We have already seen how important the content on your website can be when patients are searching for a new dentist. As discussed in March, patients want to see online reviews, services provided and the number of years you’ve been practicing. However, another reason your website is so important is that it is the second most popular way patients like to learn about new technologies and procedures, only after in-office conversations.
With so many of your patients already looking at your practice’s website, take advantage of it by posting educational articles. Have you recently received new equipment? Share an update on your website to explain to patients what it is and how it will improve treatment during their appointments at your office. After all, nearly half of patients report not being aware of new technologies for better treatment. This can show potential or existing patients that your practice adapts to new technology and has the most effective equipment. 37% of patients agree length and complexity of treatment is a factor in accepting treatment. By demonstrating the ease with which you can complete treatments, it will draw more patients to your practice. Considering how much value is placed on time, patients will be more tempted to choose a practice that can deliver results in one visit versus having to attend multiple appointments. For example, doing a one-day crown instead of the traditional crowns, or using a digital scanner instead of impression material.
In addition to describing new technology, you can also outline the most common procedures. This creates a hub that patients can visit whenever they have questions about an upcoming procedure.
Another way to educate patients on your website, is by utilizing video. By incorporating videos into your website content, it makes articles more interesting to look at but can also aid in patient understanding, especially for visual learners. In fact, 23% of patients would like to learn about new technologies through educational videos. This saves a patient’s time as they can watch the video at any time of the day that is convenient for them, instead of needing to call you during business hours. It also saves your time as you may not have to explain procedures in person as often. Plus, with the advancement of smart phones, it is easier than ever to film your own high-quality video content, without necessarily needing to spend major amounts of money on video production services.
Finally, something to keep in mind when you’re writing articles and video scripts to educate your patients is to avoid medical jargon that patients will not understand. If you do not do this, it could have the opposite affect by confusing patients and causing them to be more worried about their upcoming dental procedures. Make sure you use language patients will comprehend and relate to and incorporate videos and images throughout to further their learning.
As seen in the print issue of Oral Health July/August 2020
*In late October and early November, 2019, Bramm Research, a third-party independent research consulting firm, conducted an online survey on behalf of Oral Health. Based on a sample of 1,000, the margin of error is +/- 3.2%.
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