THE TIP SHEET, #3: Building a Strong Online Presence – Digital Marketing Strategies for OMS Practices

I’ve heard it all.
“I don’t need a strong online presence!”
“Most of my patients come from referrals!”
“Patients only use my website to submit their forms!”
“I’m the only oral surgeon in my community; I don’t need to invest in marketing!”

But what happens when those referrals retire? What if patients look beyond your forms and choose another practice because they don’t like what they see? What if another oral surgeon moves to town and outranks you on Google?

Investing in your digital marketing strategies when you “don’t need marketing” will pay dividends when you do. Below, we outline six essential digital marketing strategies for OMS practices to enhance your online visibility, drive patient engagement, and help you future-proof your practice.

1. Create a Professional and User-Friendly Website

Your website is the foundation of your digital presence – all of your digital activity should lead back to a strong website. It should be:

• Visually appealing: Use clean design (nothing worse than a cluttered website!) and professional images that reflect your practice’s quality. Bonus points if you use real pictures of you and your staff. So many OMS websites look exactly the same, so you want to do what you can to show you are unique! This will also let your patients know what to expect when they walk into your practice.
• Mobile-responsive: Approximately 62% of health and medical-related searches in the US are conducted on mobile devices. This underscores the importance of healthcare providers to ensure their online presence is optimized for mobile users.
  • Notably, 44% of patients searching for healthcare providers on mobile devices proceed to schedule an appointment, highlighting the critical role of mobile accessibility in patient acquisition!
• Informative: Include essential information such as services, doctor bios, patient resources, and contact details.
• Easy to navigate: Use clear menus and calls-to-action (e.g., “Book an Appointment” or “Contact Us”) And, did I say keep it clean? Limit your calls to action on every page to three.
  • Pro Tip: Add a blog or FAQ section to educate patients about common procedures, demonstrating your expertise and boosting search engine rankings!

2. Optimize for Search Engines (SEO)

Search engine optimization (SEO) ensures your OMS practice appears at the top of a Google search when patients are looking for surgeons like you. Focus on:

• Local SEO: Register your practice on Google Business Profile and include accurate location and practice information to appear in local searches. (This may be the most important piece of advice in this post!)
• Keywords: Think about keywords as words that you want patients to type into Google to find you. Include your surgical specialties, procedures you want to do more of, and the city you practice in.
• Meta tags: Write compelling meta titles and descriptions for each page to improve click-through rates. Learn more about meta tags here.
• Technical SEO: Ensure fast page load speeds, secure hosting (HTTPS), and error-free navigation.
  • Pro Tip: Regularly update your website with fresh content—like blog posts about your services—to improve search engine rankings and engage potential patients.

3. Leverage Social Media Platforms

Social media is a powerful tool to connect with current and prospective patients. To get started:

• Choose the right platforms: Think about the social media platforms your patients and their families are using and focus on those. In our experience, its a combination of Facebook and Instagram, which actually excel in connecting healthcare providers with local audiences. These platforms allow you to share educational content, build trust through visuals, and engage with patients through targeted ads tailored to your community.
• Post engaging content: Share patient success stories (with permission, of course!), office updates, educational posts, and behind-the-scenes photos to humanize your brand.
• Be consistent: Post regularly (it’s always a little weird to visit a page and see the last post was 8 months ago!) and respond promptly to comments and messages to build trust and engagement.
• Utilize ads: Social media advertising allows you to target specific demographics, such as local patients in need of OMS services.
  • Pro Tip: Create short, informative videos explaining common procedures or showcasing your team to enhance patient connection.

4. Encourage and Manage Online Reviews

Positive online reviews can significantly impact your practice’s reputation and patient volume. Say it with me: reviews and review management are SO important! Here’s how to manage them effectively:

• Ask for reviews: Encourage satisfied patients to leave reviews on platforms like Google, Yelp, or Healthgrades. Make it easy for them – create a QR code for them to scan or use a texting service to solicit the review.
• Respond professionally: Thank patients for positive feedback and address any negative reviews promptly and courteously.
  • How to handle negative reviews: Stay professional, apologize for the patient’s experience, and offer to discuss the matter offline to resolve their concerns. It’s really important to respond to negative reviews – not just for the patient who left it, but also for every single other potential patient who might see it in the future!
• Monitor regularly: Use tools like Google Alerts or review management software to stay on top of new reviews.
  • Pro Tip: Display testimonials on your website to build credibility with potential patients.

5. Utilize Email Marketing

Stay connected with current and prospective patients through email marketing campaigns. Effective strategies include:

• Appointment reminders: Reduce no-shows by sending automated reminders.
• Newsletters: Share updates about your practice, educational content, and promotions.
• Highlight expertise: Share blog posts that showcase the doctor’s individual specializations to educate patients and referral sources.
• Follow-ups: Send post-procedure care instructions or check-ins to show you care.
  • Pro Tip: Personalize emails with the patient’s name and specific information to improve engagement.

6. Track and Analyze Your Performance

Any good marketing program is rooted in data. Measure the effectiveness of your digital marketing efforts to refine your strategy:

• Website analytics: Use tools like Google Analytics to track website traffic and identify popular pages or content.
• Social media metrics: Monitor likes, shares, and comments to gauge engagement, and continue creating the types of content that gets the most responses.
• SEO performance: Track keyword rankings and local search visibility. You really should be doing this monthly, as SEO is constantly changing.
  • Pro Tip: Regularly review your metrics and adjust your marketing strategies based on what’s working best.

The Bottom Line: It Works if You Work It

Building a strong online presence takes time, but the payoff is worth it. A well-executed digital marketing strategy can attract new patients, strengthen relationships with existing ones, and position your OMS practice for long-term success.