The ADA Practical Guide to Internet Marketing

by Kathryn Pulkrabek (Editor)

Overview

Increase your practice visibility online with a comprehensive Internet marketing plan. From developing a digital marketing plan to deciphering social media sites to increasing your search engine ranking, Internet Marketing explains the basics and how you can apply them to your practice.

Internet Marketing addresses key questions such as:

• What are my Internet marketing goals, and how can I create a plan to meet them?
• Which social media platforms fit my practice best?
• Should I focus my Internet marketing efforts on one platform or several?
• What's an algorithm and how does it affect SEO?
• Should I respond to a negative online review, and what can I legally say?
• How does regularly updating my practice website influence its Google search ranking?
• Where can I find engaging content for my blog, Facebook page, and other marketing vehicles?
• What should I keep in mind about Internet marketing and HIPAA?
• Who should be in charge of my practice's Internet marketing campaigns?

Industry experts focus on issues specific to dental practices, keeping in mind budget, staffing, and legal constraints. This guide also includes the ADA publication, The ADA Practical Guide to Social Media Planning.

Table of Contents

Chapter 1: Building a Solid Foundation for Your Dental Practice Marketing
By Naomi Cooper

Chapter 2: Putting It Together: The Building Blocks of Internet Marketing
By PBHS

Chapter 3: Posting Effective Content That Engages, Provides Value, and Shares Practice Culture
By Jack Hadley

Chapter 4: Creating Stronger Patient Relationships Through Facebook
By Edward J. Zuckerberg, D.D.S., F.A.G.D.

Chapter 5: Blogging for Dental Professionals
By Colleen Greene, D.M.D., M.P.H. and Chris Salierno, D.D.S.

Chapter 6: Reputation Management for Dentists
By Shauna Duty

Chapter 7: Search Engine Optimization
By Naomi Cooper

Chapter 8: Making the Transition from Paper to Digital Marketing
By Xaña Winans

Chapter 9: Legal Considerations for Digital Internet Marketing
By the ADA Legal Division

Chapter 10: Social Media Planning
By the ADA Council on Communications

Product Details

BN ID:	2940150095168
Publisher:	American Dental Association
Publication date:	01/28/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	131
File size:	2 MB

About the Author

Naomi Cooper is President and founder of Minoa Marketing and Chief Marketing Consultant for Pride Institute. She is a dental marketing strategist, consultant, author, speaker and industry opinion leader. She can be reached at www.minoamarketing.com, on Twitter at @naomi_cooper, or on Facebook at www.fb.com/minoamarketing.

PBHS is the only website design and online marketing firm endorsed by ADA Business Resources. They’ve partnered with over 5,000 dentists to promote the practice, facilitate treatment planning and increase case assessment. They can be reached at 1.800.840.5383 or www.pbhs.com.

Jack Hadley is one of the founding partners at My Social Practice. My Social Practice provides affordable, highly creative ideas, content, social media strategy, and personalized support to dental practices. Visit the website at www.mysocialpractice.com.

Edward J. Zuckerberg, D.D.S.,F.A.G.D., has always been an early technology adopter, being among the first dentists to integrate computers, digital radiography, and paperless charts. He now lectures nationally and internationally on technology integration and social media marketing for dentists. Reach him on Facebook at www.facebook.com/painlesssocialmedia.

Colleen Greene, D.M.D., M.P.H., is a pediatric dentistry resident at Children's Hospital of Wisconsin. She is a past national president and Editor-in-Chief of the American Student Dental Association (ASDA), and contributes to ASDA's award-winning blog Mouthing Off (www.asdablog.com).

Chris Salierno, D.D.S., is a general dentist from Long Island, New York. He graduated from Stony Brook School of Dental Medicine in 2005. Dr. Salierno is a past national president of ASDA. He also served as the Chair of the ADA New Dentist Committee and is currently the President of the Suffolk County Dental Society. Visit his blog at www.thecuriousdentist.com.

Shauna Smith Duty founded iDENTiwrite, a dental copywriting agency that caters to dental practices across the country. Shauna provides content management, marketing consulting, and SEO services to dentists, web companies, and ad agencies. See her dental marketing tips blog at www.identiwrite.com.

Xaña Winans is the founder of Golden Proportions Marketing. She is a writer and and marketing strategist who lectures on dental marketing at national and regional meetings. For more information and to view the company design portfolio , visit www.GoldenProportions.com.