing, Staff Training, Case Acceptance, Referral Based Marketing, Traditional Media, Patient Seminars, Videography & Photography, Continuing Education, & More.
Simply put we have more experience, knowledge and expertise than any other company in the world as it pertains to advertising dental specialists. I guess you could say we are the “Specialists for the Specialists” in the world of marketing and consulting. In dentistry a patient would be better off coming to you for an advanced orthodontic case because that is something you do every day and you have an acute knowledge and training background in that area…, why wouldn’t you be better off hiring a company that markets ortho all day every day and also has an acute knowledge and training background in that field?