Managing Marketing: Guidelines for Practice Success

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American Dental Association. Managing Marketing: Guidelines for Practice Success

Acknowledgments

Table of Contents

Introduction

Marketing Your Dental Practice: What It Means and Why It Matters

Marketing. Marketing Your Dental Practice: What It Is and Why It Matters

Market Research

Inquiries from Prospective Patients

Internal Marketing

Legal and Ethical Aspects of Marketing. Advertising

Patient Privacy/Social Media

Online Reviews/Social Media

Resources:

The Patient Survey. Why Survey Patients?

Who and What to Survey

Resources:

Fielding the Survey

Collecting and Using the Survey Data

The Environmental Scan

Defining and Managing Your Brand. What Is a Brand?

Your Brand and the Name of Your Practice

Your Logo and Tagline

Resources:

Creating Your Marketing Plan. The Basics

Resources:

Measuring Success

Launching Your Marketing Strategy

Resource

Marketing Consultants

Calculating Return on Investment (ROI)

Website Development. Introduction

Custom versus Template Websites

Costs

Resources:

Appendix 7: Sample Website Development Agreement

EXHIBIT A

EXHIBIT B: SCHEDULE FOR DEVELOPMENT OF COMPANY WEBSITE

Considerations When Outsourcing Development

Content Development

Design and Content

Safeguarding Patient Information

Website Security

Accessibility

Search Engine Optimization (SEO)

Black Hat/White Hat SEO

Blogs versus Learning Centers

Evaluating Website Performance

Social Media. Introduction

Resources:

Online Reviews

Negative Online Reviews

Video Marketing

Other Advertising. Offline Advertising

Traditional Advertising

Direct Mail

Print Advertising

Newsletters

Telephone Marketing

Resources:

Отрывок из книги

This publication was developed by the American Dental Association’s Center for Dental Practice. The American Dental Association thanks the following individuals for their contributions to this module:

• Dr. Andrew B. Brown, Council on Dental Practice 2012-2016, chair 2015-2016

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Sample Authorization Form For Use or Disclosure of Patient Information

Considerations When Outsourcing Development

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