If you’re a dentist, one of the simplest and most effective ways to gauge potential patients’ wishes is through the analysis of search trends. Because users’ search queries are unprompted – as opposed to results that you might get through a survey or questionnaire, for example – they reveal a great deal about what individuals are actually interested in. Rather than asking users what their preferences may be, search engines like Google, Yahoo! and Bing allow users to tell you what their preferences are. Though effective to a degree, polls and questionnaires can illicit incorrect information; for example, when a list or range of “potential” answers are provided from which to choose, it may prompt an answer that an individual otherwise would not have chosen. Search engines eliminate this element and as a result provide more accurate results.

So how does search engine analysis benefit the dental practitioner? It’s actually quite simple: a review of potential patients’ search queries allows a dentist to shape his or her practice around the needs and wishes of the “customer base.” Search engine queries can reveal seasonal changes in patient research (for example, do individuals look for information on porcelain veneers more during the summer or winter?) as well as the popularity, or at the very least awareness, of particular treatment options. If you do not offer teeth whitening at your practice but search data indicates it is being searched for at double the rate of dental crowns or veneers, it might be worthwhile to take a second look at that treatment to determine if it’s a worthwhile procedure to offer. Rather than guessing at the popularity of treatment options, search engines can provide real data.

What Can You Do with This Information?

Search engine data can be taken advantage of in several ways:

1. As discussed, dentists can tailor the procedures and treatments that they offer so that they are more in line with the wishes of their patients. In cases of elective cosmetic dentistry procedures, this information can be of particular benefit as cosmetic dentists, perhaps more so than reconstructive dentists or oral surgeons, have some degree of freedom when it comes to offering some treatments and not offering others.
2. Seasonal trends can dictate the cost of a procedure or the investment in materials required for particular treatments. If data indicates that porcelain veneers are historically searched for most just before summer and least after Christmas, then a dentist may choose to utilize this information to modify the cost of porcelain veneers depending on the time of year; perhaps offering incentives during “dry” months, for example.
3. Understanding search engine trends can allow a dentist to market effectively on the Internet. Search Engine Optimization is the practice of making a website relevant and topical through the use of copywriting and HTML coding so that it can be found “organically” on search engines such as Google and Yahoo! for applicable and appropriate search queries. By understanding exactly what is being searched for, individuals can tailor their websites around the needs of their potential patients.

Search Engine Trends – The Hard Data

So what does the data say and where can you look for additional information regarding search trends? There are several tools offered by Google that allow anyone to look into the popularity of a search query, both over time and regionally – locally or globally. Google Insights, Google Trends, and Google AdWords – all of which can be found through a simple Google search, of course – present data in an intuitive manner that allows for simple analysis. Though search engine queries do not necessarily represent patients seen or procedures performed, they do illustrate public awareness and popularity, both of which can be quite valuable for an entrepreneur, of which private dental practitioners are, looking to tailor a business plan.

We chose to look at three different treatment options to compare their popularity and analyze their search trends: veneers (alternatives being dental veneers and porcelain veneers), dental implants, and teeth whitening. A full analysis would best be performed by an actual dental practitioner or his or her head of marketing, should there be one. Nonetheless, the data we found is striking in that conclusions can quickly be reached through a simple overview of the data. In our exercise, we found that:

• Teeth whitening has double the volume of global monthly searches of both dental implants and veneers, with approximately 673,000 monthly queries. Veneers and dental implants on the other hand each receive roughly 301,000 searches per month.
• In the United States, the highest concentration of searches for these terms was in the states of Nevada, Florida, Mississippi, Kentucky and Georgia. The states that showed the least interest in these search terms included Maine, New Hampshire, Vermont, New Mexico and Montana.
• Though teeth whitening receives more search queries than either dental implants or veneers, its trending is less consistent, with large upwards and downwards spikes in popularity, both over time and seasonally. Dental implants and veneers on the other hand show a relatively steady state of popularity over time.

Make Knowledge Work for You

The English philosopher Francis Bacon proclaimed “all knowledge as his province,” a saying which came to be known popularly as knowledge is power. Knowledge of patients’ wishes gives doctors and dentists the power to more effectively satisfy their patients’ needs and desires. The question is, “How do I gain this knowledge of my patients’ wants? How do I know for sure what they are seeking?” Though there are several tools one might choose to employ to gather information on his or her patients’ preferences, including surveys, polls, questionnaires and one-on-one conversation, search engines provide perhaps the most intuitive and accurate look into the mind of a patient base. Dentists who take advantage of this information can reap its many benefits.

Article Source: DocShop.com

“Will King and his team at Einstein Dental helped me to develop an awesome website. They assisted me throughout the entire process. They treated me as if I was their only client. That’s how incredible their service was. My website dominated the Google search for my target neighborhood for dental implants, cosmetic dentistry, invisalign, crown, bridge, whitening, etc. Will King and his team have the right formula for enhancing any practice through their website designs.”

Eugene D. Stanislaus D.D.S.
Brooklyn Heights Dental
Brooklyn, NY

During my travels in 2009 and now in 2010, cosmetic dentists were (and continue to be) the number one medical group interested in video, and it wasn’t close. When you look into what they’re doing, it’s very easy to understand why. The quality of the video, the personalities of each practice, the fantastic video testimonials and doctor clips explaining each category, are just spot on for what patients are looking for.

What I like the most about each video we’ve done for Einstein clients in this industry, is the way each practice comes across with their own “unique” spin to the services dental patients are looking for.

For example, one Einstein Dental client in Minneapolis (www.henricksondental.com) focused on many of the usual topics, but when you look into the eyes of the doctors (through video), listen to what people say about them, and then understand that they have the latest technology to provide pretty much anything a patient would ever want without pain and in a timely fashion, why wouldn’t you go to them? It doesn’t hurt that they are a father/son team (that truly loves each other) and they obviously love what they do. I guess the point is, simple text could never pull that type of emotion and clarity out of a practice.

Compare that video website to any cosmetic dentist we’ve featured in New York (www.brooklynheightsdental.com or http://www.martinandwinklerdds.com/video), Ohio (www.stateoftheartsmiles.com) or Chicago (http://www.smilechicago.com/) and you can see sample after sample of cosmetic dentists who not only do great work, but “get it” when it comes to marketing themselves online. They are connecting with patients in ways they could have only dreamed about as recently as 5 years ago.

By the way, the last website I featured above (http://www.smilechicago.com/) is the best example I’ve seen to date when it comes to how an Einstein client leverages video in one player and throughout the site. It is nothing short of fabulous!

We love doing these shoots and producing these packages. I just finished a shoot up in the Bay area for Dr. Glenn McCormick. Wow, what a nice group. I tell ya, these dentists are doing it right, and we’re having a ball along the way! We’re off to Orlando and Michigan next week and we can’t wait!

Talk to ya next time,

Greg McKinney
Director
Einstein Video Network

This Einstein Webinar focuses on conversion techniques – how to make a lead into a long term, happy patient! You’ll learn:

- Rapport building skills. People buy from people they LIKE
- Automated systems. When a lead arrives, what happens in the first 2 minutes?
- Sales Skills. How to listen to and solve patient problems.
- Tribe Management. How to groom your database of patients and prospects
- Follow up. Getting referrals and leads from existing patients.

Take some time with your staff to learn these proven techniques to improve patient conversion, perfect systems and focus on selling more at the practice.

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Las Vegas, Nevada (PRWEB) May, 20 2009 – The appearance of a very convincing Albert Einstein impersonator caught more than a few people by surprise and created a lighthearted buzz appropriate for the tradeshow’s host city. Einstein Industries thought the sight of a spitting likeness of the Nobel Prize winning physicist would lead to photo requests so they brought their photographer and snapped shots of guests with the legendary thinker. Nearly 200 people took advantage of the chance to pose with the impersonator. “One lady chased us down an escalator to take a picture with our Einstein as we were leaving the convention hall,” said Allison Fierlit, photographer and video editor for Einstein Industries.

The ASAPS tradeshow comes during a period of rapid change and development at the company. In addition to a host of new online software applications that can be used in concert with Einstein Industries’ custom websites or DocShop physician profiles, a new ecommerce system has been introduced, which allows healthcare professionals to quickly sign up for a DocShop listing online. Another notable change is the introduction of a highly successful lead generation model within DocShop, which has already proven to be extremely efficient in generating targeted, definitive leads directly to DocShop clients.

Einstein Industries continues to refine and expand its product line and believes that innovation and unsurpassed experience remain among its strongest assets. “Now is precisely the time to focus on meaningful product improvement for the sake of our current and future clients,” said Robert Silkey, CEO of Einstein Industries. “When we pair this with one-on-one consulting we’re able to help our clients get the most from their Internet marketing strategy,” Silkey added.

About Einstein Industries: Einstein Industries, Inc., is a San Diego, California-based corporation.  In addition to operating DocShop.com, Einstein Industries builds and hosts customized websites for medical professionals and develops proprietary software for use in marketing healthcare practices.

Contact:

Delana Ricasa, Public Relations Representative
Einstein Industries, Inc.
www.einsteinindustries.com

Simply fill out the form below or call 866.392.7388.

For 30 days you can have a no strings attached trial of our new DocShop. You’ll have access to all these leads and can see for yourself the huge value proposition that this system can offer your practice.

The only thing you have to lose is PATIENTS.

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San Diego, California, March 31, 2009 — Three years after embarking on an overhaul of its popular DocShop website, Einstein Industries announced that the number of visitors to the website has doubled over the past 18 months. This is particularly impressive considering that, unlike many other online directories, DocShop focuses on achieving “organic” search engine positions – that is, Einstein Industries does not purchase sponsored positions on the major search engines, but rather trusts that the quality of its content will be rewarded with naturally high rankings.

This philosophy has paid tremendous dividends for both DocShop and consumers searching for reputable healthcare professionals on the Internet. As a result of careful market research, proprietary search engine optimization strategies, and the sheer quality and quantity of useful medical information contained within the site, DocShop can be found on the top pages of Google™, Yahoo!®, and MSN® under hundreds of thousands of keyword searches, including high-traffic root terms (such as “cosmetic surgery”), root-term-plus-location phrases (such as “LASIK Miami”), and long-tail search terms (terms that, individually, generate less general traffic but yield greater rates of conversion).

According to a 2004 study by iProspect, “Across the four search engines – Google™, Yahoo!®, MSN®, and AOL® – 60.5% [of users studied clicked on a natural (or “organic”…) search result, while 39.5% clicked on a paid search advertisement.” This reinforces the theory that Internet users tend to trust websites that rank organically above those that pay for their high position, which is ensured regardless of quality.

At present, the marketing and Internet technology professionals at Einstein Industries are continuing to test and refine DocShop in an effort to improve on the site’s already substantial conversion rates. Einstein Industries’ engineering team has created, and is continuing to develop and test, new, breakthrough technologies to augment currently available analytics tools. The company’s corps of search engine analysts is using “heat maps,” geo-targeting and other tools to better understand the behaviors and needs of online consumers based on geographic and other demographic information. The goal is to maintain the reputation of DocShop as the most relevant and user-friendly healthcare information resource and directory on the Internet.

Since its launch in the mid-1990s, DocShop has connected hundreds of thousands of people from throughout the world with the most trusted and experienced healthcare professionals in their local areas. For further information about DocShop, please visit www.docshop.com or contact Delana Ricasa, public relations representative for Einstein Industries, Inc.

About Einstein Industries:
Einstein Industries operates out of San Diego, California. In addition to providing consumers with medical information through DocShop, Einstein Industries builds and hosts customized websites and offers a variety of products and services for medical practices that wish to establish a greater online presence.

Contact:
Delana Ricasa, Public Relations
Einstein Industries, Inc.
www.einsteinindustries.com
866-392-7388

Call 866.392.7388 or complete the form below. An Einstein consultant specializing in your market will contact you ASAP.

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