The lines have blurred. No longer do general dental practices simply offer bread and butter family dentistry. So how does an aspiring practice owner know if their orthodontic practice might have more competition than just the area’s orthodontists? Or what about a periodontist concerned by the number of general and oral surgery practices offering implants?
With the slow boil rise of digital marketing, understanding what your competitors are offering can be key to your practice. That’s why we are so excited by the release of our new tool that analyzes every dental office website nationwide, giving you comprehensive insight into the services they offer. While market research is our expertise, we know that there are marketing applications as well and have outlined quick uses for each below.
Market Research
Before you even open your practice, it's crucial to understand the dental landscape of your desired area. If you're considering a location where every other dentist offers implants, for example, you might be entering an oversaturated market. On the other hand, if there's a noticeable gap in Invisalign providers, that could be a golden opportunity waiting for you.
Of course demographics will have an impact on demand for particular services. For instance, if the area has a high number of young families, there are likely to be more practices offering pediatric dentistry - and that’s okay! But if there aren’t very many practices with keywords like “pediatric” or “family” on their websites, that’s even better. The good news is that you don’t have to go anywhere to find this data as it’s all in our Demographics on Demand tool.
Tailor Your Marketing Strategy
Once you know which services your competitors offer, you can craft a marketing strategy that highlights what makes your practice unique. If most practices in your area don't offer Invisalign, but you do, you may want to make that a focal point of your marketing. Conversely, if “family dentistry” is a phrase commonly found on the websites of nearby practices but you have expertise, emphasize that difference. Remember, Search Engine Optimization (SEO) is a game of keywords. Using a service like Google’s Keyword Planner, you are able to know which services are popular in your area. This allows you to optimize your website and content around those keywords. If implants and Invisalign are the talk of the town, ensure those terms feature prominently on your site and in your blog posts.
Takeaways
In the digital age, knowledge is power. By thoroughly understanding the services that your competitors offer, you can make informed decisions about where to open your practice and how to market your services. Whether it's implants, Invisalign, family dentistry or any other offering, being knowledgeable of your competitors’ positionings will ensure your practice thrives in a competitive market. So, equip yourself with the right tools and right team and you’ve set yourself up to own a flourishing practice. It’s even free to start!
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