Dental marketing can bring huge rewards, especially when it comes to generating new leads. Although there are some great ways to promote dental services and attract prospective patients, most dentists struggle with finding those high-quality leads at the beginning of their practice.
There are plenty of successful dentistry practices out there today. Some of them even have millions of dollars in revenue each year. Unfortunately, these businesses usually take years to build their customer base. And sometimes they don’t even get started until after they have already spent thousands of dollars building their brand.
Moreover, it’s expensive to pay people to create high-quality content that educates about your practice. And don’t get me started on ads. With an average CPC rate of $2.00-$10.00 per click, generating leads isn’t always effective as you may have lots of clicks and no conversions.
By using the proven digital marketing strategy listed below, you can generate thousands of qualified leads in as little as 30 days, convert prospects into paying customers and eventually increase your average order value (AOV).
Let us show you how to create an entire dental marketing campaign that converts visitors to leads for as little as $0.10 – $0.50 per lead.
Step 1. Understand the patient’s path to conversion (aka the customer’s journey)
When you start having pain, what do you do? You want the pain gone, as soon as possible.
Marketing in the healthcare industry takes a very focused approach, and we can describe it as a problem-aware to solution approach.
There are specific steps that a patient takes without even noticing, and these are:
a) Patients identify their problems, instantly
When someone starts to experience a toothache, he/she tried to identify where the pain comes from. Then they start looking for solutions, namely online. Do I take an aspirin? Could I rub my aching tooth with alcohol?
They take their problem and post it on a search engine, namely Google. – and this is where your content shows up, hopefully.
b) Patients search for treatment
What makes a good dental practice is usually all about convenience and making sure that people know where to find you when they need to. If you’re looking to make sure that your practice shows up whenever someone searches for “dentist near me,” then you will also need to ensure that your local SEO is working properly.
c) Patients look for a trusted dental clinic
Patients prefer recommendations from people who visited local dentists that showed professionalism, were kind to their patients and went above and beyond their service to wow their patients.
This is where online reviews come in, photos from patients and possibly your work, and lots of testimonials on your website.
d) When they are covered 100%, patients book with a clinic
With every step taken above, the patient is now ready to book an appointment. They have identified the pain, tried to solve it on their own temporarily and then searched for a clinic near them. They selected a few, read the reviews, the testimonials, the services – and the prices – and they feel that your clinic is the best for their problem. Now they feel confident and they are ready to book.
You want to make sure that when people click through to your booking page they’re able to get booked right away. So give them options to either schedule their first visit directly from your site, or any easy-to-use scheduler tools that exist online.
All the above are what you already must have – your website, reviews, booking calendar, prices. The problem is most dental clinics use them. How can you differentiate and attract more patients that need your services?
The answer is simple, but very few dental practices do it (because they do not know any other way):
- A Quiz Funnel that attracts a qualified audience
- Email marketing is sent to specific groups of people who fit certain criteria, such as having read an email before and wanting to see your dentist again, or having not received an email for two months and wanting to be reminded of upcoming appointments.
- And a cheap promotion method, like Facebook/Instagram ads or something similar
Step 2. Create Your Interactive Content To WOW Your Patients (aka, your quiz)
Quizzes are an extremely popular type of interactive content on social networks such as Facebook or Instagram. People love quizzes and they are the number one tool to attract, segment, qualify and sell to your ideal patients.
Leads from quizzes are 80% more contactable than leads from simple ads and nearly 40 per cent of quiz takers visit a dental clinic’s website after completing it.
If you generate 1,000 leads per month, imagine that 40% of them (400 will visit your website, and nearly all of them will be added to your email list!
So why can a quiz be the only lead-generating tool you can have for your dental marketing? Quizzes can be used for dental marketing purposes because they’re easy to use and can be done at any time.
- Quizzes provide a unique and engaging experience for your future patients
- Quizzes allow you to understand what your patients need, their priorities, their levels of service, and virtually anything that is important to work with you
- Quizzes allow you to learn more about your patients and build unique, personalised messaging tailored to each segment
How to create an online quiz for your dental practice
Let’s take everything we learned here and put it to the test. At Centis, we specialise in creating quizzes as a service, so we took the time to create a demo for you!
All quizzes start with a landing page. The purpose of the landing page is to prepare the customer “to land” from any point he is coming from and shows him what he has to do next – which is to read the headline, fill out his name and email and click “Start the quiz”.
The way a quiz is displayed is through a code on your website. You can host it in the main URL of your website i.e. as in dentalclinic.com/quiz or in a subdomain such as quiz.dentalclinic.com – there is no difference.
Creating the questions: Why Do Most Dental Practices Fail
After creating the landing page and the headline, you must start writing down the questions you need to ask.
This is the part that most dental practitioners who try to create a quiz fail. You see, as a practice you offer many types of treatments:
- Complete exams, x-rays, and dental cleanings.
- Fillings, root canals, and extractions.
- Cosmetic dentistry, such as whitening, porcelain and composite veneers.
- Implants – placement and restoration.
- Crowns, bridges, full and partial dentures.
and much more.
It would be a huge mistake to make a very generic quiz (like we did here for example) and not address to a specific use case. This is the ONLY way to attract high-quality leads.
As mentioned above, when someone is in pain, he will look for a solution, first on a topical level to easy the pain (i.e. take aspirin) and then will try to find a dentist to better identify what is the problem and treat it.
As such, if you specialise in cosmetic dentistry and you ask an irrelevant question, then the user starts to wonder what the hell you are asking them.
So our recommendations are to either:
- Create multiple quizzes with multiple promotions for different cases or
- Find where you specialise and focus on that, i.e in root canals
Ok, how do I write questions?
This is the difficult part. Remember, you are the expert, but your patient is in pain, so you have to step into your customer’s shoes.
So, having identified where you want to focus and start identifying your customer’s pain. Imagine if your patient is sitting in your dental chair and you are asking him questions.
List them down one by one, and make sure that one question leads to another.
For example, the question in the screenshot below is very generic. It could not go into a quiz for cosmetic dentistry, but in a quiz about general teeth health.
When creating your quiz questions, you must follow these general guidelines:
- Your quiz should have no more than 10 questions or you will bore the quiz takers and you will have high drop-offs
- It should pick their curiosity and ask questions only a doctor would have asked
- Each question should be relevant to another
How to promote your dental marketing quiz
What you need to know is that once you have a quiz launched, it is important to be able to advertise it, share it, and make it known to everyone. It is not good sitting on your website – your quiz must work hard to generate leads, day in and day out!
- Creating a Facebook ad that directs people to the quiz
- Posting the quiz on your Facebook, Instagram, Twitter or YouTube (as a short video)
- If you participate in Facebook groups, you can also share it there – but first, ask the group admins if this is allowed.
- Create a popup on your website
- Add it as a link on your footer and main menu
- Write a blog post and feature it there.
- Embed it in your weekly or monthly newsletters
- Create a press release to send to local media
When creating an ad, always make sure the image matches the image of the quiz. Same thing with the headline – your ad headline must match the quiz headline, or there will be a “customer disconnect”.
For example, let’s say we create this ad:
And when a user clicks, he ends up on this page:
Do you see how the user is “disconnected” from the first step to the second?
So your assets, copy, and headlines, all must be aligned (aka, the same)
When a quiz taker finishes his/her quiz, he ends up on an outcome page, based on what answers he/she selected.
After the questions are done, you have to “map” them on a relevant outcome.
For example, lets say that you are creating a quiz about teeth cleaning. If you have a question “how often do you brush your teeth” with options, like “3 times per day”, “2 times per day”, “Once per day” and “I do not brush my teeth”, then you have to create an outcome page for most likely scenarios – i.e. a scenario that someone is taking care his oral hygiene frequently, another scenario for those who don’t so much, and a doom scenario where they do not pay attention to their oral hygiene.
Based on how many questions (we call that scoring) they answered that fall to scenario 1 (they take frequent care of their oral hygiene) you can have an outcome page that outlines additional tips and a calendar link for a free cleaning.
Same with other pages.
Here is an example outcome page of our sample quiz for dental marketing:
How do people become qualified leads?
Aha! We reached the point where you now understand how a quiz is structured, so your obvious question is how you get their name and emails.
Well, there are two scenarios you can follow:
- You can have an email form at the beginning of the quiz, like on the landing page. So when someone is serious to find out about his tooth problem or else, they will provide their name and email from the beginning. We have tested this and we saw that whilst the landing page had increased bounced rates, we got a more qualified quiz, because of the burning desire to find out a result.
- Alternatively, you can have the email form at the end of the quiz, BEFORE the outcome pages. This way you get fewer bounce rates, but the number of people ending up giving you their email to see their result is a bit less. Which is OK, you only interested to work with the people who gave you their names and email.
What happens when you get names and emails to your quiz?
You have two options:
- If you have a CRM (Customer Relationship Management software) or an email marketing software
If you have any of the above then your quiz can be easily linked to it via a system called API (Application Programming Interface). This is a bit technical, so we recommend having a developer do it. At Centis, we always connect the quiz we will create for you with email software, like Mailchimp, Klaviyo, Constant Contact and others.
Having a CRM or email marketing software enables you to:
- instantly register the leads into your database
- segment people based on their answers and use that information to tailor your communication. For example, you can have automated email workflows firing for each segment. Ask us here how you can do it.
- send personalised, automated emails per segment, including a a welcome flow, discounts, etc
- add all these people into remarketing lists and upload them automatically on Facebook/instagram or Google ads. Remarketing audiences are way cheaper than cold leads as they have already interacted with your website. Media companies like Facebook and Google want you to have created these lists as they use that data as well. So they reward you with cheaper ad rates!
Quizzes are the go tool when it comes to generating qualified leads for your dental practice. Not only you can generate thousands of leads per month, but these leads are primed to be contacted by at least 80% more than if you approached them with cold ads.
If you want to have a quiz created for you, Centis is the nr1. agency in the world for that. Simply contact us below for a quick 30-minute consultation to see if we are a good fit for you.
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