THE DENTAL DIGITAL MARKETING INDEX IS YOUR PRACTICE’S BLUEPRINT FOR DENTAL MARKETING.
What Works in dental marketing
THE DENTAL DIGITAL MARKETING INDEX IS YOUR PRACTICE’S BLUEPRINT FOR DENTAL MARKETING.
What Works in dental marketing
THE DENTAL DIGITAL MARKETING INDEX IS YOUR PRACTICE’S BLUEPRINT FOR DENTAL MARKETING.
What Works in dental marketing
300000
+
Datapoints
In the course of our research, more than 300K datapoints were collected, filtered and analyzed to produce the final report.
3000
+
Keywords
A key measurement from our research is the Keyword Codex, a core set of search terms important to understanding market trends and behavior.
1000
+
Dental Practices
In total we audited more than 1K dental practices across general dentistry and most major specialties, to get the most complete picture possible.
50
+
Metro Areas
To ensure we accounted for geographic and population density differences, we spread our research evenly across more than 50 of the USA's top metro areas.
50
+
Metrics
From search traffic to L30 compound review scores to social engagement and more. We measured more than 50 KPIs to give you a complete picture.
30
+
Data Models
The final analysis resulted in more than 30 unique data models that help you understand what the top-performing practices are doing (and not doing).
The growth in "near me" based search in the last 10 years is simply staggering. When compared to all other dental search terms, it grew a full order of magnitude faster. There are several factors at play, but our conclusion is that search is quickly becoming the most important aspect to patient acquisition. But
One of our "so what" conclusion is that patient churn will continue to increase over the next 10 years or so. This wouldn't be so concerning if it affected all practices equally. If it did, then most practices would simply be reshuffling patients back and forth within their local markets. But that's not what's happening. The rise of sophisticated dental marketing exhibited by the best practices means they capture a disproportionately higher amount of that increased churn. Translation: they are growing while most practices are starting to contract.
Statistically speaking, top performing dental practices exhibit a lot of correlation: they do a lot of the same things and see similar (read predictable) results. Average practices on the other hand appear much more random and have far less predictable outcomes. We definitely got a "throwing spaghetti against the wall to see what sticks" vibe when looking at average practice data (and it's not really surprising, since most practice owners are not experienced marketers by trade).
Some weird stuff happened to search algorithms before and after the Covid 19 pandemic. One them was a clear decline in one of the most important metrics to dental marketing: unbranded search traffic. However among average dental practices, something even weirder happened: Agency-managed websites saw a decline in unbranded search while their DIY counterparts saw a sharp increase. Why? We recommend you read the DDMI to find out.
On average, top performing dental practices had over 150 pages of content on their websites. Most of this content was built with search engine optimization in mind, but much of it doesn't. Not surprisingly, most dental websites don't perform well relative to other industry benchmarks (time to load, responsiveness and a mobile-first design philosophy).
Unsurprisingly, most practices are beginning to understand how important reviews are their their success. Like it or not, reviews are now a common part of the patient acquisition journey, and not simply because prospective patients are looking at them. Google is also looking at them. And they play an incredibly important part of getting found in a local Google search that includes a map and local pack rankings. And GMB reviews account for almost 70% of all reviews observed in the DDMI data, meaning GMB is the platform dental practices should focus on. SEO certainly isn't going away in terms of its important, but GMB reviews are quickly become as important, if not more so.
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We wrote the book on dental marketing