Managing your reputation online is crucial for the success of your dental practice. While the statement “4 out of 5 dentists recommend managing your reputation online” might be an exaggeration, the importance of reputation management for dentists is undeniable. With 92% of the over 165,000 dentists in the US operating in private practice, many of them are not just healthcare providers but also business owners.
In today’s digital age, nearly everyone turns to the internet first to learn more about a business, including healthcare practices. Your online presence can significantly impact whether a prospective patient chooses to visit your dental practice. This is particularly important for dentists, considering that about 75% of adults in the United States experience discomfort or fear when visiting the dentist. Therefore, presenting yourself through the best online reputation marketing agency in Riverside CA as a patient-first dentist is crucial.
In this guide, we’ll define reputation management, explore how it can help your dental practice, and provide actionable steps for managing your reputation online.
What is Online Reputation Management?
Online Reputation Management (ORM) involves influencing the narrative or reputation of your business online. It can be proactive or reactive, depending on the needs of your business and when you start implementing an ORM strategy.
Your ORM strategy combines SEO and marketing tactics aimed at creating a strong online presence. This involves establishing your practice online and creating a foundation to combat any negative news or results about you or your practice.
While SEO strategies significantly impact ORM, ORM specifically targets keywords related to your brand or business. This means your business must be established enough to already receive targeted organic search traffic to benefit from an ORM strategy.
Why Reputation Management Matters for Dentists
Ninety-seven percent of people go online to learn about local businesses. The first step in reputation management is ensuring you have a presence online. If your practice is difficult to find, has outdated information, or a slow-loading site, patients are more likely to choose another practice. An ORM strategy helps improve your visibility, brand, and presence in search results, thus improving your first impression online.
Once you are findable online, the bulk of reputation management begins. What people see online about you or your practice can significantly impact how they perceive your business. Negative results, such as bad press or unsavory reviews, are tangible. Businesses with one negative article risk losing up to 22% of prospective customers, and those with four or more negative articles can lose up to 70%.
However, a proactive ORM strategy offers opportunities to connect with more patients and increase your practice’s success. As more people look online for information about dentists, having an ORM strategy can help you make a good first impression, gain visibility in search results, and improve your relationship with existing patients.
Steps to Manage and Improve Your Online Reputation
1. Google Yourself
The first step in developing your ORM strategy is understanding your starting point. Search for your practice and yourself in an incognito browser to get accurate results. Analyze what shows up: is it your business or one with a similar name? Are the results neutral, positive, or negative?
If your owned assets don’t show up, ensure your website is indexed in search. If indexed but not appearing, optimize your online presence. Look up other search terms to see what ranks and understand how to improve your own ranking.
2. Register Your Domain Name and Secure Web Properties
If you haven’t already, secure the domain name for your practice. Patients expect to find information online. Registering your practice’s name as a domain will improve your visibility and help control your first impression. Create profiles on relevant social media and review platforms to secure those usernames.
3. Maintain Your Website and Social Media Profiles
Keeping your website and social media profiles updated is essential. Outdated or inaccurate information can deter users. The performance of your website affects patient satisfaction and retention. An annual survey by Intuit Health found that 59% of patients would switch to a provider offering a better online experience.
4. Incorporate Telehealth Visits
Due to COVID-19, telehealth appointments have increased, including teledentistry. While not practical for every concern, implementing teledentistry can increase patient satisfaction and retention. A survey found nearly 99% of respondents were very satisfied with telehealth due to its convenience and accessibility.
5. Prioritize Mobile Users
Mobile users are increasingly important for your SEO strategy and online reputation. Google’s algorithm updates prioritize mobile-friendliness. With over 55% of all website traffic coming from mobile devices, ensuring your site is mobile-friendly is crucial.
6. Leverage Local SEO Strategies
Leveraging local search is vital for businesses with a physical location. Claim your Google My Business listing, which provides prospective clients with important information about your practice. Ensure your office address is in online directories and create content relevant to your community.
7. Check and Manage Reviews
Reviews significantly influence a dentist’s reputation. Seventy-one percent of patients use online reviews to choose a practice, and 50% will only choose a dental practice with over four stars. Regularly check and manage your reviews to understand what patients see about your practice.
8. Encourage Patients to Leave Reviews
Review solicitation can help build your number of reviews. Seventy percent of consumers report leaving a review if asked. Follow up with patients soon after their appointment and make your message specific to them.
9. Make the Best Out of Negative Reviews
Negative reviews happen to everyone. They provide an opportunity to show responsibility and care. Respond to negative reviews by addressing the concern, offering a solution, and maintaining confidentiality.
10. Use Different Review Platforms
Create and maintain profiles on various review platforms such as Yelp, Facebook, Healthgrades, and Zocdoc. Claiming these profiles ensures all information is accurate and well-represented.
11. Check Out Your Competitors
Understand how your competitors perform for general and branded search terms. Identify why they outrank you and make improvements to your online properties based on these insights.
12. Utilize Different Forms of Content
A content strategy is the foundation of any ORM campaign. Content helps establish a strong brand voice and expand the search queries you rank for. Utilize various forms of content, including videos, images, and podcasts.
13. Become a Thought Leader in Your Industry
Establish yourself as a trusted leader in dentistry by creating content around your areas of expertise. Thought leadership can increase your visibility, and credibility, and define your reputation.
14. Keep Your Private Life Private
Maintain a professional online presence and keep personal accounts private. Patients should not find your personal social media accounts.
Conclusion
Developing an online reputation management strategy can be challenging. If addressing your online reputation feels daunting or time-consuming, consider hiring the best online reputation marketing agency in San Diego California. They can help identify areas needing improvement, develop an effective strategy, and improve your online reputation so you can focus on your practice and patients.
