Sinai Orthodontics Marketing Firm Stresses Importance of Marketing Even In A Tough Economy
By: Ali Husayni
Sinai Marketing, Inc.
January 22, 2009 — BOULDER, COLORADO — The chorus of the famous Bob Dylan song says “the times they are a changin’” and when it comes to how orthodontists market their practices and attract new patients, truer words never were spoken.
A generation ago, advertising in the Yellow Pages and in newspapers was considered a great way to market an orthodontic practice. Today, the Internet is king.
“SEO is the way to go,” said Ann White, dental coordinator for Sarasota Cosmetic Dentist Dr. Charles Crane, a client of the Internet marketing firm Sinai Marketing.
White said Crane’s practice isn’t renewing its contract with an area magazine to run advertisements, opting instead to increase the practice’s Internet marketing budget.
Web sites and Internet marketing efforts enable orthodontists to share their practice information with potential patients, said Sinai Marketing Founder and President Ali Husayni, a search engine optimization expert.
But when tough economic times hit, it can be a matter of instinct for many orthodontic practices to slash their expenditures, and marketing budgets frequently are the first casualties of a slowing economy.
Sinai Marketing advises that orthodontists should, in fact, do just the opposite. The Sinai orthodontics marketing effort focuses on “keeping your eyes on the prize, so to speak,” Husayni said. “The economy ebbs and flows, so when times improve you want to look back and know that you didn’t lose any ground to your competitors because you suspended your marketing campaign.”
For orthodontists who continue to market themselves, this creates a golden opportunity to attract new patients and to increase their stance in the marketplace.
SEO
Updating your Web site is a great place to start beefing up the Internet presence.
“If your site isn’t search engine optimized, you should contact a SEO firm and get that done,” Husayni said.
The first step in the Sinai orthodontist marketing effort always is to optimize the orthodontist’s Web site, which improves the volume and quality of traffic to the site based on organic search results.
Minneapolis Orthodontist Dr. Jennifer Eisenhuth had entrusted her site’s SEO work to two other companies prior to turning to Sinai Marketing. It turned out that both previous companies were great at designing a Web site, but Eisenhuth never got the SEO results she was looking for.
“It’s nice to have a great site, but if no one is looking at it, it does you no good,” she said.
Since turning to Sinai for her Internet marketing needs, Eisenhuth’s new patient exams and new patient revenue from Internet case starts is up drastically over the past year.
Blog
Another way orthodontists can market themselves on the Internet is by adding a blog to their Web sites, Husayni said.
“It’s basically a conversation between you and your potential and existing patients,” Husayni said. “You can provide information on various orthodontic topics on your blog and current and prospective patients can read it, make comments on it and ask questions that you in turn can answer.”
Videos
Ask anyone younger than age 20 what YouTube is, and they know. The demographic that is in need of orthodontic treatment is more “plugged in” than any other age group, Husayni said.
For that reason, it is great for orthodontists to post videos on their Web sites, blogs and on Web sites such as YouTube.
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Learn More
If you would like to learn more about the Sinai orthodontics marketing plan, or you would like a free analysis performed to see how an SEO expert might assist you in marketing your Web site, call Sinai Marketing toll free: 877-932-6559, or (303)-932-6559 for international callers. Or visit the Sinai Marketing Web site: www.sinaimarketing.com.
About Sinai Marketing
Sinai Marketing is a search engine optimization (SEO) firm that utilizes knowledge of the Internet market and ongoing research to develop and implement SEO strategies for its clients. Ali Husayni created the Sinai Marketing firm, based in Boulder, Colo., in 2004. Husayni serves as the firm’s chief executive officer and SEO expert.
In 2008, Sinai Marketing created a new marketing tool for dental practices- www.infodento.com. Dental practices are eligible to join this site to use dental information services
including free dental Website and dental forums and to post their dental
articles, dental press releases and dental videos.
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