DentaltownUK August 2017 - 35

Moment
Truth'
Dental hygienists educate their patients
and help them move toward optimum health.
Your marketing should have the same philosophy. Marketing for numbers and hard selling
doesn't connect well with patient care. If you
always demonstrate a helpfulness philosophy
in your marketing and in your patient care,
the money should naturally follow.
The more preparation time spent creating
your marketing in line with your practice
personality will result in more genuine,
higher qualified enquiries.
From enquiry to consultation and treatment presentation, the objective should never
be to close a sale-it should always be to
begin a relationship!
Content marketing in the forms of blogs,
videos, podcasts, etc., will serve many purposes. It creates many benefits:
* It attracts patients who are typing
questions into Google.
* Video content, in particular, is
becoming the most-watched online
content, and Google rates that highly.
* Google also likes sites with updated
content, and those with a low 'bounce
rate', which refers to when users land
on a website but then leave it very
quickly instead of sticking around for
a while. Having interesting, valuable
content on your website keeps people
on it longer.

*

*
*

*

You provide a free, valuable service
of education; potential patients will
likely return to your website when
doing more research.
It provides you with useful content to
product and share on social media.
You can use content internally by
guiding your current and prospective
patients to specific content that could
help them get more information.
You will outshine any competitors by
providing free, helpful information.

An example of how content
marketing works (or doesn't)
Head to Google and type in the question 'Why do my gums bleed?'Then, click
on the top organically ranked UK dental
practice that appears. (Avoid dental trade
organisations, associations and US practices.)
It should provide a specific answer to the
question, and you shouldn't have to navigate
through copious amount of information to
get your answer.
You will very likely find getting a precise
answer from a dental practice is a challenge.
Very few practices are doing this type of
content marketing well. Can you see the
gap-and the opportunity that exists? ■

dentaltownuk.com \\ AUGUST 2017

35


http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK August 2017

Cover
On Dentaltown.com
Editorial with Mike Gow
Meet the Team
Howard Speaks: Drive-Thrus and Dentistry
Endodontic Reboot: Part One
Classified Listings
Brand Advertising
A United Voice
Adhesion in Primary Dentition Restorative Dentistry
Additive Dentistry
Zero Moment of Truth
Through the Keyhole
Message Boards: Re-treats question
Due Diligence—A Vendor's Perspective
Message Boards: Antibiotics after Surgical Extraction
Adding Value to the Patient Experience
Lifestyle
Poll: General Dentistry
CE Update
Students Section
Wishlist
DentaltownUK August 2017 - Cover
DentaltownUK August 2017 - Cover2
DentaltownUK August 2017 - 3
DentaltownUK August 2017 - 4
DentaltownUK August 2017 - On Dentaltown.com
DentaltownUK August 2017 - Editorial with Mike Gow
DentaltownUK August 2017 - 7
DentaltownUK August 2017 - Meet the Team
DentaltownUK August 2017 - 9
DentaltownUK August 2017 - Howard Speaks: Drive-Thrus and Dentistry
DentaltownUK August 2017 - 11
DentaltownUK August 2017 - Endodontic Reboot: Part One
DentaltownUK August 2017 - 13
DentaltownUK August 2017 - 14
DentaltownUK August 2017 - Classified Listings
DentaltownUK August 2017 - 16
DentaltownUK August 2017 - 17
DentaltownUK August 2017 - 18
DentaltownUK August 2017 - 19
DentaltownUK August 2017 - 20
DentaltownUK August 2017 - 21
DentaltownUK August 2017 - 22
DentaltownUK August 2017 - Brand Advertising
DentaltownUK August 2017 - 24
DentaltownUK August 2017 - A United Voice
DentaltownUK August 2017 - Adhesion in Primary Dentition Restorative Dentistry
DentaltownUK August 2017 - 27
DentaltownUK August 2017 - 28
DentaltownUK August 2017 - 29
DentaltownUK August 2017 - 30
DentaltownUK August 2017 - 31
DentaltownUK August 2017 - Additive Dentistry
DentaltownUK August 2017 - 33
DentaltownUK August 2017 - Zero Moment of Truth
DentaltownUK August 2017 - 35
DentaltownUK August 2017 - 36
DentaltownUK August 2017 - Through the Keyhole
DentaltownUK August 2017 - 38
DentaltownUK August 2017 - 39
DentaltownUK August 2017 - 40
DentaltownUK August 2017 - 41
DentaltownUK August 2017 - Message Boards: Re-treats question
DentaltownUK August 2017 - 43
DentaltownUK August 2017 - 44
DentaltownUK August 2017 - 45
DentaltownUK August 2017 - 46
DentaltownUK August 2017 - 47
DentaltownUK August 2017 - 48
DentaltownUK August 2017 - 49
DentaltownUK August 2017 - 50
DentaltownUK August 2017 - 51
DentaltownUK August 2017 - Due Diligence—A Vendor's Perspective
DentaltownUK August 2017 - 53
DentaltownUK August 2017 - 54
DentaltownUK August 2017 - 55
DentaltownUK August 2017 - Message Boards: Antibiotics after Surgical Extraction
DentaltownUK August 2017 - 57
DentaltownUK August 2017 - 58
DentaltownUK August 2017 - 59
DentaltownUK August 2017 - Adding Value to the Patient Experience
DentaltownUK August 2017 - 61
DentaltownUK August 2017 - Lifestyle
DentaltownUK August 2017 - 63
DentaltownUK August 2017 - 64
DentaltownUK August 2017 - 65
DentaltownUK August 2017 - 66
DentaltownUK August 2017 - 67
DentaltownUK August 2017 - 68
DentaltownUK August 2017 - 69
DentaltownUK August 2017 - 70
DentaltownUK August 2017 - 71
DentaltownUK August 2017 - 72
DentaltownUK August 2017 - 73
DentaltownUK August 2017 - Poll: General Dentistry
DentaltownUK August 2017 - 75
DentaltownUK August 2017 - CE Update
DentaltownUK August 2017 - 77
DentaltownUK August 2017 - Students Section
DentaltownUK August 2017 - 79
DentaltownUK August 2017 - 80
DentaltownUK August 2017 - 81
DentaltownUK August 2017 - 82
DentaltownUK August 2017 - 83
DentaltownUK August 2017 - 84
DentaltownUK August 2017 - 85
DentaltownUK August 2017 - 86
DentaltownUK August 2017 - 87
DentaltownUK August 2017 - Cover4
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