Website key to dental practice’s identity
November 17, 2014
Editor’s note: This is the fourth in a series of articles about Internet marketing that features interviews with several ADA members who are addressing the marketing challenges dentists are facing today with the help of PBHS, the website and marketing services provider endorsed by ADA Business Resources.
When Dr. Younes Safa chose dentistry as his profession almost 30 years ago, he certainly broke the mold. Dr. Safa comes from a family with six generations of physicians, and his parents were initially displeased that he chose to become a dentist.
“I volunteered in a clinic for refugees and was able to observe the dental faculty. After that, I was hooked on dentistry, and I’ve been so happy with my choice,” said Dr. Safa, who later decided to specialize in endodontics.
Today, he has three thriving endodontic practices in Pasadena, Torrance and Santa Clarita, California. Dr. Safa answered questions about creating an Internet presence, the importance of building a brand and engaging doctors and patients with a combination of direct mail and social media. He currently works with the marketing experts at PBHS Dental Website Design and Practice Marketing, the only online marketing and direct mail provider endorsed by ADA Business Resources.
Q: How did you choose a company to help you with your marketing efforts?
I was focused on creating a website and brand identity that would truly reflect me and my practice. While I was attending an endodontic annual meeting, I visited multiple website companies and followed up by interviewing three of them. One of them was PBHS, and from the beginning I was particularly impressed with the quality of their work and their professionalism. I have referred many of my colleagues to them since then.
Q: What kinds of marketing initiatives are you working on currently with PBHS?
The PBHS team has built my website, and we have a social media presence as well on Facebook. Our website is key for patients to find us and request appointments, and many of our referring dentists will like us on Facebook. I often post sample cases online so that other dental practices will like us as well. We also do quite a bit of direct mail. For example, I send a quarterly newsletter to dental practices within a 10-mile radius. The newsletter will have information about events, lectures, seminars or any information about my practice. Every so often I will send a postcard with news such as bringing in a new associate. PBHS handles all of this for me, and I have come to know and trust the staff. Alejandro Salazar is my go-to person. He understands me and my practice, and how I want to portray myself online and in our direct mail efforts. I really trust his advice, and he is a talented designer.
Q: Why is building a brand important to you and your practice?
It’s absolutely critical to have a brand and a website. If you don’t have a website, you don’t have an identity. It’s like walking around without a business card, and you’re portraying an image that you’re not up to par on technology. Patients are picky these days and want to be sure that the practices they choose have updated technology such as digital X-rays. So for me, it’s critical to have a website that reflects our commitment to providing the highest quality care.
Q: How do you know that your marketing efforts are working?
We track everything we do, and I have hundreds of referrals a month to my practices. We get fantastic feedback from patients that they love our website, and it’s easy to use and informative. In the past, I paid a lot of money for a website that really didn’t work the way I needed it to. So that was money down the drain. PBHS is an excellent value for us, and I wouldn’t think twice about working with anyone else.
PBHS offers a $500 discount for ADA Members on website design plus a complimentary analysis of your current branding and online presence. For a limited time, PBHS is offering a free Prospective Patient Database List, up to a $300 value, to help jumpstart a direct mail campaign. For more information about PBHS, call 1-855-WEB-4ADA or visit pbhs.com/ada