Guide to Expert Marketing for Dental Practices: Insights from Peter Boulden

Peter Boulden, the engaging host of the Bulletproof Telepractice Podcast, recently shared his expert insights on dental marketing in a captivating discussion. Known for his prowess in marketing systems and operations, Boulden delved into the intricacies of creating a robust marketing strategy that ensures sustained growth and a remarkable patient experience.

The Marketing Pyramid: Building a Strong Foundation

Boulden emphasizes that many dental practices make the mistake of jumping straight to paid advertising when they encounter growth challenges. However, he asserts that a well-rounded marketing strategy should begin with solid foundational elements, rather than immediately resorting to paid ads.

At the base of Boulden’s marketing framework is the patient experience. He argues that an exceptional patient experience is crucial not only when patients are in the office but throughout their entire journey with the practice. This journey includes:

• Online Presence and Brand Awareness: Ensure your practice’s online presence is strong and consistent. This involves having an informative, user-friendly website and maintaining active social media profiles.
• Appointment Procedures: Streamline the appointment request and confirmation processes to make them as seamless as possible.
• In-Office Experience: Create a welcoming and comfortable environment in the office. Baldwin’s practices offer amenities like blankets, neck pillows, and noise-canceling headphones to enhance patient comfort.
• Post-Treatment Follow-Up: Implement a thorough follow-up system that includes post-op calls and requests for reviews.

“The patient experience isn’t just when the patient is in your office. It is actually the entire journey, from their online experience to post-treatment follow-up,” Boulden explains.

Internal Marketing: Leveraging Existing Relationships

Internal marketing should be a fundamental aspect of your practice. Boulden highlights the importance of consistently asking for referrals and reviews. This not only helps in acquiring new patients but also in building trust and credibility.

“We need to check our ego and simply ask patients for referrals. It’s a powerful way to grow the practice,” Boulden states.

Crafting a Stellar Website

A professional and user-friendly website is crucial for any dental practice. Boulden suggests that if you don’t love your website, it’s likely that potential patients won’t either. Key components of an effective website include:

• Dynamic Content: Ensure the website is regularly updated with informative content about various dental procedures, team members, and office environment.
• User Experience: Make sure the website is easy to navigate and visually appealing.
• Online Booking: Offer online booking options to reduce friction and accommodate patients who prefer not to call.

Optimizing Google My Business

Google My Business is a powerful tool that many practices overlook. Boulden provides several tips for optimizing your GMB profile:

• Accurate Information: Ensure your business name, address, and hours are accurate.
• Business Description: Use this space to highlight key aspects of your practice and include relevant keywords.
• Photos and Videos: Regularly update your profile with high-quality images and videos of your practice.
• Engagement: Respond to reviews and use Google Posts to share updates and content.

“Many people claim their GMB profile but then leave it as a ghost town. It’s essential to keep it active and engaging,” Boulden notes.

Mastering SEO and Social Media

SEO is another critical component of a successful marketing strategy. Boulden breaks it down into two main aspects:

• Link Building: Encourage other websites to link to your content, which boosts your domain authority.
• On-Page SEO: Optimize your website’s code, including title tags, H1 tags, and alt text for images, to improve search engine rankings.

“Creating valuable content that other sites want to link to is key to building your website’s authority,” Boulden explains.

Social media should be a two-way interaction rather than just broadcasting information. Boulden recommends:

• Engaging Content: Post regularly and ensure the content is engaging and relevant.
• Interaction: Respond to comments and messages promptly to foster a sense of community.
• Local Influencers: Collaborate with local influencers to expand your reach and credibility.

“Social media is about interaction. Engage with your followers and respond to their comments to build a loyal community,” Boulden suggests.

The Apex: Paid Advertising

After establishing a solid foundation, paid advertising can be a powerful tool to accelerate growth. Boulden emphasizes the importance of having all other elements in place before investing in paid ads.

• Platforms: Utilize platforms like Facebook, Instagram, Google, and YouTube for targeted advertising.
• Content: Ensure your ads are compelling and lead potential patients to a well-optimized website or landing page.

“Paid ads should be the last step in your marketing strategy, not the first. Make sure everything else is buttoned up before you start paying for attention,” Boulden advises.

Conclusion 

Peter Boulden’s insights provide a comprehensive roadmap for healthcare practices looking to master essential marketing strategies. By focusing on foundational elements such as patient experience, internal marketing, and a robust online presence, practices can build a strong base for sustainable growth.