Three ways new patients will learn about your practice in 2013

by Glenn Lombardi

Since the advent of the Internet, more people are using the Web to search for local services in their respective areas. Have you ever asked a new patient how he or she heard about your practice? Many of your leads are probably coming from the Web.

This year, expect new patients to discover your services through three constantly evolving and important web-based platforms -- Facebook, mobile devices, and online reviews.

Facebook: increased referrals

With more than 900 million people actively using Facebook, it's safe to say that many of your patients are using social media in some aspect. In more recent years, Facebook has evolved from a social sharing site between friends and acquaintances, to a powerful resource that local businesses can use to participate in two-way dialogue with customers.

Facebook not only connects you with current patients, but it can also expose the practice to an exponential number of potential patients who are connected to the fans in your network. The average user has about 130 friends, some many more. This means if you get just 20 patients to "Like" your Facebook page, you are suddenly visible to 2,600 Facebook users. One great post could lead to thousands of people reading your message, visiting your website, and learning about your practice.

Mobile: improved availability

According to a survey by Morgan Stanley, 91% of people who own a mobile phone have it within arm's reach 24/7. Furthermore, Google's mobile website initiative, GoMo, projects that by 2013, mobile devices will overtake PCs as the No. 1 Web-access device in the world. For this reason, dentists must ensure that the current version of their practice website is optimized for smartphones and tablets in order to reach this rapidly growing demographic.

Your patients are using their mobile devices daily to access information at their fingertips. Click-to-call, instant mapping functions, and one-touch appointment requesting are just a few of the mobile-friendly features that put your on-the-move patients in contact with your practice on the fly. In addition, Google favors mobile websites, so you automatically gain the upper hand in the search results when a mobile user searches for your services. With a mobile-friendly website that is easy to use on smartphones and tablets, you will not only provide potential patients with the experience they're looking for, but you'll also be more likely to earn their calls, business, and recommendations.

Reviews: enhanced reputation

As online review sites gain more prominence on the Web, do not be surprised when many of your new patients tell you that they chose your practice based on your online reviews and ratings -- if the reviews are good, that is. This is because major consumer-driven directories and review sites -- including Google, Yelp, and Yahoo -- aggregate local reviews from your patients. This penetrates the search results.

As more patients use the Internet to share their positive and negative experiences with your practice, potential patients are reading these opinions before deciding whether or not to make an appointment with you. Help foster a positive online reputation that influences new patient appointments by continually monitoring the content being published about your practice on the Web, listing your practice in the major local directories, and encouraging reviews from your patients.

How will new patients discover your practice this year? For many, it will be the Internet that drives them to your office. Make sure your practice is taking advantage of some of the most influential online strategies available, including Facebook, mobile, and reviews. By doing this, you can expect a steady flow of new patients who found you on the Internet.

Glenn Lombardi is president of Officite, LLC, a provider of dental websites and Internet marketing strategies, including social media, search marketing, reputation management, and mobile websites. Officite has built thousands of websites that have generated more than a half million new patient appointment requests since 2002. For more information, visit www.officite.com or call (800) 908-2483.