Orthotown April 2021 - 65

by Phil Horton
Phil Horton is a senior search manager
at Sesame Communications, a Henry
Schein One company. Horton has extensive
experience in digital marketing, focusing
primarily on search engine optimization
and social media. Before joining Sesame,
he worked in public relations for a large
financial institution based in Seattle.
Outside the office, he spends most of his time on the golf course,
the softball field, or working around the house with his fiancée.

S

ince the advent of social media, its popularity has continued to grow astronomically.
According to We Are Social, a social-led marketing agency, in 2020 there were
3.8 billion active users across social media platforms. Nearly half of Earth's
population is actively using social media!
This shouldn't come as a surprise. Social media is primarily free to use and allows
users to send out massive amounts of information to friends, followers, fans, etc., from
the convenience of a phone or other internet-connected device.
Ease of use and ability to effectively communicate with customers en masse on social
platforms has left many businesses wondering if their website should even be a priority
anymore. But websites still play a crucial role in appealing to existing patients, while also
attracting new ones.
Keep reading to learn about the differences between social media platforms and a
website, why they are both important aspects of a practice's marketing strategy, and why it's
not time to neglect your website-even if your practice has a strong social media presence.

The customer funnel
To better understand how customers are affected
by online marketing, we need to follow the " customer
funnel " -in other words, how customers go from
starting their search for a new doctor to actually
making the call to set up an appointment.
According to Workshop Digital, an analytics-driven
marketing agency, 77% of people search for a new
health care provider using a search engine. The first
step in their journey will likely begin with a search
query such as " orthodontist near me " or " orthodontist
[+ city]. "

A practice without a website has a 0% chance of
showing up in the search results for either query. That
equates to already missing out on a chance to make
an impression on nearly 80% of all new patients.
Conversely, if a practice does have a result displaying
within the top of the same search results, the chances
of prospective patients clicking through to its website
are relatively high. If the prospect does indeed click
on the link, it provides the practice with a chance to
make a good first impression. That goes a long way
toward attracting a prospective patient versus losing
that person's business to a competitor.

orthotown.com \\ APRIL 2021

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3/24/21 3:38 PM



http://www.orthotown.com

Orthotown April 2021

Table of Contents for the Digital Edition of Orthotown April 2021

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Orthotown April 2021 - Cover3
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Orthotown April 2021 - Outsert_Medidenta_1
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