In our time working with dental practices that offer high-value procedures, we frequently get asked where dentists can find quality leads. Airway dentistry is no different. Many dentists ask us, “Where can I find airway leads?”
But they’re asking the wrong question. Airway dentistry leads are everywhere online. The real question should be, is your dental practice everywhere? Is it easy for potential patients to find your airway expertise? Going further, does your web presence match the mindset of your ideal airway patient? Sometimes dentists have a nominal presence online with a website and maybe even a social media profile… but they don’t always tailor their communication to the digital context.
In the days and years to come, dental practices that embrace the digital marketplace will succeed, especially as millennials and Gen Z gain more buying power in the marketplace. The practices that don’t might not last, especially as their base of patients start aging.
Since leads frequent multiple places online, here are the four ways to create a strong web presence that attracts airway dentistry leads.
1. Optimize Your Dental Website for Airway Dentistry
Arguably the most important part of a dental practice’s web presence is its website. It will appear in Google searches, it will be linked to at the end of social media posts and emails, and it will appear on promotional pens and business cards.
Make sure your dental website looks clean and professional. Make sure the language on it appeals to your ideal patient. Develop a separate page on your site for each high-value procedure you offer, including airway. On your dedicated airway page, speak directly to your ideal patient and their story.
2. Update Your Social Media Pages to Market Airway Dentistry
Once you have a quality website, expand into social media, especially Facebook. Many dental practices have made Facebook pages listing details about themselves, including frequent posts that establish them as a credible authority in their industry.
If you don’t have a Facebook page for your practice, make one. If you do, consider adding Instagram. Then, develop content that speaks directly to your ideal airway patient. Remember, on social media, people have a “connection” mindset. So, make content that drives connection and engagement, like questions and polls.
3. Use YouTube to Target Patients Looking for Sleep Apnea Solutions
Another fantastic place to find quality airway leads is on YouTube. Because YouTube visitors are usually either searching for entertainment or a solution to their problems, this has given rise to the genre of “edutainment.” In other words, many of the most popular YouTube videos entertain the viewer, but also teach them something.
If your practice begins a YouTube page appealing to potential airway patients, you could regularly post edutainment about sleep apnea and airway. This will help people around the world, and make it much easier for nearby airway leads to trust you with their time and money.
4. Build an Email List of People Looking for Sleep Dentistry Solutions
Finally, round out your web presence by building an email list. Make sure the intake paperwork at your practice asks for an email address as well as permission to send promotional content. You can also build your email list by developing free resources or gifts to give away in exchange for the email address of the recipient. Some dental practices also develop a weekly or monthly newsletter either about dentistry or about special events happening in their city.
Additionally, you can add a digital signup to your email list onto both your website and social media profiles. Many websites include a short form labeled “sign up here for the latest information and insights,” and many social profiles have a custom link directing traffic to a similar form. This is a fantastic way to make sure that prospective patients join your email list, and not only current or past patients.
Because your email list will mostly be comprised of current or past patients, this is an excellent avenue to reach out about high-value procedures. Many of your patients could benefit from sleep dentistry. If not, they probably have a friend or family member who could. Make sure your email list understands the problems and solutions in the world of airway and invite them to refer others.
At Driven Dental, we operate on a simple philosophy: we want to give our clients patients, not just leads. If you’re interested in working for a results-driven marketing agency, book a free strategy call with us today.