Marketing your practice with PBHS
December 06, 2016
Editor's note: This is the sixth in a series of articles about Internet marketing that feature interviews with ADA members to describe how PBHS, the website and marketing services provider endorsed by ADA Business Resources, is helping dentists address today's marketing challenges.
Most dental offices do not have a marketing program that consistently gets them on the first page of Google search results. Of course most dentists do not have an admittedly nerdy son with a degree in accounting and finance who loves dentistry. Dr. Donald Keith, of Mission, Kansas, is an ADA member and a lucky man who has both.
Bill Keith, a 2008 graduate from Trinity University in San Antonio, is Dr. Keith's son. He spent the next few years working in large corporations, real estate and helping out his dad. For the last three years, Mr. Keith's second job has been running the business side of his father's practice. Keith and Wilson Family and Cosmetic Dentistry employs Dr. Keith, two associates, seven hygienists, has 13 chairs, and Bill Keith on the phone and in the office when possible.
Father and son: Dr. Donald Keith (left) and his son, Bill Keith, pose for a photo. The father-and-son duo has worked together in the past three years. Bill Keith runs the business side of his father's practice, including working with PBHS, the website and marketing services provider endorsed by ADA Business Resources, in managing the practice's marketing strategy.
One of Bill Keith's first projects was improving the practice's marketing.
"We realized that one thing that was lacking was our website," Bill Keith said. "We had designed one in 1995 and it still looked like it did when it was launched in 1995. We were tracking where all new patients came from and they all said word of mouth."
After researching other practice websites, Bill Keith found PBHS.
"I know that dentistry is very specific," he said. "I didn't want to just hire some company that does websites. I didn't have time to write all the content we would need. I wanted the company I chose to be specific to dentistry."
Bill Keith does not rate the success of the new website using common measures like number of hits per day or month. His undergraduate degree in accounting and finance inspired him to look at and value different metrics.
"Two to three new patients per week say they find us through Google or the Internet," he said. "That traffic is all from our website and search engine optimization developed and operated by PBHS. There is no question that our website and search engine optimization effort pays for itself. It probably pays for itself within the first few days each month."
Bill Keith credits patient education efforts for the remarkable success of the website.
"I know that when people have a dental need they really want to educate themselves using the Internet," he said. "They are not simply looking for a dentist to go to and have that person answer their questions. People want to become self-experts. For us it was less about, 'Hey here we are. Come see us.' and more about answering their questions. 'What is a crown? How does that work'?"
PBHS utilizes content directly from the ADA to populate websites and social media posts. "With other marketing companies I would have to proof their proposed content carefully and that would take me more time," Bill Keith added. "PBHS has a partnership with the ADA and I know the content is ADA approved."
After educational content, the second most popular pages on Keith and Wilson Family and Cosmetic Dentistry's website are the staff bios. Bill said, "If they appreciate the education and like what they see regarding the staff they find us without us having to be aggressive."
One focus of their marketing strategy with PBHS is patient retention.
"Once a month I receive an email from PBHS to review all of our social media posts which will go out in the next month," Bill Keith said. "We hit Google Plus, Facebook, Twitter and our blog. Those posts make sure we are constantly in front of our patients' eyes. Posts are customized and branded to us. We want pertinent information like a recent article that told parents what to do if a child loses a permanent tooth. It looks like we are personally posting but it is managed by PBHS."
According to Bill Keith, there is no reason to get a website and then never touch it.
"The way search engines work is they respond to new content," he said. "The more new content you have the more likely they are to put you at the top of the search results. If you don't make any changes you will constantly be dropping down the page on search results compared to your peers. We want to be at the top of page one. Seventy-five percent of people never click to Page two. If that's where you are, they will never see you."
Bill Keith's undergraduate degree in accounting and finance lead to his focus on marketing which has enabled Keith and Wilson Family and Cosmetic Dentistry to grow, but that is not the end of the story.
"A friend suggested I was not just interested in the business of dentistry and that I should go to dental school," he said. Bill Keith has been a student member of the ADA for the past three years, and will graduate from his father's alma mater, the University of Missouri – Kansas City, School of Dentistry in May 2017.
ADA members receive a $500 discount on a website design package. For a complimentary analysis of your current branding and online presence, call PBHS at 1-855-WEB-4ADA or visit pbhs.com