Friday Five Roundup: From Dental Research to Apple & Google Updates

1
Science Daily

Telling Teeth: More Accurate Aging of Teeth Could Hold the Key to Identifying Health-Compromised Children in Africa


Researchers have investigated dental development for better estimations of chronological age in African populations.

Read the article on sciencedaily.com>

2
Marketing Tech News

The Future of iPhone for Advertisers


Years ago, Apple claimed it would completely redefine consumers’ relationships with mobile phones. And they weren’t wrong. The iPhone is arguably the device that kick-started the smartphone market, and put smart devices in everyone’s pocket – which in turn has revolutionized the jobs of marketers. However, following the release of the iPhone X and the year the iPhone turned 10, it looks like Apple has switched focus, and this means change can be expected for the advertising industry.

Read the article on marketingtechnews.net>

3 Ways to Optimize Your Practice for Mobile

By: Aiman Ghori

Mobile optimization is essentially setting up your site to be accessible and user friendly for visitors accessing it from various smartphones, tablets and other smart devices. 80% of internet users own a smart-phone so more searches are now done on mobile than on desktop, according to Google. Mobile platforms also host up to 60% of digital media time. This opens a up a whole new scope of marketing. Mobile marketing is the future and effectively using this could help increase new patients and elevate customer loyalty. There are several innovative ways to make your practice mobile friendly, and below we've outlined 3 specific ways to start.

Related Article: Why Your Business Should be Mobile Friendly

  1. Is Your Website Mobile Friendly?
  2. As of 2015, Google takes mobile-friendliness into consideration when ranking sites for search results. This means not having a mobile site is not an option if you want high search results. Google looks for high quality, relevant, and quick loading content to provide the best results for their searchers and has even put together a guide to help website developers build sites customized for mobile. There are two major directions your office can take to optimize your site for mobile devices:

    • Creating a mini version of your current site
    • Making your current site responsive


    A separate mobile site alongside your full desktop site can be fully customized, and for the sake of quick load time, hold the very basic information the visitor will need. This easy to implement option allows you to tap into the 95% of adults who primarily use their smart-phones to access content and information. However, it does come with its fall backs. Since the mobile site is on a completely different URL, extra vigilance is required to keep the content consistent, and properly code duplicate content for the full desktop site, making it more expensive to maintain.

Do your patients know which whitening you offer?

By:Faiza Akbar

Everyone wants a radiant and healthy looking smile. People often consider various methods to achieve this, the most popular being teeth whitening, a relatively simple cosmetic dental procedure. Teeth whitening can be a sensitive subject to bring up with patients. You want to remain informative, without offending anyone. There are many different whitening options on the market, some that patients can administer themselves at home, and others they can have done professionally in your office. With any service you offer, the first step to acquiring patients is providing them with information. If patients don’t know something is available, how can they pursue it? As teeth whitening is the most popular cosmetic dental procedure, with the industry expected to reach $7.4 billion by 2024, you want to make the most of it.

There is clearly patient demand for the service, so make sure to emphasize that whitening is not a one size fits all procedure - there are many options that patients can work with you to tailor to their personal preferences. So does it matter if patients know which specific whitening options you provide? Absolutely. If you want additional patient business, increased online and in-person engagement, and a stronger patient-dentist relationship, then including more information about your teeth whitening options could be a major way of achieving this.

Misinformation is rampant and many patients may simply be uninformed or unaware of the whitening options that are available. They might be under the impression that an over-the-counter whitening kit is the same as getting their teeth whitened professionally. It is possible that your patient previously had an unsatisfactory whitening experience, so it may be important to let them know that modern whitening solutions are faster, painless, more effective, and result in less sensitivity than procedures of the past. Some patients may also think you only offer whitening services in your office, and not realize that you offer take home whitening kits as well. Along with clarifying the availability of take home options, you should highlight the differences between those kits and the ones they can purchase from drugstores themselves to clear up any misunderstandings patients might have.

Just because someone hasn’t asked you about your whitening options yet does not mean they are not interested. Communicating with your patients and inquiring about their preferred level of tooth whiteness can get a conversation started. This conversation can begin with a consultation but carry its way through appointments and touch ups. A good time to mention whitening is around holidays and events, whether it be Christmas or back-to-school season, your patients are more likely to show interest in whitening solutions.

How you inform your patients is also important. You may choose to tell them directly during an appointment, or if you prefer a less direct approach, you can include information about whitening in a monthly newsletter, email, or through social media. Including more specific details about whitening options might also increase the engagement on your website. Does your website’s teeth whitening page contain a breakdown of different service options? This will make it more likely for patients to have the page open for a longer duration to read through the information, as opposed to briefly visiting the page to check for quick facts. Additionally, once reading the informative sections, patients will be more likely to press a call-to-action button to inquire further, increasing engagement even more. While most social newsfeeds will be saturated with quick facts and graphics, having the option of detailed information may foster interest for a longer time, and make click-through more likely, especially if you mention a promotion for the service.

Often times, patients are undecided about whether or not they will go through with whitening procedures and it is typically the uncertainty of results that is holding them back. They might be unsure of the following: If the results will be what they want How long the results will last How much of a time commitment the procedure will be. Providing your patients with information regarding the whitening options will alleviate any doubts or misunderstandings they have about whitening and make it more likely for them to follow through with the procedure they have been wanting.

You can mention that whitening exists on a spectrum, ranging from basic whitening toothpastes, to deep bleaching which you may provide. The key is to let patients know that there are many options available and you are willing to work with them to find the ideal one. Reassuring those patients who are undecided or skeptical will also lead to establishing trust, as they will now feel more comfortable relying on you to advise them on decisions regarding their cosmetic procedures. Patients may also shy away from whitening if they think it will be extremely costly and time consuming. However, most modern whitening procedures are cost efficient, quick, and non-invasive and can usually be included in a hygienist appointment. The different options may also vary in price, so patients could consider a less expensive option that still achieves their preferred results.

If you feel that your website and social media currently do not include enough information about the whitening options you offer, contact UpOnline to inquire about our social media, website, and newsletter services. We can help ensure your patients are informed and up-to-date about your services so they don’t miss out.

Friday Five Roundup: From Dental Findings to Augmented Reality and Online Reviews

1
Science Daily

Science Meets Archaeology with Discovery that Dental X-Rays Reveal Vitamin D


Human teeth hold vital information about Vitamin D deficiency, a serious but often hidden condition that can now be identified by a simple dental X-ray, anthropologists have found.

Read the article on sciencedaily.com>

2
Forbes

How Augmented Reality is Changing The World Of Consumer Marketing


Augmented reality (AR) marketing was obsolete just a few years ago, but today, it takes the reins from virtual reality platforms to create a new, interactive consumer experience. Its growth is expected to reach $117.4 billion within the next 5 years.

Read the article on forbes.com>

Friday Five Roundup: From Canada's Healthcare Budget to Social Media & Dental Reviews

1
Dental Tribune

Neutrophil and Cancer Cell 'Crosstalk' Underlies Oral Cancer Metastasis


Approximately 3,600 cases of oral cancer are diagnosed in Canada every year, yet the survival rates — 50 to 60 percent over five years — have remained stagnant for decades while other cancer survival rates have dramatically improved.

Read the article on dentaltribune.com>

2
Marketing Tech

Social Media is Not a Marketer's Silver Bullet – It is Only Part of the Solution


Why do you want to do social media? Here are some of the most common reasons given by business owners and why, realistically, they should not be core aims or goals for any social media user.

Read the article on marketingtechnews.net>

Five Ways to Spot an SEO Scam


By: Aiman Ghori

Search engine optimization can be complicated and sometimes difficult to understand, so you may be seeking help from an SEO expert to generate more traffic to your site, or, just as likely, those claiming to be experts may be seeking your business out, regularly. This creates the perfect opportunity for scammers to take advantage of you and your practice, potentially leading to detrimental results for your business. As with any hiring process, it's important to do research and ask probing questions to see if the SEO experts you're speaking with are legitimate and use ethical strategies/best practices, or if they're just scams. Below are 5 ways to tell if your SEO 'expert' is deceiving you.

  1. "We Guarantee First Page Results"


  2. Nobody can guarantee a specific result and if they claim to, chances are they're not following Google's guidelines. Some companies will claim they can increase traffic to your site incredibly in a very short amount of time but be wary of their promises. Due to the nature of how SEO works, there are no absolute guarantees and you should be aware of the methods they use. Despite there being no guarantees, there are certainly better chances of improving your SEO organically through ethical methods. Experienced SEO companies have spent years learning and refining what methods and work and which ones don't. Their techniques can guarantee that traffic will increase to your site but in a realistic amount of time. Plan to be in regular contact with your SEO service provider and their plan for improving your site's SEO.

  3. "Our Strategies are Confidential"


  4. Lack of communication between a company and client can lead to very bad results, SEO and otherwise. If your SEO expert is unwilling to include you in the planning process and won’t tell you how they’re going to improve your SEO, you should take action immediately. Chances are, they’re using unethical (or 'black-hat') techniques and the consequences could include your SEO falling sooner rather than later, or delisting, directly affecting your practice. If you're looking to hire an SEO company, make sure they are open to communication and provide references you can look into. Ask them for previous examples of their work and speak to their references on how they handled communicating their strategies. If you're currently working with an SEO provider, request timely updates or reports so you can monitor your practice's progress. Ask them to explain clearly the methods they're currently implementing.

  5. "We Know Google’s Algorithm"


  6. Any company or SEO expert that claims to know how Google's algorithm works is lying. Google's algorithm is private intellectual property and changes often enough for anyone to know it in its entirety. Even employees at Google's search department do not know how more than certain parts of the algorithm works, so it's impossible for an outsider to be privy to that information. Most likely, this is just a deceptive sales pitch to get your business. The best way to find out what works and does not work for search engine optimization is following Google's accepted guidelines as well as experimental changes refined over time. So, it's important to ask a potential company about previous experience and case studies. If you hear this claim or read it in a cold email, do not even consider them.

  7. "We'll Link Your Site on Hundreds of Websites"


  8. This is likely a 'black-hat', or unethical, technique where a company links your site indiscriminately on other websites and forums in order to trick Google's robots. Inbound links are great for building your SEO but Google will know almost immediately when those links are irrelevant and spam, and penalize your site for it. It's best to create meaningful and relevant content specifically curated for your target audience that they will be encouraged to share. It will also help to have your own active social media pages where you can link your content. So it's important to ask your current SEO expert or potential SEO company what technical as well as customized strategies they use to increase traffic to your website. Be sure to also ask them how they would use inbound and outbound links to improve your site.

    Read More: The Importance of Content-Based Marketing.

  9. "We Offer Free Trials"


  10. Never give your website's access information to anyone you do not trust, particularly someone offering a supposed free trial for their SEO services. SEO optimization and its results take time to develop, they cannot be curated overnight. So if an offer sounds too good to be true in terms of results or price, it probably is and you should do further research into the company before deciding to hire them.


Finding the right SEO expert for your business or practice sounds like a daunting task. However, with the right amount of research and awareness you can equip yourself with sufficient knowledge to hire the best one for your needs. If you're looking for experienced and professional SEO managers, contact UpOnline and ask us about our search engine optimization services.

Friday Five Roundup: Future of Marketing and the Dental Industry

1
Peninsula Review

Dental Implants : No Longer A Fear Factor


For the past few years, dental implants have become the most successful and innovative dental procedures. The costs are much more affordable than expected, and the pain is minimal and manageable. Interest in dental implants is growing as the procedure has become more accessible to all.

Read the article on peninsulanewsreview.com>

2
Forbes

The Future of Marketing is Marketing As A Service


In the past, marketing has been focused around the brand and the product. However, the future of marketing is heading towards focus on service, targeting your audience but also taking the right next step for them, going beyond just the product, and improving the entire customer journey.

Read the article on forbes.com>

Friday Five Roundup: From Dental Halloween Costumes to Content Marketing

1
Science Daily

Dentists Get Cracking on the Stem Cell Front



Researchers have developed a new method for extracting tooth root pulp that quadruples the number of stem cells that can be harvested and replicated to treat a variety of medical conditions.

Read the article on sciencedaily.com>

2
Marketing Land

Facebook Details Instant Article Subscription Program as Test Launch Nears


Facebook confirmed earlier this year that it planned to start testing a subscription program for Instant Articles as soon as October. On Thursday, the company said that test will begin "over the next few weeks" and offered details, including how those subscriptions will work and which publishers have signed on to put their articles for Facebook (mobile only) behind a paywall.

Read the article on marketingland.com>

Tackling Your Online Reviews

By: Faiza Akbar


Today, more than ever, online reviews have become just as important as word of mouth, making it critical to maintain a positive online presence. Online reviews are often the first point of contact for many of your potential patients. They are an authentic and reliable way for potential patients to make a quick decision about whether or not they want to visit your healthcare practice. 90% of consumers state that they read less than 10 reviews to form their opinion of a business, giving you only a brief window to convince them why they should visit your healthcare practice. There is no doubt that finding a practice with stellar reviews and 5-star ratings would be a clear, convincing factor for most, but how do you get there? With countless platforms for online reviews, managing them can seem like a daunting task. However, as with any other facet of marketing, managing this diligently and proactively is an asset to your practice's reputation.

Related Article : Online Reputation Management for Practices

Prioritize

The first step is figuring out which review websites you need to focus on. Not all reviews hold the same weight. Google Reviews are the most frequently read, and what patients are most likely to be familiar with. Before a potential patient even gets to your website, the first things they see (if you have excellent SEO rankings [How to improve your SEO]) when they Google you, along with your contact information, are the reviews people have left.
After Google, your next two focal points might be a social media platform like Facebook and a general review platform like Yelp. Collectively, these three sites account for 80% of online reviews. Only after considering these should you turn your focus on industry specific review sites. Whether RateMDs or HealthGrades, you should focus on the one with the largest engagement in your area, which you might determine by searching "Best (Dentist) in (your area)", for example.

Update


Once you have decided which websites are best aligned with the interests of your patients and practice, it's time to get to work. Managing online reviews is not a one time project. It is something that requires your ongoing attention. 73% of consumers find reviews older than 3 months to be outdated and irrelevant, so it's important to ensure you have new and updated ones. Monitoring your reviews is the first step to achieve this. If you notice a streak of reviews that simply leave star ratings and no comments, you can encourage your patients to leave more detailed reviews. Try gently suggesting patients who give you positive feedback in person, to also leave an online comment. You can also ask for reviews in your monthly newsletter, on a section on the homepage of your website, through email reminders, or at the end of each appointment. This way, you can keep your reviews updated so that they appear more trustworthy and relevant to potential and returning patients.

Friday Five Roundup: From Celebrating Hygienists to Digital Marketing Trends

1
Dentistry Today

Whitening Market to Reach $7.4 Billion by 2024


Consumer demand for cleaner and whiter teeth is at an all-time high, and it looks like it's not slowing down anytime soon.

Read the article on dentistrytoday.com>

2
Marketing Land

4 Advanced Targeting Strategies for B2B Marketers


Here are four advanced targeting strategies that can help you engage with your B2B audience across all stages of the buying process.

Read the article on marketingland.com>

Supersize Tweet: Twitter Doubling Its Character Limit (BETA)


By: Aiman Ghori

Twitter, since its conception, has carved out a niche audience that prioritizes brevity. The site allows users to interact in real time and to the point, mostly! Conversations about topics including politics, sports, social issues, and current or live events are often held in a witty manner- without the clutter of additional information.

On Tuesday September 26th, Twitter announced that it was testing an increase in character limit for randomly selected users. Those select users' tweets will now contain 280 characters, twice the number the social media site is known for. But not all Twitter users are happy about this increase, despite the claims Twitter makes about many users who are frustrated with the 140 limit. So why is Twitter making such a drastic change from its differentiating factor compared to other social media sites such as Facebook and Instagram?



Aliza Rosen, Twitter's Project Manager who revealed this new test on Twitter's official blog, shares some of the research that went behind making this momentous decision. The blog explains that languages such as Japanese convey "double the amount of information in one character as you can in many other languages", particularly compared to English. Their research shows people who tweet in English hit the character limit more often than those who tweet in Japanese. So the increased character limit is an effort to level the playing field for users who tweet in English or French, and find the 140 limit too constraining. This will allow users who tweet in those languages to express more, while still maintaining the site's promise of brevity.

Friday Five Roundup: From Dental Treatment Costs to B2B Marketing

1
Science Daily

High Sugar Consumption Gives Rise to Dental Treatment Costs in the Billions



Worldwide, people are eating far too much sugar. This has negative consequences for their teeth and for their purses: seen at the global level, the costs of dental treatment are currently running at around 172 billion US dollars (128 billion euros).

Read the article on sciencedaily.com>

2
Marketing Land

But Do You Love Me? A brand intimacy agency ranks brands based on emotional connections to consumers


MBLM's 2017 brand intimacy report ranks 386 brands across 15 industries based on emotional connections brands have with consumers.

Read the article on marketingland.com>

Six Reasons Why You Should Invest in Podcasts


By: Faiza Akbar

While commercial radio has been around longer than nearly the entire population has been alive, modern podcasts are a refreshing change to most other saturated marketing strategies. There are many reasons why podcasts are distinct, not only in their format but also in the way they operate and accomplish your goals. A podcast's approach is rooted in the dynamic user experience it offers that allows for flexibility and individual preference. So if you're exploring new ways to improve your marketing strategy, here are a few reasons that podcasts should be a top contender.

  1. Uniqueness
  2. Interest in podcasts is definitely on the rise but it is still an underutilized platform. Breaking into the podcast scene will set you apart from your competitors and allow your audience to interact with you in a unique, refreshing way. On the surface, it may appear that podcast listeners are a small, exclusive part of the population, but this statement grows more untrue each year. It is also important to note that most podcast listeners are highly committed, as 85% of them will sit through a majority, or the entirety of an episode. Once you garner an audience, they are very unlikely to bail halfway through your message. "Skimming through" podcasts is not really a thing. This allows you to provide more information, and overall have more of a presence in your listeners' day, making them more likely to return.

Friday Five Roundup: From Content Marketing to Dental Marketing Industry Trends

1
Dentistry IQ

Marketing Your Dental Practice: Involve Your Team



Marketing your dental practice is just one more thing you have to worry about. How about sharing some of that burden with your dental team? By involving them and using their ideas, your marketing will be much more successful than handling it alone.

Read the article on dentistryiq.com>

2
Quicksprout

How to Create a Content Upgrade That Will Automate Your List Building


After all, a thriving email list is the foundation of email marketing.

Read the article on quicksprout.com>

Branding: The Underrated Step to Building a Successful Healthcare Practice


By: Aiman Ghori

Why Build a Brand?

With hundreds of healthcare professionals providing similar services and carrying similar qualifications, skill, and experience, it’s difficult to convince prospective patients why they should choose your practice over another. This is where branding and marketing communications come in to help polish how your practice is viewed.

Branding is essentially the image your healthcare service conveys to an audience. Good branding practices will contribute positively to your practice’s overall reputation. Patients will choose to go to a service provider they can relate to and trust, which builds brand loyalty. Loyal patients will then be more likely to refer trusted services to others, and this gives your practice a competitive edge over other similar providers.

Related Article: How to Turn Your Company in a Killer Brand Name

Design: Branding Basics

If you have an established business or practice, it’s important to find out the reputation you already have. A simple Google search can reveal how patients see your clinic and what they think of your services. Key elements to look for are, what patients already like about your service, and where does it require improvement? This will help you later, when selecting the qualities and/or services you want to empathize through your brand. It is also a good idea to look up your competitors, identify their brand, and see what they’re doing successfully to build that brand. This will give you a better picture of the marketplace and what you’re up against. This could lead to identifying an untapped niche audience you could possibly target.

Friday Five Roundup: Dental Conferences, Emergencies, and SEO

1
Medical News Today

Alcohol Abuse, Dental Conditions & Mental Health Found to be Causes of Avoidable US Emergency Visits



A recent study published in the International Journal for Quality in Health Care found that 3.5% of all emergency department visits analyzed were 'avoidable'. Of these, the top 3 discharge diagnoses were alcohol abuse, dental disorders, and mood disorders.

Read the article on medicalnewstoday.com

2
Marketing Land

Anatomy of a Google Search Listing


There’s no perfect method to snagging the top overall search result for every relevant query, but understanding each element of Google's search listings can give you the best chance for success.

Read the article on marketingland.com