4 Tips to Better Dental Implant Marketing
by Tyson Downs
*This post was originally published June 29th, 2016, and extensively updated October 30th, 2019.
The introduction of dental implants marked one of the biggest advances in the history of dentistry. What may surprise you is that many of the people who could benefit from dental implants are not aware that they exist. That means there’s a huge untapped market of patients that you can reach if you handle your dental implant marketing properly.
Just how big is the potential audience for dental implants? The American College of Prosthodontists estimates that there are 120 million Americans who are missing at least one tooth, and about 36 million who have no teeth.
At Titan Web Agency, we work with dentists to help them get more cases that they want to do more of. One of the questions we get asked frequently is:
What are the best ways to approach dental implants marketing?
That’s an important question to ask, considering how big the market is. Even though the audience for dental implants consists mostly of older people, online marketing is still one of the best ways to reach them. The Pew Research Center estimates that 90% of adults in the United States use the internet.
In other words, it makes sense to use online marketing to reach patients who might be interested in dental implants. In this post, we'll discuss some dental implants marketing ideas that you can use to start getting more high revenue patients right away.
After reading this post, if you need more ideas to market your practice, be sure to read the post:
77 Creative Dental Marketing Ideas to Attract New Patients
Listen to this blog post:
Market Dental Implants to the Right Audience
Now that you have the figures regarding social media use in the United States, you need to find your audience. A big part of that is narrowing your geographic area.
While much of your local demographic data can be collected through online research, you can also use the demographics of your current patients to determine your target audience.
Assuming that your patient records are computerized, as is the case with most dental or medical practices today, you have the capability of generating reports based on the demographics of your current patients.
You can generate reports that tell you:
Using these figures, you can determine a radius around your practice to target. You can also determine the best type of marketing to reach the average age within that radius. This part of marketing can seem a bit tedious, but it’s necessary to create the best dental implants marketing strategy.
Being able to put yourself in the shoes of your target patient---we call this a persona, we talk more about persona's in the blog post:
This takes some practice (putting yourself in your target patients' shoes), but once you’re able to do that, you have the ability to create social media posts and blog content that will catch the attention of everyone in your target audience and truly resonate with them.
Using Personas for Dental Implants Marketing
Let's face it, creating the best dental implant advertisement isn't going to be easy. There are a few things you need to do PRIOR to creating your dental implant ad. The first thing is creating a persona. A patient persona tells you EXACTLY who your ideal patient is.
The more time you can invest into creating your personas, the better you’ll be at targeting the right audience.
Start by asking yourself this question:
What kind of person would want dental implants?
Off the top of my head, I can think of:
These are just three examples but there are many others.
As you can see, the examples I mentioned are three very different groups of people. The first group is older, the second could include people of any age, and the third group is likely to be young and active. Instead of lumping them all into one, you’ll create several target personas and market to each one.
Here’s a great example of a complete buyer persona:
It includes lots of important demographic details like age, marital status, occupation, and location. Most importantly, you’ll want to answer two questions about your target audience:
Then you can start creating content and advertising materials that highlight the benefits of dental implants for them and minimize the barriers that keep them from becoming a patient.
Use Social Media for Dental Implants Marketing
Once you’ve started targeting your audience, it’s time to determine which social media platforms to use. While much of digital marketing is trial and error, using a variety of social media platforms for your initial launch is always a good plan.
In any social media marketing plan, it’s always good to start with three or four of the most commonly used social media platforms to launch your campaign. Facebook, Twitter, Instagram, and Pinterest are good places to start. Just make sure you don’t bite off more than you can chew. Having no social profile is better than having an empty one for your business.
Here are some tips to optimize your social media marketing:
Automate your posts
It’s a good idea to use a social media management tool that allows you to schedule posts on a variety of media and also offers valuable reports you can use to determine:
They’re also a huge time saver—you can pre-schedule your posts for the day to go out at optimum times, then just walk away. Here’s how it looks on one social media management tool, Buffer:
Speak to your followers
Another important thing to take into consideration is what will be of interest to your targeted demographic. What’s going to capture their attention?
Something that would catch the attention of someone in their 20s might be of no interest to someone in their 60s. So, make sure what you share on social media speaks to the persona you’re targeting.
But wait, who are your followers? Some of these will come in organically, others you’ll have to target. Actively seek out and follow your target audiences on social media, which will encourage them to follow you back.
Promote your blog content
Drawing traffic back to your website should be a top goal of your social media marketing efforts. So, make sure you promote every new blog post you write, and include attractive images, relevant hashtags, and other elements that encourage clicks.
You can use social media tools (we like Hootsuite) to make sure your blog posts are shared when most of your followers are online and engaging with new content. For most platforms, you should share your content more than once to get the most attention. You can promote the same post on Twitter 4 or 5 times (because the half-life of a Tweet is so short), and on Facebook and Instagram a couple of times, for example. For less busy platforms such as Pinterest, one share should be adequate.
Do more than just post
You also want to be sure you’re monitoring your posts. When someone asks a question or leaves a comment, you’ll need to respond appropriately. This gives you the opportunity to build an interactive relationship with your followers and lets them know there is a real person behind the posts.
For businesses, including your dental office, social media has become a platform for customer service. Disgruntled patients may air their complaints there. It’s your job to respond and try to resolve the issue. Otherwise prospective patients will see the bad news.
Managing business social profiles can be difficult, but this strategy makes it a lot more effective.
Test and adjust
Your social media automation tool provides you with tons of insights on what social posts resonate the most.
Within the first 30 days of launching your online marketing plan, you can start generating reports and use that information to create future posts based on what is popular, what time of the day your social media sites get the most traffic, and the age group of those visiting your social media sites.
Blog About Dental Implants
A blog is a great marketing tool for any business. 55% of marketers say that blogging is their top inbound marketing strategy, and blogs are the 5th most trusted source of information online.
Blogs give you the opportunity to position your practice as an expert resource in the area of dental implants. Your blog should be easy to access; make sure that there’s a link to it on your home page.
Blogging regularly gives you the chance to develop a relationship with current and future patients and offer them valuable information about dental implants and other dental procedures that you perform. A well written blog also offers you the chance to create unique, search engine friendly content that you can use to direct readers to your dental practice's website.
What kind of content should you create?
As I mentioned in the previous section, the content you create will depend on the interests and pain points of your target audience. For example, one reason a lot of people don’t get dental implants is because they don’t know about the option. So, a portion of your content should be educational and informative about the dental implant process.
It’s also important to remember that your blog isn’t all about blogging. Use it as a platform to promote a wide variety of content , such as:
Your personas can be helpful in creating blog content. For example, say that one of your personas doesn’t opt for dental implants because of cost. You can create a detailed infographic of the various payment options available.
Here are a few more pointers to remember when using your blog to gain more dental implant patients:
Include a call-to-action
With any blog, you want to be sure that you offer readers the opportunity to subscribe to your blog. Each time you post a new blog, they will get an email letting them know. If you use WordPress, this is easy enough to do by installing a plugin. It’s a great way to attract old traffic back to your blog and continue nurturing them.
You can also repurpose your blog posts as podcasts and encourage subscriptions that way. It’s a strategy that works great on our blog.
Once you start a blog, it is important to keep posting consistently, so readers who follow your blog will stay engaged and look forward to your next blog. Nothing looks less professional than a blog that hasn’t been updated in 6 months.
If you blog consistently, subscribers are also more apt to share your blog with their friends and family, creating an even larger impact.
Put a face to a name
It’s also not a rule that all your blogs need to be about dental implants or dental procedures. You can use it to highlight your practice, introduce your staff, and feature patients in human-interest-based blogs. While most blog posts should be related to dental topics, an occasional blog about the community or upcoming holiday can offer a boost in traffic and more opportunities to increase your subscriber base.
Google Ads PPC
Our fourth recommended strategy for dental implants marketing is running a dental implants ad on Google. PPC ads are very useful for getting your practice in front of new patients. They’re most successful when they focus on a single service or promotion.
As of 2018, businesses earned an average of $2 for every $1 they spent on Google PPC ads. Advertising dental implants can earn you a good return on your investment if you do it properly. That means:
To build a successful PPC ad for dental implants, you’ll need:
Your landing page should use the same wording as your ad: something that gives people who click that “I came to the right place” feeling. Make sure to use your top keywords and keep the focus on dental implants. Every service you offer should have a separate landing page.
Finally, make sure that your landing page has a call-to-action (for example, a link to schedule an appointment) that’s above the fold – meaning that readers don’t need to scroll to find it. You may want to include multiple calls to action. That’s a great idea, provided that one is at the top of the page.
Direct Mail Dental Implant Marketing
We focus on online marketing for a reason, but that doesn’t mean that offline marketing isn’t important or useful. In fact, I strongly recommend using direct mail marketing to let people in your target area know about the benefits of dental implants.
As of 2018, the direct mail response rate for marketing lists was 4.9%, making it more impactful than email marketing. There’s something about receiving a piece of mail that captures attention and makes it difficult to ignore what’s being offered.
Of course, you’ve got to use the correct strategy if you want to reap the rewards of direct mail dental implants marketing. Here are some pointers:
Direct mailers can help you reach potential dental implant patients in their homes, where they’ll have time to consider your offer and make an informed decision about whether dental implants are right for them.
Brainstorm and Test Dental Implants Marketing Ideas
While many online marketing companies for dentists boast that they have a magic formula to help market dental implants and direct potential patients to your practice, the truth is that much of digital marketing strategy is determined by trial and error. By conducting the proper research before implementing a marketing plan, it can help eliminate some of the error, but it is typically not until a marketing plan is launched and running for a month or more that you see what’s being shared, reposted, liked, and discussed. Here are some suggestions to help you:
Track your traffic sources
Tracking the source of your new dental implant patients is nearly as important as the entire marketing plan itself. Once you have a better idea of what appeals to your target audience, you can use the data to fine-tune the areas that work.
If you sign up for Google Analytics, it will provide some details about your traffic sources: from social, search, or direct. You can also add UTM tracking to your links and get more details about where your traffic comes from.
See what resonates with your audience
Using a social media management tool, you get solid data on what people like—and what people aren’t as interested in. Once you determine who’s interested in what you have to offer, it’s important to retain their interest and offer them something of value in every post.
Take advantage of your data
Once you’ve implemented your social media campaign and determined what works, you can start creating posts based on questions or comments you receive. These comments and questions can also be used as blog topics. If you see a lot of questions about how long dental implants last, for instance, you can write a blog about it. You’ll be providing your readers with the information they need about dental implants.
You can gather additional information when you post your blog on social media. Pay attention to what your followers say in response to your posts. It’ll give you the chance to share your expertise and show your followers that you care about what they think and say.
While there’s a lot more to successfully marketing dental implants than posting a few times a week on Facebook or Twitter, doing initial research and taking advantage of the available resources can make it easier than you think it’ll be to attract new dental implant patients. With the large amount of valuable information online, as well as easy-to-use social media management tools, you can market dental implants for your practice like a pro.
If you decide to use the services of a dental web marketing company, doing initial research can also help you work with them to create a successful campaign. As long as you keep in mind that there is no magic potion that assures that your marketing plan will bring in 100 percent of your target audience, knowing your audience and what they are interested in can definitely increase the number of leads you receive that can be converted into new patients.
These dental implants marketing ideas we’ve outlined here can help you identify your target audience, educate them about the benefits of dental implants, and ultimately, convert them into paying patients for your dental practice.
About the Author
Tyson Downs, the owner of Titan Web Agency, has years of experience working with small businesses and helping them meet their revenue goals. Prior to starting Titan Web Agency, he freelanced in SEO and Web Design while working in the corporate world. Tyson is a graduate of Brigham Young University, the father of 5, and enjoys spending time with his family. Particularly on the baseball field.