This presentation was for the Cabarrus County Dental Society in February 2010.

1. INTERNET MARKETING FOR TODAY’S DENTAL PRACTICE From the Web to the Chair Chris Ratchford chris@prodentite.com

2. Introduction President of Prodentite, Inc. Internet Marketing Consultant 10+ years of web design experience Focus: Dental Practices Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

3. Topics Why Should I Have a Website? Internet Usage Stats & DemographicsWho & Where? Internet Marketing Organic VS PPC What is SEO? SEM? Local SEO? Video Testimonials Social Media Online Reputation Management Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

4. Website Benefits Accessibility Available 24/7 Yellow Pages= Amalgam Cost effective way to market Increase staff efficiency Online patient forms, directions, and appointment requests Createa more professional appearance Create a personal connection before meeting new patients Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

5. Demographics In a national survey between November 30 and December 27, 2009, we find: 74% of American adults (ages 18 and older) use the internet 60% of American adults use broadband connections at home 55% of American adults connect to the internet wirelessly Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

8. Internet Marketing For Today’s Dental Practice

9. Where Are They Going? Google YouTube Yahoo! Bing (Microsoft) Total US Search Rankings December 2009 comScore Search Report Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

10. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

11. 3 Types of Search Results Natural (Organic) PPC (Pay Per Click) Local Business Listings Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

13. Pay Per Click Paid listings through Google AdWords

14. Pay Per Click Paid listings through Google AdWords Local Business Listings

15. Pay Per Click Paid listings through Google AdWords Local Business Listings Organic or Natural Search Results

16. Internet Marketing SEO vs SEM Search engine optimization (SEO): SEO is about getting the desired results from organic search. Search engine marketing (SEM): SEM is about getting the desired results from paid placement (PPC). Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

17. SEM for PPC Google AdWords Quick turnaround time SEO for organic search Takes longer than PPC No shortcuts Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

18. Internet Marketing What about Local Business Listings? Get Listed with the Biggies Google Maps Yahoo Local Get Listed with Popular Directories Yellowpages.com Yelp Citysearch BOTW FREE Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

19. Internet Marketing Key Points: Beware of unsolicited emails by “SEO Professionals” SEO should not be an ongoing service that has no end If it sounds too good to be true… Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

20. Video Testimonials Faster to get a video indexed when uploaded to YouTube It can take up to 90 days for Google to index your page when manually submitted 53 times more likely to appear on the first page of search results than text pages. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

21. DIY Video Testimonials HD Camcorder (As low as $150) Ask your best patients if they would like to give a testimonial Have patient sign a permission form Have a team member film the patient Create a “Channel Page” with multiple video testimonials Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

22. Why Video Testimonials? Advantages Emotional appeal for dental phobic, cosmetic, and full-mouth or implant patients Cool videos will makes your practice seem more technologically advanced The above comes with an increased perceived value of your services Do people really READ testimonials? SEO Benefits Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

23. Video Testimonials Questions to ask yourself: Is it worth the time? Is it worth the money? Are video dental testimonials in line with your practice, business, and marketing goals? Do you have (eloquent) patients who would allow you to film them, then distribute the video online? Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

24. YouTube Internet Marketing For Today’s Dental Practice Chris Ratchford | chris@prodentite.com | Tel 980.355.0709

25. Facebook Stats More than 350 million active users 50% of our active users log on to Facebook in any given day More than 35 million users update their status each day More than 700,000 local businesses have active pages on Facebook Internet Marketing For Today’s Dental Practice Chris Ratchford | chris@prodentite.com | Tel 980.355.0709

26. Facebook US Facebook Users by Age InsideFacebook.com 2/1/2010 Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

27. Facebook Baby Boomers and Seniors Are Flocking to Facebook Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

29. Online Reputation The Internet has given patients the ability to find and post online reviews- good and bad. Websites like yelp.com, citysearch.com, ratemd.com, and Google. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

30. Online Reputation Q: How do you know if you get a negative review? A: Sign up for Google Alerts (for your name & practice) Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

31. How to Address Bad Reviews Validate the patient’s feelings; acknowledge that they are upset. Let them know that you’re sorry they experienced a problem and that you’re glad they told you about it. Assure them that you will make it right and something will be done. Ask the patient how you can make it up to them— e.g. what would make them happy. Make an offer to remedy the situation — one which shows you sincerely care about them. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

32. Alternative Solutions Improve your online presence Create a blog Optimize your practice website Facebook Create “Raving Fans” Contact review sites and request the negative review be removed Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

33. Summary Difference between SEO & SEM What to watch out for when hiring an SEO consultant Difference between Organic search results & PPC Claim your local business listing on Google, Yahoo!, and Bing Video Testimonials = effective SEO Facebook has become the norm Online Reputation Management Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

34. DIY or Hire? While you certainly can do some SEO yourself, consider talking with a SEO professional…. Chris Ratchford | chris@prodentite.com | Tel 980.355.0709 Internet Marketing For Today’s Dental Practice

35. Thank You! Chris Ratchford Tel 980.355.0709 Cell 704.458.4503 chris@prodentite.comwww.prodentite.com