I created my original website for Jodena Consulting about ten years ago. Back then, dentists were very new in this Internet game. Very few had websites, and websites often were nothing more than a glorified static business card – a concession to the necessity of having an online presence. How things have changed! Fast forward to 2011.

The majority of dentists – although not an overwhelming majority by any means – have a website. Actually I am still amazed at the relatively large number of dentists who still do not have one. The simple fact is that patients don’t shop through the Yellow Pages anymore. They Google everything and anything they want to find.  So more than ever you as a dentist need to have a presence on the Web. But now the standards are higher and the requirements to truly stand out and differentiate yourself and your dental practice are much more demanding.

You want your website to be compelling, professional, and above all easy to navigate so that your prospective patients can easily and quickly find the information that they are searching for.  My definition of easy to navigate means one click gets you to a specific page with photos and a description of the service in question. Websites from my perspective seem to fall into three categories. I see too many sites that are so cluttered with information and promotions that you don’t know where to look first. I also see a lot of “over-the-top” and highly produced glitzy sites costing ten to fifteen thousand dollars that may look slick, but again are difficult to navigate. Perhaps the largest category falls into what I call “Mom and Pop” type websites. These have been designed perhaps by a favorite nephew or a first-year art student. Font, photos, layout all look amateurish – almost a copy and paste look. And these wannabe designers have no clue about how to optimize a dental website.

Take a look at what Dr. Gary Sanchez says in this quick video. I think he has a lot of good things to say and a lot of relevant information.

Creating a website is a marathon and not a sprint. It needs constant on-going attention to add fresh content. But the process doesn’t have to take over your life. Slow and steady wins most races. Just keep the momentum going.

Stay tuned for my next post where I will be discussing some specific design features to create a great website.

Needless to say, it has been tough sledding for any business owner battling the effects of the “great recession”. But lately, everything I read is predicting a moderate rebound in the economy with job creation and less  unemployment. Up until now, people have been understandably cautious with their discretionary spending, so there is a lot of pent-up demand for nonessential services. Thus the environment for promoting comprehensive and cosmetic dentistry is probably the best that it has been in almost three years. How can you take advantage?

1. You need to promote “wants” based dentistry instead of “needs” based dentistry. Patients will pay out-of-pocket for what they want, yet will continue to depend on insurance to pay for what they need. Your mission is to get patients excited and emotional about what dentistry can do for them. Please take the time to schedule treatment consultations where you offer choices. Choices empower patients. Remember that people like to buy – but they don’t like to be sold. I am very excited about how dramatic case presentation can be by using an I-Pad.

2. You need to realize that your fees are not preventing people from accepting comprehensive dentistry but rather a lack of flexibility in payment options that you currently offer. If you can give someone a way to budget their payments for the dentistry, and they really want the dentistry, they will accept the treatment.  Re-examine how well your financial coordinator is presenting Care Credit or other outsourced arrangements. Scripting and verbal skills are so important. Outsourcing should be a first choice rather than a last resort. You can’t afford to be the bank. By outsourcing financial arrangements and offering extended payment plans, you give your patients the opportunity to pay for the dentistry on a monthly basis, yet you get paid right away.

3. You need to feel comfortable presenting comprehensive cases as well as cases that are essentially cosmetic. Don’t  settle for  the “one or two insurance crowns a year” mentality. Schedule the time for a decent, well thought out, case presentation where value and health and function and aesthetics can be promoted. Start thinking in terms of quadrants and arches rather than single tooth treatment. Stop presenting treatment  “on the fly” in a three or four minute “quickie” at the hygiene exam.

4. Avail yourself of the latest continuing education courses, specifically those that relate to comprehensive dentistry. The world of clinical dentistry is changing so rapidly that it is very easy to be left behind.

It is time to start playing offense – you can do it if you try.