In today’s digital age, having a robust online presence is crucial for Ortho Marketing. This holds valid not just for orthodontists but for all doctors and businesses. Patients of all ages now turn to the internet to search for information about a business, even when they receive a referral from a friend. Therefore, orthodontists and other medical professionals must establish and maintain a solid online presence to effectively reach and engage with potential patients.
Speaking of referrals, according to a 2020 survey by Doctors.com, referrals have dropped by 44% since 2018. Instead, more people are looking to the convenience of digital resources online. People rely on online sources twice as much as traditional word of mouth.
Of course, word-of-mouth referrals are still golden, but now, those referrals tend to happen in the digital landscape. So, making it as easy for your community to find testimonials and reviews about you is essential.
By optimizing your web presence across multiple platforms, you can help them see how happy your patients have been with treatment. Otherwise, they may be less-than-impressed and head to your competitor’s website for a comparison that doesn’t show you in your best light.
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The New Word-of-Mouth: Online Testimonials
When prospective patients go online, they expect to find all the facts about your business within seconds. In particular, they want to see what your patients say about you in reviews and testimonials. And, if they don’t like what they see, the overwhelming majority will choose another provider.
Interestingly, online reviews seem particularly important for patients in the 60+ demographic. In this age range, 90% of patients will choose a new provider after seeing negative online ratings.
Notably, 88% of people of all ages will read the latest reviews of a preferred provider. Half of those people will then compare the reviews with other doctors to be sure.
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The Preferred Way to Choose Orthodontists
Today, people of all ages prefer to search the internet for dentists and orthodontists. However, as many as half have difficulty choosing a doctor due to insufficient online presence.
Now, this is where your practice can get a significant edge over the competition.
With an optimized omnichannel marketing approach, you can ensure people quickly get the message with the key facts they seek. No matter where they search online, they see a strong brand with a solid reputation and a seamless, cohesive message.
Rather than finding clutter and nonessential information, they find what they want quickly and efficiently through orthodontic SEO. Then, viewers get a sense your orthodontic practice has an excellent reputation and cares about its patients. According to the survey, it’s all part of the customer service experience, the number one factor driving patient loyalty.
Even in today’s digital environment, customer service remains the number one priority. However, service is now fully expected to be online as much as in person.
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Patients Expect Responsive Online Resources
Over the last year, patients have rapidly expected telemedicine options from orthodontists. Although virtual patient consultations were rare before the pandemic, they are now the norm.
Similarly, most people expect to find convenient online ways to communicate and book appointments. For example, they expect online chat and email, expecting a rapid response. Up to 75% of online customers expect a response within five minutes. By meeting expectations, you can drastically increase your odds of success.
As you meet patients’ expectations, you build trust and loyalty. If they get a positive, reliable experience, they are much more likely to choose you – and post a positive review for others.
Strong Online Presence, Seamless Customer Journey
According to Andrei Zimiles, CEO of Doctor.com, we entered a new era of health
care several years ago. Notably, this was pre-pandemic. Today, with the rapid rise of telemedicine, it is more accurate than ever.
”The fact that 81 percent of patients will read reviews about a provider, even after they’ve been referred, indicates that we’ve entered a truly consumerist era of healthcare. Patients depend on online sources of information more so than ever and are using all of the digital tools available to inform themselves and make healthcare decisions,” said Zimiles.“While it is paramount for healthcare organizations to provide quality care, they must also focus on building a strong online presence and a seamless customer journey. It’s what today’s patients expect.”
Your patients will have a seamless customer journey with a robust online presence. As always, improving patients’ experience is crucial to success.
Ortho Marketing is here to help ensure your practice has a solid online presence that stands out.
Our U.S.-based experts are internationally sought after, and they have two decades of experience helping orthodontists connect with more patients.
Click here to schedule your free marketing consultation. Or, contact us anytime at 914.788.1555.
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