Dr. Kyle Fagala and Kayla Hallen show how targeted dental marketing can build your practice’s reputation and attract new patients.
Dr. Kyle Fagala and Kayla Hallen offer strategies to attract new patients
When you think of practice management, what comes to mind? Is it team building? Billing? Marketing? If digital marketing isn’t at the top of your list, you’re falling behind. Every practice should center its practice management strategy around these 4 digital marketing tips to boost your new patient acquisition.
Budget for growth
Getting more new patients doesn’t come free. While you might be able to maintain your current new patient rates with a 3%-5% gross revenue budget, you’ll need to spend 7%-10% to start seeing growth.
Your budget makes the rest of your digital marketing strategy possible. The higher investment allows you to create a more robust plan including advanced SEO strategies, ads that help you compete for higher cost-per-click keywords, content creation, and more — all of which bring more patients through your doors.
Build a targeted paid ad strategy
Google and Meta (Facebook) ads are the standard for generating brand awareness and immediate lead generation across search and social media platforms. Both work differently for different purposes. Google search ads, for example, target users in the middle of an active search for orthodontic services, while Meta lead ads can help you get in front of a larger audience while capturing their information for future marketing purposes.
Google and Meta alike offer detailed targeting opportunities. Google allows you to target users by location, relevant keywords, user behavior, etc. Meta allows you to target specific demographics like age, area, and even interests. Using a mixed strategy of both Google and Meta ads can give you the highest chances of gathering leads at different points throughout their buying journey.
Prioritizing local SEO
Traditional search engine optimization strategies won’t work for local orthodontic practices. You don’t need to rank No. 1 in the country for “braces for teens,” and frankly, you never will. Instead, you need to turn your focus to Google’s local aspects, like the Google Maps Pack or your Google Business Profile.
Local SEO works to pair searchers’ service queries with responses that are nearest their physical location. You’re not competing with the entire internet, you’re competing with other local orthodontists in your area. So, to do that, you need to generate reviews, update your Google Business Profile regularly, and ensure that your name, address, and phone number are consistent across all online directories. You’ll also want to develop a local keyword strategy that reflects on all features of your website, including your blog, treatment pages, and more.
Engage patients on social media
When potential new patients (or their moms) research orthodontic practices in the modern era, they’re not just looking at your website; they’re looking at your entire digital footprint, and that usually means deep diving into your social media account.
That means your social media presence works very similarly to the home page on your website. Its job is to offer a snapshot of what you’re known for and what patients can expect when they visit your practice. Not having an account at all often seems fishy in this day and age. Having a well-curated presence can set you apart from your competition.
Post educational, informative, and engaging content that potential new patients will genuinely find helpful. Highlight your practice amenities and team members to show familiar faces and build rapport before they even step foot in your office.
Make marketing the focal point of your practice management
If you’re missing any of these key orthodontic marketing techniques, you could be missing out on qualified leads, consultation bookings, and new patients across the board. Start with your budget, and then build out a strategy from there. And if you need help, you know who to call.
Dental marketing scams can be stressful and time consuming. Cory Roletto, MBA, tells you what marketing tactics to avoid in this article, “Top five dental marketing scams,” here: https://orthopracticeus.com/top-five-dental-marketing-scams/
Dr. Kyle Fagala is a trusted authority and highly sought-after speaker in Orthodontics. As the owner of Saddle Creek Orthodontics and co-founder of Neon Canvas, a digital marketing agency, Dr. Fagala delivers exceptional patient care and offers invaluable strategies for practice growth. He hosts “The Digital Orthodontist: Live!” podcast, authored two children’s books, and is a Key Opinion Leader for 3M Oral Care. Dr. Fagala graduated from UT Memphis in 2013 with a master’s degree in Dental Science and teaches Development of Occlusion at the University of Tennessee Health Science Center. He lives in Germantown with his wife Anna, their four children, an Aussiedoodle named Sammie, and three peacocks: Jim, Pam, and Dwight.
Kayla Hallen has been a dedicated presence in the orthodontic industry since 2010, working in diverse settings from start-ups to multi-location practices. Her journey from scheduling and marketing to treatment coordination and office management gave her an insider’s understanding of the industry. Joining Neon Canvas in 2023 as Director of Client Development, she combines years of hands-on expertise with an empathetic approach, truly connecting with her clients and their teams. Kayla resides outside of Chicago in Lake Bluff, Illinois, with her husband Graham and their five young children.
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