One of the key attributes that can distinguish your dental marketing approach from other competitors is thought leadership. When patients search for a local dentist online, they are not only looking for credentials of competence, but also for authority and reputation of the dentist in the field.
Online searchers will look forward to educative and informative articles from the dentist, participation in seminars and conferences, membership of dental organizations and societies, commitment to continuing education and training, and involvement in community issues.
The dentist’s website content, blog or columns in reputed websites and journals, appearances or mentions in public events and media, testimonials from past and present patients, online ratings and reviews, and reputation over social media will further contribute to the dentist’s position as an industry thought leader.
When a dentist achieves credible thought leadership through multifarious activities and efforts in the field, it can encourage potential patients to choose them over other competent dental professionals in the area. Efforts to build thought leadership should be consistent and transparent, and without any overt attempt to engage in self-promotion.
Only a few dentists today are able to take out time to write an authoritative article about a new cutting edge dental technology or procedure, or create a white paper or eBook on a topic of current relevance to the patients or peers, engage with patients consistently by way of an online newsletter, blog, videos or webinars, and spend time over social media to address the queries and concerns of potential patients.
But a commitment to these efforts in thought leadership can reap sustainable dividends for their dental practice over time and help them create a dental brand. Offering innovative dental services such as tele-dental solutions, online and smartphone based dental advice, family dentistry management and real-time responsiveness is another way to create a differentiated dental brand and stay ahead of the competition.
The future market increasingly belongs to dentists who are willing to embrace latest dental methodologies, delivery systems and dental marketing techniques, while building thought leadership in the industry. They will attract the attention of discerning, well-informed and connected patients of today who look for the best in dental care.
About the Author
Naren Arulrajah is President and CEO of Ekwa Marketing, a complete Internet marketing company which focuses on SEO, social media, marketing education and the online reputations of dentists. With a team of 140+ full time marketers, www.ekwa.com helps dentists who know where they want to go get there by dominating their market and growing their business significantly year after year. If you have questions about marketing your practice online, call 855-598-3320 to speak one-on-one with Naren.
