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Guide focuses on Internet marketing

February 02, 2015

Dental industry leaders who also know a thing or two about social media and the world of online marketing co-authored The ADA Practical Guide to Internet Marketing, available through ADA Catalog.
The guide covers a range of Internet marketing topics, from developing a digital marketing plan to determining how to drive search engine rankings.
Dr. Colleen Greene, a past president of the American Student Dental Association, is one of the team of contributors. She co-wrote Chapter 5, "Blogging for Dental Professionals," with Dr. Chris Salierno, also a past ASDA president.
"I know as someone who really enjoys writing from time to time, a blog is definitely a labor of love," Dr. Greene said. "So we put it right out there from the beginning: this may best be a task to delegate, if addressed at all, as a part of your Internet marketing efforts."
The chapter recommends that, in the interest of consistent updates, dentists might make their practice blog a team effort. "If you like writing, blogging is great," she said. "But it can also be a group blog, so it's not something you have to do alone. You could have various staff members within your office contribute periodically and share the workload to increase the quality."
Other guide contributors include:
  • Naomi Cooper, Minoa Marketing, who wrote Chapters 1 and 7, "Building a Solid Foundation for Your Dental Practice Marketing" and "Search Engine Optimization";
  • Jack Hadley, My Social Practice, who wrote Chapter 3, "Posting Effective Content That Engages, Provides Value, and Shares Practice Culture";
  • Dr. Edward J. Zuckerberg, who wrote Chapter 4, "Creating Stronger Patient Relationships Through Facebook";
  • Shauna Duty, iDENTwrite, who wrote Chapter 6, "Reputation Management for Dentists";
  • Xana Winans, Golden Proportions Marketing, who wrote Chapter 8, "Making the Transition from Paper to Digital Marketing."
Other chapter contributors and topics include PBHS, the website and marketing services provider endorsed by ADA Business Resources (Chapter 2, "Putting it Together: The Building Blocks of Internet Marketing"); the ADA Legal Division (Chapter 9, "Legal Considerations for Digital Internet Marketing") and the ADA Council on Communications (Chapter 10, "Social Media Planning").
"This guide will help boost your brand as an oral health expert using cost-effective Internet technology," Dr. Greene said. "It's easier than ever to engage existing and future patients online while also reaching a global audience, which will benefit your practice and your professional reputation."
The ADA Practical Guide to Internet Marketing is available in print (J061) for $49.95 (members) and $74.95 (retail); e-book (J061D) for $39.95 (members) and $59.95 (retail); or print and e-book bundle, (J061B) $59.95 (members) and $84.95 (retail).
Receive free shipping on all ADA Catalog products (no minimum purchase) using promo code 15104 through April 15.
To purchase, visit or call the 1-800-947-4746.